Bob DeStefano - How To Market Smart In A Down Economy

How to Market Smart in a Down Economy Presented by Bob DeStefano SVM E-Business Solutions

Bob DeStefano
President of SVM E-Business Solutions
Email address: [email_address]
SVM E-Business Solutions
An online marketing agency focused on delivering bottom-line results
Founded in 1995, we help industrial companies:
Attract targeted prospects
Generate sales leads and new revenue streams
Strengthen relationships with customers
Measure the return on all marketing investments
Web address: www.svmsolutions.com
Who I Am

Think of Marketing as an Investment
Embrace the Paradox of Niche Marketing
Make Your Website a Lead Generation Machine
Attract New Customers from Search Engines
Cherish Your Existing Customers
Measure Your Marketing ROI
Today’s Agenda Tips for Marketing Smart in a Down Economy

Tip # 1: Think of Marketing as an Investment Marketing is not an Expense. It’s an Investment.

Tip # 1: Think of Marketing as an Investment Marketing Should Produce a Return in Four Ways
Attract new customers
Get existing customers to spend more
Get existing customers to come back regularly
Get existing customers to refer new business

Tip # 2: Embrace the Paradox of Niche Marketing The Smaller Your Target Market… … the Bigger Your Opportunity

Tip # 2: Embrace the Paradox of Niche Marketing The Benefits of Focusing on a Niche
You have fewer competitors
You become a specialist
Your position becomes stronger
Your reputation spreads rapidly
Your marketing is more effective
Your marketing is less expensive

Tip # 2: Embrace the Paradox of Niche Marketing How to Identify Your Niche
Industry
Geography
Job function or role in company
Demographics
Psychographics

Tip # 2: Embrace the Paradox of Niche Marketing Qualities of an Ideal Niche
They have a specialized need or interest
Your offering satisfies their need or interest
They have money to spend
They are willing to spend money to satisfy this need
They are easy to reach
The niche is large enough to support your business

Identify Small Website Fixes That Payoff Big Tip # 3: Make Your Website a Lead Generation Machine

Tip # 3: Make Your Website a Lead Generation Machine It’s Not About You – It’s About Your Customers
A Customer-focused Website:
Speaks directly to each member of your target audience
Provides content & features that address your customers’ needs
Educates and builds trust
Persuades visitors to take action
Makes it easy for customers to do business with you

Industry
Geography
Job function or role in company
Demographics
Psychographics
Tip # 3: Make Your Website a Lead Generation Machine Clearly Identify Your Niche Audiences

Understand Their Motivation for Visiting Your Website
People are not visiting your Website to kill time
Understand their unique needs and motivations
What are they looking for?
What do they hope to accomplish?
Tip # 3: Make Your Website a Lead Generation Machine

Make Strategic Use of Your Home Page Tip # 3: Make Your Website a Lead Generation Machine
Welcome your visitors
Clearly communicate your capabilities and solutions
Guide target audiences through your site
Don’t treat your homepage like a book cover

Package Content for Your Customers Tip # 3: Make Your Website a Lead Generation Machine
Package content for your niche audiences
Focus on customer’s needs and motivations
Offer content that provides the solution they are seeking

Speak Your Customer’s Language
Have a conversation with visitors
Avoid industry jargon and company-speak
Speak to their needs, not yours

Don’t just sell – educate
How to’s and best practices
Turn your Website into a resource center
Tip # 3: Make Your Website a Lead Generation Machine Offer Educational Content in Addition to Products/Services

Update Your Website on a Regular Basis
You need a fresh and relevant Website
Take a critical look at your Website at least monthly
Add or remove information to improve its value

Optimize Your Site for Lead Generation & Online Sales
Don’t rely on your ‘Contact Us’ page
Pepper your Website with calls to action

Optimize Your Site for Lead Generation & Online Sales Tip # 3: Make Your Website a Lead Generation Machine

Offer ‘Calls to Action’ that Appeal to Prospects at Every Stage of the Buying Cycle
Encourage pre-sales questions
Online chat to reach out to sales people
Register to access "premium content"
Registration for seminars, webinars or events

Keep Your Online Forms Short and Simple
Ask for basic contact information
Don’t try to qualify prospects with your forms

Prominently Display Your Phone Number
Many prospects prefer to call
Use a unique phone number for tracking
800 866 877 888 Tip # 3: Make Your Website a Lead Generation Machine

Have a Process in Place to Ensure Immediate Follow-up
Shorten the follow-up time
CRM systems can help

Tip # 3: Make Your Website a Lead Generation Machine Have a Process in Place to Ensure Immediate Follow-up High Tech Low Tech

Tip # 4: Attract New Prospects with Search Prospects Are Searching For You – Attract Them

Tip # 4: Attract New Prospects with Search What is Search Engine Marketing?
Attracts targeted visitors by increasing online visibility
80% of Web customers begin by using search engines
Two types of search results:
Organic results
Paid results

Tip # 4: Attract New Prospects with Search What is Search Engine Marketing? Organic Search Results
AKA “natural” results
Draws 75% of the clicks
Ranking is determined by:
Relevancy
Link popularity
You earn your way in

Tip # 4: Attract New Prospects with Search What is Search Engine Marketing? Paid Search Results
AKA “pay-per-click”
Draws 25% of the clicks
Ranking is determined by:
Bid amount
Relevancy
Budget
You buy your way in

Tip # 4: Attract New Prospects with Search Perform Keyword Research Search Engine Traffic Speak your customer’s language Words used by your customers Words used on your Website and search ads

Tip # 4: Attract New Prospects with Search Perform Keyword Research
Begin this process by brainstorming
Then, turn to the available research services
Brainstorm Research

Tip # 4: Attract New Prospects with Search Optimize Your Website
The process of designing, writing and coding your Website to maximize your rank in the organic results
WORDS AT WORK

Tip # 4: Attract New Prospects with Search Optimize Your Website How People See Your Website How Google Sees Your Website

Create a keyword plan for your Website
Assign each phrase to the most appropriate page
Ideally, one keyword phrase per page
Create great, keyword-rich copy
Use the keyword phrase throughout the entire page
Be descriptive
Leverage different forms of keyword phrases
Link between pages

Code for success
Make sure your Website is ‘crawlable’
Create killer ‘Title’ tags
Create meaty ‘Meta’ tags

Code for success
Make sure your Website is ‘crawlable’
Create killer ‘Title’ tags
Create meaty ‘Meta’ tags
Use keywords in directory & file names
Use keywords in ‘Alt’ tags for images
Avoid ‘black hat’ techniques

Tip # 4: Attract New Prospects with Search Get Your Site Indexed by the Search Engines
Make sure all pages are in Google
Perform an ‘Advanced Search’
Search ‘within a site or domain’
Submit your Website to the major search engines
Setup a Google sitemap
Google Webmaster Tools

Tip # 4: Attract New Prospects with Search Build Inbound Links to Your Website
The process of acquiring relevant, popular inbound links to your Website
The more relevant incoming links, the higher your organic ranking

Tip # 4: Attract New Prospects with Search Build Inbound Links to Your Website
Assess and improve your current inbound links
Create link-worthy content
Offer useful educational content on your Website
Get listed in industry and topical directories
Review your competitor’s links
Yahoo Site Explorer
Build links with online public relations
Distribute articles and press releases online

Tip # 4: Attract New Prospects with Search Run a Results-Focused Paid Search Campaign
Attract targeted search engine traffic immediately with pay-per-click advertising

Advertising in the paid search results
A ‘pay-for-performance’ model
Fees begin at $0.10 per click
Ads are text-based with character limitations
Bids are managed via a 24x7 online auction
Each ad network is managed separately

You can manage:
Keywords phrases
Keywords bids
Daily budget
Ad copy
Geographic location
Time of day

Keys to successful paid search campaigns:
Bid on relevant keywords
Tie your bidding strategy to results
Write relevant ad copy
Include a ‘call to action’ in the ad
Send people to a relevant and unique landing page
Test, test and test again

Tip # 5: Cherish Your Current Customers Your Customers are Your Most Valuable Marketing Asset

Tip # 5: Cherish Your Current Customers Help Them Succeed
Produce an educational email newsletter
Provide timely articles that solve problems
Demonstrates to customers that you’re here to help
Nurtures and strengthens relationships with customers
Builds trust in your company

Tip # 5: Cherish Your Current Customers Help Them Succeed
Create compelling, actionable educational content:
“ How to” articles
Industry trends
Best practices
Successful strategies
Entice readers to take action

Tip # 5: Cherish Your Current Customers Offer Targeted Promotions
Surprise your customers with unexpected, one-time deals
You’ll get through these tough times together
Look for cross-selling opportunities

Tip # 5: Cherish Your Current Customers Establish a Referral Program
Your customers can be your best salespeople
Offer an incentive for customers to send business your way
Possible incentives:
Discounts on future orders
Gift cards

Tip # 6: Measure Marketing Results Gauge Your Marketing Success

Measure Your Website Success
Web Analytics - Software that reports on Web visitor behavior
Used to measure how well your Website works towards achieving business objectives
Setup a free Google Analytics account
google.com/analytics
Tip # 6: Measure Marketing Results

Key metrics to track:
Unique & repeat visitors
Number of pages viewed
Visit duration
Content popularity
Paths through your Website
Goals for lead generation
Measure Your Website Success Tip # 6: Measure Marketing Results

Measure Your Organic Search Marketing Success
Track your organic search ranking
Track the position of your Website in the search engines
See where your site ranks compared to your competition
Inexpensive software can help you easily do this

Track traffic generated from search engines
Top search engines
Top keywords
Referring sites
Paths through Website
Goal completion by search engine and keyword
Measure Your Organic Search Marketing Success Tip # 6: Measure Marketing Results

Measure Your Paid Search Advertising Success
Setup ‘conversion tracking’ in Google Adwords
Track paid search results in Google Analytics
Top search engines
Top keywords
Cost per visit
Paths through Website
Goal completion by keyword
Cost per lead

Measure Your Email Marketing Success
Most email marketing systems provide great reports
Key Metrics:
Messages sent
Message open rate
Bounced messages
Unsubscribes
Click-through rate
Conversion rate

Measure All Marketing Success Tip # 6: Measure Marketing Results Print Advertising Direct Mail Search Marketing Banner Ads E-Newsletter (888) GET-LEADS Unique Toll-free Numbers Company Website Marketing ROI Reports Marketing Analytics System MarketingMeter.com

Free Online Marketing ‘How To’ Guides
Provide us with your contact information
Call 877-786-3249 x3
Email [email_address]
Visit www.svmsolutions.com
Thank you for participating!

Free Website Analysis Thank you for participating!
Provide us with your contact information
Call 877-786-3249 x3
Email [email_address]
Visit www.svmsolutions.com

Thank you for participating! Bob DeStefano President SVM E-Business Solutions Email: [email_address] Phone: 1-877-786-3249 x3 Web: www.svmsolutions.com

Bob DeStefano - How To Market Smart In A Down Economy

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