marketing the gold

• Marketing• Branding• MCA Gold• Web• Social Media• Tracking ROI

• The way you answer the phone• The way your vans look• Every piece of printed material• Your website• Social media• Your presentations

•Who you are• Your core values•How customers see you

95% of shoppers recognize the seal85% will buy because of the seal

Green = the color of money

How to use the logo• On signage• On your website• On your social

media pages• On your letterhead• On direct mail • Ads in publications• And more…

Best practices• Powerful and engaging

graphics and content

graphics and content• First impression =

First message

First message• Clear direction and

navigation

First message• Clear direction and

navigation• Showcase your most

important content

Best practices• Useful and clear

Best practices• Useful and clear• Helps visitors get

around, increases pageviews per visit

• Make important content easy to reach

• Group similar content pages

Best practices• Needs to make sense

for the user

for the user• Increase SEO and page

rank• Don’t overwhelm users

rank• Don’t overwhelm users• Stay out of the users

Best practices• Make it useful and

interesting

interesting• Keep paragraphs short

interesting• Keep paragraphs short• Integrate bullets,

graphics and video

interesting• Keep paragraphs short• Integrate bullets,

graphics and video• Provide information

the user wants, not what you want

Best practices• Use referrals when

available

available• Keep content fresh

available• Keep content fresh• Should follow the tone

of the brand

Best practices• Users expect and

prefer images and video

• Images are universal

• Images are universal• Instantly create

emotional response

emotional response• Quality and size of

images are important

emotional response• Quality and size of

images are important• Helps break up content

Best practices• Integrate YouTube

Best practices• Integrate YouTube• People would rather

watch than read

watch than read• Users trust people, not

content blocks

content blocks• Human voice =

meaningful content

meaningful content• Can show emotion and

grab attention

meaningful content• Can show emotion and

grab attention• Helps SEO

Best practices• Visible on every page

Best practices• Visible on every page• Make it easy, provide

options

options• Very important on

mobile

mobile • Address is important

mobile • Address is important• Reply in a timely

manner

Best practices• Convert visitors into

leads/customers

leads/customers• Provide value to your

customer

customer• Start a relationship,

gather information

customer• Start a relationship,

gather information• Set up contact form

Best practices• Make it easy to find

Best practices• Make it easy to find• Don’t make it

overwhelming

Best practices• Make it easy to find• Don’t make it

overwhelming• Use the information

you receive

Best practices• Important for content

heavy sites

heavy sites• MCA has more than

450 pages

450 pages• Helps users who are in

a hurry

450 pages• Helps users that are in

a hurry• Can integrate into CMS

Best practices• Smartphone and tablet

usage is increasing

usage is increasing• Users browse with

intent on mobile

intent on mobile• Needs to work on any

device

device• Bigger buttons

device• Bigger buttons• Easy and clear

navigation

Best practices• Less cluttered

Best practices• Less cluttered• Contrast from light to

dark• Mobile website verses

responsive design

responsive design• Click to call

functionality

responsive design• Click to call

functionality• Email address option

Best practices• Important to see

performance

performance• See what topics/pages

are popular

are popular• Understand who is

visiting

visiting• Help guide

improvements

visiting• Help guide

improvements• How are people

finding your site

• Drive leads to your website

• Increase search engine optimization

• Greater visibility, top-of-mind awareness

• Position your business as a leader

Sharing expertise in the form of social media updates, blog posts, whitepapers

and infographics to drive inbound leads

Personal profile• Fill out your

summary, experience, education

Personal profile• Fill out your

summary, experience, education

• Add a professional profile picture and background

Personal profile• Connect with

colleagues, clients, people you’d like to do business with

Personal profile• Connect with

colleagues, clients, people you’d like to do business with

• Join groups that relate to your industry

Business profile• Fill out your

profile, specialties and web address

Business profile• Fill out your

profile, specialties and web address

• Add an image and square logo that represent your brand

Business profile• Post updates

regularly with industry and company news

Business profile• Post updates

regularly with industry and company news

• Use ads to target the types of people you’d like to do business with

What is blogging?

• Releasing articles on a regular basis that share industry expertise in bite-sized chunks

What is blogging?

• A way to drive traffic to other areas of your website

What is blogging?

• A way to increase inbound leads and ROI

Source: HubSpot

What blogging isn’t?• A place to post

press releases• A place to

promote your services

• A hard sales pitch

Source: HubSpot

How to create a blog• Work with your

website designer, programmer or agency

• Or create a blog using Wordpress.org

What to include• Social share icons

What to include• Social share icons• An email sign up

What to write about• Answers to

common questions your clients have

Source: HubSpot Editorial Calendar

• Industry developments

• Areas of expertise that differentiate your company

What to write about• Keep posts

between 300 to 500 words

• Include a call to action at the end

• Use a visual with each post

What is slideshare?• A platform for

easily sharing presentations, whitepapers and infographics

What is slideshare?• A platform for

easily sharing presentations, whitepapers and infographics

• Easily embed presentations on your website or blog

What is slideshare?• Easily share

presentation slides after a conference

Download and print today’s presentation at www.slideshare.net/NehlsenComm

75 percentThe number of executives who watch business-related videos once a week

50 timesThe increase in the chance of appearing on the first page of

search results when video is included on a website

75 percentThe number of executives who watch business-related videos once a week

80 percentThe increase in conversions on landing

pages when video is included

50 timesThe increase in the chance of appearing on the first page of

search results when video is included on a website

What to put on YouTube• Videos you want to

embed on your website

• A video about your company

• Videos about your company’s services

• Videos showcasing industry knowledge

What is Twitter• A mirco-blogging

platform for sharing real-time updates

What is Twitter• A mirco-blogging

platform for sharing real-time updates

• Can be used successfully for B2B marketing

Twitter terms

Tweet: A status update that is 140 characters or less

Twitter terms

Hashtag: A term that is associated with an event or topic that is preceded by #.

#SkilledTrade is an example of a hashtag

Twitter terms

@: Reply to a tweet by putting the @ sign before a Twitter handle

@NehlsenComm

Twitter terms

RT: A retweet is when someone shares another user’s tweet with their followers

Twitter terms

Direct Message: Also known as a DM. Allows you to send a private message to a Twitter user

How to use Twitter• Fill out your

profile completely

• Use a professional photo or logo

profile completely

• Use a professional photo or logo

• Add a header that represents your brand

How to use Twitter• Follow

colleagues, competitors, industry leaders, clients and trade publications

How to use Twitter

Five to one rule:Reply or retweet five times as often as you post your own content

How to use Facebook

• Visit the “Settings” tab and fill out as much information as possible

How to use Facebook

• Visit the “Settings” tab and fill out as much information as possible

• Make sure to create a custom url for your page

How to use Facebook

• Add a cover photo that represents your brand

How to use Facebook

• Add a cover photo that represents your brand

• Use a profile picture that is a square version of your logo

What is email marketing?

• Staying engaged with your core customers and leads to create and maintain top-of-mind awareness

How to get started

• Using and Excel spreadsheet, compile a list of clients, potential clients and former clients you’d like to work with again

How to get started

• Upload the list into an email provider such as MailChimp or Constant Contact

How to get started

• Create an email template with your brand images, fonts and colors

How to get started

• Start sending emails that highlight products, services, share company news and blog content

• Always include multiple links back to the website

What is a KPI?

• Short for Key Performance Indicator

What is a KPI?

• Should be a benchmark that can be measured in leads or revenue

What is a KPI?

• Should be a benchmark that can be measured in leads or revenue

• Facebook fans and website traffic are not KPIs

Track revenue from a single campaign

• Create a spreadsheet of all leads

• Track follow-ups

• Track follow-ups• Track which leads

turned into RFPs

turned into RFPs• Track which leads

turned into contracts

turned into RFPs• Track which leads

turned into contracts• Track total revenue

• The percentage of RPFs that turn into contracts is the lead-to-sale ratio

Contracts signedRFPs received

= Lead-to-sale ratio

Lead-to-sale ratio

• The percentage of RPFs that turn into contracts is the lead-to-sale ratio

• Multiply lead-to-sale ratio by the revenue from and average contract to get estimated ROI

Contracts signedRFPs received

= Lead-to-sale ratio

Lead-to-sale ratio X revenue from average contract = Estimated ROI

Lead-to-sale ratio

Increased RFPs/Contracts

• Set up conversion goals in Google Analytics

• Set up conversion goals in Google Analytics• Track assisted conversions and direct conversions

• Set up conversion goals in Google Analytics• Track assisted conversions and direct conversions• Determine which source delivered the most leads

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