digital marketing foundation inbound vs. outbound marketing
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Digital Marketing Foundation Inbound vs. Outbound Marketing. Presented by Karen Porter Department of Marketing School of Business Administration The University of Montana. Course Specifics. About the course Hands-on & interactive 4 weeks with “homework” - PowerPoint PPT PresentationTRANSCRIPT
Presented by Karen PorterUM School of Business Administration& ImpactOnlineMarketing.com
Digital Marketing Foundation Inbound vs. Outbound Marketing
Presented by Karen Porter
Department of Marketing
School of Business Administration
The University of Montana
Course Specifics About the course
Hands-on & interactive 4 weeks with “homework” First segment of 20 week OSMM certification course impactonlinemarketing.com/sell-digital-foundation
About your instructor [email protected] 406-529-8931
About YOU and why you are here Introductions Student information sheets
What is Marketing?
Astute evaluation of trends and opportunities
Deep insights about customer needs
Knowledge of competitors, positioning & value
Segmentation, targeting, and positioning
Effective use of Marketing Mix – the “4 P’s”
Effective relationship management strategies
Inbound vs. Outbound Marketing
Outbound marketing is traditional marketing Marketers identify the consumers they want to reach
and then broadcast out to them Interruptive marketing One-way communication
Inbound marketing lets customers find YOU They’re searching for what you have and locate YOU Two-ways (or multi-way) communication Interactive in nature Focused on relationship building and loyalty
Who is Your Target Market?
Identify by similar characteristics: Age, Gender, Income, Education, Interests, Occupation and Other Criteria of Relevance
80/20 Rule
Strategy Decisions Can Be Very Difficult
Key Marketing Strategy Decisions
Insights from Target Customers
Target Insights > Strategic Decisions >The 4 P’s of Marketing
Rules of the 4 P’s
Delivering What Your Customers Want
NOW You Can Think About Specific Marketing Tactics
Before the Internet
Businesses relied upon traditional media: Yellow Pages Newspapers Television Radio Magazines Telemarketing Direct Marketing Fax Marketing
Times are Changing
Traditional advertising media are losing effectiveness – and here’s why!
Times are Changing
Directories – (focusing primarily on Yellow Pages)
Get out-of-date quickly (may be inaccurate) Expensive Multiple options (does Missoula need 3 Yellow Pages?)
Does your business need to BE in all three? Huge fall-out in usership – consumers moved online
Traditional advertising media are losing effectiveness
Times are Changing
Print Publications Printing costs have increased Readership is skewed to older demographics Fewer readers = lower distribution = lower ad revenues Major newspapers have closed their doors
Traditional advertising media are losing effectiveness
Times are Changing
Television – harder to grab and hold attention Fragmentation of viewers Zipping (skipping through commercials) Channel surfing during commercials Alternative viewing – Hulu
Traditional advertising media are losing effectiveness
Times are Changing
Radio Background medium (hard to get undivided attention) Alternative options in vehicles
Satellite radio Plug in your iPod Listen to CDs
Alternatives in homes/offices Internet radio (Pandora, etc.) Cable Television music options iPods
Traditional advertising media are losing effectiveness
Times are Changing
Direct Mail – costly / low conversion / slow
Costly on a per piece basis MUST be tightly targeted to be cost effective Only works for higher prices items (based on ROI) Low conversion Slow
Traditional advertising media are losing effectiveness
Times are Changing
Directories – print versions go out of date / expensive
Print Pubs – in decline / costs up / shifting readership
Broadcast – fragmentation / zipping / zapping / Hulu
Direct Mail – costly / low conversion / slow
Telemarketing – do not call lists / intrusion factor
Faxes – mass faxing less effective / easy to overlook
Referrals – ALWAYS relevant / but lack of control
Traditional advertising media are losing effectiveness
Times are Changing
Telemarketing – 1990’s was huge for this
Do No Call Lists Significant reduction of registered land lines Viewed as privacy invasion (i.e. “spammy”
Traditional advertising media are losing effectiveness
New Media is Online& Online Statistics are Astonishing
1 Trillion + — number of web pages in the world
200+ Billion online searches each year in U.S. alone
30 % — searches that are targeted locally (city or zip )*
20 % — total online searches done by mobile phones*
37 % — small businesses without a website*
80 % — local searches done on mobile devices = buyers*
0 % — chance to connect with consumers who are searching online if an organization doesn’t
have an online presence
* 2012 statistics based on U.S. data only
Business Owners Face Marketing Challenges
Recession has led to slower sales & lower profits
Traditional media declining in effectiveness
Consumers are searching for businesses online
Business owners are confused and frustrated about how to use online marketing effectively
Many businesses lack either the knowledge, the interest, or the time to learn online marketing and develop an online strategy…..
Does This Describe You?
A Website is EssentialBut Having One isn’t Enough
Websites lend credibility The business card of yesterday
Is your website getting found? Know how people are searching & where your site is ranked
How do you drive traffic to a website? Know what your prospective customer is doing online
Is your site helping or hurting your business? Does it promote your business to best advantage?
Your site should be an online HUB!
Does it promote your business to best advantage?
Your Website as an Online Hub
Why Being “On” Google is Vital
70% of all U.S. online searches are done on Google
80% + of intl. online searches are done on Google
(with a few notable exceptions – ex: China)
60% of searchers do not typically search beyond page one of search engine results
Do you know what your potential customers are searching for? – Keyword Research
Need to be FOUND by those searching for the goods and services you offer – SEO (Search Engine Optimization)
Website Not Getting Found?
Was the site developed strategically? Were goals clearly defined on the front end? Was keyword research done first to drive how and where those words
are optimized on the site?
Did development include these 3 key elements? Solid coding (the site functions as it should) Strong design (attractive, credible & user-friendly) Strategic marketing (solid SEO, marketing strategy done on front-end,
integrated and ongoing online marketing strategies)
Are you using best practices of SEO? On-page optimization Links coming into the website (quality counts more than quantity) Social validation
Mobile Marketing – The Next Wave
67 % of U.S. citizens now own smart phones
Japan and Europe mobile are far ahead of U.S. in smart phone
usage; the U.S. is sure to follow
97% of smart phone users search online by phone
<20% of all sites are mobile-friendly
By end of 2014, more people will access websites by smartphones and tablets than by desktops and laptops combined!
Social Media – “Do I HAVE to use…”
Facebook Twitter LinkedIn Pinterest Google + Local Blogging Instagram Other?
Social Media KISS – F.O.C.U.S.
Focus – on 1-2 targeted social media platforms
One in four “rule”
Calendar – plan monthly / quarterly in advance
Utility – use tools to make posting easier
Social – create content that is “share-worthy”
“Share-worthy” is KEY
Share-worthy is NOT:
Share-worthy Content
Is NOT: Pitch, pitch, pitch Obviously self-serving all the time One-sided communication
IS: Interactive – two way communication Involves your customers, fans, etc. Engaging!
Four Types of Content
Informing
Storytelling (most important)
Product / service reminders (i.e. “selling”)
General (but related) content
Informing Content
What’s new in your business New products New services New staff
Updates special events Sales and promotions Special events – grand opening, holiday celebration, etc.
Other “announcement” type information Awards Media coverage Etc.
Storytelling Content
Stories about your customers
Stories about you – personalize the business owner / managers of the business
Stories about staff and why they work for you
Schedule: as often as possible – will need to encourage participation!
Product & Service Reminders
Product / service highlights Subtle “selling” of a product your carry or
service you offer Present as problems to solutions when you can Do NOT make it a strong sales pitch Soft-selling in social media works much better
General Related Content
Fun, FYI-type information that is relevant to your products / services Cartoons Memes Photos sent in my customers, Etc.
Fun, FYI-type info that is universally appealing (quotes and related)
What Does All This Mean for Biz?
Marketing strategy needs to marry online and offline marketing initiatives
Know specifically the words your customers are using to search – them use those words online
Use online findings to market offline
Use media that is right for your type of business
Know what’s already working for you - continue using what works and eliminate what’s not
What Does All This Mean for Biz?
Know your “conversion funnel” statistics – having the ability to measure gives you power
Develop a STRATEGY (don’t just try a hodge-podge of ideas hoping something will work)
Measure and tweak what’s working and then “rinse and repeat” to improve your results
Do NOT try to do everything – start by doing several things really well and you’ll have better success
Add more things as you succeed with initial efforts
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