5W25 Building Your Online Marketing Engine Advanced Strategies Derek Brown Feb 3, 2010
5W/25 Partner Training
Partners Webcast Series
“Focused on Growing
Online Marketing Engine
Founder - Pronto Marketing
Focus on IT services marketing
125+ clients; US, CA, UK, HK, AU
Team of 11 FTE + ~10 Freelancers
12+ Years at Microsoft
BMO Director Microsoft Thailand
Director Product Management SBS
Director WW Marketing Mobile Devices
Also tech start-ups, TechData and more…
Adjunct Professor Digital Marketing Strategies
Blogging & Social
Blogging & Social
Content The Search
Development Monthly Strategies
Your prospect is a click away from goodbye
Unless the first impression is favorable,
visitors will be out of your site before they
even know that you might be offering more
than your competitors,”
14.6% click on
0% More Info
Room to Improve
Build on “What We Do”
Move the Example sites up to a
Blog is balanced at 11% between
menu and highlights – keep it.
Work on better visibility for the
testimonial – perhaps build into
Close the sale on Next Steps
Beyond the 10 Pack Basics
Addresses in sync – all sources
Physical Address – no PO Boxes
Local Phone number – not 800
Industry and Local keywords in both title and
description. Don’t stuff!
Business Details – have complete information
Listings in Local, Vertical Directories create citations
Digital Media in the listing – the more the merrier
Geo-tag photo – see http://picasa.google.com
Create KML & KMZ files in Google Earth
Reviews – manage and get good ones
Relevance: Keyword Strategies
USA monthly searches:
300,000 “IT Support”
30,000 “Technology Service”
1. Competitive landscape
3. Population Density
4. Local nomenclature
5. Long –tail industry keywords
Don’t chase after keywords you can’t win,
win the keywords you chase after.
28 Learn More: http://support.prontomarketing.com/forums/89170/entries/79720
Rank Tips: Two Options
Option #1 Pay a lot of money
Option #2 Do a lot of work
Reviews, Blogs, Clients, Organizations, PR
Quality Matters– the Page Rank of the referring site
Inbound links you manage use local and industry
keywords not your company name
• Strong preference for
E-mail & Newsletters
• Overall, online and digital
content is the preferred
media for communication
Learn what your
"Mommy, Where Does Content Come From?"
11 Easy Ways to Create Great Stuff
1. Think small.
2. Think really small.
4. Record presentations or speeches.
5. Post presentations on SlideShare.
6. Chat with customers.
7. Interview luminaries.
8. Share real-time photos. C
9. Ask customer service.
10. Go behind-the-scenes.
11. Bust silos.
Thank you! Ann Handley, Chief Content Officer, MarketingProfs
Getting online marketing in gear for Microsoft Partners