Content Marketing Series: Internet Marketing Basics
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Content Marketing Series: Internet Marketing Basics

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Presented to SCORE Austin in June 2014, this workshop covered messaging, customer life cycle, customer personas, and an overview of the primary internet marketing vehicles available today.

Presented to SCORE Austin in June 2014, this workshop covered messaging, customer life cycle, customer personas, and an overview of the primary internet marketing vehicles available today.

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Content Marketing Series: Internet Marketing Basics Content Marketing Series: Internet Marketing Basics Presentation Transcript

  • Internet Marketing 101 For SCORE Austin 2014 Content Marketing Workshop Series
  • 6/6/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 2 About Tommy Landry President, Return On Now Specialty: Internet Marketing SEO, SEM, Content, Social, Websites, Online Advertising, Web Analytics, Metrics 20+ Years Marketing 13 Years SEO 9 Years SEM Lifetime of Content & Social
  • 6/6/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 3 Where to Find Me Twitter Me: @tommy_landry Business: @ReturnOnNow LinkedIn: www.linkedin.com/in/tommylandry/ Email: tommy@returnonnow.com Website: http://ReturnOnNow.com
  • 6/6/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 4 QUICK SURVEY
  • 6/6/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 5 How to Message / Talk to Clients Overarching Messaging Customer Lifecycle Personas
  • 6/6/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 6 What is an Elevator Pitch? If someone asks what you do while riding in an Elevator, you have only 30 seconds to answer. What do you say?
  • 6/6/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 7 EXERCISE: Revise Your Elevator Pitch Step 1: Fill in the Blanks Company Name: ______________ Products / Services: ______________ Who We Serve: ______________ Problem We Solve: ______________
  • 6/6/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 8 EXERCISE: Revise Your Elevator Pitch Step 2: Build Your Description [Company Name] provides [Products or Services] for [Who We Serve] that/who [Problem We Solve]. Hypothetical Example: MyStores Software provides custom online commerce and back-office solutions to businesses with less than $10 million in sales that can’t afford the high prices of big-name consulting firms.
  • 6/6/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 9 EXERCISE: Revise Your Elevator Pitch Step 3: Finish the Story Why the Business is Needed Who Needs It Where Industry Is Going Why You’re The Best Option What Your Long Term Vision Is
  • 6/6/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 10 EXERCISE: Revise Your Elevator Pitch Step 3: Finish the Story (Sample) MyStores Software provides custom online commerce and back-office solutions to businesses with less than $10 million in sales that can’t afford the high prices of big-name consulting firms. These business customers will be eager to drive their sales and improve efficiency, now that it can be accomplished with a fraction of the time and money required by the big- name firms. Our founder, Mickey Mouse, has 12 years of experience as a senior project manager for Megabig Consulting, where he learned how to manage projects from start to finish using skilled independent contractors. With a market of over 8,000 small businesses in SampleCity with revenue ranging from $1 million and $10 million, MyStores Software will be cash- flow positive and profitable in less than 12 months.
  • 6/6/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 11 EXERCISE: Revise Your Elevator Pitch Step 4: Now You Try It! ___________________________ provides ___________________________ to ___________________________ that ___________________________ .
  • 6/6/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 12 How to Message / Talk to Clients Overarching Messaging Customer Lifecycle Personas
  • 6/6/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 13 The Customer Lifecycle Awareness Familiarity Consideration Purchase Awareness Response Evaluation Commitment Psychological Model “Buyer’s Journey” in web circles Simple version: Dated version:
  • 6/6/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 14 Buyer’s Journey: Internal View SOURCE: http://blog.alinean.com/2011/05/optimize-content-marketing-by.html
  • 6/6/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 15 Closed Loop Model SOURCE: http://www.connectionmodel.com/customer-lifecycle-marketing/
  • 6/6/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 16 Customer Lifecycle: No Longer Linear SOURCE: http://blogs.forrester.com/lori_wizdo/12-10-04- buyer_behavior_helps_b2b_marketers_guide_the_buyers_ journey
  • 6/6/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 17 Demand Gen vs. Lead Gen Demand Gen Awareness Familiarity Consideration Purchase Lead Gen
  • 6/6/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 18 TEMPLATE: Map Marketing to Lifecycle Tactics Awareness Familiarity Consideration Purchase On Boarding Loyalty Evangelism Lifecycle Stages
  • 6/6/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 19 How to Message / Talk to Clients Overarching Messaging Customer Lifecycle Personas
  • 6/6/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 20 Personas Definition A persona is a fictional character that describes your target audience or a segment of your target audience, whichever is most practical for making rational splits in content, tone, and approach.
  • 6/6/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 21 Personas: How To Build Them Label Your Top 2-8 Target Audiences Personify Each Of Them Make Them Feel REAL Hit On Demographics and Behavior Use a Killer Quote (What He/She Thinks) Tell A Story RESULT: One Read, and You “Know” Them
  • 6/6/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 22 Sample Personas SOURCE: http://www.basecreative.eu/news/jas on-cianfrone/2012/02/14/user- personas
  • 6/6/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 23 Sample Personas SOURCE: http://uxtoolkit.wordpress.com/tag/prototyping/
  • 6/6/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 24 Sample Personas SOURCE: http://danieleizans.com/2011/01/context-in-content- strategy-personal-behavioral-context/
  • 6/6/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 25 Sample Personas SOURCE: http://becubed.me/2007/06/08/download- an-example-persona-used-in-the-design- of-a-web-application/
  • 6/6/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 26 SOURCE: http://act201213.wordpress.com/tag/personas/
  • 6/6/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 27 EXERCISE: Basic Persona Creation Let’s Get Creative: Make Up a Company Brief Elevator Pitch Brainstorm 2-3 Target Segments Create Basic Personas
  • 6/6/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 28 How to Message / Talk to Clients Overarching Messaging Customer Lifecycle Personas
  • 6/6/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 29 Content Marketing: What’s the Secret? Cover all your bases Talk to them on THEIR terms SOURCE: Google Images
  • 6/6/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 30 Life Cycle & Online Marketing Execution Identify Elevator Pitch Build Messaging Per Category / Service Assign Personas Overlay Lifecycle Think about CTAs (Calls to Action) Build into Tactical Content and Campaign Execution
  • 6/6/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 31 Web Content and Customer Lifecycle Overlay Personas and Lifecycle Talk to All of Them Build into Navigation
  • 6/6/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 32 Content Matrix Sample Product Persona Buyer's Journey Stage Topic CTA Conversion NEXT STEPS Discovery Newsletter Opt In Add to long-term list Consideration White Paper Download Add to Drip Marketing Decision Custom Quote Tool Direct Sales Contact Discovery Newsletter Opt In Add to long-term list Consideration White Paper Download Add to Drip Marketing Decision Custom Quote Tool Direct Sales Contact Discovery Newsletter Opt In Add to long-term list Consideration White Paper Download Add to Drip Marketing Decision Custom Quote Tool Direct Sales Contact Discovery Newsletter Opt In Add to long-term list Consideration White Paper Download Add to Drip Marketing Decision Custom Quote Tool Direct Sales Contact Discovery Newsletter Opt In Add to long-term list Consideration White Paper Download Add to Drip Marketing Decision Custom Quote Tool Direct Sales Contact Discovery Newsletter Opt In Add to long-term list Consideration White Paper Download Add to Drip Marketing Decision Custom Quote Tool Direct Sales Contact Widget #2 Widget #1 Bob Watkins, CxO Sally Salesperson, User Joe Dev, Implementer Bridget Smith, Soccer Mom Mark Wallace, Dedicated Dad Ed & Sylvia Platt, Grandparents
  • 6/6/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 33 SEO: Selecting Keywords Company Attributes Product / Service Attributes Target Audience (Personas) Topics of Interest
  • 6/6/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 34 Exercise: Brainstorm Keywords Please volunteer one of your companies We will use your work so far to research
  • 6/6/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 35 SEO: Optimizing Content So you have keywords… Now what?
  • 6/6/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 36 SEO: Where to Put Keywords Page Title Meta Description URL Headline (H1) Subheads (H2, H3, H4, etc.) Image Alt-Tags In Body Content (1.0 – 1.5% Density)
  • 6/6/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 37 EXERCISE: Find Target Keywords Let’s look at some real websites and see what they are targeting...
  • 6/6/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 38 SEM and Customer Lifecycle SEM = Search Engine Marketing Also Called PPC / Pay Per Click Advertising Examples: Google AdWords, Bing AdCenter Key Objective: Lead Generation
  • 6/6/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 39 SEM: How It Works SEM = Real Time Auction Pick Keywords to Target Bid On Keywords Prospects Click On Your Ad You Pay The Bid Prospects Visit Your Site You Need to Convert Them It’s Not As Easy As It Looks!
  • 6/6/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 40 Social Media and Customer Lifecycle Types of Social Media Social Networking (Facebook) Social Bookmarking (StumbleUpon) Blogging Micro Blogging (Twitter) Media Sharing (YouTube, SlideShare) Gamification / Social Gaming Content Curation Sites (Scoop.it) Key Objective: Demand Generation
  • 6/6/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 41 Email Marketing and Customer Lifecycle Types Standard Email Marketing Marketing Automation Still One of The Best Marketing Vehicles List-Building Remains A Top Priority Key Objectives: Lead Nurturing, Retention
  • 6/6/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 42 eCommerce and Customer Lifecycle eCommerce: A Unique Experience Full Life Cycle Fast Conversion to a Sale Think About the Stages!
  • 6/6/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 43 eCommerce: Standard Site Structure SOURCE: http://www.verticalleap.co.uk/blog/choosing-the-right-keywords-for-e-commerce/
  • 6/6/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 44 How to Message / Talk to Clients Overarching Messaging Customer Lifecycle Personas
  • 6/6/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 45 Thank you! Questions? Connect with me: Tommy P. Landry, President Return On Now http://ReturnOnNow.com tommy@returnonnow.com Twitter: @tommy_landry
  • 6/6/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 46 eCommerce: Company-Centric LC SOURCE: http://video-commerce.org/?s=usability
  • 6/6/2014 Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 47 eCommerce: Customer Retention Rules SOURCE: http://hbswk.hbs.edu/archive/1590.html