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How to Market to Your CustomersOnline … On THEIR TermsTommy P. LandryJune 20, 2013SCORE Training
About Tommy LandryPresident, Return On NowSpecialty: Internet MarketingSEO, SEM, Content, Social, Websites, Online Adverti...
Where to Find MeTwitterMe: @tommy_landryBusiness: @ReturnOnNowLinkedIn: www.linkedin.com/in/tommylandry/Email: tommy@retur...
QUICK SURVEY6/25/2013 4©2012-2013, Return On Now. All Rights Reserved.
How to Message / Talk to Clients6/25/2013 5©2012-2013, Return On Now. All Rights Reserved.OverarchingMessagingCustomerLife...
What is an Elevator Pitch?If someone asks what you dowhile riding in an Elevator, youhave only 30 seconds to answer.What d...
EXERCISE: Revise YourElevator Pitch6/25/2013 7©2012-2013, Return On Now. All Rights Reserved.Step 1: Fill in the BlanksCom...
EXERCISE: Revise YourElevator Pitch6/25/2013 8©2012-2013, Return On Now. All Rights Reserved.Step 2: Build Your Descriptio...
EXERCISE: Revise YourElevator Pitch6/25/2013 9©2012-2013, Return On Now. All Rights Reserved.Step 3: Finish the StoryWhy t...
EXERCISE: Revise YourElevator Pitch6/25/2013 10©2012-2013, Return On Now. All Rights Reserved.Step 3: Finish the Story (Sa...
EXERCISE: Revise YourElevator Pitch6/25/2013 11©2012-2013, Return On Now. All Rights Reserved.Step 4: Now You Try It!_____...
How to Message / Talk to Clients6/25/2013 12©2012-2013, Return On Now. All Rights Reserved.OverarchingMessagingCustomerLif...
The Customer LifecyclePsychological Model“Buyer’s Journey” in web circlesSimple version:Dated version:6/25/2013 13Awarenes...
Buyer’s Journey: Internal View6/25/2013 14©2012-2013, Return On Now. All Rights Reserved.SOURCE: http://blog.alinean.com/2...
Closed Loop Model6/25/2013 15©2012-2013, Return On Now. All Rights Reserved.SOURCE: http://www.connectionmodel.com/custome...
Customer Lifecycle: No LongerLinear6/25/2013 16©2012-2013, Return On Now. All Rights Reserved.SOURCE: http://blogs.forrest...
Demand Gen vs. Lead GenDemand Gen6/25/2013 17AwarenessFamiliarityConsiderationPurchaseLead Gen©2012-2013, Return On Now. A...
EXERCISE: Map Marketing toLifecycle6/25/2013 18©2012-2013, Return On Now. All Rights Reserved.Tactics Awareness Familiarit...
How to Message / Talk to Clients6/25/2013 19©2012-2013, Return On Now. All Rights Reserved.OverarchingMessagingCustomerLif...
PersonasDefinitionA persona is a made up / fictional characterwhich describes your target audience or a sub-segment of tha...
Personas: How To Build ThemLabel Your Top 2-8 Target AudiencesPersonify Each Of ThemMake Them Feel REALHit On Demographics...
Sample Personas6/25/2013 ©2012-2013, Return On Now. All Rights Reserved. 22SOURCE:http://www.basecreative.eu/news/jason-ci...
Sample Personas6/25/2013 ©2012-2013, Return On Now. All Rights Reserved. 23SOURCE: http://danieleizans.com/2011/01/context...
Sample Personas6/25/2013 ©2012-2013, Return On Now. All Rights Reserved. 24SOURCE: http://uxtoolkit.wordpress.com/tag/prot...
Sample Personas6/25/2013 ©2012-2013, Return On Now. All Rights Reserved. 25SOURCE:http://becubed.me/2007/06/08/download-an...
6/25/2013 ©2012-2013, Return On Now. All Rights Reserved. 26SOURCE: http://act201213.wordpress.com/tag/personas/
EXERCISE: Basic PersonaCreationLet’s Get Creative: Make Upa CompanyBrief Elevator PitchBrainstorm 2-3 TargetSegmentsCreate...
How to Message / Talk to Clients6/25/2013 28©2012-2013, Return On Now. All Rights Reserved.OverarchingMessagingCustomerLif...
What’s the Secret?Cover all your basesTalk to them on THEIR terms6/25/2013 29©2012-2013, Return On Now. All Rights Reserve...
Life Cycle & Online MarketingExecutionIdentify Elevator PitchBuild Messaging Per Category / ServiceAssign PersonasOverlay ...
Web Content and CustomerLifecycleOverlay Personas and LifecycleTalk to All of ThemBuild into Navigation (See below)6/25/20...
Content Matrix Sample6/25/2013 ©2012-2013, Return On Now. All Rights Reserved. 32Product PersonaBuyersJourney StageTopic C...
SEO: Selecting Keywords6/25/2013 33©2012-2013, Return On Now. All Rights Reserved.Company AttributesProduct / Service Attr...
Exercise: Brainstorm KeywordsPlease volunteer one of your companiesWe will use your work so far to research6/25/2013 ©2012...
SEO: Optimizing ContentSo you have keywords…Now what?6/25/2013 35©2012-2013, Return On Now. All Rights Reserved.
SEO: Where to Put KeywordsPage TitleMeta DescriptionHeadline (H1)Subheads (H2, H3, H4, etc.)Image Alt-TagsIn Body Content ...
EXERCISE: Find TargetKeywordsLet’s look at some real websitesand see what they are targeting...6/25/2013 37©2012-2013, Ret...
SEM and Customer LifecycleSEM = Search Engine MarketingAlso Called PPC / Pay Per Click AdvertisingExamples: Google AdWords...
SEM: How It WorksSEM = Real Time AuctionPick Keywords to TargetBid On KeywordsProspects Click On Your AdYou Pay The BidPro...
Social Media and CustomerLifecycleTypes of Social MediaSocial Networking (Facebook)Social Bookmarking (StumbleUpon)Bloggin...
Email Marketing and CustomerLifecycleTypesStandard Email MarketingMarketing AutomationStill One of The Best Marketing Vehi...
eCommerce and CustomerLifecycleeCommerce: A Unique ExperienceFull Life CycleFast Conversion to a SaleThink About the Stage...
eCommerce: Company-CentricLC6/25/2013 ©2012-2013, Return On Now. All Rights Reserved. 43SOURCE: http://video-commerce.org/...
eCommerce: CustomerRetention Rules6/25/2013 ©2012-2013, Return On Now. All Rights Reserved. 44SOURCE: http://hbswk.hbs.edu...
eCommerce: Standard SiteStructure6/25/2013 ©2012-2013, Return On Now. All Rights Reserved. 45SOURCE: http://www.verticalle...
How to Message / Talk to Clients6/25/2013 46©2012-2013, Return On Now. All Rights Reserved.OverarchingMessagingCustomerLif...
Thank you!Questions?Connect with me:Tommy P. Landry, PresidentReturn On Nowhttp://ReturnOnNow.comtommy@returnonnow.comTwit...
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How To Market To Your Customers Online ... on THEIR Terms

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Do you market to customers online? Learn how to message them on their terms, at the right time, via the right medium in this presentation.

Originally presented on June 20, 2013 as training material for the Austin Chapter of SCORE (http://www.score.org/).

Learn more about Tommy Landry and Return On Now at http://ReturnOnNow.com/about/

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Transcript of "How To Market To Your Customers Online ... on THEIR Terms"

  1. 1. How to Market to Your CustomersOnline … On THEIR TermsTommy P. LandryJune 20, 2013SCORE Training
  2. 2. About Tommy LandryPresident, Return On NowSpecialty: Internet MarketingSEO, SEM, Content, Social, Websites, Online Advertising, Web Analytics, Metrics20+ Years Marketing13 Years SEO9 Years SEMLifetime of Content & Social6/25/2013 ©2013, Return On Now. All Rights Reserved. 2
  3. 3. Where to Find MeTwitterMe: @tommy_landryBusiness: @ReturnOnNowLinkedIn: www.linkedin.com/in/tommylandry/Email: tommy@returnonnow.comWebsite: http://ReturnOnNow.comFacebook: Like UsGoogle+: Follow Our Page6/25/2013 ©2013, Return On Now. All Rights Reserved. 3
  4. 4. QUICK SURVEY6/25/2013 4©2012-2013, Return On Now. All Rights Reserved.
  5. 5. How to Message / Talk to Clients6/25/2013 5©2012-2013, Return On Now. All Rights Reserved.OverarchingMessagingCustomerLifecyclePersonas
  6. 6. What is an Elevator Pitch?If someone asks what you dowhile riding in an Elevator, youhave only 30 seconds to answer.What do you say?6/25/2013 6©2012-2013, Return On Now. All Rights Reserved.
  7. 7. EXERCISE: Revise YourElevator Pitch6/25/2013 7©2012-2013, Return On Now. All Rights Reserved.Step 1: Fill in the BlanksCompany Name: ______________Products / Services: ______________Who We Serve: ______________Problem We Solve: ______________
  8. 8. EXERCISE: Revise YourElevator Pitch6/25/2013 8©2012-2013, Return On Now. All Rights Reserved.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 onlinecommerce and back-office solutions to businesseswith less than $10 million in sales that can’t affordthe high prices of big-name consulting firms.
  9. 9. EXERCISE: Revise YourElevator Pitch6/25/2013 9©2012-2013, Return On Now. All Rights Reserved.Step 3: Finish the StoryWhy the Business is NeededWho Needs ItWhere Industry Is GoingWhy You’re The Best OptionWhat Your Long Term Vision Is
  10. 10. EXERCISE: Revise YourElevator Pitch6/25/2013 10©2012-2013, Return On Now. All Rights Reserved.Step 3: Finish the Story (Sample)MyStores Software provides custom online commerce and back-officesolutions to businesses with less than $10 million in sales that can’t affordthe high prices of big-name consulting firms. These business customerswill be eager to drive their sales and improve efficiency, now that it can beaccomplished with a fraction of the time and money required by the big-name firms. Our founder, Mickey Mouse, has 12 years of experience as asenior project manager for Megabig Consulting, where he learned how tomanage projects from start to finish using skilled independent contractors.With a market of over 8,000 small businesses in SampleCity with revenueranging from $1 million and $10 million, MyStores Software will be cash-flow positive and profitable in less than 12 months.
  11. 11. EXERCISE: Revise YourElevator Pitch6/25/2013 11©2012-2013, Return On Now. All Rights Reserved.Step 4: Now You Try It!___________________________ provides___________________________ to___________________________ that___________________________ .
  12. 12. How to Message / Talk to Clients6/25/2013 12©2012-2013, Return On Now. All Rights Reserved.OverarchingMessagingCustomerLifecyclePersonas
  13. 13. The Customer LifecyclePsychological Model“Buyer’s Journey” in web circlesSimple version:Dated version:6/25/2013 13Awareness Familiarity Consideration Purchase©2012-2013, Return On Now. All Rights Reserved.Awareness Response Evaluation Commitment
  14. 14. Buyer’s Journey: Internal View6/25/2013 14©2012-2013, Return On Now. All Rights Reserved.SOURCE: http://blog.alinean.com/2011/05/optimize-content-marketing-by.html
  15. 15. Closed Loop Model6/25/2013 15©2012-2013, Return On Now. All Rights Reserved.SOURCE: http://www.connectionmodel.com/customer-lifecycle-marketing/
  16. 16. Customer Lifecycle: No LongerLinear6/25/2013 16©2012-2013, Return On Now. All Rights Reserved.SOURCE: http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey
  17. 17. Demand Gen vs. Lead GenDemand Gen6/25/2013 17AwarenessFamiliarityConsiderationPurchaseLead Gen©2012-2013, Return On Now. All Rights Reserved.
  18. 18. EXERCISE: Map Marketing toLifecycle6/25/2013 18©2012-2013, Return On Now. All Rights Reserved.Tactics Awareness Familiarity Consideration Purchase On Boarding Loyalty EvangelismLifecycle Stages
  19. 19. How to Message / Talk to Clients6/25/2013 19©2012-2013, Return On Now. All Rights Reserved.OverarchingMessagingCustomerLifecyclePersonas
  20. 20. PersonasDefinitionA persona is a made up / fictional characterwhich describes your target audience or a sub-segment of that target audience, whatevermakes the most sense for making logical splitsin content, tone / voice, and overall messagingapproach.6/25/2013 ©2012-2013, Return On Now. All Rights Reserved. 20
  21. 21. Personas: How To Build ThemLabel Your Top 2-8 Target AudiencesPersonify Each Of ThemMake Them Feel REALHit On Demographics and BehaviorUse a Killer Quote (What He/She Thinks)Tell A StoryRESULT: One Read, and You “Know” Them6/25/2013 ©2012-2013, Return On Now. All Rights Reserved. 21
  22. 22. Sample Personas6/25/2013 ©2012-2013, Return On Now. All Rights Reserved. 22SOURCE:http://www.basecreative.eu/news/jason-cianfrone/2012/02/14/user-personas
  23. 23. Sample Personas6/25/2013 ©2012-2013, Return On Now. All Rights Reserved. 23SOURCE: http://danieleizans.com/2011/01/context-in-content-strategy-personal-behavioral-context/
  24. 24. Sample Personas6/25/2013 ©2012-2013, Return On Now. All Rights Reserved. 24SOURCE: http://uxtoolkit.wordpress.com/tag/prototyping/
  25. 25. Sample Personas6/25/2013 ©2012-2013, Return On Now. All Rights Reserved. 25SOURCE:http://becubed.me/2007/06/08/download-an-example-persona-used-in-the-design-of-a-web-application/
  26. 26. 6/25/2013 ©2012-2013, Return On Now. All Rights Reserved. 26SOURCE: http://act201213.wordpress.com/tag/personas/
  27. 27. EXERCISE: Basic PersonaCreationLet’s Get Creative: Make Upa CompanyBrief Elevator PitchBrainstorm 2-3 TargetSegmentsCreate Basic Personas6/25/2013 ©2012-2013, Return On Now. All Rights Reserved. 27
  28. 28. How to Message / Talk to Clients6/25/2013 28©2012-2013, Return On Now. All Rights Reserved.OverarchingMessagingCustomerLifecyclePersonas
  29. 29. What’s the Secret?Cover all your basesTalk to them on THEIR terms6/25/2013 29©2012-2013, Return On Now. All Rights Reserved.SOURCE: Google Images
  30. 30. Life Cycle & Online MarketingExecutionIdentify Elevator PitchBuild Messaging Per Category / ServiceAssign PersonasOverlay LifecycleThink about CTAs (Calls to Action)Build into Tactical Execution6/25/2013 30©2012-2013, Return On Now. All Rights Reserved.
  31. 31. Web Content and CustomerLifecycleOverlay Personas and LifecycleTalk to All of ThemBuild into Navigation (See below)6/25/2013 31©2012-2013, Return On Now. All Rights Reserved.
  32. 32. Content Matrix Sample6/25/2013 ©2012-2013, Return On Now. All Rights Reserved. 32Product PersonaBuyersJourney StageTopic CTA Conversion NEXT STEPSDiscovery Newsletter Opt In Add to long-term listConsideration White Paper Download Add to Drip MarketingDecision Custom Quote Tool Direct Sales ContactDiscovery Newsletter Opt In Add to long-term listConsideration White Paper Download Add to Drip MarketingDecision Custom Quote Tool Direct Sales ContactDiscovery Newsletter Opt In Add to long-term listConsideration White Paper Download Add to Drip MarketingDecision Custom Quote Tool Direct Sales ContactDiscovery Newsletter Opt In Add to long-term listConsideration White Paper Download Add to Drip MarketingDecision Custom Quote Tool Direct Sales ContactDiscovery Newsletter Opt In Add to long-term listConsideration White Paper Download Add to Drip MarketingDecision Custom Quote Tool Direct Sales ContactDiscovery Newsletter Opt In Add to long-term listConsideration White Paper Download Add to Drip MarketingDecision Custom Quote Tool Direct Sales ContactWidget #2Widget #1Bob Watkins, CxOSally Salesperson,UserJoe Dev,ImplementerBridget Smith,Soccer MomMark Wallace,Dedicated DadEd & Sylvia Platt,Grandparents
  33. 33. SEO: Selecting Keywords6/25/2013 33©2012-2013, Return On Now. All Rights Reserved.Company AttributesProduct / Service AttributesTarget Audience (Personas)Topics of Interest
  34. 34. Exercise: Brainstorm KeywordsPlease volunteer one of your companiesWe will use your work so far to research6/25/2013 ©2012-2013, Return On Now. All Rights Reserved. 34
  35. 35. SEO: Optimizing ContentSo you have keywords…Now what?6/25/2013 35©2012-2013, Return On Now. All Rights Reserved.
  36. 36. SEO: Where to Put KeywordsPage TitleMeta DescriptionHeadline (H1)Subheads (H2, H3, H4, etc.)Image Alt-TagsIn Body Content (1.0 – 1.5% Density)6/25/2013 36©2012-2013, Return On Now. All Rights Reserved.
  37. 37. EXERCISE: Find TargetKeywordsLet’s look at some real websitesand see what they are targeting...6/25/2013 37©2012-2013, Return On Now. All Rights Reserved.
  38. 38. SEM and Customer LifecycleSEM = Search Engine MarketingAlso Called PPC / Pay Per Click AdvertisingExamples: Google AdWords, Bing AdCenterKey Objective: Lead Generation6/25/2013 38©2012-2013, Return On Now. All Rights Reserved.
  39. 39. SEM: How It WorksSEM = Real Time AuctionPick Keywords to TargetBid On KeywordsProspects Click On Your AdYou Pay The BidProspects Visit Your SiteYou Need to Convert ThemIt’s Not As Easy As It Looks!6/25/2013 ©2012-2013, Return On Now. All Rights Reserved. 39
  40. 40. Social Media and CustomerLifecycleTypes of Social MediaSocial Networking (Facebook)Social Bookmarking (StumbleUpon)BloggingMicro Blogging (Twitter)Media Sharing (YouTube, SlideShare)Gamification / Social GamingKey Objective: Demand Generation6/25/2013 40©2012-2013, Return On Now. All Rights Reserved.
  41. 41. Email Marketing and CustomerLifecycleTypesStandard Email MarketingMarketing AutomationStill One of The Best Marketing VehiclesList-Building Remains a Top PriorityKey Objectives: Lead Nurturing, Retention6/25/2013 41©2012-2013, Return On Now. All Rights Reserved.
  42. 42. eCommerce and CustomerLifecycleeCommerce: A Unique ExperienceFull Life CycleFast Conversion to a SaleThink About the Stages!6/25/2013 42©2012-2013, Return On Now. All Rights Reserved.
  43. 43. eCommerce: Company-CentricLC6/25/2013 ©2012-2013, Return On Now. All Rights Reserved. 43SOURCE: http://video-commerce.org/?s=usability
  44. 44. eCommerce: CustomerRetention Rules6/25/2013 ©2012-2013, Return On Now. All Rights Reserved. 44SOURCE: http://hbswk.hbs.edu/archive/1590.html
  45. 45. eCommerce: Standard SiteStructure6/25/2013 ©2012-2013, Return On Now. All Rights Reserved. 45SOURCE: http://www.verticalleap.co.uk/blog/choosing-the-right-keywords-for-e-commerce/
  46. 46. How to Message / Talk to Clients6/25/2013 46©2012-2013, Return On Now. All Rights Reserved.OverarchingMessagingCustomerLifecyclePersonas
  47. 47. Thank you!Questions?Connect with me:Tommy P. Landry, PresidentReturn On Nowhttp://ReturnOnNow.comtommy@returnonnow.comTwitter: @tommy_landry6/25/2013 ©2012-2013, Return On Now. All Rights Reserved. 47
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