Your Target Market is the group of people who are interested in what you have to sell. How many of those people are online? Where do they spend their time online? How are you going to reach them online? THE PROCESS Segment - Identify your customers - Place them in groups Target - Decide which groups are the most important - Decide who you will market to 1st, 2nd, etc. Position - Decide how you will leave a lasting impression on them - Decide on your marketing mix WHY INCLUDE “ONLINE” AS PART OF YOUR MARKETING MIX • 1.56 Billion Global Users of Smartphones • 66% of U.S. tablet owners are surfing the web while watching TV. 44% are shopping. • 19% of all U.S. web traffic is coming from a mobile device (up 8% from 2013) • Consumers are spending MORE time on Internet and Mobile, LESS time with Print, Radio, & TV • The average article reaches HALF of its total referrals in 6.5 hours on Twitter, 9 hours on Facebook Source: Mary Meeker’s 2014 Internet Trends Report http://qz.com/214307/mary-meeker-2014-internet-trendsreport-all-the-slides/ NEARLY EVERY MARKET IS ONLINE, SOMEWHERE Industrial Manufacturers Using Blogging and Social Media For Lead Generation Business Services, like Architects, Publishing Digital Content, like e-Magazines Ministries Hosting Google Hangouts Universities promoting their science research on YouTube BUSINESSES ARE BEING RE-IMAGINED FOR MOBILE CONVENIENCE ORDER FRESH PRODUCE & GROCERY DELIVERY ORDER DELIVERY FROM AS MANY PLACES AS YOU WANT, ONE DELIVERY RESEARCH & STAY IN LOCAL HOMES, GET A MORE AUTHENTIC EXPERIENCE WHAT DO YOU WANT FROM YOUR AUDIENCE? Common Objectives: • Lead generation • Get them talking about you - find people who may be interested in writing about your business • Clicks to your website • Drive the right people to your website • Online sales • Bricks & Mortar sales • App downloads How many of those people are online? Where do they spend their time online? How are you going to reach them online? DO YOUR RESEARCH Industry Market Research Social Media Audience Social Media Sentiment Search Engines SalesForce Radian6 ($$$) Google Trackur ($) Google AdWords Planning Tool Experian Hitwise Social Mention SEMRush Social Media Today Topsy Moz.com eMarketer Facebook Ad Manager Forrester Twitter Advanced Search DETERMINE THE SIZE OF YOUR MARKET WITH FACEBOOK AD MANAGER www.facebook.com/ads/manag e Targeting Criteria Specify by… Location Country, state, city or zip Age 13 – no max Gender Male, Female, All Interests Business, Entertainment, Family, Fitness, Food/Drink, Hobbies, Shopping/Fashion, Sports/Outdoors, Technology Connections All, Only ppl connected to your page, Only ppl NOT connected to your Page, Advanced connection targeting Interested In All, Men, Women Relationship Status All, Single, In a Relationship, Married, Engaged, Not Specified Education Anyone, In High School, In College, College Grad - Specify a School, Specify a Field of Study, Specify graduation years Workplaces Good to target people at large organizations How many of those people are online? • Events: Has a Birthday Within 1 wk, Has New Job, New Serious Relationship, Recently Moved • Job Status: Event Planners, Small Business Owners • Politics (US): Active, Conservative, Liberal, Non-Partisans • Market: Hispanic (US) • Family Status: Away from family, Away from hometown, Baby Boomer, Engaged, Expecting Parents, Long Distance Relationship, Newlywed • Parents: Parents (All), Parents (child 0-3 yrs) Parents (child 4-12 yrs), Parents (child 13-15 yrs), Parents (child 16-19 yrs) • Travel: Business traveler, Currently Traveling, Intender (Any Destination), Intender – Beach, Intender – Used a Travel App within last month, Returned from trip 1 week ago • Games: Console Gamers • Photography: Photo uploading FIND YOUR AUDIENCE & TOPICS THEY CARE ABOUT WITH TWITTER ADVANCED SEARCH • twitter.com/search-advanced - search on Twitter, see who is active & has a following FINDING B2B CONTACTS & TOPICS THEY CARE ABOUT WITH LINKEDIN Search LinkedIn Groups by Interests or Active Users by Job Title KEEP TRACK OF INFLUENCERS, TOPICS & HASHTAGS WITH KEYHOLE.CO FIND INFLUENCERS WITH GOOGLE BLOG SEARCH • Google topics, find bloggers - http://www.google.com/blogsearch FIND TOP INFLUENCERS & TOPICS WITH KLOUT FIND PR FRIENDLY BLOGGERS ARE YOU REACHING THE RIGHT PEOPLE? • Google Analytics – google.com/analytics • Simply Measured – simplymeasured.com (analyze your Twitter audience) • Facebook Insights https://app.simplymeasured.com/ viewer/e2intkzptphcxfrui6rcxcbnh bhtp7/2006147 RETARGETING ADS FIND & FOLLOW YOUR TARGET AUDIENCE • • AdRoll GoogleAds List of companies: http://retargeting-companies.findthebest.com/ HOW TO ENGAGE YOUR AUDIENCE WITH SOCIAL CONTENT LISTS MOBILE QUIZZES EXPLAINERS BREAKING NEWS VIDEO WHO ARE YOUR CUSTOMERS? LET’S SEARCH FOR THEM NOW. WHAT ARE YOUR NEXT STEPS? • Do your research. Use these tools to research the potential size of your audience • Make friends. Find influencers or brand advocates that can help spread your message • Get organized. Create and develop an integrated marketing plan that includes a mix of online and offline strategies, including a mix of digital tools like email marketing, social media, online advertising • Follow through with your plan! • Wasting money stinks. Always and often check your metrics! Don’t be afraid to make changes to your plan when the numbers reveal its effectiveness. Q&A Feel free to get in touch after today: Leah Messina [email protected] 443.992.4691 @leahmessina