MHCA Annual Meeting Presentation
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Presentation for MHCA membership at their annual meeting in Clearwater Beach, FL Feb. 21-24.
Transcript of MHCA Annual Meeting Presentation
Prepared for:Prepared for:
Four Four Marketing Marketing Pillars that Pillars that Matter MostMatter Most
Image: www.treklens.com
Challenges You Face TodayChallenges You Face Today
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New Definition of MarketingNew Definition of Marketing
WHAT IS WHAT IS SOCIAL SOCIAL MEDIA MEDIA AND WHY AND WHY YOU YOU SHOULD SHOULD CARECARE
#1 Strategy #1 Strategy Before TacticsBefore Tactics
Demographics | Geographics | Behavioral | Psychographics
Describe Your Target AudiencesDescribe Your Target Audiences
Find your coreFind your coretalk-able differencetalk-able difference
The Three Parts of the BrainThe Three Parts of the Brain
Image: www.sharpbrains.com
New Brain
Middle Brain
Old or Reptilian Brain
Six Stimuli of the Old BrainSix Stimuli of the Old Brain
Image: www.salesbrain.com
#2 Educate and inform. #2 Educate and inform. Don’t sell. Don’t sell.
Image: www.marketfin.com
#3 Build a #3 Build a Referral Referral SystemSystem
• Become more referable
• Target your sources
• Educate your sources
• Motivate your sources
• Follow up with all
Your Referral SystemYour Referral System
Digital interactivity is now at the center of marketing
#4 Harness #4 Harness the Internetthe Internet
OUTBOUND VS. INBOUND MARKETINGOUTBOUND VS. INBOUND MARKETING
* Telemarketing * Tradeshows* Direct mail * Email blasts* Print ads * TV/radio ads
* SEO * Landing pages* Blogging * PPC* Content * Buzz
“… the Internet has turned what used to be a controlled, one-way message into
A real-time dialogue with millions.
DANIELLE SACKSTHE FUTURE OF ADVERTISINGFAST COMPANY, NOVEMBER 17, 2010
Before Google Before Google (10+ years ago)
Before Before Social Media Social Media (2 to 10 years ago)
The Age ofThe Age ofSocial Media Social Media (today and future)
4 Cs of 4 Cs of
Social Media MarketingSocial Media Marketing
Content + Context + Connection + CommunityContent + Context + Connection + Community
79% of adult Americans use the Internet.
SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010
78% of Internet users conduct product research online.
.
SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010
9 out of 10Internet usersvisited a socialnetworking site each month in 2010
83% of Millenials
have joined a social network
SOURCE: Pew Internet Generations 2010 report
YouTube is the 2nd largest search engine in the world
Facebook Facebook added over added over 200 million 200 million users in less users in less than a yearthan a year
Years to reach 50 million users...
IF FACEBOOK WERE A COUNTRY, IT WOULD BE THE 3rd MOST POPULATED IN THE WORLD
1 out of every 8 minutes online is spent on Facebook
40% of Facebook’s user base is age 35+
Social Media Advertising
Ninety percent of consumers trust recommendations of people they know, while 70 percent trust consumer opinions posted online
Nielsen Global Online Consumer Survey, 2009
Social Media is word of mouth on steroids
Do you like what Do you like what they are saying they are saying about your about your brand?brand?
OLD WAY = PRESS RELEASESOLD WAY = PRESS RELEASES• MMainly for media/press• Media coverage or bust
Image: www.raymond-weil.com/.../Press-Releases.html
NEW WAY = NEWS RELEASESNEW WAY = NEWS RELEASES• For everyone (your Ideal Client)For everyone (your Ideal Client)• SEO toolSEO tool• Maybe get media coverageMaybe get media coverage
75% OF SEO 75% OF SEO IS OFF PAGE IS OFF PAGE AND INVISIBLEAND INVISIBLE
Recommendations from FriendsRecommendations from Friends
1. “I know Patrick Giammarco”
2. “Patrick Giammarco is a marketing expert”
3. You trust the person saying this
Links Are Like Online RecommendationsLinks Are Like Online Recommendations
1. A link: www.pwgmarketing.com
2. Anchor text: small business marketing coach
3. Link is from a trusted website
News Release Goals:News Release Goals:
1. Build inbound links to increase search rank
2. Increase “find-ability”
3. Get press coverage
SOCIAL MEDIA SOCIAL MEDIA NEWS RELEASESNEWS RELEASES
ContentContent
1. Your existing content is likely good
2. Don’t only do “Our company just did X”
3. Ideas:• Industry trends• Survey data• Case studies
Style ChangesStyle Changes
1. Names• “Patrick Giammarco” every time, not just 1st time
2. Abbreviations• “Search Engine Optimization” vs. “SEO”
KeywordsKeywords
1. Use keyword tool
2. Pick 1 or 2 to focus on per release• Best keywords: long term and boilerplate• Long tail: couple press releases
3. Use in title
4. Use in text
5. Use as anchor text
BoilerplateBoilerplateInclude links and keywords
Frequency and TimingFrequency and Timing
The game has changed.Play differently.
Publish a news release if you have content!
ResourcesResources
Web sites– http://www.webinknow.com– http://www.hubspot.com– http://pressrelease.grader.com– http://www.pr-squared.com/downloads/smprtemplate.pdf
• Books– New Rules of PR and Marketing, Meerman Scott– Inbound Marketing, Halligan and Shah
Four Four Marketing Marketing Pillars that Pillars that Matter MostMatter Most
Image: www.treklens.com
1. Strategy Before Tactics2. Educate and Inform;
Don’t Sell3. Build a Referral System4. Harness the Internet
What Do You Think?
Thank Thank YouYouPatrick W. Giammarco
www.pwgmarketing.com
Email:[email protected]
Twitter:twitter.com/pwgiammarco
LinkedIn:linkedin.com/in/patrickgiammarco
