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interlinkONE and Grow Socially CEO John Foley, Jr. delivered this presentation at the 2012 MFSA New York Chapter meeting in February. The theme - "How You Can Improve Your Marketing Efforts" - and content was primarily geared to companies that provide mailing, fulfillment, or printing services. Throughout the presentation, John covered items such as: - How to Create an Effective Marketing Plan - Best Practices for Executing Multi-Channel Marketing Campaigns - Tips, Tools, and Tricks for Finding Success - Case Studies for Inspiration
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How You Can ImproveYour Own Marketing Efforts
John Foley, Jr.CEO, Founder interlinkONE
Grow Socially, Inc.
John Foley, Jr. - Introduction From Boston
Home of the:
Happy to be here!
I love Mar(H)keting
!
John Foley, Jr. - interlinkONEinterlinkONE
SAAS Enterprise Marketing
Management Software
Plan, build, manage, execute and measure all marketing activities
Happy Birthday 15 Years!
John Foley, Jr. – Grow Socially Grow Socially, IncMarketing StrategyOnline Marketing:
Social Media, SEO, Website Development
Plan, Manage, Execute and Measure
The Book Strategies, Plans,
Case Studies Campaign Ideas, and More.
A guide to help you grow your business!
NewPathToProfit.com
P.S. Mail & Fulfillment-Focused book coming soon!
Another Book Strategies, Plans,
Case Studies Campaign Ideas, and More.
A guide to help you grow your business!
NewPathToProfit.com
How we will win the Super Bowl!
Today’s Presentation!
What Marketing Challenges
Do You Face?
How you can improve your own marketing efforts…
Possible ChallengesNo Plan
Lack of Internal Resources
You’re primarily used to business coming to you
Not familiar enough with new channels (social, mobile)
“I need to sell marketing services. Everyone just thinks of me as their mail/fulfillment/print provider.”
One More Challenge“People tend to prefer to sell the products
they find easiest to sell to customers who offer the least line of resistance.”
Source: http://www.slideshare.net/leilajannati/marketing-plan-final
What’s on the AgendaThe Marketing Plan
Execution and Tools
Final Thoughts
The Marketing Plan
It Starts in your Business Plan• Multi-Channel Mix
• Goals & Strategies
• Competitive Research
• Advertising & Promotion
Marketing Plan - Why?1. To identify sources of competitive advantage
2. To force an organized approach
3. To ensure consistent relationships
4. To obtain resources needed to implement plans
5. Brand and Awareness of your offerings
6. Drive inquiries to sales!
The Marketing Plan
Expo Event8AM-6PM
Send out flyers to clients
Announce on website
Email eNewsletter (Announce)
Tell colleagues you’re attending
Send thank you cards
Enter new contacts in CRM
Mail -Monthly Newsletter
Phone Calls
Marketing Calendar: Take 1
Expo Event8AM-6PM
Send out flyers to clients
Announce on website
Email eNewsletter (Announce)
Tell colleagues you’re attending
Send thank you cards
Enter new contacts in Excel
Mail -Monthly Newsletter
Create Post, Link back to website
Announce on &
Comment on event’s page
Connect with Keynote Speakers on
Join in on event’s hashtag
Share speaking presentation on
Friend new contacts on
Share event article on
Share event article on
Announce booth # with video post
Follow-Up with Post & Post Pictures
Marketing Calendar: Take 2
Multi-Channel CampaignLet’s look at a service provider that ran a successful multi-channel marketing campaign.
Campaign SummaryThis service provider was hosting an
event/seminar.
The target audience consisted of marketing agencies, designers, and consultants.
Direct Mail Invitation
Reply TextLanding Page
Inbound Calls
Integrated, Multi-Channel Campaign
Prospects
Postcard
PURL / Response
PageQR Code
Flyer
Landing Page
PRINTEGR8
Associates
Banner Ad
EmailPrint Web
Invitation Email SMS/Text
Landing Page
Social Media
Mobile
Customers
Landing Page
Mobile Ad
Web Site
Registration
A
B
C
A
B
C A
B
C
D C B A A B C D
Existing Customers
Non-Responders.
Responders
Out
boun
d Em
ails
Direc
t Mai
lBa
nner
Ads
Soci
al M
edia
Soci
al M
edia
Bann
er A
dsDirec
t Mai
lO
utbo
und
Emai
ls
Drive back to website through medias
All Efforts Pointed to Registration PageProspect List
Procured Marketing Agency List
Multi-Channel Promotion
Print / Direct Mail - PURLs - QR Codes
The Direct Mail Piece
The Landing Page
The Response Page
Thank You Page
Email Notification to Sales Rep
Reporting Dashboard
What did people respond to?
What groups responded?
Landing Page Responses
Who visited the page?Who responded?Who did not?
Responses: Who are they?
E-Mail Blast Results
Cost per Lead
Campaign TakeawaysIt’s a multi-channel world…
… and our marketing efforts have to reflect that!
If we want people to buy marketing services from us, we need to eat our own dog food.
Execution and ToolsData, Techniques, and Tools
Question for you…
Where can you get the best
marketing data for your
company?
XYZCompany Bob
Landing Page #2
•Email Address•First & Last Name•Mailing Address
•Language•Birthday•Preferred E-Mail Type: HTML or Text
•Favorite Color•Favorite Style
Each landing page asked for a
different piece of information.
Landing Page #1
Landing Page #3
The company started with only
one piece of information –
an email address
At the end of the process the
company had a full marketing
database.
Building a Better Database
Next: Techniques and Tools
That We Can Use
Outbound Marketing
Inbound MarketingBlogs, Websites, SEO, Social Media!
Content Marketing: Part of Inbound Marketing
Source: http://mashable.com/2011/10/30/inbound-outbound-marketing/
Inbound Goal: Drive Sales!
Why Should We Use Those Tools? Our Customers and
Prospects Use Them!
They help to change how people think of us --- more than just a printer
They give us practice for selling and executing solutions instead of commodities.
Social Media Statistics 800 Million Users on
NOTE: As of September 2011
250 Million Tweets Sent Per Day
Social Media Statistics 60+ Hours of Video Uploaded
to YouTube every minute (#2 search engine)
90 million users on Google+ in 6 months
By the Numbers: Google34,000 searches per second
2 million per minute121 million per hour3 billion per day88 billion per month
Source: http://searchengineland.com
Can Those Tools Actually Help Service Providers?
Let’s look at Some Examples!
H & H Graphics GroupLancaster, PA
Provides mailing, fulfillment, print… and multi-channel marketing services!
Custom Background… with Value Statements
Humanizing their brand
Engaging with Customers, Vendors, Prospects
Videos That Tell Their Story
Website: Focused on Benefits
CustomXMLittle Rock, ArkansasPaul Strack - @Pstrack
Website: Engaging & Social
CustomXM’s Tips for Twitter
CustomXM Tip: Listen!
Social Media Creates Chatter
Best Practices for TwitterActively participate & engage
Share information! Pictures, links, videos
Be a thought leader, be yourself, show the human side of your business
Review efforts & measure results
Sorrento MesaSan Diego, CASmall CompanyLots of SuccessActive in Social Media
- Personal & Professional
FacebookConsistent
Postings
Variety of Content Shared
Social and Interactive
LinkedIn Profile TipsCustomize Your Website LinksAdd Your Twitter AccountPersonalize Your Public Profile URLAdd Skills (beta)Groups and AssociationsHonors and Awards
LinkedIn Best PracticesResearch Companies You Want as ClientsResearch Prospects by Title and LocationLearn About Your Prospect Before You MeetAsk for Introductions From Your NetworkIntegrate With CRM to Stay Current
Printing Center USAPrimarily an online printerLocated in MontanaQuite active on social media
Twitter Activity is High!
Variety of Content in Tweets
Online Video
Email & Social Integrated
Execution Time… How Can You Use
These Tools in Your Business?
Let’s Start With Social Media
Social Media: Why?►The target audience is there►More prospects to sell to►Generate interest in your brand►Build your brand►Loyalty►Position your company►Customer Service►Another Channel►More …
Questions or Comments?Phone 1.800.948.0113Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.Questions or Comments?Phone 1.800.948.0113Email Support@GrowSocially.com
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
$
Optimize / Social FriendlyeNewsletter Sign-Ups
White PapersOffersEmailsPollsBlogs
Landing Pages
Get Noticed
Engageand
Nurture
Inquiries
Engageand
Nurture
Integrated Multi-Channel MarketingAction – Publish – Engage – Converse – Share
Social Media Blogging Analytics Content Mgmt SEO
Start with MKTG Plan
Product?Service?Asset?
Qualified and Budgeted
Buyers
Strategy before Tactics!Step 1: Describe the Business
Step 2: Business 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?
Tools You Should UseTwitterFacebookYouTubeLinkedIn
Google+?
How Can Twitter Help?You can share
valuable information - become a Thought Leader
Find, research, & engage with prospects and customers
Distribute Key Information
Learn about Prospects on Twitter
Search.Twitter.com►Use it to find
potential prospects
How Can Facebook Help?There are 800 million
people there!
Opportunity to Humanize Your Brand
Create a Company PageLogoNameContent
How Can YouTube Help Creating HD video
is cheaper and easier than ever
It’s the world’s #2 Search Engine!
Humanize Your Brand
Create Your Own Channel
What To Talk AboutPromote Event News
Discuss Topics in Your Industry
Share your Company’s Story!
How Can LinkedIn Help? Like an online Chamber
of Commerce event
Ripe for Prospecting and Engaging
Opportunities to position yourself as a thought leader
Complete Your LinkedIn ProfileUpload
your photo!
Add Company’s Website &
BlogAdd Twitter Name
Personalized URL
Get Involved in Groups
Getting Started with Google+-Audience is growing!
-Connect with marketers (lots of them there)
-You can make a page for your business, too!
What should you talk about?►Community►Conversation►Networking►Relevant Information►Relationships►Customer Service►Immediate Information
Talk About Hot Topics & Value
Make a Keyword LibraryMaintain a List of Keywords
Share them with your team
Use them in blogs, tweets, YouTube posts etc
Use them in your social profiles/bios
Tip: Use Print & Mail to Promote Your Social Networking Presence
Do not rely on “build it and they will come”!
Print can be used to drive people to your online marketing efforts.
Tip! CRM/Social Intelligence
Fundamentals for Social Media1. Build your network
2. Engage with the network you have built
3. Be relevant
4. Be consistent
5. Track and analyze
Marketing Ourselves
with Mobile
First! QR Codes
Why QR Codes – Smartphone Ownership!
http://blog.nielsen.com/nielsenwire/?p=28790
Source: Nielsen: Q3 2011 State of the Media: The Mobile Media Report
QR = “Quick Response”Quote from 9/1: “Nearly one third of all USPS
Standard Mail in the past two months contained a QR code”
Source: http://multichannelmerchant.com/printchannel/postal/usps-qr-code-promotion-0831jt1/
Mobilize Your Content
Mobile Solution: iFlyMobiEasily Build Mobile
Websites
WYSIWYG Editor: Text, Links, Videos, Images, & More
Form Builder –Surveys & Leads
Real-Time Reporting
White Label Program!
Mobile Forms
Create mobile forms for surveys, inquiries, lead generation, submitting claims, and more
Build Your Network with Mobile!
Measurement & Reporting# of ScansDate/TimeDevice
Final Thoughts
Are you ready for Sunday?
Walk the Talk►Follow Your Marketing Plan►Self Promote►Multi-Channel►Multi-Media►E-Newsletters►Campaigns►Nurture►Personalize 1 to 1►Etc…
How can you marketing your own marketing efforts?Appoint a resource , In-house?, Hire?
Outsource?Start with a plan – Write it, execute it,
Measure itCalendarUnderstand how inbound marketing works
Read the Book
NewPathToProfit.com
THANK YOU!Questions?
Q & A / Contact Me!: http://ilink.me/JR
iFlyMobi.com
QRCode
Learn More!interlnkONE: http://interlinkONE.com
Grow Socially: http://GrowSocially.com
iFlyMobi: http://iFlyMobi.com
Qreate & Track: http://QRConnect.com
The Book: http://NewPathToProfit.com
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