5 Steps to Harness the Power of Internet Marketing
The MiM 5 Step Process to Harness the
Dynamic Power of Internet Marketing
Thursday, June 24, 2010 1
Don’t you just love data?
Did you know...
• 76.3% of the US population are internet users at the end of
• 46.1 million mobile data users in the U.S. used mobile
search functions in the third quarter of 2007 with local
listings being the main objective.
• There are currently 461,580 users on Facebook. In Maine.
• There are 236,600 Facebook users within a 25 mile radius
of where you are now sitting.
Sources: Internet World Stats, Nielsen, Facebook
Thursday, June 24, 2010 2
The Bad News.
• A survey of B2B buyers only ﬁnd relevant content 42% of the time
• The lack of relevant content as perceived by buyers is responsible for
reducing the vendor's chance of closing the sale by 45%.
• Web sites not designed with customer goals in mind waste millions in
lost revenue and and higher customer support costs.
• Factors that limit a company's ability to boost overall Web site satisfaction
• Rising consumer expectations.
• Web site projects that don't actually
address customer needs.
• Failure to follow basic usability standards.
Sources:DemandGen, Genius.com, Forrester
Thursday, June 24, 2010 3
The (potentially) Good
• 95% of recent B2B purchasers said the solution
provider they chose “provided them with ample content
to help navigate through each stage of the buying
• To satisfy Web site visitors, online customer
experience professionals should ﬁnd and ﬁx known
usability ﬂaws, use personas to understand what
people really want from their site, design emotionally
engaging experiences that go beyond functional
design, and begin planning the online experience of
Thursday, June 24, 2010 4
Some more good news...
Source: Hubspot State of Inbound Marketing Report
Thursday, June 24, 2010 5
What you can (and should)
• Reduction in customer
• Increased conversion rates.
• Increase in retention rate.
• Increase of customer
Thursday, June 24, 2010 6
Is this all just theory?
Client case study: The FeedRoom.
• 76% reduction in
• Increase in conversion
rate from .68% to 4.3%
Thursday, June 24, 2010 7
A little more about me.
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Thursday, June 24, 2010 8
• What all businesses have in common.
• How the Internet has shifted marketing
• Why Internet marketing is still
• Some Internet marketing basic concepts.
• The purpose behind the MiM process and
why it is critical for results.
• The MiM 5 step process for success.
Thursday, June 24, 2010 9
3 Things that all businesses have in
1.All have an ultimate conversion goal (that can be
2.Each conversion requires a series of steps to help
visitors achieve that goal.
3.Each has visitor/audience have their own goals and
their own ways of accomplishing them.
Thursday, June 24, 2010 10
The Common Factor between
B2B & B2C.
• You are still selling
something and trying to
persuade someone (or a
group of) to take action.
• Both have a sales
• Hint: Only you care
about the sales process,
your potential customers
only care about WIIFM.
Thursday, June 24, 2010 11
If it looks like a duck, and quacks like a
duck....It's still marketing.
Your marketing strategy
still needs to address
Thursday, June 24, 2010 12
The landscape has changed.
Because the way people buy has changed.
Another challenge, understanding that your
• Control their experience
• Are goal oriented
• Are fragmented
• Want a self service environment (that’s why
they are online)
Thursday, June 24, 2010 13
The tactics have shifted.
You are here.
Thursday, June 24, 2010 14
Starting with some basics.
Decide what type of site you have (or want).
How does it ﬁt into your business model,
marketing plan, and sales process?
4 types of commercial sites (or a combination of )
1-E-Commerce. Goals: Increase sales, decrease marketing and
2-Content. Goals: Increase readership, level of interest, time on site.
3-Lead-generation. Goals: Increase and segment leads.
4-Self service. Goals: Increase customer satisfaction and decrease
Thursday, June 24, 2010 15
The purpose behind the
Thursday, June 24, 2010 16
It’s not just about marketing...
• You are creating a structure that makes testing,
measuring and optimizing on a continuing basis
• Makes project management easier and
simpler to follow.
• Helps non-technical people to lead and manage internet
• Creates a structure that non-experts can operate in.
• Allows organizations to capitalize on strengths while minimizing
weaknesses over time.
• Reduces overall marketing expense because you are able to get
more from existing trafﬁc.
Thursday, June 24, 2010 17
4. Measure & Test
Thursday, June 24, 2010 18
Determine current business
model and topography.
• Core Business Value
• Map Selling Process
• Determine Business KPIs
• Customer knowledge, need,
• Customer information &
decision making style.
• Map Buying Process
Thursday, June 24, 2010 19
The Goal Posts.
Your Sales Process Their Buying Process
Find Prospect Recognition of need (Attention)
Build Rapport Search for Info (Interest)
Qualify Leads Decide Next Step (Desire)
Present Proposal Purchase Decision (Desire)
Close Sale Purchase Decision (Action)
Post- Sales Eval Post- Purchase Eval (Satisfaction)
Thursday, June 24, 2010 20
Finding just the right spot
Thursday, June 24, 2010 21
• Deﬁne Personas, create
• Determine the tone of copy
• Identify the content strategy
needed for the persona
• Identify the tactics to drive into
• Wire frame the conversion
• Create the site map
• Align the keyword phrases to
• Map the points of measurement
Thursday, June 24, 2010 22
Thursday, June 24, 2010 23
The Garden is Planned
Thursday, June 24, 2010 24
• Create persuasive copy
• Create visual mock up of page levels
• Design in grey scale
• Design in with color
• Create in HTML
Thursday, June 24, 2010 25
4. Measure & Test
• Establish the new
• Run tests
• Report ﬁndings
Thursday, June 24, 2010 27
Advanced Metrics for Content &
Lead Generation sites
• Reject Rate- Home Page (or other
highest entry page
• Reject Rate- All Pages
• Repeat Visitor Share
• Heavy User Share
• Committed Visitor Share
• Committed Visitor Volume
• Visitor Engagement Index
• Scanning Visitor Share
• Scanning Visitor Volume
• Scanning Visitor Index
• Take Rate
Thursday, June 24, 2010 28
Advanced Metrics for E-Commerce sites
• Conversion Rate
• Average Order Amount (AOA)
• Sales Per Visit (SPV)
• Cost per Order (CPO)
• Cost Per Visit (CPV)
• Order Acquisition Gap (OAG)
• Order Acquisition Ratio
• Contribution Per Order (CON)
• Return on Investment (ROI)
Thursday, June 24, 2010 29
• Implement updates and
changes as needed from
measurement and testing.
• Reﬁne the strategy
according to results.
• Invest in the tactics with
the highest returns.
• Develop new content as
Thursday, June 24, 2010 30
How does your
marketing garden look?
Thursday, June 24, 2010 31