IABC ESIG - As the World Turns

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IABC ESIG - As the World Turns

  1. 1. As The World Turns How trends are affecting marketing programs
  2. 2. VISIBILITY
  3. 3. Know Your Website Visitors CAMPAIGN  PROCESS:   You  launch  a  website.   ROADBLOCK  #1:   Traffic  stats  are  low  and  you   have  no  idea  who  is  visiIng   the  site.    Good  quality  visitors?   THE  FIX:   Use  good  analyIcs  tools  like   AWSTATS,  LivePerson  Pro,   HubSpot,  Google  AnalyIcs.      
  4. 4. Web Analytic Tools
  5. 5. Web Analytic Tools
  6. 6. Web Analytic Tools
  7. 7. Web Analytic Tools
  8. 8. Geo-Target – Finding Your Location CAMPAIGN  PROCESS:   DirecIon  to  locaIon.   ROADBLOCK  #2:   No  locaIon  instrucIons  to   locaIon.    Cannot  print   instrucIons  to  locaIon.   THE  FIX:   Google  Places,  Geo-­‐Targeted   SEO,  Yahoo  Maps,  etc.  
  9. 9. Geo-Targeted SEO
  10. 10. Web Locator Tools
  11. 11. Web Locator Tools
  12. 12. Web Locator Tools
  13. 13. Geo Target with Language
  14. 14. Geo Target with Language
  15. 15. Web Awareness CAMPAIGN  PROCESS:   Search  for  product.   ROADBLOCK  #3:   Not  showing  up  on  first  page   of  search.   THE  FIX:   SEO  tools,  Keyword  analysis,   SEO  tags,  Reciprocal  links,  SEO   press  releases,  etc.      
  16. 16. Simple and Free SEO Analysis Tools
  17. 17. SEO in Press Releases
  18. 18. Web Awareness CAMPAIGN  PROCESS:   ROADBLOCK  #4:   Lack  of  website  links.   THE  FIX:   In-­‐page  and  reciprocal  links.     SEO  NavigaIon  bar.  
  19. 19. SEO Navigation Bar
  20. 20. Reciprocal Links
  21. 21. CONTENT DEVELOPMENT
  22. 22. Content Development CAMPAIGN  PROCESS:   Create  markeIng  content.   ROADBLOCK  #5:   Web  pages,  and  news  releases   appearing  online,  do  not  rank   high  on  relevant  searches.   THE  FIX:   Use  keyword  analysis  to   opImize  markeIng  copy     On-­‐Page.      
  23. 23. Tools & Techniques Success  factors  for  On-­‐Page   keyword  op1miza1on*   •  Page  Title   •  Page  DescripIon   •  Consider  URL  and  Browser  Title   •  <h1>  Tag  (Page  Head)   •  <h2>  Tags   •  Top  keyword  at  least  3x  on  page   •  Top  Keyword  in  Bold   •  Alt  text  for  images   A  new  way  of  life…   Inherent  in  all  marcom  wri1ng  now.   Serve  them  the  content  they  are   searching  for…   *www.seomoz.org
  24. 24. Resources http://guides.seomoz.org/chapter-4-basics-of-search-engine-friendly-design-and-development http://www.searchengineguide.com/stoney-degeyter/the-best-damn-o.php
  25. 25. Content Development CAMPAIGN  PROCESS:   Drive  traffic  with  e-­‐mail.   ROADBLOCK  #6:   E-­‐blasts  do  not  generate  as   many  comments  or  as  much   response  as  they  once  did.   THE  FIX:   Begin  with  your  House  List.   Grow  it  with  valuable  content.   The  rules  of  DM  sIll  apply!  
  26. 26. Tools & Techniques Success  factors  in  Direct   Marke1ng   •  Your  list  maeers  most—more   than  everything  else,  including   the  creaIve   •  Your  “House  List”  is  the  best  list   you  have     •  The  value  of  your  offer  is  second   most  important     –  Think  Subject  Line   •  Personalize     •  Segment   Use Searches (or Queries) to •  Be  relevant  and  Imely   develop highly-relevant, segmented sending lists.
  27. 27. Tools & Techniques Success  factors  in  Direct   Marke1ng   •  Your  list  maeers  most—more   than  everything  else,  including   the  creaIve   •  Your  “House  List”  is  the  best  list   you  have     •  The  value  of  your  offer  is  second   most  important     –  Think  Subject  Line   •  Personalize     Most attorneys, for example, have •  Segment   other attorneys as a primary referral source. •  Be  relevant  and  Imely   It’s not that hard for attorneys to figure out what “turns on” other attorneys.
  28. 28. Tools & Techniques Success  factors  in  Direct   Marke1ng   •  Your  list  maeers  most—more   than  everything  else,  including   the  creaIve   •  Your  “House  List”  is  the  best  list   you  have     •  The  value  of  your  offer  is  second   most  important     –  Think  Subject  Line   •  Personalize     •  Segment   Sign-up Screen •  Be  relevant  and  Imely  
  29. 29. Tools & Techniques Success  factors  in  Direct   Marke1ng   •  Your  list  maeers  most—more   than  everything  else,  including   the  creaIve   •  Your  “House  List”  is  the  best  list   you  have     •  The  value  of  your  offer  is  second   most  important     –  Think  Subject  Line   •  Personalize     •  Segment   Thank You/Confirmation Screen points site visitors back into your •  Be  relevant  and  Imely   Web site…
  30. 30. CONTENT DELIVERY
  31. 31. Is Flash Dead? CAMPAIGN  PROCESS:   Flash  website.   ROADBLOCK  #7:   Key  components  of  your  site   cannot  be  seen  on  an  iPad,   iPhone  or  indexed.   THE  FIX:   jQueries  
  32. 32. The Problem Without Flash support, iPad users will not be able to access the full range of web content, including over 70% of games and 75% of video on the web. Modimy.com
  33. 33. jQuery
  34. 34. Effective Email Format CAMPAIGN  PROCESS:   Send  an  email  with  offer.   ROADBLOCK  #8:   Cannot  see  the  offer.   THE  FIX:   Use  a  combinaIon  of  text  and   supporIve  use  of  images.      
  35. 35. Images Off – Still Read
  36. 36. Images On – Same Message
  37. 37. Have Mobile Will Buy CAMPAIGN  PROCESS:   Email  with  offer  on   ROADBLOCK  #9:   mobile.   Walk  into  store  and  show   coupon  on  phone,  not  printed   –  not  accepted.   THE  FIX:   QR  Code,  Scan  Barcode  from   Mobile.      
  38. 38. Scan Mobile Coupon
  39. 39. PROMOTION
  40. 40. Promotion CAMPAIGN  PROCESS:   Landing  pages  for  online   ROADBLOCK  #10:   promoIon.   Clicks  to  our  Web  site  do  not   generate  enough  sales  leads.   THE  FIX:   Dedicated  Landing  Pages  to   help  increase  conversion  to   leads,  www.unbounce.com.      
  41. 41. Tools & Techniques Success  factors  for  dedicated   Landing  Pages*   •  Eliminate  unnecessary  steps  or   difficulty   •  Answer  two  crucial  quesIons   within  the  first  moment  of  any   transiIon:     –  Where  am  I?     –  What  can  I  do  here?   •  Communicate  your  key   differenIator(s)   •  Use  specific,  quanItaIve,  and   Unbounce.com provides a platform instantly  credible  language   specifically designed for building action-oriented Landing Pages *www.marketingexperiments.com
  42. 42. Tools & Techniques Success  factors  for  dedicated   Landing  Pages*   •  Eliminate  unnecessary  steps  or   difficulty   •  Answer  two  crucial  quesIons   within  the  first  moment  of  any   transiIon:     –  Where  am  I?     –  What  can  I  do  here?   •  Communicate  your  key   differenIator(s)   •  Use  specific,  quanItaIve,  and   instantly  credible  language   Unbounce.com provides an easy way to test withSplit A/B Tests. *www.marketingexperiments.com
  43. 43. Promotion CAMPAIGN  PROCESS:   Lead  nurture.   ROADBLOCK  #11:   People  aren’t  ready  to  buy   now;  sales  people  don’t  stay  in   touch  and  they  get  lost.   THE  FIX:   ProgrammaIc  system  for   touching  people.  Match  your   frequency  to  their  acIvity.      
  44. 44. Tools & Techniques A  few  success  factors  for     Lead  Nurture   •  Recognize  the  80/20  rule—   80  percent  of  leads  may  not  be   ready  for  six  months  or  longer   •  If  you  don’t  nurture  their  interest   with  your  marcom  content,  your   compeItor  will   •  Arrange  the  “Buying  Funnel”   according  to  how  they  buy,  not   how  your  people  sell   •  Segment  buyer  groups  and   customize  content  to  each   Access to Law Advisory requires •  Luck  happens   separate subscription.

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