Internet Marketing- It's Still Marketing

Part 1: 5 Steps to Harnessing the Dynamic Power of Internet Marketing

 

Step 1- Internet Marketing Research

"A Dream is Just a Dream. A Goal is a Dream With a Plan and a Deadline " ~Harvey Mackay

Learn everything you can about the landscape you need to navigate.

Seems so blah doesn't it? Research- oooh how exciting. Not.

But it really is a critical first step, and being a closet science geek- I think research is really more like a CSI episode. Or like a cowboy deciding his route through the landscape.

I will even go so far as to say research is sexy, like detective work to find the killer and save the day.

And with so much information available to us on the Internet, the opportunities are endless.

Which is really the problem isn't it? There is too much information! How do you not become buried and overwhelmed?  Like with all new ventures, have a purpose and a process.

Purpose(s) of Internet Marketing Research

• See Your Business and Industry Through Your Customer's Eyes. Your customer's are not experts, so don't assume they know what you know. That is why they are looking to you.
• Understand Your Customer's Buying Modes and Motivations. Your customers really don't care how great you say you are. They do care about solving their problem, in their time frame and finding information easily.
• Differentiate from Your Competition. More than just the next guy who does what you do,but what other options do your customers have other than you to solve their problem? (Remember, doing nothing is always an option, so you will always have competition.)

• Develop Relevant Content. Recent surveys found that buyers only find relevant content 42% of the time. A lack of relevant content reduces your

  chance of closing the sale by 45%. When you understand your customer's perspectives, it is that much easier to develop a relevant and compelling content strategy and schedule.

A Process for Internet Marketing Research

• Business Uncovery. Based on the Johari Window of disclosure, business uncovery is a process that 'uncovers' what information you and your customers know about each other, or don't know about each other. This will change over time as your customer relationship is established.
• Business Topology. I first heard this coined by the Bryan & Jeffrey Eisenberg, two really smart guys. Business topology is just what it sounds like, the landscape. This includes your competitor analysis, your perceived business value, and other similar business models.
• Key Word Analysis. I know, it seems like I am beating that same drum over and over. And I will continue to do so until people stop typing their questions and needs into a search engine. Not likely to happen anytime soon. So use their key words, not your office lingo. 

Keep the Internet Manageable. Give Yourself a Research Deadline.

This part is totally up to you. Personally I limit research to a set number of sites, keywords, and/or key personnel.  You might want to set a timeline, or actual date. The goal here is to not to allow yourself to be overwhelmed with the volume of information, but keep in mind your purpose for researching. If what you are looking at does not suit the purpose, move on. Want to learn more about how to effectively incorporate this process into your internet marketing? Download the 5 Step Process Presentation to learn more.

 

Using Inbound Marketing to Market Smarter Online - Part I

 

The term "inbound marketing" is the process of attracting prospects to your company.  In relation to today's technology this means using the search engines and social media to drive traffic to your website. 

Examples of inbound marketing:

• Search Engine Optimization
• Social Media
• Blogging
• Email marketing - opt in lists
• PPC

The comparison is ‘outbound marketing' which is the process of pushing your message to consumers.

Examples of outbound marketing:

• Trade Shows
• Telemarketing
• Direct mail

Hubspot recently conducted a report on The State of Inbound Marketing. The purpose of the report was to understand the current usage and results of inbound marketing to help business owners and marketers. Three of the key findings were:

1. Organizations using Inbound marketing strategies to generate leads, have a 60% lower cost per lead than organizations who use traditional outbound marketing strategies to generate leads.
2. Social Media and Blogs Are the Most Rapidly Expanding Category in the Overall Marketing Budget
3. Businesses Are Generating Real Customers With Social Media and blogs

In my next blog I'm going to summarize the findings and simplify what business owners and marketers need to be doing to generate more leads and reduce their cost per lead. To make sure you don't miss out subscribe to this blog today!

This was a guest post from Stacie Chalmers an Inbound Marketing Consultant and HubSpot partner. She has been involved with marketing since the dinosaur and has graduated from the Inbound Marketing University as a Certified Inbound Marketer. You can read her blogs at Stacie's Inbound Marketing Blog.  Originally from Australia, Stacie spent 2 years living in Maine before recently moving to the warmer climate of Florida. However she still maintains her support for Red Sox, Patriots and Bruins !

 

The key to (successful) marketing in a recession.

 

It seems that everyone is talking about investing more in marketing during a recession. Since early 2008, leading bloggers and organizations have been telling businesses that they should be spending more on marketing in a recession. On the surface, these seems like sound advice when you look at some of the obvious factors.

Obvious factor #1: The competition is cutting back- it's a great time to gain market share.

Obvious factor #2: Customers are shopping around, they are more willing to switch.

Obvious factor #3: With a recession, costs decrease- including advertising costs. You get more for your advertising dollar.

All pretty simple and sound advice, unfortunately not everyone sees the obvious logic and still operates out of fear. Not so much fear to spend money as they are afraid that they will not get it back. And they are not entirely wrong.

Why? Because it is not enough to spend the money and advertise more. Companies that are truly successful with their marketing in a down economy have one thing in common.

In March 2008, the Harvard Business School Online listed 8 factors that companies should keep in mind when planning their marketing. The first one? Customer research.

Likewise, with a post in February 2008 BNET talked about whether or not companies should increase their marketing during a recession. The final word? Those who are ultimately successful are those that operate from customer intelligence.

See the common thread here? The key to successful marketing during a recession is to understand the changing needs of your customers. Companies who are focused on the customer mindset understand what to say to them in a recession because they know and understand what their customers are most concerned about. It is not about spending more, it is about understanding your customer more and building a brand of value. (And by the way, value does not mean lowest price- but we will save that for our next blog post- stay tuned...)

Here is another hint- this is not just relative in a recession (it is just even more important!).

It is too late to start? No, it is never to late to improve your brand and empathize with your customer. But if you want to be in a position for growth, then start  investing now. Right now. And don't stop there. The internet offers companies new opportunities to build their brands and interact with their customers. Internet marketing takes the guesswork out marketing with analytics and new mediums like social media. Realizing return on investment is not hit or miss.

How will you build your brand in the coming age of growth? Will you ride the wave or drown in it?

 

Don't suck. Simple but hard.

 

So a recent call with one of my favorite clients (they know who they are)- prompted a discussion of the changes in marketing with the advent of SEM and social media. Lisa, you put it brilliantly when you said it still comes down to a simple concept-

Don't suck.

In other words, make sure your marketing, whether it is social media or the design and structure of your website- matches the experience your customers have with you. Talk the talk, AND walk the walk.

Lets use this Dunkin Donuts I was sitting in last week. With the heat wave here in the Maine (about time!) some very smart marketing person at Dunkin decided to advertise heavily on the local radio stations and promote their iced drinks. Employees even have orange shirts proclaiming they have the cure for the heat. Nice touch.

Unfortunately, they dropped the ball when it came to customer service. At 10am when the heat is starting to pick up, they don't have the staff on hand to easily handle the boost. People are 5 deep in line and 8 deep in the drive through. As I sit in the half full dining room a retired couple sits to my left and comments on the poor service and how companies just do not know how to treat customers any more.

I couldn't help it. I tried, I really did.  But I had to say it.

I turned to the couple with a laugh and said- they only thing worse is that they spent a lot of money advertising to get people in here.

What is even worse- marketing was on the ball. But sales, service, they pulled a Manny. (insert Red Sox joke here).

Another lesson to learn from this? Know your audience, better yet- predict their wants, needs, likes and dislikes. Delight them with marketing that is on the ball and sales that match it.

An even better lesson to learn? Don't put your business into silos where the left hand doesn't know what the right is doing. This is an age where businesses have to be transparent because their online customers demand it. Make sure your teams are communicating and working together.

Simple, but hard.