online marketing 0.00101 for start-ups
TRANSCRIPT
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Rita BakerPrinciple Consultant
Baker Marketing
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Marketing Hourglass
MarketingFunnel
Retention &Propagation
Awareness
AwarenessKnowledge
Interest
Considera-tion
Intent
Repeat
Preference
Loyalty
ReferralAdvocacy
Source: Beyond the Funnel: The Marketing Hourglass
Purchase/Subscription
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What is Online Marketing?
• Any action, taken on the web, whose goal it is to help a customer/subscriber progress from the top of the marketing hourglass to the bottom
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Two Marketing Life Lessons
Your marketing budget is NOT an expenseEvery marketing $ spent must have a positive return $$
The stronger the product/market fit, the less you will need to spend on marketing
$$$
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$$$Product
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Components of Online Marketing
Website Content
Advertising
SocialMedia
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WebsiteMarketing tactics Start-up tools
Build your site Word Press, Wix, Joomla,Drupal, Shopify, Panier d’Achats
Register it on search engines Google (65%) and Bing/Yahoo (32%) using webmaster tools
Drive organic traffic SEO plugins (such as Yoast for WP), WordTracker, MOZ
Drive referral traffic Online directories, presence on social media platforms
Optimize (A/B testing)Google (analytics, keyword planner, webmaster tools), KISS Metrics, Alexa, Open Site Explorer, Unbounce
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ContentMarketing tactics Start-up tools
Videos Animoto, GoAnimate, Wideo
Web conferences GoTo Meetings, WebEx, AnyMeeting
E-books (self-published) Calibre, Jutoh, LeanPub, Press Books, Creativist ($)
E-books (published +distributed) Smashwords, Kobo, Apple iBookstore, Amazon
Infographics Vizualize, Piktochart, Visual.ly
Blog Incorporate to your website with appropriate template
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Marketing tactics Type of content Start-up tools
Outbound (interruption)
Promotion, sales pitch, product oriented
MailChimp, Hubspot, CakeMail, ZOHO Campaigns, Admail
Inbound (permission)
Relationship building, useful information, follow-ups, personalised promotions
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Social Media
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Advertising
Types of Advertising Advertising platforms
Search Engine AdvertisingGoogle Adwords, Bing/Yahoo Advertising Network
Social media advertisingFacebook, Twitter, LinkedIn, Youtube, Pinterest, Yelp, TripAdvisor, etc.
General web advertisingGoogle AdSense, Bing/Yahoo Advertising Network, AdBrite, PocketCents, etc.
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What you need to know to do an Google AdWord campaign
https://www.youtube.com/watch?v=Oz0V1Tqi7Wk
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Questions or if you need information
Rita Baker514-346-9169
[email protected] a look at my Techno Marketing blog
http://baker-marketing.com/blogue-techno-marketing-blog/
Join us at the Montreal Lean Startup Circle meetupshttp://www.meetup.com/Lean-Startup-Circle-Montreal/