Digital Marketing Primer

Edward NiuCEO & Founder

eniu@ilnenterprises.com.com510-592-4351

Text EDNIU to 72727

Preparing Your

Organization for

Success Online

Who Is Ed Niu?Princeton University EE GraduateUniversity of Illinois @ Urbana-Champaign MSETRW Systems EngineerBegan Online Marketing in 2006 International Online Marketing Director of an

Inc. 500 Company 2007-2009 Founded ILN Enterprises, Inc. 2008 Founded Movocity 2011 SL Chamber VC Marketing & Comm SL Rotary Board Member

Have You Heard Of…

SEO

PPC

Facebook

The Cloud

HostingRank #1

Apps

TweetsSMS

1. The Five-R Frameworka) Making Sense of Digital Marketingb) What Service Belongs Where

2. Putting the Puzzle Together- Your Marketing Funnel

3. Q&A

Digital Marketing Overview

The Five R’s

5. Referral

4. Resell 3. Reach

2. Reputation

1. Results

SUCCESS!

#1 - Results

Keep the end Goal in mind before you start.

- Sales / Donations- Traffic / Visitors- Downloads (Reports, Mobile App, Templates)- Sign up for appointments- Build Your List (Email, Phone, SMS Text)

#2 - ReputationPeople are searching online more than ever to research you and your organization.Do you know what your online reputation is?

Establish Web Storefront

Nearly 50% of small businesses do not have a website, 90% are not mobile optimized

Different Types of Storefronts

Website Landing Page Blog Facebook page Mobile App Video Online

Online Properties That You Can Direct Traffic To In Order To Accomplish Your Goal / Result

#2 – Testimonials & Profiles

Ask for Testimonials from clients, supporters, etc.Post them on your website & social media

Social Media ProfilesFacebook, LinkedIn, Twitter, YouTubePinterest, Instagram, Tumblr

Review SitesYelp, Google Places, Industry Specific Sites

#3 - ReachDo more people know about your organization TODAY than yesterday?

Traffic is…GREAT!

Pay Per ClickGoogle AdwordsFacebook AdsRetargetingMobile Traffic

Organic SEOSocial MediaBlogging

Media BuysBanner AdsSolo AdsCPV

Joint Ventures

Marketing Funnel – BasicHow Goals Are Achieved Online

Traffic OnlineStorefront

Result

Example – Landing Page

#4 - Resell

“Would you like fries with that?”

• Resell• Upsell• Cross-sell

Keep ConnectedThe Least Expensive Way To Acquire a Customer is to Have an Existing Customer Repurchase

Direct Mail By Phone Email / AutoRes SMS Text

Setup Ways to Contact Your Customers ConsistentlyBuild Your List!

Mobile App Facebook Like LinkedIn

Always Provide Value in Your Content!

#5 - Referral

With Results, Reputation, Reach, and Resell Done, You Should Get Referrals & Raving Fans Organically

Bonus R - Report

You should aim to “report” everything that happens in your marketing funnel process.

Number of visitors to a webpage Conversion rates from traffic to action taker What is Your ROI? Customer Relationship Mgmt (CRM) Software

Putting Together The PiecesLet’s Categorize Some Examples:

5. Referral

4. Resell 3. Reach

2. Reputation

1. Results

SUCCESS!

That’s a Marketing Funnel!Traffic Online

Storefront

Raving Fans Promotion/Education

Goals

Action Plan1. Go Through the Five R’s2. Define Goal(s) / Result(s)3. Build Reputation & Online

Storefront w/ Goal In Mind4. Drive Traffic5. Track Everywhere You Can6. Add the Rest As You Go

Go to www.ilnenterprises.com/connection Sign up for a copy of this presentation, future news Online Marketing Webinars / Hangouts

Q & A

Edward Niu510-592-4351eniu@ilnenterprises.comTwitter: @edniuwww.facebook.com/edniuLinkedin.com/in/edwardniuText EDNIU to 72727