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Online Marketing Institute (OMI) SMB Marketing Essentials

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A guide to (SMB) marketing on less, for less. Includes online marketing essentials, tips and tricks for building brand and generating revenue.

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Online Marketing Institute (OMI) SMB Marketing Essentials

  1. 1. Executive Author Michelle Fitzgerald Content Contributors Hubspot, Exact Target, Cordova Consulting, and Communicate Value. The Essentials of [Small Business] Online Marketing
  2. 2. What You Will Learn  How to plan in a way that mirrors your business plan and aligns with consumer needs and interests.  Why content is critical to building and choosing online marketing channels.  How others will find you, organically and via purposeful content strategies.  How you can find others with data-driven techniques.  How measuring for success is focused inside and outside.
  3. 3. Step 1. Plan Making the simple complicated is commonplace; making the complicated simple, awesomely simple, that's creativity. - Charles Mingus
  4. 4. Define Your Target Audience  Who is my ICP*? Re-purpose your business plan to build a marketing strategy.  Where do I find my ICP? Leverage industry insights, and free survey/polling tools to better understand your target audience. *ICP = Ideal Customer Profile
  5. 5. Setting Goals & Boundaries Time is Money. Costs Should be Short-Term. ROI Is About Immediacy.
  6. 6. Step 2. Basics Marketing is dependent on 2 Cs. Communication. Content.
  7. 7. Why Content? Because your value prop must be communicated to the informed and uninformed consumer to drive bottom line results. E-mail Social Media Website Ad Campaig ns VideoWebinars Example Content Channels
  8. 8. What Content? Does it align with your communication goals and business priorities? Does it educate and inspire action with consumers? E-mail Social Media Website Ad Campaig ns VideoWebinars News & Product Updates Fan Pages Landing Pages Ad Creative VideoCase Studies Example Content Deliverables
  9. 9. Which Content Distribution Channels? Focus on media that has the highest use frequency for your target audience. *Data Sources: Illustrative purposes only 27% 18% 55% Email Online Forums Social Networking Online Channel Analysis Example Where do “Moms” A25-54 spend their time online?
  10. 10. Step 3. Getting Found Increasing Brand Awareness & Purchase Intent.
  11. 11. Your Online DNA SEO: The Sole of Your Digital Footprint. Priority #1. Develop a Keyword Strategy Priority #4. As appropriate, create Blog Content Priority #2. Create effective Landing Pages Priority #3. Build out Site Links from yours and others’ sites.
  12. 12. Your Online DNA Social Media: To Like or Not Like. Select channels based on your business objectives. Is generic SM presence your goal, or specific acquisition or retention KPIs? *Contributing Authors: Mike Volpe, Hubspot; Christine Gallagher, Communicate Value
  13. 13. Your Online DNA UGC (User Generated Content): Building and Preserving Your Reputation Product ReviewsStore-Front User Reviews
  14. 14. Your Communication Toolkit Email. Any Customer Prospects Your Best Customer Your Local Customer *Contributing Author: Morgan Stewart, Exact Target
  15. 15. Your Communication Toolkit Blogs.
  16. 16. Your Communication Toolkit Social Media & PR. *Contributing Authors: Mike Volpe, Hubspot; Christine Gallagher, Communicate Value
  17. 17. Step 4. Finding Others Drive Revenue That Your Business Can’t Live Without.
  18. 18. Demand Gen Search (SEM) As A User-Intent Funnel. To Drive Leads To Your Site/Custom Landing Pages.
  19. 19. Demand Gen Display As A Personalized Audience Targeting Tool. Data • Your Data • 3rd Party Data Technolog y • Ad Servers • Optimization Tools Inventory • Direct Sales • Ad Exchange • Ad Networks Creative • Rich Media • Dynamic Media
  20. 20. Demand Gen Your Site As A Conversion Tool.
  21. 21. Demand Engagement Email As A Retention Strategy. Frequent Online Shopper High-End Goods Buyer2-Year Customer
  22. 22. Demand Engagement Social Media As A Cross-Sell/Upsell Opportunity.
  23. 23. Demand Engagement Webinars As An Interactive Close-Loop Solution.
  24. 24. Step 5. Measuring for Success Analytics and Resources.
  25. 25. Going Outside Competitive Intelligence Analysis Syndicated Research Online User Insights 3rd Party Consumer Data
  26. 26. Going Outside User Feedback Tools. FREE. PAID. In Your Control. In The Control Of Others.
  27. 27. Going Inside KPI Reporting. Brand-Specific Revenue-Specific Channel-Specific
  28. 28. Executive Summary Plan big, market small. Create sustainable, audience-focused online marketing programs. Support the bottom line. Focus efforts on what will generate revenue, short-term and long-term, based on KPI insights. Data. From planning to execution, track insights (consumer, channel performance) to develop content and to decide which market channels you will invest in.
  29. 29. About the Author Michelle Fitzgerald  Micro-marketing strategist with over a decade of B2B, B2C, Product Marketing and ad product strategy@ Yahoo!, CareerBuilder. and the LA Times  Author/chief editor of: Get Scrappy: A (Small) Business Owner’s Guide to Marketing on Less  Follow Michelle @mfitz0705 or on Facebook and LinkedIn
  30. 30. About the Contributing Authors  Hubspot, Mike Volpe  Exact Target, Morgan Stewart  Cordova Consulting, Christa Cordova  Communicate Value, Christine Gallagher
  31. 31. About Get Scrappy Get Scrappy is a pared down, practical guide about how to incorporate marketing into the heart of any business plan. Packed with expertise from Fortune 500 marketers and SMB consultants, Get Scrappy provides real-life examples on how organizations can make seemingly tactical objectives become strategic initiatives that generate results. Do more on less. GET SCRAPPY.
  32. 32. Looking for SMB Case Studies?  AMEX Open Forum [Ongoing Blogs/Articles]  10.27.10 DMA Social Media Day [Slideshare Presentation]
  • BariAbdul2

    May. 19, 2020

A guide to (SMB) marketing on less, for less. Includes online marketing essentials, tips and tricks for building brand and generating revenue.

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