Use Electronic Marketing to Increase Profits and Decrease Costs
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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

Brian Offenberger



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About Brian Offenberger Costs

  • 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

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Today’s Discussion Points Costs

  • Define electronic marketing

  • Discuss why you should use electronic marketing

  • Present 3 ways to use electronic marketing for your business

  • Answer your questions

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What Is A Electronic Marketing? Costs

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

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Radio Costs



Telephone and cell phone

Fax machine

Email marketing

RSS marketing

Electronic messaging

Electronic Marketing Channels

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Why Electronic Marketing? Costs

#1Your customers are here:

  • Cell phones and telephones

  • Internet use

  • iPods and MP3 players

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Why Electronic Marketing? Costs

#2 You can market to a targeted mass

  • Traditional Selling vs. Mass Selling

  • Closing Rate and the Law of Numbers

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Why Electronic Marketing Costs

#3 You can measure results

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

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Why Electronic Marketing Costs

#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)

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Why Electronic Marketing Costs

#5You get message to market quickly

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

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Electronic Marketing in Your Business Costs

  • It’s fast, simple, affordable and easy

  • Your job is marketing and the message, leave the technology to others

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Tools You Need Costs

  • Phone line

  • Broadband connection

  • Website

  • Computer

  • Fax machine

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Tools You Need Costs

  • Email marketing software

  • Bridge telephone lines

  • Webinar software

  • Recording software

  • Microphone and/or webcam

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Electronic Marketing for CostsSmALL Business

  • Teleseminars or webinars

  • Permission based email marketing

  • Blogging or podcasting

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#1-Teleseminars-Selling at the Speed of Sound Costs

  • 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.

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Teleseminar-Sell to Prospects Costs

  • 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

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Teleseminar Benefits Costs

  • 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

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Teleseminar Benefits (cont.) Costs

  • Participants are engaged prospects

  • You communicate with mass instead of individuals

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Teleseminar Example Costs

  • Customer: Knight Security-Dallas

  • Goal: Sell Camera Systems

  • Method: Joint Venture with Irving Chamber of Commerce

  • Hook: Stop Employee Theft

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Teleseminar Example Costs

  • Action Steps

    • Chamber emails members

    • Members register for call

    • Members attend call

    • We teach and promote

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Teleseminar Benefits Costs

  • 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

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Teleseminar Applications Costs

  • Internal company communications

  • Vendor communications

  • Sales to prospects

  • Teach customers how to use (consume) products

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Questions About Teleseminars Costs

Find our example online at:

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#2-Permission Based CostsEmail Marketing

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

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Email Marketing Facts Costs

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

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Why Use Email Costs(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%

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Sell More Costs

Announce new products

Announce new services

Seasonal greetings

Introduce new policies

Promote business accomplishments

Use Email To…

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Measurable Performance Costs

  • Deliverability

  • Open rates

  • Click through rates

  • Sales

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Customers Use Email Costs(Source: eMarketer)

  • 88% of Americans have an email account

  • 91% of those with email use it daily

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Customers Like Email Costs

  • DoubleClick survey of customer preferences:

    • Permission based email 75%

    • Sales call 51%

    • Direct mail 25%

    • Telemarketing 0%

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Get Started With Email Marketing Costs

  • Learn about email marketing

  • Set goals and objectives

  • Determine/segment your audience

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Get Started With Email Marketing Costs

  • Collect names at all customer contact points, including website

  • Work with someone or do it yourself

  • Determine your content, including subject lines

  • Get started!

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Automated Sequential Marketing Costs

  • Automated email messaging in a sequential fashion to accomplish business objectives

  • Resource

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#3-Blogging, Podcasting Costsand 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

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Videocasting Costs

A videocast is the same as a podcast except with video

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Why Use Them In CostsYour Marketing?

  • More people will find your business-multi-channel marketing

  • More content for search engine rankings-Google’s universal search

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Why Use Them In CostsYour Marketing?

  • More convenience for your audience

  • Lower costs to produce than radio or television commercials

  • Creates content that attracts links

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Get Started Costs

  • 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

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Free Tools Costs

  • Blogging:


  • Recording Software:


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Summary Costs

  • Electronic marketing generates high ROI

  • Lower costs of lead acquisition and sales

  • Measure for maximum results

  • Incredible speed to market

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Questions Costs

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Contact Brian Offenberger Costs

Bizgrowth Search Engine Solutions


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Online Marketing Radio Show Costs

Online Marketing with RSS Ray

Live Wednesday at 1pm EST

Podcast Feed:

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Thank You Costs

Have a great experience at SEMA 2007!