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.
Ux of search workshop isite design_feb2012Barbara Holmes
University of Oregon School of Journalism asked ISITE Design to participate in teaching a class to grad students on search engine optimization, search engine marketing, UX and design. Here's the deck. It doesn't include all the activities that the class did.
An orientation workshop presentation for people new to digital marketing. The first of a series of 5 workshops on web-based marketing. Contact me for worksheets on this workshop and other materials. www.ohiobusinesshelp.com
Ux of search workshop isite design_feb2012Barbara Holmes
University of Oregon School of Journalism asked ISITE Design to participate in teaching a class to grad students on search engine optimization, search engine marketing, UX and design. Here's the deck. It doesn't include all the activities that the class did.
An orientation workshop presentation for people new to digital marketing. The first of a series of 5 workshops on web-based marketing. Contact me for worksheets on this workshop and other materials. www.ohiobusinesshelp.com
Keeping Content Searchable In Google's WorldMartino Flynn
Search engines, specifically Google, are continually making changes to the their algorithms to improve user experience. With a greater emphasis on quality content and social media, the responsibility of search engine optimization (SEO) has begun to shift towards public relations.
The following presentation was given by our digital media supervisor, Bob Burch, at the Northeast Regional Conference for the Public Relations Society of America (PRSA) and teaches PR professionals the basics of SEO and how it applies to them.
Overview of search engine marketing, including search engine optimization, paid search advertising, and social media:
- What is search marketing and how can it help me?
- How can I turn web visitors into customers?
- Why is my website not getting much search engine traffic?
- How should I plan for and budget for search marketing efforts?
This presentation is used during our monthly Donuts & Search Marketing Basics workshop at our headquarters in Ann Arbor, Michigan.
Register now: http://www.thewholebraingroup.com/events
A multi-channel approach to effective Internet Marketing. We focus on an integrated approach that produces the highest ROI of any marketing strategy. These case studies illustrate the essentials of keyword research, competitive analysis, website design, search engine optimization, social media marketing and analytics.
Here's how BloomReached helped ecommerce sites with their search marketing ROI. Examples include Neiman Marcus, Guess, Allmodern.com (Wayfair), Beau coup, Bellacor, Drugstore.com, Modcloth, and Only Natural Pet.
A glimpse at Communications Strategy Group (CSG)'s approach to Online PR, Social Media and Online Influencer Relations. Visit www.csg-pr.com to learn more.
Moving Minds and Moving Code - Understanding, Exploring and Defining SMB Web...IIBA Rochester NY
Believe it or not, understanding, exploring and defining website requirements for a small business website is often quite a bit more challenging than defining those of a large enterprise-level corporation. For one thing, an SMB Marketing Department is smaller; usually a department of one, and that manager's time and resources are usually already stretched to the limit. Also, different aspects of the project may have to be outsourced to different vendors, leading to additional obstacles and complications. Couple that with the fact that the project budget is in the thousands of dollars instead of the 10's or 100's of thousands and the challenges to "do more with less" becomes even more apparent.
This session will provide an overview of Michael Johnson's requirements process and design methodology at Pixelpunk Creative for building small business websites that are manageable, extensible and most importantly, provide a positive return on your marketing investment.
You don't need an army of account managers, project managers, product developers, usability experts and engineers (along with the associated price tags) to create a successful and profitable website - Michael will show you how.
Michael Johnson, is an award winning art director, web designer and internet marketing strategist with over 10 years of commercial online experience and with over 20 years of marketing and advertising experience. As the principal of Pixelpunk Creative, he designs, codes and markets websites that are simple and elegant, with a focus on the user experience, while providing a positive return on his client's online marketing investment. Michael is a long time member of the Ontario County Arts Council and is also an active member of the Rochester Advertising Federation. He was also invited by the Rochester Business Journal to judge this year's "best of the Web" competition.
This presentation was delivered at the 13 May 2010 IIBA Rochester NY Chapter meeting.
Have you mastered the fundamentals of sales strategy for a growing B2B organization? Want to refresh your skills?
This presentation covers the ins and outs of these best practices:
* Creating the right value proposition
* Choosing the best target
* Understanding how to reach your partners and customers
* Navigating the steps of the sales process
* Using tools to help with the close
* Leading the sales team
Presentation on Advanced Keyword Modeling from SES Chicago 2011. Focused on mining searcher intent, audience and authority from search and social media data.
As the World Turns: How Trends are Affecting Marketing ProgramsIABC Houston
How will technology impact your business in 2011? Rob Bartlett and Susan Farrell share trends, tools and techniques to better help you manage your communications practice in changing times.
Keeping Content Searchable In Google's WorldMartino Flynn
Search engines, specifically Google, are continually making changes to the their algorithms to improve user experience. With a greater emphasis on quality content and social media, the responsibility of search engine optimization (SEO) has begun to shift towards public relations.
The following presentation was given by our digital media supervisor, Bob Burch, at the Northeast Regional Conference for the Public Relations Society of America (PRSA) and teaches PR professionals the basics of SEO and how it applies to them.
Overview of search engine marketing, including search engine optimization, paid search advertising, and social media:
- What is search marketing and how can it help me?
- How can I turn web visitors into customers?
- Why is my website not getting much search engine traffic?
- How should I plan for and budget for search marketing efforts?
This presentation is used during our monthly Donuts & Search Marketing Basics workshop at our headquarters in Ann Arbor, Michigan.
Register now: http://www.thewholebraingroup.com/events
A multi-channel approach to effective Internet Marketing. We focus on an integrated approach that produces the highest ROI of any marketing strategy. These case studies illustrate the essentials of keyword research, competitive analysis, website design, search engine optimization, social media marketing and analytics.
Here's how BloomReached helped ecommerce sites with their search marketing ROI. Examples include Neiman Marcus, Guess, Allmodern.com (Wayfair), Beau coup, Bellacor, Drugstore.com, Modcloth, and Only Natural Pet.
A glimpse at Communications Strategy Group (CSG)'s approach to Online PR, Social Media and Online Influencer Relations. Visit www.csg-pr.com to learn more.
Moving Minds and Moving Code - Understanding, Exploring and Defining SMB Web...IIBA Rochester NY
Believe it or not, understanding, exploring and defining website requirements for a small business website is often quite a bit more challenging than defining those of a large enterprise-level corporation. For one thing, an SMB Marketing Department is smaller; usually a department of one, and that manager's time and resources are usually already stretched to the limit. Also, different aspects of the project may have to be outsourced to different vendors, leading to additional obstacles and complications. Couple that with the fact that the project budget is in the thousands of dollars instead of the 10's or 100's of thousands and the challenges to "do more with less" becomes even more apparent.
This session will provide an overview of Michael Johnson's requirements process and design methodology at Pixelpunk Creative for building small business websites that are manageable, extensible and most importantly, provide a positive return on your marketing investment.
You don't need an army of account managers, project managers, product developers, usability experts and engineers (along with the associated price tags) to create a successful and profitable website - Michael will show you how.
Michael Johnson, is an award winning art director, web designer and internet marketing strategist with over 10 years of commercial online experience and with over 20 years of marketing and advertising experience. As the principal of Pixelpunk Creative, he designs, codes and markets websites that are simple and elegant, with a focus on the user experience, while providing a positive return on his client's online marketing investment. Michael is a long time member of the Ontario County Arts Council and is also an active member of the Rochester Advertising Federation. He was also invited by the Rochester Business Journal to judge this year's "best of the Web" competition.
This presentation was delivered at the 13 May 2010 IIBA Rochester NY Chapter meeting.
Have you mastered the fundamentals of sales strategy for a growing B2B organization? Want to refresh your skills?
This presentation covers the ins and outs of these best practices:
* Creating the right value proposition
* Choosing the best target
* Understanding how to reach your partners and customers
* Navigating the steps of the sales process
* Using tools to help with the close
* Leading the sales team
Presentation on Advanced Keyword Modeling from SES Chicago 2011. Focused on mining searcher intent, audience and authority from search and social media data.
As the World Turns: How Trends are Affecting Marketing ProgramsIABC Houston
How will technology impact your business in 2011? Rob Bartlett and Susan Farrell share trends, tools and techniques to better help you manage your communications practice in changing times.
This presentation outlines using Facebook in Social Media Marketing. A overview of the various elements that can be considered when building your campaign and some interesting examples of Facebook apps, groups and pages.
This presentation provides some practical considerations for those Marketers wanting to leverage Facebook in their social media marketing campaigns. Some interesting examples of Facebook apps, groups and pages.
Turning Content into Your Strategic Competitive AdvantageLKinoshita
How to turn content into your strategic competitive advantage. Session presentation by Laura Kinoshita at the 2011 Social Media Summit, Honolulu Convention Center.
How to Develop a Successful Online Marketing StrategySteve Saars
I :: The Basics: What You Need to Do to Market Your Business
Establishing a solid online presence by leveraging core online initiatives (website, eNewsletter, online advertising, SEO)
II :: Social Media: How to Harness the Power of Two-Way Communication
Using online social networking tools to interact with your target audience (Facebook, Twitter, LinkedIn, blogs)
III :: Thought Leadership: How to Stand Out From Your Competitors
Communicating innovative value added information to the your target audiences (eBooks, webinars, blogs)
This digital media overview was presented to Entrepreneur's EDGE on November 15, 2012. It covers website design, search engine optimization, paid search, email marketing, mobile and social media.
AllegraDirect is an online, self-serve portal that streamlines the process of customizing and ordering printed materials, including direct mail pieces, brochures, newsletters, business forms, business cards and more.
The printing industry has made many strides to reduce the negative impact we have on the environment. A “paperless” society may be a noble mission, but it’s neither practical nor doable. Paper products are here to stay. So what can we be doing together – as print communications partners – to design and produce the most earth-friendly print products?
This presentation introduces variable-content digital printing. This form of printing cost-effectively delivers a targeted message to specific individuals rather than using a conventional “shotgun” approach to direct marketing.
This presentation discusses the rise in mobile marketing and how a new innovative tool – called QR codes – is helping marketers make their printed materials more engaging.
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.
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
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!
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
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.
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.
• Essential ingredients in your value proposition that can make or break your next sale• How to set concrete, attainable marketing program goals to gauge what works and what doesn’t• Proven ways to turn your website into a lead generator to grow your organization• The #1 way to “get found” in search engine results to increase visibility and gain new business• How a “look-alike” customer analysis can profile your best customers . . . and help you find more just like them• The two best channels for customer communications to build long-term loyalty and sales• The single most important thing you can do today to improve SEO and drive more traffic (and business!) to your website
Actionable: Product need is fine; “Has a budget” can’t be found efficiently.
Add acccudata example? Via your allegra rep?
Gear ad copy to the specific terms in your paid search accounts. Statistics tell us that visitors are more likely to convert to a sale, sign-up or other type of conversion when they see queries they've keyed into the search engines in your actual ad copy.For example, for a term like "Dyson animal vacuum," an effective ad would look something like this:Get Dyson Animal VacuumsBagless, upright vacuums in manycolors. Free shipping. Order todaywww.vacuum.com/animal_vacTry to avoid broader ads, as they are unfocused and generally tend to lead to fewer conversions. Here's an example of an ineffective broad ad:Dyson VacuumsWe offer 3000+ vacuum cleaners.Deals on Dyson vacuums.www.vacuum.com/animal_vac
Consistently across each engine. Pack them with keywordsConsider adding customer reviews and ratings.
20% of marketers are using print newsletters.
64%That’s how much more likely website visitors are to buy a product on an online retail site after watching a video. In addition, visitors who view videos stay on the site an average of 2 minutes longer than those who don’t view videos, comScore says.Online Video Marketing Is Not Just for Retailers403%An Australian real estate group reports that real estate listings with videos receive 403% more inquiries than those without videos. In other words, real estate ads with videos generate quadruple the leads of those without videos.59%According to Forbes Insight, that’s the percentage of senior executives who’d rather watch a video than read text. About 65% of those who view a video click through to visit the vendor website, 50% look for more information and 45% report that they contacted a vendor after seeing an online video ad. About 50% of those who viewed an online marketing video went on to make a purchase for their business.96%In 2010, an Implix email marketing survey found that including a video in an introductory email increased the click-through rate by 96%. That’s nearly twice as many people clicking through to your website when you include a video in your marketing emails.200%The Forrester Marketing group surveyed businesses in 2010 and found that video did even better. When marketers included a marketing or explainer video in an email, the click-through rate increased by 200% to 300%.75%Do your email subscribers drop like flies? Eloqua, an automated email marketing provider, noted that including video in an introductory email reduced the number of subscriber opt-outs by 75%. Maintaining that contact is a vital part of establishing a relationship with prospects.
Allegra can provide this service for you.
Summary of the 5 must-havesA few nice-to-havesMedia relationsSocial media