How To Market To Your Customers Online ... on THEIR Terms

How to Market to Your Customers Online … On THEIR Terms

Tommy P. LandryJune 20, 2013

SCORE Training

04/12/2023 ©2013, Return On Now. All Rights Reserved. 2

About Tommy Landry

President, Return On Now

Specialty: Internet Marketing

SEO, SEM, Content, Social, Websites, Online Advertising, Web Analytics, Metrics

20+ Years Marketing

13 Years SEO

9 Years SEM

Lifetime of Content & Social

04/12/2023 ©2013, Return On Now. All Rights Reserved. 3

Where to Find Me

TwitterMe: @tommy_landry

Business: @ReturnOnNow

LinkedIn: www.linkedin.com/in/tommylandry/

Email: [email protected]

Website: http://ReturnOnNow.com

Facebook: Like Us

Google+: Follow Our Page

http://twitter.com/tommy_landry


http://twitter.com/ReturnOnNow

http://www.linkedin.com/in/tommylandry/

http://www.linkedin.com/in/tommylandry/

mailto:[email protected]

http://returnonnow.com/

https://www.facebook.com/pages/Return-On-Now/417313080710

https://plus.google.com/b/103953451862386749988/103953451862386749988

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QUICK SURVEY

©2012-2013, Return On Now. All Rights Reserved.

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How to Message / Talk to Clients


Overarching Messaging

Customer Lifecycle

Personas

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What is an Elevator Pitch?

If someone asks what you do while riding in an Elevator, you

have only 30 seconds to answer.

What do you say?


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EXERCISE: Revise Your Elevator Pitch


Step 1: Fill in the Blanks

Company Name: ______________

Products / Services: ______________

Who We Serve: ______________

Problem We Solve: ______________

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Step 2: Build Your Description[Company Name] provides

[Products or Services] for

[Who We Serve] that/who

[Problem We Solve].

Hypothetical Example:

MyStores Software provides custom online commerce and back-office solutions to businesses with less than $10 million in sales that can’t afford the high prices of big-name consulting firms.

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Step 3: Finish the Story

Why the Business is Needed

Who Needs It

Where Industry Is Going

Why You’re The Best Option

What Your Long Term Vision Is

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Step 3: Finish the Story (Sample)

MyStores Software provides custom online commerce and back-office solutions

to businesses with less than $10 million in sales that can’t afford the high prices

of big-name consulting firms. These business customers will be eager to drive

their sales and improve efficiency, now that it can be accomplished with a

fraction of the time and money required by the big-name firms. Our founder,

Mickey Mouse, has 12 years of experience as a senior project manager for

Megabig Consulting, where he learned how to manage projects from start to

finish using skilled independent contractors. With a market of over 8,000 small

businesses in SampleCity with revenue ranging from $1 million and $10 million,

MyStores Software will be cash-flow positive and profitable in less than 12

months.

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Step 4: Now You Try It!

___________________________ provides

___________________________ to

___________________________ that

___________________________ .

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Customer Lifecycle

Personas

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The Customer Lifecycle

Psychological Model

“Buyer’s Journey” in web circles

Simple version:

Dated version:

Awareness Familiarity Consideration Purchase


Awareness Response Evaluation Commitment

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Buyer’s Journey: Internal View


SOURCE: http://blog.alinean.com/2011/05/optimize-content-marketing-by.html

http://blog.alinean.com/2011/05/optimize-content-marketing-by.html

http://blog.alinean.com/2011/05/optimize-content-marketing-by.html

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Closed Loop Model


SOURCE: http://www.connectionmodel.com/customer-lifecycle-marketing/

http://www.connectionmodel.com/customer-lifecycle-marketing/

http://www.connectionmodel.com/customer-lifecycle-marketing/

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Customer Lifecycle: No Longer Linear


SOURCE: http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey

http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey

http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey

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Demand Gen vs. Lead Gen

Demand GenAwareness

Familiarity

Consideration

Purchase

Lead Gen


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EXERCISE: Map Marketing to Lifecycle


Tactics Awareness Familiarity Consideration Purchase On Boarding Loyalty Evangelism

Lifecycle Stages

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Customer Lifecycle

Personas

04/12/2023 ©2012-2013, Return On Now. All Rights Reserved. 20

Personas

DefinitionA persona is a made up / fictional character which describes your target audience or a sub-segment of that target audience, whatever makes the most sense for making logical splits in content, tone / voice, and overall messaging approach.


Personas: How To Build Them

Label Your Top 2-8 Target Audiences

Personify Each Of ThemMake Them Feel REAL

Hit On Demographics and Behavior

Use a Killer Quote (What He/She Thinks)

Tell A Story

RESULT: One Read, and You “Know” Them


Sample Personas

SOURCE: http://www.basecreative.eu/news/jason-cianfrone/2012/02/14/user-personas

http://www.basecreative.eu/news/jason-cianfrone/2012/02/14/user-personas




Sample Personas

SOURCE: http://danieleizans.com/2011/01/context-in-content-strategy-personal-behavioral-context/

http://danieleizans.com/2011/01/context-in-content-strategy-personal-behavioral-context/




Sample Personas

SOURCE: http://uxtoolkit.wordpress.com/tag/prototyping/

http://uxtoolkit.wordpress.com/tag/prototyping/

http://uxtoolkit.wordpress.com/tag/prototyping/


Sample Personas

SOURCE: http://becubed.me/2007/06/08/download-an-example-persona-used-in-the-design-of-a-web-application/

http://becubed.me/2007/06/08/download-an-example-persona-used-in-the-design-of-a-web-application/




SOURCE: http://act201213.wordpress.com/tag/personas/

http://act201213.wordpress.com/tag/personas/

http://act201213.wordpress.com/tag/personas/


EXERCISE: Basic Persona Creation

Let’s Get Creative: Make Up a Company

Brief Elevator Pitch

Brainstorm 2-3 Target Segments

Create Basic Personas

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Customer Lifecycle

Personas

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What’s the Secret?

Cover all your bases

Talk to them on THEIR terms


SOURCE: Google Images

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Life Cycle & Online Marketing Execution

Identify Elevator Pitch

Build Messaging Per Category / Service

Assign Personas

Overlay Lifecycle

Think about CTAs (Calls to Action)

Build into Tactical Execution


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Web Content and Customer Lifecycle

Overlay Personas and Lifecycle

Talk to All of Them

Build into Navigation (See below)



Content Matrix Sample

Product PersonaBuyer's

Journey StageTopic CTA Conversion NEXT STEPS

Discovery Newsletter Opt In Add to long-term listConsideration White Paper Download Add to Drip MarketingDecision Custom Quote Tool Direct Sales ContactDiscovery Newsletter Opt In Add to long-term listConsideration White Paper Download Add to Drip MarketingDecision Custom Quote Tool Direct Sales ContactDiscovery Newsletter Opt In Add to long-term listConsideration White Paper Download Add to Drip MarketingDecision Custom Quote Tool Direct Sales ContactDiscovery Newsletter Opt In Add to long-term listConsideration White Paper Download Add to Drip MarketingDecision Custom Quote Tool Direct Sales ContactDiscovery Newsletter Opt In Add to long-term listConsideration White Paper Download Add to Drip MarketingDecision Custom Quote Tool Direct Sales ContactDiscovery Newsletter Opt In Add to long-term listConsideration White Paper Download Add to Drip MarketingDecision Custom Quote Tool Direct Sales Contact

Widget #2

Widget #1

Bob Watkins, CxO

Sally Salesperson, User

Joe Dev, Implementer

Bridget Smith, Soccer Mom

Mark Wallace, Dedicated Dad

Ed & Sylvia Platt, Grandparents

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SEO: Selecting Keywords


Company Attributes

Product / Service Attributes

Target Audience (Personas)

Topics of Interest


Exercise: Brainstorm Keywords

Please volunteer one of your companies

We will use your work so far to research

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SEO: Optimizing Content

So you have keywords…

Now what?


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SEO: Where to Put Keywords

Page Title

Meta Description

Headline (H1)

Subheads (H2, H3, H4, etc.)

Image Alt-Tags

In Body Content (1.0 – 1.5% Density)


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EXERCISE: Find Target Keywords

Let’s look at some real websites and see what they are targeting...


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SEM and Customer Lifecycle

SEM = Search Engine Marketing

Also Called PPC / Pay Per Click AdvertisingExamples: Google AdWords, Bing AdCenter

Key Objective: Lead Generation©2012-2013, Return On Now. All Rights Reserved.


SEM: How It Works

SEM = Real Time AuctionPick Keywords to Target

Bid On Keywords

Prospects Click On Your Ad

You Pay The Bid

Prospects Visit Your Site

You Need to Convert Them

It’s Not As Easy As It Looks!

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Social Media and Customer Lifecycle

Types of Social MediaSocial Networking (Facebook)

Social Bookmarking (StumbleUpon)

Blogging

Micro Blogging (Twitter)

Media Sharing (YouTube, SlideShare)

Gamification / Social Gaming

Key Objective: Demand Generation©2012-2013, Return On Now. All Rights Reserved.

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Email Marketing and Customer Lifecycle

TypesStandard Email Marketing

Marketing Automation

Still One of The Best Marketing VehiclesList-Building Remains a Top Priority

Key Objectives: Lead Nurturing, Retention


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eCommerce and Customer Lifecycle

eCommerce: A Unique Experience

Full Life Cycle

Fast Conversion to a Sale

Think About the Stages!



eCommerce: Company-Centric LC

SOURCE: http://video-commerce.org/?s=usability

http://video-commerce.org/?s=usability

http://video-commerce.org/?s=usability


eCommerce: Customer Retention Rules

SOURCE: http://hbswk.hbs.edu/archive/1590.html

http://hbswk.hbs.edu/archive/1590.html

http://hbswk.hbs.edu/archive/1590.html


eCommerce: Standard Site Structure

SOURCE: http://www.verticalleap.co.uk/blog/choosing-the-right-keywords-for-e-commerce/

http://www.verticalleap.co.uk/blog/choosing-the-right-keywords-for-e-commerce/

http://www.verticalleap.co.uk/blog/choosing-the-right-keywords-for-e-commerce/

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Customer Lifecycle

Personas


Thank you!

Questions?

Connect with me:Tommy P. Landry, President

Return On Now

http://ReturnOnNow.com

[email protected]

Twitter: @tommy_landry

http://returnonnow.com/

mailto:[email protected]

