Transcript of "Direct & Digital Marketing Power Up webinar"
| Power Up Your Direct & Digital MarketingWeb seminar with Michael LeanderSee other free Markedu webinars here 1
This presentation wasgiven at a Markedu web seminar to marketers from 20+ countries If you don’t know Markedu and their free marketing & branding web seminars check them out here It was presented by Michael Leander – you can meet him here and on Twitter here
My observation- Too much distraction- Not enough focus on now- Marketers indifferent aboutthe fundamentals and toofocused on new & interestingstuff- If the going gets tough, anaverage marketer ”gets going”
There is a difference between knowing the path and walking the pathPower Up Your Direct & DigitalMarketing: Focus on basics and excellent execution
When you feel how depressingly slowly you climb, its well to remember that
Things Take Timeand often 3-5 times longer than expected
Focus – ask yourselfIf you were given 5 hours each week to focussolely on improving one specific area of yourmarketing mix, what would you focus on? Why?
Today we will cover• Find gain in pain - introduction• The Walk-in-the-Park onsite web marketing technique• Digital customer/prospect profiling onsite and via forms• How to read your web analytics• Multichannel marketing ROMI• Best of class marketing management tips
Significant changes for marketersTransparencyRelevancy8 second ruleCustomer intimacyMultichannel mix
Consumers are exposed to 3.0006.000 marketing messages every day mobile marketing user generated content email marketing Enterprise 2.0 customer experienceRSS feeds marketing web 2.0 permission marketingcommunities conversations TV COMMUNICATION OVERLOAD The Moment of truth push/pull web 3.0 Word of Mouth RELEVANCE FREQUENCY RECENCY SOCIAL NETWORKING 13
Spam lives everywhere• Search spam• Email spam including identity ”theft”• Comment spam• Social media spam• Social network spam• ... What does that mean to you as a marketer?• Does it affect any change in the behavior of your audiences?
Short attention span, loads of intrusion- how do you cut through the clutter?
A guide to approach your internetmarketing presence – some key questions • What are you trying to accomplish? Objective • Long term and short term • Your target audience? Research • What do you need to take into consideration? • Which sort of digital presence? Presence • Why? • How are you going to drive traffic to your digital Traffic properties? • How are you going to get business online? Convert/serve • How can you serve your customers online? • When you are successful – how can you expand Expand your presence and why? 21
The journey starts off site – make it effectiveBanner
The Walk in the Park1. Clearly defined navigation paths2. Your MWR’s – Most Wanted Responses3. Be a guide to help your visitors go from A to Z4. Implement call to actions consistently5. Measure the effect and re-do if results are poor6. Remember No Sex on the First Date
Keep the funnel in mind• Align the buying process withyour sales process• What is the Most WantedResponse you want from visitors?• What is the second MostWanted Response?
This is not a parallel process! Arrive at first Seek more Get detailed Search Action page info info Compelling reason to go further -- Action wanted: MWR 1,2 or 3
The AIDA in practice Home page or Call to actions Compelling product home page message Product home Call to actions Benefit driven detailsCall to actions Product details Full story with all the bells and whistles
How many call to actions?..and how do youdecide which onesare relevant?- Think outside -> in !– Know thy targetaudience anddifferent personas /types
Let’s do a couple tests1. The 8 second rule• http://www.markedu.com/masterclass/conversion-rate-optimization/home.html• http://www.microsoft.com/en-us/default.aspx• http://www.quelle.de/• http://albeck-zehden.de/• Yours?2. The MWR test• http://www.michaelleander.com/ home page• http://www.michaelleander.com/get-started/email-marketing-audit/ inner page• http://www.markedu.com/masterclass/marketing-roi/home.html• Yours?
Some simple rules to follow1. Fresh start here – Define your MWR’s – Define the ideal flow (from homepage to action) – Re-write your call to actions on every single page – Think about the visitors buying process • When the visitor is here, which other questions may the visitor have at this point? • What would be helpful to know in order to be able to make a decision to act at this point?
Journalist or effective copy?• Find 7 things to improve immediately on this webpage
Who is the most important person in the world?
When you write, consider• Benefit driven headlines, not descriptions• Experiment with headlines 2,3 or even 4 lines long and in different colors, bold/italic etc.• Compelling copy about YOU (the reader) – use You at least 3 times more than we or us
Last input for todayPut some emotion into your links – Using ”Read more” is far less effective than – See how this can save you money or – Go here to learn why others liked this so much
Test ---> Write anemotional link text leading to this pageafter I giveyou a quick briefing
The amateurs copy writing tip• Still in top 10 most powerful words – Free, Easy, Save, New, Proven, Results, Guarantee• Still an effective way to start a sentence – Most people.... (most people prefer this) – Other people like you (also bought this) – Listen (listen to this and see how much..)• Still most underutilized yet highly effective – This offer expires on this date – Only 17 left
Profiling – quick version• In forms to acquire knowledge about your leads/prospects/audience• On website to increase pages viewed pr. visit and decrease bounce rate
Profiling on your website• Define personas (groups of people alike) – What are the characteristics of different types of people coming to your website? – Divide these into 3,4,5 groups – Identify the common denominators for each group? • E.g. Interested in the financial aspects, interested in the technical aspects – Organize a Walk in the Park structure, write content and go!
Avoid common data acquisitiontactics mistakes Only name and email address?(c) Michael Leander Nielsen, 43
I give you somethingYou give me something (c) Michael Leander Nielsen, 44 2008
Example – furniture retailer• First implemented in2005• Outperformed all othersignup forms• 99% of all profiles arecomplete- The text Sex Birth yearWin 1.000 each month Children atTell us about yourself homeand get a chance to win Type of housingthe prize.You participate for aslong as you are asubscriber. 45
Basic profile What to ask for at point of Stimulate Expand profile registration? Add behavioral Add transactional(c) Michael Leander Nielsen, 462008
First + last NameMy B2B profile Email My B2C profile Position? Mobile # Influence? Male 39-45 yrs. Old Married (wife) Size of company Kids (#, sex, age) Budget for X Annual use of Y Income (no) Assets Bying process Property When, how CFO’s Lifestyle Soft data Preferences Preferential Status of X information Basic Demographics Basic A press photo conceptualized by Affluent demographics a German creative who spent too much neighbourhood? time in Berlin….(c) Michael Leander Nielsen, 47
THE TRADEOFF: Quality or Quantity? Bad expert advice: Only ask for 5, 7 pieces of information at point of sign-up Good expert advice: Amount of information people are willing to give you depends on the attractiveness of your offer and where the person is in the buying process(c) Michael Leander Nielsen, 482008
What is essential for you to know aboutyour target audience? Interaction data Attitudinal data - Offer/order - Opinions - Click behavior online - Preferences - Response behavior - Needs - Referral behavior - Desires Personal data Historic data • Attributes • Orders • Characteristics • Transactions • Misc. info • Usage history • (Geo)demographics • Payment history 49
Learn more about this topicMichael Leander is an internationalmarketing speaker. He has spoken in 35+countries and at countless webinars..Find him herehttp://www.twitter.com/michaelleanderSpeaking: http://www.michaelleander.meConsulting: http://www.michaelleander.comEmail: firstname.lastname@example.org