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5W/25 Partner Training
Partners Webcast Series

 “Focused on Growing
    your Business”
    www.mssmallbiz.com/training
Building Your
    Online Marketing Engine

    Derek Brown
    President
    Pronto Marketing


2
Quick Introduction
     Founder - Pronto Marketing
       Focus on IT services marketing
     12+ Years at Microsoft
     ...
Lead
                                    Website
              Generation            Fundamentals
           



       ...
Step 1



    Your prospect is a click away from goodbye




5
6
    Engaging professional services firms. © The Economist Intelligence Unit Limited 2008
“
    Unless the first impression is favorable,
    visitors will be out of your site before they
    even know that you m...
A




8
B




9
You tell me…




     A                  B

10
Which site better projects
     a more professional image?




11
Before




12
After
     1. Immediate visual
     2. Clear organization
     3. Solid messages in
          3 functional areas
     4.  ...
Messaging – Write like you talk…




14
15
Checklist: What You Must Do
      K.I.S.S.
        Make a professional first impression
        Clean design with clear or...
Step 2



     Getting Ranked When it Matters




17
18
     Engaging professional services firms. © The Economist Intelligence Unit Limited 2008
Search Resources
      Microsoft Program – gets your started
      Remember SEO is not Set & Forget!




19
Search Marketing – Organic & Paid




20
The 10 Pack – Los Angeles




21
10 Pack – Long Tail




22
23
24
Page Relevance
         versus
       Page Rank



25
Relevance = Keywords & Content
      Get your keywords right
        Local: know your vernacular
        Core: IT, compute...
5 Relevance Must Do’s
     1. Title Tag - SERPs weigh title tags very highly
          Keep to 70 characters, different fo...
Local Keywords
      Make an exhaustive list – and use it!
        Seattle
          Belltown, Green Lake
          King, ...
Local: Getting on the 10 Pack
      Do the “Must Do’s +
        Address on every page
        800# is OK, local is better
...
Rank Tips
      This is the really hard work…
        Reviews
        Blogs
        Contribute
        Clients
        Org...
Step 3



     Essential relationship marketing




31
• Strong preference for
      E-mail & Newsletters

     • Overall, online and digital
      content is the preferred
    ...
Newsletter 3 C’s
      Consistency – 7+
        Timing
        Design
        From, Subject, Voice
      Content
        Y...
34
35
36
37
38
Production Tips
       Always be collecting content
       Remember “New to You”
       Get a good Email Service provider
...
Step 4



     Why you need to find the time




40
“
     “
     I just asked. I literally sent them
     out to everyone on my contact list.
41
Blogging – no time, no reason
     1. Blogging Improves Your Company’s Reputation
     2. Blogging Increases Your Website ...
43
Step 5




     Wanting it and being ready are different



44
Questions to Ask Yourself
      Are there the resources and focus over time?
      Can you track and measure results?
    ...
46
47
Snail Mail Marketing
      Consistency always trumps everything else
      Don’t do what you can’t sustain
      Quality l...
Email Marketing
      What is Spam?
        When you send an email to someone you don't know (such as to the
        presi...
Pay Per Click – get some help
                      Example: Google, Bing
                      Make a small but consisten...
Bonus Topic



     What you don’t know can hurt you




51
52
Physician Reviews – The Impact
      82% of patients have searched or researched
      a physician online
      90% of con...
54
Start paying attention and
     being proactive with your
     reputation management.



55
Lead
                                     Website
               Generation            Fundamentals
            

      ...
57
Pronto Marketing
     Managed Services for Marketing

     Getting online marketing in gear for Microsoft Partners

     w...
© 2008 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be...
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5 W25 Webcast Building Your Online Marketing Derek Brown

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Presentation for Microsoft 5W/25 series on marketing for IT Consultants and Managed Services Providers.

Pronto Marketing provides online marketing for IT Consultants and Managed Service Providers.

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Transcript of "5 W25 Webcast Building Your Online Marketing Derek Brown"

  1. 1. 5W/25 Partner Training Partners Webcast Series “Focused on Growing your Business” www.mssmallbiz.com/training
  2. 2. Building Your Online Marketing Engine Derek Brown President Pronto Marketing 2
  3. 3. Quick Introduction Founder - Pronto Marketing Focus on IT services marketing 12+ Years at Microsoft BMO Director Microsoft Thailand Director Product Management Windows SBS Director WW Marketing Mobile Devices Also tech start-ups, TechData and more… Adjunct Professor Digital Marketing Strategies 3
  4. 4. Lead Website Generation Fundamentals  Search- Blogging & Social Getting to Networking the Top  The Monthly Newsletter  4
  5. 5. Step 1 Your prospect is a click away from goodbye 5
  6. 6. 6 Engaging professional services firms. © The Economist Intelligence Unit Limited 2008
  7. 7. “ Unless the first impression is favorable, visitors will be out of your site before they even know that you might be offering more than your competitors,” Gitte Lindgaard Carleton University Ottawa, Canada 7
  8. 8. A 8
  9. 9. B 9
  10. 10. You tell me… A B 10
  11. 11. Which site better projects a more professional image? 11
  12. 12. Before 12
  13. 13. After 1. Immediate visual 2. Clear organization 3. Solid messages in 3 functional areas 4. Good local SEO; title tag and copy 5. “Call to Action” links 6. Trust Symbols 7. Lead Generation 13
  14. 14. Messaging – Write like you talk… 14
  15. 15. 15
  16. 16. Checklist: What You Must Do K.I.S.S. Make a professional first impression Clean design with clear organization Trust symbols – a pictures worth 1000 words Invest in a little good content Address pain points and benefits – not technology If you can’t keep it current – don’t have it Get a real web copy writer to help out SEO That’s next… 16
  17. 17. Step 2 Getting Ranked When it Matters 17
  18. 18. 18 Engaging professional services firms. © The Economist Intelligence Unit Limited 2008
  19. 19. Search Resources Microsoft Program – gets your started Remember SEO is not Set & Forget! 19
  20. 20. Search Marketing – Organic & Paid 20
  21. 21. The 10 Pack – Los Angeles 21
  22. 22. 10 Pack – Long Tail 22
  23. 23. 23
  24. 24. 24
  25. 25. Page Relevance versus Page Rank 25
  26. 26. Relevance = Keywords & Content Get your keywords right Local: know your vernacular Core: IT, computer, network, support, service Vertical: Dental, Dentrix, Insurance Secondary Small Business Specialists, Microsoft Gold, SonicWall Keep your content fresh – blog baby, blog. 26
  27. 27. 5 Relevance Must Do’s 1. Title Tag - SERPs weigh title tags very highly Keep to 70 characters, different for every page 2. Header Tags <H1> <H2> = Google thinks “important” 3. Body Copy Reinforce core + geos, terms and certifications 4. Image Alt and Link Text “click here” doesn’t help 5. Meta Description Won’t hurt, probably won’t help 27
  28. 28. Local Keywords Make an exhaustive list – and use it! Seattle Belltown, Green Lake King, Kitsap West Seattle Eastside, Bellevue, Redmond Seatac Puget Sound Northwest WA 28
  29. 29. Local: Getting on the 10 Pack Do the “Must Do’s + Address on every page 800# is OK, local is better Register with Google Local Business Directory Include keywords in your title Include keywords in your listing Same for Bing, Yahoo!, etc. Get more inbound links and recommendations Reviews (more on this) 29
  30. 30. Rank Tips This is the really hard work… Reviews Blogs Contribute Clients Organizations PR 30
  31. 31. Step 3 Essential relationship marketing 31
  32. 32. • Strong preference for E-mail & Newsletters • Overall, online and digital content is the preferred media for communication 32
  33. 33. Newsletter 3 C’s Consistency – 7+ Timing Design From, Subject, Voice Content You don’t need a book 2-3 articles is fine Call to Action 1-2 specific actions Services Offer, Referral, Free Assessment 33
  34. 34. 34
  35. 35. 35
  36. 36. 36
  37. 37. 37
  38. 38. 38
  39. 39. Production Tips Always be collecting content Remember “New to You” Get a good Email Service provider Use a good, provided, HTML template Do not do yourself unless you’ll test Measure, test, measure… Don’t expect instant wins – drip marketing takes time and consistency. One new client will pay for the program. 39
  40. 40. Step 4 Why you need to find the time 40
  41. 41. “ “ I just asked. I literally sent them out to everyone on my contact list. 41
  42. 42. Blogging – no time, no reason 1. Blogging Improves Your Company’s Reputation 2. Blogging Increases Your Website Traffic 3. Blogging Improves Your Business Insight In a nutshell, blogging brings a whole new dimension to business presence in the vast World Wide Web, making you more accessible 42
  43. 43. 43
  44. 44. Step 5 Wanting it and being ready are different 44
  45. 45. Questions to Ask Yourself Are there the resources and focus over time? Can you track and measure results? Do you have lead capture engines? Is your CRM system and process in place? Do you have a plan for lead nurturing? 45
  46. 46. 46
  47. 47. 47
  48. 48. Snail Mail Marketing Consistency always trumps everything else Don’t do what you can’t sustain Quality lists – hopefully with sales support Clear call to actions Connect to your website A constant postcard campaign may get you the highest ROI (“TCO” perspective) 48
  49. 49. Email Marketing What is Spam? When you send an email to someone you don't know (such as to the president of a company you'd like to become your client), that's an "unsolicited" email. Sending one unsolicited message to someone is obviously not spam. That's "doing business.” But when you send an unsolicited email to an entire list of people you don't know, that's spam. Assume that quality opt-in list are not for sale Use unsolicited email carefully and thoughtfully Build your own opt-in list 49 http://www.mailchimp.com/page/terms/
  50. 50. Pay Per Click – get some help Example: Google, Bing Make a small but consistent investment 50
  51. 51. Bonus Topic What you don’t know can hurt you 51
  52. 52. 52
  53. 53. Physician Reviews – The Impact 82% of patients have searched or researched a physician online 90% of consumers trust reviews and recommendations of other patients 58% of your prospective patients will make an appointment with your competitor after seeing negative reviews of your practice 53 http://www.merchantcircle.com/blogs/CEILA.Company.866-500-2044/2009/6/Doctors-Guide- To-Managing-Negative-Patients-Reviews/261322
  54. 54. 54
  55. 55. Start paying attention and being proactive with your reputation management. 55
  56. 56. Lead Website Generation Fundamentals   You Search- Blogging & Social Getting to Networking the Top  The Monthly Newsletter  56
  57. 57. 57
  58. 58. Pronto Marketing Managed Services for Marketing Getting online marketing in gear for Microsoft Partners www.prontomarketing.com Derek Brown 1-800-476-1828 58
  59. 59. © 2008 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION. 59
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