Amiro Consulting - Cloud Marketing Solutions

Amiro Consulting Online Marketing on Demand Martin Tantow, President [email_address] +1 (408) 594-5250 +49 (163) 1703350

What is Web Marketing?
Web Marketing (also: online marketing, internet marketing) is the marketing of products and services over the Internet .

Why is it important?
Because your customers are already on the Internet.
Because your customers are talking about you on the Internet right now .
Because your customers would like to engage with you on the Internet.

The WWW has over 1 trillion unique URLs, that’s a ‘1’ and 12 zeros: 1,000,000,000,000
Are you sure your target customers will FIND YOU …? Will they ENGAGE with you…?
Will they find you?

Web Marketing should be an investment, not an expense.
Set realistic KPIs
Track performance
Create sustainable ROI
You’ll need a strategy & execute well!

Generating leads by optimizing your online presence Be Seen
Build a search engine friendly website to gain visibility on the web
The website should have great content and ease of navigation
The importance of search rankings
Be Found
Combine SEO efforts and PPC campaigns
Use SEM and SEO to rank high for the keywords that match your products
Use social media to bring interest to your site
Capture & Engage
Capture the interest of visitors and drive them to register on the site by optimizing your landing pages
Engage with people, ask for their opinion
Listen!
Convert
Create tight integration between your web and CRM to follow up with leads and turn them into sales
Optimize and analyze the sales process
Analyze
Track web sources that are driving sales
Analyze keyword coversion
Allocate budget to the best sale generating sources
Website Search marketing Lead generation Sales strategy Web Analytics

Be Seen

Be Seen: Build a professional website
Search engine friendly (architecture, content, links, keywords)
States clearly what the business is
Show credibility (awards, certifications)
Easy to understand main page (quick, relevant information)
Easy to navigate
Unique visitors Page views Time spent Key KPIs:

Be Seen: Quick SEO Overview (1/2)
Web site structures:
Reliable web hosting
Choosing a good domain name
Browser optimization
Web site architecture, publish sitemap
Create “About us” page, privacy policy (+T&C)
Advanced tools
Spam protection
Redirects etc.

Be Seen: Quick SEO Overview (2/2)
The basic technical on-site factors:
File names, title/header tags, meta tags (description, keyword, robot)
Keywords / text modifiers
Image Optimization
Link creation and optimization
HTML validation

Be Seen: Make sure your site can weather the storm
If your site is slow, people will leave!
This has significant effect on your performance
Bounce rate may be due to latency
Website performance monitoring tools: Keynote , Gomez (Compuware), AlertSite or WebMetrics
Website performance is critical. Money is well spent!

Be Seen: The importance of search rankings
41% of Internet searchers never make it beyond the first page of search results…
... 68% never go beyond the first few
Increase from 50% in earlier studies (2002)
Source: iProspect Blended Search Results Study, April 2008 First page Only a few Over 3 pages First 3 pages First 2 pages Being on the first page on search results is critical.

Do you remember these Websites? Be Seen: How popular website looked when they were launched Well, that’s how they look like today! Source: http://web.archive.org/

Be Found

Be Found: Organic vs. Paid (PPC) Search Engine Traffic Organic
Premise: “free”, but complicated algorithm
Takes time and expertise (SEO)
Efforts have lasting effect
Best for long-term strategy
Paid (PPC)
Premise: paid, managed auction
Can be expensive, budget dictates longevity
Professional campaign management necessary
Avoid testing, isolated events
Organic and paid search engine traffic campaigns should be part of every Online Marketing strategy

Be Found: SEO & PPC working in tandem
Search engine optimization (SEO)
Identify targeted keywords that potential customers would use
Assess what attaining competitive organic positions would cost
Create a plan to secure targeted organic positions
Pay-per-click (PPC)
Research and test PPC viability
Leverage PPC for validation and hard-to-attain keywords
Measure ROI
Measure the effectiveness of your keywords and adjust
Review keyword search patterns regularly
Approach

Be Found: Pay-per-click (PPC) Sponsored = paid “ Organic” search result
How to increase ad ranking:
Relevant ad text
Relevant landing page
High click-through-rate (CTR)
Out-bidding others
Exact match : Exact keyword phrase = “Car dealer”
Campaign management:
Geo targeting
Display time
Audience demographics
PPC Campaigns

Be Found: Heat Maps Heat maps give visibility to where people look on the screen; here: search result Why is SEO/SEM so important? Because you want to be listed in that upper left corner!

Be Found: Local Search
Display of local businesses on search engines and websites
Google, Yahoo, Ask, etc.
Yelp, CitySearch, Yellow Pages, etc.
On search engines, “local” can be stated, detected, or implied
By keyword “restaurant”
Reserve IP lookup
Local search, like traditional search can be optimized

Be Found: Summary Your local listing Your PPC ads Your organic search results

Be Found: Participate in Social Media

Be Found: Getting Started with Social Media
Start with ‘what’ not ‘how’
Determine what you want to do
The decide which tool suits you best
Be ready for the commitment
Understand the ground rules
Don’t over-think it
What would your best customer service person do?

Be Found: Social Media = Trust in Advertising

Be Found: Social Media = Conversational Media The good... Address, Tel, URL, etc Opening hours Good reviews Map

Be Found: Social Media = Conversational Media ...and the ugly... Bad reviews Bad reviews Competitors Competitors Competitors Competitors

Be Found: Social Media Insights
68% of 45-54 year olds use social media
75% of people online use some form of social media
97% of review readers believe them to be accurate  This impacts destination, hotel, dining and spa decisions

Be Found: What’s Right for your Brand
Listening & learning
Conversations about you are happening, learn from them
Blog search, forums, search.twitter.com, Google Alerts
Content publishing
Leverage social environments for distribution of socially relevant content
YouTube, Twitter, blogging
Providing exceptional customer service
Use what you can hear from social media as an opportunity to extend customer service beyond the property
Search.twitter.com, TripAdvisor, GetSatisfaction
Fostering an active advocate community
Contribute content to social environments and encourage community contribution
Facebook page, Twitter account, LinkedIn account
Commitment & return low high

Capture & Engage

Capture & Engage: Create Registration Pages Build registration pages to collect user information

Capture & Engage: Ask people what they think
Do you know how your customers use your site, what they like and what they disliked ??
Ask them!
There are several excellent tools out there: 4Q, Kampyle, GetSatisfaction, UserVoice etc
Then *act* according to what you learn from your customers.

Capture & Engage: Have a Simple Call To Action
Make it obvious what people are supposed to do on the website:
Signing up
Permission to contact them later
Just trying it out
Tell friends about it
Don’t give them several choices, give them 1.
95% of visitors are just trying to find out what the site is about. Tell them!
ABTests.com is a great tool to improve website conversions.

Listen!!

Capture & Engage: Listen and Learn
Listen to your users!
Learn from them!
Respond to them!
There are a number of excellent tools out there: ScoutLabs, TechRigy or Radian6
Set up searches for keywords that matter and find conversations that concern you.
User Twitter Search and Google Alerts
The first impression counts!!

Convert

Convert: Integrate with a CRM System go CLOUD

Convert: Integrate with a CRM System
Collect visitor information in the CRM for sales rep to contact
Build reports and dashboards to analyze performance of online marketing spend

Convert: Optimize your sales process
Your sales process may be broken without you noticing it.
Opportunities are lost because leads are not followed up with or sales reps cannot prioritize leads
Amiro Consulting works closely with you to:
Define and develop your sales processes
Identify best practices within your organization
Build models that easily and automatically replicate these processes and practices
Measure the results to ensure ROI
?

Convert: Analyze the sales process
In order to monitor success, it is imperative to perform a Sales Analysis of your business before any changes occur. Such analysis will determine:
The length of your sales cycles (both actual and desired)
The efforts and costs required to close an order.
How many leads are required to close an order (leads vs. sales)
What the annual sales expectations should be for a single sales rep
Once completed, this “benchmark” can be used as a measurement for improvement over time. Once the sales process is implemented and rolled out, management reports can determine what performance tune-ups might be necessary, and adjustments made accordingly.

Web Form Lead Capture Import Data Web Site Visitors Inbound Calls Lists Marketing Campaign • Google AdWords • Email Marketing • Partners • Banner Ad • Webcast • Trade Shows • PR
• Set up auto-response emails
- ”Thank you for your interest”
- Your trial information
- Event details
Assignment rules
- Geography
- Company size
- Product of interest
• Use the Jigsaw connector to import your leads • Marketing Imports the Tradeshow leads • Jigsaw Integration • Trade show • Site Registration • Ask the Expert Form • Webcast Registration • Organic Web traffic • AdWords/Paid Ad referrals • Direct Web Traffic • Word-of-mouth referrals Create New Leads
Search for the customer in Salesforce
If one doesn’t exist, create a new lead
Leads are captured through a variety of channels including: Website Registration, Tradeshow, Event Sign up, Inbound calls and sales inquiry forms. The chart below explains how leads are created in the CRM system through different lead sources. A campaign is an outbound marketing project that marketing plans, manages, and tracks within Salesforce. It can be a Pay per Click Ad, Live event, Banner advertisement, email, or other type of marketing initiative. Campaigns Google AdWords™ is an online advertising service used to create advertisements that display on major search engines, including Google. Google AdWords A lead is a prospect or potential opportunity - a person you met at a conference who expressed interest, or someone who filled out a form on the company’s website. Leads Convert: Sales Lead Generation Source: Salesforce.com

Converted Leads by Month Lead by Status Lead Conversion % Qualified? Set up different views to manage your leads. For example, today’s leads or leads sorted by lead type. Yes When you’re working a lead, you’ll set up a series of tasks, which might vary based on the type of lead. For example: Day 1: Personalize mass email Day 2: Call/voicemail Day 4: Call/voicemail Day 7: Personalize mass email Establish Contact? My Open Leads Duplicate Lead? Working Leads The find duplicate button searches for similar leads or contacts in Salesforce. If a lead turns out to be a duplicate, easily merge the two records. Salesforce has a number of AppExchange partners that provide high volume de-duplication and data cleansing tools. Yes No Use email marketing and call downs to re-market to your archived leads. Keep an archive of your dead leads. No Create a set of qualification questions, such as current situation, product of interest, timeframe, key decision makers If the lead is qualified, convert it into a contact, with an associated opportunity and account. Top Sales Reps Create a closed-loop follow-up process so leads don’t slip though the cracks. Establish a lead qualification process to make sure all sales reps use the same consistent methodology . Convert: Lead Qualification Process Source: Salesforce.com

Convert: Converting Opportunities into Customers Source: Salesforce.com Month-to-Date Trending Closed Business by Month Top Sales Reps Top 10 Deals Presentation Proposal Negotiation Won Yes No Open Opportunities You can monitor your opportunities reports and dashboards to keep track of your top deals and prioritize your time. Customize Salesforce to fit your internal sales methodologies and processes, making it easier to monitor your sales pipeline. Use email marketing and call downs to re-market to your archived opportunities. Keep an archive of your dead opportunities. Salesforce gives your entire company a 360-degree view of your customers and facilitates collaboration across your organization, helping you build strong, lasting customer relationships. Sales Support Marketing New Customers Close deals faster by providing a single place for updating deal information, tracking opportunity milestones, and recording interactions. Easily analyze your sales pipeline so you can quickly identify and eliminate any bottlenecks in the sales cycle.

Convert: Marketing Automation E-Mail Marketing E-Mail Marketing is one of the most important effective tools if used in the right way
ROI
Consistently rated first or second by marketers
Cost effective
Continued customer contact for ‘zero’ cost
Efficient
Ability to automate follow-ups
Use trusted e-mail providers
Deliverability
SPAM compliance
Segment lists
Customers, leads, demographics, personas
Create an email marketing calendar
Events, holidays, promotions
Best results
Personalize
Engage subject line
One key point
Clear call(s)-to-action
Test
Offer, subject line, creative, day-of-week/time-of-day
Recommendations

Convert: ROI by marketing activity Source: Search Marketing Benchmark Guide 2008, MarketingSherpa

Analyze

Analyze: Keyword Research Example: Car Industry
Keyword analysis and campaign management for the car industry
Identifying keywords for in the car industry: “car deals” (Jan ’08 – Nov ’09)

Analyze: Keyword Research
Looks good,
But…
Is the keyword “car deals” the best keyword to use in a PPC campaign
Which other keywords are relevant?
How do we need to finetune the campaign based on
Seasonal adjustments
Geographic adjustments

Analyze: Web Analytics: Keyword Research
Google AdWords Keyword Tool allows data entry through descriptive words or phrases and website content (input through URL)
Keyword Tool

Analyze: Keyword Research Prius Cheap car Car deals Hybrid Car deal
Keyword “Cheap car” is the clear winner…
... But “Prius” was popular from May ’08 to August ’08
Prius / Hybrid hype Hype for cheap cars Google Insights for Search Analysis

Analyze: Keyword Research Searches for “Cheap Car” in California Searches for “Cheap Car” in Northern California State level City level Bay Area

Analyze: Google Analytics is not enough
Google Analytics is an excellent tool, however it lacks real-time analytics.
Excellent real-time analytics tools are available from GetClicky or Woopra
Work closely with KPIs and have people monitoring them closely
GetClicky Woopra

Analyze: Measure people’s behavior and improve website Heatmaps and Confetti view (CrazyEgg) Site Overlay (Google Analytics)
Web Interaction Analytics tools measures click behavior and provide graphical heatmaps or site overlays (  Customer Experience Management)
Google Analytics provides some basic click data (see left)
Other players include CrazyEgg , ClickTale , ClickTracks for smaller sites or enterprise solutions like Coradiant or Tealeaf .

will help you to Close more deals! Generate more leads from the Web Increase conversion rate from lead to prospect Increase your pipeline with higher conversion

Get ROI

Amiro Consulting
855 Folsom St, Suite 511
San Francisco, CA 94107
U.S.A.
Tel: +1 (415) 935-3615
Amiro Consulting
EMEA
Landsbergerstr. 302
80687 München
Germany
Tel: +49 (89) 23513103
We understand Online Marketing Talk to us [email_address] @amiroconsulting www.amiroconsulting.com

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Amiro Consulting - Cloud Marketing Solutions

by Amiro Consulting on Nov 22, 2009

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