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Use Electronic Marketing to Increase Profits and Decrease Costs. Brian Offenberger a/k/a RSS Ray. About Brian Offenberger. Host of Online Marketing with RSS Ray and owner of BizGrowth Search Engine Solutions

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Use Electronic Marketing to Increase Profits and Decrease Costs

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Presentation Transcript
about brian offenberger
About Brian Offenberger
  • Host of Online Marketing with RSS Ray and owner of BizGrowth Search Engine Solutions
  • Certified in search engine marketing, paid search, web analytics, email marketing and online testing
today s discussion points
Today’s Discussion Points
  • Define electronic marketing
  • Discuss why you should use electronic marketing
  • Present 3 ways to use electronic marketing for your business
  • Answer your questions
what is a electronic marketing
What Is A Electronic Marketing?

Electronic marketing is marketing through the use of a channel that requires a plug or a battery

electronic marketing channels



Telephone and cell phone

Fax machine

Email marketing

RSS marketing

Electronic messaging

Electronic Marketing Channels
why electronic marketing
Why Electronic Marketing?

#1Your customers are here:

  • Cell phones and telephones
  • Internet use
  • iPods and MP3 players
why electronic marketing8
Why Electronic Marketing?

#2 You can market to a targeted mass

  • Traditional Selling vs. Mass Selling
  • Closing Rate and the Law of Numbers
why electronic marketing9
Why Electronic Marketing

#3 You can measure results

Internet marketing offers company’s unprecedented results tracking and customer behavior measurements

why electronic marketing10
Why Electronic Marketing

#4There is less competition

  • 71% of adult population online daily (Pew Internet)
  • 83% + adults under 49 online daily (Pew Internet)
  • Only 15% of marketing dollars spent online (eMarketer)
why electronic marketing11
Why Electronic Marketing

#5You get message to market quickly

You can get messages to market to customers at the speed of sound

electronic marketing in your business
Electronic Marketing in Your Business
  • It’s fast, simple, affordable and easy
  • Your job is marketing and the message, leave the technology to others
tools you need
Tools You Need
  • Phone line
  • Broadband connection
  • Website
  • Computer
  • Fax machine
tools you need14
Tools You Need
  • Email marketing software
  • Bridge telephone lines
  • Webinar software
  • Recording software
  • Microphone and/or webcam
electronic marketing for sm all business
Electronic Marketing for SmALL Business
  • Teleseminars or webinars
  • Permission based email marketing
  • Blogging or podcasting
1 teleseminars selling at the speed of sound
#1-Teleseminars-Selling at the Speed of Sound
  • Use the telephone as a sales tool to the masses
  • Effective for business to consumer, business to business and business to government
  • Telephone is a passive medium…allows for multi-tasking, etc.
teleseminar sell to prospects
Teleseminar-Sell to Prospects
  • Invite prospects to submit questions and attend FREE teleseminar to answer questions/solve problems/resolve needs---email to your list, joint venture partners, other promotional tactics
  • Hold teleseminar and record call
teleseminar benefits
Teleseminar Benefits
  • Prospects get to investigate the product or service in more detail in a non-threatening, anonymous environment
  • Prospects can participate from anywhere while doing just about anything
teleseminar benefits cont
Teleseminar Benefits (cont.)
  • Participants are engaged prospects
  • You communicate with mass instead of individuals
teleseminar example
Teleseminar Example
  • Customer: Knight Security-Dallas
  • Goal: Sell Camera Systems
  • Method: Joint Venture with Irving Chamber of Commerce
  • Hook: Stop Employee Theft
teleseminar example21
Teleseminar Example
  • Action Steps
    • Chamber emails members
    • Members register for call
    • Members attend call
    • We teach and promote
teleseminar benefits23
Teleseminar Benefits
  • Speak to masses for same amount of time to speak with one person
  • Can do for internal and external customers
  • Including web landing pages, total cost per participant is $2.17
  • Can record call and repurpose content
  • Generate leads and add to prospect names list
teleseminar applications
Teleseminar Applications
  • Internal company communications
  • Vendor communications
  • Sales to prospects
  • Teach customers how to use (consume) products
questions about teleseminars
Questions About Teleseminars

Find our example online at:

2 permission based email marketing
#2-Permission Based Email Marketing

“The marketing of products or services or information to people who have given you permission to interact with them via email”

email marketing facts
Email Marketing Facts

Email Rules ROI

(Source: Direct Marketing Association Power of Direct report October 2006)

>Email $1 spent returns $51.47

>Catalogs return $7.20

>Other internet marketing returns $21.08

why use email source datran media february 2007
Why Use Email(Source: Datran Media, February 2007)
  • Drive incremental revenue 55.3%
  • Reinforce brand position 19.1%
  • Improve customer loyalty 10.6%
  • Reactivate customers 8.5%
  • Drive more frequent purchase 6.4%
use email to
Sell More

Announce new products

Announce new services

Seasonal greetings

Introduce new policies

Promote business accomplishments

Use Email To…
measurable performance
Measurable Performance
  • Deliverability
  • Open rates
  • Click through rates
  • Sales
customers use email source emarketer
Customers Use Email(Source: eMarketer)
  • 88% of Americans have an email account
  • 91% of those with email use it daily
customers like email
Customers Like Email
  • DoubleClick survey of customer preferences:
    • Permission based email 75%
    • Sales call 51%
    • Direct mail 25%
    • Telemarketing 0%
get started with email marketing
Get Started With Email Marketing
  • Learn about email marketing

  • Set goals and objectives
  • Determine/segment your audience
get started with email marketing34
Get Started With Email Marketing
  • Collect names at all customer contact points, including website
  • Work with someone or do it yourself
  • Determine your content, including subject lines
  • Get started!
automated sequential marketing
Automated Sequential Marketing
  • Automated email messaging in a sequential fashion to accomplish business objectives
  • Resource
3 blogging podcasting and videocasting
#3-Blogging, Podcastingand Videocasting
  • Blog is a frequent, chronological publication of text, audio or video and web links
  • Podcast is a digital media file or files distributed over the internet for playback on portable media players and personal computers

A videocast is the same as a podcast except with video

why use them in your marketing
Why Use Them In Your Marketing?
  • More people will find your business-multi-channel marketing
  • More content for search engine rankings-Google’s universal search
why use them in your marketing39
Why Use Them In Your Marketing?
  • More convenience for your audience
  • Lower costs to produce than radio or television commercials
  • Creates content that attracts links
get started
Get Started
  • Decide what you want to accomplish
  • Select your medium with which to get started
  • Select your tools and resources
  • Determine your messaging
  • Syndicate your content
  • Submit your content for indexing
  • Measure your results
free tools
Free Tools
  • Blogging:
  • Recording Software:
  • Electronic marketing generates high ROI
  • Lower costs of lead acquisition and sales
  • Measure for maximum results
  • Incredible speed to market
contact brian offenberger
Contact Brian Offenberger

Bizgrowth Search Engine Solutions


online marketing radio show
Online Marketing Radio Show

Online Marketing with RSS Ray

Live Wednesday at 1pm EST

Podcast Feed:

thank you

Thank You

Have a great experience at SEMA 2007!