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Crafting the Message: Getting Action Online

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Examining your message, landing page and call-to-action for your online marketing effort. 1st webinar in 3-part series. Link is at: https://connect.extension.iastate.edu/p3oxcz9xt56/?launcher=false&fcsContent=true&pbMode=normal . Next sessions will examine Blogging and Use of Video.

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Crafting the Message: Getting Action Online

  1. 1. Entrepreneurs and Their Communities Crafting the Message: Effective Online Marketing Glenn Muske – NDSU Connie Hancock - UNL Extension Co-Sponsored by RRDC REGIONAL RURAL DEVELOPMENT CENTERS
  2. 2. Housekeeping Details • If you haven’t already done so, enter your name/email address into the chat box • Session will be recorded • Feel free to type questions/comments at any time
  3. 3. The Starting Point “Build it and they will come” doesn’t work
  4. 4. Examine Your Behavior • What was the last marketing message you saw or heard? • Did you respond? • Why did you respond? • In what media type did you find the message?
  5. 5. Your Marketing Message Must Meet 3 Requirements 1. It gets seen in the jungle – 5000/day or 200 per hour • http://bit.ly/1jqhCBb 2. Message must resonate with the consumer 3. There is a call-to-action
  6. 6. Crafting the Message • Who is the audience • What do they need? What is their headache/problem? • How can you help? It’s not what’s in it for me but what’s in it for them. Think benefits • How do you differ from the competition • Build trust – testimonials, examples, past results,
  7. 7. Some Basics • Marketing is: – Everything you do – Traditional and online – Internal and external – Done by everyone – you, your employees, your customers and your ex-customers – Activities pre, during, and post – SERVICE!
  8. 8. Some Basics: Part 2 • Marketing can: – Sell – Create awareness – Build a brand/identity/trust/relationships – Communicate value/benefits of product/service – Establish yourself in the marketplace – Make connections – Identify who the customer is, what they want and what price they will pay;
  9. 9. Some Basics: Part 3 • Marketing occurs: – Everywhere and anywhere – Among people – And today, a great deal happens online.
  10. 10. Why Online Marketing? • It’s where people are • It influences purchasing behavior – Forrester Research – Buyer today is often 2/3 to 90% of the way through the decision making process before they ever interact with a person – Got there by gathering information online
  11. 11. Your Online Marketing Effort
  12. 12. Online Marketing Keys • Content is king • Distribution is queen • And action trumps them all. – Action rarely happens if the consumer: • Doesn’t know where to go (landing pages) • Isn’t asked to do anything (Call-to-action)
  13. 13. The Marketing Process Evaluation and Start Over Marketing Goals Call to Action Message Landing Page Remember there is nothing that can’t be made better.
  14. 14. Landing Page defined • “…a web page that allows you to capture a visitor’s information through a lead-capture form.” Hubspot
  15. 15. Why landing pages are important • • • • • Generate New Leads Give premium content a home Collect demographic information Understand who is engaged Can be used in multi-channel campaigns http://blog.katapult.co.uk/inbound/inbound-marketing-101-landing-pages-explained/
  16. 16. Good Landing Page Experience – Provides relevant, useful, and original content – Promotes transparency and fostering trustworthiness – Explains your products or services – Makes it easy for customers to navigate your site (including on mobile sites) https://support.google.com/adwords/answer/2404197?hl=en
  17. 17. Elements of a Landing Page • • • • • • • • C = Clear Call to Action O = Offer N = Narrow Focus V = VIA: Very Important Attributes E = Effective Headline R = Resolution – Savvy Layout T = Tidy Visuals S = Social Proof http://blog.kissmetrics.com/c-o-n-v-e-r-t-s/
  18. 18. Write content for the purpose of educating and informing • Offer smaller, bite-sized pieces of your content that can easily digest and easily share • Not entirely unique, but taken from longer pieces that people can opt in or decide to read at their leisure • These can be data points, memorable phrases or action items and will fit nicely for Facebook or Twitter posts http://searchenginewatch.com/article/2320358/5-Ways-to-Have-Killer-Content-in-2014
  19. 19. Perfect Landing Page • Heading – – What they are about to get and why it is important • • • • Bullets Testimonials Call to Action Place for customer to fill in contact information – Less fields to fill in – the better
  20. 20. Improving Your CTA • What do you want customers to do • Create the Hook – What’s in it for me? • Give your customers a reason to act – Provide the sense of urgency • Optimize CTA • Consistent presentation • Test and Measure http://www.socialmediaexaminer.com/how-to-improve-your-social-media-calls-toaction/
  21. 21. Optimizing Call To Action • • • • Consistent presentation Qualify your offer – 100 left Size matters BIG time Placement is key – ”Don’t make me think” – 3 to 5 seconds • Brightly Colored • Whitespace wonders • It’s not what you say – it’s how you say it! http://www.instapage.com/2013/02/20/5-call-to-action-tips/#more-5422
  22. 22. How to get started • Offer something for free – If value is there – the customer will take action Call to Actions Download Buy Find Get Order Purchase Review Shop
  23. 23. • https://squareup.com/
  24. 24. Test – Test - Test • Test different online pages • Test how people respond • Test Social Media – Email marketing – Tweet – Facebook page – Blog • Test Traditional marketing
  25. 25. • Content is what people want. • Content is what people share. • Content is what makes buying decisions happen. http://www.copyblogger.com/2014rainmaker/?utm_source=feedblitz&utm_medium=FeedBlitzEmail&utm_content=779131 &utm_campaign=0
  26. 26. Additional resources • http://huskerpreneur.wordpress.com/resourc es/workshop-materials/landing-pages/ • • • • • • http://www.copyblogger.com/2014rainmaker/?utm_source=feedblitz&utm_medium=FeedBlitzEmail&utm_content=7 79131&utm_campaign=0 http://www.instapage.com/2013/02/20/5-call-to-action-tips/#more-5422 http://searchenginewatch.com/article/2320358/5-Ways-to-Have-Killer-Content-in2014 http://blog.kissmetrics.com/c-o-n-v-e-r-t-s/ https://support.google.com/adwords/answer/2404197?hl=en http://blog.katapult.co.uk/inbound/inbound-marketing-101-landing-pagesexplained/
  27. 27. eTailing – Taking Charge of Your Online Presence http://go.unl.edu/etailing
  28. 28. Online Curriculums • Direct Marketing of Specialty Food • Marketing Agritourism Online http://go.unl.edu/direc http://go.unl.edu/agrit tmarketingfood ourism
  29. 29. Follow us on Blog - http://entrepreneursandtheircommunities.wordpress.com/ Facebook - https://www.facebook.com/eXtensionentrepreneurs Twitter - http://www.twitter.com/extbizteam
  30. 30. Thank You! Mark your calendars 2nd Thursday, 2:00pm ET; 1:00pm CT; 12 pm MT; 11:00 am PT http://connect.extension.iastate.edu/etc-cop – February 13 –Blogging for Food – Jennifer Lewis – The Soup to Nuts Resource for Artisan Food Entrepreneurs – March 13 – Incorporating Video into the Marketing Strategy – Jeremy Doan, Rolling Plains Adventures

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