Presented by Karen Porter UM School of Business Administration & ImpactOnlineMarketing.com Online Marketing Foundation 2014 Presented by Karen Porter Department of Marketing School of Business Administration The University of Montana

Before We Get Started… Anyone here who was NOT here Tuesday? Everyone subscribed to: Hubspot blog? OSMM.net blog? Student profiles Name Major and Year Hometown Any online marketing experience? (please explain) Why you’re taking this course

Websites – An Online “Hub”

Who is Your Target Market? Identify by similar characteristics: Age, Gender, Income, Education, Interests, Occupation and Other Criteria of Relevance

Strategy Decisions Can Be Very Difficult

Insights from Target Customers

Target Insights > Strategic Decisions > The 4 P’s of Marketing

Rules of the 4 P’s

Delivering What Your Customers Want

NOW You Can Think About Specific Marketing Tactics

Before the Internet Businesses relied upon traditional media: Yellow Pages Newspapers Television Direct Mail Telemarketing Magazines Radio Faxes

Times are Changing Directories – print versions go out of date / expensive Print Pubs – in decline / costs up / shifting readership Broadcast – fragmentation / zipping / zapping / Hulu Direct Mail – costly / low conversion / slow Telemarketing – do not call lists / intrusion factor Faxes – mass faxing less effective / easy to overlook Traditional advertising media are losing effectiveness

New Media is Online & Online Statistics are Astonishing 1 Trillion + — number of web pages in the world 200+ Billion online searches each year in U.S. alone 30 % — searches that are targeted locally (city or zip )* 20 % — total online searches done by mobile phones* 37 % — small businesses without a website* 80 % — local searches done on mobile devices = buyers* 0 % — chance to connect with consumers who are searching online if an organization doesn’t have an online presence * 2012 statistics based on U.S. data only

Business Owners Face Marketing Challenges Recession has led to slower sales & lower profits Traditional media declining in effectiveness Consumers are searching for businesses online Business owners are confused and frustrated about how to use online marketing effectively Many businesses lack either the knowledge, the interest, or the time to learn online marketing and develop an online strategy

A Website is Essential But Having One isn’t Enough Websites lend credibility The business card of yesterday Is your website getting found? Know how people are searching & where your site is ranked How do you drive traffic to a website? Know what your prospective customer is doing online Is your web presence helping or hurting your business? Develop a cohesive online / offline marketing strategy

Why Being “On” Google is Vital 70% of all U.S. online searches are done on Google 80% + of intl. online searches are done on Google (with a few notable exceptions – ex: China) 60% of searchers do not typically search beyond page one of search engine results Do you know what your potential customers are searching for? – Keyword Research Need to be FOUND by those searching for the goods and services you offer – SEO (Search Engine Optimization)

Keywords Rule! Know How Your Customers are Searching and Which Words are Important to Them Google Keyword Planner

SEO Gets Your Site Found On-Site Optimization Meta code – title tag (limit 60 characters) Meta description (limit 160 characters) Page title (headline) Page URL ( Page copy, graphic alt tags, and more Off-Site Optimization Links coming into your site from other sites Social validation / visitor support of site

Website Not Getting Found? Was the site developed strategically? Were goals clearly defined on the front end? Was keyword research done first to drive how and where those words are optimized on the site? Did development include these 3 key elements? Solid coding (the site functions as it should) Strong design (attractive, credible & user-friendly) Strategic marketing (solid SEO, marketing strategy done on front-end, integrated and ongoing online marketing strategies)

Does My Business HAVE to Use… Facebook Twitter LinkedIn Pinterest Google + Local Blogging Mobile Marketing Other?

Mobile Marketing – The Next Wave 62 % of U.S. citizens now own smart phones Japan and Europe mobile are far ahead of U.S. in smart phone usage; the U.S. is sure to follow 97% of smart phone users search online by phone <20% of all sites are mobile-friendly

What Does This Mean for Biz? Marketing strategy needs to marry online and offline marketing initiatives Know specifically the words your customers are using to search – them use those words online Use online findings to market offline Use media that is right for your type of business Know what’s already working for you - continue using what works and eliminate what’s not

What Does This Mean for Biz? Know your “conversion funnel” statistics – having the ability to measure gives you power Develop a STRATEGY (don’t just try a hodge-podge of ideas hoping something will work) Measure and tweak what’s working and then “rinse and repeat” to improve your results Do NOT try to do everything – do several things really well and you’ll have better success continued

Questions?

Karen Porter -or- (406)