In this economy every dollar counts. We are fortunate to live in a time when there is more we can do to take control of our own marketing vs. outsourcing it to agencies and firms. We are also lucky that we are in a time when even the smallest business can take advantage of the same tools as large companies. In this meeting we will talk about what you can do online to make sure people are hearing your message, visiting your website, and hopefully deciding to do business with you. We will talk about in-house options, how to create an online marketing plan, and how to measure your effectiveness.

1. Creating an Online
Marketing Plan and
Maximizing Your
Marketing Dollars
Amanda O’Brien
Hall Web Services

2. Who is this lady?
Amanda O’Brien
VP of Marketing at Hall Web Services
amanda@hallme.com
@amanda_pants
www.hallme.com
www.hallme.com/blog/
@hall_web
• www.socialmediabreakfastmaine.com
•www.socialmediab2b.com
• www.amandapants.com
• www.guidingstars.com
• Recovering Radio Employee

3. Lets get right to it…
Photo credit: http://www.flickr.com/photos/zappowbang/531040159/

4. Able to bring our marketing spend in-house
Photo credit: http://www.flickr.com/photos/lenore-m/2515800654/sizes/z/in/photostream/

5. People are tired of being sold to

6. We want a relationship with those we choose to do business with
Photo credit: http://www.flickr.com/photos/pochacco20/59141976/sizes/o/in/photostream/

7. Traditional vs. New Marketing
Photo credit: http://www.flickr.com/photos/kwdesigns/734124559/sizes/l/in/photostream/

8. Traditional Media
Newspapers
Print Advertising
Television Advertising
Radio Advertising
Cold Calling
Direct Mail
Photo credit: http://www.flickr.com/photos/danwhite2010/4647806416/sizes/m/in/photostream/

9. What is “NEW Media”?
Websites
Blogs
Search Engine Optimization (SEO, Organic Search)
PPC Advertising (Pay Per Click)
Social Media
Web Advertising
Email Marketing
Mobile Marketing

10. Being found
when someone
is already
looking!
Being in networks
your audience are
already participating
in!
Timely.
Targeted Messages.
To those already
subscribed.
Photo credit: http://www.flickr.com/photos/yodelanecdotal/3927004398/sizes/l/in/photostream/

11. The most important platforms are the ones that your
target audience and customers are using.
Photo credit: http://www.flickr.com/photos/victoriapeckham/164175205/

12. What Makes a Successful Website?
Valuable
Optimized
Easy to Use
Secure
Good code
Meet users expectations
No longer ‘brochurewear’
• updated regularly
• take advantage of the medium
• Content, content, content
Conversion
• what do you want people to do?
• make it easy
Interactive-ness
• Widgets, comments, actions
People
• Real people

13. Who IS this guy?

14. Blogs
People are NOT tired of information!
Add content to your website
Search juice!
Find a frequency
Editorial Calendar
Length of posts – one complete thought
Keep it timely
Subscribe via RSS or Email
Social Media Hub
Host it on your site
www.hallme.com/blog/
www.hallme.blogspot.com

15. CMS
Content Management Systems
• Wordpress
• Joomla
• Drupal

16. www.google.com/local/add/businessCenter
Search Engine Optimization

17. Social Media
Conversations happening online
Ratings, reviews, help, everything
Social Media as live focus groups
Relationships vs. Selling
Not promoting – communicating
Not how many but WHO?
Start conversations
Strategy first, tools second
Bank deposits*
Set up profiles well

18. Social media is like a bank. You can’t go into a
bank, open an account, deposit nothing and
then ask to take money out of your account.
There is nothing there. You have to invest in it
and give to it first and then you can even begin
to think of withdrawing from it.
Scott Stratton - UnMarketing

19. The Big 4
Facebook, Twitter, YouTube and LinkedIn
Photo credit: http://www.dilbert.com/strips/comic/2010-09-13/

20. Largest social networking site
Average user is connected to 60 pages, groups and events
Personal pages
Business “Like” Pages
Share news, events, video, photos
Passive agreement to subscribe to your information
Security
Add custom Facebook Box to website
http://www.youtube.com/watch?v=eaXebTNoXEA
Facebook Insights

21. Twitter
Microblog
Real time conversations
www.search.twitter.com
Meet people by content produced
Traffic to your website or blog
Easy, short updates
More about who vs. how much
Stay on topic
Hashtags – great for events

22. YouTube
Videos
Second largest search engine
Search engines love video
Visual learners
Easy to produce web video
Video blogs
Add video to your website
Create custom channel with only your videos
Add links to your website for more information
Sound is very important

23. Don’t focus on viral videos

24. LinkedIn
Business networking social media site
Started in 2005
Online Roladex
Groups
Questions and Answers
Recommendations
Always adding new features
Adding products and services
Applications

25. Web Advertising
Banner ads
Pop-ups & Pop-unders
Affiliate Marketing
‘Expander’ Ads
Video Ads
A plan or an afterthought?

26. Photo credit: http://i.imgur.com/IOBPq.jpg

27. Facebook Advertising

28. PPC Advertising

29. Email Marketing
Well branded – Use an ESP
Segment lists
Cross promote
Timely, targeted messages
Inside information, early announcements
Easy way to keep people in the sales funnel
Other publication’s email sponsorships
Don’t buy a list – CANSPAM
Social media sites come and go

30. Mobile Marketing
Mobile Websites
What does your website look like?
Text, images, flash
Need a mobile site with only main functions?
Mobile Banners
Mobile Banners on free options
Mobile Applications
Text Alerts
QR codes

31. Location Based Services (LBS)

32. How Do You Blend
Traditional and New
Media?

33. Who are you trying to reach?
What are they worried about?
Pain points
Putting People in Buckets
The best marketing doesn’t feel like marketing
Build it and they will come doesn’t work

34. Better to do one or two than fail at 20
Timely, targeted messages
Relationships
Sales funnel pieces, not sales pieces
Must be integrated, not stand alone
Icons
Promotional Codes
Landing pages
Integration is Key

35. Start with goals and what success would look like getting there
Lead generation, relationship building, brand awareness, marketing, customer service
Photo credit: http://www.flickr.com/photos/opopododo/2570501919/sizes/l/in/photostream/
http://www.chrisbrogan.com/starting-a-social-media-strategy/

36. Photo credit: http://www.flickr.com/photos/mike9alive/1032525361/sizes/l/in/photostream/
Set a timeline and track your time – reallocate if it isn’t working

37. Determine short term and long term goals
Key metrics before you start
What content does well?
What social media sites work for you?
Which conditions work best?
Track it ALL
Photo credit: http://www.flickr.com/photos/intersectionconsulting/3835278951/
Diagnostics vs. Objective Metrics
– Christopher S. Penn
http://www.christopherspenn.com/2010/05/are-we-there-yet-diagnostic-versus-objective-social-media-
metrics/

38. Determine current efforts
Goals and resources needed to achieve them
Platforms and measurement
Policy
Measure time and effectiveness
Creating a Plan
Photo credit: http://www.flickr.com/photos/jonathanbeard/3196536843/

39. Popularity – Reach - Volume
• Number of friends on Facebook
• Number of followers on Twitter
• Number of fans on your fan page
• Number of blog subscribers
• Number of people subscribed to your FriendFeed
• LinkedIn Connections
• YouTube Subscribers

40. Engaging
• Number of retweets, replies, lists
• Number of blog comments
• Brand Mentions
• Industry mentions
• Comments to LinkedIn discussion
• Sentiment
• Time spent with brand
• Facebook Insights
Strategy to Engage
• Listen actively
• Produce and distribute quality content
• Participate in online communities correctly

41. Measurable Goals
• Google Analytics! Get it! Traffic Sources?
• Specific landing pages
• User conversion on those landing pages (convert)
• Actions taken? Downloads, purchases, forms
• Customer Service calls lower?
• Finding trends and finding their origin
• Memberships
• Enewletter signups
• Dang math!

42. Bit.ly

43. Google Analytics
• Free
• Where?
• What?
• How Long?

47. Just because you can measure it
doesn’t mean you should
Photo credit: http://www.flickr.com/photos/ansik/304526237/

48. •www.hallme.com/blog/
•www.socialmediabreakfastmaine.com
•www.socialmediab2b.com
@amanda_pants @hall_web
amanda@hallme.com