The document provides an overview of how modern businesses market themselves using modern marketing techniques. It discusses business models, value propositions, customers and competitors. It then covers various marketing and engagement channels including inbound marketing techniques like websites, blogs, SEO and social media. It also discusses outbound marketing techniques like events, webinars and telemarketing. The document proposes developing a comprehensive marketing plan that includes goals, tasks, calendars and progress reviews to optimize modern marketing efforts.
Modern Marketing 101 - Business Solution Partners (www.bspny.com)
1. How Modern Businesses Today Market Themselves
Modern Marketing 101
Hussain Zaidi & Bailey Bliss
Business Solution Partners
15 Bryant Ave, Long Island, NY 11576
855.977.7100 | www.bspny.com | sales@bspny.com
Follow us on Twitter: BSPNY, Hussain Zaidi, Bailey Bliss
2. • Business Model
• Value Proposition
• Customers & Competitors
• Marketing & Engagement Channels
• Inbound Marketing
• Website, Blogs & SEO
• Social Media
• Outbound Marketing
• Marketing Plan: Putting it all together
Agenda
3. • Customers: Where are your Customers?
• What region?
• What industry/vertical?
• What company size?
• Competitors: Where are your Competitors?
• What region?
• What industry/vertical?
• Value Proposition: What do you do?
• Products/Services you offer?
• Regions you cover?
• Distinction: How do you stand out?
• Unique Product/Service?
• Niche Market?
• Customer Satisfaction
• Your Process/Approach?
Business Model
Value
Proposition
Customer
Relationships
Channels
Customers
Revenue StreamsCost Structure
Partners / Vendors
Activities
Resources
Business Model Canvas
by Alexander Osterwalder
• Channels: How do you market?
• Website
• Events
• Business Directories & Ads
• Social Media
• Newsletters & Press Releases
5. • User Experience: Nexus of
Functionality, Business Case and
Look & Feel
• Contents should be easily
accessible
• Important items should be placed
on top and consistently
• Resizable (responsive) layouts
• Navigation must be simple and
consistent
• Avoid crowded/busy layouts
• Web pages should be quick to load
(within 2 seconds or less)
Website: User Experience
The Rise of Customer Expectations - UX - User Experience
by Coreen Head
6. • Search Engines & Google Ranking
play important role in showing
relevant contents to the buyers
User Experience: Buyers
Research Products before
making purchase decisions
Why Content for SEO
by Brafton
7. • Backlink Factors
• # of linking root domains, # of linking
pages, Alt tags, social shares, anchor
text…
• User Interaction
• Direct traffic, repeat traffic, time on
site, # of comments…
• Special Algorithm Rules
• User browsing history, big-brand
boost, safe searches…
• Social Signals
• # of tweets, # of Facebook likes,
Facebook shares…
• WebSpam Factors
• Domain Factors
• Domain name, age, registration
records...
• Page Level Factors
• Title, Description, Meta-tags,
Keyword Density, Responsive layout...
• Duplicate contents, loading speed,
age, broken links…
• Site Level Factors
• Site Architecture, Contact Us Page, #
of pages, user reviews…
• Brand Signals
• Branded anchor text, branded
searches, LinkedIn/Twitter/Facebook
Profiles, # of followers/subscribers
SEO: Google Ranking Factors Summary
9. This Leaves Marketers in a Scary Predicament
Why isn’t anyone paying
attention to me?!
Being Signal Amidst the Noise
by Rand Fishkin
10. Stand out from the
crowd
Being Signal Amidst the Noise
by Rand Fishkin
11. Or Become the Noise Everyone’s Trying to Filter
Hello?
Being Signal Amidst the Noise
by Rand Fishkin
12. Harder to produce Contents are Easier to get noticed
Blog Post
Tweet
Useful Guide Interactive Tool
Guest Contribution
for aNotable
Publisher
Photo
MobileApp
Video Custom Illustration
Physical
Product
Successful,
scalable community
Easier Harder
Being Signal Amidst the Noise
by Rand Fishkin
13. Use Schema Markup on the Web Pages
Schema tells the search engines what your
data means, not just what it says.
TripAdvisor.com uses Schema Markup to include
Ratings, Review Count etc. in the search result
Why Content for SEO
by Brafton
14. • Organize Content Creation
• Use right tools for publishing and
analytics
• Create activity calendar
• Stay consistent and motivated
• Embrace Visual
• Add images to contents
• Create videos
• Create infographics
• Be Proactive in trying new stuff
• Share your experience
• Develop valuable contents
• Inform, assist or entertain
• Lookup contents for republishing
• Use relevant content sources
• Write about and share what’s
already popular
• Use Groups, Communities, Circles
for research
• Don’t hesitate to Share Contents
• Give thanks and credit to original
authors
• Share positive contents
Website – Content Creation Guidelines
16. Social Media: Landscape
• Social Media is not just
about LinkedIn, Google+
Facebook, YouTube, and
Twitter.
• It includes variety of
platforms, applications,
channels and services
• In Social Media, contents
lead to conversations,
conversations build
relationships, and
relationships result in
profit
18. • Create content for a community
• Content Often Performs Well
when a Community Is Behind It
• Only the Best 0.1% of Content Can
Go “Viral” without a Pre-existing
Community
• Don’t Bet Your Marketing on Being
the 1 in 1,000
• Before you create content, ask
“Who will support & amplify this
content and why?”
• What makes content spread?
• It Inspires a Community
• It Reinforces a Belief
• Refutes an Opposing Argument
• Starts (or Renews) a Passionate
Discussion
• Is in Someone’s Financial or
Promotional Interests
• Makes the Sharer Look
Smart/Important/Worldly etc.
• Tells a compelling story
Social Media: Content Amplification
20. • Observe what attracts more
followers in your posts and
adjust accordingly
• Understand your target audience
• Research timings for the posts
• Be aware of boundary between
“Being Social” & “Being
Professional”
• Study the results and improve
where necessary
• Select which social media sites
are best suited for you business
• Learn the culture & posting rules
(# tags, images…) of different
social media sites
• Keep your Profile upto date on
all social media sites under use
• Leverage paid Ad campaigns on
social media sites
Social Media: Content Creation Guidelines
21. How often to Post on Facebook and Twitter
Social Media Updates Frequency
22. • iTunes has
highest # of
posts at 2.29 per
day
• Coca-Cola is
lowest at 0.44
posts per day
• Average is 1 post
per day
Facebook
Social Media Frequency Guide
by Buffer
23. • Once or Twice
per day
• 5 to 10 times
per week
Facebook
Social Media Frequency Guide
by Buffer
24. • Facebook Post
on average have
90 minutes to
get noticed
Facebook
Social Media Frequency Guide
by Buffer
25. • 4 to 5 tweets a
days provide
best responses,
and are most
effective
Twitter
Social Media Frequency Guide
by Buffer
26. • Individuals:
5 times per day
= 25 tweets per
week
• Brands:
30 times per day
= 150 tweets per
week
Twitter
Social Media Frequency Guide
by Buffer
27. • Tweets on
average have 18
minutes to get
noticed
Twitter
Social Media Frequency Guide
by Buffer
31. • Cisco sponsored study of 862 business leaders found unanimous
agreement that in-person communications are more effective,
powerful and conducive to success
In-Person Meetings
Believe in-person collaboration is
critical
Agree that conversation and focus is
critical to communications
Felt they were better understood
after in-person encounters
The Power on In-Person
by Cisco
36. Sample Website Traffic Goal
Goal: Increase Web Traffic from 230 visits / week to
600 visit / week by Q4 2016
37. • # of leads from Web Forms
• Contact Us - Forms
• Blog Article Download - Forms
• # of leads from SM Sites
• # of direct leads
• Via emails
• Via phone calls
• # of Shares, Retweets, Likes
• # of Comments
• # of unique visitors
• # of Web Form submissions
• # of links from other sites
Measuring Progress
