This document contains notes and slides from a webinar presentation about improving online marketing results. Some key points discussed include defining objectives and most wanted responses for webpages, understanding customer pain points and how to solve problems, improving website structure and reducing friction, testing calls to action, and personalizing the customer experience. The presentation emphasizes testing, measurement, and optimization to continually improve marketing campaigns and lead generation.

1. Making
Digital
Marke-ng
Work
5
easy
ways
to
improve
your
online
marke3ng
results
Webinar
presenta3on
with
Michael
Leander
www.michaelleander.me

2. Most
of
us
are
leaking
–
why
not
fix
that
first?

3. Drive
towards
your
objec=ves
first
,
deadlines
second
!
of
95%
If
!
wrong
are
you
here,
is
effort
your
See
video
about
being
objec=ve
driven
hAp://www.youtube.com/watch?v=4mxvy_usWz8

4. Meet
Good
‘ol
AIDA
A
=
AFen3on
(Awareness)
I
=
Interest
D
=
Desire
A
=
Ac3on

5. Meet
the
new
AIDA
A
=
AFen3on
(Awareness)
I
=
Interest
D
=
Desire
E
=
Engagement
A
=
Ac3on
Engage
me
Shares
&
comments

6. Meet
the
new
AIDA
A
=
AFen3on
(Awareness)
I
=
Interest
D
=
Desire
E
=
Engagement
A
=
Ac3on
Shares
&
comments
Eyeballs
On-­‐
page
$
Engage
Re-­‐
ac3vate
Nurture

7. Say
hello
to
@michaelleander

8. Random
=dbits
of
informa=on
from
the
PLEA

9. Know
your
numbers
Define
your
ideal
funnel
Describe
your
ideal
lead
Understand
the
buying
process
The
Perfect
Lead
Acquisi3on
System
Establish
ecosystem
Develop
aFractors
push
&
pull
Develop
campaigns
Develop
nurturing
plan
Develop
media
plan
Measure
&
improve
First
30
days
Automate
Sign-­‐up
tac=cs
The
PLEA
Planned
selling
process
ABOA

10. 1. The
power
of
MWR:
Most
Wanted
Responses
and
how
to
implement
these
consistently
for
maximum
effect.
2. How
to
avoid
common
on-­‐page
mistakes
by
understanding
fric-on?
3. How
to
improve
the
synergy
between
your
ad
messages
and
your
landing
pages
for
beFer
results?
4. Why
emo-onal
links
work
much
beFer
than
descrip3ve
links
and
how
to
implement?
4
½
amazingly
simple
online
marke-ng
components
powered
by
commonsense

11. Acquiring
a
beAer
Return
on
Marke=ng
Investment
is
crucial
for
most
businesses.
ROMI
is
in
the
details

12. Ques3on
!
How
confident
are
you
about
your
online
marke-ng
assets
(website,
landing
pages,
blogs
etc.)
and
their
ability
to
meet
your
objec-ves?
1)
Extremely
confident
2)
Confident
3)
Suddenly,
I
wonder
4)
Not
confident
at
all
5)
I
refuse
to
answer

13. Confident
usually
means
“looking
gooood”

14. Good
looking
in
Hermés,
but
uAerly
useless
online

15. Ques3on
!
How
many
hours
does
it
take
for
you
and/or
your
team
and/
or
agency
to
create
a
standard
webpage?
1)
Less
than
1
hour
2)
1
-­‐3
hours
3)
4-­‐7
hours
4)
8-­‐11
hours
5)
More
than
11
hours

16. Nurture
and
care
for
key
pages
the
way
you
would
care
for
your
baby

17. The
simplified
flow
Define
purpose
Decide
MWR’s
Add
content
Check
SEO
score
and
adjust
Add
MWR’s
links
Test
look
&
feel
+
op3mize
Evaluate,
adjust
and
run
again
Adjust
again
and
run
again
A/B
Test
run
traffic
to
page

18. How
not
to
do
when
you
hit
it
Big
Time
through
SEO

19. Should
have
created
an
op=mized
page
as
opposed
to
retaining
the
blog
post
format
See
page
here
hFp://www.michaelleander.me/blog/facebook-­‐engagement-­‐rate-­‐benchmark/

20. If
you
want
to
be
a
top
performer,
stop
your
“templa-zed”
approach
>
Each
page
on
your
website,
blog
or
e-­‐commerce
plajorm
serves
a
purpose.
>
Different
purposes
oken
requires
different
approaches.
Standards
some3mes
gets
in
the
way
of
maximum
success
>
If
a
page
aFracts
great
traffic,
consider
op3mizing
it
towards
your
MWR’s

21. WHAT
IS
FRICTION
AND
HOW
DO
YOU
DEAL
WITH
IT?

22. What
to
do
about
fric=on?
• Remove
disturbing
elements
to
get
the
eye
to
focus
on
what
maFers
• Add
a
clear
hook
!
• Add
elements
that
will
help
the
visitor
(fully)
understand
your
proposi3on
Get
the
newsleWer
to
learn
more
about
how
you
avoid
fric-on:
hFp://michaelleander.com/newsleFer.html

26. WHICH
IS
GOOD
AND
WHICH
IS
BETTER?

27. Simple
is
not
always
the
best
choice
–
remember
the
trade-­‐off
!
(law
of
reciprocity)
See
the
page
here
hFp://michaelleander.com/newsleFer.html

28. How
to
structure
a
webpage
• Know
your
purpose
>
start
with
the
end
in
mind
• Define
your
MWR’s
– Most
Wanted
Responses,
max.
3-­‐5
• Remove
fric-on
and
resistance
– Think
about
your
web
template
–
is
it
in
the
way
of
achieving
your
objec3ve?
• Implement
the
MWR
call
to
ac-ons
consistently
throughout
your
website

29. MWR
=
Most
Wanted
Response
Using
MWR
think
about
what
you
1)
Most
want
people
to
do
2)
Second
most
want
people
to
do
3)
Third
most
want
people
to
do
Most
of
the
=me,
you
cannot
have
it
all.
And
you
cannot
sa=sfy
everybody.
You
must
make
a
conscious
choice.
A
choice
that
helps
you
achieve
your
specific
objec=ve.

30. Bad
MWR
Good
MWR

31. Which
is
(usually)
most
effec-ve?
Headline
on
top
or
below
picture?

32. Words
maAer
a
lot
more
than
you
think,
but
only
if
you
know
which,
why,
when
and
for
how
long

33. 70%
of
people
make
purchasing
decisions
to
solve
problems.
30%
make
decisions
to
gain
something.
Source:
Impact
Communica3ons

34. Thin
Which
problem
are
you
solving?
More
about
Steve
hFp://www.campaignlive.co.uk/
news/910967/

35. The
power
of
emo-onal
links
Click
here
or
click
here
Click
here
to
see
how
this
helps

36. Integrate
call
to
ac=ons
on
all
pages
85%
15%
Banner
and
text
links
are
on
the
same
web-­‐page

37. Think
about
text/copy
and
in
par=cular
headlines
and
their
Emo=onal
Marke=ng
Value
1. Slim
down
your
lead
acquisi3on
funnel
2. Improve
your
lead
acquisi3on
funnel
Link:
hFp://www.amins3tute.com/cgi-­‐bin/headline.cgi

38. Benefit
driven
headlines
• Emo3onal
Marke3ng
Value
(EMV)

39. Which
last
step
call
to
ac=on
(CTA)
buAon
is
more
effec=ve?
Get
my
thing
Get
your
thing
Wins
9
out
of
10
=mes

40. Pay
aAen=on
to
details
&
don’t
be
afraid
to
experiment,
don’t
be
afraid
of
failure
Create
a
culture
of
experimenta=on

41. ABOA
AAribute
Benefit
Objec=on
Answer
41

43. ABOA
exercise
for
lead
genera-on
#
AWribute
(feature
or
characteris-cs)
Benefit
(to
the
customer)
Objec-on
(why
isn’t
the
customer
interested)
Answer
(to
objec-on)
1
Free
webinar
Learn
about
…
It
is
just
a
sales
pitch
not
worth
my
-me
_____________
2
3
A
lead
genera3on
campaign
is
a
campaign,
which
leverages
a
combina3on
of
channels
to
acquire
qualified
leads.
The
measurement
is
typically
based
on
Cost
Per
Lead
or
the
beFer
Cost
Per
New
Customer
or
Cost
Per
Order

44. How
to
structure
a
homepage
for
maximum
response
and
success?

45. No
more
one
size
fits
all
–
no
more
pretending

46. Personalize
and/or
customize
the
online
experience

47. Dumb
sta-c
approach:
Homepage

48. Sta=c
approach
insight
driven:
What
does
your
visitor
want
to
do
next?

49. Model
for
content,
customiza-on
and
personaliza-on
planning

50. Can
your
visitors
FURDIC
?
– Find
– Understand
– Relate
– Do
– Interact
– Complete
(transac3on)

51. Can
your
audience
FURDIC
?
– Find
>
what
are
they
looking
for
and
why?
– Understand
>
what
do
they
need
to
understand
?
– Relate
>
what
might
they
relate
to?
– Do
>
what
would
they
like
to
do?
– Interact
>
how
and
when
would
they
like
to
interact
with
us?
– Complete
(transac3on)
>
what
would
they
want
to
complete,
or
how
would
they
like
to
transact?

52. FIND,
Serve,
Convert
Dynamic
Entry
page
Campaign
Google
Social

53. Am
I
in
the
right
place
?
Looks
for
signals
Finds
signal
quickly
No
signals
found
Good
experience

54. Use
commonsense
>
increase
your
conversion
rates
Banner
adver3sement
Landing
page

55. Fix
the
basics
before
you
aWempt
to
reinvent
the
wheel
!
90%
of
websites
in
India
haven’t
focused
the
founda6on
(yet)
and
90%
of
CMO’s
talk
to
impress
when
they
meet

56. Don’t
count
the
customers
you
reach
–
Reach
those
who
count

57. CALL
ME
+45
27
28
29
53
EMAIL
ME
Michael@michaelleander.me
TWEET
ME
@michaelleander