as the world turns: how trends are affecting marketing programs
DESCRIPTION
How will technology impact your business in 2011? Rob Bartlett and Susan Farrell share trends, tools and techniques to better help you manage your communications practice in changing times.TRANSCRIPT
As The World Turns How trends are affecting marketing programs
VISIBILITY
Know Your Website Visitors
CAMPAIGN PROCESS:
You launch a website. ROADBLOCK #1:
Traffic stats are low and you have no idea who is visiIng the site. Good quality visitors?
THE FIX:
Use good analyIcs tools like AWSTATS, LivePerson Pro, HubSpot, Google AnalyIcs.
Web Analytic Tools
Web Analytic Tools
Web Analytic Tools
Web Analytic Tools
Geo-Target – Finding Your Location CAMPAIGN PROCESS:
DirecIon to locaIon. ROADBLOCK #2:
No locaIon instrucIons to locaIon. Cannot print instrucIons to locaIon.
THE FIX:
Google Places, Geo-‐Targeted SEO, Yahoo Maps, etc.
Geo-Targeted SEO
Web Locator Tools
Web Locator Tools
Web Locator Tools
Geo Target with Language
Geo Target with Language
Web Awareness
CAMPAIGN PROCESS:
Search for product. ROADBLOCK #3:
Not showing up on first page of search.
THE FIX:
SEO tools, Keyword analysis, SEO tags, Reciprocal links, SEO press releases, etc.
Simple and Free SEO Analysis Tools
SEO in Press Releases
Web Awareness
CAMPAIGN PROCESS:
ROADBLOCK #4:
Lack of website links.
THE FIX:
In-‐page and reciprocal links. SEO NavigaIon bar.
SEO Navigation Bar
Reciprocal Links
CONTENT DEVELOPMENT
Content Development
CAMPAIGN PROCESS:
Create markeIng content. ROADBLOCK #5:
Web pages, and news releases appearing online, do not rank high on relevant searches.
THE FIX:
Use keyword analysis to opImize markeIng copy On-‐Page.
Tools & Techniques Success factors for On-‐Page keyword op1miza1on* • Page Title
• Page DescripIon
• Consider URL and Browser Title
• <h1> Tag (Page Head) • <h2> Tags
• Top keyword at least 3x on page
• Top Keyword in Bold
• Alt text for images
A new way of life… Inherent in all marcom wri1ng now.
Serve them the content they are searching for… *www.seomoz.org
Resources
http://guides.seomoz.org/chapter-4-basics-of-search-engine-friendly-design-and-development
http://www.searchengineguide.com/stoney-degeyter/the-best-damn-o.php
Content Development
CAMPAIGN PROCESS:
Drive traffic with e-‐mail. ROADBLOCK #6:
E-‐blasts do not generate as many comments or as much response as they once did.
THE FIX:
Begin with your House List. Grow it with valuable content. The rules of DM sIll apply!
Tools & Techniques Success factors in Direct Marke1ng • Your list maeers most—more
than everything else, including the creaIve
• Your “House List” is the best list you have
• The value of your offer is second most important
– Think Subject Line • Personalize
• Segment
• Be relevant and Imely Use Searches (or Queries) to develop highly-relevant, segmented sending lists.
Tools & Techniques Success factors in Direct Marke1ng • Your list maeers most—more
than everything else, including the creaIve
• Your “House List” is the best list you have
• The value of your offer is second most important
– Think Subject Line • Personalize
• Segment
• Be relevant and Imely
Most attorneys, for example, have other attorneys as a primary referral source. It’s not that hard for attorneys to figure out what “turns on” other attorneys.
Tools & Techniques Success factors in Direct Marke1ng • Your list maeers most—more
than everything else, including the creaIve
• Your “House List” is the best list you have
• The value of your offer is second most important
– Think Subject Line • Personalize
• Segment
• Be relevant and Imely
Sign-up Screen
Tools & Techniques Success factors in Direct Marke1ng • Your list maeers most—more
than everything else, including the creaIve
• Your “House List” is the best list you have
• The value of your offer is second most important
– Think Subject Line • Personalize
• Segment
• Be relevant and Imely
Thank You/Confirmation Screen points site visitors back into your Web site…
CONTENT DELIVERY
Is Flash Dead?
CAMPAIGN PROCESS:
Flash website. ROADBLOCK #7:
Key components of your site cannot be seen on an iPad, iPhone or indexed.
THE FIX:
jQueries
The Problem
Without Flash support, iPad users will not be able to access the full range of web content, including over 70% of games and 75% of video on the web.
Modimy.com
jQuery
Effective Email Format
CAMPAIGN PROCESS:
Send an email with offer. ROADBLOCK #8:
Cannot see the offer.
THE FIX:
Use a combinaIon of text and supporIve use of images.
Images Off – Still Read
Images On – Same Message
Have Mobile Will Buy
CAMPAIGN PROCESS:
Email with offer on mobile.
ROADBLOCK #9:
Walk into store and show coupon on phone, not printed – not accepted.
THE FIX:
QR Code, Scan Barcode from Mobile.
Scan Mobile Coupon
PROMOTION
Promotion
CAMPAIGN PROCESS:
Landing pages for online promoIon.
ROADBLOCK #10:
Clicks to our Web site do not generate enough sales leads.
THE FIX:
Dedicated Landing Pages to help increase conversion to leads, www.unbounce.com.
Tools & Techniques Success factors for dedicated Landing Pages* • Eliminate unnecessary steps or
difficulty
• Answer two crucial quesIons within the first moment of any transiIon: – Where am I?
– What can I do here?
• Communicate your key differenIator(s)
• Use specific, quanItaIve, and instantly credible language
Unbounce.com provides a platform specifically designed for building action-oriented Landing Pages
*www.marketingexperiments.com
Tools & Techniques Success factors for dedicated Landing Pages* • Eliminate unnecessary steps or
difficulty
• Answer two crucial quesIons within the first moment of any transiIon: – Where am I?
– What can I do here?
• Communicate your key differenIator(s)
• Use specific, quanItaIve, and instantly credible language Unbounce.com provides an easy way to
test withSplit A/B Tests.
*www.marketingexperiments.com
Promotion
CAMPAIGN PROCESS:
Lead nurture. ROADBLOCK #11:
People aren’t ready to buy now; sales people don’t stay in touch and they get lost.
THE FIX:
ProgrammaIc system for touching people. Match your frequency to their acIvity.
Tools & Techniques A few success factors for Lead Nurture • Recognize the 80/20 rule—
80 percent of leads may not be ready for six months or longer
• If you don’t nurture their interest with your marcom content, your compeItor will
• Arrange the “Buying Funnel” according to how they buy, not how your people sell
• Segment buyer groups and customize content to each
• Luck happens Access to Law Advisory requires separate subscription.