April 22, 2014 | World Trade Center Arkansas

Marla Johnson Norris

@marlajono

Climb Higher than the Competition for More Bountiful Results

website

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How to get MORE, higher fruit:

• Do Web, Social, Email better.

• Have a PLAN to drive business that you can share and IMPLEMENT.

• Use the Internet as your Lead Gen Machine.

• Get the Zen of It.

I will cover:

1. Keys to thinking about your online marketing and sales strategy

2. The formula for ridiculously effective online lead generation

I will cover:

3. The role social media and email marketing have in your company’s sales strategy

4. How new online marketing technologies and advancements can enhance the way you fill your sales pipeline

Keys to thinking about your online marketing and sales strategy

overwhelmed?

awkward?

FREQUENCY &

COMMUNICATION

OUTREACH & AWARENESS

LEAD

GENERATION

It is the nature of man to rise to greatness if greatness is expected of him. John Steinbeck

A dream is just a dream. A goal is a dream with a plan and a deadline.

Harvey Mackay

 

If your only goal is to become rich, you will never achieve it.

John Rockefeller

KEYS to extending market reach:• Be your authentic self… online. • Find YOUR professional/personal

voice… online. • Think of your online presence as

being about CONNECTING with others with gratitude, kindness and humor… online.

• Study and focus on your audience and give them what they need and want… online.

• Now is not the time to slough on great website content!

• PEOPLE and SEARCH ENGINES depend on it.

WEBSITE

WEBSITE AUDIENCE

1. Think first about your target audiences. Who is out there in your audience?

2. (Imagine your audience out there naked.)

3. Write for top three potential customer categories. (SEO)

WEBSITE CONTENT

1. True Benefit Statements2. Real Testimonials 3. Authentic Images4. Be the BEST YOU5. Humor and Fun

WEBSITE PROCESS

1. Definitely look at peer websites. 2. Make notes.3. Forget about it. Do YOUR thing!

WEBSITE STRATEGY

Responsive Design

Mobile Madness

This year, mobile is

predicted to overtake desktop Internet usage.”

(Microsoft Tag, 2014)

72% of Americans browse

the Internet on their mobile phones. (International Telecommunications Union, 2014)

Responsive Design

Stunning Website Redesign

1. Responsive Web Design

2. Easy-to-use CMS

3. Intuitive Navigation

4. Positive User Experience

5. Great Graphics

Website – KISS IT!

Responsive Website Design & CTAs

WEBSITE STRATEGY

Social Integration

Add Video Now!

• Engage and educate• Show up better in search engines

WEBSITE STRATEGY

Frictionless CTAs

The formula for ridiculously effective online lead generation

FREQUENCY &

COMMUNICATION

OUTREACH & AWARENESS

LEAD

GENERATION

FORMULA:

Audience Message + Fun Creative + Outreach Calendar (Search, Social, Email, Ads)+ Landing Page CTA METRIC$

MESSAGE & CREATIVE:• Website, Email, Social, SEO, Ads• Benefits to Audience (pain)• Offer or Urgency• Personalization or Caring• Unique and Fun

OUTREACH CALENDAR:• Pulsed Outreach – ADS, SEO, PPC, Social

(YouTube, Pinterest…)

Social Outreach: YouTube…

Tennessee Valley Authority creates tons of video content, leading to 80,000 video views.

LANDING PAGE & CTA:• Landing Page CTAs by Audience/Product

FREQUENCY &

COMMUNICATION

OUTREACH & AWARENESS

LEAD

GENERATION

Song of Arkansas

Song of Arkansas

• February 10th – 24th: Voting

• March 3rd: Notifying the winner

• March 10th: Announcing at the Governor’s Conference

Song of Arkansas: Contest PageVisits to Landing Page: 48,824

Entries: 230

Total Sales Leads (clicks to partner sites): 746

Nov 26, 2013 – Feb 19, 2014

Arkansas.com/song-of-arkansas.com

Song of Arkansas

34,000 Votes

10% of Web Traffic

AGILE METRICS/Lean Learning• Try Something Small• Fail, Learn, Try Again• Experiment• Measure & Report Monthly

METRICS that follow the money: Key Performance Indicators (KPIs)

• Website• Program Applicants (e.g.

Leadership & Delta Doctors)

• Qualified Leaders• Portal Login Sessions• Quality Funding

Applications• PDF downloads• Visits/Unique/Geo• Site Engagement

• Social Media/PR• Followers/Connections• Reach & Engagement• Shares• Clicks to Website

• Email• Subscribers• Open Rate• Click through Rates

The role social media and email marketing have in your company’s sales

strategy

Social & Earned Media

FREQUENCY &

COMMUNICATION

OUTREACH & AWARENESS

LEAD

GENERATION

Strategy

1.Goals

2.Engagement

3.Campaigns

4.Reports

KEY: It’s ALL about Relationships• Be present. Then tweet. Don’t be

interruptive. • What insight did you gain? • What people did you meet? • What do you love about this group?

@marlajono

Creative Tactics

1.Campaignsa. Sweepstakesb. Promotions

2.Videosa. Web Seriesb. Interviewsc. User Stories

Creative Tactics

3. Photographya. Infographicsb. Behind-the-scenesc. Eventsd. Conferences

4. Presentationsa. Webinarsb. Slideshare PPTs

Workflows

1. Objective-Based Workflowsa. Initiatives based on

social objectives

b. Workflows coordinate with content calendar

c. Workflows create systems of accountability and efficiency

Content Calendar

Advantages ofa Content Calendar

• Simplifies workflow• Coordinates staff• Keeps objectives in mind

• Hashtags (#) – topics, themes and even messages

• Handles (@) – people

SOCIAL

KEY: It’s ALL about Relationships• Twitter – Give props. Share.• Instagram - Integrate w Twitter & Facebook• Facebook – More personal but also about

mission/work/community• LinkedIN - Great job or meeting messages.

Reviews and endorsements• YouTube – Video telling stories, sharing

laughs. You are fun to work with, right?

@marlajono

KEY: It’s ALL about Relationships

• Hootsuite - Managing your messaging including DMs

• Pinterest – The shareable image or infographic

• Website – Complete and comprehensive information. Call to action (CTA). Binding all others. SEARCH PERFORMANCE

@marlajono

4. How new online marketing technologies and advancements can enhance the way you fill your sales pipeline

• Create Great Content

• Reach Out to New Customers

• Pull Them into Your Sales

Pipeline Pipeline

Benefit & Value Statements

Online Marketing Toolbox and Content Marketing

Integrated Campaigns Fire on ALL Cylinders

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SEARCH: Calls To Action & Urgency

Online Ads - Lead Generation

• TARGET by geography, behavior and interests• Paid Search• SEO

4 Simple Steps for Calls To Action

1.) Write a Clear and Compelling Message

2.) Make it Big and Bright and ‘Buttony’

3.) Place it ‘Above the Fold’

4.) Optimize CTA for SEO

Website – CTAs & Educating Customers

Comparison Shopping & Retargeting

•Ad servers•Remarketing •Market

Segmentation

Email for B2B

72% of B2B BUYERS are more likely to share useful content via email.”

64% of decision-makers

read their email via mobile devices.

Source: Earnest Agency, 2013

Stunning Email Design

1. Desktop & Mobile Friendly

2. Photo & Video Rich

3. Brand Consistent

Stunning Email Design

Key Takeaways

• Plan and experiment to learn• Keep your message simple and

consistent online and offline• Have great calls to action• Optimize for mobile• Tell your story better with video• Stay in touch with customers and

promote your business with social

Now Go FIRE ON ALL CYLINDERS!

Scale Your Support

• Get CREATIVE SUPPORT• Get TECHNICAL SUPPORT (IT)• Get SALES SUPPORT• Get OUTREACH/MARKETING/MEDIA

SUPPORT (staff/employee) for your company, workload and staffing demand for size of company.

Scale Your Support

• Storytellers – content creators, videographers, photographers, short/sweet writers

• Technically-savvy types – using the tools we need today – CMSes, Facebook Insights, Hootsuite, Database modeling, email marketing, social platform understanding

FORMULA• Plan and experiment to learn with your

outreach messaging/benefits• Basics of Marketing – audience focus,

messaging (calendar), timing/seasonality for relevance in SEO, PPC, Social & Ads

• Landing Pages – mobile, tablet, desktop • CTAs by Audience – urgency or

specialness• Following the Money – tracking media

conversion to actions (KPIs)