The Evolution of Marketing: You Need a Megaphone, a Measuring Cup, and a Magnet

Page 1


@sonnyg





Who was in business

16

years ago?


Who was in business

7

years ago?


Who was in business

4 years ago?


Who was in business

3 years ago?


Marketing has evolved



OUTBOUND ‐ ‐ ‐ ‐ ‐ ‐

Advertising Listings Emails PR Events Collateral

INBOUND ‐ ‐ ‐ ‐ ‐ ‐

Website Blog SEO Social Media Video Reviews


MEGAPHONE

MAGNET



1

ADVERTISING


Align spending to where audience spends time

Source: Internet Trends 2014, Kleiner Perkins Caufield & Byers


Make sure you target engaged couples


Leverage channels that focus on local biz


2


Have a quarterly PR plan across local outlets



3


Create Consistency across the emails you send


Make your message Personalized and Relevant


What % of our emails to engaged couples are opened on mobile?


Cut down info & images, 1 column, 1 action


4


Get potential customers to slow down


If you’re going to do it, make the investment


Don’t be afraid to ask for a commitment


5

COLLATERAL


Create consistent ‘look & feel’ across elements


Pass the branding test by removing your logo


You need to be seen often



1


Focus on conversion rates from your website


Number of contact forms completed Number of visitors to my contact form


Optimize with heat mapping & A/B testing Crazy Egg

Optimizely



81% leave sites with a bad mobile experience


Mobilize your website today


2


Creating regular blog content drives success

Source: Hubspot, Lead Generation Lessons


Blog about the Journey and your Expertise


Use your blog as the hub of your content


Submit content at RealWeds.com


3


Source: Marketing Sherpa



Keywords are the most important SEO item


Include ‘wedding’, category and location




The best links are relevant, direct and one‐way


Improve search engine rankings


4


What’s the value of a Steinway Grand Piano?


1.3 billion 55‐64 80%


Provide the pearls, not the oysters of content


Positive vibes take your messages further


Social media is influencing SEO results


Don’t just play the game…hit home runs CORE

GROWTH

EMERGING


Capture leads from facebook


Manage social media with ease


5


What is the #1 network to reach 18‐34 year old viewers in the U.S.?


Google has intertwined G+ with YouTube


Turn your photos into short videos


6


% of engaged couples who use online reviews to select their vendors?



The Goal: 1 review a month



The easiest way to get reviews



1


Understand the trends for your biz


Track the basic metrics each week


Know the sources of your traffic


Identify the location of your visitors



Find opportunities and issues quickly


Know your top indexing pages & links


Quickly explore Google bot activity


2


Know your FB reach & demographics


Identify which posts are working best


Just launched analytics.twitter.com


3


See the clicks for your business


The 3 M’s to Marketing


Marketing tools change…

the job stays the same



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