This document provides a summary of a web seminar on powering up direct and digital marketing. The seminar covered topics like focusing on fundamentals over new trends, dealing with communication overload, using walk-in-the-park website techniques, customer profiling, web analytics, and multichannel marketing. It also included tips on setting objectives, driving traffic, converting visitors, testing calls to action, and acquiring the right customer data.

1. | Power Up Your
Direct & Digital Marketing
Web seminar with Michael Leander
See other free Markedu webinars here
1

2. This presentation was
given at a Markedu web seminar to marketers
from 20+ countries
If you don’t know Markedu and their free
marketing & branding web seminars check
them out here
It was presented by Michael Leander –
you can meet him here and on Twitter here

3. My observation
- Too much distraction
- Not enough focus on now
- Marketers indifferent about
the fundamentals and too
focused on new & interesting
stuff
- If the going gets tough, an
average marketer ”gets going”

7. There is a difference between
knowing the path
and
walking the path
Power Up Your Direct & Digital
Marketing: Focus on basics and
excellent execution

8. When you feel how depressingly
slowly you climb,
it's well to remember that

9. Things Take Time
and often 3-5 times longer than
expected

10. Focus – ask yourself
If you were given 5 hours each week to focus
solely on improving one specific area of your
marketing mix, what would you focus on?
Why?

11. Today we will cover
• Find gain in pain - introduction
• The Walk-in-the-Park onsite web marketing
technique
• Digital customer/prospect profiling onsite
and via forms
• How to read your web analytics
• Multichannel marketing ROMI
• Best of class marketing management tips

12. Significant changes for marketers
Transparency
Relevancy
8 second rule
Customer intimacy
Multichannel mix

13. Consumers are exposed to 3.000
6.000 marketing messages every day
mobile marketing user generated content email
marketing Enterprise 2.0 customer experience
RSS feeds marketing web 2.0 permission marketing
communities conversations TV COMMUNICATION OVERLOAD
The Moment of truth push/pull web 3.0 Word of
Mouth RELEVANCE FREQUENCY RECENCY
SOCIAL NETWORKING
13

15. Spam lives everywhere
• Search spam
• Email spam including identity ”theft”
• Comment spam
• Social media spam
• Social network spam
• ... What does that mean to you as a marketer?
• Does it affect any change in the behavior of your
audiences?

16. Short attention span, loads of intrusion
- how do you cut through the clutter?

17. Avoid the ”ME” Problem
Sender Recipient

19. What is the best and most productive media mix?

20. What is your multiplicator?
20

21. A guide to approach your internet
marketing presence – some key questions
• What are you trying to accomplish?
Objective • Long term and short term
• Your target audience?
Research • What do you need to take into consideration?
• Which sort of digital presence?
Presence • Why?
• How are you going to drive traffic to your digital
Traffic properties?
• How are you going to get business online?
Convert/serve • How can you serve your customers online?
• When you are successful – how can you expand
Expand your presence and why?
21

22. A Walk-in-the-Park

23. The journey starts off site –
make it effective
Banner

24. The Walk in the Park
1. Clearly defined navigation paths
2. Your MWR’s – Most Wanted Responses
3. Be a guide to help your visitors go from A to Z
4. Implement call to actions consistently
5. Measure the effect and re-do if results are poor
6. Remember No Sex on the First Date

25. No sex
on the
first
date

26. Keep the funnel in mind
• Align the buying process with
your sales process
• What is the Most Wanted
Response you want from visitors?
• What is the second Most
Wanted Response?

27. This is not a parallel process!
Arrive at first Seek more Get detailed
Search Action
page info info
Compelling
reason to
go further
--
Action wanted:
MWR 1,2 or 3

28. The AIDA in practice
Home page or
Call to actions Compelling product home page
message
Product home
Call to actions Benefit
driven details
Call to actions Product details
Full story with all the
bells and whistles

29. How many call to actions?
..and how do you
decide which ones
are relevant?
- Think outside -> in !
– Know thy target
audience and
different personas /
types

30. Let’s do a couple tests
1. The 8 second rule
• http://www.markedu.com/masterclass/conversion-rate-optimization/home.html
• http://www.microsoft.com/en-us/default.aspx
• http://www.quelle.de/
• http://albeck-zehden.de/
• Yours?
2. The MWR test
• http://www.michaelleander.com/ home page
• http://www.michaelleander.com/get-started/email-marketing-audit/ inner page
• http://www.markedu.com/masterclass/marketing-roi/home.html
• Yours?

31. Some simple rules to follow
1. Fresh start here
– Define your MWR’s
– Define the ideal flow (from homepage to action)
– Re-write your call to actions on every single page
– Think about the visitors buying process
• When the visitor is here, which other questions may
the visitor have at this point?
• What would be helpful to know in order to be able to
make a decision to act at this point?

32. Journalist or effective copy?
• Find 7 things to improve immediately on this
webpage

33. Who is the most
important
person in the
world?

35. When you write, consider
• Benefit driven headlines, not descriptions
• Experiment with headlines 2,3 or even 4 lines
long and in different colors, bold/italic etc.
• Compelling copy about YOU (the reader) – use
You at least 3 times more than we or us

36. Last input for today
Put some emotion into your links
– Using ”Read more” is far less effective than
– See how this can save you money
or
– Go here to learn why others liked this so much

37. Test --->
Write an
emotional
link text
leading to
this page
after I give
you a quick
briefing

38. The amateurs copy writing tip
• Still in top 10 most powerful words
– Free, Easy, Save, New, Proven, Results, Guarantee
• Still an effective way to start a sentence
– Most people.... (most people prefer this)
– Other people like you (also bought this)
– Listen (listen to this and see how much..)
• Still most underutilized yet highly effective
– This offer expires on this date
– Only 17 left

39. Profiling – quick version
• In forms to acquire
knowledge about your
leads/prospects/audience
• On website to increase
pages viewed pr. visit and
decrease bounce rate

40. Profiling on your website
• Define personas (groups of people alike)
– What are the characteristics of different types of
people coming to your website?
– Divide these into 3,4,5 groups
– Identify the common denominators for each
group?
• E.g. Interested in the financial aspects, interested in the
technical aspects
– Organize a Walk in the Park structure, write
content and go!

41. Examples – what can you do?

42. Your input please

43. Avoid common data acquisition
tactics mistakes
Only name and
email address?
(c) Michael Leander Nielsen,
43

44. I give you something
You give me something
(c) Michael Leander Nielsen,
44
2008

45. Example – furniture retailer
• First implemented in
2005
• Outperformed all other
signup forms
• 99% of all profiles are
complete
- The text
Sex
Birth year
Win 1.000 each month
Children at
Tell us about yourself home
and get a chance to win Type of housing
the prize.
You participate for as
long as you are a
subscriber.
45

46. Basic
profile
What to ask for at
point of
Stimulate Expand profile registration?
Add behavioral
Add transactional
(c) Michael Leander Nielsen,
46
2008

47. First + last Name
My B2B profile Email
My B2C profile
Position?
Mobile #
Influence? Male
39-45 yrs. Old
Married (wife)
Size of company Kids (#, sex, age)
Budget for X
Annual use of Y Income (no)
Assets
Bying process Property
When, how
CFO’s
Lifestyle
Soft data Preferences
Preferential Status of X
information
Basic
Demographics
Basic A press photo conceptualized by Affluent
demographics a German creative who spent too much neighbourhood?
time in Berlin….
(c) Michael Leander Nielsen,
47

48. THE TRADEOFF: Quality or Quantity?
Bad expert advice: Only ask for 5, 7 pieces
of information at point of sign-up
Good expert advice: Amount of information
people are willing to give you depends on the
attractiveness of your offer and where the
person is in the buying process
(c) Michael Leander Nielsen,
48
2008

49. What is essential for you to know about
your target audience?
Interaction data Attitudinal data
- Offer/order - Opinions
- Click behavior online - Preferences
- Response behavior - Needs
- Referral behavior - Desires
Personal data Historic data
• Attributes • Orders
• Characteristics • Transactions
• Misc. info • Usage history
• (Geo)demographics • Payment history
49

50. AID+LIRA
Attention > Interest > Desire + Like – Interaction – Recommendation - Action

51. Learn more about this topic
Michael Leander is an international
marketing speaker. He has spoken in 35+
countries and at countless webinars..
Find him here
http://www.twitter.com/michaelleander
Speaking: http://www.michaelleander.me
Consulting: http://www.michaelleander.com
Email: leander@michaelleander.com