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Cost Effective Internet Marketing – April 21, 2010

www.trinity-ai.com © copyright Trinity Applied Internet 2010

Cost Effective Internet Marketing

Keith AndersonTrinity Applied Internet



• 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?



• 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?



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



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



• 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



• 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



• 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?



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



How Many Channels Of Communication Are There?



• 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



• 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?



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



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.



Landing Page – Not So Good

• What are your clients searching for?

• How can they buy?• Is Facebook more

important than the sale?



Landing Page – Better

• Limit their choices.• Make it easy.• Tell them what to do.



Landing Page – Best

• Limit their choices.• Make it easy.• Tell them what to do.



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



Google Local Business Listing



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.



Questions?



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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