As the World Turns: How Trends are Affecting Marketing Programs
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How will technology impact your business in 2011? Rob Bartlett and Susan Farrell share trends, tools and techniques to better help you manage your communications practice in changing times.

How will technology impact your business in 2011? Rob Bartlett and Susan Farrell share trends, tools and techniques to better help you manage your communications practice in changing times.

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As the World Turns: How Trends are Affecting Marketing Programs Presentation Transcript

  • 1. As The World TurnsHow trends are affecting marketing programs
  • 2. VISIBILITY
  • 3. Know Your Website VisitorsCAMPAIGN  PROCESS:  You  launch  a  website.   ROADBLOCK  #1:   Traffic  stats  are  low  and  you   have  no  idea  who  is  visiIng   the  site.    Good  quality  visitors?   THE  FIX:   Use  good  analyIcs  tools  like   AWSTATS,  LivePerson  Pro,   HubSpot,  Google  AnalyIcs.      
  • 4. Web Analytic Tools
  • 5. Web Analytic Tools
  • 6. Web Analytic Tools
  • 7. Web Analytic Tools
  • 8. Geo-Target –Finding Your LocationCAMPAIGN  PROCESS:  DirecIon  to  locaIon.   ROADBLOCK  #2:   No  locaIon  instrucIons  to   locaIon.    Cannot  print   instrucIons  to  locaIon.   THE  FIX:   Google  Places,  Geo-­‐Targeted   SEO,  Yahoo  Maps,  etc.  
  • 9. Geo-Targeted SEO
  • 10. Web Locator Tools
  • 11. Web Locator Tools
  • 12. Web Locator Tools
  • 13. Geo Target with Language
  • 14. Geo Target with Language
  • 15. Web AwarenessCAMPAIGN  PROCESS:  Search  for  product.   ROADBLOCK  #3:   Not  showing  up  on  first  page   of  search.   THE  FIX:   SEO  tools,  Keyword  analysis,   SEO  tags,  Reciprocal  links,  SEO   press  releases,  etc.      
  • 16. Simple and Free SEOAnalysis Tools
  • 17. SEO in Press Releases
  • 18. Web AwarenessCAMPAIGN  PROCESS:   ROADBLOCK  #4:   Lack  of  website  links.   THE  FIX:   In-­‐page  and  reciprocal  links.     SEO  NavigaIon  bar.  
  • 19. SEO Navigation Bar
  • 20. Reciprocal Links
  • 21. CONTENT DEVELOPMENT
  • 22. Content DevelopmentCAMPAIGN  PROCESS:  Create  markeIng  content.   ROADBLOCK  #5:   Web  pages,  and  news  releases   appearing  online,  do  not  rank   high  on  relevant  searches.   THE  FIX:   Use  keyword  analysis  to   opImize  markeIng  copy     On-­‐Page.      
  • 23. Tools & TechniquesSuccess  factors  for  On-­‐Page  keyword  op1miza1on*  •  Page  Title  •  Page  DescripIon  •  Consider  URL  and  Browser  Title  •  <h1>  Tag  (Page  Head)  •  <h2>  Tags  •  Top  keyword  at  least  3x  on  page  •  Top  Keyword  in  Bold  •  Alt  text  for  images  A  new  way  of  life…  Inherent  in  all  marcom  wri1ng  now.  Serve  them  the  content  they  are   searching  for…   *www.seomoz.org
  • 24. Resourceshttp://guides.seomoz.org/chapter-4-basics-of-search-engine-friendly-design-and-developmenthttp://www.searchengineguide.com/stoney-degeyter/the-best-damn-o.php
  • 25. Content DevelopmentCAMPAIGN  PROCESS:  Drive  traffic  with  e-­‐mail.   ROADBLOCK  #6:   E-­‐blasts  do  not  generate  as   many  comments  or  as  much   response  as  they  once  did.   THE  FIX:   Begin  with  your  House  List.   Grow  it  with  valuable  content.   The  rules  of  DM  sIll  apply!  
  • 26. Tools & TechniquesSuccess  factors  in  Direct  Marke1ng  •  Your  list  maeers  most—more   than  everything  else,  including   the  creaIve  •  Your  “House  List”  is  the  best  list   you  have    •  The  value  of  your  offer  is  second   most  important     –  Think  Subject  Line  •  Personalize    •  Segment   Use Searches (or Queries) to•  Be  relevant  and  Imely   develop highly-relevant, segmented sending lists.
  • 27. Tools & TechniquesSuccess  factors  in  Direct  Marke1ng  •  Your  list  maeers  most—more   than  everything  else,  including   the  creaIve  •  Your  “House  List”  is  the  best  list   you  have    •  The  value  of  your  offer  is  second   most  important     –  Think  Subject  Line  •  Personalize     Most attorneys, for example, have•  Segment   other attorneys as a primary referral source.•  Be  relevant  and  Imely   It’s not that hard for attorneys to figure out what “turns on” other attorneys.
  • 28. Tools & TechniquesSuccess  factors  in  Direct  Marke1ng  •  Your  list  maeers  most—more   than  everything  else,  including   the  creaIve  •  Your  “House  List”  is  the  best  list   you  have    •  The  value  of  your  offer  is  second   most  important     –  Think  Subject  Line  •  Personalize    •  Segment   Sign-up Screen•  Be  relevant  and  Imely  
  • 29. Tools & TechniquesSuccess  factors  in  Direct  Marke1ng  •  Your  list  maeers  most—more   than  everything  else,  including   the  creaIve  •  Your  “House  List”  is  the  best  list   you  have    •  The  value  of  your  offer  is  second   most  important     –  Think  Subject  Line  •  Personalize    •  Segment   Thank You/Confirmation Screen points site visitors back into your•  Be  relevant  and  Imely   Web site…
  • 30. CONTENT DELIVERY
  • 31. Is Flash Dead?CAMPAIGN  PROCESS:  Flash  website.   ROADBLOCK  #7:   Key  components  of  your  site   cannot  be  seen  on  an  iPad,   iPhone  or  indexed.   THE  FIX:   jQueries  
  • 32. The Problem Without Flash support, iPad users will not be able to access the full range of web content, including over 70% of games and 75% of video on the web. Modimy.com
  • 33. jQuery
  • 34. Effective Email FormatCAMPAIGN  PROCESS:  Send  an  email  with  offer.   ROADBLOCK  #8:   Cannot  see  the  offer.   THE  FIX:   Use  a  combinaIon  of  text  and   supporIve  use  of  images.      
  • 35. Images Off – Still Read
  • 36. Images On – Same Message
  • 37. Have Mobile Will BuyCAMPAIGN  PROCESS:  Email  with  offer  on   ROADBLOCK  #9:  mobile.   Walk  into  store  and  show   coupon  on  phone,  not  printed   –  not  accepted.   THE  FIX:   QR  Code,  Scan  Barcode  from   Mobile.      
  • 38. Scan Mobile Coupon
  • 39. PROMOTION
  • 40. PromotionCAMPAIGN  PROCESS:  Landing  pages  for  online   ROADBLOCK  #10:   promoIon.   Clicks  to  our  Web  site  do  not   generate  enough  sales  leads.   THE  FIX:   Dedicated  Landing  Pages  to   help  increase  conversion  to   leads,  www.unbounce.com.      
  • 41. Tools & TechniquesSuccess  factors  for  dedicated  Landing  Pages*  •  Eliminate  unnecessary  steps  or   difficulty  •  Answer  two  crucial  quesIons   within  the  first  moment  of  any   transiIon:     –  Where  am  I?     –  What  can  I  do  here?  •  Communicate  your  key   differenIator(s)  •  Use  specific,  quanItaIve,  and   Unbounce.com provides a platform instantly  credible  language   specifically designed for building action-oriented Landing Pages *www.marketingexperiments.com
  • 42. Tools & TechniquesSuccess  factors  for  dedicated  Landing  Pages*  •  Eliminate  unnecessary  steps  or   difficulty  •  Answer  two  crucial  quesIons   within  the  first  moment  of  any   transiIon:     –  Where  am  I?     –  What  can  I  do  here?  •  Communicate  your  key   differenIator(s)  •  Use  specific,  quanItaIve,  and   instantly  credible  language   Unbounce.com provides an easy way to test withSplit A/B Tests. *www.marketingexperiments.com
  • 43. PromotionCAMPAIGN  PROCESS:  Lead  nurture.   ROADBLOCK  #11:   People  aren’t  ready  to  buy   now;  sales  people  don’t  stay  in   touch  and  they  get  lost.   THE  FIX:   ProgrammaIc  system  for   touching  people.  Match  your   frequency  to  their  acIvity.      
  • 44. Tools & TechniquesA  few  success  factors  for    Lead  Nurture  •  Recognize  the  80/20  rule—   80  percent  of  leads  may  not  be   ready  for  six  months  or  longer  •  If  you  don’t  nurture  their  interest   with  your  marcom  content,  your   compeItor  will  •  Arrange  the  “Buying  Funnel”   according  to  how  they  buy,  not   how  your  people  sell  •  Segment  buyer  groups  and   customize  content  to  each   Access to Law Advisory requires•  Luck  happens   separate subscription.