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Use Electronic Marketing to Increase Profits and Decrease Costs

Use Electronic Marketing to Increase Profits and Decrease Costs. Brian Offenberger a/k/a RSS Ray. About Brian Offenberger. Host of Online Marketing with RSS Ray and owner of BizGrowth Search Engine Solutions

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Use Electronic Marketing to Increase Profits and Decrease Costs

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  1. Use Electronic Marketing to Increase Profits and Decrease Costs Brian Offenberger a/k/a RSS Ray

  2. About Brian Offenberger • Host of Online Marketing with RSS Ray and owner of BizGrowth Search Engine Solutions • Certified in search engine marketing, paid search, web analytics, email marketing and online testing

  3. Brian Offenberger

  4. Today’s Discussion Points • Define electronic marketing • Discuss why you should use electronic marketing • Present 3 ways to use electronic marketing for your business • Answer your questions

  5. What Is A Electronic Marketing? Electronic marketing is marketing through the use of a channel that requires a plug or a battery

  6. Radio Television Computer Telephone and cell phone Fax machine Email marketing RSS marketing Electronic messaging Electronic Marketing Channels

  7. Why Electronic Marketing? #1Your customers are here: • Cell phones and telephones • Internet use • iPods and MP3 players

  8. Why Electronic Marketing? #2 You can market to a targeted mass • Traditional Selling vs. Mass Selling • Closing Rate and the Law of Numbers

  9. Why Electronic Marketing #3 You can measure results Internet marketing offers company’s unprecedented results tracking and customer behavior measurements

  10. Why Electronic Marketing #4There is less competition • 71% of adult population online daily (Pew Internet) • 83% + adults under 49 online daily (Pew Internet) • Only 15% of marketing dollars spent online (eMarketer)

  11. Why Electronic Marketing #5You get message to market quickly You can get messages to market to customers at the speed of sound

  12. Electronic Marketing in Your Business • It’s fast, simple, affordable and easy • Your job is marketing and the message, leave the technology to others

  13. Tools You Need • Phone line • Broadband connection • Website • Computer • Fax machine

  14. Tools You Need • Email marketing software • Bridge telephone lines • Webinar software • Recording software • Microphone and/or webcam

  15. Electronic Marketing for SmALL Business • Teleseminars or webinars • Permission based email marketing • Blogging or podcasting

  16. #1-Teleseminars-Selling at the Speed of Sound • Use the telephone as a sales tool to the masses • Effective for business to consumer, business to business and business to government • Telephone is a passive medium…allows for multi-tasking, etc.

  17. Teleseminar-Sell to Prospects • Invite prospects to submit questions and attend FREE teleseminar to answer questions/solve problems/resolve needs---email to your list, joint venture partners, other promotional tactics • Hold teleseminar and record call

  18. Teleseminar Benefits • Prospects get to investigate the product or service in more detail in a non-threatening, anonymous environment • Prospects can participate from anywhere while doing just about anything

  19. Teleseminar Benefits (cont.) • Participants are engaged prospects • You communicate with mass instead of individuals

  20. Teleseminar Example • Customer: Knight Security-Dallas • Goal: Sell Camera Systems • Method: Joint Venture with Irving Chamber of Commerce • Hook: Stop Employee Theft

  21. Teleseminar Example • Action Steps • Chamber emails members • Members register for call • Members attend call • We teach and promote

  22. Teleseminar Example

  23. Teleseminar Benefits • Speak to masses for same amount of time to speak with one person • Can do for internal and external customers • Including web landing pages, total cost per participant is $2.17 • Can record call and repurpose content • Generate leads and add to prospect names list

  24. Teleseminar Applications • Internal company communications • Vendor communications • Sales to prospects • Teach customers how to use (consume) products

  25. Questions About Teleseminars Find our example online at: http://www.KnightSecurity.com/etwebinar

  26. #2-Permission Based Email Marketing “The marketing of products or services or information to people who have given you permission to interact with them via email”

  27. Email Marketing Facts Email Rules ROI (Source: Direct Marketing Association Power of Direct report October 2006) >Email $1 spent returns $51.47 >Catalogs return $7.20 >Other internet marketing returns $21.08

  28. Why Use Email(Source: Datran Media, February 2007) • Drive incremental revenue 55.3% • Reinforce brand position 19.1% • Improve customer loyalty 10.6% • Reactivate customers 8.5% • Drive more frequent purchase 6.4%

  29. Sell More Announce new products Announce new services Seasonal greetings Introduce new policies Promote business accomplishments Use Email To…

  30. Measurable Performance • Deliverability • Open rates • Click through rates • Sales

  31. Customers Use Email(Source: eMarketer) • 88% of Americans have an email account • 91% of those with email use it daily

  32. Customers Like Email • DoubleClick survey of customer preferences: • Permission based email 75% • Sales call 51% • Direct mail 25% • Telemarketing 0%

  33. Get Started With Email Marketing • Learn about email marketing www.ConstantContact.com/learning-center www.EmailLabs.com • Set goals and objectives • Determine/segment your audience

  34. Get Started With Email Marketing • Collect names at all customer contact points, including website • Work with someone or do it yourself • Determine your content, including subject lines • Get started!

  35. Automated Sequential Marketing • Automated email messaging in a sequential fashion to accomplish business objectives • Resource www.aWeber.com

  36. #3-Blogging, Podcastingand Videocasting • Blog is a frequent, chronological publication of text, audio or video and web links • Podcast is a digital media file or files distributed over the internet for playback on portable media players and personal computers

  37. Videocasting A videocast is the same as a podcast except with video

  38. Why Use Them In Your Marketing? • More people will find your business-multi-channel marketing • More content for search engine rankings-Google’s universal search

  39. Why Use Them In Your Marketing? • More convenience for your audience • Lower costs to produce than radio or television commercials • Creates content that attracts links

  40. Get Started • Decide what you want to accomplish • Select your medium with which to get started • Select your tools and resources • Determine your messaging • Syndicate your content • Submit your content for indexing • Measure your results

  41. Free Tools • Blogging: • www.WordPress.org • Recording Software: • www.Audacity.Sourceforge.net

  42. Summary • Electronic marketing generates high ROI • Lower costs of lead acquisition and sales • Measure for maximum results • Incredible speed to market

  43. Questions

  44. Contact Brian Offenberger Bizgrowth Search Engine Solutions www.BizGrowthSeo.com Brian@BizGrowthSeo.com 602-412-3168

  45. Online Marketing Radio Show Online Marketing with RSS Ray Live Wednesday at 1pm EST www.wsRadio.com Podcast Feed: http://www.wsradio.com/podcasts/107.xml

  46. Thank You Have a great experience at SEMA 2007!

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