The presentation outlined 5 essential elements for modern digital marketing: 1) a well-crafted website with keyword-rich content and external validation, 2) search engine marketing like Google AdWords, 3) sales collateral like brochures and videos, 4) a prospecting program using look-alike analysis and outreach, and 5) ongoing customer communications. The presenter also discussed additional techniques like media relations and social media. The goal was to provide a comprehensive local solution for measurable marketing strategies.

1. November 28, 2012

2. Presenter: Ruth P. Stevens
President, eMarketing Strategy
www.ruthstevens.com
Moderator: Jessica Eng
VP of Marketing, Allegra Network
www.allegranetwork.com
Brought to you by the brands of Allegra Network

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. 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. 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. Our agenda today
Introduction: Marketing planning
– Audience identification/profiling
– Preparing a Value Proposition statement
– How to set concrete, attainable objectives
5 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. “If you don’t know where you’re going,
any road can take you there.”
MARKETING PLANNING

8. Defining your target customers
In business markets In consumer markets
• Industry • Demographics
• Company size • Geography
• Job title/function • Needs
• Needs • Interests
• Product usage • Product usage

9. Create “personas”
• Persona: A fictional character representing a target
segment.
– Aka “profile.”
• Useful in crafting relevant messaging and
motivational offers.
Meet Joe. He's 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. 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 distinction
Example
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. 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. 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 product
1
2

13. Make your objectives specific
Examples
Grow topline revenue 6% within the fiscal
year, on 3% increase in sales and marketing
budget.
Establish 5 new accounts in six months.
Generate 35 qualified leads in the quarter.

14. 5 MUST-HAVES IN TODAY’S DIGITAL
MARKETING WORLD

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. Turn your website into
a lead generation machine
Motivate visitors to leave behind
their contact information.

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

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_vac
Example thanks to Mona Eleseily, of Page Zero Media

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. 5 landing page best practices
1. 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 Marketo
2. Deliver on the ad’s
promise.
3. Ask for only the data you
need.
4. Pre-populate forms
where possible.
5. Test!

22. 3. Sales collateral
Brochures, Professional identity
Point of sale materials
materials

23. The emerging field of
Content Marketing

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. 4. A prospecting program
• Prospecting via look-alike analysis.
• Outreach program for customer acquisition
or lead generation.

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. The customer acquisition process
• Outbound communications.
• A motivational offer.
• Response management.
• For lead generation:
– Inquiry qualification and hand-off.
– Lead nurturing.

28. Top prospecting media
Consumer 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. Response rate benchmarks
Source: The DMA 2012 Response Rate study

30. Cost per response benchmarks
Source: The DMA 2012 Response Rate study

31. Top motivational offers
Type of incentive B-to-B B-to-C
Free gifts 3.43 3.59
Free information 3.64 2.78
Free/reduced shipping 2.20 2.60
Effectiveness
Free sample 3.00 2.92 rating on a
Free trial 3.13 3.00 scale of 1 to 5
Sweepstakes 2.83 2.67
Discounts 3.33 3.47
Buy one, get one free 2.00 2.94
Frequent buyer/loyalty program 2.20 2.77
Source: The DMA “Getting Creative” study

32. Response management
Consumer 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. Making the link
between the
outbound
communication
and the response
A CVS email promotion links to a
landing page with barcode that can
be scanned at retail.

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. 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. Keeping your customer data clean
1. 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 Machines
4. Allow customers access to their records on your
website, so they can make changes.
5. Use outbound phone or email to verify.

37. The 5 marketing “must-haves”
SUMMARY

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. 2 nice-to-haves
Media relations Social media
• PR outreach to
journalists and bloggers
• Contributed articles

40. Thank you
ruth@ruthstevens.com
@RuthPStevens
Visit
MaximizingLeadGeneration.com
for a free sample chapter.

41. For More Information
Visit www.allegranetwork.com to
find a location near you