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Making 
Digital 
Marke-ng 
Work 
5 
easy 
ways 
to 
improve 
your 
online 
marke3ng 
results 
Webinar 
presenta3on 
with 
Michael 
Leander 
www.michaelleander.me
Most 
of 
us 
are 
leaking 
– 
why 
not 
fix 
that 
first?
Drive 
towards 
your 
objec=ves 
first 
, 
deadlines 
second 
! 
of 
95% 
If 
! 
wrong 
are 
you 
here, 
is 
effort 
your 
See 
video 
about 
being 
objec=ve 
driven 
hAp://www.youtube.com/watch?v=4mxvy_usWz8
Meet 
Good 
‘ol 
AIDA 
A 
= 
AFen3on 
(Awareness) 
I 
= 
Interest 
D 
= 
Desire 
A 
= 
Ac3on
Meet 
the 
new 
AIDA 
A 
= 
AFen3on 
(Awareness) 
I 
= 
Interest 
D 
= 
Desire 
E 
= 
Engagement 
A 
= 
Ac3on 
Engage 
me 
Shares 
& 
comments
Meet 
the 
new 
AIDA 
A 
= 
AFen3on 
(Awareness) 
I 
= 
Interest 
D 
= 
Desire 
E 
= 
Engagement 
A 
= 
Ac3on 
Shares 
& 
comments 
Eyeballs 
On-­‐ 
page 
$ 
Engage 
Re-­‐ 
ac3vate 
Nurture
Say 
hello 
to 
@michaelleander
Random 
=dbits 
of 
informa=on 
from 
the 
PLEA
Know 
your 
numbers 
Define 
your 
ideal 
funnel 
Describe 
your 
ideal 
lead 
Understand 
the 
buying 
process 
The 
Perfect 
Lead 
Acquisi3on 
System 
Establish 
ecosystem 
Develop 
aFractors 
push 
& 
pull 
Develop 
campaigns 
Develop 
nurturing 
plan 
Develop 
media 
plan 
Measure 
& 
improve 
First 
30 
days 
Automate 
Sign-­‐up 
tac=cs 
The 
PLEA 
Planned 
selling 
process 
ABOA
1. The 
power 
of 
MWR: 
Most 
Wanted 
Responses 
and 
how 
to 
implement 
these 
consistently 
for 
maximum 
effect. 
2. How 
to 
avoid 
common 
on-­‐page 
mistakes 
by 
understanding 
fric-on? 
3. How 
to 
improve 
the 
synergy 
between 
your 
ad 
messages 
and 
your 
landing 
pages 
for 
beFer 
results? 
4. Why 
emo-onal 
links 
work 
much 
beFer 
than 
descrip3ve 
links 
and 
how 
to 
implement? 
4 
½ 
amazingly 
simple 
online 
marke-ng 
components 
powered 
by 
commonsense
Acquiring 
a 
beAer 
Return 
on 
Marke=ng 
Investment 
is 
crucial 
for 
most 
businesses. 
ROMI 
is 
in 
the 
details
Ques3on 
! 
How 
confident 
are 
you 
about 
your 
online 
marke-ng 
assets 
(website, 
landing 
pages, 
blogs 
etc.) 
and 
their 
ability 
to 
meet 
your 
objec-ves? 
1) 
Extremely 
confident 
2) 
Confident 
3) 
Suddenly, 
I 
wonder 
4) 
Not 
confident 
at 
all 
5) 
I 
refuse 
to 
answer
Confident 
usually 
means 
“looking 
gooood”
Good 
looking 
in 
Hermés, 
but 
uAerly 
useless 
online
Ques3on 
! 
How 
many 
hours 
does 
it 
take 
for 
you 
and/or 
your 
team 
and/ 
or 
agency 
to 
create 
a 
standard 
webpage? 
1) 
Less 
than 
1 
hour 
2) 
1 
-­‐3 
hours 
3) 
4-­‐7 
hours 
4) 
8-­‐11 
hours 
5) 
More 
than 
11 
hours
Nurture 
and 
care 
for 
key 
pages 
the 
way 
you 
would 
care 
for 
your 
baby
The 
simplified 
flow 
Define 
purpose 
Decide 
MWR’s 
Add 
content 
Check 
SEO 
score 
and 
adjust 
Add 
MWR’s 
links 
Test 
look 
& 
feel 
+ 
op3mize 
Evaluate, 
adjust 
and 
run 
again 
Adjust 
again 
and 
run 
again 
A/B 
Test 
run 
traffic 
to 
page
How 
not 
to 
do 
when 
you 
hit 
it 
Big 
Time 
through 
SEO
Should 
have 
created 
an 
op=mized 
page 
as 
opposed 
to 
retaining 
the 
blog 
post 
format 
See 
page 
here 
hFp://www.michaelleander.me/blog/facebook-­‐engagement-­‐rate-­‐benchmark/
If 
you 
want 
to 
be 
a 
top 
performer, 
stop 
your 
“templa-zed” 
approach 
> 
Each 
page 
on 
your 
website, 
blog 
or 
e-­‐commerce 
plajorm 
serves 
a 
purpose. 
> 
Different 
purposes 
oken 
requires 
different 
approaches. 
Standards 
some3mes 
gets 
in 
the 
way 
of 
maximum 
success 
> 
If 
a 
page 
aFracts 
great 
traffic, 
consider 
op3mizing 
it 
towards 
your 
MWR’s
WHAT 
IS 
FRICTION 
AND 
HOW 
DO 
YOU 
DEAL 
WITH 
IT?
What 
to 
do 
about 
fric=on? 
• Remove 
disturbing 
elements 
to 
get 
the 
eye 
to 
focus 
on 
what 
maFers 
• Add 
a 
clear 
hook 
! 
• Add 
elements 
that 
will 
help 
the 
visitor 
(fully) 
understand 
your 
proposi3on 
Get 
the 
newsleWer 
to 
learn 
more 
about 
how 
you 
avoid 
fric-on: 
hFp://michaelleander.com/newsleFer.html
WHICH 
IS 
GOOD 
AND 
WHICH 
IS 
BETTER?
Simple 
is 
not 
always 
the 
best 
choice 
– 
remember 
the 
trade-­‐off 
! 
(law 
of 
reciprocity) 
See 
the 
page 
here 
hFp://michaelleander.com/newsleFer.html
How 
to 
structure 
a 
webpage 
• Know 
your 
purpose 
> 
start 
with 
the 
end 
in 
mind 
• Define 
your 
MWR’s 
– Most 
Wanted 
Responses, 
max. 
3-­‐5 
• Remove 
fric-on 
and 
resistance 
– Think 
about 
your 
web 
template 
– 
is 
it 
in 
the 
way 
of 
achieving 
your 
objec3ve? 
• Implement 
the 
MWR 
call 
to 
ac-ons 
consistently 
throughout 
your 
website
MWR 
= 
Most 
Wanted 
Response 
Using 
MWR 
think 
about 
what 
you 
1) 
Most 
want 
people 
to 
do 
2) 
Second 
most 
want 
people 
to 
do 
3) 
Third 
most 
want 
people 
to 
do 
Most 
of 
the 
=me, 
you 
cannot 
have 
it 
all. 
And 
you 
cannot 
sa=sfy 
everybody. 
You 
must 
make 
a 
conscious 
choice. 
A 
choice 
that 
helps 
you 
achieve 
your 
specific 
objec=ve.
Bad 
MWR 
Good 
MWR
Which 
is 
(usually) 
most 
effec-ve? 
Headline 
on 
top 
or 
below 
picture?
Words 
maAer 
a 
lot 
more 
than 
you 
think, 
but 
only 
if 
you 
know 
which, 
why, 
when 
and 
for 
how 
long
70% 
of 
people 
make 
purchasing 
decisions 
to 
solve 
problems. 
30% 
make 
decisions 
to 
gain 
something. 
Source: 
Impact 
Communica3ons
Thin 
Which 
problem 
are 
you 
solving? 
More 
about 
Steve 
hFp://www.campaignlive.co.uk/ 
news/910967/
The 
power 
of 
emo-onal 
links 
Click 
here 
or 
click 
here 
Click 
here 
to 
see 
how 
this 
helps
Integrate 
call 
to 
ac=ons 
on 
all 
pages 
85% 
15% 
Banner 
and 
text 
links 
are 
on 
the 
same 
web-­‐page
Think 
about 
text/copy 
and 
in 
par=cular 
headlines 
and 
their 
Emo=onal 
Marke=ng 
Value 
1. Slim 
down 
your 
lead 
acquisi3on 
funnel 
2. Improve 
your 
lead 
acquisi3on 
funnel 
Link: 
hFp://www.amins3tute.com/cgi-­‐bin/headline.cgi
Benefit 
driven 
headlines 
• Emo3onal 
Marke3ng 
Value 
(EMV)
Which 
last 
step 
call 
to 
ac=on 
(CTA) 
buAon 
is 
more 
effec=ve? 
Get 
my 
thing 
Get 
your 
thing 
Wins 
9 
out 
of 
10 
=mes
Pay 
aAen=on 
to 
details 
& 
don’t 
be 
afraid 
to 
experiment, 
don’t 
be 
afraid 
of 
failure 
Create 
a 
culture 
of 
experimenta=on
ABOA 
AAribute 
Benefit 
Objec=on 
Answer 
41
ABOA 
exercise 
for 
lead 
genera-on 
# 
AWribute 
(feature 
or 
characteris-cs) 
Benefit 
(to 
the 
customer) 
Objec-on 
(why 
isn’t 
the 
customer 
interested) 
Answer 
(to 
objec-on) 
1 
Free 
webinar 
Learn 
about 
… 
It 
is 
just 
a 
sales 
pitch 
not 
worth 
my 
-me 
_____________ 
2 
3 
A 
lead 
genera3on 
campaign 
is 
a 
campaign, 
which 
leverages 
a 
combina3on 
of 
channels 
to 
acquire 
qualified 
leads. 
The 
measurement 
is 
typically 
based 
on 
Cost 
Per 
Lead 
or 
the 
beFer 
Cost 
Per 
New 
Customer 
or 
Cost 
Per 
Order
How 
to 
structure 
a 
homepage 
for 
maximum 
response 
and 
success?
No 
more 
one 
size 
fits 
all 
– 
no 
more 
pretending
Personalize 
and/or 
customize 
the 
online 
experience
Dumb 
sta-c 
approach: 
Homepage
Sta=c 
approach 
insight 
driven: 
What 
does 
your 
visitor 
want 
to 
do 
next?
Model 
for 
content, 
customiza-on 
and 
personaliza-on 
planning
Can 
your 
visitors 
FURDIC 
? 
– Find 
– Understand 
– Relate 
– Do 
– Interact 
– Complete 
(transac3on)
Can 
your 
audience 
FURDIC 
? 
– Find 
> 
what 
are 
they 
looking 
for 
and 
why? 
– Understand 
> 
what 
do 
they 
need 
to 
understand 
? 
– Relate 
> 
what 
might 
they 
relate 
to? 
– Do 
> 
what 
would 
they 
like 
to 
do? 
– Interact 
> 
how 
and 
when 
would 
they 
like 
to 
interact 
with 
us? 
– Complete 
(transac3on) 
> 
what 
would 
they 
want 
to 
complete, 
or 
how 
would 
they 
like 
to 
transact?
FIND, 
Serve, 
Convert 
Dynamic 
Entry 
page 
Campaign 
Google 
Social
Am 
I 
in 
the 
right 
place 
? 
Looks 
for 
signals 
Finds 
signal 
quickly 
No 
signals 
found 
Good 
experience
Use 
commonsense 
> 
increase 
your 
conversion 
rates 
Banner 
adver3sement 
Landing 
page
Fix 
the 
basics 
before 
you 
aWempt 
to 
reinvent 
the 
wheel 
! 
90% 
of 
websites 
in 
India 
haven’t 
focused 
the 
founda6on 
(yet) 
and 
90% 
of 
CMO’s 
talk 
to 
impress 
when 
they 
meet
Don’t 
count 
the 
customers 
you 
reach 
– 
Reach 
those 
who 
count
CALL 
ME 
+45 
27 
28 
29 
53 
EMAIL 
ME 
Michael@michaelleander.me 
TWEET 
ME 
@michaelleander

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Digital Vidya: Making Digital Marketing Work

  • 1. Making Digital Marke-ng Work 5 easy ways to improve your online marke3ng results Webinar presenta3on with Michael Leander www.michaelleander.me
  • 2. Most of us are leaking – why not fix that first?
  • 3. Drive towards your objec=ves first , deadlines second ! of 95% If ! wrong are you here, is effort your See video about being objec=ve driven hAp://www.youtube.com/watch?v=4mxvy_usWz8
  • 4. Meet Good ‘ol AIDA A = AFen3on (Awareness) I = Interest D = Desire A = Ac3on
  • 5. Meet the new AIDA A = AFen3on (Awareness) I = Interest D = Desire E = Engagement A = Ac3on Engage me Shares & comments
  • 6. Meet the new AIDA A = AFen3on (Awareness) I = Interest D = Desire E = Engagement A = Ac3on Shares & comments Eyeballs On-­‐ page $ Engage Re-­‐ ac3vate Nurture
  • 7. Say hello to @michaelleander
  • 8. Random =dbits of informa=on from the PLEA
  • 9. Know your numbers Define your ideal funnel Describe your ideal lead Understand the buying process The Perfect Lead Acquisi3on System Establish ecosystem Develop aFractors push & pull Develop campaigns Develop nurturing plan Develop media plan Measure & improve First 30 days Automate Sign-­‐up tac=cs The PLEA Planned selling process ABOA
  • 10. 1. The power of MWR: Most Wanted Responses and how to implement these consistently for maximum effect. 2. How to avoid common on-­‐page mistakes by understanding fric-on? 3. How to improve the synergy between your ad messages and your landing pages for beFer results? 4. Why emo-onal links work much beFer than descrip3ve links and how to implement? 4 ½ amazingly simple online marke-ng components powered by commonsense
  • 11. Acquiring a beAer Return on Marke=ng Investment is crucial for most businesses. ROMI is in the details
  • 12. Ques3on ! How confident are you about your online marke-ng assets (website, landing pages, blogs etc.) and their ability to meet your objec-ves? 1) Extremely confident 2) Confident 3) Suddenly, I wonder 4) Not confident at all 5) I refuse to answer
  • 13. Confident usually means “looking gooood”
  • 14. Good looking in Hermés, but uAerly useless online
  • 15. Ques3on ! How many hours does it take for you and/or your team and/ or agency to create a standard webpage? 1) Less than 1 hour 2) 1 -­‐3 hours 3) 4-­‐7 hours 4) 8-­‐11 hours 5) More than 11 hours
  • 16. Nurture and care for key pages the way you would care for your baby
  • 17. The simplified flow Define purpose Decide MWR’s Add content Check SEO score and adjust Add MWR’s links Test look & feel + op3mize Evaluate, adjust and run again Adjust again and run again A/B Test run traffic to page
  • 18. How not to do when you hit it Big Time through SEO
  • 19. Should have created an op=mized page as opposed to retaining the blog post format See page here hFp://www.michaelleander.me/blog/facebook-­‐engagement-­‐rate-­‐benchmark/
  • 20. If you want to be a top performer, stop your “templa-zed” approach > Each page on your website, blog or e-­‐commerce plajorm serves a purpose. > Different purposes oken requires different approaches. Standards some3mes gets in the way of maximum success > If a page aFracts great traffic, consider op3mizing it towards your MWR’s
  • 21. WHAT IS FRICTION AND HOW DO YOU DEAL WITH IT?
  • 22. What to do about fric=on? • Remove disturbing elements to get the eye to focus on what maFers • Add a clear hook ! • Add elements that will help the visitor (fully) understand your proposi3on Get the newsleWer to learn more about how you avoid fric-on: hFp://michaelleander.com/newsleFer.html
  • 23.
  • 24.
  • 25.
  • 26. WHICH IS GOOD AND WHICH IS BETTER?
  • 27. Simple is not always the best choice – remember the trade-­‐off ! (law of reciprocity) See the page here hFp://michaelleander.com/newsleFer.html
  • 28. How to structure a webpage • Know your purpose > start with the end in mind • Define your MWR’s – Most Wanted Responses, max. 3-­‐5 • Remove fric-on and resistance – Think about your web template – is it in the way of achieving your objec3ve? • Implement the MWR call to ac-ons consistently throughout your website
  • 29. MWR = Most Wanted Response Using MWR think about what you 1) Most want people to do 2) Second most want people to do 3) Third most want people to do Most of the =me, you cannot have it all. And you cannot sa=sfy everybody. You must make a conscious choice. A choice that helps you achieve your specific objec=ve.
  • 31. Which is (usually) most effec-ve? Headline on top or below picture?
  • 32. Words maAer a lot more than you think, but only if you know which, why, when and for how long
  • 33. 70% of people make purchasing decisions to solve problems. 30% make decisions to gain something. Source: Impact Communica3ons
  • 34. Thin Which problem are you solving? More about Steve hFp://www.campaignlive.co.uk/ news/910967/
  • 35. The power of emo-onal links Click here or click here Click here to see how this helps
  • 36. Integrate call to ac=ons on all pages 85% 15% Banner and text links are on the same web-­‐page
  • 37. Think about text/copy and in par=cular headlines and their Emo=onal Marke=ng Value 1. Slim down your lead acquisi3on funnel 2. Improve your lead acquisi3on funnel Link: hFp://www.amins3tute.com/cgi-­‐bin/headline.cgi
  • 38. Benefit driven headlines • Emo3onal Marke3ng Value (EMV)
  • 39. Which last step call to ac=on (CTA) buAon is more effec=ve? Get my thing Get your thing Wins 9 out of 10 =mes
  • 40. Pay aAen=on to details & don’t be afraid to experiment, don’t be afraid of failure Create a culture of experimenta=on
  • 41. ABOA AAribute Benefit Objec=on Answer 41
  • 42.
  • 43. ABOA exercise for lead genera-on # AWribute (feature or characteris-cs) Benefit (to the customer) Objec-on (why isn’t the customer interested) Answer (to objec-on) 1 Free webinar Learn about … It is just a sales pitch not worth my -me _____________ 2 3 A lead genera3on campaign is a campaign, which leverages a combina3on of channels to acquire qualified leads. The measurement is typically based on Cost Per Lead or the beFer Cost Per New Customer or Cost Per Order
  • 44. How to structure a homepage for maximum response and success?
  • 45. No more one size fits all – no more pretending
  • 46. Personalize and/or customize the online experience
  • 48. Sta=c approach insight driven: What does your visitor want to do next?
  • 49. Model for content, customiza-on and personaliza-on planning
  • 50. Can your visitors FURDIC ? – Find – Understand – Relate – Do – Interact – Complete (transac3on)
  • 51. Can your audience FURDIC ? – Find > what are they looking for and why? – Understand > what do they need to understand ? – Relate > what might they relate to? – Do > what would they like to do? – Interact > how and when would they like to interact with us? – Complete (transac3on) > what would they want to complete, or how would they like to transact?
  • 52. FIND, Serve, Convert Dynamic Entry page Campaign Google Social
  • 53. Am I in the right place ? Looks for signals Finds signal quickly No signals found Good experience
  • 54. Use commonsense > increase your conversion rates Banner adver3sement Landing page
  • 55. Fix the basics before you aWempt to reinvent the wheel ! 90% of websites in India haven’t focused the founda6on (yet) and 90% of CMO’s talk to impress when they meet
  • 56. Don’t count the customers you reach – Reach those who count
  • 57. CALL ME +45 27 28 29 53 EMAIL ME Michael@michaelleander.me TWEET ME @michaelleander