November 28, 2012
Presenter:         Ruth P. Stevens                                  President, eMarketing Strategy                        ...
Tips for this Event• All lines will be muted for the presentation• This presentation will be recorded• This presentation w...
Who We Are• Allegra Network LLC  – International network of over 500 graphic    communications companies; $300 million sal...
What We Offer– Strategic Marketing Planning                 –   Public Relations– Copywriting                             ...
Our agenda todayIntroduction: Marketing planning  – Audience identification/profiling  – Preparing a Value Proposition sta...
“If you don’t know where you’re going,any road can take you there.”MARKETING PLANNING
Defining your target customersIn business markets    In consumer markets• Industry             • Demographics• Company siz...
Create “personas”• Persona: A fictional character representing a target  segment.   – Aka “profile.”• Useful in crafting r...
Value proposition template                 Element                      Target          For…                       Custome...
Setting marketing objectives Examples of general business objectives 1. Build awareness of your business. 2. Find new cust...
Objectives checklist Generate qualified sales      Achieve a topline revenue  leads                         Achieve a b...
Make your objectives specificExamplesGrow topline revenue 6% within the fiscalyear, on 3% increase in sales and marketingb...
5 MUST-HAVES IN TODAY’S DIGITALMARKETING WORLD
1. A well-crafted website                                  Content checklist• Keyword-rich copy, tags,    •               ...
Turn your website intoa lead generation machine                 Motivate visitors to leave behind                 their co...
A new technique in B-to-B for           de-anonymizing website visits• Matching data from the visitor’s browser  with offl...
18
2. Search engine marketing (SEM)                     • Google AdWords is the leader.                            – Also Bin...
Refine your local search                                                            Local engines• Much of search queries ...
5 landing page best practices1. Visually connect the          In this landing page test Ion Interactive found             ...
3. Sales collateralBrochures,                       Professional identityPoint of sale                    materialsmaterials
The emerging field of Content Marketing
The rising importance of video                                                                             Where to use vi...
4. A prospecting program• Prospecting via look-alike analysis.• Outreach program for customer acquisition  or lead generat...
Segment and profile             your customer base• Enhance your customer list with demographic  information.  • Up to 28 ...
The customer acquisition process• Outbound communications.• A motivational offer.• Response management.• For lead generati...
Top prospecting mediaConsumer markets          Business markets• Broadcast               • Website registration or IP• Pri...
Response rate benchmarksSource: The DMA 2012 Response Rate study
Cost per response benchmarksSource: The DMA 2012 Response Rate study
Top motivational offers      Type of incentive                         B-to-B B-to-CFree gifts                            ...
Response managementConsumer markets                       Business markets• Capture response code.               • Capture...
Making the link                                     between the                                     outbound              ...
Nurture inquiries that are not ready for a               salesperson• 45% of all business inquiries result in a sale—  eve...
Customer development communications • Top media for ongoing customer development:   – Email   – Mail   – Telephone (in B2B...
Keeping your customer data clean1. Train and motivate customer-facing personnel to   update the data.2. Use data-cleansing...
The 5 marketing “must-haves”SUMMARY
The 5 marketing “must haves”1.   A well-crafted website.2.   PPC SEM.3.   Sales collateral.4.   A prospecting program.5.  ...
2 nice-to-havesMedia relations              Social media• PR outreach to  journalists and bloggers• Contributed articles
Thank youruth@ruthstevens.com@RuthPStevens                       Visit                       MaximizingLeadGeneration.com ...
For More InformationVisit www.allegranetwork.com to      find a location near you
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5 Marketing Must Haves

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5 Marketing Must Haves

  1. 1. November 28, 2012
  2. 2. Presenter: Ruth P. Stevens President, eMarketing Strategy www.ruthstevens.com Moderator: Jessica Eng VP of Marketing, Allegra Network www.allegranetwork.comBrought to you by the brands of Allegra Network
  3. 3. Tips for this Event• All lines will be muted for the presentation• This presentation will be recorded• This presentation will be available for download on www.allegranetwork.com• Please enter your questions into the chat box and we will address them during scheduled Q&A
  4. 4. Who We Are• Allegra Network LLC – International network of over 500 graphic communications companies; $300 million sales – Ranked #196 in Entrepreneur Magazine’s Franchise 500 – Locally owned and operated with Network support and resources Brought to you by the brands of Allegra Network
  5. 5. What We Offer– Strategic Marketing Planning – Public Relations– Copywriting – Market research/Customer Research– Graphic design – Promotional products– Prepress services – Web-to-print systems– Offset printing – Automated referral programs– Database research, selection, management – Automated loyalty programs– Digital printing – Web design, development and optimization services– Wide format printing of signs, banners and displays – Mobile marketing solutions– Mailing services – Variable data programs/PURLs– Media analysis, negotiation and purchasing – E-mail marketing – Trade show/Event analysis and support Local, one-stop solution for communications strategies with measurable results
  6. 6. Our agenda todayIntroduction: Marketing planning – Audience identification/profiling – Preparing a Value Proposition statement – How to set concrete, attainable objectives5 Must-haves in today’s digital marketing world 1. A well-crafted website. 2. SEO & SEM. 3. Sales collateral. 4. A prospecting program. 5. Customer development communications.Wrap-up – A few nice-to-haves
  7. 7. “If you don’t know where you’re going,any road can take you there.”MARKETING PLANNING
  8. 8. Defining your target customersIn business markets In consumer markets• Industry • Demographics• Company size • Geography• Job title/function • Needs• Needs • Interests• Product usage • Product usage
  9. 9. Create “personas”• Persona: A fictional character representing a target segment. – Aka “profile.”• Useful in crafting relevant messaging and motivational offers. Meet Joe. Hes owner and CEO of a growing, mid-sized stock brokerage company. Joe is a gregarious guy, married, with two children. His wife works, so there’s always more to get done in the day than they can handle. Joe wears a suit to the office, but is actually more comfortable in casual clothes. He drives a roomy 4-door. In the downturn, his company took quite a hit, so he’s looking for ways to get back on track and run the business more efficiently, using technology. 9
  10. 10. Value proposition template Element Target For… Customer segment Who need… Customer problem Our offering… Product or offering That provides… Customer benefit Unlike… Primary competitors Our offering… Points of distinctionExample For consumer households who need a full range of pharmacy services, CVS provides a one-stop shop. Unlike the small local drugstore, CVS stores offer a wide range of healthcare products and services, at great prices.
  11. 11. Setting marketing objectives Examples of general business objectives 1. Build awareness of your business. 2. Find new customers. 3. Get more value from existing customers. 4. Grow topline revenue. 5. Grow bottom line profits.
  12. 12. Objectives checklist Generate qualified sales  Achieve a topline revenue leads  Achieve a bottom line Gather new prospects for profit the database and for later  Gain market share cultivation  Retain current customers, Enter a new market penetrate current accounts Build awareness  Conduct market research Recruit channel partners  Influence the press or Recruit new employees financial community Recruit strategic partners  Launch a new product12
  13. 13. Make your objectives specificExamplesGrow topline revenue 6% within the fiscalyear, on 3% increase in sales and marketingbudget.Establish 5 new accounts in six months.Generate 35 qualified leads in the quarter.
  14. 14. 5 MUST-HAVES IN TODAY’S DIGITALMARKETING WORLD
  15. 15. 1. A well-crafted website Content checklist• Keyword-rich copy, tags, • • white paper research report SEO basics. • • case study archived webinar • brochure• External validation. • • eBook newsletter –Testimonials • • article reprint podcast • video or book –Case studies • • demo CD blog entries• Plenty of rich content to • • Tweets Infographic • executive interview educate prospects. • “10 Tips” document –Your #1 SEO tool
  16. 16. Turn your website intoa lead generation machine Motivate visitors to leave behind their contact information.
  17. 17. A new technique in B-to-B for de-anonymizing website visits• Matching data from the visitor’s browser with offline business data, and flagging the account as a prospect. – IP address identifies company – Company data is sourced from B-to-B databases• Providers: – VisitorTrack, from NetFactor – Demandbase Stream – LEADSexplorer
  18. 18. 18
  19. 19. 2. Search engine marketing (SEM) • Google AdWords is the leader. – Also Bing, Yahoo, vertical engines. • How to write a great SEM ad: 1. Write specific ads for specific keywords. 2. Include a motivational offer and call to action. 3. Include a dedicated landing page. 4. Test copy and keywords. Matching ad to keywords Strong example “Dyson animal vacuum.“ Get Dyson Animal Vacuums Weak example Bagless, upright vacuums in many Dyson Vacuums colors. Free shipping. Order today We offer 3000+ vacuum cleaners. www.vacuum.com/animal_vac Deals on Dyson vacuums. www.vacuum.com/animal_vacExample thanks to Mona Eleseily, of Page Zero Media
  20. 20. Refine your local search Local engines• Much of search queries are about local • Google solutions • Bing • Yahoo! – 30% of desktop search • Expressupdate – 60% of mobile search • localeze • Yelp!• Optimize your website copy with local • Foursquare words. • superpages.com – “Chicago life insurance agent” or “car rental in • yp.com San Francisco” • Citysearch • hotfrog• Claim and optimize your local profiles • Best Web on search engines and directories. • Nokia – Keep them updated.
  21. 21. 5 landing page best practices1. Visually connect the In this landing page test Ion Interactive found the video lifted conversion by 300%. landing page to the ad. – Landing pages specific to the outbound message improve response by 48% according to Marketo2. Deliver on the ad’s promise.3. Ask for only the data you need.4. Pre-populate forms where possible.5. Test!
  22. 22. 3. Sales collateralBrochures, Professional identityPoint of sale materialsmaterials
  23. 23. The emerging field of Content Marketing
  24. 24. The rising importance of video Where to use video 64% Website visitors are 64% more likely to buy a • Home page product after watching a video, says comScore. • Your YouTube channel • Email 403% Real estate ads containing video generated 4x • Facebook the leads, compared to regular ads, in Australia. • Twitter 59% 59% of senior executives would rather watch • Your blog video than read text, says Forbes Insight. Best video applications 65% And 65% of those who watched, clicked through. • Product demo 96% Response rates to introductory consumer emails • Customer testimonial including video were 96% higher, says Implix. • Product usage • Troubleshooting 200% Video caused response to B2B emails to double or triple, says Forrester. 75% Including video in email reduced subscriber opt- outs by 75%, says Eloqua.Source: http://www.videobrewery.com/blog/18-video-marketing-statistics
  25. 25. 4. A prospecting program• Prospecting via look-alike analysis.• Outreach program for customer acquisition or lead generation.
  26. 26. Segment and profile your customer base• Enhance your customer list with demographic information. • Up to 28 consumer and 16 business demographic overlays.• Segment the file by key variables. – Buying behavior, customer value, geography, etc.• Identify profile of best customers. – Find additional “like-kind” prospects. – Refine your messaging.
  27. 27. The customer acquisition process• Outbound communications.• A motivational offer.• Response management.• For lead generation: – Inquiry qualification and hand-off. – Lead nurturing.
  28. 28. Top prospecting mediaConsumer markets Business markets• Broadcast • Website registration or IP• Print address identification• Internet: • SEO, SEM – SEO, SEM • Telemarketing – Banner advertising • Direct mail – Social media • Trade shows
  29. 29. Response rate benchmarksSource: The DMA 2012 Response Rate study
  30. 30. Cost per response benchmarksSource: The DMA 2012 Response Rate study
  31. 31. Top motivational offers Type of incentive B-to-B B-to-CFree gifts 3.43 3.59Free information 3.64 2.78Free/reduced shipping 2.20 2.60 EffectivenessFree sample 3.00 2.92 rating on aFree trial 3.13 3.00 scale of 1 to 5Sweepstakes 2.83 2.67Discounts 3.33 3.47Buy one, get one free 2.00 2.94Frequent buyer/loyalty program 2.20 2.77 Source: The DMA “Getting Creative” study
  32. 32. Response managementConsumer markets Business markets• Capture response code. • Capture response code.• Fulfill on the promise. • Fulfill on the offer. Response code options • Conduct qualification• Unique keycode communications.• URL/PURL• Unique 800 number• Pixel Response vehicle options• Link • BRE/BRC • Email • Fax • Phone • URL/PURL
  33. 33. Making the link between the outbound communication and the responseA CVS email promotion links to alanding page with barcode that canbe scanned at retail.
  34. 34. Nurture inquiries that are not ready for a salesperson• 45% of all business inquiries result in a sale— eventually. Don’t let your competitor get the business.• Institute a nurturing process – A series of communications to build awareness and trust, and maintain contact till the prospect is ready to see a salesperson• Some nurturing tactics: – Email newsletters – Outbound telephone – Event invitations – New product announcement 34
  35. 35. Customer development communications • Top media for ongoing customer development: – Email – Mail – Telephone (in B2B) • Keep the messaging valuable. – Relevant – Informative – Not sales-y – No chest-pounding
  36. 36. Keeping your customer data clean1. Train and motivate customer-facing personnel to update the data.2. Use data-cleansing software, internally or externally.3. Standardize data and train key-entry personnel . – IBM… versus… International Business Machines4. Allow customers access to their records on your website, so they can make changes.5. Use outbound phone or email to verify.
  37. 37. The 5 marketing “must-haves”SUMMARY
  38. 38. The 5 marketing “must haves”1. A well-crafted website.2. PPC SEM.3. Sales collateral.4. A prospecting program.5. Customer development communications.
  39. 39. 2 nice-to-havesMedia relations Social media• PR outreach to journalists and bloggers• Contributed articles
  40. 40. Thank youruth@ruthstevens.com@RuthPStevens Visit MaximizingLeadGeneration.com for a free sample chapter.
  41. 41. For More InformationVisit www.allegranetwork.com to find a location near you

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