Strategic Online Marketing Foundation Overview

1. Online Marketing Foundation 2014 Presented by Karen Porter Department of Marketing School of Business Administration The University of Montana

2. 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

3. Websites – An Online “Hub”

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

5. Strategy Decisions Can Be Very Difficult

6. Insights from Target Customers

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

8. Rules of the 4 P’s

9. Delivering What Your Customers Want

10. NOW You Can Think About Specific Marketing Tactics

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

12. Times are Changing Traditional advertising media are losing effectiveness • Directories – print versions go out of date / expensive • Print Pubs– in decline / costs up / shifting readership • Broadcast– fragmentation / zipping / zapping / Hulu • Direct Mail– costly / low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

13. 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

14. 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

15. A Website is EssentialBut 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

16. 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 (SearchEngine Optimization)

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

18. 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 (http://yoursite.com/keyword • Page copy, graphic alt tags, and more • Off-Site Optimization • Links coming into your site from other sites • Social validation / visitor support of site

19. 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)

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

21. 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

22. 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

23. What Does This Mean for Biz? continued • 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

24. Questions?

25. Karen Porter karen.porter@business.umt.edu -or- karen@ImpactOnlineMarketing.com (406) 529-8931