Published on January 15, 2014
Entrepreneurs and Their Communities Crafting the Message: Effective Online Marketing Glenn Muske – NDSU Connie Hancock - UNL Extension Co-Sponsored by RRDC REGIONAL RURAL DEVELOPMENT CENTERS
Housekeeping Details • If you haven’t already done so, enter your name/email address into the chat box • Session will be recorded • Feel free to type questions/comments at any time
The Starting Point “Build it and they will come” doesn’t work
Examine Your Behavior • What was the last marketing message you saw or heard? • Did you respond? • Why did you respond? • In what media type did you find the message?
Your Marketing Message Must Meet 3 Requirements 1. It gets seen in the jungle – 5000/day or 200 per hour • http://bit.ly/1jqhCBb 2. Message must resonate with the consumer 3. There is a call-to-action
Crafting the Message • Who is the audience • What do they need? What is their headache/problem? • How can you help? It’s not what’s in it for me but what’s in it for them. Think benefits • How do you differ from the competition • Build trust – testimonials, examples, past results,
Some Basics • Marketing is: – Everything you do – Traditional and online – Internal and external – Done by everyone – you, your employees, your customers and your ex-customers – Activities pre, during, and post – SERVICE!
Some Basics: Part 2 • Marketing can: – Sell – Create awareness – Build a brand/identity/trust/relationships – Communicate value/benefits of product/service – Establish yourself in the marketplace – Make connections – Identify who the customer is, what they want and what price they will pay;
Some Basics: Part 3 • Marketing occurs: – Everywhere and anywhere – Among people – And today, a great deal happens online.
Why Online Marketing? • It’s where people are • It influences purchasing behavior – Forrester Research – Buyer today is often 2/3 to 90% of the way through the decision making process before they ever interact with a person – Got there by gathering information online
Your Online Marketing Effort
Online Marketing Keys • Content is king • Distribution is queen • And action trumps them all. – Action rarely happens if the consumer: • Doesn’t know where to go (landing pages) • Isn’t asked to do anything (Call-to-action)
The Marketing Process Evaluation and Start Over Marketing Goals Call to Action Message Landing Page Remember there is nothing that can’t be made better.
Landing Page defined • “…a web page that allows you to capture a visitor’s information through a lead-capture form.” Hubspot
Why landing pages are important • • • • • Generate New Leads Give premium content a home Collect demographic information Understand who is engaged Can be used in multi-channel campaigns http://blog.katapult.co.uk/inbound/inbound-marketing-101-landing-pages-explained/
Good Landing Page Experience – Provides relevant, useful, and original content – Promotes transparency and fostering trustworthiness – Explains your products or services – Makes it easy for customers to navigate your site (including on mobile sites) https://support.google.com/adwords/answer/2404197?hl=en
Elements of a Landing Page • • • • • • • • C = Clear Call to Action O = Offer N = Narrow Focus V = VIA: Very Important Attributes E = Effective Headline R = Resolution – Savvy Layout T = Tidy Visuals S = Social Proof http://blog.kissmetrics.com/c-o-n-v-e-r-t-s/
Write content for the purpose of educating and informing • Offer smaller, bite-sized pieces of your content that can easily digest and easily share • Not entirely unique, but taken from longer pieces that people can opt in or decide to read at their leisure • These can be data points, memorable phrases or action items and will fit nicely for Facebook or Twitter posts http://searchenginewatch.com/article/2320358/5-Ways-to-Have-Killer-Content-in-2014
Perfect Landing Page • Heading – – What they are about to get and why it is important • • • • Bullets Testimonials Call to Action Place for customer to fill in contact information – Less fields to fill in – the better
Improving Your CTA • What do you want customers to do • Create the Hook – What’s in it for me? • Give your customers a reason to act – Provide the sense of urgency • Optimize CTA • Consistent presentation • Test and Measure http://www.socialmediaexaminer.com/how-to-improve-your-social-media-calls-toaction/
Optimizing Call To Action • • • • Consistent presentation Qualify your offer – 100 left Size matters BIG time Placement is key – ”Don’t make me think” – 3 to 5 seconds • Brightly Colored • Whitespace wonders • It’s not what you say – it’s how you say it! http://www.instapage.com/2013/02/20/5-call-to-action-tips/#more-5422
How to get started • Offer something for free – If value is there – the customer will take action Call to Actions Download Buy Find Get Order Purchase Review Shop
Test – Test - Test • Test different online pages • Test how people respond • Test Social Media – Email marketing – Tweet – Facebook page – Blog • Test Traditional marketing
• Content is what people want. • Content is what people share. • Content is what makes buying decisions happen. http://www.copyblogger.com/2014rainmaker/?utm_source=feedblitz&utm_medium=FeedBlitzEmail&utm_content=779131 &utm_campaign=0
Additional resources • http://huskerpreneur.wordpress.com/resourc es/workshop-materials/landing-pages/ • • • • • • http://www.copyblogger.com/2014rainmaker/?utm_source=feedblitz&utm_medium=FeedBlitzEmail&utm_content=7 79131&utm_campaign=0 http://www.instapage.com/2013/02/20/5-call-to-action-tips/#more-5422 http://searchenginewatch.com/article/2320358/5-Ways-to-Have-Killer-Content-in2014 http://blog.kissmetrics.com/c-o-n-v-e-r-t-s/ https://support.google.com/adwords/answer/2404197?hl=en http://blog.katapult.co.uk/inbound/inbound-marketing-101-landing-pagesexplained/
eTailing – Taking Charge of Your Online Presence http://go.unl.edu/etailing
Online Curriculums • Direct Marketing of Specialty Food • Marketing Agritourism Online http://go.unl.edu/direc http://go.unl.edu/agrit tmarketingfood ourism
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Thank You! Mark your calendars 2nd Thursday, 2:00pm ET; 1:00pm CT; 12 pm MT; 11:00 am PT http://connect.extension.iastate.edu/etc-cop – February 13 –Blogging for Food – Jennifer Lewis – The Soup to Nuts Resource for Artisan Food Entrepreneurs – March 13 – Incorporating Video into the Marketing Strategy – Jeremy Doan, Rolling Plains Adventures
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