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.