Innovative Online

Marketing Ideas on a
Shoestring Budget

#InnovativeMktg www.WebMarketingTherapy.com
Chelsea Bucoy - Zoomerang

• Senior Product Marketing Manager for Zoomerang

• Over 7 years marketing for Zoomerang Online Surveys
& Polls
− Product feature and functionality messaging
− Customer demonstrations & training
• Background in marketing at industries ranging from
Online search and communities sites, Online foreign
exchange to Nonprofit

#InnovativeMktg www.WebMarketingTherapy.com
Today’s Agenda

• Our guest speaker: Lorrie Thomas

• Put the power of the web to work
• Multi-tasking marketing techniques
• Using Surveys & Polls to generate content
• Q&A

#InnovativeMktg www.WebMarketingTherapy.com
Lorrie Thomas – Web Marketing Therapy

• CEO of Web Marketing Therapy, a boutique web

marketing agency and training company that diagnoses,
prescribes and guides healthy marketing solutions
• Educator:
- Custom corporate workshops
- College courses
• Author: The 36 Hour Course to Online Marketing

#InnovativeMktg www.WebMarketingTherapy.com
Putting the power
of the web to work

#InnovativeMktg www.WebMarketingTherapy.com
#InnovativeMktg www.WebMarketingTherapy.com
How the “Wild Web” = Innovative Marketing:

• Credibility
• Usability
• Visibility
• Sellability
• Scalability

New Rules of Marketing…New Frontiers

#InnovativeMktg www.WebMarketingTherapy.com
 Content Creation
• Site Content
• Blog
• Article marketing
• Tweets
• Facebook Page Posts
• Online PR
• Videos

#InnovativeMktg www.WebMarketingTherapy.com
Re-purposing Content Creation

• Story Selling (YOU Write Your Own News!)

• Multi-tasking Marketing (Content on Wires, your site, your
blog, Facebook, Email, Twitter)

#InnovativeMktg www.WebMarketingTherapy.com
Search Engine Optimization (SEO)

• Architecture
• Content
• Linking

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SEO Example

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 SEO
• Know Your Key Phrases
− Use them in headlines
− Links
− Meta Tags
• Is Your Blog Boosting SEO Business?
− Titles
− Tags
− Links
• Social Media for Credibility and Visibility
• Local Search
• Online PR
• Google Alerts

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SEO on Site

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SEO on Blog

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Social Media

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Social Media and SEO

#InnovativeMktg www.WebMarketingTherapy.com
 Content Creation and SEO
• Site
• Blog
• Press Page
• Press Wires
• Social Media

Check out
• PitchEngine.com – Social
Media Press Release Tool!
• Hubspot Grader for SEO
Tips too

#InnovativeMktg www.WebMarketingTherapy.com
 Email Marketing

• Become an AUTHORity!
• Re-purpose content (best of blog posts, etc)
• Content must serve and support to sell
• Use your email signature as a marketing tool!

#InnovativeMktg www.WebMarketingTherapy.com
Multi-tasking marketing
techniques

#InnovativeMktg www.WebMarketingTherapy.com
 Multi-tasking Marketing

• Credibility
• Usability
• Visibility
• Sellability
• Scalability

#InnovativeMktg www.WebMarketingTherapy.com
Multi-tasking Marketing
• Integrate to Innovate!
• Blog can feed into Twitter (www.TwitterFeed.com)
• Blog can feed into LinkedIn (Go to your profile and select
Applications and add your blog)
• Blog can feed into Facebook (with NetworkedBlogs, built
into Facebook or Twitterfeed.com)
• YouTube Videos can also be on a site, blog and shared on
Facebook and Twitter (add the video to YouTube, then
select “embed” and add the code)
• LinkedIn can sync with Twitter (add your Twitter account to
your LinkedIn profile, just hit edit profile)
• Your website can have all the social media widgets to give
your visitors CHOICES in how to engage with you!
#InnovativeMktg www.WebMarketingTherapy.com
 Surveys & Polls
as content generators

#InnovativeMktg www.WebMarketingTherapy.com
Content Creation – Use Surveys and Polls

• Site Content
• Blog
• Article marketing
• Tweets
• Facebook Page Posts
• Online PR
• Videos

#InnovativeMktg www.WebMarketingTherapy.com
Survey Topics – Engage Your Audience

• Make it interesting – what

would make you stop and read
• Changes in your industry/
technology advancements, etc
• Leverage current events
• Look at top news stories,
twitter conversations –
anything relevant to your
business?

#InnovativeMktg www.WebMarketingTherapy.com
Survey best practices – Top Tips

To Do:
• Clearly define the purpose of the survey
• Keep the survey short and focused
• Use closed-ended questions whenever possible
• Keep rating scale questions consistent
• Pre-test, pre-test, pre-test!

#InnovativeMktg www.WebMarketingTherapy.com
Survey best practices – Top Tips
To Avoid:
• Including questions not tied back to your objective
• Using jargon/acronyms
• Ambiguously worded questions
• Overly large incentives

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Reach Your Audience Where They Are

• Your website
−Blog
−Newsletter
−Email
• Leverage social media channels
−Facebook
−Twitter
• Access survey panelists

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Reach them where they are: Website/Blog
Add a poll or survey on your
website or blog to:
• Get quick feedback
• Share ideas
• Collect votes
• Run a contest
• Do concept tests

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Reach them where they are: Facebook

• Gather feedback
• Plan events and parties
• Identify trends

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Reach them where they are: Twitter
• Engage existing followers & attract new ones
• Expand conversations through re-tweets
• Crowd Source topics

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Analyzing survey results to create content
• Automatically tabulates responses giving quick stats

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Analyzing survey results to create content
• Comparison reports highlight segment differences e.g.
BtoB SMB projected usage of social media far exceeds
that of Consumer SMBs

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Analyzing survey results to create content
• Open-ended responses provide response details, tag
clouds make measuring easy

#InnovativeMktg www.WebMarketingTherapy.com
Use Surveys and Polls to create content, then
share results to engage your audience, create
conversations and expand your reach

website

intranet
Surveys
& blog
Polls

#InnovativeMktg www.WebMarketingTherapy.com
Thank you for attending!
Speaker: Lorrie Thomas, Web Marketing Therapy
Email: lorrie@webmarketingtherapy.com
Website: www.webmarketingtherapy.com
Twitter: www.twitter.com/webtherapist or @Webtherapist
Facebook: www.facebook.com/WebMarketingRX
Blog: www.webmarketingtherapy.com/blog/

Moderator: Chelsea Bucoy, Zoomerang

Email: chelsea.bucoy@markettools.com
Website: www.zoomerang.com
Twitter: www.twitter.com/Zoomerang or @Zoomerang
Facebook: www.facebook.com/Zoomerang
Blog: www.Zoomerang.com/blog

#InnovativeMktg www.WebMarketingTherapy.com