Closingcontactsandclicktostart

Closing the Circle in Online Marketing

Cher Cunningham

Techno

logy Training and Worksho

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• Purpose – Why bother

• Strategy ‐ Build on your offline strategy

• Landing Pages

• Content and Offers

• Worksheets

Agenda

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Online and Offline are Merging

• ‐ 90% of Internet users perform local searches. ‐Kelsey Group

• ‐ 82% of the people using local search sites follow up their research with offline action. TMP / comScore average

• ‐ 84% of Americans have substituted Internet search for the phone book. ‐TMP / comScore

Online and Offline are Merging

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Too many options?

Should I be using.....

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When you look at the plethora of promotion sites out there it becomes obvious – you need a plan. I have a confession – I only spend about 20 minutes a day on Twitter, Facebook and LinkedIN combined. But I get at least one inquiry a week from this. A couple of weeks ago, I met 3 people on linkedIN that I did not know and did not know any of my customers. This turned into 3 quotes – one of which I secured, one that led to a different job, and one that gave me a joint venture opportunity.

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IF ACB, NBC, CBS HAD CREATED CONTENT 24 HOURS A DAY SINCE 1948, THEY STILL WOULDN’T HAVE CREATED AS MUCH VIDEO AS HAS BEEN UPLOADED ON YOUTUBE WITHIN THE LAST TWO MONTHS. AND WHY IS THAT---BECAUSE VIDEO WORKS AND PEOPLE WILL WATCH OVER READ.

You Need a Strategy

• Focus your efforts – to save time

• Purpose – to multiply your results

• Niche? USP?

Don’t Start with a Sitemap

Landing Page/ Offer

need

marketneed

Landing Page/ Offer

need

marketneed

Landing Page/ Offer

need

marketneed

Start with customers…

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Start with Customers Knowing their needs, and how you want to serve them you can develop downhill paths through your website. Don’t make it hard for them Starting with a sitemap is customary but it limits your thinking. It makes a simple place to start but assumes all customers are the same.

Basics

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All marketing online or offline follows some basic steps. What do you currently do for each step?

OR capture a lead

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Social Media is the content you create Social Networking is the content THEY create

Online Marketing Content

• How does content deliver results?

• Understand how content helps your goals match the visitor goals

• Where should content be put?

• What is missing from off‐site content?

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Blog, social media site content, Youtube, facebook etc often miss the crucial step – a compelling link back to your website to take action.

Target Market

Their Need

ContentStrategy

Your Need

Mutually Beneficial Action

Your Goals

• What are your organizational goals?

• What are you trying to achieve?

• What are your short term goals?

• How do you achieve your goals?

• Who helps you?

Visitor Goals

• Warm Lead

• … with Questions

Site Goals

• Increase online sales

• Improve access to information

• Decrease staff time spent on FAQs

• Increase return customers

• Improve distribution of information

• Increasing awareness of our services

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Not all of these are true SMART goals – try to turn them into a SMART goal.

Content

• What does your visitor think they need to know?

• What do you think they need to know?

• What content type and delivery method would Wow them?

Call to Action

• What should they do next?– Call me

– Email me

– Purchase

– Subscribe

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Don’t leave it at lights, camera Remember a warm lead is someone who is already thinking of buying your product or service. Make it easy for them by telling them what is the next step to buy.

Custom Content by Segment

• Don’t make people guess if they are your customer

• Talk to them and their needs

• Landing Pages

• Paths

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Generic content that is supposed to not exclude anyone appeals to nobody. Discuss What are you looking for when you visit a company site?

What medium?

• Website

• Blog

• Twitter

• Facebook

• Youtube

• LinkedIN

Content

OR capture a lead

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Consistent Look and Message on all fronts

• Home base• Offers• Conversion activity

– Buy– Become a member– Join mailing list– Register for event– Follow– Subscribe

Website

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• Provide Highlights

• Links that encourage action– Visit

– Vote

– Comment

– Share

• Generate site visits

Newsletter

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• Full Articles

• Member News

• Opportunities

• Issues

• Alerts

Blog

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• Content

• Voting

• Link to site

• Subscribers

Youtube

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• Content

• Coupons

• Reviews

Google Places

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Coupon and reviews

Google Places / Local / PinheadTechno


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Google PlacesTechno


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• People create their own content about you

• Comments• Reviews• Referrals and Testimonials• Complaints• Questions• Their own social media

Social Network ‐ Actions

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• Photos

• Listings

• Product Launches

• Events – who is coming – RSVP

• Wall – Testimonials, event comments

Facebook

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• B2B• Group

• Discussion

• News

• Referrals (recommendations)

• Updates from members on theirbusiness

LinkedIN

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Comment about member status and other updates!!

• Announcements

• News

• Blog added

• Event added

• Retweet member tweets

Twitter

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Follow members Retweet member stuff Contest of tweet and retweet

Updates

• Hootsuite updates: LinkedIn, Twitter, Facebook

• Select any or all DEPENDING ON CONTENT

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Response

• Hootsuite watches: LinkedIn, Twitter, Facebook

• Respond to others’ updates – congratulate, compliment, ask questions LinkedIn, Twitter, Facebook

• As organization AND as a person

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Purpose

Describe Market

Information they think they need

Information you think they need

Offer

Call to Action

Content Presentation Content Location

Sell a new Putter

Regular Golfers with Skill

Information they think they need – Types of Putters

Information you think they need – Why this putter is superior

Offer: Free One-on-One Lesson

Visit Landing Page to Print Coupon

Video – Putting Accuracy

Youtube

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Note the goal is to sell the putter – not market it or promote it.

Offer goes here ‐ links back to your landing page

Landing Page + Entry Point

• Every offsite offer should have a specific page on your website to land on – not the home page – no hunting allowed

• Every offer should have an attractive entry link from the home page.

Keep it Personal

• Simple, clear language

• Focuses on the Customer Needs

• Next Step Obvious

• Members

• Followers

• Comments

• Tweets

• Clicks on Newsletter

• Website Visits (proof for ads)

Tracking

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• Page Insights

• Demographics

• Views

• Comments

• Likes

Facebook

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One of the greatest values of Facebook Pages is a feature called “Page insights“. Page Insights provide administrators with information about the demographic break down of their Facebook Page fan base as well as engagement information. Whether it’s the number of people viewing media (photos and videos) on your Facebook Page or the number of likes and comments, Page Insights provides administrators with a lot of detail about user interactions.

Google Analytics

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Visitor Actions

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Listening / Creating – Google Reader

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Read and respond or create – delete Yesterday’s news is over. This will accumulate!!

Listening – to what?

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Listening /Responding ‐ Hootsuite

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Closingcontactsandclicktostart

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