Connecting the Dots from Offline to Online Marketing
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Connecti ng the Dots fr om Offline to Online Presente d by Joh n Foley, Jr. , CEO a nd President, i nterlinkONE and CEO, G r ow So cially
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Transcript of Connecting the Dots from Offline to Online Marketing
Connectin
g the D
ots fr
om O
fflin
e to O
nline
Presented by John Fo
ley, Jr.,
CEO and President, i
nterlinkO
NE and CEO, Grow So
cially
Intro: John Foley, Jr.Grow Socially• Marketing from start to finish.• Websites, strategic planning,
online marketing, social, mobile.
interlinkONE – Software (SaaS)• Enterprise Marketing
Management Software.• Warehouse, order
management, sales, CRM, fulfillment
I love Mar(H)keting!
The Books
The Book: Specific For Emerging Marketing Tools
Strategies, Tools, Campaign Ideas, and More!
A guide to help you market your newspaper!
NewPathToProfit.com
Keep Your Phone On!
Feel free to Tweet, Post, Update, Email, take notes, photos, and more!
@JohnFoleyJr
Today’s Overview• Brief Introduction• Convergence of Traditional Print and Digital Media• Tools to Use • Marketing Your Business• Final Thoughts and Questions
The Convergence of Traditional Print and
Electronic Media
Why Cross-Media Marketing?
• It’s a multi-channel world– We’re just living in it.
• Disruption is the name of the game
• Is everyone interested in the same type of communication?– Absolutely not!
How much media does any one person consumes each day?
inMobi
How does your audiences get their information?
Search Results
Social
Videos
Images
Magazines
What types of information do they like?
Mobile
Communications Today
• “Kitchen Table Effect”
• Generational Differences
• Everyone looks for information differently
• Information delivered to multiple medias
The Plight Of Print
US Major Media Ad Spending, by Media, 2009-2015billions
eMarketer
Digital Grows as Source for NewsPercentage of Respondents Who Got News “Yesterday” From Each Platform
Pew Research Center
Diversification of MediaTrust in Information Sources
2011 Informed Public
2012 Informed Public
Marketingland.com
Converting Offline Viewers to Online Purchasers
• Magazines & Newspapers
• TV
Offline Media Consumption
• Search Engines• Online
Reviews
Online Search• Purchase• Conversion
Offline Store
AWAR
ENES
S
RESE
ARCH
CON
VERS
ION
63% of purchasers convert offline
42% motivated to begin an online search after viewing
Making Print Interactive With
These Technologies
Online & Mobile: Disrupters
www.yourwebsite.com
Mobile Devices: Game-Changers!
Smartphones Are Just About Everywhere!
50% Smartphone Adoption
Nielson
US Smartphone Users, 2009-2015millions and % change
Note: individuals of any age who use a smartphone at least once a month
eMarketer, Dec 2010
Mobile Internet Usage
Morgan Stanley
Opportunities For You
• Responsive web design
• Make Print Interactive: QR, NFC, etc.
• Integrate SMS/Text Into Your Capabilities
Mobile Websites: Build & Host
Mobile Commerce Mobile Websites
Morgan Stanley
Make Print Interactive
Key Resource for You
Free White Paper on Mobile Marketing and Content Distribution!
Get it at http://ilink.me/content101
Near Field Communication (NFC)
• A set of standards for smartphones and similar devices to establish radio communication with each other by touching them together or bringing them into close proximity, usually no more than a few centimeters.
Wikipedia
Near Field Communication (NFC)
Augmented Reality
• Augmented reality (AR) is a live, direct or indirect, view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data.
Wikipedia
Augmented Reality
Responsive Web Design
• Responsive web design (often abbreviated to RWD) is an approach to web design in which a site is crafted to provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices.
Wikipedia
Responsive Web Design
Responsive Results
Free White Paper on Responsive Web Design!http://ilnk.me/RWD101
Online Marketing Opportunities
1. Improve your own marketing!
2. Attract and nurture existing customers and new prospects!
3. Be accessible at all times!
Walk the Talk• Follow Your Marketing Plan• Self Promote• Multi-Channel• Multi-Media• E-Newsletters• Campaigns• Nurture• Personalize 1 to 1• Etc…
36
400 MILLION tweets
daily
72 hours of videos uploaded
each minute
400 MILLION
users
80 MILLION
users
12 MILLION
users
2 MILLION searches
each minute
1 BILLION
users
State of Social Media Today
Why use SOCIAL MEDIA?• Your audience is there• More prospects to sell to• Generate interest• Build your brand
• Loyalty• Position your
company• Customer Service• Another Channel
Social Ads Limitless Videos
Countless Opportunities
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
$
Get Noticed
Integrated Multi-Channel MarketingAction - Publish - Engage - Converse - Share -
Social Media - Blogging - Analytics - Content Mgmt - SEO
Start with MKTG Plan
Product?Service?Asset?
Engage and
Nurture
Engage and
Nurture
Optimize / Social FriendlyeNewsletter Sign-Ups
White PapersOffersEmailsPollsBlogs
Landing Pages
Strategy before Tactics!
• Step 1: Describe the Business
• Step 2: Business Goal
• Step 3: Where Is the Audience Cyclically?
• Step 4: How Does the Audience Use Social Media?
• Step 5: The One Thing
• Step 6: How Will You Humanize the Brand
• Step 7: Content Resource and Distribution Strategy
• Step 8: How Will You Measure Success?
Tools You Should Use
• Twitter• Facebook• YouTube• LinkedIn• Google+?• Pinterest?
Fundamentals for All Networks1. Build your network
2. Engage with the network you have built
3. Be relevant
4. Be consistent
5. Track and analyze
Tip! CRM/Social Intelligence
How to Measure Success?
• How many – Downloads– eNewsletter Sign-Ups– Blog Comments– Questions– Shared Links– Re-Tweets– Followers– Site Traffic
WEBSITESocial Media
SEO
Printed Copy
Links
Other
Whitepapers & eBooks
eNewsletter Sign-Ups
Blog Comments
Inquiries
Webinar Sign-Ups
100 Visitors
2000 Visitors
800 Visitors
3500 Visitors
CRM
Measure Inbound & Outbound Together
Send printed version
Announce on website
eNewsletter
eBlast
Phone Calls
Marketing Calendar, Take 1Call for contributors
Press release
Enter new contacts in CRM
Send thank you cards
Announce on website
Email eNewsletter (Announce)
Tell colleagues you’re attending
Send thank you cards
Enter new contacts in Excel
Create Post, Link back to website
Announce on &
Comment on event’s page
Connect with Keynote Speakers on
Join in on event’s hashtag
Share speaking presentation on
Friend new contacts on
Share event article on
Share event article on
Announce booth # with video post
Follow-Up with Post & Post Pictures
Marketing Calendar, Take 2
Send printed version
eBlast
Phone Calls
Call for contributors
Content Marketing
Mashable
Growing Awareness with Content Marketing
Capture ContentPhoto
Website
Social Media
Blog Post
Related Promotion
Share Content Increase Awareness
Create a Content Library• Constant access to resources.
• Allow advertisers to contribute content.
• Store past content here.
• Attach email captures to content.
• Enhance SEO with longer, more frequent website visits.
• Organize all past content.
Infographics
Webinars
Articles
Bookstore
Surveys
Videos
Photos
Create Awareness Through Contributors
Publish contributor’s
content online.
Contributor shares content
with their networks.
Contributor’s networks
share with their networks.
The content continues to be
shared with more people.
Your Website
Ultimately, this strategy will bring more visits to your website.
Why Should You Care?
Automated Marketing:Trigger-Based/Closed Loop
• Based on inquiry need, assign track• Auto step through timed events• Lead Generation– Nurturing– Qualification– Close
• Sales
Landing Pages• Compelling title
• Few but essential information fields
• Automatic email fulfillment
• Contact information automatically entered into CRM
• Sales team receives a notification
How Can You Benefit?• Use social media to
build awareness of your business
• Use content to increase SEO, generate interest, and grow inquiries
• Reach more prospects! InboundMarketingWhitePaper.com
Key Resource for YouFree White Paper on Inbound Marketing!
Your Website: The Hub of All Activity
Social, print, mobile, all should tie to your site!
Your Website
2013-2014 Tools• Automated Marketing• Content Marketing• Mobile Marketing– AR/QR/NFC
• Advanced Personalization• Web to Anything• Product Fulfillment• Digital Color• Dimensional Mailers
Read the Books
Final thoughts…
Commitment leads to action, Action Leads to brings your dream closer . …Marcia Wieder Date unknown
In business, commitment and action raises your probability of success. …(ME) John Foley, Jr. – 9/20/2012
Q & A / Contact Me!:
iFlyMobi.com
QR Code
http://ilink.me/JR
Learn More
http://interlinkONE.com
http://GrowSocially.com
http://QReateAndTrack.com
http://iFlyMobi.com
THANK YOU!
