online marketing in a down market

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

Email

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

[email protected]

www.crownpeak.com/inf

mailto:[email protected]


http://www.crownpeak.com/infocenter

http://www.crownpeak.com/infocenter


online marketing in a down market

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