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© 2016 Watermelon Mountain Web Marketing 1
Big Time Marketing on Little Money
Albuquerque SCORE
June 23, 2016 Jan Zimmerman, Author
Web Marketing for Dummies Social Media Marketing All-in-One for Dummies
Facebook Marketing All-in-One for Dummies Watermelon Mountain Web Marketing
[email protected] 505-344-4230
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© 2016 Watermelon Mountain Web Marketing 2
Offline
Old-school
Direct Mail
Sales
Advertising
TV
Radio
Brochure
Online
New-school
Social Media
SEO & PPC
Video
Podcast
Website
PART A: THE MARKETING PLAN Traditional vs. Digital
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© 2016 Watermelon Mountain Web Marketing 3
Let’s Take Our Own Poll How Many Already Have...
• Web site/blog
• Mobile-friendly site
• Press releases
• E-newsletter
• PPC ads
• Paid Banners
• Video & Images
• Marketing collateral (print)
• Direct mail
• Flyers
• Classified ads
• Print display ads
• Radio, TV, other
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© 2016 Watermelon Mountain Web Marketing 4
• What are you trying to achieve?
• leads, repeat customers, sales, visitors offline?
• What objectives can you specify?
• How will you measure success?
• What is your budget?
• How long will it take you to recover your investment?
A Quick Review of Similarities: Marketing Goals & Objectives
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© 2016 Watermelon Mountain Web Marketing 5
• Who will do the work?
• When will they do it?
• Use google.com/calendar or calendar.yahoo.com
• What tools will you deploy?
• What performance metrics will you gather and when?
Marketing Plan Implementation
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© 2016 Watermelon Mountain Web Marketing 6
• Who is your target market (demographics)?
• What media do they use?
• What skills, staff, and other resources do you have available?
• How much time will you allocate to marketing - estimate 2 hours/tactic/week!
• What channels will you use? Try to do only 1-2 major channels at a time.
Strategy & Tactics
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© 2016 Watermelon Mountain Web Marketing 7
New Tools, Old Rules Know Your Target Market
http://www.junctionsolutions.com
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© 2016 Watermelon Mountain Web Marketing 8
Target Your Audience
• by interest area
• by geographical region
• by demographics
• by contextual reference
• by behavior
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© 2016 Watermelon Mountain Web Marketing 9
New Tools, Old Rules: Fish Where Your Fish Are...
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© 2016 Watermelon Mountain Web Marketing 10
The 4 P’s of Marketing
• Product or Service
• Price
• Position or Place (distribution)
• Promotion
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© 2016 Watermelon Mountain Web Marketing 11
Product or Service
• Physical product(s) or service(s) being sold
• Includes packaging, associated services, e.g., tech support
• Use surveys
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© 2016 Watermelon Mountain Web Marketing 12
Price
• Price point for product or service
• Includes discounts, special offers, warranties
• Compare to competitors
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© 2016 Watermelon Mountain Web Marketing 13 13
Position or Place • Where distributed
• When distributed
• B2B vs. B2C
• How customers buy
• Where
• When
• How (catalog, phone, online, in-store)
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© 2016 Watermelon Mountain Web Marketing 14
Promotion • Advertising
• Promotion
• Publicity
• Marketing collateral
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© 2016 Watermelon Mountain Web Marketing 15
What an Integrated Marketing Mix Might Look Like
Social
Media
mobile/website
with landing pages
E-news
letter
Press Releases
Paid Ads
Direct Mail
SEO
Networking
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© 2016 Watermelon Mountain Web Marketing 16
Making Integration Work • Have an overall strategy
• Strong calls-to-action and relevant offer
• Drive prospects to respond online (e.g. QR codes)
• Tie offline to specific landing pages that fulfill the promise of the promotion
• Maintain clear visual connection between channels
• Measure activity to specific landing pages
• Use shortened links or tracking links to see offline results in online analytics
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© 2016 Watermelon Mountain Web Marketing 17
• Expect to invest as much for each new customer as they will spend in the first year
• Costs 7X as much to get a new customer as to sell to an existing one
• Compare using CPM (cost per thousand impressions) or cost per sale
What to Expect for Costs
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© 2016 Watermelon Mountain Web Marketing 18
• Cost Per Thousand Impressions
• e.g., ad costs $500 for 10,000 impressions; CPM = $500/10 = $50
• Allows you to compare costs of different media
• The narrower the target market, the higher the CPM
CPM Lets You Compare All Media
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© 2016 Watermelon Mountain Web Marketing 19
Cost of Customer Acquisition
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© 2016 Watermelon Mountain Web Marketing 20
The Conversion Funnel
People Who See Your Marketing (Impressions)
Visits to Site (5% of Impressions)
2- 4% of
Visits
Prospects
Qualified Leads
Buyers
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© 2016 Watermelon Mountain Web Marketing 21
• Differentiate
• department numbers
• phone extensions
• who to call
• URLs
• Ask how customers heard of you
• Track coupons and sales
Tracking Results
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© 2016 Watermelon Mountain Web Marketing 22
Assessing Success: Google Analytics
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© 2016 Watermelon Mountain Web Marketing 23
Part B: Online Marketing Tactics
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© 2016 Watermelon Mountain Web Marketing 24
Cost of Customer Acquisition Online
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© 2016 Watermelon Mountain Web Marketing 25
No Matter What Tactic: Benefits vs. Features
Features Stack 4 cartons Holds up to 300 lb 6’ x 2’ Heavy duty wheels
Benefits
Save Time!
Save Your Back!
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© 2016 Watermelon Mountain Web Marketing 26
The Biggest 3-Letter Word in Marketing
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© 2016 Watermelon Mountain Web Marketing 27
The Offer: A 4-Letter Word That Begins with
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© 2016 Watermelon Mountain Web Marketing 28
Website > Mobile Site
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© 2016 Watermelon Mountain Web Marketing 29
google.com/webmasters/tools/mobilefriendly
Website > Mobile Site
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© 2016 Watermelon Mountain Web Marketing 30
Must Have: Google.com/mybusiness
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© 2016 Watermelon Mountain Web Marketing 31
• Testimonials > Product Review
• Events > Calendars
• Business Networks > Social Media
Word of Mouth > Word of Web
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© 2016 Watermelon Mountain Web Marketing 32
Testimonials: Yelp Review Site
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© 2016 Watermelon Mountain Web Marketing 33
Events > Online Calendars
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© 2016 Watermelon Mountain Web Marketing 34
Biz Networks: LinkedIn
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© 2016 Watermelon Mountain Web Marketing 35
Biz Networks: MeetUp
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© 2016 Watermelon Mountain Web Marketing 36
Direct Mail… A Few Stats
•78% of ONLINE consumers have provided a company with mailing address information to receive direct mail messages •75% of 25 to 34-year-olds have made a purchase resulting from direct mail.
•42% of direct mail recipients prefer to respond online
•25% of direct mail recipients will only respond online
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© 2016 Watermelon Mountain Web Marketing 37
Direct Mail > Email
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© 2016 Watermelon Mountain Web Marketing 38
Direct Mail >E-Newsletters
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© 2016 Watermelon Mountain Web Marketing 39
Press Releases > Online
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© 2016 Watermelon Mountain Web Marketing 40
• Cast a wider net
• Branding & Loyalty
• Build relationships
• Improve business processes
• Improve search engine ranking
• Sell when opportunity arises
• Mostly free (except for labor)
• Now offer targeted advertising
Pros of Using Social Media
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© 2016 Watermelon Mountain Web Marketing 41
• Requires time (2
hr/wk/channel)
• Difficult to gain visibility
• Not as good for sales yet
• Advertising on social media has lower CTR than other online ads
Cons of Using Social Media
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© 2016 Watermelon Mountain Web Marketing 42
Usage of Social Media
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© 2016 Watermelon Mountain Web Marketing 43
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© 2016 Watermelon Mountain Web Marketing 44
Instagram (mobile)
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© 2016 Watermelon Mountain Web Marketing 45
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© 2016 Watermelon Mountain Web Marketing 46
Yellow Pages > Directories
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© 2016 Watermelon Mountain Web Marketing 47
Yellow Pages > Maps
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© 2016 Watermelon Mountain Web Marketing 48
TV > YouTube
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© 2016 Watermelon Mountain Web Marketing 49
What You Can Accomplish With Low-Cost Promotion
• Reach a targeted audience
• Integrate with and enhance other promotion
• offline: use your domain name and landing pages on radio, print, tv, packaging
• online: drive traffic to your website, blog, or social media presence with SEO, links
• Achieve synergy with other activities (web, social media, blog, newsletters, flyers)
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© 2016 Watermelon Mountain Web Marketing 50
Exercise • Break into teams of four
• Review the marketing problem
• Define your target audience
• Select 4 offline and 4 online tactics for your marketing mix
• 15” for discussion with your team
• Report results to group 15” total
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© 2016 Watermelon Mountain Web Marketing 51
Jan Zimmerman
Watermelon Mountain Web Marketing
(505) 344-4230
watermelonweb.com/resources
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