Marketing Basics

PRINCIPLES AND METHODOLOGY

Lean methodology

Concerted & focused effort not random

Test, test and test some more

Flexible plan - go with what works

Paid and free resources & products

Multiple touch points

Measure and track KPI’s

I don’t know it all – fast moving industry

OVERVIEWSet goals

Identify target market & niche

Where are your customers online/offline

Develop messaging

Test messaging & Channels

Develop ecosystem & Optimize

Analytics & additional testing

Refine goals

CREATE AND DEFINE TARGET LIST

WHERE ARE YOUR CUSTOMERS

Meta Search Channels:Google, Youtube, Sputtr, Alltop +

Twitter, wefollow, followerwonk, klout, Facebook, Instagram, Pinterest

Socialmention – deeper detail

Google Alerts

There are many specialized niche channels to investigate as well

https://www.youtube.com/watch?v=u4ZoJKF_VuA

MESSAGING & TESTING

MESSAGING AND TESTING

Citation: https://www.quicksprout.com/2013/10/17/the-anatomy-of-a-high-converting-landing-page/

Citation: http://www.modgility.com/what-is-inbound-marketing/

Citation: https://moz.com/blog/goodbye-seomoz-hello-moz

TRAFFIC CHANNELS

Citation: https://blog.bufferapp.com/content-distribution-tools

Develop Ecosystem and Traffic Channels Identify, Budget, Test - Kill or Drive

Identify channels bringing results based on testing & analytics:• Social• Pay Per Click (PPC)• DisplayAds• Email• Partnerships• Joint Ventures• Events• Influencers• PR• Events• Earned media• SEO etc…

https://moz.com/blog/seo-cheat-sheet