marketing plan website twitter pinterest 2017-08-16آ  twitter pinterest instagram –

Download Marketing Plan Website Twitter Pinterest 2017-08-16آ  Twitter Pinterest Instagram   –

Post on 30-Jun-2020

0 views

Category:

Documents

0 download

Embed Size (px)

TRANSCRIPT

  • 9/24/2013

    1

    Marketing Training for Small  Businesses and Entrepreneurs

    HVS Advertising | Marketing  /  The MarketingSavant GroupHVS Advertising | Marketing  /  The MarketingSavant Group

    September 25, 2013

    After‐Event Slides & Resources

    • The slides and resource links are available  electronically after the event:

    HVS Advertising | Marketing  /  The MarketingSavant Group

    http://www.hvsproductions.com/links/

    Our Roadmap for Today

    Marketing Plan Website

    HVS Advertising | Marketing  /  The MarketingSavant Group

    Twitter

    Pinterest Instagram

    Your Presenters Today

    • Sam Hutchison • Dana VanDen Heuvel

    HVS Advertising | Marketing  /  The MarketingSavant GroupHVS Advertising | Marketing  /  The MarketingSavant Group

    Marketing 101

    “Early to bed, early to rise, work

    HVS Advertising | Marketing  /  The MarketingSavant Group

    Early to bed, early to rise, work like hell and advertise.”

    – Ted Turner

    Marketing 101

    “Doing business without advertising is like winking at a gi l i th d k Y k h t

    HVS Advertising | Marketing  /  The MarketingSavant Group

    girl in the dark. You know what you are doing, but nobody else does.”

    – SH Britt

  • 9/24/2013

    2

    Marketing 101

    •Advertising vs. Marketing

    HVS Advertising | Marketing  /  The MarketingSavant Group

    Advertising vs. Marketing

    Marketing 101

    •Plan your work

    HVS Advertising | Marketing  /  The MarketingSavant Group

    Plan your work •Work your plan

    Start With Baby Steps

    HVS Advertising | Marketing  /  The MarketingSavant Group

    Your Customer

    •Know your customer

    HVS Advertising | Marketing  /  The MarketingSavant Group

    Know your customer •Why will people buy what you offer?

    •Focus on your Target Customer

    Tell Me About Me…

    “Don’t tell me how good you

    HVS Advertising | Marketing  /  The MarketingSavant Group

    Don t tell me how good you make it; tell me how good it makes me when I use it.”

    – Leo Burnett

    Marketing 101

    •The Process selling your

    HVS Advertising | Marketing  /  The MarketingSavant Group

    The Process selling your product…

  • 9/24/2013

    3

    Building a Customer Base

    Desire C d id th

    Action Consumer purchases your 

    product.

    Repeat Action Consumer purchases your 

    product again.

    HVS Advertising | Marketing  /  The MarketingSavant Group

    Awareness Consumer realizes your 

    product exists.

    Comprehension Consumer realizes what your 

    product offers.

    Conviction Consumer understands 

    how your product  compares to competition.

    Consumer decides they  want your product.

    TIME

    KN O W LE D G E

    Marketing 101

    “Make it simple. Make it

    HVS Advertising | Marketing  /  The MarketingSavant Group

    Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.”

    – Leo Burnett

    Follow “Northwoods Goods” Through its Digital  Marketing Journey

    Marketing Plan Website

    HVS Advertising | Marketing  /  The MarketingSavant Group

    Twitter

    Pinterest Instagram

    WordPress.com – Free, Easy Website

    • Free website • Many themes to  choose from

    • Easy to work with

    HVS Advertising | Marketing  /  The MarketingSavant GroupHVS Advertising | Marketing  /  The MarketingSavant Group

    Easy to work with 

    • Upload images • No e‐commerce  (use Shopify)

    Digital Fundamentals – It’s Not ALL Digital

    • Above all, you need to  meet your customer  where they’re at

    • The web may be less 

    HVS Advertising | Marketing  /  The MarketingSavant GroupHVS Advertising | Marketing  /  The MarketingSavant Group

    expensive, but it can  also be less effective

    It’s All About “Getting Found” • To acquire new customers, you #1 goal is  

    findability • Search provides a strong, highly 

    measurable ROI for marketing dollars  spent

    • Search garners click‐through rates that  exceed all other forms of online  d i i

    HVS Advertising | Marketing  /  The MarketingSavant GroupHVS Advertising | Marketing  /  The MarketingSavant Group

    advertising • Search offers marketers the potential for 

    immediate sales online, as well as for  online and offline sales at a later time

    • Search can even enhance brands. • Over 80% of consumers and 

    businesspeople engage in on a regular  basis

  • 9/24/2013

    4

    Your Keywords are the Foundation of Digital &  Social Media Marketing

    L d i bl t

    How your industry describes it:

    How customers describe your  product:

    Your top keywords list:

    HVS Advertising | Marketing  /  The MarketingSavant Group

    Language used in blogs, etc.:

    Keywords your competitors  use:

    Language you use to sell:

    Does Your Website Give Your Visitors What  They’re Looking For?

    • What is your digital  strategy? – Marketing – Sales

    HVS Advertising | Marketing  /  The MarketingSavant GroupHVS Advertising | Marketing  /  The MarketingSavant Group

    • Put the most important  things first

    • Discoverable, usable,  shareable, current

    Six Reasons Websites Don’t Deliver

    Difficult  Navigation

    Difficult  Messaging

    Difficult  Task 

    Completion

    Difficult to  Contact  You

    HVS Advertising | Marketing  /  The MarketingSavant GroupHVS Advertising | Marketing  /  The MarketingSavant Group

    Top  Reasons  Websites 

    Fail

    Confusing  First 

    Impression

    You

    Inadequate  Images

    Look at Your Website, Does it Deliver?

    • A great first impression? • Crystal clear messaging? • An easy to use  experience?

    HVS Advertising | Marketing  /  The MarketingSavant GroupHVS Advertising | Marketing  /  The MarketingSavant Group

    • New business to your  doorstep?

    • New contacts, subscribers  & fans?

    • Audience engagement  and repeat visitors?

    What’s Your Content Strategy • Build a content strategy

    – Who will generate content? – Do you have content that can be 

    repurposed? – What tools will you use to share content? – How frequently will you share?

    • What do you want content to accomplish  for you in SM?

    HVS Advertising | Marketing  /  The MarketingSavant GroupHVS Advertising | Marketing  /  The MarketingSavant Group

    y – Increase brand awareness – Generate sales leads – Establish thought leadership

    • What are the ‘big ideas’ you want to  share? – Products and services – Community involvement – Knowledge and expertise

    24

    State & National  Parks

    TravelFamily

    SOI2 – Sphere of Interest & Influence

    • Identify your target  audiences and subgroups

    • What are their interests,  ‘on‐the‐desk’ issues and  concerns?

    • Who and what  Health 

    Enthusiast   

    HVS Advertising | Marketing  /  The MarketingSavant Group

    Organic GardeningHealthy Eating

    y

    influences them?

    • Think in terms of what  associated groups are  important to your audience  that connect to (touch)  your product or service

    Bike  Shop

    Bike Clubs

    Bike  Racing

    Fitness &  Training

    Bike  Safety

  • 9/24/2013

    5

    Content Sphere of interest 1. Identify the core of content 

    topic(s) and subject matter 2. Identify secondary content 

    subject matter that you  either own, can own, or  have sufficient knowledge  and credibility to write  about

    3. Identify peripheral topics  which will interest our  audience, but which we do  not have sufficient in‐

    HVS Advertising | Marketing  /  The MarketingSavant Group

    not have sufficient in house expertise on and  which must be curated  from trusted sources

    Considerations: • What will make the reader 

    open the email? • What will provide the most 

    value (utility, humor, other)  to the reader?

    • How will this content grow  and retain the subscriber  base?

    Publish on Schedule – “1‐7‐30‐4‐2‐1”

    • 1 = Daily • 7 = Weekly • 30 = Monthly

    HVS Advertising | Marketing  /  The MarketingSavant GroupHVS Advertising | Marketing  /  The MarketingSavant Group

    • 4 = Quarterly  • 2 = Bi‐Annual • 1 = Annual

    Source: FusionSpark Media http://www.fusionspa

Recommended

View more >