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Internet Marketing 101
For SCORE Austin
October 2013
About Tommy Landry
President, Return On Now
Specialty: Internet Marketing
SEO, SEM, Content, Social, Websites, Online Adve...
Where to Find Me
Twitter
Me: @tommy_landry
Business: @ReturnOnNow

LinkedIn: www.linkedin.com/in/tommylandry/
Email: tommy...
QUICK SURVEY

10/28/2013

Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.

4
How to Message / Talk to Clients

Overarching
Messaging

Customer
Lifecycle

10/28/2013

Personas

Copyright 2009-2013, Au...
What is an Elevator Pitch?

If someone asks what you do
while riding in an Elevator, you
have only 30 seconds to answer.

...
EXERCISE: Revise Your Elevator Pitch
Step 1: Fill in the Blanks
Company Name: ______________
Products / Services: ________...
EXERCISE: Revise Your Elevator Pitch
Step 2: Build Your Description
[Company Name] provides
[Products or Services] for
[Wh...
EXERCISE: Revise Your Elevator Pitch
Step 3: Finish the Story
Why the Business is Needed
Who Needs It

Where Industry Is G...
EXERCISE: Revise Your Elevator Pitch
Step 3: Finish the Story (Sample)
MyStores Software provides custom online commerce a...
EXERCISE: Revise Your Elevator Pitch
Step 4: Now You Try It!
___________________________ provides
________________________...
How to Message / Talk to Clients

Overarching
Messaging

Customer
Lifecycle

10/28/2013

Personas

Copyright 2009-2013, Au...
The Customer Lifecycle
Psychological Model
“Buyer’s Journey” in web circles
Simple version:
Awareness

Familiarity

Consid...
Buyer’s Journey: Internal View

SOURCE: http://blog.alinean.com/2011/05/optimize-content-marketing-by.html
10/28/2013

Cop...
Closed Loop Model

SOURCE: http://www.connectionmodel.com/customer-lifecycle-marketing/
10/28/2013

Copyright 2009-2013, A...
Customer Lifecycle: No Longer Linear

SOURCE: http://blogs.forrester.com/lori_wizdo/12-10-04buyer_behavior_helps_b2b_marke...
Demand Gen vs. Lead Gen
Awareness

Demand Gen
Familiarity

Consideration

Lead Gen
Purchase
10/28/2013

Copyright 2009-201...
EXERCISE: Map Marketing to Lifecycle
Lifecycle Stages
Tactics

10/28/2013

Awareness

Familiarity

Consideration

Purchase...
How to Message / Talk to Clients

Overarching
Messaging

Customer
Lifecycle

10/28/2013

Personas

Copyright 2009-2013, Au...
Personas
Definition
A persona is a fictional character that describes your target audience or a
segment of your target aud...
Personas: How To Build Them
Label Your Top 2-8 Target Audiences
Personify Each Of Them
Make Them Feel REAL
Hit On Demograp...
Sample Personas

SOURCE:
http://www.basecreative.eu/news/jas
on-cianfrone/2012/02/14/userpersonas
10/28/2013

Copyright 20...
Sample Personas

10/28/2013

Copyright 2009-2013, Austin Return On Now Internet
SOURCE: http://uxtoolkit.wordpress.com/tag...
Sample Personas

10/28/2013

SOURCE: http://danieleizans.com/2011/01/context-in-contentstrategy-personal-behavioral-contex...
Sample Personas

SOURCE:
http://becubed.me/2007/06/08/downloadan-example-persona-used-in-the-designof-a-web-application/

...
SOURCE: http://act201213.wordpress.com/tag/personas/
10/28/2013

Copyright 2009-2013, Austin Return On Now Internet
Market...
EXERCISE: Basic Persona Creation
Let’s Get Creative: Make Up a
Company
Brief Elevator Pitch
Brainstorm 2-3 Target
Segments...
How to Message / Talk to Clients

Overarching
Messaging

Customer
Lifecycle

10/28/2013

Personas

Copyright 2009-2013, Au...
What’s the Secret?
Cover all your bases

Talk to them on THEIR terms

10/28/2013

Copyright 2009-2013, Austin Return On No...
Life Cycle & Online Marketing Execution
Identify Elevator Pitch
Build Messaging Per Category / Service
Assign Personas
Ove...
Web Content and Customer Lifecycle
Overlay Personas and Lifecycle
Talk to All of Them
Build into Navigation

10/28/2013

C...
Content Matrix Sample
Product

Widget #1

Widget #2

10/28/2013

Buyer's
Journey Stage
Discovery
Bob Watkins, CxO Consider...
SEO: Selecting Keywords
Topics of Interest

Product / Service Attributes

Target Audience (Personas)

Company Attributes

...
Exercise: Brainstorm Keywords
Please volunteer one of your companies

We will use your work so far to research

10/28/2013...
SEO: Optimizing Content

So you have keywords…
Now what?

10/28/2013

Copyright 2009-2013, Austin Return On Now Internet
M...
SEO: Where to Put Keywords
Page Title
Meta Description
Headline (H1)
Subheads (H2, H3, H4, etc.)
Image Alt-Tags
In Body Co...
EXERCISE: Find Target Keywords

Let’s look at some real websites
and see what they are targeting...

10/28/2013

Copyright...
SEM and Customer Lifecycle
SEM = Search Engine Marketing
Also Called PPC / Pay Per Click Advertising
Examples: Google AdWo...
SEM: How It Works
SEM = Real Time Auction
Pick Keywords to Target
Bid On Keywords
Prospects Click On Your Ad
You Pay The B...
Social Media and Customer Lifecycle
Types of Social Media
Social Networking (Facebook)
Social Bookmarking (StumbleUpon)
Bl...
Email Marketing and Customer Lifecycle
Types
Standard Email Marketing
Marketing Automation

Still One of The Best Marketin...
eCommerce and Customer Lifecycle
eCommerce: A Unique Experience
Full Life Cycle
Fast Conversion to a Sale
Think About the ...
eCommerce: Company-Centric LC

SOURCE: http://video-commerce.org/?s=usability
10/28/2013

Copyright 2009-2013, Austin Retu...
eCommerce: Customer Retention Rules

SOURCE: http://hbswk.hbs.edu/archive/1590.html
10/28/2013

Copyright 2009-2013, Austi...
eCommerce: Standard Site Structure

SOURCE: http://www.verticalleap.co.uk/blog/choosing-the-right-keywords-for-e-commerce/...
How to Message / Talk to Clients

Overarching
Messaging

Customer
Lifecycle

10/28/2013

Personas

Copyright 2009-2013, Au...
Thank you!

Questions?

Connect with me:
Tommy P. Landry, President
Return On Now
http://ReturnOnNow.com
tommy@returnonnow...
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Internet Marketing 101 - SCORE Austin Training

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Built as presentation materials for a semi-annual training class at SCORE Austin, this presentation covers how to build an elevator pitch, how to profile your target audience, what the main internet marketing channels are, and how to manage all of this material for ecommerce companies.

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Transcript of "Internet Marketing 101 - SCORE Austin Training"

  1. 1. Internet Marketing 101 For SCORE Austin October 2013
  2. 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 10/28/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 2
  3. 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 10/28/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 3
  4. 4. QUICK SURVEY 10/28/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 4
  5. 5. How to Message / Talk to Clients Overarching Messaging Customer Lifecycle 10/28/2013 Personas Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 5
  6. 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? 10/28/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 6
  7. 7. EXERCISE: Revise Your Elevator Pitch Step 1: Fill in the Blanks Company Name: ______________ Products / Services: ______________ Who We Serve: ______________ Problem We Solve: ______________ 10/28/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 7
  8. 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. 10/28/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 8
  9. 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 10/28/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 9
  10. 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 cashflow positive and profitable in less than 12 months. 10/28/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 10
  11. 11. EXERCISE: Revise Your Elevator Pitch Step 4: Now You Try It! ___________________________ provides ___________________________ to ___________________________ that ___________________________ . 10/28/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 11
  12. 12. How to Message / Talk to Clients Overarching Messaging Customer Lifecycle 10/28/2013 Personas Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 12
  13. 13. The Customer Lifecycle Psychological Model “Buyer’s Journey” in web circles Simple version: Awareness Familiarity Consideration Purchase Response Evaluation Commitment Dated version: Awareness 10/28/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 13
  14. 14. Buyer’s Journey: Internal View SOURCE: http://blog.alinean.com/2011/05/optimize-content-marketing-by.html 10/28/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 14
  15. 15. Closed Loop Model SOURCE: http://www.connectionmodel.com/customer-lifecycle-marketing/ 10/28/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 15
  16. 16. Customer Lifecycle: No Longer Linear SOURCE: http://blogs.forrester.com/lori_wizdo/12-10-04buyer_behavior_helps_b2b_marketers_guide_the_buyers_ journey 10/28/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 16
  17. 17. Demand Gen vs. Lead Gen Awareness Demand Gen Familiarity Consideration Lead Gen Purchase 10/28/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 17
  18. 18. EXERCISE: Map Marketing to Lifecycle Lifecycle Stages Tactics 10/28/2013 Awareness Familiarity Consideration Purchase On Boarding Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. Loyalty Evangelism 18
  19. 19. How to Message / Talk to Clients Overarching Messaging Customer Lifecycle 10/28/2013 Personas Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 19
  20. 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. 10/28/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 20
  21. 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 10/28/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 21
  22. 22. Sample Personas SOURCE: http://www.basecreative.eu/news/jas on-cianfrone/2012/02/14/userpersonas 10/28/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 22
  23. 23. Sample Personas 10/28/2013 Copyright 2009-2013, Austin Return On Now Internet SOURCE: http://uxtoolkit.wordpress.com/tag/prototyping/ Marketing LLC. All Rights Reserved. 23
  24. 24. Sample Personas 10/28/2013 SOURCE: http://danieleizans.com/2011/01/context-in-contentstrategy-personal-behavioral-context/ Copyright 2009-2013, Austin Return On Now Internet 24 Marketing LLC. All Rights Reserved.
  25. 25. Sample Personas SOURCE: http://becubed.me/2007/06/08/downloadan-example-persona-used-in-the-designof-a-web-application/ 10/28/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 25
  26. 26. SOURCE: http://act201213.wordpress.com/tag/personas/ 10/28/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 26
  27. 27. EXERCISE: Basic Persona Creation Let’s Get Creative: Make Up a Company Brief Elevator Pitch Brainstorm 2-3 Target Segments Create Basic Personas 10/28/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 27
  28. 28. How to Message / Talk to Clients Overarching Messaging Customer Lifecycle 10/28/2013 Personas Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 28
  29. 29. What’s the Secret? Cover all your bases Talk to them on THEIR terms 10/28/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 29 SOURCE: Google Images
  30. 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 Execution 10/28/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 30
  31. 31. Web Content and Customer Lifecycle Overlay Personas and Lifecycle Talk to All of Them Build into Navigation 10/28/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 31
  32. 32. Content Matrix Sample Product Widget #1 Widget #2 10/28/2013 Buyer's Journey Stage Discovery Bob Watkins, CxO Consideration Decision Discovery Sally Salesperson, Consideration User Decision Discovery Joe Dev, Consideration Implementer Decision Discovery Bridget Smith, Consideration Soccer Mom Decision Discovery Mark Wallace, Consideration Dedicated Dad Decision Discovery Ed & Sylvia Platt, Consideration Grandparents Decision Persona Topic CTA Conversion NEXT STEPS Newsletter Opt In White Paper Download Custom Quote Tool Newsletter Opt In White Paper Download Custom Quote Tool Newsletter Opt In White Paper Download Custom Quote Tool Newsletter Opt In White Paper Download Custom Quote Tool Newsletter Opt In White Paper Download Custom Quote Tool Newsletter Opt In White Paper Download Custom Quote Tool Add to long-term list Add to Drip Marketing Direct Sales Contact Add to long-term list Add to Drip Marketing Direct Sales Contact Add to long-term list Add to Drip Marketing Direct Sales Contact Add to long-term list Add to Drip Marketing Direct Sales Contact Add to long-term list Add to Drip Marketing Direct Sales Contact Add to long-term list Add to Drip Marketing Direct Sales Contact Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 32
  33. 33. SEO: Selecting Keywords Topics of Interest Product / Service Attributes Target Audience (Personas) Company Attributes 10/28/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 33
  34. 34. Exercise: Brainstorm Keywords Please volunteer one of your companies We will use your work so far to research 10/28/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 34
  35. 35. SEO: Optimizing Content So you have keywords… Now what? 10/28/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 35
  36. 36. SEO: Where to Put Keywords Page Title Meta Description Headline (H1) Subheads (H2, H3, H4, etc.) Image Alt-Tags In Body Content (1.0 – 1.5% Density) 10/28/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 36
  37. 37. EXERCISE: Find Target Keywords Let’s look at some real websites and see what they are targeting... 10/28/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 37
  38. 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 10/28/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 38
  39. 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! 10/28/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 39
  40. 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 Key Objective: Demand Generation 10/28/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 40
  41. 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 10/28/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 41
  42. 42. eCommerce and Customer Lifecycle eCommerce: A Unique Experience Full Life Cycle Fast Conversion to a Sale Think About the Stages! 10/28/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 42
  43. 43. eCommerce: Company-Centric LC SOURCE: http://video-commerce.org/?s=usability 10/28/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 43
  44. 44. eCommerce: Customer Retention Rules SOURCE: http://hbswk.hbs.edu/archive/1590.html 10/28/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 44
  45. 45. eCommerce: Standard Site Structure SOURCE: http://www.verticalleap.co.uk/blog/choosing-the-right-keywords-for-e-commerce/ 10/28/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 45
  46. 46. How to Message / Talk to Clients Overarching Messaging Customer Lifecycle 10/28/2013 Personas Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 46
  47. 47. Thank you! Questions? Connect with me: Tommy P. Landry, President Return On Now http://ReturnOnNow.com tommy@returnonnow.com Twitter: @tommy_landry 10/28/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 47
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