Printapalooza: Part 2: Online Marketing, Social Media, and Mobile - What Printers Need to Know

It’s Time to Grow Your Business
John Foley, Jr.

John Foley, Jr.| Grow Socially 2012

Intro: John Foley, Jr.

• Grow Socially, Inc. – Support
Services I love Mar(H)keting!
– Online Marketing/Social Media
– Plan, Manage, Execute and Measure

• interlinkONE – Software (SAAS)
– Enterprise Marketing Management
Software
– Plan, build, manage, execute and
measure all marketing activities


Keep Your Phone On!

• Feel free to
Tweet, Post, Update, Email, take
notes, photos, and more!

@JohnFoleyJr


Accolades

• Jetsetter Status on FourSquare

• Ranked #12 as a Top CMO on Twitter in 2012

• 2nd runner up for this year’s B2B Twitterer of the Year
Award for the B2B “Boss Tweet” Personality Category

• One of the 50 most influential people in Sales Lead
Management by Sales Lead Management Association in
2012

• NAPL Soderstrom Society

• MFSA - Luke Kaiser Education Award


The Book

 Strategies, Plans, Case
Studies Campaign Ideas, and
More.

 A guide to help you grow
your business!

NewPathToProfit.com


Today’s Overview

• Using Social Media to Grow Your Business

• SEO: Help People Find Your Website

• Mobile: What You Need to Know and Do!


Key Takeaways from Yesterday
 Soul Search

 Business Plan Review

 Marketing/Sales Plan

 Find the Right Resources

 Self Promotion

Using Social Media to Grow
Your Business


Why Should We Care About Online Marketing?

Because it can help our business grow!


Social Media Statistics

850 Million Users on Facebook

250 Million Tweets Sent Per Day
60+ Hours of Video Uploaded
every minute
90 million users in 6 months
18 million users… and it’s addictive!
NOTE: As of April 2012


However, don’t forget this…

► Social Media is really part of something
much bigger...

…Your overall marketing efforts!

► Specifically, inbound marketing.


What is Inbound Marketing?

“Inbound marketing is
a marketing strategy that focuses
on attracting prospective
customers by offering useful
information.”
http://en.wikipedia.org/wiki/Inbound_marketing


Content: Essential to Inbound Marketing

Source: http://mashable.com/2011/10/30/inbound-outbound-marketing/


Get Noticed Optimize / Social Friendly
eNewsletter Sign-Ups
White Papers
Offers
Emails
Polls
Blogs
Landing Pages Inquiries
Engage
and
Nurture
Qualified and
Budgeted

Start with MKTG Engage
Plan and
Integrated Multi-Channel Marketing Buyers Nurture
Action – Publish – Engage – Converse – Share Product?
Social Media Blogging Analytics Service?
Content Mgmt SEO Asset?

$
It’s Time to Grow Your Business Questions or Comments?
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
2012 Phone 1.800.948.0113
John Foley, Jr.| Grow Socially 2012 Email Support@GrowSocially.com

Inbound Goal: Drive INQUIRIES!


Why Should YOU Use Inbound Tactics?

 It works!

 Increase Awareness & Drive Inquiries

 Reach More Customers & Prospects

 Sell more things!


Results --- See Below

650

275


Results: Thousands of Inquiries


Results: Prospects Raising Their Hand!


CASE STUDIES FOR INSPIRATION


Can Inbound Marketing and
Social Media Actually Help
Service Providers?
Let’s look at some Examples!


H & H Graphics Group

► Lancaster, PA

► Provides mailing, fulfillment, print… and
multi-channel marketing services!


Facebook
Humanizing their brand

Custom Background…
with Value Statements

Engaging with
Customers, Vendors,
Prospects


Videos That Tell Their Story


CustomXM

► Little Rock, Arkansas
► Paul Strack - @Pstrack


Website: Engaging & Social


CustomXM’s Tips for Twitter


Social Media Creates Chatter


Best Practices for Twitter

► Actively participate & engage

► Share a variety of information!

► Be a thought leader, be yourself, show the
human side of your business

► Review efforts & measure results


Printing Center USA

► Primarily an online printer
► Located in Montana
► Quite active on social media


Twitter Activity is High!


Variety of Content in Tweets


Online Video


Email & Social Integrated


What do they have in common?

► They have a strategy and a plan!

► They produce a lot of content.

► Social media is integrated across multiple
channels.

► They are committed! Time and energy.
But it pays off!


HOW YOU CAN FIND
SOCIAL MEDIA SUCCESS


Steps to Social Media Success

► Create a Strategy (PLAN)

► EXECUTE
Remember
Execution
TRUMPS
► Measure Strategy


Plan! Strategy before Tactics!
 Step 1: Describe the Business, Service, Solution
 Step 2: Business, Service, Solution Goal
 Step 3: Where Is the Audience Cyclically?
 Step 4: How Does the Audience Use Social Media?
 Step 5: The One Thing
 Step 6: How Will You Humanize the Brand
 Step 7: Content Resource and Distribution Strategy
 Step 8: How Will You Measure Success?


Align Tactics with Goals
Tactic Goal Key Steps
Facebook Fan page Increase awareness Post once a day;
of services, generate Custom Tab for demo
leads registration
Twitter company Become a thought Post multiple times
page leader, provide daily; share
support marketing-related
news; active listening
YouTube Profile Humanize brand; Film weekly video of
create demand employee(s); create
screencasts of
customer successes
Pinterest? Drive website traffic! Create boards to
highlight portfolio
work


How to Measure Success?

► Site Traffic
► Downloads
► eNewsletter Sign-Ups
► Blog Comments
► Questions
► Shared Links
► Re-Tweets
► Followers
► Who’s talking about you and how
► Show me the money


Tools for Measuring Effectiveness

 Link Shorteners
 iLink.Me
 TinyURL.com
 Google Analytics
 Website
 Insights
 LinkedIn, Facebook, Twitter, YouTube


Here’s How Social Media Can Help YOU

► Build Awareness and Thought-Leadership

► Generate Inquiries and Qualified Leads

► Create Happy Customers


Build Awareness and Thought-Leadership

► Share relevant and helpful information.

► Have consistent branding across networks.

► Don’t just post your own news – engage!


Generating Inquiries and Leads

► How?
► Strategy and Planning

► Build, manage, execute, and measure campaigns

► Have an integrated, multi-channel mind-set


Generating Inquiries and Leads
COMPANY
WEBSITE
Social Whitepapers,
Media eBooks
3500 Downloads
Visitors
SEO eNewsletter
Sign-Ups
DM/Flyer 2000
Visitors Comments &
Questions on
CRM
E-mail
Blog
800
Links Visitors Info/Inquiries

Other 100 Webinar
Visitors Sign-Ups

Creating Happy Customers with Social Media

► How?
► Reward Your Socially-Engaged Fans

► Be an Active Listener!

► Share Content That is Relevant to Them


Getting Started… or Moving Forward

► What Social Networks Should You Be On?

► Being Ready for What’s Next

► Best Practices for Social Media Campaigns


Very Important: Know Your Audience

► Who Are They?

► Where Are They
Cyclically?

► How Do They Use
Social Media?

► What Networks Are
They On?

Markets to Target

► Groups that are very active on social media:
► Realtors / Real Estate Agents
► Non-Profits
► Consultants
► Marketing Directors (B-to-B and B-to-C)

► Groups like these and more need print help too!


Getting Your Sales Reps on Board

► Set the Example – If they see you
participating, they’ll know it’s important!

► Provide training:
Webinars, Consultants, Seminars, and
more.

► Work with Marketing to create campaigns
that generate leads from social media.


What’s Next? Cause it Changes Fast!

► Okay, yes. My boys won
the Massachusetts
State Hockey
Championship!

► Them, and a whole lot
of friends recently
jumped from Facebook
to Twitter!


Being Ready for What’s Next

► Don’t forget fundamentals – PLAN!

► Always be measuring your efforts

► Resources to Stay Ahead of the Game


Be Committed

► Social Media often
requires daily
attention

► Prioritize: RELEVANT
Content
creation, listening, &
engaging!

► Measure & Adjust

3 Action Items

► Social Media: Strategize, Plan, and Align Tactics with
Goals

► Increase commitment to promoting yourself!

► Devote time to creating content, sharing, and
measuring its effectiveness.


SEO: Help People
Find Your Website


By the Numbers: Google

• 34,000 searches per second
• 2 million per minute
• 121 million per hour
• 3 billion per day
• 88 billion per month
Source: http://searchengineland.com


SEO Best Practices

• Keyword Usage
• Content Rules!
• Inbound Links
• Mobile


Keyword Usage

• Build a well-researched list of keywords
• Incorporate in your content:
– Page Titles (H1, H2 tags)
– Website copy
– Meta description
– Image Names (Alt tags)
• Use throughout all content distribution


Content Rules!

• Google rewards fresh content --- update your
website regularly!

• Create & provide content that
informs, helps, and interests your audience!

• Best way to do this: start blogging.


Inbound Links

• You want: inbound links from high-authority
sites (trusted, popular, PR, etc.) with relevant
content.

• How do you get them?
– Create share-worthy & timely content!
– Ask! Link-exchange
– Increase PR strategy and efforts


Mobile

• Smartphone ownership and
mobile web viewing continues
to rise!

• Google is rewarding sites that
have mobile websites in its
AdWords program


Items to Avoid

• Buying Links

• Over-using/forcing keywords –
content should sound natural

• Adding so much content that
your page load-times suffer.


Don’t Forget!

• Getting found is only half the
battle….

… Optimize your landing pages
and product/services pages to
drive people down the sales
funnel!


Mobile: What You Need to
Know and Do!


State of the Mobile World


Smartphone Adoption

50% Smartphone Adoption


We Are Addicted.


Mobile Internet Usage

Source: Morgan Stanley


What Does it All Mean?

Mobile is Changing the Game…
Are you keeping up?


Steps for Mobile Success

• QR Codes: The Keys to Success

• Mobile Websites: Build and
Engage

• Strategies for Selling Mobile
Solutions


QR Codes:
The Keys to Success


Best Practice: Think of the User!


Best Practice: Shorten the URL


Best Practice: Provide Incentive


Best Practice: Mobilize!


Best Practice: Track & Measure


Where are people scanning

Source of Scanned QR Code* June 2011
Source: comScore MobiLens
QR Code Audience (000) % of QR Code Audience**

Total Audience: Scanned QR 14,452 100.0%
code with mobile phone
Printed magazine or newspaper 7,138 49.4%

Product packaging 5,101 35.3%
Website on PC 3,957 27.4%
Poster or flyer or kiosk 3,393 23.5%

Business card or brochure 1,940 13.4%

Storefront 1,850 12.8%
TV 1,693 11.7%


Example: Registration via Direct Mail


Case Study: CustomXM

31% accessed
landing page via
QR Code.

24% of the
submissions
came via the QR
code.

QR Codes Make Gardens Grow


QR Codes to User Reviews


QR Codes for Customer Feedback


What’s Next: NFC


What’s Next: NFC

http://www.youtube.c
om/watch?v=EdyIP7yq
WJY&list=UUbPoxbWx
Jp9z0mi8an3a3jw&ind
ex=6&feature=plcp


Mobile Websites:
Build and Engage


Think About Your* Website

* Or your customer’s website!


But on a smartphone…

= Source: http://www.flickr.com/photos/23844524@N03/5002051362/


Options for Building a Mobile Website

• Web programming

• Plugins

• Partner with a service provider

• Use a “mobile website builder” application

Photo Credit: http://www.flickr.com/photos/21460573@N08/6490155575/


Mobile Website Goals

• Optimized To Fit

• Easy to Read

• Easy to Interact With

• But Still Relevant
And Useful!


Best Practice #1

• Know the Difference:
Mobile-Ready vs. Mobile Optimized

Mobile-Ready:
– Responsive design
– All content & links displayed
on both versions of site

Photo Credit: http://baymard.com/blog/trying-out-responsive-design

Better Option: Mobile-Optimized

• Build a dedicated site
for the mobile
audience.

• Treat the needs of the
“on-the-go” user
differently than those
of a desktop/laptop
browser.


Best Practice #2

• Analyze Your Audience’s Needs – and Your Goals!

Photo Credit: http://www.caxiamgroup.com/blog/approach/user-personas-a-must-have-in-web-design/


Best Practice #3

• Content: Prioritize and Simplify

Photo Credit: http://www.flickr.com/photos/nicmcphee/


Best Practice #4

• Include Simplified Forms to Generate Leads


Bonus Tip

• Provide Links to Your
Desktop Website

– Comfort with traditional view
– Searching for in-depth info


Bonus Tip: Mobile & Email Are Growing!

• Test your emails on mobile
devices – for you and
clients!

• Test if the links/pages are
mobile-optimized too

Source: http://winfographics.com/post/22219297594/email-in-motion-mobile-is-leading-the-email-revolution


Strategies for Selling
Mobile Solutions


How Do You Make $ on QR Codes?

 Custom QR Code Design

 Mobile Website Creation

 Build a Database!

 Reporting, Analyzing, Strategy

 Put it in a Campaign!

Before You Start Selling…

• Is your website mobile-
optimized?

• Smartphones for demos

• Understand limitations &
advantages.

• Add “mobile marketing” to
your business strategy and
marketing plans!


How you can promote your mobile services

• On your website

• On your social networks

• QR Codes on print

• Email efforts

• Webinar Credit: http://www.flickr.com/photos/63299638@N00/2847937438/


Sales Opportunity #1

• QR Codes need mobile
sites! There are plenty
without.



• Any printed piece with
a URL that may reach
the growing mobile
audience.



• Any customer that
has a website that is
not mobile-
optimized.



• Shelf-Talkers
& Table Tents


Final Thoughts on Mobile

• Mobile is not just hot, it’s here to
stay.

• No matter what response channel
we use, best practices still apply.

• There is money to be made in mobile
today.

Final Takeaways
and Q & A


Final Takeaways

• Set
• Plan, Plan, Plan Expectations

• Get Marketing Expertise • Constantly
on Staff Review

• Self
• Get Close with Promote
Customers
• Measure

The Book

 Strategies, Plans, Case
Studies Campaign
Ideas, and More.

 A guide to help you
grow your business!

NewPathToProfit.com


Q & A / Contact Me!:

http://ilink.me/JR


Learn More

► http://interlinkONE.com

► http://GrowSocially.com

► http://QReateAndTrack.com

► http://iFlyMobi.com


Printapalooza: Part 2: Online Marketing, Social Media, and Mobile - What Printers Need to Know

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