Digital Marketing Foundation Inbound vs. Outbound Marketing

1. Digital Marketing Foundation Inbound vs. Outbound Marketing Presented by Karen Porter Department of Marketing School of Business Administration The University of Montana

2. 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 • karen@impactonlinemarketing.com • 406-529-8931 • About YOU and why you are here • Introductions • Student information sheets

3. 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

4. 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

5. Who is Your Target Market? 80/20 Rule Identify by similar characteristics: Age, Gender, Income, Education, Interests, Occupation and Other Criteria of Relevance

6. Strategy Decisions Can Be Very Difficult

7. Key Marketing Strategy Decisions

8. Insights from Target Customers

9. Target Insights > Strategic Decisions >The 4 P’s of Marketing

10. Rules of the 4 P’s

11. Delivering What Your Customers Want

12. NOW You Can Think About Specific Marketing Tactics

13. Before the Internet • Businesses relied upon traditional media: • Yellow Pages • Newspapers • Television • Radio • Magazines • Telemarketing • Direct Marketing • Fax Marketing

14. Times are Changing • Traditional advertising media are losing effectiveness – and here’s why!

15. Times are Changing Traditional advertising media are losing effectiveness • Directories – (focusing primarily on Yellow Pages) • Get out-of-date quickly (may be inaccurate) • Expensive • Multiple options (does Missoula need 3 Yellow Pages?)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

16. Times are Changing Traditional advertising media are losing effectiveness • 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

17. Times are Changing Traditional advertising media are losing effectiveness • Television – harder to grab and hold attention • Fragmentation of viewers • Zipping (skipping through commercials) • Channel surfing during commercials • Alternative viewing – Hulu

18. Times are Changing Traditional advertising media are losing effectiveness • 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

19. Times are Changing Traditional advertising media are losing effectiveness • 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

20. Times are Changing Traditional advertising media are losing effectiveness • 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

21. Times are Changing Traditional advertising media are losing effectiveness • Telemarketing – 1990’s was huge for this • Do No Call Lists • Significant reduction of registered land lines • Viewed as privacy invasion (i.e. “spammy”

22. 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

23. 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…..

24. Does This Describe You?

25. 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?

26. Your Website as an Online Hub

27. 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 (SearchEngine Optimization)

28. 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

29. 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!

30. Social Media – “Do I HAVE to use…” • Facebook • Twitter • LinkedIn • Pinterest • Google + Local • Blogging • Instagram • Other?

31. 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”

32. “Share-worthy” is KEY • Share-worthy is NOT:

33. 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!

34. Four Types of Content • Informing • Storytelling (most important) • Product / service reminders (i.e. “selling”) • General (but related) content

35. 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.

36. 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!

37. 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

38. 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)

39. 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

40. What Does All This Mean for Biz? continued • 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

41. Karen Porter karen.porter@business.umt.edu -or- karen@ImpactOnlineMarketing.com (406) 529-8931