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…….…………………………………………………………………………..………………….….




    Use Technology to
   Take the Guesswork
     Out of Marketing
          View or Download: http://bit.ly/StopGuessing
…….…………………………………………………………………………..………………….….




            Part 1:
         How Marketing
          Used to Work
…….…………………………………………………………………………..………………….….


                Pay Big Bucks for Ads




 Good luck competing with all that…
…….…………………………………………………………………………..………………….….


                     Try to be found…




 Found many new customers this way lately?
…….…………………………………………………………………………..………………….….


                         Send Bulk Mail




 How well did that pay off?
…….…………………………………………………………………………..………………….….


                  Hope You Get Lucky




 Daddy needs a new alignment rack…
…….…………………………………………………………………………..………………….….


                       Evaluate Results




 The spirits say that campaign didn’t work so well…
…….…………………………………………………………………………..………………….….




            Part 2:
         How Marketing
          Works Today
…….…………………………………………………………………………..………………….….


          Where are your customers?




 Average Americans spend 36 hours a month online.
…….…………………………………………………………………………..………………….….


             Most are looking for you
                     online




 www.zeromomentoftruth.com
…….…………………………………………………………………………..………………….….


                       Be there for them




 The future is online (and mobile).
…….…………………………………………………………………………..………………….….

          This rocks for your business




 “I wanna market my shop all night!”
…….…………………………………………………………………………..………………….….


                 Everything is tracked.




 Big Brother is old news.
…….…………………………………………………………………………..………………….….

                    Targeting is smarter




 Not all customers are created equal.
…….…………………………………………………………………………..………………….….




 Messaging tailored to customers works better.
You Can Learn From Results




Every campaign can be better than the last.
…….…………………………………………………………………………..………………….….




          Part 3:
    Know Thy Customer
Use Data Like a Candidate




http://www.usatoday.com/money/economy/story/2012-08-24/romney-money-hunt/57268154/1
Understand and predict your
   customer’s behavior




http://www.forbes.com/sites/kashmirhill/2012/02/16/how-target-figured-out-a-teen-girl-was-pregnant-before-her-father-did/
…….…………………………………………………………………………..………………….….


                       You can do it too




 Knowledge is power. Cliché for a reason.
…….…………………………………………………………………………..………………….….

 Personalize & Speak Their Language



                        vs.




 Specifics sell. Emotion sells. Use both.
…….…………………………………………………………………………..………………….….




            Part 4:
       Use Social Media
            Wisely
Regardless of age, your customers ARE there.
…….…………………………………………………………………………..………………….….




    Mission: To organize the world’s
    information and make it
    universally accessible and useful.


 Too bad they’re not ambitious…
Social Drives Search Drives Social




Better together, like peanut butter and jelly.
…….…………………………………………………………………………..………………….….

                            Small But
                            Powerful?




 Google +1 Drives Search Rankings
 http://www.simplyzesty.com/social-media/google-1s-are-more-search-friendly-than-facebook-likes/
Get Liked
…….…………………………………………………………………………..………………….….




 www.customerlink.com/5-easy-things-you-can-do-to-get-more-facebook-likes/
…….…………………………………………………………………………..………………….….

                 Share Stuff They’ll Share




 K.I.S.S. http://danzarrella.com/simple-language-gets-shared-more-on-facebook.html
…….…………………………………………………………………………..………………….….

      Images are
         King



                                    vs.



 Share what others want to share.   www.facebook.com/customerlink
…….…………………………………………………………………………..………………….….




 Stay Positive.   http://danzarrella.com/cheer-up-and-dont-be-such-a-debbie-downer.html
…….…………………………………………………………………………..………………….….




            Part 5:
        Improve Your
       Search Rankings
Pep Boys answers the
                                    question and gets the
                                           sale…


Share genuine content. Get found.
…….…………………………………………………………………………..………………….….


               Reviews Drive Business




 It’s too important and too easy not to do.
McGeetire.com Rankings
                                      7 Months
                         Original -
KEYWORD                                 Later -                             Improvement
                         2/1/2012
                                      9/12/2012
Tires Branden                9           4        5    ██████████
Tires Clearwater            28           3        25   ██████████████████████████████████████████████████
Tires Daytona Beach         21           8        13   ██████████████████████████
Tires Deland                 8           3        5    ██████████
Tires Dundee                 6           1        5    ██████████
Tires Lake Wales            13           2        11   ██████████████████████
Tires Lakeland               5           3        2    ████
Tires Largo                  9           5        4    ████████
Tires Mulberry               9           1        8    ████████████████
Tires New Smyrna Beach       6           2        4    ████████
Tires Pinellas Park          9           1        8    ████████████████
Tires Plant City            14           2        12   ████████████████████████
Tires Port Richey           15           2        13   ██████████████████████████
Tires St Petersburg          6           4        2    ████
Tires Tallahassee           17           3        14   ████████████████████████████
Tires Tampa                  6           5        1    ██
Tires Temple Terrace         3           1        2    ████
Tires Venice                 8           4        4    ████████
Tires Winter Haven           3           3        0
Tires Zephyrhills           10           1        9    ██████████████████

                           Start       Current
Median                       9            3         6 ████████████
Average                     10            3       7.35 ██████████████


      Publish reviews. Drive search results.
…….…………………………………………………………………………..………………….….




           Part 6:
     Track Your Results
…….…………………………………………………………………………..………………….….


      Track Response with Call Tracking




 Some offer Integration into Google Analytics
 http://www.google.com/analytics/apps/results?category=Phone%20Call%20Tracking
Use Web Analytics
…….…………………………………………………………………………..………………….….




 Get Free Google Analytics
Destination page



                                                                              Where it came from

                                                                              What kind of media


                                                                                Campaign name


                                                                                Shorten this URL

Build tracking links.   https://support.google.com/analytics/bin/answer.py?hl=en-GB&answer=1033867
…….…………………………………………………………………………..………………….….

                     Use Link Shortener



            goo.gl




 Shorten tracking link for publication & sharing.
…….…………………………………………………………………………..………………….….

               Create Memorable Link




                                                       Rename your link, then
                                                         put this on your ad

 Make it memorable and something they want to click.
…….…………………………………………………………………………..………………….….

         Generate Trackable QR Code




                                          Generate QR code with
                                            your tracking link.

 Click that tiny little button… Then save your QR.
…….…………………………………………………………………………..………………….….




                         Results show up under
                              campaigns.




 See results in Google Analytics.
…….…………………………………………………………………………..………………….….




Check Your Search Rankings (Free)
 Works on competitors sites too…   http://tools.seobook.com/firefox/rank-checker/
…….…………………………………………………………………………..………………….….


        Enter Campaign Code in SMS




 Track long-term results.
…….…………………………………………………………………………..………………….….




 Track repeat visits and long-term ROI.
…….…………………………………………………………………………..………………….….




         In Summary…
…….…………………………………………………………………………..………………….….


                              Big Finish




 Stop guessing. Start using data & technology to power your marketing!
…….…………………………………………………………………………..………………….….



            Thank You!
            Joe Gibson
     jgibson@customerlink.com
           (916) 774-1377
       www.customerlink.com
          View or Download: http://bit.ly/StopGuessing

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Use Data to Take the Guesswork Out of Marketing

Notas del editor

  1. Romney’s success in raising hundreds of millions of dollars credited to using consumer data to identify wealthy donors.http://www.usatoday.com/money/economy/story/2012-08-24/romney-money-hunt/57268154/1
  2. http://www.forbes.com/sites/kashmirhill/2012/02/16/how-target-figured-out-a-teen-girl-was-pregnant-before-her-father-did/
  3. Originally used links to determine the importance of individual webpages…. Now social engagement matters more.
  4. 1) Ask them. 2) Give them a sign. 3) Get a QR Code. 4) Put a button on your website. 5) Put a link in your email signature. 6) Put it on your invoice.
  5. Build your campaign in Google Analytics. Enter the campaign URL in your favorite shortener (bit.ly for example) or in QR code. Share that shortend link. BAM- track any kind of advertising.
  6. 1) Enter the Google Analytics tracking link into Bit.ly. 2) Rename the shortened link. 3) Share that vanity link in your ads.
  7. 1) Enter the Google Analytics tracking link into Bit.ly. 2) Rename the shortened link. 3) Share that vanity link in your ads.
  8. Use this free Firefox extension to 1) Build your keyword list. 2)Run & save your report. 3) Compare to see your progress.