emarketing techniques for entrepreneurs
DESCRIPTION
Brad Kleinman, Associate Director of the Key Entrepreneur Development Center, discusses eMarketing Techniques for Entrepreneurs. eMarketing is great for entrepreneurs because it's cost efficient, time efficient, and can be very powerful.TRANSCRIPT
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NACCE 2K8 - 1/6/08By: Brad Kleinman
How to use eMarketing to build and retain a community of
entrepreneurs
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IntroductionIntroduction
Who am I? What is Corporate College? What is the Key Entrepreneur
Development Center? Our eMarketing programs
** This is not your typical presentation **
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4 Caveats4 Caveats
80/20
Water from a Fire hose
Have fun!
Foundations
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What we’ll talk aboutWhat we’ll talk about
Accountability – MIH Why use eMarketing Specific Strategies and tactics Case Study How to get started today!
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Pick an AccountabiliBuddyPick an AccountabiliBuddy
1. Choose a partner2. Introduce yourself3. Commit to do ONE thing you learn
today4. Connect during NACCE5. Check up with each other - MIH
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Benefits of eMarketingBenefits of eMarketing
Easy to use Easily quantifiable Extreme Personalization Interact with users Time Efficient Cost efficient High Return on Investment
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8 Different Techniques8 Different Techniques
1. Website2. Search Engine Optimization3. Email Marketing4. Video5. Podcasting6. Blogs7. RSS8. Web 2.0
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Web 2.0?Web 2.0?
A user driven virtual world
User driven content Rich, interactive and user-friendly Community and Social Network Incorporation of Video and Mobile
Ex. Blogs, wikis, social networks, online video, etc
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From Web 1.0 From Web 1.0 2.0 2.0
Web 1.0 Cost prohibitive Websites for informational purposes Used to show success
Web 2.0 User-driven Extremely interactive Cost friendly
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Conduit/Feedburner iContact/Constant
Contact LinkedIn/Facebook PBWiki/WetPaint Digg/StumbleUpon Upcoming.org/Confabb Technorati/Blogger
Check out our one-pager on cool Web 2.0 sites!
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Thanks to Duct Tape Marketing
Importance of a WebsiteImportance of a Website
Awareness Sales Cycle Deeper information Open 24-7-365 Referral tool
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Importance of a Website Importance of a Website (cont.)(cont.)
Thanks to Duct Tape Marketing
Automate marketing Capture leads Reduce ad costs Deliver a product Create a community
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Importance of a Website Importance of a Website (cont.)(cont.)
Thanks to Duct Tape Marketing
Serve subscriptions Up sell and cross sell Answer questions House data Collaborate and manage projects
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Are you Optimized?Are you Optimized?
1. Keyword Rich
2. High-Quality Content
3. Inbound Links
Thanks to Duct Tape Marketing
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Optimize your site TODAYOptimize your site TODAY
Page title Keyword density H1, H2, H3 tags Bold text Anchor text Keyword phrase or theme for each page Robot friendly page URL
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Email Marketing - Is it Email Marketing - Is it effective?effective?
YES
Benefits: Inexpensive Easy to create Easy to track and monitor
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Tips on email marketingTips on email marketing
Focus on the reader’s needs 60/40 editorial to promotion content ratio Use your prime real estate Assume your email will be skimmed Have an interesting subject line Sender from name
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Tips on email marketing Tips on email marketing (cont.)(cont.)
Run a spam checker Forward-to-a-friend Link to web version Opportunity to unsubscribe Request to add sender to safe-senders
list Physical mailing address provided
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Don’t be a spammerDon’t be a spammer
70%-90% of all e-mail = SPAM. (Clickz.com)
Avoid CAPS in Subject line Avoid Words Like: “Click Here” or “FREE” Use Bright Colors and Large Fonts Sparingly Look Like a Newsletter Limit your Email Message Size to 20K to
40K
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RSS – The common RSS – The common denominatordenominator
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Why Blog?Why Blog?
SEO friendly You’re an expert Customer relations Get feedback PR and Media Track and monitor
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Blogging TipsBlogging Tips
Set up Monthly/Quarterly/Yearly Goals Don’t get discouraged if no one is
showing up Read other blogs/forums Its not just about business, its about you! Establish policy
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Really Simple SyndicationReally Simple Syndication
Syndicating information quickly and easily Getting live feeds directly to a users
computer Have websites send information to YOU Opt-in only
Create and promote feeds: Feedburner Aggregate feeds: iGoogle, Google Reader
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iGoogleiGoogle
RSS Feed
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VideoVideo
Virtual Learning Personal Connection Easily Syndicated Free to post Built in SEO
50% of the US population will watch online video in 2008
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Video as the new marketing Video as the new marketing mediummedium 50% of population will watch online
video in 2008 Minimal investment with High ROI
Where to spend your time: Content and Production (50%) Packaging (20%) Promotion (15%) Metadata (15%)
Thanks to tubemogul.com
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PodcastsPodcasts
Streaming audio files on the internet Post like talk-shows / radio-shows Customers can subscribe – automatically
download itunes hosted – easily downloaded to
ipod
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Effective PodcastsEffective Podcasts
Know your audience / target Clearly organized message Have notes online Make your podcast:
Informative Valuable Engaging Entertaining
Thanks to blog.podblaze.com
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Case Study - Case Study - KeyEntrepreneurs.orgKeyEntrepreneurs.org
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Google CalendarGoogle Calendar
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Videos for marketingVideos for marketing
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Post-Conference “Live Post-Conference “Live Slideshows”Slideshows”
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Video ResourcesVideo Resources
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Blogging / RSSBlogging / RSS
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1. Start a blog (blogger.com, wordpress)
2. Subscribe to a blog and post comments (technorati.com)
3. Subscribe to a podcast (itunes.com)
4. Join Linkedin.com 5. Start an email campaign6. Create an igoogle.com account7. Integrate google analytics8. Pick out keywords for your website
AccountabiliBuddy SystemAccountabiliBuddy System
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HOT Topics in eMarketing
HOT Topics are informal sessions at NACCE occurring each night after conference sessions have ended
HOT Topics Discussion #1 eMarketing Roundtable : Share best practices with your colleagues…
what’s worked, what hasn’t? Monday night @ 8PM @ the HOT Tub
HOT Topics Discussion #2 Social networking : How to use Facebook and LinkedIn to connect to
your market Tuesday night @ 8PM @ the HOT Tub
HOT Topics Discussion #3 eMarketing Workshop : Start a blog, analyze your site, get started
today! Wednesday night @ 8PM @ the HOT Tub
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Thank You!!!Thank You!!!
Visit KeyEntrepreneurs.org for more information.
Contact us to learn how to run profitable eMarketing programs at
your college
Brad [email protected]