Marketing in the Digital Age

Transcription

1 Marketing in the Digital Age By Doug Commette SprayFoam.com & Spray Foam Insulation & Roofing Magazine SprayFoam INSULATION & ROOFING MAGAZINE

2 Internet Penetration in US

3 Internet Marketing Marketers continue to spend more on Internet ads, and less on traditional media Forbes predicts Internet Ad spending to overtake TV Ad Spending by 2016

4 Why the Internet? Greater Reach Better Targeting Less Cost Easier to Produce Get to market in minutes rather than weeks Adwords If you can type you can reach thousands Available software Better Measurement and Tracking of Results

5 Why the Internet? Interactive Click through for more info Not Invasive (sometimes) Most information is found by the reader, not stuffed in their face when they don t want it. Combine and Leverage All Media Text and Pictures (Traditional) Video, Audio, File Downloads Much More Information Available Direct Response

6 Mobile Explosion In 2010 mobile subscribers surpassed 5 billion Source: ITU Feb 2010 The world s population is 6.8 billion That s over 70% of the worlds population now have a mobile phone Source: Wikipedia 85% of children own a mobile phone while only 73% own books at home Source: National Literacy Trust US Penetration: 9 out of every 10 man, woman and child have a phone Source: Simmons National Consumer Study Morgan Stanley Research estimates sales of smartphones will exceed those of PCs in 2012.

7 Mobile Impact 80 million Americans now own smartphones Source: ComScore 24% of all phones are now smartphones Source: gartner Mobile Internet Traffic will grow 400% by Bulk of traffic is video consumption. Number of video users is growing at 34% annually.

8 Mobile & Smartphone Usage U.S. Adults now spend more time on their smartphones than they do reading newspapers and magazines combined. Time Spent 1:05 hrs. on Mobile 26 min. reading Newspaper 18 min. reading Magazines Time spent on mobile devices is up a whopping 30% from last year.

9 Smartphone Apps January 2007 Apple introduced the iphone. The iphone sold 1.7 million units in the first 3 days of selling. (Source: Apple) Total sold so far 59,634,000 More and more iphones are being used at work. By the end of 53% of companies will have deployed iphones (Source: Aberdeen Group) In 2008 Apple launched the Appstore with 500 Apps By June 2010, 225,000 Apps were available. 3 Billion have been downloaded to date (Source: Apple June 2010) In October 2008 Google Launched Android. Android is growing at 886% year after year (Source: Canalsys) 160,000 Android smartphones are activated each day. In Billion was spent on Apps 6.2 billion in 2010 Predicted to be $35 billion by 2014

10 SMS / Text Messaging However the most common application on a smartphone is SMS / Text In the first 3 months of 2010, trillion messages were sent worldwide By the end of 2010, 6.5 trillion messages were sent (Sybase blog / Informa telecoms and media) On the day Obama was elected, 1.2 billion texts were sent in the US between 4pm and 9 pm (Sybase estimate)

11 QR Codes According to a 2011 study by market research firm Comscore, about 6.2 percent of all US smartphone users use QR bar codes This number will continue to increase with the adoption rates of smartphones Common Uses: Price comparisons More Info such as manuals Coupons Better use Landing Pages!!!

12 Digital Marketing Evolution Website(s) Marketing Internet Advertising Search Engines / Text Ads Display Targeted Portals, Industry Directories, News & Info Sites SEO Social Media YouTube, Facebook, Twitter, Linked in Blog s Industry Portals, Technical Forums Content Marketing White Papers PR websites Lead Generation Sites Mobile / Tablets 3 million ipads sold in the first 80 days QR Codes Video / Internet TV Station

13 Marketing Fundamentals Still Exist Target Market Primary Secondary Geographic vs. Channel Brand Strategy / USP / Differentiation Reach / Channel Plan Get to target Achieve strong volume Media Plan, Budget & ROI Creative Strategy May / Should change per each target and/or channel Marketing Mix

14 Plan Your Response Shotgun campaigns Easy, fast, inexpensive Don t wait for your first phone call to plan your response Educate the Responders Receptionist Sales Reps Qualify and Respond toward the campaign Goal Phone Response Response Pursue the close Build the Database / Future Marketing Collect data and measure results

15 What is the Goal? A Functional Good Looking Website? More Friends and Followers Equal More Labor and Cost Great Search Engine Rankings? Maybe Website Traffic? Maybe Most Video Views? LEADS and Inquiries that CONVERT to SALES and NEW BUSINESS!!

16 How Do We Generate Action? All marketing and advertising must drive the prospect/reader to TAKE ACTION AIDA Awareness, Interest, Desire, Action Fulfill a prospect s need Most good internet marketing is promotional driven rather than brand driven Promotional campaigns drive action Don t necessarily have to be discounts Download white paper Free Guide to Better Buy 3 get one free Value added sale / response Create the hook for response, measurement and ultimately conversion

17 How Do We Convert Advertising, Clicks and Web Traffic to Sales Leads and New Business?

18 Custom Landing Pages Biggest mistake YOU are ALL MAKING is to direct your ad campaigns to the home page of your website

19 Landing Pages are CRITICAL to Conversion Success

20 Why the Landing Page? Convert a higher percentage of your visitors into leads Make the process of receiving an offer much simpler for your visitors don t have to search everywhere to find the page they re looking for eliminate any confusion eliminate frustration about not finding the offer less time involved to figure out how to go about the process A landing page with the exact offer and the form they must complete makes it more likely that they will complete your form and convert into a lead

21 What is a Landing Page? A web page that allows you to capture a visitor s information through a lead form A good landing page targets a particular audience traffic from an campaign visitors who click on a pay per click ad trade show promotions Build a unique landing page for every offer/campaign you create You can build landing pages that allow visitors to download your content offers ebooks, whitepapers, webinars, etc. sign up for offers like free trials or demos of your product.

22 Landing Page Tactics Continue the pitch with one option Contact Form Action Phone Call Action No distractions or links to leave the offer 4 point design approach Headline, Graphic, Bullet Pitch, Contact Action Video is becoming very popular and effective

23 Landing Page Tactics Structure the forms with the user in mind so they re not too long or invasive Request only the information you need to follow up After they have filled out your form direct them to a thank you page or send them an auto response Keep them engaged by suggesting other offers they might be interested in or next steps they can take to move closer to sale

24 Improved Measurement Website analytics can determine page views and entry sources Audit CTR summaries by channel Form receipts and phone call tracking determine conversion to action Use A/B testing to find best designs and improve conversion rates

25 How Else Do We Convert Advertising, Clicks and Web Traffic to Sales Leads and New Business?

26 Generate Phone Calls Phone Calls Mean Sales Leads!! 65% of businesses rate Telephone Calls as their Highest Quality Lead Source Research Shows that Phone Calls convert to Sales at up to Five (5x) Times the Rate of Clicks and Drive Higher Dollar Sales and Brand Value (Source: Marchex)

27 Mobile Impact on Phone Calls What happens when a mobile device detects a phone number on a website? Phone Calls Increase! Phone Number Tap to Call Instantly CONNECT!

28 Phone Strategy is MOST IMPORTANT Calls to Ratio = (10 15:1) s get caught in spam filters Forwarded to marketing dept Everyone of us is wasting hard earned marketing dollars by missing calls and transferring to voic ! Better have a good phone answering and lead qualification strategy / program Money will be wasted Business will be lost competition will grow stronger

29 Call Answer Program You are losing business without HUMAN answering Transfer to voic will lose business 70% + hang up Don t transfer unless someone is there to answer Use Caller ID Once answered, qualify quickly and respond even faster Measure Performance Quality and Quantity

30 Call Measurement & Qualifying Where did you hear about us? Doesn t work anymore? Must have accurate measurement systems 40% of DI research indicates inaccurate response Review Standard Qualifying Questions Don t ask too much Set up the next contact

31 100% Accurate Phone Call Monitoring New Call Tracking and Monitoring Analytics Technology is POWERFUL! Understand How Each Specific Advertisement and Marketing Campaign is Performing Where You Should Make Adjustments to Your Marketing Mix and Media Plan Save Huge $$$ Better Phone Quality?

32 Lead Nurturing 50% of leads are qualified but not ready to buy so if you are not nurturing them, you are simply burning money 78% of sales that start with a web inquiry get won by the first company that responds (Source: Hubspot) If you have an automated system in place to do that, it s surprisingly easy and extremely effective follow up series SMS / Text even more engaging (opt in)

34 Generating More Leads with Digital Marketing Bonus Content Time Permitting

35 Pay Per Click? Excellent Targeting / Quick to Market Instant, But Not Permanent Lots of Clicks, Not Always Lots of Calls Competitor Click Drain It s Cheap / It s Expensive Controlled Budget Just When You Start to Do Well Ads Disappear Natural Ranks Last Much Longer and Can be Accomplished for Less $$ Use tracking phone numbers!

36 SEO Search Engine Optimization Natural Search Results Goal is to Rank Highest on 1 st or 2 nd Page Differentiate Again! Over 200 Tactics to Improve Search Rankings Domain name Meta Tags Content File Names Keyword Density, Content Relevance, Number of Site Pages **** Use Social Media to Generate Friendly Links / Link Popularity / Videos / Images

37 Search Results

38 Organic Ranking Visibility Rank 1 100% Rank 2 100% Rank 3 100% Rank 4 85% Rank 5 60% Rank 6 50% Rank 7 50% Rank 8 30% Rank 9 30% Rank 10 20% Side sponsored ad visibility 1 50% 2 40% 3 30% 4 20% 5 10% 6 10% 7 10% 8 10% (shown in a percentage of participants looking at a listing in this location)

39 Eye Tracking Study

40 Increase Your Rankings Updated new content for continued visits Leverage social media Get others to link to your websites Suppliers, Associations, Industry Sites Beware of SEO Firms Use white hat tactics as opposed to spamming tactics Beware of backlink tools and software Use more than one site to compete for ranks

41 Build Multiple Websites What if the first 5 results from a search were all your websites? If one website is good, more than one website is better CTR increases Keyword/market segment specific Geographic keyword specific More specific targeting and relevance Greater link popularity

42 Social Networking & Content Marketing

43 Social Media Revolution Facebook now has over 800 million active users 200 million of those are new in the last year alone Twitter now boasts 200 million active users LinkedIn has 64 million users in North America alone These social platforms also now play a major role in the way that we receive and share news

44 YouTube 2nd largest search engine Traffic exceeds 2 billion views every day Nearly double the prime time audience of all three major networks combined More video is uploaded in every 60 days than all three major networks created in 60 years Over 24 hours of video is uploaded every minute Average person spends 15 minutes a day on YouTube Strong International presence and appeal 70% of YT traffic is outside the US A picture is worth a thousand words

45 YouTube Great tool to get videos on your own website or others Huge SEO capability and impact Keyword Fields Geo Location Tags Rapid Indexing for search Full Tracking Educational, Promotional, Branding, Differentiation Advertising just starting to catch on Very simple You can host your own TV network Subscribers, alerts

46 YouTube Search Results

47 Spray Foam TV Commercial Campaign airings 1,175,937 impressions Campaign 2 36 airings 1,837,185 impressions YouTube 30,000 YouTube views in one year.

48 Twitter Over 200,000 million active users Over 1 billion new tweets every day The number of users increases by over 450,000 every day 1,000,000 registered apps that work with twitter A new one is registered every 1.5 seconds 43% of users follow a brand for special offers and deals

49 Twitter What does this mean to SPF contractors and suppliers? Provide Instant Feeds (Messaging) to your website. Additional Links in Search Engines Fast Communication Tool to Followers

50 Content Marketing Content Marketing Job Profiles, Service Testimonials New Products, Changes in Existing Products Training/Association Credentials Personnel Become the Expert Generates Content Differentiates Rise above competition Digital Camera with Video Capability Smart Phones

51 Online PR Resources Google News & Alerts PR Newswire & 100 s more SPF Industry News Sources Benefits Readership / Pick ups from other sources Links to Website Links in Search Engines / Friendly Links SEO / Backlinks

52 Google News