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Www.lookingglassmarketing.com. Marketers are investing more in online tactics (14% increase) than traditional methods (3% increase)Marketers are investing.

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Presentation on theme: "Www.lookingglassmarketing.com. Marketers are investing more in online tactics (14% increase) than traditional methods (3% increase)Marketers are investing."— Presentation transcript:

1 www.lookingglassmarketing.com

2 Marketers are investing more in online tactics (14% increase) than traditional methods (3% increase)Marketers are investing more in online tactics (14% increase) than traditional methods (3% increase) Less expensive Less expensive Easier to measure ROI Easier to measure ROI Where are marketers spending budgets?

3 Spending more on online tactics including:Spending more on online tactics including: Social networking Social networking Emailing Emailing PPC PPC

4 e budget cuts seen earlier in 2009 with some starting to see budget increases nowMore budget cuts seen earlier in 2009 with some starting to see budget increases now Marketing budget reductions are getting smallerMarketing budget reductions are getting smaller Fewer respondents were planning cuts greater than 20% Fewer respondents were planning cuts greater than 20% More marketers said they anticipated lesser cuts, especially reductions of 1% to 5% More marketers said they anticipated lesser cuts, especially reductions of 1% to 5% Source: eMarketer Inc., www.emarketer.com Source: eMarketer Inc., www.emarketer.comwww.emarketer.com

5 Most marketers – in small and large businesses – look at first half of 2010 as the year the recession begins fading away and we see significant growthMost marketers – in small and large businesses – look at first half of 2010 as the year the recession begins fading away and we see significant growth Based on history, average length of a recession is 8 - 16 monthsBased on history, average length of a recession is 8 - 16 months

6 Mix of online marketing and traditional tactics:Mix of online marketing and traditional tactics: Online/Inbound marketing Online/Inbound marketing Website Website SEO SEO Blogging Blogging Social networking Social networking Nurture marketing Nurture marketing Referral marketing (referral sources and existing customers) Referral marketing (referral sources and existing customers)

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8 Inbound marketing defined – attracting people to your businessInbound marketing defined – attracting people to your business Focus on your website Focus on your website SEO SEO Blog Blog Social networking Social networking Content is key Content is key

9 Inbound marketing (using the web to help drive qualified prospects) can be much more cost effectiveInbound marketing (using the web to help drive qualified prospects) can be much more cost effective Attracting prospects who are interested in your products/services, offers/content, and companyAttracting prospects who are interested in your products/services, offers/content, and company Higher number of leads are going to be qualified because they are seeking you outHigher number of leads are going to be qualified because they are seeking you out Average cost-per-lead is significantly less than what it would cost for leads generated through traditional outbound marketing techniquesAverage cost-per-lead is significantly less than what it would cost for leads generated through traditional outbound marketing techniques

10 Content:Content: Content on website consumed differently than on paper: Content on website consumed differently than on paper: 79% of users scan the page instead of reading word-for-word 79% of users scan the page instead of reading word-for-word Reading from computer screens is 25% slower than from paper Reading from computer screens is 25% slower than from paper Web content should have 50% of the word count of its paper equivalent Web content should have 50% of the word count of its paper equivalent Clear, concise, easy to viewand repeated in several ways, on several pagesand easily searched Clear, concise, easy to viewand repeated in several ways, on several pagesand easily searched Put yourself in shoes of the visitor - Include content that your visitors are interested in Put yourself in shoes of the visitor - Include content that your visitors are interested in Offers and Calls to action:Offers and Calls to action: Have compelling offers (white papers, events, podcasts, case studies, articles, demos, etc.) Have compelling offers (white papers, events, podcasts, case studies, articles, demos, etc.) Use Action Words - Learn more. Find out why. Buy. Contact Us. Visitors appreciate it when you clearly tell them what to do. And why. For example, Click here to get your free six-step guide to hiring your next IT consultant. Use Action Words - Learn more. Find out why. Buy. Contact Us. Visitors appreciate it when you clearly tell them what to do. And why. For example, Click here to get your free six-step guide to hiring your next IT consultant.

11 Landing pages:Landing pages: Build dedicated landing pages Build dedicated landing pages Dont send prospects to your home page – make it easy for visitors to obtain information Dont send prospects to your home page – make it easy for visitors to obtain information Dedicated web landing pages can nearly double the conversion rates of potential prospects responding to your marketing programs and offers Dedicated web landing pages can nearly double the conversion rates of potential prospects responding to your marketing programs and offers Benchmark:Benchmark: Website Grader (www.websitegrader.com) that measures and scores the marketing effectiveness of a website Website Grader (www.websitegrader.com) that measures and scores the marketing effectiveness of a websitewww.websitegrader.com Looks at website traffic, SEO, social popularity and other technical factors and provides some basic advice on how you can improve your website from a marketing perspective Looks at website traffic, SEO, social popularity and other technical factors and provides some basic advice on how you can improve your website from a marketing perspective

12 Optimizing your site so search engines can find youOptimizing your site so search engines can find you SEO is one of the least expensive forms of marketing with strong ROISEO is one of the least expensive forms of marketing with strong ROI According to a Gartner and Forbes study,According to a Gartner and Forbes study, 86% of C-level executives use search engines to find information on products and services 86% of C-level executives use search engines to find information on products and services According to HubSpot:According to HubSpot: 25% of SEO is on the actual pages of site (content, titles, headers, keywords) 25% of SEO is on the actual pages of site (content, titles, headers, keywords) 75% of SEO is off page – outside of your site (how people are finding you) 75% of SEO is off page – outside of your site (how people are finding you)

13 On page – Building a foundationOn page – Building a foundation Page text, Page titles, URL, Tags - Page text, Page titles, URL, Tags - Check out the Microsoft Partner Network - Marketing Pointers https://partner.microsoft.com/US/salesmarketingsection/ smcampaigns/rtgpointers Check out the Microsoft Partner Network - Marketing Pointers https://partner.microsoft.com/US/salesmarketingsection/ smcampaigns/rtgpointers Check out the Microsoft Partner Network - https://partner.microsoft.com/US/salesmarketingsection/ smcampaigns/rtgpointers Check out the Microsoft Partner Network - https://partner.microsoft.com/US/salesmarketingsection/ smcampaigns/rtgpointers Keywords - finding the best keywords through research tools Keywords - finding the best keywords through research tools www.goodkeywords.com www.goodkeywords.com www.goodkeywords.com www.wordtracker.com www.wordtracker.com www.wordtracker.com Google keyword tool - https://adwords.google.com/select/KeywordToolExternal Google keyword tool - https://adwords.google.com/select/KeywordToolExternal https://adwords.google.com/select/KeywordToolExternal Off page – Links that point to site and search engines pick upOff page – Links that point to site and search engines pick up The more incoming links, the higher your page will rank The more incoming links, the higher your page will rank You can easily pull up a list of sites that link to yours. In Google's search box, simply type Link:yoursitename You can easily pull up a list of sites that link to yours. In Google's search box, simply type Link:yoursitename Get the links by creating great content through blogging, podcasts, videos, press releases, etc. Get the links by creating great content through blogging, podcasts, videos, press releases, etc.

14 In Google, Fresher Content = Better Website Sites that get crawled more often have more frequent updates and more authority. Blogging consistently ensures there will be fresh content on your site.In Google, Fresher Content = Better Website Sites that get crawled more often have more frequent updates and more authority. Blogging consistently ensures there will be fresh content on your site. Every Blog Article is an SEO Opportunity - You cant realistically optimize your site for every search term, but you can certainly write blog posts targeting niche keyword phrases that are likely to draw highly qualified prospects.Every Blog Article is an SEO Opportunity - You cant realistically optimize your site for every search term, but you can certainly write blog posts targeting niche keyword phrases that are likely to draw highly qualified prospects. Blogs Are Link Bait – Blogging can be powerful from a linking standpoint. People welcome linking in blogs so more links back to your site, means better search engine rankings.Blogs Are Link Bait – Blogging can be powerful from a linking standpoint. People welcome linking in blogs so more links back to your site, means better search engine rankings. Gain Visibility as a Thought Leader - demonstration of your thought leadership, and professional insights.Gain Visibility as a Thought Leader - demonstration of your thought leadership, and professional insights. Source: HubSpot - http://blog.hubspot.com/blog/tabid/6307/bid/1676/6-Reasons-Every-Small-Business-Should-Be-Blogging http://blog.hubspot.com/blog/tabid/6307/bid/1676/6-Reasons-Every-Small-Business-Should-Be-Blogging Are-You-Missing-the-Boat.aspx

15 Search out and begin commenting on other peoples blogs: Search for relevant BlogsSearch for relevant Blogs Blogsearch.Google.com Blogsearch.Google.com Technorati.com Technorati.com Icerocket.com Icerocket.com CommentingCommenting Share an example Share an example Add a point Add a point Add a useful link Add a useful link Disagree Disagree Ask a question Ask a question

16 Writing – Topic IdeasWriting – Topic Ideas List of 5 ideas, trends or thoughts List of 5 ideas, trends or thoughts Publish a list of links Publish a list of links Take a recent experience and share it Take a recent experience and share it Answer questions you received recently Answer questions you received recently Turn a press release into a blog article Turn a press release into a blog article Just starting out? Here is a list of free links in blog directories that you can get for your blog with no-reciprocal link requirement: 1. www.blogarama.com www.blogarama.com 2. www.globeofblogs.com www.globeofblogs.com 3. www.bloggapedia.com www.bloggapedia.com 4. www.blogflux.com www.blogflux.com 5. www.superblogdirectory.com www.superblogdirectory.com 6. www.bloggernity.com www.bloggernity.com 7. www.bloggio.com www.bloggio.com Monitor and measure your own blog – www.blogpulse.comMonitor and measure your own blog – www.blogpulse.comwww.blogpulse.com Helps analyze and report on the daily activity of your blog Helps analyze and report on the daily activity of your blog Whos responding and linking to blog Whos responding and linking to blog Trends in blog activity Trends in blog activity What blogs are similar to yours What blogs are similar to yours

17 Social networking involves 2-way communication and the conversationSocial networking involves 2-way communication and the conversation Social media is a platform that gives businesses a chance to establish a more personal relationship with existing and potential customersSocial media is a platform that gives businesses a chance to establish a more personal relationship with existing and potential customers Forrester Research study showed 92% of B2B technology buyers consider themselves engaging in some form of social mediaForrester Research study showed 92% of B2B technology buyers consider themselves engaging in some form of social media

18 Do you agree or disagree that Social Media will… Compliment other tactics Standard tactic Budget for it

19 Getting started:Getting started: Check out www.searchwiki.com – seek out social networking sites Check out www.searchwiki.com – seek out social networking siteswww.searchwiki.com Get an account set-up and build profiles Get an account set-up and build profiles LinkedIn LinkedIn Face Book Face Book Twitter Twitter Look for Q&A and Discussions to participate in Look for Q&A and Discussions to participate in

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21 Terminology:Terminology: Drip marketing Drip marketing Relationship marketing Relationship marketing Defined:Defined: Initiating a conversation with prospects and customers over period of time Initiating a conversation with prospects and customers over period of time Growing relationships by sending unique and valued messages to prospects and customers on a regular basis Growing relationships by sending unique and valued messages to prospects and customers on a regular basis Leave a positive imprint in their mind until they're ready to buy! Leave a positive imprint in their mind until they're ready to buy!

22 Longer sales cycles, increased competition, ever- changing business climate – need to be there when they are ready to buyLonger sales cycles, increased competition, ever- changing business climate – need to be there when they are ready to buy Forget about the one-off effort! According to the Direct Marketing Association, a prospect will need to see/hear your message 3 times to recognize you and a minimum of 9 times to make a saleForget about the one-off effort! According to the Direct Marketing Association, a prospect will need to see/hear your message 3 times to recognize you and a minimum of 9 times to make a sale Nurture marketing process leads to:Nurture marketing process leads to: Better qualified leads Better qualified leads Higher close ratios Higher close ratios Stronger sales pipeline Stronger sales pipeline Shorter-than-average sales cycles Shorter-than-average sales cycles

23 Creating consistencyCreating consistency Messaging based on who targetingMessaging based on who targeting Value-based offersValue-based offers Setting the rhythm:Setting the rhythm: Plan should include: Plan should include: Target List Target List Messaging and Content Messaging and Content Frequency and Execution Frequency and Execution Measurement Measurement

24 Understand and profile who you want to nurture:Understand and profile who you want to nurture: What makes up a good customer for your company? What makes up a good customer for your company? What are the characteristics? What are the characteristics? Industry focus, company size, geography, revenue, etc. Industry focus, company size, geography, revenue, etc. What problems does my prospect need to overcome each day? What problems does my prospect need to overcome each day? What is the prospects top priority right now? What is the prospects top priority right now? Build a list of Prospects, Leads, CustomersBuild a list of Prospects, Leads, Customers Prospect = no formal communication or has not responded to your company in the past Prospect = no formal communication or has not responded to your company in the past Lead = Prospective customer who has responded to your communication in past and/or is someone in pipeline Lead = Prospective customer who has responded to your communication in past and/or is someone in pipeline Customer = existing or former customers who have done business with your company Customer = existing or former customers who have done business with your company

25 Segment your list into A, B and C prospects and customersSegment your list into A, B and C prospects and customers Deliver communication and offers applicable to eachDeliver communication and offers applicable to each Prospects E-NewsletterDirect MailEmailDimensional Mail Telemarketin g Sales Contact Prospect AYes Prospect BYes Prospect CYes Customers Customer AYes Customer BYes Customer CYes

26 Know your audience and ask yourselfKnow your audience and ask yourself How can we build credibility? How can we build credibility? How can we show that our products/services will help them achieve goals? How can we show that our products/services will help them achieve goals? How can we differentiate ourselves? How can we differentiate ourselves? How can we become a trusted advisor/expert to prospects and customers? How can we become a trusted advisor/expert to prospects and customers? Integrate pains messaging:Integrate pains messaging: Getting More Organized to Save Time and Money: Do more with reduced time, people, and finances; improve teamwork and collaboration; and stay connected to the business while away from the office. Getting More Organized to Save Time and Money: Do more with reduced time, people, and finances; improve teamwork and collaboration; and stay connected to the business while away from the office. Managing Cash Flow: Make your finance, operations, and other business processes more efficient. Gain better insight into what drives revenues and expenses, so you can improve your financial position and make more informed decisions about where to best invest resources. Managing Cash Flow: Make your finance, operations, and other business processes more efficient. Gain better insight into what drives revenues and expenses, so you can improve your financial position and make more informed decisions about where to best invest resources. Finding and Retaining Customers: Find customers more cost- effectively, close deals faster, and improve customer satisfaction. Finding and Retaining Customers: Find customers more cost- effectively, close deals faster, and improve customer satisfaction. Reducing IT Costs and Risks: Stay focused on running the business not wasting time and money dealing with network disruptions or fighting fires. Reducing IT Costs and Risks: Stay focused on running the business not wasting time and money dealing with network disruptions or fighting fires.

27 We all consume media differentlyWe all consume media differently Email, telemarketing, direct mail Email, telemarketing, direct mail Need to stand-out Need to stand-out Use a common theme to break through the clutter and get your message acrossUse a common theme to break through the clutter and get your message across Choose a theme thats: Choose a theme thats: Fun Fun Topical Topical Engaging Engaging Memorable! Memorable!

28 Execution includes:Execution includes: Following a plan Following a plan Resources and funding to keep momentum Resources and funding to keep momentum Multiple tactics (direct mail, email, phone) Multiple tactics (direct mail, email, phone) Multiple offers to move your audience along in the sales cycle Multiple offers to move your audience along in the sales cycle

29 Setting the rhythm…move prospects alongSetting the rhythm…move prospects along Timing (every 30 days)Action Contact #1Introductory call with follow-up email (Get permission/verify contact information) Contact #2Email with offer educational report/article Contact #3Direct mail with white paper offer– ROI of ERP Contact #4Email newsletter Contact #5Email and link to relevant case study or podcast Contact #6Direct mail invite to webcast with follow-up phone call Contact #7Follow-up touch base phone call - reminder Contact #8Email newsletter Contact #9Phone call to touch base and prospect interested in meeting with you!

30 Monitor and analyzeMonitor and analyze Track each phase of plan and response – cant improve what you dont measure! Track each phase of plan and response – cant improve what you dont measure! # of responses and qualified leads # of responses and qualified leads # of closes # of closes Number of downloads by offer Number of downloads by offer Number of appointments made Number of appointments made Track your web traffic Track your web traffic Measure ROI Measure ROI Be flexible and make changes as necessary Be flexible and make changes as necessary Ensure continued support and funding to continue nurturing Ensure continued support and funding to continue nurturing

31 Think long-term – anything worthwhile takes hard work and persistence Think long-term – anything worthwhile takes hard work and persistence Know who you want to target and what they are interested in Know who you want to target and what they are interested in Build relationships that are personal and respectful Build relationships that are personal and respectful Offer information that is educational Offer information that is educational Consistency and follow-up is key Consistency and follow-up is key Measure and track Measure and track

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33 Does this sound familiar? "Two business owners meet at a networking event. Their businesses compliment each other so they touch base after the event and they talk about how they could refer business to one another. But, after they put the phone down, they never talk again."

34 What are you doing from a referral perspective?What are you doing from a referral perspective? Do you get referrals?Do you get referrals? Do you provide referrals?Do you provide referrals? Informal? Formal program?Informal? Formal program?

35 The act of being referred is a validation of your value and credibilityThe act of being referred is a validation of your value and credibility Potential customer has already been pre- soldPotential customer has already been pre- sold Have a high return-on-investment – small efforts that dont cost a lot of $$Have a high return-on-investment – small efforts that dont cost a lot of $$ Generate high quality customers and business for the companyGenerate high quality customers and business for the company Referrals allow you work with people you like and perform services that you enjoyReferrals allow you work with people you like and perform services that you enjoy

36 Concept is pretty simple – People will do business with, and refer business to, those they know, like and trustConcept is pretty simple – People will do business with, and refer business to, those they know, like and trust So, why dont we do it more?So, why dont we do it more? Good referral sources are also elusive and can be hard to define/identify Good referral sources are also elusive and can be hard to define/identify No plan or strategy to get referrals No plan or strategy to get referrals

37 What hurts our ability to get referrals?What hurts our ability to get referrals? Referral source is not educated on our products/services Referral source is not educated on our products/services Thinks you may be too busy Thinks you may be too busy Questions your ability to deliver Questions your ability to deliver Does not feel comfortable putting his/her reputation on the line Does not feel comfortable putting his/her reputation on the line Referral source is unsure of what he/she will get out of it Referral source is unsure of what he/she will get out of it Dont actively seek and communicate with referral sources – no consistency Dont actively seek and communicate with referral sources – no consistency

38 Customers and their contactsCustomers and their contacts VendorsVendors PartnersPartners Industry association leaders/membersIndustry association leaders/members Centers of InfluenceCenters of Influence CPAs CPAs Bankers Bankers Consultants Consultants

39 Develop list of key referral sources – start smallDevelop list of key referral sources – start small Develop plan and calendar to make regular contactDevelop plan and calendar to make regular contact Set yourself apart – what makes you different, focus on messaging, offers and themeSet yourself apart – what makes you different, focus on messaging, offers and theme

40 Out of sight means out of mind MailingsMailings Topical articles Topical articles Reprints Reprints Letters Letters Thank you notes Thank you notes MeetingsMeetings Personal, one-on-one meetings Personal, one-on-one meetings Seminars Seminars Receptions, dinners, events Receptions, dinners, events Association activities Association activities EmailEmail Forward items of interest Forward items of interest Quick notes, etc. Quick notes, etc. PhonePhone

41 Number of referrals received/givenNumber of referrals received/given Types of referralsTypes of referrals Frequency of contact and type of activityFrequency of contact and type of activity Follow-up effortsFollow-up efforts Close ratioClose ratio

42 Cant afford not to be integrating referrals into your marketing efforts Cant afford not to be integrating referrals into your marketing efforts Start small - develop list of top possible referral sources Start small - develop list of top possible referral sources Develop plan to communicate Develop plan to communicate Offer information that is educational Offer information that is educational Consistency and follow-up is key Consistency and follow-up is key Measure and track Measure and track

43 Keep marketing and be smart about budgetsKeep marketing and be smart about budgets Online marketing – make greater investment and try new tacticsOnline marketing – make greater investment and try new tactics Tune-up your website and SEO Tune-up your website and SEO Subscribe to top blogs and follow Subscribe to top blogs and follow Produce and publish content Produce and publish content Get Social Get Social Traditional marketing – focus on nurture and referral marketingTraditional marketing – focus on nurture and referral marketing Track and measure – make sure your marketing $$ are working for youTrack and measure – make sure your marketing $$ are working for you

44 Marketing consulting group focused on helping small to mid-market companies grow their business through effective marketing strategies. Services include:Marketing consulting group focused on helping small to mid-market companies grow their business through effective marketing strategies. Services include: Marketing planning and budgeting Marketing planning and budgeting Campaign development and execution Campaign development and execution Outsourced marketing management Outsourced marketing management Direct marketing Direct marketing Collateral creation Collateral creation Telemarketing Telemarketing Newsletters Newsletters Success stories Success stories Website development and strategy Website development and strategy Event planning Event planning Press releases Press releases Contact Jennifer Culbertson jennifer@lookingglassmarketing.com 614-453-5927 www.lookingglassmarketing.com 44

45 Thank You for Attending!


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