Gary Ware – Web Marketing Manager Web Marketing Focus Group
THANK YOU!
The WEB  SHOULD  be  the  EPICENTER   for all MARKETING ACTIVITIES WWW
“ ” - Thomas Stewart, Editor Harvard Business Review August, 2006 Issue Editorial …  but companies’  selling processes hav...
92% of all technical buyers go online  FIRST  to research a possible purchase? “ ” -Forrester Research
In Order to be SUCCESSFUL you need to have a good ONLINE presence
Relevant Content & Simple Website Usability
Poll When was the last time you updated the content of your website?   Last Week?   Last Month?   Last Qtr?   Last 6 Month...
Source: Enquiro Search Solutions, Inc. Technical Buyer’s Top Influences   Vendor Websites Search  Engines Trade Shows 5.5 ...
Tips for Good Content <ul><li>Provide  relevant  Information that will help users through the buying cycle </li></ul><ul><...
Poor website usability can drive away potential sales Is this your website?
Tips for Good Usability <ul><li>The main navigation should be easy to use </li></ul><ul><li>Your users should be able to f...
Landing Pages
Poll Do you use landing pages?
Landing Pages keep users  focused  on the offer at hand.
The user needs to know  what to do , and  what’s in it for them
Types of Content Technical Buyer’s Prefer Source: MarketingSherpa Whitepapers 7.1 Case Studies 6.7 Product Literature 6.4 ...
Long Form Short Form
 
 
 
 
 
Tips for Successful Landing Pages <ul><li>Start with a clear call to action </li></ul><ul><li>Use document downloads as fu...
Overland is Here to Help!
Lead Generation Programs
Lead Generation Programs <ul><li>Contents </li></ul><ul><li>Flash Banner </li></ul><ul><li>Landing page </li></ul><ul><li>...
Assistance Maintaining Overland Product Info
Assistance Maintaining Product Info <ul><li>Possible Solutions </li></ul><ul><li>Bundle of product content and images </li...
Search Engine Marketing Program
Poll Do you currently use services like Google and Yahoo! for Sponsored listings?
 
 
 
Search Engine Marketing Program <ul><li>Full Service Program </li></ul><ul><li>Maintained by Overland’s Web Team </li></ul...
Search Engine Marketing Program <ul><li>Self Service Program </li></ul><ul><li>Overland Provides:  </li></ul><ul><ul><li>P...
Recap <ul><li>Relevant Content & Simple Website Usability  </li></ul><ul><li>Use Landing Pages to increase conversions   <...
Feedback
Gary Ware [email_address] Thank You!
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Web Marketing Focus Group

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This is the presentation that I gave at my company\'s partner summit. I provided some strategies to improve their web marketing, and got some feedback on some upcoming web programs.

Big thanks to Garr Reynolds and his Presentation Zen book for the inspiration!

Published in: Business, News & Politics
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Web Marketing Focus Group

  1. 1. Gary Ware – Web Marketing Manager Web Marketing Focus Group
  2. 2. THANK YOU!
  3. 3. The WEB SHOULD be the EPICENTER for all MARKETING ACTIVITIES WWW
  4. 4. “ ” - Thomas Stewart, Editor Harvard Business Review August, 2006 Issue Editorial … but companies’ selling processes have for the most part stayed the same . Customers’ buying processes have evolved in our world of ubiquitous, instant, global communication
  5. 5. 92% of all technical buyers go online FIRST to research a possible purchase? “ ” -Forrester Research
  6. 6. In Order to be SUCCESSFUL you need to have a good ONLINE presence
  7. 7. Relevant Content & Simple Website Usability
  8. 8. Poll When was the last time you updated the content of your website? Last Week? Last Month? Last Qtr? Last 6 Months?
  9. 9. Source: Enquiro Search Solutions, Inc. Technical Buyer’s Top Influences Vendor Websites Search Engines Trade Shows 5.5 5.1 4.6
  10. 10. Tips for Good Content <ul><li>Provide relevant Information that will help users through the buying cycle </li></ul><ul><li>Use bullet points to highlight useful information </li></ul><ul><li>Give your users what they want in a way that they will understand it </li></ul>
  11. 11. Poor website usability can drive away potential sales Is this your website?
  12. 12. Tips for Good Usability <ul><li>The main navigation should be easy to use </li></ul><ul><li>Your users should be able to find what they need in three clicks or less </li></ul><ul><li>It should be obvious how to purchase your product </li></ul><ul><li>Contact info should be highly visible </li></ul>
  13. 13. Landing Pages
  14. 14. Poll Do you use landing pages?
  15. 15. Landing Pages keep users focused on the offer at hand.
  16. 16. The user needs to know what to do , and what’s in it for them
  17. 17. Types of Content Technical Buyer’s Prefer Source: MarketingSherpa Whitepapers 7.1 Case Studies 6.7 Product Literature 6.4 Analyst Reports 6.1
  18. 18. Long Form Short Form
  19. 24. Tips for Successful Landing Pages <ul><li>Start with a clear call to action </li></ul><ul><li>Use document downloads as fulfillment items </li></ul><ul><li>Keep lead forms short and concise </li></ul>
  20. 25. Overland is Here to Help!
  21. 26. Lead Generation Programs
  22. 27. Lead Generation Programs <ul><li>Contents </li></ul><ul><li>Flash Banner </li></ul><ul><li>Landing page </li></ul><ul><li>Custom Tracking Code </li></ul><ul><li>Promotional Marketing Copy </li></ul>
  23. 28. Assistance Maintaining Overland Product Info
  24. 29. Assistance Maintaining Product Info <ul><li>Possible Solutions </li></ul><ul><li>Bundle of product content and images </li></ul><ul><li>iFrames </li></ul><ul><li>Content Syndication (subscription service) </li></ul>
  25. 30. Search Engine Marketing Program
  26. 31. Poll Do you currently use services like Google and Yahoo! for Sponsored listings?
  27. 35. Search Engine Marketing Program <ul><li>Full Service Program </li></ul><ul><li>Maintained by Overland’s Web Team </li></ul><ul><li>Customized landing pages </li></ul><ul><li>Leads will be imported into Partner Point </li></ul><ul><li>Leads are prequalified by Overland’s Telesales Dept </li></ul><ul><li>Cold leads are placed in Lead Nurturing Program </li></ul><ul><li>Use MDF to cover fees </li></ul>
  28. 36. Search Engine Marketing Program <ul><li>Self Service Program </li></ul><ul><li>Overland Provides: </li></ul><ul><ul><li>Program Playbook </li></ul></ul><ul><ul><li>High Converting Keywords </li></ul></ul><ul><ul><li>Optimal Bidding Strategy </li></ul></ul><ul><ul><li>Landing Page Suggestions </li></ul></ul><ul><li>Partner Provides </li></ul><ul><ul><li>Monthly Keyword Report </li></ul></ul><ul><li>Use MDF to cover fees </li></ul>
  29. 37. Recap <ul><li>Relevant Content & Simple Website Usability </li></ul><ul><li>Use Landing Pages to increase conversions </li></ul><ul><li>Overland is Here to help! </li></ul><ul><ul><li>Lead Generation Program </li></ul></ul><ul><ul><li>Product Info Maintenance </li></ul></ul><ul><ul><li>S.E. Marketing Program </li></ul></ul>
  30. 38. Feedback
  31. 39. Gary Ware [email_address] Thank You!

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