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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
    Advanced Strategies

    Derek Brown
    Managing Director
    Pronto Market...
Quick Introduction
     Founder - Pronto Marketing
       Focus on IT services marketing
       125+ clients; US, CA, UK, ...
Lead
                                    Website
              Generation            Fundamentals
           



       ...
Website
                    Lead                                 Website
                  Generation            Fundamen...
Step 1



    Your prospect is a click away from goodbye




6
7
    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...
Page Architecture for SEO & Conversion




9
Clear Call to Actions




10
Strive for a
      clarity of
      message.

 What is this site
    about?

      What can I
     accomplish?

  What are...
Pronto Marketing’s website
     with ClickTale analytics.




12
Mouse Move
     Similar to eye-
     tracking




13
Mouse Click

     What we do 21.9%


     Next Steps 2.6%


     Banner 12.6%


     Examples 17.2%




14
Scrolling




15
16
Mouse Move
     Similar to eye-
     tracking




17
Next Steps

     14.6% click on
     Sign-Up Now

     0% More Info




18
Room to Improve
      Build on “What We Do”
      Move the Example sites up to a
      hot area
      Blog is balanced at ...
20
21
22
Step 2




23
24
     Engaging professional services firms. © The Economist Intelligence Unit Limited 2008
2 Objectives: “Pack” & Organic


     10 Pack!




     Organic




25
          Learn More: http://support.prontomarketin...
Beyond the 10 Pack Basics
         Addresses in sync – all sources
         Physical Address – no PO Boxes
         Local ...
Page Relevance
         versus
       Page Rank



27
Relevance: Keyword Strategies
 USA monthly searches:
 300,000 “IT Support”
 30,000 “Technology Service”
 Consider
 1. Comp...
Rank Tips: Two Options
      Option #1 Pay a lot of money
      Option #2 Do a lot of work
        Reviews, Blogs, Clients...
Step 3



     Relationships, Engagement, SEO




30
• Strong preference for
      E-mail & Newsletters

     • Overall, online and digital
      content is the preferred
    ...
Learn what your
     audience likes
                    Insightful &
                    Actionable

     Interesting…



...
"Mommy, Where Does Content Come From?"
     11 Easy Ways to Create Great Stuff
     1. Think small.
     2. Think really s...
Pronto Marketing
     Getting online marketing in gear for Microsoft Partners

     Derek Brown
     derek@prontomarketing...
© 2008 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be...
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5W25 Building Your Online Marketing Engine Advanced Strategies Derek Brown Feb 3, 2010

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Transcript of "5W25 Building Your Online Marketing Engine Advanced Strategies Derek Brown Feb 3, 2010"

  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 Advanced Strategies Derek Brown Managing Director Pronto Marketing 2
  3. 3. Quick Introduction Founder - Pronto Marketing Focus on IT services marketing 125+ clients; US, CA, UK, HK, AU Team of 11 FTE + ~10 Freelancers 12+ Years at Microsoft BMO Director Microsoft Thailand Director Product Management 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. Website Lead Website Generation Fundamentals  Optimization Search- Blogging & Social Getting to Networking the Top  Content The Search Development Monthly Strategies Newsletter  5
  6. 6. Step 1 Your prospect is a click away from goodbye 6
  7. 7. 7 Engaging professional services firms. © The Economist Intelligence Unit Limited 2008
  8. 8. “ 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 8
  9. 9. Page Architecture for SEO & Conversion 9
  10. 10. Clear Call to Actions 10
  11. 11. Strive for a clarity of message. What is this site about? What can I accomplish? What are the Call to Actions? 11
  12. 12. Pronto Marketing’s website with ClickTale analytics. 12
  13. 13. Mouse Move Similar to eye- tracking 13
  14. 14. Mouse Click What we do 21.9% Next Steps 2.6% Banner 12.6% Examples 17.2% 14
  15. 15. Scrolling 15
  16. 16. 16
  17. 17. Mouse Move Similar to eye- tracking 17
  18. 18. Next Steps 14.6% click on Sign-Up Now 0% More Info 18
  19. 19. Room to Improve Build on “What We Do” Move the Example sites up to a hot area Blog is balanced at 11% between menu and highlights – keep it. Work on better visibility for the testimonial – perhaps build into the banner. Close the sale on Next Steps 19
  20. 20. 20
  21. 21. 21
  22. 22. 22
  23. 23. Step 2 23
  24. 24. 24 Engaging professional services firms. © The Economist Intelligence Unit Limited 2008
  25. 25. 2 Objectives: “Pack” & Organic 10 Pack! Organic 25 Learn More: http://support.prontomarketing.com/forums/89170/entries/79219
  26. 26. Beyond the 10 Pack Basics Addresses in sync – all sources Physical Address – no PO Boxes Local Phone number – not 800 hCard microformat Industry and Local keywords in both title and description. Don’t stuff! Business Details – have complete information Listings in Local, Vertical Directories create citations Digital Media in the listing – the more the merrier Geo-tag photo – see http://picasa.google.com Create KML & KMZ files in Google Earth Reviews – manage and get good ones 26
  27. 27. Page Relevance versus Page Rank 27
  28. 28. Relevance: Keyword Strategies USA monthly searches: 300,000 “IT Support” 30,000 “Technology Service” Consider 1. Competitive landscape 2. Distance 3. Population Density 4. Local nomenclature 5. Long –tail industry keywords Don’t chase after keywords you can’t win, win the keywords you chase after. 28 Learn More: http://support.prontomarketing.com/forums/89170/entries/79720
  29. 29. Rank Tips: Two Options Option #1 Pay a lot of money Option #2 Do a lot of work Reviews, Blogs, Clients, Organizations, PR Quality Matters– the Page Rank of the referring site Inbound links you manage use local and industry keywords not your company name 29
  30. 30. Step 3 Relationships, Engagement, SEO 30
  31. 31. • Strong preference for E-mail & Newsletters • Overall, online and digital content is the preferred media for communication 31
  32. 32. Learn what your audience likes Insightful & Actionable Interesting… 32
  33. 33. "Mommy, Where Does Content Come From?" 11 Easy Ways to Create Great Stuff 1. Think small. 2. Think really small. 3. Bundle. 4. Record presentations or speeches. 5. Post presentations on SlideShare. 6. Chat with customers. 7. Interview luminaries. 8. Share real-time photos. C 9. Ask customer service. 10. Go behind-the-scenes. 11. Bust silos. Thank you! Ann Handley, Chief Content Officer, MarketingProfs 33 http://www.openforum.com/idea-hub/topics/marketing/article/mommy-where-does-content-come-from-11-easy-ways-to-create-great-stuff-ann-handley
  34. 34. Pronto Marketing Getting online marketing in gear for Microsoft Partners Derek Brown derek@prontomarketing.com 1-800-476-1828 www.prontomarketing.com 34
  35. 35. © 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. 35
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