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Online Marketing 101 BY Stuart davidson Understanding The Basics Of Online marketing additional resources additional resources available from the website... Webinar recording Available soon on the Webinars page. Article “Online Marketing 101: Understanding The Basics” More Resources Video training and downloadable resources available from the Coaching area. Www.stuartjdavidson.com Q&a - Take Notes Please hold all questions until the end of the webinar Make sure you have a pen and paper handy to take notes I'll work through at a fast pace to squeeze as much in as possible Webinar recording will be available on the coaching site within 48hrs Www.stuartjdavidson.com Understanding Online Marketing How can businesses create online marketing strategies that successfully fulfil business goals Whats the single most important thing to any business? Marketing is ultimately about: making money If you don't see marketing as a means of ultimately generating more profits, then you have the wrong mindset. Online Marketing - Planning Audience analysis: Who are my customers and influencers? Environment analysis: Where do my customers already exist online? Behaviour analysis: How do my customers already buy? How can this be influenced? Business analysis: What do we need? Who do we need? How do we proceed? Www.stuartjdavidson.com understand funnel Www.stuartjdavidson.com Online Marketing - Strategies Content Marketing – Blogs, Podcasts, eBooks, Whitepapers etc. Social Media Marketing – Facebook, Twitter, LinkedIn, YouTube etc. SEO – Search Engine Optimisation, Onpage and Offpage. Paid Advertising – Google Adwords, Social Ads, Banner Ads etc. Public Relations – News, Press, Influencer Marketing, Outreach Www.stuartjdavidson.com Outbound vs inbound Marketing 50% Companies spending 50%+ of their lead gen budget report a significantly lower cost-perlead HubSpot Www.stuartjdavidson.com 32% 3x 90% 32% of brands are decreasing spending on outbound to spend more on content marketing Per dollar, content marketing produces 3 times more leads than advertising 90% of consumers find custom content useful and believe it builds good relationships Inbound Marketing Agency Eloqua McMurry/TMG Lead generation: capturing prospects Need to know What is a cold/warm/hot lead to your business? Website Use your website to promote resources that require exchange of data to download, digest or receive. i.e. eBooks Email courses Free consultations Reports Guides Www.stuartjdavidson.com Then Wider Resources Use resoures outside of your website to promote and capture data. This provides for additional points of capture in more places. i.e. Landing pages Banner advertising Social advertising Guest posting Create resources to capture different leads Capture The data captured has to be stored somewhere, ready to be leveraged. Use a CRM and/or Email marketing software to automatically capture data from forms and input into database. i.e. MailChimp InfusionSoft lead nurturing The leads captured are typically not ready to buy right now, else they would navigate direct to your sales pages and purchase immediately. So think about how you can deliver regular content that would gain trust, strengthen relationships and promote your products and services... Automatio n Create email sequences that deliver additional value depending on leads behavour (using triggers). Leads are most engaged in the short period after opt-in. Www.stuartjdavidson.com Short Term Create short-term email sequences that work towards moving leads through your funnel. Leads are still engaged now, so look to reinforce trust and reliability while they decide. Long Term Create long-term email sequenes that deliver value and ensures you stay relevant, while looking to create buying actions through regular promotional initiatives. Marketing Structure Www.stuartjdavidson.com Understanding how to use social media for business Key takeaways: • Marketing is about making money • Plan first, do second • Design your funnel as a journey from discovery to fulfilment • Create different strategies to bring awareness to your business • Understand how to capture different types of leads • Learn how to convert leads to paying customers Www.stuartjdavidson.com Have your say: Q&A If you haven't done so already, type your question into the message box now. What's next? Make sure you pencil in the date of the next webinar into your diary – webinar dates are available from the coaching area. As part of your marketing coaching membership, you can ask me one question a month via email and I'll send a personalised and private email response back. If there is anything else I can help with, then get in touch via all the normal channels. Make sure we're connected! EMAIL: [email protected] @RealSocialShark www.facebook.com/thesocialshark Www.stuartjdavidson.com See you next time! Remember to check the coaching website for the webinar video recording.