turn online marketing strategies into new business
TRANSCRIPT
Turn Online Marketing Strategies into New Business
Josh Braaten
4/28/2011 Copyright Rasmussen, Inc. 2010. Proprietary and Confidential. 2
Who is Josh Braaten?
Online Marketing Manager,Rasmussen College
Owner & Blogger,Big Picture Web
Extremely Frustrated,Vikings Fan
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Small Businesses Face Challenges
• Sales
• Repeat Sales
• Receiving Referrals
• Allocating ad budgets
• Developing a marketing plan
• Executing your plan
• And much more!
Objectives
• Examine the fall of traditional media and the new business currencies that drove its decline
• Define “Inbound Marketing” and understand the core principles behind it
• Learn how to use Internet marketing to drive new business
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The Decline of Traditional Media
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Source: Ad Age – http://bit.ly/hXwvFF
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The End of the Reign of Old Media
The New Media Currencies
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Attention
Trust
Permission
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Attention
Trust
4/28/2011 Copyright Rasmussen, Inc. 2010. Proprietary and Confidential. 9Source: Edelman Trust Barometer - http://bit.ly/i8Ac3z
Permission
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The Rise of Inbound Marketing
4/28/2011 Copyright Rasmussen, Inc. 2010. Proprietary and Confidential. 11Source: Out & About Marketing – http://bit.ly/hEoOvL
What is Inbound Marketing?
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Inbound Marketing: Earning new customers by gaining attention, trust and permission before the sale through the creation and sharing of engaging, entertaining and/or educational content.
Graphic Source: SEOmoz - http://bit.ly/gM7OGb
Inbound Marketing Nicknames
• Online Marketing
• Internet Marketing
• New Media Marketing
• Content Marketing
• Social Media Marketing
• Search Engine Marketing
• Viral Marketing4/28/2011 Copyright Rasmussen, Inc. 2010. Proprietary and Confidential. 13
Everything You Need to Know
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The Principles of Inbound Marketing
The Principles of Inbound Marketing
Identify – Find your online audience
Listen – Understand how you can help
Create – Publish what you know
Share – Share content to solve problems
Measure – Fine tune your progress
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• Who is your ideal customer?
• Search for resources, influencers and communities where your customers gather
Identify Your Audience
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• Be quiet and listen
• Understand what your customers need
Listen to Your Audience
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• Publish to educate, engage and entertain
• Publish content to build inbound equity
Create Content Your Audience Loves
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• Solving problems through sharing
• Building relationships through solving problems
Share Content with Your Audience
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• Online media is measurable
• Identify and work towards goals
Measure Your Efforts
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The Principles of Inbound Marketing
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Inbound Marketing Tactics
Graphic Source: SEOmoz - http://bit.ly/gM7OGb
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Social Media
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Sources: SEOmoz – http://bit.ly/gM7OGb; Media Bistro - http://bit.ly/ggiCas
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Search Engines
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Blogging
Inbound Marketing Yields Customers
4/28/2011 Copyright Rasmussen, Inc. 2010. Proprietary and Confidential. 29Source: Hubspot – http://bit.ly/fxzOLd
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Inbound Marketing Yields Customers
Source: Hubspot – http://bit.ly/fxzOLd
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Videos
YouTube
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35 Hrs of Video Uploaded Each Minute
Two Billion Daily Video Views
YouTube staff to grow 30% in 2011
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Web Analytics
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• News/Press Releases
• White Papers/eBooks
• Audio and Podcasts
Other Inbound Marketing Channels
• Forums
• Webinars
• Infographics
• And More!
Inbound Marketing in Action
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Search social networks and the web for your audience and their needs
Monitor social conversations to determine content needs of your audience
Create optimized text, images, audio and video to solve problems
Share content with audience & influencers via blog and social networks
Measure impact of social media and blog content on business goals
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Inbound Marketing Visualized
Your Website
Your Blog
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Small Businesses Slow to Start
Source: Marketing Charts – http://bit.ly/fkC9Iu ; Formstack – http://bit.ly/hUzeed
Small Business Reasons for Hesitance
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Source: Marketing Charts – http://bit.ly/fkC9Iu ; Formstack – http://bit.ly/hUzeed
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The Relative Costs of Marketing
Source: Hubspot – http://bit.ly/fxzOLd
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The Relative Costs of Marketing
Source: Hubspot – http://bit.ly/fxzOLd
Wine Library TV Changed the World
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Gary Vaynerchuk, founderhttp://tv.winelibrary.com
Small Business Boosted by Inbound
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“Social media helped consultant Deborah Dolan, owner of Senior Life Transitions, more than double her business last year.
The key was using social media to establish herself as a credible resource -- a social authority -- onaging issues, through a blog, a new Advocate on Aging podcast and other social and search marketing efforts.”
Source: Star Tribune -http://bit.ly/dR09bP
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Additional Resources
Facebook.com/RasmussenWausau
BigPictureWeb.com@JLBraaten
Rasmussen.edu/student-life/online-community/
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Internet Marketing Education
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Small Businesses: The Time is Now