Web Marketing Focus Group
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Web Marketing Focus Group

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This is the presentation that I gave at my company\'s partner summit. I provided some strategies to improve their web marketing, and got some feedback on some upcoming web programs. ...

This is the presentation that I gave at my company\'s partner summit. I provided some strategies to improve their web marketing, and got some feedback on some upcoming web programs.

Big thanks to Garr Reynolds and his Presentation Zen book for the inspiration!

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Web Marketing Focus Group Web Marketing Focus Group Presentation Transcript

  • Gary Ware – Web Marketing Manager Web Marketing Focus Group
  • THANK YOU!
  • The WEB SHOULD be the EPICENTER for all MARKETING ACTIVITIES WWW
  • “ ” - Thomas Stewart, Editor Harvard Business Review August, 2006 Issue Editorial … but companies’ selling processes have for the most part stayed the same . Customers’ buying processes have evolved in our world of ubiquitous, instant, global communication
  • 92% of all technical buyers go online FIRST to research a possible purchase? “ ” -Forrester Research
  • In Order to be SUCCESSFUL you need to have a good ONLINE presence
  • Relevant Content & Simple Website Usability
  • Poll When was the last time you updated the content of your website? Last Week? Last Month? Last Qtr? Last 6 Months?
  • Source: Enquiro Search Solutions, Inc. Technical Buyer’s Top Influences Vendor Websites Search Engines Trade Shows 5.5 5.1 4.6
  • Tips for Good Content
    • Provide relevant Information that will help users through the buying cycle
    • Use bullet points to highlight useful information
    • Give your users what they want in a way that they will understand it
  • Poor website usability can drive away potential sales Is this your website?
  • Tips for Good Usability
    • The main navigation should be easy to use
    • Your users should be able to find what they need in three clicks or less
    • It should be obvious how to purchase your product
    • Contact info should be highly visible
  • Landing Pages
  • Poll Do you use landing pages?
  • Landing Pages keep users focused on the offer at hand.
  • The user needs to know what to do , and what’s in it for them
  • Types of Content Technical Buyer’s Prefer Source: MarketingSherpa Whitepapers 7.1 Case Studies 6.7 Product Literature 6.4 Analyst Reports 6.1
  • Long Form Short Form
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  • Tips for Successful Landing Pages
    • Start with a clear call to action
    • Use document downloads as fulfillment items
    • Keep lead forms short and concise
  • Overland is Here to Help!
  • Lead Generation Programs
  • Lead Generation Programs
    • Contents
    • Flash Banner
    • Landing page
    • Custom Tracking Code
    • Promotional Marketing Copy
  • Assistance Maintaining Overland Product Info
  • Assistance Maintaining Product Info
    • Possible Solutions
    • Bundle of product content and images
    • iFrames
    • Content Syndication (subscription service)
  • Search Engine Marketing Program
  • Poll Do you currently use services like Google and Yahoo! for Sponsored listings?
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  • Search Engine Marketing Program
    • Full Service Program
    • Maintained by Overland’s Web Team
    • Customized landing pages
    • Leads will be imported into Partner Point
    • Leads are prequalified by Overland’s Telesales Dept
    • Cold leads are placed in Lead Nurturing Program
    • Use MDF to cover fees
  • Search Engine Marketing Program
    • Self Service Program
    • Overland Provides:
      • Program Playbook
      • High Converting Keywords
      • Optimal Bidding Strategy
      • Landing Page Suggestions
    • Partner Provides
      • Monthly Keyword Report
    • Use MDF to cover fees
  • Recap
    • Relevant Content & Simple Website Usability
    • Use Landing Pages to increase conversions
    • Overland is Here to help!
      • Lead Generation Program
      • Product Info Maintenance
      • S.E. Marketing Program
  • Feedback
  • Gary Ware [email_address] Thank You!