Marketing on a Shoestring Budget - Riverside Chamber - Jon Burgess
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Transcript of Marketing on a Shoestring Budget - Riverside Chamber - Jon Burgess
“Half the money I spend on advertising is wasted; the trouble is I don't know which half.”
@jonburgess
Market Leaders
PIMS -Market leaders have proven…• Charge more for the same goods• Grow 2x as fast• Pick up 6% market share/yr.• Show 12% higher returns on sales
Google’s 1 one goal is to give people the answers
they’re looking for.
http://www.google.com/competition/betteranswers.html
Customer Satisfaction
http://massively.joystiq.com/2014/09/01/firefall-gets-a-chinese-publishing-deal/
$160 million being paid for licensing fees and royalties.
What the experts told me.
Left, Sheryl SandbergChief Operating Officer of Facebook
Center Wendy ClarkChief Marketing Officer Coca-Cola
Right, Carolyn EversonVP of Global Marketing Solutions at Facebook
FOR BRANDS
http://adage.com/article/digital/brands-organic-facebook-reach-crashed-october/292004/
http://www.marketingweek.co.uk/sectors/technology-and-telecoms/news/facebook-seeks-to-put-the-record-straight-on-organic-reach/4010718.article
2%
Google+
• Google Continues Work On Promoting Topic Authorities
• Author Authority Is Uses For In-Depth Articles
http://www.seroundtable.com/google-author-rank-indepth-articles-18246.htmlhttp://www.seroundtable.com/google-good-guy-algorithm-17848.html
Zettabytes
2011 - 1.8 2012 - 2.8 2020 - 40.0
http://www.webopedia.com/quick_ref/just-how-much-data-is-out-there.html
http://offers.hubspot.com/marketing-benchmarks-from-7000-businesses
FOR BRANDS
http://adage.com/article/digital/brands-organic-facebook-reach-crashed-october/292004/
http://www.marketingweek.co.uk/sectors/technology-and-telecoms/news/facebook-seeks-to-put-the-record-straight-on-organic-reach/4010718.article
2%
FOR BRANDS
“Facebook has taken the position that fans should mainly be looked at as a way to make paid advertising more effective, as opposed to a free distribution channel.”
http://adage.com/article/digital/brands-organic-facebook-reach-crashed-october/292004/
=$
is LISTENING
http://newsroom.fb.com/news/2014/05/a-new-optional-way-to-share-and-discover-music-tv-and-movies/http://www.forbes.com/sites/kashmirhill/2014/05/22/facebook-wants-to-listen-in-on-what-youre-doing/
“smartphone app that can turn on users’ microphones and listen to what’s happening around them”
• 16% of YouTube videos are shared/embedded on Tuesday, 11am-1pm.
• 15 sec. or shorter are shared 37% more.• 20% of your viewers will click away from a
video in 10 seconds or fewer.• 100 Million people watch video each day• Average person watches 32.2 Videos
http://www.videobrewery.com/blog/18-video-marketing-statistics
Shorter is better
Email Engagement• 100% customer or ex-customer list• Engaging conversation verse promotions
Open
Click
Promotion verse Change
Promotions• Open 41%• Click 6.4%
Engagement• Open 49.9%• Click 58.8%
Change• Open +6.7%• Click +52.3%
Promotions
Engagement
Sales Funnel
http://blog.hubspot.com/blog/tabid/6307/bid/33711/The-Steps-You-Need-to-Define-the-Stages-of-Your-Sales-Marketing-Funnel.aspx @jonburgess
Website Campaign - Traffic
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 190
100
200
300
400
500
600
700
800
900
1000
Monthly Website Visitors
FebruaryJanuaryDecemberNovember
Visit
ors
@jonburgess
Leads – Email Contacts
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 200
2
4
6
8
10
12
14
Contacts/Leads To Website
FebruaryJanuaryDecemberNovemberOctober
@jonburgess
Leads – Email Contacts
1 5 9 13 17 21 25 29 33 37 41 45 49 53 57 61 65 69 73 77 81 85 89 93 97 101 105 109 113 117 121 125 129 133 137 141 1450
10
20
30
40
50
60
Contacts/Leads To Website
@jonburgess
Social Traffic to Website
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 200
20
40
60
80
100
120
Social Media Clicks Per Month
FebruaryJanuaryDecemberNovember
Click
s
@jonburgess
Consumer Resources
• Zero Moment of Truth
• Klout.com• Google Analytics• Facebook Insights• Google+• Google Alerts• Digital Press Releases
@jonburgess
Email Tools
• Mail Chimp• Constant Contact• Vertical Response• iContact• GetResponse• HubSpot• Infusionsoft• http://e-benchmarksstudy.com