2011 Palm Beach Matchmaker Conference Effective Marketing Strategies to Win Customers

2011 Palm Beach Matchmaker Conference Effective Marketing Strategies to Win Customers Presented by Leontyne Brown salt513

Workshop Objective This 45 minute workshop will assist new and established small businesses in reinforcing their brand's key marketing message, strengthening consumer loyalty, and effectively targeting previously untapped consumer markets. The workshop will briefly discuss all forms of marketing and communications, while specifically focusing on social media, a high impact, low cost marketing option. Salt513 Advertising | Marketing | Branding

Getting On the Same Page Sales vs Marketing vs Branding The terms marketing, sales, and branding are often used interchangeably, however they are each separate and distinct activities that, although work together, ultimately they each have a different effect on your business. Sales Revenue Marketing Awareness Branding Consumer Perception Salt513 Advertising | Marketing | Branding

Getting On the Same Page Marketing Defined • Marketing is defined as the tools and methods that you use to introduce your product and/or service to new and existing consumers. Although these methods impact sales, marketing is about awareness and placing your products/service into a consumer’s consideration set • You achieve this by communicating various aspects of the product/service (The Marketing Message) using various marketing tools (The Marketing Mix) Salt513 Advertising | Marketing | Branding

Getting On the Same Page The Marketing Mix Public Relations Print Direct Mail Interactive Marketing Retail Marketing Social Media Marketing Promotions Television Event Marketing Out of Home Radio Salt513 Advertising | Marketing | Branding

Social Media Marketing Defined A type of online and mobile media where information is shared primarily through user submission. Web surfers are no longer simply consumers of content, but active content publishers. Salt513 Advertising | Marketing | Branding

Social Media Marketing Quick Facts* • In May 2011, Americans spent more time on Facebook than any other U.S. website. • Facebook - 53.5B minutes • Blogger - 723.8 million minutes • Tumblr - at 623.5 million minutes • Twitter - 565.2 million minutes • LinkedIn - at 325.7 million minutes. • Social media accounts for 22.5% of American’s online time versus 9.8% online games and 7.6% for e-mail. • Facebook now reaches 70% of active U.S. Internet users in the United States of whom 62% are women. *Nielsen Salt513 Advertising | Marketing | Branding

Social Media Marketing Benefits • Quick, easy, and powerful way of communicating directly with consumers • One of the most inexpensive forms of marketing • Great platform to be innovative and try out non-traditional marketing and promotions campaigns • Great platform to target previously untapped markets • Excellent way to be increase brand loyalty by making consumers advocates & partners Salt513 Advertising | Marketing | Branding

Social Media Marketing Disadvantages • With over 100 million active social media users, there are a lot of people talking, making it more and more difficult for small business owners to get their voices heard. • Time consuming • Competitors and disgruntled consumers can communicate to your existing and untapped consumers just as quickly Salt513 Advertising | Marketing | Branding

Social Media Marketing Does It Actually Produce Tangible Results • A 2010 social media research study that surveyed 3342 marketers, 47% of whom were either self-employed or small business owners. The study found that small business owners are seeing the greatest results from social media marketing. Salt513 Advertising | Marketing | Branding

Social Media Marketing Does It Actually Produce Tangible Results • In an article published yesterday by BrandChannel.com, Reuters estimates that each new Facebook fan generates, on average, 20 additional visits to a retailer’s website. • Also in the same article, a joint study by Constant Contact and research firm Chadwick Martin Bailey, 56% of consumers said they are more likely to recommend a brand to a friend after becoming a fan on Facebook. 51% of consumers said they are more likely to buy a product since becoming a fan on Facebook Salt513 Advertising | Marketing | Branding

Social Media Marketing Why It Can Be So Tricky You can’t approach marketing in the same manner as you do traditional forms of marketing... WHY? • Traditional Marketing CONSUMER • Social Media Marketing CONSUMER INFLUENCERS Salt513 Advertising | Marketing | Branding

Social Media MarketingTips • Requires continuous AND consistent nurturing • Social Media Marketing has to still be a part of a structured integrated marketing and communications program. Therefore all of your social media marketing efforts should coordinate with all of your traditional marketing efforts as well. • Focus on quality, not quantity.It can be easy to get caught up in the numbers, but don't become a slave to followers and subscribers. It's better to have 1,000 highly engaged, loyal followers than 10,000 followers who sign up to follow you but then never acknowledge you again. Salt513 Advertising | Marketing | Branding

Social Media MarketingTips • Although social media marketing allows you to connect with the general market, it is still important to target your message within smaller, targeted consumer groups • Design your programs so that they are extremely easy for your customers and prospects to share with others on the social platforms of their choice Salt513 Advertising | Marketing | Branding

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Social Media Marketing Tools Social Media Management Software allows you to effectively manage most of your social media sites from one place. Most popular • HootSuite.com • Tweet Deck.com • Seesmic.com • CoTweet.com Salt513 Advertising | Marketing | Branding

Social Media Marketing Tools Measurement and Analytics: Do you want to know what kind of content and conversations your consumers get most vocal about? What kind of information do they want from you? What do they dislike? Then you have to incorporate measurement and analytics into your social media marketing strategy. • PageLever.com: Facebook fan page insights and analytics far above and beyond the free insights available on Facebook • PeopleBrowsr.com: Assist with comprehensive social media planning and monitoring tools • SiteTrail.com – Find out how a competitor’s website is performing? • Tiny.ly – A URL shortener (like Bit.ly) but packs in real-time sharing and usage stats into the mix. Very handy. Salt513 Advertising | Marketing | Branding

Social Media Marketing Tools Public Relations through Social Media • MediaOnTwitter: Houses a community of journalist who tweet, blog, and report via traditional news channels and via Twitter. Also consider MuckRack and JournalistTweets • HARO (Help A Reporter Out) and ExpertTweet: Where journalists turn when they have an immediate need to interview individuals and experts in particular industry Salt513 Advertising | Marketing | Branding

Social Media Marketing Tools Other Viral Marketing Tactics • Blogging – Online journals that have turned everyday individuals into respected commentaries and experts. Check out Blogger, TypePad, and Wordpress • Podcasts – Online television or radio programs created specifically for your MP3, computer, or mobile device. See BlogTalk Radio and Ustream are very popular • Videos – YouTube Channels have become just as popular as Facebook, recently ranking as the 3rd top social media website in the world in front of Twitter. How-to videos on everything from dog training, to baking, to make-up application have become very popular and considered very credible. Salt513 Advertising | Marketing | Branding

2011 Palm Beach Matchmaker Conference Effective Marketing Strategies to Win Customers Presented by Leontyne Brown salt513 561.801.5679 leontynesaidwhat@me.com

2011 Palm Beach Matchmaker Conference Effective Marketing Strategies to Win Customers