Cost Effective Internet Marketing
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Transcript of Cost Effective Internet Marketing
Cost Effective Internet Marketing – April 21, 2010
www.trinity-ai.com © copyright Trinity Applied Internet 2010
Cost Effective Internet Marketing
Keith AndersonTrinity Applied Internet
Cost Effective Internet Marketing – April 21, 2010
www.trinity-ai.com © copyright Trinity Applied Internet 2010
• CEO of Trinity Applied Internet • Professional Web Developer• 12+ years experience with the web • Learned HTML in 1996
• Trinity Applied Internet provides consulting, web design & development, database applications, and content management systems. We are specialists in integrating online business processes.
Who Am I?
Cost Effective Internet Marketing – April 21, 2010
www.trinity-ai.com © copyright Trinity Applied Internet 2010
• Most strategies end up as lists of tools and not goals.• It is easy to spend money online.• There are a lot of ways to achieve the same objective.• Being effective is more about process than technology.• The key is tying different technologies together.
Internet Marketing – Where Do You Start?
Cost Effective Internet Marketing – April 21, 2010
www.trinity-ai.com © copyright Trinity Applied Internet 2010
Marketing Plan Basics• Marketing plans should integrate online and offline strategies.• Marketing goals
– what is to be achieved, and when results are to be accomplished.
• Marketing objectives (the eight Ps)– how the results are to be achieved.
• Price - The amount of money needed to buy products.• Product - The actual product.• Promotion (advertising) - Getting the product known.• Placement - Where the product is located.• People - Represent the business.• Physical environment - The ambiance, mood, or tone of the environment.• Process - How do people obtain your product.• Packaging - How the product will be protected.
Get a Marketing Plan
Cost Effective Internet Marketing – April 21, 2010
www.trinity-ai.com © copyright Trinity Applied Internet 2010
Marketing Plan Basics • Analytics - Measure, Track, Assess, Target
• Marketing budget, including the advertising and promotional plan– Have a budget of time and money - Nothing is free - there is a cost in time and money.
– Without a budget you won't spend the time and you spend more money.
• Market segmentation– Customer group defined by needs/wants – who needs your solution?
Get a Marketing Plan
Cost Effective Internet Marketing – April 21, 2010
www.trinity-ai.com © copyright Trinity Applied Internet 2010
• I need some more business!– Created a website and got a blog.
– Paid to list business in a directory and bought some Google Ad words.
– Created a Facebook page.
– Bought a yellow page ad.
– Printed out some flyers.
– Sent out a direct mailer.
• Some clients called and booked some services– Not sure how they found the business.
– Not sure how many did not contact the business.
• I need more advertising!
Marketing Without a Goal-Oriented Plan
Cost Effective Internet Marketing – April 21, 2010
www.trinity-ai.com © copyright Trinity Applied Internet 2010
• Specific Goal– I want to book 5 special photography packages a month for three months.
• Specific Objectives– Product - $ 1000 all-inclusive photography package.
– Promotion - Advertising on Craigslist, Google Local Business listing, Facebook promotion - both link to the website consultation form. Direct Mailer links to the form.
– Placement - My Business in located in the Reno area. I can service a 40 mile radius. Potential clients are from here or going to here.
– Process – Clients will find my product online (or via the direct mailer), click through to my free consultation form, schedule an interview, book the date.
– Packaging - All the photos will be available for order online within 7 business days and the price includes the printing of 20 photos of the client’s choice.
• Tracking Results– Tracked the number of visits to the form, number of completed forms, and asked callers how
they found our services.
Goal Oriented Marketing Plan
Cost Effective Internet Marketing – April 21, 2010
www.trinity-ai.com © copyright Trinity Applied Internet 2010
• Prioritize your goals.
• Know who your customers are and what they want.
• Know what product you are selling – what problem are you solving?
• Market to your current customers.
• Know where your marketing dollars are going.
• Work with what you have.
• The content you create should be in your core expertise.
• Narrow your channels.
• Close the loop.
• Localize your marketing.
How do you get the most out of your communications?
Cost Effective Internet Marketing – April 21, 2010
www.trinity-ai.com © copyright Trinity Applied Internet 2010
Too many options to do everything at once.
• Do – Decide what you want/need to accomplish. Research multiple available options.
• Do not – Choose your technology first, then try to find a way to make it fit.
• Do - Choose your focus, and then chose the strategies for getting there.
Tip: Your website strategy should evolve out of your marketing plan.
Prioritize Your Online Goals
Cost Effective Internet Marketing – April 21, 2010
www.trinity-ai.com © copyright Trinity Applied Internet 2010
How Many Channels Of Communication Are There?
Cost Effective Internet Marketing – April 21, 2010
www.trinity-ai.com © copyright Trinity Applied Internet 2010
• Website• Email• Mobile• SMS (Simple Messaging Service)• Social Media• Localization• Survey• Blog• Search (Google Search, PPC, Facebook)• RSS (Really Simple Syndication)
Tip: Limit your channels - focus on where your audience is.
Communication Channels
Cost Effective Internet Marketing – April 21, 2010
www.trinity-ai.com © copyright Trinity Applied Internet 2010
• Who is your audience?
• What is/are the most effective channel(s) for that audience?
• What is the most needed solution for your company?
• You are probably in more channels than you realize.
• There is an opportunity cost to entering new channels.
How To Decide What Channels To Be In?
Cost Effective Internet Marketing – April 21, 2010
www.trinity-ai.com © copyright Trinity Applied Internet 2010
Map Out the Customer Experience - Close The Loop
• Whatever channels you are in: close the loop – tie it together.
• Make sure that wherever in the cycle a user finds you, the user can also easily find the rest of your online presence.
• Closing the loop involves three parts:
– Clear incentives– Clear navigation choices– Sharing data across platforms
Cost Effective Internet Marketing – April 21, 2010
www.trinity-ai.com © copyright Trinity Applied Internet 2010
Example of an Open Loop – Google Ad Words
• If you are not closing the loop on your advertising you are wasting money.
• If you are not tracking your results you are wasting money.
Cost Effective Internet Marketing – April 21, 2010
www.trinity-ai.com © copyright Trinity Applied Internet 2010
Landing Page – Not So Good
• What are your clients searching for?
• How can they buy?• Is Facebook more
important than the sale?
Cost Effective Internet Marketing – April 21, 2010
www.trinity-ai.com © copyright Trinity Applied Internet 2010
Landing Page – Better
• Limit their choices.• Make it easy.• Tell them what to do.
Cost Effective Internet Marketing – April 21, 2010
www.trinity-ai.com © copyright Trinity Applied Internet 2010
Landing Page – Best
• Limit their choices.• Make it easy.• Tell them what to do.
Cost Effective Internet Marketing – April 21, 2010
www.trinity-ai.com © copyright Trinity Applied Internet 2010
What is Localization?
• Localization is the process of making a website accessible, usable and culturally suitable to a specific language, group, or place.
• Free Services that can help place your website:– Google Local Business Center - http://www.google.com/local/add
– Yelp! - http://www.yelp.com/reno-nv
– Craigslist - http://reno.craigslist.org/crs
– Gowalla - http://gowalla.com
– Foursquare - http://foursquare.com
– Twitter - http://twitter.com
– Facebook - http://www.facebook.com
Cost Effective Internet Marketing – April 21, 2010
www.trinity-ai.com © copyright Trinity Applied Internet 2010
Google Local Business Listing
Cost Effective Internet Marketing – April 21, 2010
www.trinity-ai.com © copyright Trinity Applied Internet 2010
Google Local Business Listing
Cost Effective Internet Marketing – April 21, 2010
www.trinity-ai.com © copyright Trinity Applied Internet 2010
Remember
• Get specific with your marketing goals and objectives.
• Limit your channels.
• Track visitor information.
• Map out your customer experience (close the loop).
• Localize your business.
Cost Effective Internet Marketing – April 21, 2010
www.trinity-ai.com © copyright Trinity Applied Internet 2010
Questions?
Cost Effective Internet Marketing – April 21, 2010
www.trinity-ai.com © copyright Trinity Applied Internet 2010
Keith Anderson
• Trinity Applied Internet – http://trinity-ai.com• Email: [email protected]• Twitter: http://twitter.com/keith_anderson
Download the presentation: http://trinity-ai.com/nace/
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