5W/25 Partner Training Partners Webcast Series

“Focused on Growing your Business”

www.mssmallbiz.com/training

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Building YourOnline Marketing EngineAdvanced Strategies

Derek BrownManaging DirectorPronto Marketing

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Quick Introduction

Founder - Pronto MarketingFocus on IT services marketing

125+ clients; US, CA, UK, HK, AU

Team of 11 FTE + ~10 Freelancers

12+ Years at MicrosoftBMO Director Microsoft Thailand

Director Product Management SBS

Director WW Marketing Mobile Devices

Also tech start-ups, TechData and more…

Adjunct Professor Digital Marketing Strategies

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Website Fundamentals

Search-Getting to

the Top

The Monthly

Newsletter

Blogging & Social Networking

Lead Generation

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Website Fundamentals

Search-Getting to

the Top

The Monthly

Newsletter

Blogging & Social Networking

Lead Generation

Website

Optimization

SearchStrategies

ContentDevelopment

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Step 1

Your prospect is a click away from goodbye

7Engaging professional services firms. © The Economist Intelligence Unit Limited 2008

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Unless the first impression is favorable, visitors will be out of your site before they even know that you might be offering more than your competitors,”

Gitte Lindgaard

Carleton University

Ottawa, Canada

“

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Page Architecture for SEO & Conversion

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Clear Call to Actions

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Strive for a clarity of message.

What is this site about?

What can I accomplish?

What are theCall to Actions?

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Pronto Marketing’s website with ClickTale analytics.

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Mouse MoveSimilar to eye-tracking

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Mouse Click

What we do 21.9%

Next Steps 2.6%

Banner 12.6%

Examples 17.2%

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Scrolling

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Mouse MoveSimilar to eye-tracking

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Next Steps

14.6% click on Sign-Up Now

0% More Info

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Room to Improve

Build on “What We Do”

Move the Example sites up to a hot area

Blog is balanced at 11% between menu and highlights – keep it.

Work on better visibility for the testimonial – perhaps build into the banner.

Close the sale on Next Steps

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Step 2

24Engaging professional services firms. © The Economist Intelligence Unit Limited 2008

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2 Objectives: “Pack” & Organic

Learn More: http://support.prontomarketing.com/forums/89170/entries/79219

10 Pack!

Organic

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Beyond the 10 Pack BasicsAddresses in sync – all sources

Physical Address – no PO Boxes

Local Phone number – not 800

hCard microformat

Industry and Local keywords in both title and description. Don’t stuff!

Business Details – have complete information

Listings in Local, Vertical Directories create citations

Digital Media in the listing – the more the merrier

Geo-tag photo – see http://picasa.google.com

Create KML & KMZ files in Google Earth

Reviews – manage and get good ones

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Page Relevanceversus

Page Rank

28 Learn More: http://support.prontomarketing.com/forums/89170/entries/79720

Relevance: Keyword StrategiesUSA monthly searches:300,000 “IT Support”

30,000 “Technology Service”

Consider1. Competitive landscape

2. Distance

3. Population Density

4. Local nomenclature

5. Long –tail industry keywords

Don’t chase after keywords you can’t win,win the keywords you chase after.

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Rank Tips: Two Options

Option #1 Pay a lot of money

Option #2 Do a lot of workReviews, Blogs, Clients, Organizations, PR

Quality Matters– the Page Rank of the referring site

Inbound links you manage use local and industry keywords not your company name

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Step 3

Relationships, Engagement, SEO

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• Strong preference forE-mail & Newsletters

• Overall, online and digital content is the preferred media for communication

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Learn what youraudience likes

Interesting…

Insightful & Actionable

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"Mommy, Where Does Content Come From?" 11 Easy Ways to Create Great Stuff1. Think small.

2. Think really small.

3. Bundle.

4. Record presentations or speeches.

5. Post presentations on SlideShare.

6. Chat with customers.

7. Interview luminaries.

8. Share real-time photos. C

9. Ask customer service.

10. Go behind-the-scenes.

11. Bust silos.

Thank you! Ann Handley, Chief Content Officer, MarketingProfshttp://www.openforum.com/idea-hub/topics/marketing/article/mommy-where-does-content-come-from-11-easy-ways-to-create-great-stuff-ann-handley

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Pronto MarketingGetting online marketing in gear for Microsoft Partners

Derek Brown

derek@prontomarketing.com

1-800-476-1828

www.prontomarketing.com

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© 2008 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS,

IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.