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One of the most important benefits of being a member of EquestrianProfessional.com is that we understand how different the horse business is from mainstream businesses. Our members gain access to a proven system and collection of tools and resources specifically for professional equestrians that help you to unify your equestrian career and business goals so that you are able to build both a successful career and a profitable business.
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Smart Internet Marketing Strategies
ASHA 2014
Chad Mendell
• EquestrianProfessional.com
• Equestrian Social Media Boot Camp
• Equiseen
• ESMA Judge 2012, 2014
Past:
The Horse – Executive Editor
[email protected]@ChadMendell
• At any given time, only 3% of the people in your market are ready to make a purchase or use your services.
• What about the other 97%?
- How do you stay in front of them?
Overview
• What’s Changed
• Marketing Goals
• Content Marketing – Awareness
• Social Media – Engagement
• The Next Step – Conversion
• Tools
What’s Changed?
Marketing Has Changed
Inbound vs. Outbound
Social Media
Mobile
Equestrian Niche – Social media is even more critical for equine related business due to word of mouth and because it is both visual and mobile
Setting Marketing
Marketing: The 7 Steps
1. Define your goals
2. How you will achieve these?
3. Your Target Market
4. Your Business Identity/Branding
5. Your Niche - Unique value proposition
6. The Marketing Tools you will use
7. Your Budget
Online Marketing Goals
There are two main elements of online marketing:
1. Traffic and Awareness – Getting people to notice you
2. Conversion – Taking those visitors and turning them into leads and customers
Define your sales process
• Define the path you want your customers to
take.
• For different types of customers
• For each point of entry
• If you have diverse offerings write it down
for each one
Customer Pyramid
Your Website
Content Management
Examples:
•Drupal•Expression Engine•Joomla•Mambo•Moodle•Wordpress
Website Pages
• Homepage
• About
• Services
• Contact
• FAQ
• Customer Stories (Testimonials)
• Blog/News/Newsletter
Content vs. Ads
Content vs. Ads
Content Marketing Advertising
Pros • Free (not including resources) •Builds brand trust•Great for SEO
• Excellent at creating awareness quickly• Campaigns can be budgeted to fit a business’s needs
Cons • Time consuming• Takes longer to see results
• Can be pricey ($25-$100,000 a month)• Must be managed constantly (daily/weekly)• ROI can be difficult to manage
80 – 90%80 – 90%80 – 90%80 – 90%
10%10%10%10%
Customer Pyramid
Types of Content
• FAQ (customer pain points)• Behind the scenes • Events• Current news• Your Customers (in a good way)• Ask questions and solicit input• Aggregate
It’s not about hard selling.
Does it have value? Content can educate, motivate, inspire…..
• Is it informative? • Is it entertaining?• Is it visually stunning or interesting?• Is it thought provoking or engaging?• Is it “share/like/comment” worthy
• It takes planning …
Quality Content
THINKING LIKE A PUBLISHER
• What does your audience really need to know? (pain points)
• Create and share awesome stuff (the best in your industry).
• It’s almost never about you.• At least 80/20
In less than six months, they:• Cut $200,000 (90%) from
their marketing budget• 22,000+ Facebook “likes”• 170,000 + videos viewed• 300% Increase in monthly
blog visits• And they sold some boots.
Case Study: EasyCare Boots
Landing Pages
• Every Page is a landing page
• Keep the Text Concise and Easy to Scan
• Remove Links and Navigation to Maintain Focus
• TEST!
Copyright Equestrian Professional.com and CowDog Media all rights reserved.
Touch Points
When they…•Visit your website•Friend you on Facebook•Follow you on Twitter•Watch a Video on YouTube•Receive and email from you•Come in contact with your content (i.e. Read your articles or social media posts)
What are your calls to action?
Calls to Action
• Positioning– In copy, above the “scroll”, end of the article,
sidebar, in text• Keep it simple (EX: Download our FREE guide to X)• Use images rather than just text to make it stand out• Make the offer relevant to the page• TEST!
Page Layout
Calls to Action
• .
Calls to Action
Social Media
The Power of Social Media
• Reach Many• Build Relationships• Traffic, SEO, Page
Rank• Word of Mouth• Brand Engagement• Valuable Feedback
Benefits of Email
• Attract better customers and more of them
• Stay in the minds of potential customers
• Educate, motivate and move current customers down more profitable paths
• Lists have tangible value – Example: Dover Saddlery, Advertisers
• Sales Funnel
Best Practices
• Use an email service
• Subject Line - 35% of email recipients open email based on the subject line alone
• Link back to website – Marketing Hub
• Mobile phone friendly – 80.8 % check email on a mobile device (Hubspot Survey)
Email Service Providers
• Aweber
• Mail Chimp
*
Breeder & Sales Barns
Goals: Sell horses – Repeat Sales
Make Paid Advertising Pay off!– Landing Pages – drive to website when possible. Encourage leads to subscribe to your sales updates or newsletter.
Aggressively Build List Social MediaWebsite Traffic – Page for every horse, Keyword strategy and GET CONTACT info!
Provide Amazing Service so that your customers rave about you, buy more horses and send their friends.
Multiple Screens
• The 35- to 54-year-old age bracket is the most active mobile social users
• 400 million Facebook users access from a mobile phone, and those who do, are twice as active on social networks
• Equestrians are mobile.
Tools to Simplify Things
www.google.com/alerts
*
Google Alerts
*
Next Steps
• Written Goals
• Marketing Plan – Marketing Calendar
• Test. Measure. Test some more.
• Embrace Technology
• Take the Time to Learn Key Tools
• Ask for Help
• Get started!
Resources
• 150 Equestrian Marketing Tools and Jewels • Marketing Checklist• Marketing Calendar• Customer Surveys • Press Release How To and Examples• Social Media Guides• Webinar Replays • Private Consulting
Our Gift to You
Questions?
