1. Using Technology to
Reach Your Prospects
PCMA
January 9 2012
9,

2. The “Curse of Choices”
• Until the 1990s, there were
limited marketing
communication channels
• Especially for B2B
marketing
• N
Now th
there are so many
channels, many don’t know
what the best options are

3. First Things First: Identify Your Goals
• Reach potential new customers?
• Inform current customers about additional
products and services you provide?
d t d i id ?
• Build a database?
• Connect with partners & referral sources?
• Provide customer service?

4. Create a Strategy
• Technology is a tactical tool,
not a strategy
t t t
• “We have a Facebook page,
but nobody’s “liking” us”
nobody s liking us

5. Integration is Key
• Match the overall marketing plan
– consistent message
• Cross platform integration
Cross-platform
– Add icons to your website and all communications
“Find us on Facebook” and “Like Us
Find Facebook Like Us”

6. Be Human & Authentic
• Avoid tech-speak, industry-speak, and
“pitches”. Use music videos & pictures
pitches music,
• Not: “ABC Company celebrated our 10th
anniversary”
y
• But: “Check out the pics from
Check
our anniversary party”

7. Dole Keeps it Personal With Photos from
Customer Appreciation Event
pp

8. Example: Dole YouTube Video
• Many people love
y
cooking shows
and learning new
recipes
• This is a perfect
way for Dole to
show off food
products

9. … And Cross Platform

10. Use the Right Social Media Platforms
• Example: LinkedIn vs. Facebook
• Oreo – it doesn t matter who the
doesn’t
person behind the social media
voice is
• For salespeople or building
customer relationships, use
p ,
individual pages

11. SEO – a MUST
• Make sure your site is
optimized f
ti i d for
keywords
– you select keywords
that cause your ad to
be displayed when
prospective customers
search certain t
h t i terms

12. SEO
Improves the visibility of
your site organically
(not through paid
advertisements).
advertisements) It can
be free, but requires
effort to:
to
– learn search terms your
prospects search for and
then use them in your
website so your site comes
y
up first when they search
– Wordstream.com

13. Fish Where the Fish are Biting
• You can also advertise within web pages
– News sites
– Facebook and other social media sites
– Blogs where your prospects hang out

14. SEO
– Involves making your website easy for
Google bots to crawl with proper html
tags
– Involves constantly updating your
website with new and relevant info
– Involves linking other information such
as blog and social media to website
– Your I.T. support group can help with
SEO, or you can enlist a professional
SEO company

15. Your Site Must Be Mobile-Ready
• Internet searches using iPads
and smart phones exceeded
computer searches for the 1st
time in 2011
• Make sure you have a mobile
site customized t fit those
it t i d to th
sizes, or at least a site not
wholly dependent upon Flash
y p p
• Check to make sure there are
no broken links

16. Social Media Tips
• Offer unique or interesting
incentives to generate viral
exposure
• Offer time-limited promotions
or sweepstakes to drive
interest
i t t
• Social media is a
conversation. Be sure you’re
not doing all the talking. Listen
g g
and ask questions. And let the
community respond first.

17. Example: Werner Electric Supply Sweepstakes

18. Make Press Releases More Viral
• PitchEngine – free for 30 days
• PRWeb – priced pe p ess release
eb p ced per press e ease

19. Example: Social Media Press Release

20. Blogging
• Why a business blog?
– Drives prospects to y
p p your
website and social media
– Establishes you business
and lets you speak
directly to your customers
y y
– Provides additional
support to customers,
pp ,
creates a community and
allows you to promote
yourself

21. Blogging

22. Do You HARO?
“Help a Reporter Out”

24. Referral Marketing
• Seen as more genuine than traditional marketing
• You incentivize conversation about your business by
providing offers for new customers and compensating
direct leads from current customers
• There are software providers who can help create a
customized referral program for you.

25. Email Marketing
• Seems old school, but…
• More customers are
connected to brands via
t dt b d i
email than social
•
• Email marketing is easy to
track to measure return on
investment

26. Email Marketing
• Gather subscribers through
events and promotions, but
allow them to opt out
• Focus on content—you must
have something interesting to
say. Sh t E
Short E-newsletters are
l tt
a great way to interest
subscribers
• Tell stories—help y
p your
subscribers learn something

27. SMS Text Marketing
• Reaches your prospects
and customers no matter
where they are
• Over 90% of messages
are opened and read in
15 minutes
• Cost efficient, targeted,
and easy to measure

28. SMS Text Marketing
• Use an opt-in list and
keep different lists for
current customers,
prospects, etc… so you
can target them with
different messages
• Focus on high value.
Provide unique offers and
incentives - Gi th
i ti Give them a
call to action
• Conduct polls and link
results to social media

29. GEO Location Marketing
• An outcrop of the Text Message,
Geo Location Marketing allows
you to advertise to a potential
customer based on proximity
• If a person comes within a
certain di t
t i distance of your
f
business, the text pops up with
an offer, deal, or information
, ,
about you.

30. QR Codes
“Quick
Quick
Response
Codes”

31. They’re Everywhere
• Even on tombstones

32. QR Codes
• Add them to signs, print
ads,
ads business cards
cards,
brochures, and social media
to allow customers to
download information or
special offers
• Great for sharing lots of
content when the format
itself is limited

34. Home Depot Case Study

35. Augmented Reality
• Using an app and the smart
phone or tablet’s camera
tablet s camera,
users can point their phone
and layers of information come
up on their screen
• Point at a building, and the
history comes up Point at a
up.
restaurant, and the reviews of
the food come up

36. Integration is a Must
• To fully realize the benefits of technology, you must work
to integrate y
g your efforts - provides maximum impact for
p p
your message
• Email and text messages can link to your website, social
media pages, and blogs
• Your Tweets can link to your blog, email newsletter,
special offers or QR codes
• Your Internet advertising can link to special offers and
customized landing pages or your website

37. It’s a Great New World!
• Set your marketing goals
• Do what makes sense for
y
you
• Don’t be afraid to
experiment or ask your
customers what they want
• Have fun and be yourself -
It s
It’s all about customer
relationships

38. For more information about
the Latino
th L ti consumer, marketing and t d contact
k ti d trends, t t
Kelly McDonald at
214-880-1717 or kelly@mcdonaldmarketing.com
www.mcdonaldmarketing.com
www mcdonaldmarketing com
©2012 McDonald Marketing
2700 Thomas Avenue
Dallas, TX 75204
214-880-1717, Fax 214-880-7596
kelly@mcdonaldmarketing.com
All rights reserved.
No part of this material may be reproduced
In any form without p
y permission by the author.
y