content marketing series: internet marketing basics

Internet Marketing 101For SCORE Austin

2014 Content Marketing Workshop Series

About Tommy Landry

President, Return On NowSpecialty: Internet Marketing

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

20+ Years Marketing13 Years SEO

9 Years SEM

Lifetime of Content & Social

Where to Find Me

TwitterMe: @tommy_landryBusiness: @ReturnOnNow

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

Email: tommy@returnonnow.com

Website: http://ReturnOnNow.com

QUICK SURVEY

How to Message / Talk to Clients

Overarching Messaging

Customer Lifecycle

Personas

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?

EXERCISE: Revise Your Elevator Pitch

Step 1: Fill in the Blanks

Company Name: ______________

Products / Services: ______________

Who We Serve: ______________

Problem We Solve: ______________

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.

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

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.

Step 4: Now You Try It!

___________________________ provides

___________________________ to

___________________________ that

___________________________ .

Customer Lifecycle

Personas

The Customer Lifecycle

Awareness Familiarity Consideration Purchase

Awareness Response Evaluation Commitment

Psychological Model

“Buyer’s Journey” in web circles

Simple version:

Dated version:

Buyer’s Journey: Internal View

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

Closed Loop Model

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

Customer Lifecycle: No Longer Linear

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

Demand Gen vs. Lead Gen

Demand GenAwareness

Familiarity

Consideration

Purchase

Lead Gen

TEMPLATE: Map Marketing to Lifecycle

Tactics Awareness Familiarity Consideration Purchase On Boarding Loyalty Evangelism

Lifecycle Stages

Customer Lifecycle

Personas

DefinitionA persona is a fictional character that describes your target audience or a segment of your target audience, whichever is most practical for making rational splits in content, tone, and approach.

Personas: How To Build Them

Label Your Top 2-8 Target Audiences

Personify Each Of ThemMake Them Feel REALHit On Demographics and BehaviorUse 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

Sample Personas

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

Sample Personas

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

Sample Personas

SOURCE: 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/

EXERCISE: Basic Persona Creation

Let’s Get Creative: Make Up a Company

Brief Elevator Pitch

Brainstorm 2-3 Target Segments

Create Basic Personas

Customer Lifecycle

Personas

Content Marketing: What’s the Secret?

Cover all your bases

Talk to them on THEIR terms

SOURCE: Google Images

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 Content and Campaign Execution

Web Content and Customer Lifecycle

Overlay Personas and Lifecycle

Talk to All of Them

Build into Navigation

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

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

SEO: Optimizing Content

So you have keywords…

Now what?

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)

EXERCISE: Find Target Keywords

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

SEM and Customer Lifecycle

SEM = Search Engine Marketing

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

Key Objective: Lead Generation

SEM: How It Works

SEM = Real Time AuctionPick Keywords to TargetBid On KeywordsProspects Click On Your AdYou Pay The BidProspects Visit Your SiteYou Need to Convert Them

It’s Not As Easy As It Looks!

Social Media and Customer Lifecycle

Types of Social MediaSocial Networking (Facebook)Social Bookmarking (StumbleUpon)BloggingMicro Blogging (Twitter)Media Sharing (YouTube, SlideShare)Gamification / Social GamingContent Curation Sites (Scoop.it)

Key Objective: Demand Generation

Email Marketing and Customer Lifecycle

TypesStandard Email MarketingMarketing Automation

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

Key Objectives: Lead Nurturing, Retention

eCommerce and Customer Lifecycle

eCommerce: A Unique Experience

Full Life Cycle

Fast Conversion to a Sale

Think About the Stages!

eCommerce: Standard Site Structure

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

Customer Lifecycle

Personas

Thank you!

Questions?

Connect with me:Tommy P. Landry, President

Return On Now

http://ReturnOnNow.com

tommy@returnonnow.com

Twitter: @tommy_landry

eCommerce: Company-Centric LC

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

eCommerce: Customer Retention Rules

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

content marketing series: internet marketing basics

internet marketing

message talk

custom online

target audience

rights reserved

office solutions

key objective

high prices

Internet

learn basics of digital marketing vol 2 internet...

internet web basics

computer & internet basics - discus · internet basics 3:...

the bacon system - session one - internet marketing basics

network basics & internet

internet marketing basics for your home business...internet...

internet programming. internet technology networking basics...

internet services internet service basics

macro branding-basics-of-internet-marketing

the internet basics

internet business basics

web design & internet marketing basics - brody dorland,...

internet basics powerpoint

internet marketing basics, principles and fundamentals

internet security basics

"twitter basics" - brent williams (multifamily insiders)-...

the internet is not enough: marketing basics you may be...

basics of internet

internet marketing basics | e-commerce

basics of content/internet marketing