Post on 20-Jan-2015
description
Small Company Big ImpactUsing Your Website and Online Marketing Strategy to Gain Marketshare
Bernie Borges – Find and ConvertFebruary 24, 2009
Copyright 2007 - 2009 Find and Convert2
Bernie Borges Bio
Blogger, Speaker, Podcaster, Author (publishing June 2009)
Founder, CEO Find and Convert• Internet Strategy • Search Engine Optimization• Pay-per-Click Advertising Management• Visitor Conversion Strategies• Social Media Strategies
Help B2B companies find and convert leads on the web
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Why Marketing 1.0 Doesn’t Work Anymore Developing a Website for Two Audiences Marketing 2.0 Tools & Platforms Personal Branding Measuring Results Case Study Actions and Take-Aways
Topics
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Why Marketing 1.0 Doesn’t Work Anymore
Outbound Marketing Telemarketing Email Marketing Direct Mail Print Tradeshows TV/Radio
Inbound Marketing SEO/PPC Blogging Social Networking RSS Enabled Content Video/Photos Twitter Slideshare
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Why Marketing 1.0 Doesn’t Work Anymore
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Old vs. New Marketing
Outbound Marketing Inbound Marketing
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Your Website Has Two Audiences
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Website: Serving Two Masters
People Clear Message Clean Design Visual Support Easy Navigation Call to Actions
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Website: Serving Two Masters
Search Engines Text Lean Code “Market Focus” Link Structure Lot’s of Content
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Search Marketing: SEO
Heavy Lifting on Front End Keyword Research Focused Content SEF Architecture a Must Link Building Get Social Never Ends
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Search Marketing: PPC
Develop Campaigns Segment into Groups Keyword Research Go for Longtails Dedicated Landing Pages Set Daily Budgets Test Call to Actions Geo Target (if applicable) Be Anal About Metrics Test, Revise, Measure Test, Revise, Measure
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Marketing 2.0
Think Like a Publisher
Focus on Relationships
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Marketing 2.0: Think Like a Publisher!
Think Content!• Blogs
• Newsletters
• White Papers
• e-books
• Podcasts
• Videos
• Photos
• Presentations
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Developing a Social Media (Marketing 2.0) Plan
Begin with Research• Where does your customer “hang out?”
• Ask your customers
• Research your competition
• Search on the social web
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Developing A Social Media Plan
Source: The Value of Many, Neighborhood America
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Make a Commitment
Should you….• Start a blog?
• Focus on social networking sites?
• Start your own community on the web?
• Twitter?
• Video?
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Themed Human Voice Transparency Commitment
Business Blogging Strategies
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Size of Blog Market
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Social Media Tools and Platforms
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http://www.insidefacebook.com/
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Facebook: Individual Profile
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Facebook Groups
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Fan Page
Facebook Fan Page
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LinkedIn Individual Profile
Work History
Recommendations
Introductions
Portfolio
Valuable Links
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LinkedIn Groups
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What is Twitter?
http://www.commoncraft.com/Twitter Micro Blogging
140 Characters Per Post
Follow and be Followed
Communicate
Connect
Inspire
Educate
Entertain
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Some Famous People on Twitter…
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Some Not-So-Famous People on Twitter
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Want to Find Someone on Twitter?
http://www.socialbrandindex.com/
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Twitter: Events & Trends Using Hashtags
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Personal Branding
Individual reputation management Personal and professional brand converged Benefits individual and employer Be real, be interesting Contribute It’s an asset! Embrace it!
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Personal Branding
http://www.businessweek.com/blogs/in_your_face/archives/2008/05/bernie_borges_l.html
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Video
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Video: Blendtec
Over 6M Views
Sales Grew 700%
National Media Coverage
Cross Over Brand Pull
SEO Value
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Presentations
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Measuring Results
• Relationships
• Content
• Alignment
• Best Practices
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Google Analytics
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Hubspot: Facebook Lead Tracking
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Reputation Management Tools
http://jobmob.co.il/blog/online-reputation-management-resources-tips/
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Making Time for Social Media
Are you getting great results now? Did your marketing budget increase? Are your buyers easy to reach? Is your brand as good as it could be?
How do you currently allocate your time???
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Staffing Implications
There are many…• Do they get it?
• Who likes to write?
• Introverts? Extrovert?
• Staff re-allocation?
• Time commitment?
• Justification?
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http://www.sherpastore.com/socialmediabmg09.html
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Case Study
Stronger Brander Equity
Lower Cost Sales Process
Elimination of Non-Performing Marketing Activities
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Reasons Not to do Marketing 2.0
Don’t have time… Our staff resists it… Our competitors aren’t doing it… We’re going out of business…
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Website is for Two Audiences Think like a publisher Focus on building relationships Research the Social Web Engage, Listen, Act Consider Proper Staff Allocation Experiment & Be Patient Measure
• Traffic, buzz, brand, sales cycles, referrals, etc.
Actions & Take-Aways
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Connect with Bernie Borges…
Email: bernie@findandconvert.com
Website: http://www.findandconvert.com/
Blog: http://www.findandconvert.com/blog/
Twitter: http://twitter.com/berniebay
LinkedIn: http://linkedin.com/in/bernieborges
Facebook: http://profile.to/bernieborges
Facebook Fan Page: http://companies.to/findandconvert