Online Marketing Presentation for SUNY New Paltz AMA

How To Become a Lean Mean
Green Digital Marketing Machine
Presented by: Jeff Zelaya

Social Media Speaker - Jeff Zelaya -
http://socialmedia4students.com

August 13, 2011
2011gust 13, 2011Social Media Speaker - Jeff Zelaya -

Today I’ll share with
you the 3 secrets to
my success

Secret #1
Personal
Branding

Relevant Differentiation

Awareness

Secret #2: NetworkSocial Media Speaker - Jeff Zelaya -

Ask the Good Questions
and Listen

Let me introduce you to
Billy

Seek first to help
then, to be helped

Secret #3

Formal education will make you a living;
self-education
will make you a fortune.

Take Advantage of Online Resources

Secret #1: Personal Brand
Secret #2: Network
Secret #3: Learn

Now that we have the prerequisites
out of the way let’s get to the good
stuff….

Today’s Agenda
 Social Media
 Email Marketing
 Search Marketing

“Social Media isn’t the end-all-be-all, but it
offers marketers unparalleled opportunity
to participate in relevant ways. It also
provides a launchpad for other marketing
tactics. Social Media is not an island. It’s a
high-power engine on the larger marketing
ship.”
-Matt Dickman
Social Media Marketing

Why do we “Market”?
More…
 Customers
 Clients
 Volunteers
 Donors/Members
 Brand Awareness
 Sales
 Time

Marketing is Changing Everyday

5 Types of People

Social Media Marketing is…
 Building your social network & using it
 Sharing relevant and interesting content
 Reaching & engaging more people
 Driving more business.

These are the concerns I hear..
 Social Media Marketing looks interesting, but…
I will never have a million customers or even
5,000….
 Using new, inbound marketing tools sound great,
but…
I don’t know what to write about or say….
 Listening to what’s being said on social media
sounds useful, but…
I’ll never have a dedicated staff to do it right…
 I hear about new tools and networks everyday, but
I just don’t have the time to stay current

Let’s Look at What You Do Have
You can successfully market your business or
association because you have…
 Loyal, happy customers
 An excellent customer experience
 Interesting and important things to say!

“Social Media is about the people! Not about
your business. Provide for the people and the
people will provide for you.”
-Matt Goulart
3 Keys to Social Media Marketing

Key #1 - Set S.M.A.R.T Goals
 Drive engagement (action)
 Encourage repeat business
 Encourage referrals
 Get online endorsements
 Reach new customers through online, word-of-
mouth marketing

Key #2 – Get Connected
Where are your customers, partners
& competitors?Social Media Speaker - Jeff Zelaya -

Key #3 – Build your Presence
Make your social presence a reflection of your
business/organization.
 Don’t blur personal and professional use.
 Be transparent.
 Be complete
 New users should immediately identify what you
do.
 Deliberately choose your expertise and areas of
engagement.
 Put the social in the social media.
 Be broad and informal…and have fun!
 Tie it all in

“Content is King”
-Anonymous
3 Keys to Content Success

Key #1 – Starter Content
 Basic information
 Tips and practical advice
 Q & A
 Past newsletters
 Polls and surveys
 Blog Posts
 Partner websites
 Product or service reviews
 Thought-provoking discussions that inspires dialogue
 Relevant videos, photos, podcasts

Key #2 – Share it
 Every network is different
 Short & Sweet
 Be an Original
 Include Links
 Get others to share it for you

Key #3 – Engage with the audience
 Ask questions about the content
 Answer questions
 Thank people for sharing
 Reply to comments and tweets
 Reward engagement
 Be consistent

“A manager is responsible for the application
and performance of knowledge.”
-Peter Drucker
3 Keys to Social Media
Management

Key #1 – Schedule It
 Create a content calendar
 Stick to it
 Start slow and build up
 Record time spent on social media
 80/20 Rule
 Be patient
 Be consistent

Key #2 – Use Technology
 Sign up for Google Alerts
 Use Hootsuite, Buffer App, TweetDeck, Radian6,
Vocus
 Measure Cross Channel – Use Google Analytics
 Each Platform has their own technology and
metrics
 Keep up to date: Bookmark Mashable.com

Key #3 – Hire Someone
 Outsource or internally
 Do we have the expertise?
 Can the job be shared?
 Agency or Individual?
 Setup, maintenance or both
 Is there a budget?
 Do we plan on growing?

"Social media is not checkers; it's chess."
-Scott Galloway
Social Media Don’ts

Don’t Sell

Don’t Overly Self Promote

Don’t Bribe

Don’t Overshare

Don’t Blabber On

“A strong foundation increases the value
of everything you do.”
-Aaron Wall
Intro to Email Marketing

Email Marketing is..
Delivering professional email communications…
…to an interested audience…
…containing information they find valuable.

Using an Email Service Provider
Email Service Providers automate best
practices
 Provide easy-to-use templates
 Reinforce brand identity
 Email addressed to recipient only
 Manage lists – adding new subscribers, handling
bounce-backs, removing unsubscribes
 Improves email delivery, tracks results and obeys

Acquiring Customers
It Takes Time, Money, Energy & Effort…
On average, it takes 7 touches for a sale to occur.
 Some buy right away
 Others research and try
 Some show interest but don’t trust you

“Try not to become a man of success, but
rather try to become a man of value.”
Albert Einstein
3 Keys to Email Marketing

Key #1 – Build The List
 Build Your List Where You Connect

Key #2 – Set Goals
Promote
 Motivate purchases
 Increase event attendance
Inform
 Inform potential customers
 Differentiate my business
Relate
 Increase loyalty
 Encourage more referrals

Provide Value to Your Audience

Determine Appropriate Format
Newsletters
 Frequency: Regular i.e. monthly / weekly
 Lots of educational content (typically non-promotional)
 Use bullets, summarize information, be concise
Promotions / Invitations / Surveys
 Frequency: Depends on your business and sales cycle
 Focus on promotion / limited content
 Use content to invite click-through or other action
Announcements
 Frequency: Event-driven
 Press releases, holiday greetings, thank you cards…
 Use content to build deeper relationships

Frequency & Delivery Time
How often to send
 Create a master schedule
 Include frequency in online sign-up “Monthly
Newsletter”
 Keep content concise and relevant to planned
frequency
When to send
 When is your audience most likely to read it?
 Day of week (Tuesday & Wednesday)
 Time of day (10am to 3pm)
 Test for timing
 Divide your list into equal parts
 Send at different times and compare results

Key #3 – Get Your Emails Opened
The “From” line
 Use a name your audience recognizes
 Include your organization
 name or brand
 Refer to your business in the same way your
audience does
Be consistent

The “Subject” Line
 Keep it short and simple
 30-40 characters including spaces (5-8 words)
 Incorporate the immediate benefit
 of opening the email
 Capitalize and punctuate carefully
 Avoid copying the techniques inherent in spam
emails.

Avoiding “Spam-speak”
 The words: free, guarantee, spam, credit card
etc.
 ALL CAPITAL LETTERS
 Excessive punctuation !!!, ???
 Excessive use of “click here”
 $$, and other symbols
 No “From:” address
 Misleading subject lines

Don’t Forget To Analyze Reports
 What are the trends?
 Fewer subscribers engaging
 More subscribers clicking links
 What are they clicking?
 How can you segment?
 Which lists are performing better?

“Experimentation is the only way. No one
really knows whether that page will rank
#1 in Google; no one really knows which
paid search copy will get the highest click
rate. Even experts can’t tell you which
content will attract the most links. You just
have to try it and see”
-Mike Moran
Intro to Search Marketing

Why does the front page matter?

Google’s Front Page

What is AdWords?
AdWords is Google's flagship advertising product
and main source of revenue. Google's total
advertising revenues were USD$23 billion in 2009.
AdWords offers pay-per-click (PPC) advertising,
and site-targeted advertising for both text, banner,
and rich-media ads. ...

What is SEO?
SEO stands for “search engine optimization.” It is
the process of getting traffic from the “free,”
“organic,” “editorial” or “natural” listings on search
engines. All major search engines such as
Google, Yahoo and Bing have such results, where
web pages and other content such as videos or
local listings are shown and ranked based on what
the search engine considers most relevant to
users.

“SEO is a marketing function for sure, but it
needs to be baked into a product, not slapped
on like icing after the cake is baked.”
- Duane Forrester
3 Keys to SEO Success

Key #1 – Pick Keywords
 Think like your customer
 Use Google AdWords Tool – Check
Volume/Difficulty
 Do the Keywords match your content
 Are your keywords in? (URL, Description, Plugin,
Alt Text)

Key #2 – Build Links
 Links are essentially “Votes” for your site.
 Who can you reach out to that can link you?
 Who can you link to?
 What Link Anchor text will you use?
 How can social media help you build links?

Key #3 – Create Awesome Content
 Why do you share?
 Funny, Motivating, Controversial, Informative
 Press Releases
 Product Reviews
 Video Reviews
 Funny Photos
Blendtec increased sales
1,000%

“Never let your ads write checks
that your website can’t cash.”
-Avinash Kaushik
3 Keys to AdWords Success

Key #1 – Have a Call to Action
 Calls to action produce results
 You don’t want to waste $$
 Have a clear purpose for the click
 Have a variety of calls to action and measure
 Test, Test, Test

Key #2 – Pick the Right Keywords
 Think like your customer
 Analyze the results and conversions

Key #3 – Pick the Right Target
 Build a Geo Specific Campaign – Use Zip Codes
 Run the campaign at the right times
 Make sure the ad and landing page match the
query

Resources
 Mashable.com
 SearchEngineLand.com
 SocialMediaExaminer.com
 JeffZelaya.com
 Vocus Blog

Thank you!
Email: jeffzelaya@gmail.com
Phone: 305.766.2631
Website: http://jeffzelaya.com
Twitter: @jeffzelaya

Online Marketing Presentation for SUNY New Paltz AMA

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Online Marketing Presentation for SUNY New Paltz AMA