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Internet Marketing 101For SCORE Austin
October 2013
10/28/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.2
About Tommy Landry
President, Return On NowSpecialty: Internet Marketing
SEO, SEM, Content, Social, Websites, Online Advertising, Web Analytics, Metrics
20+ Years Marketing13 Years SEO
9 Years SEM
Lifetime of Content & Social
10/28/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.3
Where to Find Me
TwitterMe: @tommy_landryBusiness: @ReturnOnNow
LinkedIn: www.linkedin.com/in/tommylandry/
Email: [email protected]
Website: http://ReturnOnNow.com
10/28/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.4
QUICK SURVEY
10/28/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.5
How to Message / Talk to Clients
Overarching Messaging
Customer Lifecycle
Personas
10/28/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.6
What is an Elevator Pitch?
If someone asks what you do while riding in an Elevator, you
have only 30 seconds to answer.
What do you say?
10/28/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.7
EXERCISE: Revise Your Elevator Pitch
Step 1: Fill in the Blanks
Company Name: ______________
Products / Services: ______________
Who We Serve: ______________
Problem We Solve: ______________
10/28/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.8
EXERCISE: Revise Your Elevator Pitch
Step 2: Build Your Description[Company Name] provides
[Products or Services] for
[Who We Serve] that/who
[Problem We Solve].
Hypothetical Example:
MyStores Software provides custom online commerce and back-office solutions to businesses with less than $10 million in sales that can’t afford the high prices of big-name consulting firms.
10/28/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.9
EXERCISE: Revise Your Elevator Pitch
Step 3: Finish the Story
Why the Business is Needed
Who Needs It
Where Industry Is Going
Why You’re The Best Option
What Your Long Term Vision Is
10/28/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.10
EXERCISE: Revise Your Elevator Pitch
Step 3: Finish the Story (Sample)
MyStores Software provides custom online commerce and back-office solutions
to businesses with less than $10 million in sales that can’t afford the high prices
of big-name consulting firms. These business customers will be eager to drive
their sales and improve efficiency, now that it can be accomplished with a
fraction of the time and money required by the big-name firms. Our founder,
Mickey Mouse, has 12 years of experience as a senior project manager for
Megabig Consulting, where he learned how to manage projects from start to
finish using skilled independent contractors. With a market of over 8,000 small
businesses in SampleCity with revenue ranging from $1 million and $10 million,
MyStores Software will be cash-flow positive and profitable in less than 12
months.
10/28/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.11
EXERCISE: Revise Your Elevator Pitch
Step 4: Now You Try It!
___________________________ provides
___________________________ to
___________________________ that
___________________________ .
10/28/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.12
How to Message / Talk to Clients
Overarching Messaging
Customer Lifecycle
Personas
10/28/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.13
The Customer Lifecycle
Awareness Familiarity Consideration Purchase
Awareness Response Evaluation Commitment
Psychological Model
“Buyer’s Journey” in web circles
Simple version:
Dated version:
10/28/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.14
Buyer’s Journey: Internal View
SOURCE: http://blog.alinean.com/2011/05/optimize-content-marketing-by.html
10/28/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.15
Closed Loop Model
SOURCE: http://www.connectionmodel.com/customer-lifecycle-marketing/
10/28/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.16
Customer Lifecycle: No Longer Linear
SOURCE: http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey
10/28/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.17
Demand Gen vs. Lead Gen
Demand GenAwareness
Familiarity
Consideration
Purchase
Lead Gen
10/28/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.18
EXERCISE: Map Marketing to Lifecycle
Tactics Awareness Familiarity Consideration Purchase On Boarding Loyalty Evangelism
Lifecycle Stages
10/28/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.19
How to Message / Talk to Clients
Overarching Messaging
Customer Lifecycle
Personas
10/28/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.20
Personas
DefinitionA persona is a fictional character that describes your target audience or a segment of your target audience, whichever is most practical for making rational splits in content, tone, and approach.
10/28/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.21
Personas: How To Build Them
Label Your Top 2-8 Target Audiences
Personify Each Of ThemMake Them Feel REALHit On Demographics and BehaviorUse a Killer Quote (What He/She Thinks)
Tell A Story
RESULT: One Read, and You “Know” Them
10/28/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.22
Sample Personas
SOURCE: http://www.basecreative.eu/news/jason-cianfrone/2012/02/14/user-personas
10/28/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.23
Sample Personas
SOURCE: http://uxtoolkit.wordpress.com/tag/prototyping/
10/28/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.24
Sample Personas
SOURCE: http://danieleizans.com/2011/01/context-in-content-strategy-personal-behavioral-context/
10/28/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.25
Sample Personas
SOURCE: http://becubed.me/2007/06/08/download-an-example-persona-used-in-the-design-of-a-web-application/
10/28/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.26
SOURCE: http://act201213.wordpress.com/tag/personas/
10/28/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.27
EXERCISE: Basic Persona Creation
Let’s Get Creative: Make Up a Company
Brief Elevator Pitch
Brainstorm 2-3 Target Segments
Create Basic Personas
10/28/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.28
How to Message / Talk to Clients
Overarching Messaging
Customer Lifecycle
Personas
10/28/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.29
What’s the Secret?
Cover all your bases
Talk to them on THEIR terms
SOURCE: Google Images
10/28/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.30
Life Cycle & Online Marketing Execution
Identify Elevator Pitch
Build Messaging Per Category / Service
Assign Personas
Overlay Lifecycle
Think about CTAs (Calls to Action)
Build into Tactical Execution
10/28/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.31
Web Content and Customer Lifecycle
Overlay Personas and Lifecycle
Talk to All of Them
Build into Navigation
10/28/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.32
Content Matrix Sample
Product PersonaBuyer's
Journey StageTopic CTA Conversion NEXT STEPS
Discovery Newsletter Opt In Add to long-term listConsideration White Paper Download Add to Drip MarketingDecision Custom Quote Tool Direct Sales ContactDiscovery Newsletter Opt In Add to long-term listConsideration White Paper Download Add to Drip MarketingDecision Custom Quote Tool Direct Sales ContactDiscovery Newsletter Opt In Add to long-term listConsideration White Paper Download Add to Drip MarketingDecision Custom Quote Tool Direct Sales ContactDiscovery Newsletter Opt In Add to long-term listConsideration White Paper Download Add to Drip MarketingDecision Custom Quote Tool Direct Sales ContactDiscovery Newsletter Opt In Add to long-term listConsideration White Paper Download Add to Drip MarketingDecision Custom Quote Tool Direct Sales ContactDiscovery Newsletter Opt In Add to long-term listConsideration White Paper Download Add to Drip MarketingDecision Custom Quote Tool Direct Sales Contact
Widget #2
Widget #1
Bob Watkins, CxO
Sally Salesperson, User
Joe Dev, Implementer
Bridget Smith, Soccer Mom
Mark Wallace, Dedicated Dad
Ed & Sylvia Platt, Grandparents
10/28/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.33
SEO: Selecting Keywords
Company Attributes
Product / Service Attributes
Target Audience (Personas)
Topics of Interest
10/28/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.34
Exercise: Brainstorm Keywords
Please volunteer one of your companies
We will use your work so far to research
10/28/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.35
SEO: Optimizing Content
So you have keywords…
Now what?
10/28/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.36
SEO: Where to Put Keywords
Page Title
Meta Description
Headline (H1)
Subheads (H2, H3, H4, etc.)
Image Alt-Tags
In Body Content (1.0 – 1.5% Density)
10/28/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.37
EXERCISE: Find Target Keywords
Let’s look at some real websites and see what they are targeting...
10/28/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.38
SEM and Customer Lifecycle
SEM = Search Engine Marketing
Also Called PPC / Pay Per Click AdvertisingExamples: Google AdWords, Bing AdCenter
Key Objective: Lead Generation
10/28/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.39
SEM: How It Works
SEM = Real Time AuctionPick Keywords to TargetBid On KeywordsProspects Click On Your AdYou Pay The BidProspects Visit Your SiteYou Need to Convert Them
It’s Not As Easy As It Looks!
10/28/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.40
Social Media and Customer Lifecycle
Types of Social MediaSocial Networking (Facebook)Social Bookmarking (StumbleUpon)BloggingMicro Blogging (Twitter)Media Sharing (YouTube, SlideShare)Gamification / Social Gaming
Key Objective: Demand Generation
10/28/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.41
Email Marketing and Customer Lifecycle
TypesStandard Email MarketingMarketing Automation
Still One of The Best Marketing VehiclesList-Building Remains A Top Priority
Key Objectives: Lead Nurturing, Retention
10/28/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.42
eCommerce and Customer Lifecycle
eCommerce: A Unique Experience
Full Life Cycle
Fast Conversion to a Sale
Think About the Stages!
10/28/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.43
eCommerce: Company-Centric LC
SOURCE: http://video-commerce.org/?s=usability
10/28/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.44
eCommerce: Customer Retention Rules
SOURCE: http://hbswk.hbs.edu/archive/1590.html
10/28/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.45
eCommerce: Standard Site Structure
SOURCE: http://www.verticalleap.co.uk/blog/choosing-the-right-keywords-for-e-commerce/
10/28/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.46
How to Message / Talk to Clients
Overarching Messaging
Customer Lifecycle
Personas
10/28/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.47
Thank you!
Questions?
Connect with me:Tommy P. Landry, President
Return On Now
http://ReturnOnNow.com
Twitter: @tommy_landry