By Marcy Mitchellwww.mtechbd.com

1

Internet Marketing Consultant

O f MTECH I M k i 16 ◦ Owner of MTECH Internet Marketing- 16 years

Web site development/ Search engine optimization

Social Media

Internet marketing consultant (PPC, SEO, Marketing plans)

◦ Internet Marketing Director for a number of leading real estate firms & community websites (DurangoDowntown.com & Pagosa.com)( g g )

◦ Former Vice Chair of Pagosa Tourism (TTC)

◦ Certified Marketing for Smarties CoachCertified Marketing for Smarties Coach

2

1. How has marketing changed? 2 How does new social marketing fit 2. How does new social marketing fit

into my overall strategy?3. How are local companies using

these tools?

3

4

Marketers are starting to think like publishers and socializers and less like advertisers.

5

socializers and less like advertisers.

6

Web Site is a Communication Tool Web Site is a Communication Tool

What Message Are Your Sending?

What is Your Unique Positioning? What is Your Unique Positioning?

Shift from “Online Brochure” to “Lead Generation”

U i L di P / C ll A i Unique Landing Pages/ Call to Action

7

Where do Your Fish Swim?

What information/resources are your customers looking for?g

Can Social Media alone tell your story?

Use of Whitepapers, video and webinars Use of Whitepapers, video and webinars

Tie leads into Customer Relationship Management (CRM)Management (CRM)

8

50% spending less than $2500/yr on marketing 50% spending less than $2500/yr on marketing

70% using Facebook for marketing (up 20%) –37% rate it as one of the most effective tools37% rate it as one of the most effective tools

40% rate Google Search as top three

40% use Twitter for marketing

Top three – Social, Search and Email

During 2010, print dropped 33%, Yellow pages down 18% and direct mail decreased 26%

9

10

How Does Social Media Fit Into Media Fit Into My Overall M k ti Marketing Strategy?gy

11

F b k T itt Y T b t Facebook, Twitter, YouTube are not strategies…they are media channels

Consistent Message

Blogs tie into Social Media and WebSite

Audience – 55+ uses Social Media differently than 30-45

12

SEO Always changing –changing ongoing strategy

Relevance & A h iAuthority

Quality In-Bound Leads

Google and Bing include social media resultsmedia results

13

Staff – Time : Will you commit to it consistently?

Incorporate Video, Photos, “Fun”

How Best Does it Fit Your Brand? How Best Does it Fit Your Brand?

Incorporate it with “Compelling Offers”

Combine it with Email, Website Contests

Evaluate “Campaigns” instead of just “Channels”

14

1. Growing Spaces – Manufacturer of Geodesic Growing Dome GreenhousesGeodesic Growing Dome Greenhouses

2 Tarryall River Ranch – Colorado 2. Tarryall River Ranch Colorado dude ranch in Central Colorado - Tourism

15

Growing Domes® for homes, universities, schools, & companies

Two websites Two websites Dreamweaver WordPress Blog Facebook, Twitter You Tube Channel

PPC & F b k PPC & FacebookAds

SEO

16

Launched Early 2010

200+ Comments

Connect with current customers

Provide a resource for gardening tips

New videos of projects

Special offers

Link back to Website, Facebook and Twitter

Long-Tail keywords, (i.e. greenhouse garden tank)

Increased content for SEO

17

In 18 months, grew to 724+ “likes” Customers post photos Company gets feedback Special offers get posted Robust “Testimonials” Provides credibility Respond to “conflicts” Links back to website Photo Galleryy Sold 2 large domes

18

•Developed Channel in•Developed Channel in mid-2010• 304+ Subscribers•9 053+ Channel Views9,053+ Channel Views•Garden Talk –gardening tips•Videos uploaded here pget added to blog and embed in website•188,856 upload views•Channel and Video comments

19

Sales are up 66% in 2011 vs. 2010p CRM set up in 2010 to capture leads and

measure marketing resultsmeasure marketing results Google analytics installed to track visitors,

location bounce rate & morelocation, bounce rate & more Set up Targeted Landing Pages to increase

leads & Compare Advertising ROIleads & Compare Advertising ROI Leads up 300% over 2010

20

Colorado dude ranch New WordPress CMS &

Blog August 2011 Trained Staff to update Trained Staff to update Marketing Plan Facebook, Twitter,

YouTube Landing Pages/Forms

SEO G l 99% SEO – Google up 99% Visits up 33%

compared to 2010

21

p

Internal to Site Facebook & Twitter

link to blog posts Use same articles for Use same articles for

Email newsletter Ranch Reviews Long-Tail Keywords

for blog articles Increased pages and Increased pages and

content

22

Started in 2011 293 Likes 293 Likes Customers post photos Customer

Comments/Reviews Links to Blog articles

Sh I d t A ti l Share Industry Articles – DRA “liked” articles

Facebook traffic to website up 2000%!

23

Started in Dec 2010 185 Channel Views 6,601 Upload Views Videos of Cabins Videos of Customer

Testimonials Post Videos Here

th E b d then Embed on Website

24

Understand that marketing shifts require a NEW WAY OF THINKINGWAY OF THINKING

RESEARCH & LISTEN to your customers Remember new marketing is about attracting Remember new marketing is about attracting

clients through VALUABLE CONTENT & INTERACTIVITY

Discover Your Unique Message & remember BRANDING

Track EVERYTHING & Capture Leads

25