Thinq web marketing ppt (3 2010)
- 1. Online Marketing Solutions for SMB’s
Strategies for Marketing in a Recession
Presented by: THINQ, Inc.
January 6, 2010
INTERNET MARKETING SOLUTIONS
- 2. Agenda
The importance of the Internet
Marketing in tough times
How to impact the top line
Web Marketing Solutions
Summary
INTERNET MARKETING SOLUTIONS
- 3. INTERNET MARKETING SOLUTIONS
The importance of the web
• Online is no longer a niche channel worthy of investment for the future.
• It is a significant channel now and should be actively managed.
• Drive high quality traffic to the website
• Increase sales lead generation from prospective customers
• Build ongoing brand awareness, identity, and recognition online
• Competitive differentiator
- 4. INTERNET MARKETING SOLUTIONS
The importance of the web
Just the Facts
• 54% of Americans use the Internet and local
search instead of phone books and directories
• 97% of Americans use Internet to shop
• 74% of users perform searches for local products
and services
• 82% of local searches result in an in-store visit,
phone call, or purchase
- 5. The Recession is here – What is your Strategy?
Prospecting is changing
Global Economies changing
Access to information is changing
Industries are consolidating & changing
Harder to reach targeted customers
Sales cycles are getting longer
Fewer projects open for bid
The Result: Sales & Marketing must change to
survive and thrive.
Reality check:
• In Recessions, most firms pull back marketing
• Smart marketers strategically position their
companies during boom-and-bust cycles
• Conventional Sales techniques won’t work anymore
• Dr. Clement Jugular (1819 – 1905) – coined the phrase “Business Cycles”
1. Expansion
2. Prosperity
3. Contraction
4. Recession (market is ripe)
Best Time to Sell
- 6. Marketing Mavericks
During the 1930 “Great Depression”
1929 - The Kellogg Company (W.K. Kellogg)
Doubled its advertising budget
Result: Sales soared, become #1 Cereal
1930 – Kraft Foods (J.L. Kraft)
Needed a miracle to save the company
Relabeled mayonnaise – “Miracle Whip”
Result: Product sales soared
1933 – Fortune Magazine (Henry R. Luce)
Brazenly launched magazine about Business
Sold copy for then-outrageous newsstand price of $1
Result: Advertisers climbed on board – magazine thrived
W.K. Kellogg
J.L. Kraft
Henry R. Luce
- 7. INTERNET MARKETING SOLUTIONS
How to impact the Top Line?
Where are the Opportunities?
Three main opportunities that online marketing present:
1. Increased revenues
2. Reduced cost of sale
3. Enhanced brand loyalty and client relationships
- 8. INTERNET MARKETING SOLUTIONS
1.Increased Revenues – Top Line Focus!
• Number 1 Business Pain & Challenge – More Sales, Revenue, Profit
• Web is a level playing field in terms of marketing
• Anyone can attract new clients through properly targeted marketing
• Cost to change marketing material & message is zero cost
• Global and national reach is available to all, not just the Big Brands
• Brand and message are always “Open” 24 hours each day, each time
zone, in each latitude
- 9. INTERNET MARKETING SOLUTIONS
2. Reduce cost of sales
• What is your cost per new sale? Per lead?
• A well branded website has the lowest cost of sale
• Significantly less expensive than Trade Journal, Newspaper advertising
• Moves buyer further down the pipeline in prospect-to-customer cycle
• Qualifies prospect with minimal sales team involvement
• Ensures the right message is presented consistently every time
- 10. INTERNET MARKETING SOLUTIONS
3. Enhanced brand loyalty & relationships
• Ease of business – easy to find (Number One reason for clients)
• Increase Brand awareness (can’t sell unless your Visible)
• Increase Brand recognition
• Increase Brand top-of-mind (own mental real estate)
Result: Brand Loyalty begets Customer Loyalty which begets
increased Sales revenue
- 11. INTERNET MARKETING SOLUTIONS
How to drive new revenue to my company?
• What are the various marketing opportunities?
• Who will manage?
• Who will measure the results and how?
- 12. INTERNET MARKETING SOLUTIONS
Web Marketing Opportunities
Web Design &
Blogging
Search Engine
Optimization
Local Search
Directories
Email
Marketing
Paid Search
Advertising
Social Media
- 13. INTERNET MARKETING SOLUTIONS
Is the House ready for visitors?
• Before investing in online marketing channels the site must be “fit for purpose” to convert
traffic at the highest rate
• Average Buyer spends less that 4.7 seconds to identify the relevance of your site
• Audience loves pictures
• Audience hates text but loves headlines
• Simple, easy to navigate site
• “Don’t Make Me THINK” – recognizable links
• Concise, relevant information
• Is the site attractive, crisp, and clean
• Is your Service offering easy to scan
• Are your projects fully detailed and Gallery Showcase Ready
• How does the site fair against competitor’s sites?
• Blogging – Keeps readers (i.e. clients, prospects, partners) informed
• Visitor Tracking & Analytics
- Once site is optimized, then commence with Marketing
activity to drive revenue
Web Design &
Blogging
- 14. INTERNET MARKETING SOLUTIONS
Why are Search Engines important?
• SEO Definition – Improving the quality & traffic of site visitors through
natural and “organic” searches (takes up to 4-8 months to impact)
• 89% of Internet users regularly use Search engines
• In Europe, Google accounts for 76% of total searches
• In Asia Pacific, Google accounts for 67% (Baidu the rest)
• In United Sates, Google accounts for 49%
• Important to know where your customers are researching
in order to adjust the approach accordingly
Search Engine
Optimization
- 17. INTERNET MARKETING SOLUTIONS
Local Searches & Directories
• First, they are FREE.
• Listings for your primary markets
• Internet searches have replaced the
old Yellow pages and Yellow book
• Available through all
Search Engines
Local Search
Directories
- 18. INTERNET MARKETING SOLUTIONS
Why the postal service is MAD!
• Email Marketing (“Drip Marketing”) is a simple, cost-effective solution
• Email only your intended target audience and verticals
We help you:
- Build Landing Pages (per ea. Campaign)
- Targeted Distribution
- Tailor Messaging
- Find Lead Nurturing programs
- Locate email delivery systems
- Help setup Nurturing and Sales Process (critical)
- Setup auto-responses
- Build Customer/Prospective database
- Training
Email
Marketing
- 19. INTERNET MARKETING SOLUTIONS
Is this faddish or a business enabler?
The $64 question, how do I connect with people who are still buying?
Social Media Intelligence Tools
- Google Alerts – client news alerts (Ex: Intercontinental Occupancy Up)
- LinkedIn.com – connect with other business peoples networks
- Conduct searches by industry, name, company, keyword
- Twitter – microblogging platform – get detailed information quickly
- Facebook – corporate presence only (becomes too social)
- Jigsaw – another corporate search network
- MySpace – Not For Business (NFB)
Social Media
- 20. INTERNET MARKETING SOLUTIONS
Get Digital and get off the Road!
• If you are not fully exploiting today’s technology, you are leaving
revenue and sales on the table every day.
• A strategic, planned, approach to online marketing will produce far better returns
than tactical activity
• Investing in existing customers, as well as prospecting for new ones, is crucial
for overall success during the “boom-and-bust” business cycles
• Measuring performance and adjusting campaigns will produce stronger returns
- 21. INTERNET MARKETING SOLUTIONS
Why THINQ?
THINQ is your ideal online marketing partner
• Offers a full service suite of Internet Marketing solutions
• Shared interest in your success – We become stakeholders in your company.
• Predictable and cost-controlled marketing budget
• Can adjust marketing message without added expense
• Manages your Internet Marketing activities – leaving you to focus on clients
• No additional staff to hire
• No in-sourcing of existing staff
• Evaluate Marketing effectiveness periodically
• Internet Marketing Solutions offered under a single flat, fixed monthly fee