10 MARKETINGCANT AFFORDMISTAKES YOU TO MAKETalking points from a March 2016 lunch & learn to Startups at The Werx in McKinney, TX

To view this presentation, first, turn up your volume and second, launch the self-running slide show.1

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1. You dont have a written sales strategy2. You dont have a written marketing strategy3. Your website pages and content werent designed for a specific purpose4. Your website is a static billboard5. Your website pages are not built for conversion6. You dont create & publish content7. You dont repurpose existing content8. You arent building a list of relevant contacts 9. You dont email your list at least 1 per month10. Your business cant be found online10a. You are not actively performing on site and off site SEO10b. You are not helping people find you by advertising online

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YOU DONTWRITTENHAVE A SALES STRATEGY

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Make sure Marketing and Sales know the revenue target and operations can actually deliver on it. Factor in the length of the sales cycle, close ratio, repeat business, capacity, onboarding and time to pay.

When you know what you need to sell and when you need to get it sold, youre ready for the marketing plan. Have #s for existing customers, anticipated growth churn and carry over.YOU DONT HAVE A WRITTEN SALES STRATEGY#1

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YOUDONTMARKETINGHAVEAWRITTENSTRATEGY

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What is your 1 page plan for supporting the revenue goal the way it needs to be sold this year (products/services)? What is your $budget? Check it against your industry and small business benchmarks (3-10% of sales). Analyze previous years category spend and determine what to cut or expand. What new to add? How many personas will you be marketing to and can you segment the existing email list to match. Do you need to secure additional contacts?YOU DONT HAVE A WRITTEN MARKETING STRATEGY#2

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43% of companies have an executive in their organization who is directly responsible for an overall content marketing strategy. (Curata, 2014)48% of B2B marketers have a content marketing strategy, and only 35% percent have gone so far as to document their strategy. (Content Marketing Institute, 2015)

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YOUR WEBSITE PAGES& CONTENTWERENT DESIGNED FOR A SPECIFICPURPOSE

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Personas and Keyword analysis will determine your web page content and content plan for the year.52% of marketers support two to four roles and buyer personas with dedicated content. (LinkedIn Technology Marketing Community, 2014)

48% of marketers use dedicated content to support three to five buying stages. (LinkedIn Technology Marketing Community, 2014)

84% of B2B marketers and 85% of B2C marketers are actively looking to gain a better understanding of their audience or planning to do so in the coming year. (Content Marketing Institute, 2015)#3YOUR WEBSITE PAGES & CONTENT WERENT DESIGNED FOR A SPECIFIC PURPOSE

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YOUR WEBSITESTATICIS A BILLBOARD

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Keep your content fresh each month. Visitors are counting on you to keep the dialog going.90% of consumers find custom content useful. (Demand Metric, 2014)

Millennials expect brands to develop content for them, with 80% wanting to be directly entertained through content marketing. (Edelman,2012)

Google rewards websites with lots of high quality pages. The more quality pages of content better, likelihood of ranking, visits and lengthy stays.#4YOUR WEBSITE IS A STATIC BILLBOARD

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YOUR WEBSITE PAGESARE NOTBUILT FOR CONVERSION

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61% of consumers say they feel better about, and are more likely to buy from, a company that delivers custom content. (Custom Content Council, 2011)Website conversion rate is nearly six times higher for content marketing adopters than non-adopters (2.9% vs. 0.5%). (Aberdeen Group, 2014)Examples: Do you have CTAs; Speak to a Specialist, Request a Quote/Sample, Get Help Now Request a Free Consult, Sign Up Here, Download Here, Follow or Share?YOUR WEBSITE IS NOT BUILT FOR CONVERSION #5

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YOUCREATE& PUBLISHCONTENTDONT

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86% of B2B marketers report that their organizations are using content marketing, and 70% of them are creating more content than they did one year ago.

80% of business decision-makers prefer to get company information in a series of articles versus an advertisement. (Roper Public Affairs, 2012)

77% of marketers report that they plan to increase content production in the next year. (LinkedIn Technology Marketing Community, 2014)

75% of B2B buyers rely more on content to research and make B2B purchasing decisions than they did a year ago. (Demand Gen Report, 2014)#6

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41% indicate that curated content has increased the number and/or quality of their sales-ready leads. (Curata, 2014)

B2B marketers who rate themselves to be most effective allocate an average of 37% of their budget to content, while those who feel they are least effective allocate 16%. (Content Marketing Institute, 2015)

77% of marketers plan to increase content production as they move into 2015. (LinkedIn Technology Marketing Community, 2014)

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Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience and, ultimately, to drive profitable customer action.Could be blog article, web page, landing page, ebook, slide deck, video, webinar, photo, social media post, podcast, infographic, case study, white paper, check list, research paper, press release.

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YOU DONTREPURPOSEEXISTING CONTENT

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90% of consumers find custom content useful. (Demand Metric, 2014)

Allows you to have topics in multi forms of media and available on multiple channels.YouTube users watch more than 3B hours of video per month. (Source: YouTube )#7

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8YOU ARENT A LIST OFBUILDINGRELEVANT CONTACTS

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List Growth Rate (a top of funnel goal)

What It Is:The rate at which your email list is growing.

How to Calculate It: ([(Number of new subscribers) minus (Number of unsubscribes + email/spamcomplaints)] Total number of email addresses on your list]) * 100

Example:(500 new subscribers - 100 unsubscribes and email/spam complaints) 10,000 email addresses on the list * 100 = 4% list growth rateThere is a natural decay on your email list. It expires by about 22.5% every year. #8

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YOU DONTYOUR LIST ATEMAILLEAST 1 PER

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82% of consumers feel more positive about a company after reading custom content. (Demand Metric, 2014)

Open rates hover around 15-30% depending on your industry, but according to research from Chadwick Martin and Bailey (September 2010), close to half (49%) of consumers share content online at least once a week, with the vast majority sharing through e-mail (86%).

Also dont pay attn. to open rates, watch click through rates. Open rates are unreliable for a multitude of reasons.Email frequency increase does not necessarily decrease open rates.

In tests, a list did not get tired of emails sent to them. Open rates in weeks five and six were comparable to week one as well as general open rates.

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You can't kill email! It's the cockroach of the Internet, and thats a compliment.

Resilience is a good thing.

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91% of consumers check their email daily(ExactTarget).74% of consumers prefer to receive commercial communications via email(Merkle).The average clickthrough rate for B2B marketing emails in Q2 2013 was 1.7%(Epsilon).60% of marketers believe email marketing produces positive ROI(Marketing Sherpa).66% of consumers have made a purchase online as a result of an email marketing message (Direct Marketing Association).Email marketing has an ROI of 4,300% (Direct Marketing Association).76% of email opens occur in the first two days after an email is sent (Alchemy Worx).48% of emails are opened on mobile devices(Litmus).

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You can set up workflows for email nurturing, include images, personalized greetings, segment, provide CTAs optimize for mobile.

The click-through rate on triggered messages is 119% higher than Business as Usual messages. (Source: Epsilon and DMA)

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HERE ARE THE SEVENMOST COMMONEMAIL METRICS:1. SENT2. DELIVERED3. BOUNCED4. OPENS/OPENS RATE5. CLICKS/ CLICK RATE/ CLICKS TO OPEN RATE6. UNSUBSCRIBE RATE7. MARKED AS SPAM

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YOUR BUSINESSCANT BEFOUND ONLINE

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By 2016, more than half of the dollars spent in U.S. retail will be influenced by the web. (Source: Forrester Research )#10

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YOU ARE NOT ACTIVELYPERFORMINGON PAGE AND OFF PAGE SEO

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Content creation ranks as the single most effective SEO technique. (Marketing Sherpa, 2013)

In search engine optimization, on-page optimization refers to factors that have an effect on your web site or web page listing in natural search results. These factors are controlled by you or by coding on your page. Examples of on-page optimization include actual HTML code, meta tags, keyword placement and keyword density.

In search engine optimization, off-page optimization refers to factors that have an effect on your web site or web page listing in natural search results. These factors are off-site in that they are not controlled by you or the coding on your page. Examples of off-page optimization include things such as link popularity and page rank.YOU ARE NOT ACTIVELY PERFORMING ON PAGE AND OFF PAGE SEO

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YOU ARE NOT HELPINGPEOPLE FIND YOUBY USING PAID SEARCH

10BOR PPC(A QUICK HIT)

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Tip #1: Identify which organic keywords drive traffic and convert on your website.

Tip #2: Determine how much you're willing to pay for a lead or conversion.

Tip #3: Dont Go It Alone.

Tip #4: PPC is a great way to test new landing pages (copy & Call To Action).You are not helping people find you by using paid search or PPC (PPC is a quick hit)

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1. You dont have a written sales strategy2. You dont have a written marketing strategy3. Your website pages and content werent designed for a specific purpose4. Your website is a static billboard5. Your website pages are not built for conversion6. You dont create & publish content7. You dont repurpose existing content8. You arent building a list of relevant contacts 9. You dont email your list at least 1 per month10. Your business cant be found online a. You are not actively performing on site and off site SEO b. You are not helping people find you by advertising onlineSUMMARY

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ABOUT MARKETCREST:MarketCrest is a Marketing & Consulting Services firm focused exclusively on strategies that drive revenue growth.

Simply put, we exist to help you compete and grow and we expect to be held accountable for your improved performance.

MarketCrest also provides Marketing Automation and CRM solutions, and services for clients. Learn more, and receive a free 1-hour consult with a marketing strategist.

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WWW.MARKETCREST.COM9720 Coit Rd. Suite 220-174 Plano, TX 75025-5833

(972) 365-0000FOR MORE INFORMATION...

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