web marketing focus group

© 2008 Overland Storage, Inc.

Gary Ware – Web Marketing Manager

Web Marketing Focus GroupWeb Marketing Focus Group

THANK YOU!THANK YOU!

The WEB SHOULD be the EPICENTER

for all MARKETING ACTIVITIES

The WEB SHOULD be the EPICENTER

for all MARKETING ACTIVITIES

WWW

““

””- Thomas Stewart, Editor- Thomas Stewart, Editor

Harvard Business ReviewHarvard Business ReviewAugust, 2006 Issue EditorialAugust, 2006 Issue Editorial

… … but companies’ but companies’ selling processes selling processes

havehave for the most part for the most part stayed the samestayed the same..

Customers’ buyingCustomers’ buyingprocesses have processes have evolvedevolved in our world of in our world of ubiquitous, instant, global ubiquitous, instant, global communicationcommunication

92% of all technical 92% of all technical buyers go online buyers go online

FIRSTFIRST to research a to research a possible purchase?possible purchase?

““””

-Forrester Research-Forrester Research

In Order to be In Order to be SUCCESSFULSUCCESSFUL you you

need to have a good need to have a good ONLINEONLINE presence presence

Relevant Content Relevant Content & Simple Website & Simple Website

UsabilityUsability

© 2008 Overland Storage, Inc.

Poll

When was When was the last time the last time you updated you updated the content the content

of your of your website?website?

Last Last Week?Week?

Last Last Month?Month?

Last Last Qtr?Qtr?

Last 6 Last 6 Months?Months?

Source: Enquiro Search Solutions, Inc.

Technical Buyer’s Top Technical Buyer’s Top InfluencesInfluences

VendorWebsites

Search Engines

TradeShows

5.5

5.1

4.6

© 2008 Overland Storage, Inc.

Tips for Good Content

• Provide relevant Information that will help users through the buying cycle

• Use bullet points to highlight useful information

• Give your users what they want in a way that they will understand it

Poor website usability can Poor website usability can drive away potential salesdrive away potential sales

Is this your website?

Is this your website?

Is this your website?

Is this your website?

© 2008 Overland Storage, Inc.

Tips for Good Usability

• The main navigation should be easy to use

• Your users should be able to find what they need in three clicks or less

• It should be obvious how to purchase your product

• Contact info should be highly visible

Landing PagesLanding Pages

© 2008 Overland Storage, Inc.

Poll

Do you use Do you use landing landing pages?pages?

Landing Pages keep users Landing Pages keep users

focusedfocused on the offer at on the offer at hand. hand.

The user needs to The user needs to know know

what to dowhat to do, and , and

what’s in it for what’s in it for themthem

Whitepapers 7.1Whitepapers 7.1

Case Studies 6.7Case Studies 6.7

Product Literature 6.4Product Literature 6.4

Analyst Reports 6.1

Analyst Reports 6.1

Types of Content Types of Content Technical Buyer’sTechnical Buyer’s

PreferPrefer

Source: MarketingSherpa

Long Form Short Form

© 2008 Overland Storage, Inc.

Tips for Successful Landing Pages

• Start with a clear call to action

• Use document downloads as fulfillment items

• Keep lead forms short and concise

Overland is Here to Overland is Here to Help!Help!

Lead Generation Lead Generation ProgramsPrograms

© 2008 Overland Storage, Inc.

Lead Generation ProgramsLead Generation Programs

Contents• Flash Banner• Landing page• Custom Tracking Code• Promotional Marketing

Copy

Assistance Assistance Maintaining Maintaining

Overland Product Overland Product InfoInfo

© 2008 Overland Storage, Inc.

Assistance Maintaining Product Info

Possible Solutions• Bundle of product

content and images• iFrames• Content Syndication

(subscription service)

Search Engine Search Engine Marketing ProgramMarketing Program

© 2008 Overland Storage, Inc.

Poll

Do you currently Do you currently use services like use services like

Google and Google and Yahoo! for Yahoo! for Sponsored Sponsored listings?listings?

© 2008 Overland Storage, Inc.

Search Engine Marketing Program

Full Service Program• Maintained by Overland’s Web Team

• Customized landing pages

• Leads will be imported into Partner Point

• Leads are prequalified by Overland’s Telesales Dept

• Cold leads are placed in Lead Nurturing Program

• Use MDF to cover fees

© 2008 Overland Storage, Inc.

Search Engine Marketing Program

Self Service Program• Overland Provides:

Program Playbook – High Converting Keywords– Optimal Bidding Strategy– Landing Page Suggestions

• Partner Provides– Monthly Keyword Report

• Use MDF to cover fees

© 2008 Overland Storage, Inc.

Recap

• Relevant Content & Simple Website Usability

• Use Landing Pages to increase conversions

• Overland is Here to help!– Lead Generation

Program– Product Info

Maintenance– S.E. Marketing

Program

FeedbackFeedback

© 2008 Overland Storage, Inc.

Gary Waregware@overlandstorage.com

Thank You!