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8/14/2019 Online Marketing in a Down Market
http://slidepdf.com/reader/full/online-marketing-in-a-down-market 1/17
8/14/2019 Online Marketing in a Down Market
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Today’s Agenda
The State Of Online Marketing
90 Days To Fix Our Online Marketing Funnel
Measure Twice – Cut Once
Content Is King
Tactics – Best Practices
Getting Permission To Fail
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The State of Online Marketing….
Our bosses have just learned about Web 2.0 in an airline magazine.
Do more with less is still the operative word of the day
Marketing technology still difficult to understand, and hard to deploy
Proving ROI is creeping further up the decision chain
And now…. The economy just turned on us…Or did it?
BtoB Magazine Just announced study results:
60% of us haven’t revised our original 2008 budgets based on the economy
Of us who revised it down - we’re taking the least amount from online
Of us who revised it up - we’re increasing the most in online
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Is That Right?
People are turning more to online research for their purchases
Forester Study - Strategies Of Interactive Marketing in a Recession”
Harvard Business Study – Research The Customer
But how do we know where to put our money?
How does this apply to our online efforts?
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So…. What’s the challenge…
Well… do we have a price issue? Or a risk sensitivity issue?
We need to know the relationship of our customers and what we’re saying
Price sensitivity in a down market? Or, do they just need to feel moreinformed about what they’re buying to mitigate risk.
Experience selling?
What tactics match up with this?
Do we have the machine tuned well enough to know? Do we have
the capabilities to do anything about it if we found out the answer?
Can We Measure it? Should we measure it?
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Online Marketing Only Gets You Visitors
“Search Only Gets You Visitors” – Call To Action
What’s a good conversion rate? What’s a good opportunity conversion rate?
How much Traffic do we need to feed the sales team?
How much traffic or conversions do we need to meet our goals?
Investing in the ability to know your customers is the key
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Prioritize – The Web Site Is Your Home
Web
site
PPC/PPA
SEO
Banner Ads
Webinars
Affiliate sites
SocialNetworks
Blogs
Viral
VideoChannels
ContentSyndication
PR
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Plans Are Useless…Planning? Priceless.
90 Days To Build Our Funnel - The Marketing Engine Days 1-30 - Measure Twice Cut Once
Days 30-60 - Content Is King – Long Live The King
Days 60-90 - Get Permission To Fail
Plan and then execute that plan. Time frame will largely fall on where you are in the process
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Measure Twice. Cut Once.
Stop looking at the security camera at your customers Who cares that 5,000 people hit our web site - what did Bob do?
How do we better serve Bob so that he converts into a Sale
How do we start to understand what Bob’s relationship is with
the site
Look beyond web analytics and into leadmanagement and data management solutions.
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Measure Twice Cut Once
Measure by asking…. Not always explicit Searching on your site? What are they searching for?
Searching before they get to your site? What did they find?
Content Ratings… Explicit ratings but also comments
and blog postings
Make sure that this content isn’t lost in the email
shuffle.
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Raw Leads
Suspects
Customers
ProposalsQual.Deals
EventsWebinars
CampaignsEmail
SEMSEO
DirectInbound
ColdCall MeasurementCost Per Lead Per Tactic
Conversion % Per Tactic
How much web site traff Conversion % to raw
lead?Who is converting?Which piece of content
converts best?Which tactic vs. which
content?Conversion % intosuspectCost per suspect?
Which leads turn intosuspects?
How do we continue tonurture them?Conversion % into
Proposal/Qual.Cost per Qual. DealHow are we messaging?How do we continue to
nurture them?
Conversion % intoCustomer
Cost Per Customer
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Customers
EventsWebinars
CampaignsEmail
SEMSEO
DirectInbound
ColdCall TechnologyBid Management
Email CampaignManagement
Web Content Management
Lead Management
Web SiteLanding Pages
White Papers Downloads, Product Info, TestimonialsCase Studies, Data Sheets etc…
Free Trial or DownloadsDemo Request “sign me up”
“More Info”Have Someone Call
ProposalsVisit
Phone CallQuote
Web Content ManagementSocial Media / Community
SalesSalesforce.com
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Content Is King - Long Live The King
Feed the monster - Google is the monster Add 10 pages a week and you’re at 500 pages by y/e
Quality content – not junk
Long tail
Look outward - syndicate your content
Manage the content effectively….
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Online Advertising (SEM and Ads)
No more campaigns to the home page
Start at “best” practices in landing page design – don’t end there
Landing pages should pay off ad copy
Help your offline strategy efforts
But…. I don’t want to put a long URL in my print ads…
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Go Micro for Macro results
Launch mini sites - content specific sites -campaign specific sites… Don’t be limited Remember the Web is Nodes on a network, not sites
Stop thinking about a hierarchical structure… Think of your marketing engine TRULY like a
web…
Measure where and how your traffic isdeveloping
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Get permission to fail….
You have to experiment - and because you have this new
measurement rich environment - you’ll know exactly what is and isn’t
working….
But you will fail - and experiments won’t pan out… You have to have
the permission to have things go completely badly…
The key is many, small experiments - and then be ruthless … Kill
what’s not working, fund what is…
That also applies to content… because now you’re measuring… If
the CEO’s Blog isn’t getting results… Kill it. Alright maybe not his
blog…
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Thank you….
Resources: Marketing Your Way Through a Recession
Author: John Quelchhttp://hbswk.hbs.edu/item/5878.html
Strategies For Interactive Marketing In A Recessionby Josh Bernoff http://www.forrester.com/Research/Document/Excerpt/0,7211,45128,00.html
Call To ActionSecret Formulas To Improve Online ResultsBryan Eisenberg & Jeffrey Eisenberg
CrownPeak
www.crownpeak.com/inf