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ALTERNATIVE Marketing Methods

Jason Owen. ALTERNATIVE Marketing Methods. Rules. There are none! Please interrupt me! Please shout out questions! Please interact!. Conferences. Search Engine Strategies – New York Ad Tech – San Fran / New York PubCon – Las Vegas Of course – Commerce V3. Objectives.

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ALTERNATIVE Marketing Methods

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  1. Jason Owen ALTERNATIVE Marketing Methods

  2. Rules • There are none! • Please interrupt me! • Please shout out questions! • Please interact!

  3. Conferences • Search Engine Strategies – New York • Ad Tech – San Fran / New York • PubCon – Las Vegas • Of course – Commerce V3

  4. Objectives • To have everyone in this room leave with at least one thing they can take back to their company. • To have fun • To make money

  5. Finance • Boring! • Yet the single most important factor in driving incremental, or new customers to your business…. • Before we speak about marketing let’s make sure and have the finance facts as it would relate to your business!

  6. Finance Example • An advertiser wants you to do a $5,000 test for banner advertising. • Ask yourself, how many customers will I have to acquire to make this test work for me? • If your lifetime customer value is $100, you will need to acquire 50 new customers.

  7. Finance Example • Let’s say Banner advertising converts impressions to clicks at .02% on average. • If your onsite click to sale metric is 100 clicks to a sale, you will need 5,000 clicks, and you can afford to pay up to $1 per click • You are a good negotiator and are willing to buy a click at $.80 for a test, leaving yourself a 20% spread incase the numbers don’t back out like you think they will.

  8. Finance Example • The Advertiser wants to create a CPM campaign, or cost per thousand: • You can buy 250,000 impressions from the advertiser for $5,000 or a cost of $.02 / per thousand impressions. • (Because you are again a good negotiator, you buy the 250,000 impressions for $4,000, 20% spread.)

  9. Finance Conclusion • Use your data to back into the advertisers price you are willing to pay. • There are lots of deals to be had right now. • Reading: No: The Only Negotiating System You Need for Work and Home • Name your price. • Test more than normal right now if you can afford to. • Find out what works and lock in long term price contracts.

  10. Social Media Marketing • Bmaccess • Buzzflash • Care2 • ChipIn • CoMagz • Connectedy • coRank • CouchSurfing • CSSBeauty • CSSVault • Curiobot • Dark-I • Del.icio.us • DeviantArt • Dfinitive • Digg • Dnhour • DotNetKicks • DriverSide • DropJack • Epinions • EzineArticles • Facebook • Fanpop • Fark • Faves • Folkd • Furl • GetSatisfaction • Google Pages • Hacker News • Hugg.com • IMDB Pro • IndianPad • InternetMosaic • Jumptags • Kaboodle • Kinja • Last.fm • LinkedIn • linkinn • Listible • Livejournal • Magnify • Memeorlame • 23hq • A1 Webmarks • Adobe Showcase • Adultswim • Amazon • Askmen.com • Site of the Day • Ballhype • Barnes and Noble • BibSonomy • Blogger • Blogger (Blogspot) • BlogGoggle • Blogs4god • Blogsome

  11. Social Media Marketing • Reasons to not start producing online content: • Ashton Kutcher is doing it • My kids keep talking about Twitter • Our competitors are doing it

  12. Social Media Marketing • There is a lot more to social media than meets the eye. • The barrier to entry is shrinking every day • More and more information is becoming readily available for consumers.

  13. Social Media and Marketing • Create Goals: • How many customers do you want to acquire per month from the respective source, looking at the refer URL as the acquisition point? • Can I increase the lifetime value of my current customer base if they use my X Social Media. • How many people do I want to have reading my blog per month in month 6, 12, 18?

  14. Social Media and Marketing • Get Relevant!! • Establish a differentiated meaning for your brand that the consumers you want to reach care about – find relevant – before you try to begin branding. Differentiation and relevance – not awareness – make a brand strong and keep it strong. You can’t build awareness without having something to build it on. The most successful brands know this. • From BrandSimple

  15. Social Media Recommendations • Audience! • Know exactly who you want to talk to – that is, know your audience. Also, know exactly who you want to beat – who your competition is – and make sure the difference between you and the other guy is crystal clear. • From BrandSimple

  16. Social Media and Marketing • Look for the Obvious! • To find a different and relevant brand idea, look for the obvious. The best answers are usually right under your nose. Good brand people never stop looking for insights, and they know to look in the most obvious places. They read letters from customers, go to call centers, speak to retailers, hang out in supermarket aisles. The key is to find something meaningful that no one has noticed before.

  17. Social Media and Marketing • Alignment! • Make sure your brand idea aligns with your business strategy. What exactly are you selling? Is your brand idea in sync? You can deliver what your brand idea promises to deliver by validating the brand experience at optimal points of customer contact.

  18. Social Media and Marketing • Read BrandSimple! • Allen P. Adamson

  19. Social Media and Marketing • Find your brand fanatics • Talk to your fanatics. Find out why they are in love with your product. • Allow your fanatics to help you drive the social vision for your company. • Crowd source using your base

  20. Social Media and Marketing • Relevance! • If you are not interesting, get relevant before you start social media marketing. • No one wants to know that you got up at 4AM today opposed to 4:15AM(unless your twitter account is Ashton Kutcher). • If that is all you have to say, think twice!

  21. Social Media Marketing • Drawbacks • Don’t start a blog and update it once every three months. It could have negative brand consequences to potential new customers. • With anything there is a tipping point. Social Marketing takes time. If you are looking for a 20% increase in customers tomorrow, forget about it!!

  22. Social Media Marketing • The Basic Minimum • Twitter – Update once or twice a day • Blog – Once a week • Facebook – Once a week

  23. Social Media Marketing • Jet Blue • Dell http://www.datadial.net/blog/index.php/2009/04/22/twitter-guide-for-small-business/

  24. Social Media Marketing • Blogs: • Be Honest • Try to fool people and you will get bit! • Marketing with Meaning

  25. Social Media Conclusion

  26. Search Marketing

  27. Search Marketing • Real-estate • The more that you own, the better chance you have of getting more traffic. • Is it about being #1 in Google? • or controlling as many of the potential 17 listings as you can?

  28. Search Marketing - Organic

  29. Search Marketing - Organic

  30. Search Marketing - Organic • Keyword use in a title tag is one of the single most important onsite factors you can manipulate • Anchor text in inbound links • Acquiring good links from multiple domains builds trust and authority. • Page and Link sculpting

  31. Search Marketing - Organic <!-- START SCANALERT CODE --> <a rel="NOFOLLOW" target="_blank“ href="https://www.mcafeesecure.com/RatingVerify?ref=www.directsattv.com"><img width="94" height="54" border="0" src="//images.scanalert.com/meter/www.directsattv.com/13.gif" alt="McAfee Secure sites help keep you safe from identity theft, credit card fraud, spyware, spam, viruses and online scams" oncontextmenu="alert('Copying Prohibited by Law - McAfee Secure is a Trademark of McAfee, Inc.'); return false;"></a> <!-- END SCANALERT CODE -->

  32. Search Marketing - Organic • Duplicate Content Issues:

  33. Search Marketing - Organic • Five Minute Checklist – 4 Things: • 1. URL canonicalization and 301 re-dirs • http://www.example.com/index.php • http://www.example.com/index.htm • http://www.example.com/default.html • http://www.example.com/default.php • http://www.example.com/anything (that goes to homepage) • 2. ****Unique Title Tags and Meta Data**** • 3. Has the site been submitted to Google Webmaster Central? • 4. Check for Duplicate Content

  34. Search Marketing - Organic • Title Tag Importance

  35. Search Marketing - Organic • Blogs that are a must for SEO Information: • www.SEOmoz.org – Pro Membership $79 per month • www.SearchEngineLand.com - Daily Search News Recap

  36. Search Marketing – Paid Search

  37. Search Marketing – Paid Search • Lowest Part of the conversion funnel. Paid search visitors are the best converting traffic source online. • How many people bid on their own brand name? • How many people know if your competitors are bidding on your name?

  38. Search Marketing – Paid Search • Question: How many people have a call center? • How many people know how many paid search visitors buy over the phone?

  39. Search Marketing – Paid Search • When we used a different phone number for visitors that came to the site from paid search, we were able to reduce or presumed acquisition costs by 30%.

  40. Affinity Marketing • www.NextJump.com • www.YouDecide.com • www.WorkingAdvantage.com

  41. Usability – Click Heat

  42. Affiliate Marketing • Have a few power affiliates that you treat as one of the team. More is less to start. • Make your offer easy to understand. • Make sure that you have clear goals and contracts. What they can do and what they can’t do. Affiliates are smart. • Run Contests. • Create tiered programs.

  43. Affiliate Marketing • Scrutinize Commissions – Average is 15% - 20% • Focus on recruitment and retention • Watch out for fraud and spam.

  44. Reading • Blogs: • www.SEOmoz.org • www.SearchEngineland.com • www.PPCHero.com • www.MarketingExperiments.com • www.ZenHabits.com • www.FourHourWorkWeek.com

  45. Products • www.LabsMedia.com • www.SEOmoz.org • www.SpyFu.com • www.Adwords.google.com • www.Google.com/insights • www.KeyMetric.net • www.WebPositionGold.com • www.iContact.com

  46. Reading • Books: • BrandSimple – Allen Adamson • No – Jim Camp • Why we Buy – Paco Underhill • Eating the Big Fish – Adam Morgan • The 22 Immutable Laws of Marketing – Al Reis and Jack Trout.

  47. Jason Owen jowen@jerboabrands.com513-600-6767

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