MagNews - Lead generation and nurturing - Alma Graduate School

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Thanks to Alma Laurea Graduate School, it is a pleasure for MagNews to publish Mr Meyer slides. They explain his point of view on search engine marketing = SEO + PPC,
website + social presence, segmentation, targeting and the online value proposition, Lead nurturing, Strategy campaign planning and multichannel integration, Online customer experience and branding. Measuring ROI

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MagNews - Lead generation and nurturing - Alma Graduate School

  1. 1. Lead Generation and Nurturing Richard Mayer MA DipM MCIM
  2. 2. About me An independent marketing trainer and educator Specialist in marketing strategy, planning and implementation A strong believer in continuous professional development A preference for being „hands on‟ and encouraging learning from experience so that it can make a difference to performanceLead Generation & Nurturing 24. May 2012 2
  3. 3. Session 1 Importance of market and customer insight, Customer suspect and prospect list generation. The marketing funnel (RACE) Setting online goals and reducing bounce rates Measuring ROILead Generation & Nurturing 24. May 2012 3
  4. 4. Importance of market and customer insightLead Generation & Nurturing 24. May 2012 4
  5. 5. Understand customer journeys and influencersLead Generation & Nurturing 24. May 2012 5
  6. 6. Sources of customer insight Data mining Knowledge about customers needs, characteristics, preferences and behaviour based on analysis of qualitative and quantitative data Website analytics Behavioural clustering Real-time campaign analysis can Connecting with be mixed with demographic and behavioural information to generate communities important customer insights. Specific insights can be used to inform Customer feedback marketing tactics directed at groups of customers with shared characteristicsLead Generation & Nurturing 24. May 2012 6
  7. 7. Social media marketing – Twitter Twitter users are twice as likely to review or rate products online (24% vs. 12%), visit company profiles (20% vs. 11%) and click on advertisements or sponsors (20% vs.9%) as those who only belong to traditional social networking websites like Facebook and MySpace. The data suggests that Twitter users uniquely demonstrate higher engagement with brands, not just with “tweets” they post. Source Interpret LLC http://interpretllc.com/Lead Generation & Nurturing 24. May 2012 7
  8. 8.  PLANLead Generation & Nurturing 24. May 2012 8
  9. 9. Customer suspect and prospect list generationLead Generation & Nurturing 24. May 2012 9
  10. 10. Potential list sources Prospect initiated Networking and events Social networks Market / media Data brokers monitoring Promotions and Data mining incentives List sources: Downloads B2C www.MyOffers.co.uk, B2B – Trade publications, conference organisers: www.mardev.com, www.vnu.com http://www.experian.com/small-business/mailing-lists.jsp?intcmp=sbmp-myb-lowbox-ml&c-source=sbmplinkLead Generation & Nurturing 24. May 2012 10
  11. 11. The marketing funnel (RACE)Lead Generation & Nurturing 24. May 2012 11
  12. 12. Plan Reach Act Convert EngageLead Generation & Nurturing 24. May 2012 12
  13. 13. Setting digital marketing objectives Website Digital design campaign objectives objectives Website performance 5S objectives REAN / RACE framework framework Sell Reach Reach Speak Benchmarking Engage Act Serve measures Activate Convert Save Nurture Engage SizzleLead Generation & Nurturing 24. May 2012 13
  14. 14. Customer acquisition strategy A customer acquisition strategy defines the best mix of media and engagement tools (lead generation and product offers) to gain new customers through targeting them and reaching them through online and offline customer journeys.Lead Generation & Nurturing 24. May 2012 14
  15. 15. Conversion The Holy Grail Of all the money spent on traffic generation only 2 to 3% would lead to effective conversion Zenith Optimedia 2010 Measure and improve • A/B tests Rebalance • Multivariate testing • Usability improvements Generating • Content customisation Generating traffic • Interaction channels traffic Conversion Conversion http://www.smashingmagazine.com/2010/06/24/the-ultimate-guide-to-a-b-testing/Lead Generation & Nurturing 24. May 2012 15
  16. 16. Case study Euroffice Encourage search dominant visitors SEO and brand intro Encourage browse OVP dominant visitors “Reasons to return” OVP Social proofLead Generation & Nurturing 24. May 2012 16
  17. 17. Euroffice social presenceLead Generation & Nurturing 24. May 2012 17
  18. 18. Euroffice email examplesLead Generation & Nurturing 24. May 2012 18
  19. 19. Case study - Ultralase Prominent Unique phone 1 Generate sale or lead (on number for tracking & offline) – Visit conversion rate – Lead – E-mail address – Call back 2 Engage audience Incentivised – Reduce bounce rate lead generation – Increase value events form – Increase return rate 3 Answer the visitors’ Key brand questions: messages – Entry or subsequent page – New to company – Customer or prospect Conversion Calls to action goals – Targeted segments + OVP 4 Showcase range of products (cross-sell) SEO relevance headings 0 5 Reinforce key brand messages (99% won’t convert in single session) Answer customers’ 6 Attract visitors = SEO concernsLead Generation & Nurturing 24. May 2012 19
  20. 20. Setting online goals and reducing bounce ratesLead Generation & Nurturing 24. May 2012 20
  21. 21. • Use REAN framework to define goals you can track in Web Analytics http://www.youtube.com/watch?v=Hdsb_uH2yPULead Generation & Nurturing 24. May 2012 21
  22. 22. Setting up conversion goals in GA Remember to ►Setup multiple conversion goals ►Attach notional value to each ►Can then assess £Index value and Goal Value per visit by referrer and content ► Ecommerce sites have specific product value attached so generally best not to add value to non-sales goal http://www.conversioncounts.com/reports/ Consider additional goals – social bookmarking, commenting, catalogue requests, etc See Ran Nir: http://www.webanalyticsworld.net/2009/03/10-must-track-google-analytics- goals.html See also http://www.viget.com/engage/how-to-track-internal-links-in-google-analytics/Lead Generation & Nurturing 24. May 2012 22
  23. 23. New – 20 goals in GA so group them!Lead Generation & Nurturing 24. May 2012 23
  24. 24. Goal setting / reporting for digital comms Volume measures (NOT “HITS” = How idiots track success) Unique visitors = Individual users Page views = engagement Cost measures CPM – Cost per Thousand Impressions = £30CPM CPC – Cost Per Click e.g. £10 CPC Ultralase CPA – Cost Per Acquisition e.g. £ 50 CPA Response measures CTR – Clickthrough rate e.g. 0.1% ( in 1000 click) CTA – Call-to-actionLead Generation & Nurturing 24. May 2012 24
  25. 25. Email response statisticsLead Generation & Nurturing 24. May 2012 25
  26. 26. What is your bounce rate? 20% = Great 40% = OK 60% = Spam “Percentage of visitors who enter the site and Practical Tip: who then immediately exit” Use web analytics Should benchmark for different: to check • 1. Digital channels (Search, ads, direct, email) bounce rates • 2. Different sites, placements or search terms for your • 3. Creative content • 4. Different landing pagesLead Generation & Nurturing 24. May 2012 26
  27. 27. Measuring ROILead Generation & Nurturing 24. May 2012 27
  28. 28. Digital acquisition measures summaryLead Generation & Nurturing 24. May 2012 28
  29. 29. Digital measuresLead Generation & Nurturing 24. May 2012 29
  30. 30. Creating funnel budget models for online marketing See http://www.davechaffey.com/Spreadsheets/ http://www.marketing-online.co.uk/wiki/Category:Digital_Marketing_Response_Statistics http://www.smartinsights.com/marketplace-analysis/customer-analysis/digital-marketing-statistics-sources/Lead Generation & Nurturing 24. May 2012 30
  31. 31. Example measurement frameworkLead Generation & Nurturing 24. May 2012 31
  32. 32. Selecting the right digital channels goals and tracking metrics – “the critical few” Activity Write down up to 4 measures of digital marketing performance which answer question: “How is/should digital marketing activity contribute value to our business?” Reach: Engage: Activate: Nurture:Lead Generation & Nurturing 24. May 2012 32
  33. 33. Selecting the right digital channels goals and tracking metrics – “the critical few” Write down up to 4 measures of digital marketing performance which answer question: “How is/should digital marketing activity contribute value to our business?” Reach: Performance, referrers = Search, Social, CPA, CPC, CPT Effectiveness – new vs returning visiting Engage: Time-on-site, PPV, Bounce rate – segmented Activate: Activate FB group joiners, newsletter signups, RSS signup, Enquiry conversion rate – source to conversion (referrers), click streams, lifecycle Nurture: Email CTR, Blogs/feeds, Website returners, course take-up, renewal business, community - offsiteLead Generation & Nurturing 24. May 2012 33
  34. 34. Session 2 The digital marketing mix Search engine marketing = SEO + PPC Website + social presence Growing your digital footprintLead Generation & Nurturing 24. May 2012 34
  35. 35. The digital marketing mixLead Generation & Nurturing 24. May 2012 35
  36. 36. Digital marketing tools The 6 tools = digital media channels: • 1 SEM = SEO + PPC • 2 Social media marketing (inc blogs / forums) • 3 Partnerships = affiliate marketing • 4 Display advertising = banners • 5 Email marketing : Mainly retention = customer communications • 6 Viral or Word of mouthLead Generation & Nurturing 24. May 2012 36
  37. 37. Lead Generation & Nurturing 24. May 2012 37
  38. 38. Ultralase One of the UK‟s leading nationwide laser eye surgery clinics treating over 100,000 UK patients. One of the biggest advertisers on the UK Internet Now (c 10 million visits p.a.): Intense competition -Dominant online brand -Low brand awareness -High brand awareness -Long sales cycle -Shorter sales cycle -Uninformed customers -Demanding customers Online mix Offline mix • Affiliate marketing, • TV • Press • SEO • Direct Mail • Display advertising • PR • Database building • Brochures • Email / ECRM • DVD’sLead Generation & Nurturing 24. May 2012 38
  39. 39. WebsiteLead Generation & Nurturing 24. May 2012 39
  40. 40. Search engine marketing Paid listings - Pay Per Click (PPC) Natural or organic listings - Search engine optimisation (SEO)Lead Generation & Nurturing 24. May 2012 40
  41. 41. Social mediaLead Generation & Nurturing 24. May 2012 41
  42. 42. Partner marketing – independent review siteLead Generation & Nurturing 24. May 2012 42
  43. 43. Display (banner) advertisingLead Generation & Nurturing 24. May 2012 43
  44. 44. Email marketing Triggered email following landing page signupLead Generation & Nurturing 24. May 2012 44
  45. 45. Affiliate marketing What is it? „A commission based (CPA) arrangement where referring sites (publishers) receive a commission on sales or leads by merchants (e- retailers)‟.  Affiliate networks:  www.cj.com, www.tradedoubler.com, www.dgm-uk.com, www.affilliatewindow.com, www.buy.atLead Generation & Nurturing 24. May 2012 45
  46. 46. Example ad campaign Objectives: Inform about carbon offsetting, sign-up for neutralising car omissions Sample sites: AOL, Channel 4 Science, Guardian iVillage: the Travel ChannelLead Generation & Nurturing 24. May 2012 46
  47. 47. Microsite/editorial Guardian: behaviourally targeted Guardian: advertorialLead Generation & Nurturing 24. May 2012 47
  48. 48. Integrated media campaign leveraging search behaviourLead Generation & Nurturing 24. May 2012 48
  49. 49. Online advertising Example skyscrapersLead Generation & Nurturing 24. May 2012 49
  50. 50. Traffic building techniques evaluating relevance Technique + - SEO PPC Online PR Affiliates / Partners E-mail marketing Online advertising & sponsorshipLead Generation & Nurturing 24. May 2012 50
  51. 51. Search engine marketing = SEO + PPCLead Generation & Nurturing 24. May 2012 51
  52. 52. What is SEO and pay per click (PPC) Search Engine Optimization: improving the visibility of a website or a page in search engines via „natural‟ or „organic,‟ search results. Pay Per Click: Creating a listing where you bid for a search term but only pay when someone clicks on your ad.Lead Generation & Nurturing 24. May 2012 52
  53. 53. Importance of search Visits to www.derby.ac.uk in the last monthLead Generation & Nurturing 24. May 2012 53
  54. 54. Continuous investment in digital media “I believe there’s volume to be made from search and its only right that a direct bank like us features in the top listings through search.” “A big part of my team’s job is to continually monitor traffic to and from our sites. We work to maintain the banks profile. Some of our competitors don’t always have a full presence, settling instead for bursts of activity. That’s certainly not our strategy.” Graeme Findlay, Customer Acquisition Manager, Alliance & LeicesterLead Generation & Nurturing 24. May 2012 54
  55. 55. Organic search v‟s pay per clickLead Generation & Nurturing 24. May 2012 55
  56. 56. Search Engine Optimisation With SEO you‟re optimising your site for the search engines What search terms do your visitors use to find your site? What search terms would you like be found under? Use Google Insights to research search terms. http://www.youtube.com/watch?v=4lq98ulKNgg&feature=relmfu http://www.youtube.com/watch?v=EXqWWC6v1is&feature=related Use Google Analytics (if you have it installed) to see what search terms people used to find your site. If you don‟t have analytics try ww.alexa.com/siteinfoLead Generation & Nurturing 24. May 2012 56
  57. 57. How unique is the search term Search for international spa management then try spa management Forensic science Marketing degrees • If your search term is unique it should (hopefully) appear high in the search results. http://www.seobook.com/google-insights-search http://www.google.com/insights/search/?hl=en-US#Lead Generation & Nurturing 24. May 2012 57
  58. 58. SEO pyramid www.seomoz.org/blog/whiteboard-friday-the-seo-fundamentals-pyramidLead Generation & Nurturing 24. May 2012 58
  59. 59. Optimising website /page What search engines look for: • Does the title contain search terms? • Does the URL contain the search term • Does the H1 (the main heading use the search term) • Are they on the page? • Do appropriate sites link to it? • Page descriptionLead Generation & Nurturing 24. May 2012 59
  60. 60. Lead Generation & Nurturing 24. May 2012 60
  61. 61. Links to the site • Links from reputable and appropriate sites count more than masses of links from anonymous „link farms‟ • Create content worth linking to / sharing. • Use Majestic SEO or Blekko to see how many sites link to yours. www.seomoz.org/blog/using-blekkos-seo-data-to-evaluate-web- directories-14678 www.majesticseo.com/Lead Generation & Nurturing 24. May 2012 61
  62. 62. Frequent, fresh, feeds are fabulous! http://news.cheapflights.co.uk/flights/Lead Generation & Nurturing 24. May 2012 62
  63. 63. Really Simple Syndication Rich Site Summary What is it? A news feed or content feed Subscribers receive content as soon as published RSS is an XML-based summary of a web page containing title, description and content for exchange between sites Syndication of RSS to third-party sites like Google News or Feedburner powerful for reach and backlinksLead Generation & Nurturing 24. May 2012 63
  64. 64. Introduction to pay per click Brief introductory video www.youtube.com/watch?v=tx2L6EGa9DY If it‟s a highly competitive phrase or it‟s a new site page, you may want to use a PPC ad to get traffic to your site. Google‟s Keywords tool allows you to see how much a search term will cost, how often it appears and suggests alternative search terms https://adwords.google.com/select/KeywordToolExternalLead Generation & Nurturing 24. May 2012 64
  65. 65. Ultralase Google Adwords adsLead Generation & Nurturing 24. May 2012 65 65
  66. 66. Advantages of pay per click • You can set a budget for each search term and for a day ie only pay for the search term if it costs less than £1, spend no more than £15 a day. • Display different ads to different areas ie East Midlands, the rest of the UK • See how many views an ad gets and how many clicks • See how well a search terms works in PPC before using in „organic‟ searchLead Generation & Nurturing 24. May 2012 66
  67. 67. Can you target PPC ads at certain groups? Google allows you to target ads by geography, language, age, gender, education and income (USA only for the last two)Lead Generation & Nurturing 24. May 2012 67
  68. 68. If you want to target ads at a select demographic Take a look at Facebook Ads www.facebook.com/advertising Or if you‟re targeting professionals Linkedin www.linkedin.com/ads/startLead Generation & Nurturing 24. May 2012 68
  69. 69. Forensic science pay per click resultsLead Generation & Nurturing 24. May 2012 69
  70. 70. Traffic from „forensic science‟ PPC campaignLead Generation & Nurturing 24. May 2012 70
  71. 71. Have definite goals • Don‟t just measure clicks or visits to your site • Look at how many people achieved a goal: used your contact us form, booked on an open day, ordered a prospectus, downloaded a guideLead Generation & Nurturing 24. May 2012 71
  72. 72. Effective paid search is based on drivers of Quality Score CTR = Click through rate Ad text relevance = Match of headline and description to search term Keyword relevance = Match of triggering keyword to search term Read more: https://adwords.google.com/support/bin/answer.py?answer=10215&ctx=sibling http://www.optimizeandprophesize.com/jonathan_mendezs_blog/2006/11/what_googles_qu.htmlLead Generation & Nurturing 24. May 2012 72
  73. 73. Quality score Clickthrough rate Clickthrough rate Clickthrough rate Ad Text Relevance Inclusion of brand name can Value proposition – inclusion A good match between search A good match between search improve CTR and increase of competitive price and free term and Ad Headline term and ad text awareness pack increases CTR Adtext relevance Triggering search term in account matches search term www.optimax.co.uk/Default.aspx?page=0&adcode=googleppc&OrgAdCode=googleppc&WT.srch=1Lead Generation & Nurturing 24. May 2012 73
  74. 74. Using social media to generate traffic • Search for „seo for non-dicks‟ note the number of people sharing the article http://mattgemmell.com/2011/09/20/seo-for-non-dicks/ • Experiment using Twitter to promote pages: www.seomoz.org/blog/do-tweets-still-effect-rankingsLead Generation & Nurturing 24. May 2012 74
  75. 75. Remember your goal is to get people to your site • And for them then to do something on your site contact you, order a product etc. • It‟s no use having the top result in Google if no one clicks or if they leave page after five seconds.Lead Generation & Nurturing 24. May 2012 75
  76. 76. New search enquiries Users current worries are about privacy and spam. Two new search engines which don‟t track users are: www.duckduckgo.com www.blekko.com The SEO methods we‟ve used above will still work in these.Lead Generation & Nurturing 24. May 2012 76
  77. 77. Organic search vs pay per click Organic search Pay per Click Advantages •More trusted than Ads •Quick turnaround your ad can be on Google in a •No cost (apart from time) couple of hours •Part of content creation and •You can set a fixed budget improving content •Turn ads/campaigns off if they’re not working •Can target different ads to different geographical areas •About ¼ - ⅓ click on them •Can use them as advertising ie just to get your name in front of people Disadvantages •If you’re in a crowded market it •Costs money can take time to build ranking •People distrust ads •Can take time to build •Time to monitor tweak listings etc authorityLead Generation & Nurturing 24. May 2012 77
  78. 78. Links and references SEO How popular is a search term www.google.com/insights Create a test snippet www.seomofo.com/snippet-optimizer.html Majestic SEO www.majesticseo.com/ Blekko search engine www.blekko.com PPC Find keywords related to your site, how popular they are currently and how much they cost https://adwords.google.com/o/Targeting/Explorer (but you can use some of this information for general search) General links www.seomoz.org „Periodic table‟ of SEO terms http://searchengineland.com/seotableLead Generation & Nurturing 24. May 2012 78
  79. 79. • Create a need a blekko account (free). • Once you‟re logged in type a URL into the search box, hit the spacebar, and add /seo (what they call a “slashtag”) at the end of your search string.Lead Generation & Nurturing 24. May 2012 79
  80. 80. Links and References SEO How popular is a search term www.google.com/insights Create a test snippet www.seomofo.com/snippet-optimizer.html Majestic SEO www.majesticseo.com/ Blekko search engine www.blekko.com PPC Find keywords related to your site, how popular they are currently and how much they cost https://adwords.google.com/o/Targeting/Explorer (but you can use some of this information for general search) General links www.seomoz.org „Periodic table‟ of SEO terms http://searchengineland.com/seotableLead Generation & Nurturing 24. May 2012 80
  81. 81. Website + social presenceLead Generation & Nurturing 24. May 2012 81
  82. 82. Social media marketing funnel Awareness Consideration Preference Action Loyalty Competitive Peer alternatives reviews Buyers Eyeballs Contributors Recommendations User-generated from friends content Marketing Funnel x Social Media = Crowd PowerLead Generation & Nurturing 24. May 2012 82
  83. 83. What social media is Forums and message boards Review and opinion sites Social networks Blogging Micro blogging Bookmarking Media sharingLead Generation & Nurturing 24. May 2012 83
  84. 84. Social media and customer decision journey http://www.mckinsey.com/Features/Social_MediaLead Generation & Nurturing 24. May 2012 84
  85. 85. Consumer brands that nail it The Best Job in the World • Global campaign promoting a dream job as caretaker on an Australian island • 400,000 web visitors in 30 hours achieving the target for the year • 1 million hits on the second day • 34,684 applications from 200 countries • 336,000 Facebook-referred Web site visits • 3,170 @Queensland followers on Twitter • 1,100 TV placements in two days in the U.S. alone • 423,000 votes for favourite candidates • Estimated £49m worth of exposure (AEV)Lead Generation & Nurturing 24. May 2012 85
  86. 86. Consumer brands that nail it BlendTec „Will it blend?‟ Domestic and commercial use blenders Set up a YouTube channel and proceeded to blend anything incl. iPhones YouTube channel stats: • 109 videos • 151m views • 359,000 subscribers 61,000 fans on Facebook 5,600 followers on Twitter Reported fivefold increase in sales as a result of long term campaign and exposureLead Generation & Nurturing 24. May 2012 86
  87. 87. Consumer brands that nail it Old Spice 71 year old fragrance company targeting men Viral video approach utilising YouTube base with Facebook page, Twitter and a blog YouTube channel stats: • 205 videos • 192m views • 237,000 subscribers 1.2m fans on Facebook 122,000 followers on Twitter More viral video views inside 24 hours than Barack Obama‟s victory speech!Lead Generation & Nurturing 24. May 2012 87
  88. 88. Growing your digital footprintLead Generation & Nurturing 24. May 2012 89
  89. 89. Grow your digital footprintLead Generation & Nurturing 24. May 2012 90
  90. 90. Social Media Marketing – You want to achieve this … Critics Your Brand Creator SpectatorsLead Generation & Nurturing 24. May 2012 91
  91. 91. NetmumsLead Generation & Nurturing 24. May 2012 92
  92. 92. Social Media • Campaign: To celebrate 10 years in business Moonfruit launched a one off 7 day Social Media campaign to give away 10 MacBook laptops for the most creative Tweets which included the hash tag #Moonfruit • Network: The campaign crossed over to Flickr and YouTube with thousands of pictures and Videos being created and all interlinking and cross promoting the campaign • PR Success: Became top trending topic on Twitter. Mass amount worldwide media coverage off and online. • Increased following: Twitter followers increased from 2,000 to 23,000Lead Generation & Nurturing 24. May 2012 93
  93. 93. Session 3 Segmentation, targeting and the online value proposition Lead nurturing Strategy campaign planning and multichannel integration Online customer experience and brandingLead Generation & Nurturing 24. May 2012 94
  94. 94. Segmentation, targeting and the online value propositionLead Generation & Nurturing 24. May 2012 95
  95. 95. Customer analytics The Web is all about choices and analytics is all about understanding the choices by analysing behaviour patterns: • Who are my right customers? • Why do they make the choices that they do? • What opportunities are worth chasing? • What features will provide the most value? • What is the best time-to-market? • Which customers are most important? While it‟s difficult to make ALL the right choices, one has to make most of them right for the campaign, site, or product to succeed.Lead Generation & Nurturing 24. May 2012 96
  96. 96. Options for targeting 1. Customer profile characteristics (demographics) The classic traditional marketing approach. 2. Customer value current and future. Targeting the most valuable and most growable segments in a matrix of current against future are the most common approaches 3. Customer lifecycle groups. Since our knowledge of online marketing is so strong there are great opportunities for targeting through behavioural email marketing and website personalisation. 4. Customer behaviour in response and purchase (observed and predicted). This is often known as RFM or FRAC analysis. 5. Customer multi-channel behaviour (channel preference). Grouping customers according to channel preference. 6. Customer personas including psychographics. A common approach for making websites more customer centric.Lead Generation & Nurturing 24. May 2012 97
  97. 97. Targeting options These are the six targeting options. 1. Customer profile characteristics (demographics). 2. Customer value – current and future. 3. Customer lifecycle groups. 4. Customer behaviour in response and purchase (observed and predicted). 5. Customer multi-channel behaviour (channel preference). 6. Customer personas including psychographicsLead Generation & Nurturing 24. May 2012 98
  98. 98. eBay UK - layering the segmentationLead Generation & Nurturing 24. May 2012 99
  99. 99. Customer profile characteristics (demographics)Lead Generation & Nurturing 24. May 2012 100
  100. 100. How well do you segment your online audiences? Forrester Research on “site design personas” Examples: • Ford uses 3 buyer personas at Ford.com  Primary persona „Marie‟ – just beginning car shopping process, hasn‟t settled on brand, doesn‟t know about cars, needs Help! • Staples.com has 7 Personas for shoppers • Microsoft had 7 for Windows XP Segment on key characteristics/behaviours • “Seeks high quality”, “Seeks low cost” • “Starting evaluation”, “Final decision” • Occasional visitor, frequent visitorhttp://carsonified.com/blog/design/how-to-understand-your-users-with-personas/Lead Generation & Nurturing 24. May 2012 101
  101. 101. Developing your OVP 1 Who you are? 2 What you do? 3 Where you do it? 4 What makes you different? 5 How can your digital presence help people decide? The OVP What can your provide to help / inform / entertain me online? Reinforces core brand proposition and credibility Different OVPs for different markets and audiences Value that a site visitor gets from your online brand or campaign that… •They can’t get from you offline? •They can’t get from competitors? •Develop content strategy to deliver OVPs •Communicate message forcefully – online and offlinehttp://www.smartinsights.com/blog/web-design/online-value-proposition-examples/Lead Generation & Nurturing 24. May 2012 102
  102. 102.  PLAN Define your OVPLead Generation & Nurturing 24. May 2012 103
  103. 103. Lead nurturingLead Generation & Nurturing 24. May 2012 104
  104. 104. Lead Nurturing Cultivating leads that are not yet ready to buy. 95 percent of qualified prospects on your web site are there to research and are not yet ready to talk with a sales rep, but as many as 70 percent of them will eventually buy a product from you or your competitors. Nurturing is the “safety” net for every stage of the buying cycle, helping ensure that no revenue opportunity is missed.Lead Generation & Nurturing 24. May 2012 105
  105. 105. What lead nurturing isn‟t – Pitfalls to avoid Lead nurturing is about building relationships and trust with your prospects in a way that is both consistent and relevant. Lead nurturing is not: • Sending out an e-newsletter on a semi-regular basis • Randomly calling leads every six weeks to see if they are ready to buy • Blasting your entire database with a new case study • Offering content that promotes your company‟s products and services and does not take into account your prospects‟ interests or needs at their stage of buyingLead Generation & Nurturing 24. May 2012 106
  106. 106. Lead nurturing Determine prospect readiness Establish permission for nurturing Determine prospect preferences Create stay in touch campaigns Automate the delivery of contentLead Generation & Nurturing 24. May 2012 107
  107. 107. Right touching Analysis and understanding of the multiple touch points that a brand has with its prospects and customers on its own sites, partner sites and digital media Search marketing – follow up with a paid search ad Behavioural re-targeting – When the target accesses content or visits your site display a sequence of follow up ads Cost effectiveness of media - Understand sequence and combination of different digital media channels using web analytics E mail welcome strategy – sequence of email and web recommendations Reducing online attrition – win back or reminder emails Follow up on interest – automated follow up The right offer – vary the offer according to the audience targetedLead Generation & Nurturing 24. May 2012 108
  108. 108. Strategy campaign planning and multichannel integrationLead Generation & Nurturing 24. May 2012 109
  109. 109. Trends in marketing spendhttp://blogs.forrester.com/marketing/2009/05/interactive-budgets-are-growing-at-the-expense-of-offline.htmlLead Generation & Nurturing 24. May 2012 110
  110. 110. Communications plan Communications plan to generate site visitors. The plan to be in Gantt or timeline chart form. Suggested steps: 1. Brainstorm ideas to build interest which will support branding and response objectives. What will engage your audience? 2. Identify online and offline media best suited to engage both prospects and customers 3. Create a launch timeline for your company 3. For ongoing digital communications identify / estimate the percentage visitor mix for all digital media and percentage budget mix for paid digital mediaLead Generation & Nurturing 24. May 2012 111
  111. 111. Timeline of launch Jan Mar MayLead Generation & Nurturing 24. May 2012 112
  112. 112. Managing social “publishing” with limited resource 1. Be relevant. Understand the content that will appeal to different audiences. 2. Create an editorial calendar. Your social media marketing will be more effective if you produce content on a regular, consistent schedule. 3. Offer distribution choices, but keep a focus. Offer choice to alert subscribers to content using different types of channels since they will have different preferences. 4. Syndicate through partners. Identify partner sites and networks who may publish your content, either in it‟s original form or tailored for their audiences. 5. Make communications two-way. Don‟t just treat the channels as an alert or update service. Engage! 5 rules of SMO – Rohit Bhargava http://www.smartinsights.com/social-media-marketing-alerts/what-is-social-media-optimisation-smo/Lead Generation & Nurturing 24. May 2012 113
  113. 113. Questions to ask about acquisition Q1. Does your brand have personality + OVP? Q2. Mix = are you investing your time / money wisely? Q3. Is your publishing process effective? Q4. How do you make online campaigns more engaging? Q5. Is your business “social by design? Q6. Are you practicing “deep SEO”? Q7. Are you siloed or multichannel? Q8. Are you “competing on analytics?”Lead Generation & Nurturing 24. May 2012 114
  114. 114. Online customer experience and brandingLead Generation & Nurturing 24. May 2012 115
  115. 115. The 7C‟s Designing an effective customer interface for your website Factors that drive and influence online customers Such factors can include: • Relevance of information, Context A websites layout and overall visual design • Convenience of navigation Commerce If the website is intended for commercial transactions • Ease of finding the right choice (it has to be safe) Connection Any links to other websites, social networks, forums etc. • Cost and time saving Communication How the company talks to its customers • Variety of options Content The text, graphics, sound, music etc that are presented. • Control over purchases Community The website may allow interaction between customers through message boards and live chat. • Secure transaction options Customisation Personalisation of aspects of the websiteLead Generation & Nurturing 24. May 2012 116
  116. 116. F shaped reading patterns for websites Make text scannable Use headings www.useit.com/alertbox/reading_pattern.htmlLead Generation & Nurturing 24. May 2012 117
  117. 117. Customer feedback tools (iPerceptions) http://www.4qsurvey.com/ http://www.marketing-online.co.uk/wiki/Website_Feedback_Tools “Bad web site. Difficult to find item as no search box provided for short cut” “I cant find any prices on your website” “Would like to see where I can buy products from” .Lead Generation & Nurturing 24. May 2012 118
  118. 118. Lead Generation & Nurturing 24. May 2012 119
  119. 119. Create a content publishing machine  PLANLead Generation & Nurturing 24. May 2012 120
  120. 120. Define and optimize conversion pathways  ACTLead Generation & Nurturing 24. May 2012 121
  121. 121. Glossary - Key emarketing tools Search engine optimisation (SEO) • A structured approach used to increase the position of a company or its products in search engine natural or organic results listings for selected keyword phrases. Main techniques involve targeting keyphrases to rank within site copy and through linking strategies. No cost per click! Pay Per Click (PPC) search marketing, e.g. Google AdWords • A relevant text ad with a link to a company page is displayed when the user of a search engine types in a specific phrase. A fee is charged for every click of each link, with the amount bid for the click and its Quality Score determining its position. Trusted feed is the uploading of product data to a Product Comparison engine such as Google Product Search (Froogle). Online PR and social media • Maximising favourable mentions of your company, brands, products or web sites on third party web sites which are likely to be visited by your target audience.Monotoring reputation. Includes use of blogs (online diaries, RSS (Really Simple Syndication feeds) and Web 2.0 social media techniques (C2C = Customer to Customer). Affiliate marketing • A commission based arrangement where referring sites (publishers) receive a commission on sales, leads or visits by merchants (retailers)‟ Based on 400+ definitions at http://www.davechaffey.com/E-marketing-GlossaryLead Generation & Nurturing 24. May 2012 122
  122. 122. Glossary - Key emarketing tools Interactive advertising All types of advertising through the Web, wireless and interactive television. Interactive advertising can include banners, site sponsorships, email ads, PPC search engine ads and classified ads. Email marketing •The use of outbound email marketing to achieve awareness, add value or achieve response Online sponsorship •Linking of a brand with related content or context through sponsored graphical or text links for the purpose of creating brand awareness, favourability and/or response Online viral marketing •Word of mouth, online. Viral marketing uses a powerful offer to be transmitted amongst a network of people via electronic media to reach a large audience cost effectively to generate prospects, build brand awareness and so increase sales Based on 400+ definitions at http://www.davechaffey.com/E-marketing-GlossaryLead Generation & Nurturing 24. May 2012 123
  123. 123. MagNews. Progetti da Leader.Richard Mayer – Owner of Be Focused LtdCourse Director at The Chartered Institute of MarketingCourse Director at CIM AcademySenior Lecturer at University of Derby /DienneaMagNews /MagNews /DienneaMagnews /Diennea - MagNews Viale G. Marconi 30/14 – 48018 Faenza (RA) – ITALY Via Conservatorio 22 – 20122 Milano (MI) – ITALY Via G. Savonarola 21 – 00195 Roma (RM) – ITALY Tel. (+39) 0546 697007 – Fax (+39) 0546 399913 www.magnews.it • info@magnews.it

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