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November 28, 2012

5 Marketing Must Haves

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  • 1. November 28, 2012

2. Presenter: Ruth P. StevensPresident, eMarketing Strategywww.ruthstevens.com Moderator: Jessica EngVP of Marketing, Allegra Networkwww.allegranetwork.comBrought to you by the brands of Allegra Network 3. Tips for this Event All lines will be muted for the presentation This presentation will be recorded This presentation will be available fordownload on www.allegranetwork.com Please enter your questions into the chat boxand we will address them during scheduledQ&A 4. Who We Are Allegra Network LLC International network of over 500 graphiccommunications companies; $300 million sales Ranked #196 in Entrepreneur MagazinesFranchise 500 Locally owned and operated with Networksupport and resourcesBrought to you by the brands of Allegra Network 5. What We Offer Strategic Marketing Planning Public Relations Copywriting Market research/Customer Research Graphic design Promotional products Prepress services Web-to-print systems Offset printing Automated referral programs Database research, selection, management Automated loyalty programs Digital printing Web design, development and optimization services Wide format printing of signs, banners anddisplays Mobile marketing solutions Mailing services Variable data programs/PURLs Media analysis, negotiation and purchasing E-mail marketing Trade show/Event analysis and supportLocal, one-stop solution for communications strategies with measurable results 6. Our agenda todayIntroduction: Marketing planning Audience identification/profiling Preparing a Value Proposition statement How to set concrete, attainable objectives5 Must-haves in todays digital marketing world1. A well-crafted website.2. SEO & SEM.3. Sales collateral.4. A prospecting program.5. Customer development communications.Wrap-up A few nice-to-haves 7. If you dont know where youre going,any road can take you there.MARKETING PLANNING 8. Defining your target customersIn business marketsIn consumer markets Industry Demographics Company size Geography Job title/function Needs Needs Interests Product usage Product usage 9. Create personas Persona: A fictional character representing a targetsegment. Aka profile. Useful in crafting relevant messaging andmotivational offers.Meet Joe. Hes owner and CEO of a growing, mid-sized stockbrokerage company. Joe is a gregarious guy, married, withtwo children. His wife works, so theres always more to getdone in the day than they can handle. Joe wears a suit to theoffice, but is actually more comfortable in casual clothes. Hedrives a roomy 4-door. In the downturn, his company tookquite a hit, so hes looking for ways to get back on track andrun the business more efficiently, using technology. 9 10. Value proposition template ElementTargetFor Customer segmentWho needCustomer problemOur offeringProduct or offeringThat provides Customer benefitUnlikePrimary competitorsOur offeringPoints of distinctionExample For consumer households who need a full range of pharmacy services, CVS provides a one-stop shop. Unlike the small local drugstore, CVS stores offer a wide range of healthcare products and services, at great prices. 11. Setting marketing objectives Examples of general business objectives 1. Build awareness of your business. 2. Find new customers. 3. Get more value from existingcustomers. 4. Grow topline revenue. 5. Grow bottom line profits. 12. Objectives checklist Generate qualified sales Achieve a topline revenueleads Achieve a bottom line Gather new prospects for profitthe database and for later Gain market sharecultivation Retain current customers, Enter a new market penetrate current accounts Build awareness Conduct market research Recruit channel partners Influence the press or Recruit new employeesfinancial community Recruit strategic partners Launch a new product12 13. Make your objectives specificExamplesGrow topline revenue 6% within the fiscalyear, on 3% increase in sales and marketingbudget.Establish 5 new accounts in six months.Generate 35 qualified leads in the quarter. 14. 5 MUST-HAVES IN TODAYS DIGITALMARKETING WORLD 15. 1. A well-crafted websiteContent checklist Keyword-rich copy, tags,white paperresearch reportSEO basics. case studyarchived webinar brochure External validation.eBooknewsletterTestimonials article reprintpodcast video or bookCase studies demo CDblog entries Plenty of rich content to TweetsInfographic executive intervieweducate prospects. 10 Tips documentYour #1 SEO tool 16. Turn your website intoa lead generation machine Motivate visitors to leave behind their contact information. 17. A new technique in B-to-B for de-anonymizing website visits Matching data from the visitors browserwith offline business data, and flagging theaccount as a prospect. IP address identifies company Company data is sourced from B-to-Bdatabases Providers: VisitorTrack, from NetFactor Demandbase Stream LEADSexplorer 18. 18 19. 2. Search engine marketing (SEM) Google AdWords is the leader. Also Bing, Yahoo, vertical engines. How to write a great SEM ad:1.Write specific ads for specific keywords.2.Include a motivational offer and call to action.3.Include a dedicated landing page.4.Test copy and keywords. Matching ad to keywordsStrong example Dyson animal vacuum. Get Dyson Animal VacuumsWeak example Bagless, upright vacuums in manyDyson Vacuumscolors. Free shipping. Order todayWe offer 3000+ vacuum cleaners.www.vacuum.com/animal_vacDeals on Dyson vacuums.www.vacuum.com/animal_vacExample thanks to Mona Eleseily, of Page Zero Media 20. Refine your local searchLocal engines Much of search queries are about local Googlesolutions Bing Yahoo! 30% of desktop search Expressupdate 60% of mobile search localeze Yelp! Optimize your website copy with local Foursquarewords. superpages.com Chicago life insurance agent or car rental in yp.com San Francisco Citysearch hotfrog Claim and optimize your local profiles Best Webon search engines and directories. Nokia Keep them updated. 21. 5 landing page best practices1. Visually connect theIn this landing page test Ion Interactive found the video lifted conversion by 300%. landing page to the ad. Landing pages specific to the outbound message improve response by 48% according to Marketo2. Deliver on the ads promise.3. Ask for only the data you need.4. Pre-populate forms where possible.5. Test! 22. 3. Sales collateralBrochures, Professional identityPoint of salematerialsmaterials 23. The emerging field of Content Marketing 24. The rising importance of video Where to use video 64%Website visitors are 64% more likely to buy a Home pageproduct after watching a video, says comScore. Your YouTube channel Email403%Real estate ads containing video generated 4x Facebookthe leads, compared to regular ads, in Australia. Twitter 59%59% of senior executives would rather watch Your blogvideo than read text, says Forbes Insight.Best video applications 65%And 65% of those who watched, clicked through. Product demo 96%Response rates to introductory consumer emails Customer testimonialincluding video were 96% higher, says Implix. Product usage Troubleshooting200%Video caused response to B2B emails to doubleor triple, says Forrester. 75%Including video in email reduced subscriber opt-outs by 75%, says Eloqua.Source: http://www.videobrewery.com/blog/18-video-marketing-statistics 25. 4. A prospecting program Prospecting via look-alike analysis. Outreach program for customer acquisitionor lead generation. 26. Segment and profile your customer base Enhance your customer list with demographicinformation. Up to 28 consumer and 16 business demographic overlays. Segment the file by key variables. Buying behavior, customer value, geography, etc. Identify profile of best customers. Find additional like-kind prospects. Refine your messaging. 27. The customer acquisition process Outbound communications. A motivational offer. Response management. For lead generation: Inquiry qualification and hand-off. Lead nurturing. 28. Top prospecting mediaConsumer marketsBusiness markets Broadcast Website registration or IP Print address identification Internet: SEO, SEM SEO, SEM Telemarketing Banner advertising Direct mail Social media Trade shows 29. Response rate benchmarksSource: The DMA 2012 Response Rate study 30. Cost per response benchmarksSource: The DMA 2012 Response Rate study 31. Top motivational offersType of incentive B-to-B B-to-CFree gifts 3.43 3.59Free information 3.64 2.78Free/reduced shipping2.20 2.60EffectivenessFree sample3.00 2.92rating on aFree trial 3.13 3.00scale of 1 to 5Sweepstakes2.83 2.67Discounts3.33 3.47Buy one, get one free2.00 2.94Frequent buyer/loyalty program 2.20 2.77 Source: The DMA Getting Creative study 32. Response managementConsumer markets Business markets Capture response code. Capture response code. Fulfill on the promise. Fulfill on the offer. Response code options Conduct qualification Unique keycode communications. URL/PURL Unique 800 number PixelResponse vehicle options Link BRE/BRC Email Fax Phone URL/PURL 33. Making the link between the outbound communication and the responseA CVS email promotion links to alanding page with barcode that canbe scanned at retail. 34. Nurture inquiries that are not ready for a salesperson 45% of all business inquiries result in a saleeventually. Dont let your competitor get thebusiness. Institute a nurturing process A series of communications to build awareness and trust, and maintain contact till the prospect is ready to see a salesperson Some nurturing tactics: Email newsletters Outbound telephone Event invitations New product announcement 34 35. Customer development communications Top media for ongoing customer development: Email Mail Telephone (in B2B) Keep the messaging valuable. Relevant Informative Not sales-y No chest-pounding 36. Keeping your customer data clean1. Train and motivate customer-facing personnel to update the data.2. Use data-cleansing software, internally or externally.3. Standardize data and train key-entry personnel . IBM versus International Business Machines4. Allow customers access to their records on your website, so they can make changes.5. Use outbound phone or email to verify. 37. The 5 marketing must-havesSUMMARY 38. The 5 marketing must haves1. A well-crafted website.2. PPC SEM.3. Sales collateral.4. A prospecting program.5. Customer development communications. 39. 2 nice-to-havesMedia relationsSocial media PR outreach tojournalists and bloggers Contributed articles 40. Thank [email protected]@RuthPStevens Visit MaximizingLeadGeneration.com for a free sample chapter. 41. For More InformationVisit www.allegranetwork.com tofind a location near you