magnews - lead generation and nurturing - alma graduate school

Lead Generation and Nurturing

Richard Mayer MA DipM MCIM

http://www.magnews.it/

About me

An independent marketing trainer and educator

Specialist in marketing strategy, planning and

implementation

A strong believer in continuous professional development

A preference for being „hands on‟ and encouraging

learning from experience so that it can make a difference

to performance

Lead Generation & Nurturing 24. May 2012 2


Importance of market and customer insight,

Customer suspect and prospect list generation.

The marketing funnel (RACE)

Setting online goals and reducing bounce rates

Measuring ROI

Session 1



Importance of market and

customer insight



Understand customer journeys and influencers



Data mining

Website analytics

Behavioural clustering

Connecting with

communities

Customer feedback

Sources of customer insight

Specific insights can be used to inform

marketing tactics directed at groups of

customers with shared characteristics

Knowledge about customers needs,

characteristics, preferences and

behaviour based on analysis of

qualitative and quantitative data

Real-time campaign analysis can

be mixed with demographic and

behavioural information to generate

important customer insights.



Twitter users are twice as likely to review or rate products

online (24% vs. 12%), visit company profiles (20% vs.

11%) and click on advertisements or sponsors (20%

vs.9%) as those who only belong to traditional social

networking websites like Facebook and MySpace. The

data suggests that Twitter users uniquely demonstrate

higher engagement with brands, not just with “tweets”

they post.

Source Interpret LLC http://interpretllc.com/

Social media marketing – Twitter



http://interpretllc.com/

PLAN



Customer suspect and prospect

list generation



Prospect initiated

Networking and events

Data brokers

Social networks

Market / media

monitoring

Data mining

Downloads

Promotions and

incentives

Potential list sources

List sources:

B2C www.MyOffers.co.uk,

B2B – Trade publications, conference organisers:

www.mardev.com, www.vnu.com

http://www.experian.com/small-business/mailing-lists.jsp?intcmp=sbmp-myb-lowbox-ml&c-source=sbmplink



http://www.myoffers.co.uk/

http://www.mardev.com/

http://www.vnu.com/















The marketing funnel

(RACE)



Plan

Reach

Act

Convert

Engage



Website

performance

objectives

Website

design

objectives

Digital

campaign

objectives

5S

framework

Benchmarking

measures

REAN / RACE

framework

Setting digital marketing objectives

Sell

Speak

Serve

Save

Sizzle

Reach

Engage

Activate

Nurture

Reach

Act

Convert

Engage



A customer acquisition strategy defines the best mix of

media and engagement tools (lead generation and product

offers) to gain new customers through targeting them and

reaching them through online and offline customer journeys.

Customer acquisition strategy



Of all the money spent on traffic generation only 2 to 3%

would lead to effective conversion Zenith Optimedia 2010

Conversion

The Holy Grail

Measure and improve

• A/B tests

• Multivariate testing

• Usability improvements

• Content customisation

• Interaction channels

Rebalance

Generating

traffic

Generating

traffic

Conversion Conversion

http://www.smashingmagazine.com/2010/06/24/the-ultimate-guide-to-a-b-testing/

















Case study Euroffice

SEO and brand intro

OVP

OVP

Encourage search

dominant visitors

Encourage browse

dominant visitors

“Reasons to

return”

Social

proof



Euroffice social presence



Euroffice email examples



Case study - Ultralase

Prominent Unique phone

number for tracking

Incentivised lead generation

form

Conversion goals + OVP

Answer customers’

concerns

SEO relevance headings 0

Key brand

messages

1 Generate sale or lead (on & offline) – Visit conversion rate

– Lead – E-mail address

– Call back

2 Engage audience – Reduce bounce rate

– Increase value events

– Increase return rate

3 Answer the visitors’ questions: – Entry or subsequent page

– New to company

– Customer or prospect

– Targeted segments

4 Showcase range of products (cross-sell)

5 Reinforce key brand messages (99% won’t convert in single session)

6 Attract visitors = SEO

Calls to action



Setting online goals and reducing

bounce rates



• Use REAN framework

to define goals you can

track in Web Analytics

http://www.youtube.com/watch?v=Hdsb_uH2yPU



http://www.youtube.com/watch?v=Hdsb_uH2yPU

Setting up conversion goals in GA

Remember to ►Setup multiple conversion goals ►Attach notional value to each ►Can then assess £Index value and Goal Value per visit by referrer and content

► Ecommerce sites have specific product value attached so generally best not to add value to non-sales goal

Consider additional goals – social bookmarking, commenting, catalogue requests, etc

See Ran Nir: http://www.webanalyticsworld.net/2009/03/10-must-track-google-analytics-

goals.html

See also http://www.viget.com/engage/how-to-track-internal-links-in-google-analytics/

http://www.conversioncounts.com/reports/



http://www.webanalyticsworld.net/2009/03/10-must-track-google-analytics-goals.html











http://www.viget.com/engage/how-to-track-internal-links-in-google-analytics/















http://www.conversioncounts.com/reports/

New – 20 goals in GA so group them!



Goal setting / reporting for digital comms

Volume measures (NOT “HITS” = How idiots track success)

Unique visitors = Individual users

Page views = engagement

Cost measures

CPM – Cost per Thousand Impressions = £30CPM

CPC – Cost Per Click e.g. £10 CPC Ultralase

CPA – Cost Per Acquisition e.g. £ 50 CPA

Response measures

CTR – Clickthrough rate e.g. 0.1% ( in 1000 click)

CTA – Call-to-action



Email response statistics



http://www.marketing-online.co.uk/w/images/b/bc/Email_Response_Statistics.png

What is your bounce rate?

“Percentage of visitors who enter the site and

who then immediately exit”

Should benchmark for different:

• 1. Digital channels (Search, ads, direct, email)

• 2. Different sites, placements or search terms

• 3. Creative

• 4. Different landing pages

20% = Great

40% = OK

60% = Spam

Practical Tip:

Use web analytics to check

bounce rates for your content



Measuring ROI



Digital acquisition measures summary



Digital measures



Creating funnel budget models for online marketing

See http://www.davechaffey.com/Spreadsheets/

http://www.marketing-online.co.uk/wiki/Category:Digital_Marketing_Response_Statistics

http://www.smartinsights.com/marketplace-analysis/customer-analysis/digital-marketing-statistics-sources/



http://www.davechaffey.com/Spreadsheets/















Example measurement framework



Selecting the right digital channels goals and

tracking metrics – “the critical few”

Write down up to 4 measures of digital marketing

performance which answer question: “How is/should digital

marketing activity contribute value to our business?”

Reach:

Engage:

Activate:

Nurture:

Activity



Selecting the right digital channels goals and

tracking metrics – “the critical few”

Write down up to 4 measures of digital marketing performance which

answer question: “How is/should digital marketing activity contribute

value to our business?”

Reach: Performance, referrers = Search, Social, CPA, CPC, CPT

Effectiveness – new vs returning visiting

Engage: Time-on-site, PPV, Bounce rate – segmented

Activate: Activate FB group joiners, newsletter signups, RSS signup, Enquiry conversion

rate – source to conversion (referrers), click streams, lifecycle

Nurture: Email CTR, Blogs/feeds, Website returners, course take-up, renewal business,

community - offsite



Session 2

The digital marketing mix

Search engine marketing = SEO + PPC

Website + social presence

Growing your digital footprint



The digital marketing

mix



Digital marketing tools

The 6 tools = digital media channels:

• 1 SEM = SEO + PPC

• 2 Social media marketing (inc blogs / forums)

• 3 Partnerships = affiliate marketing

• 4 Display advertising = banners

• 5 Email marketing : Mainly retention = customer

communications

• 6 Viral or Word of mouth



Ultralase

One of the UK‟s leading nationwide laser eye surgery clinics treating over

100,000 UK patients. One of the biggest advertisers on the UK Internet

Intense competition

-Low brand awareness

-Long sales cycle

-Uninformed customers

Now (c 10 million visits p.a.):

-Dominant online brand

-High brand awareness

-Shorter sales cycle

-Demanding customers

Online mix

• Affiliate marketing,

• SEO

• Display advertising

• Database building

• Email / ECRM

Offline mix

• TV

• Press

• Direct Mail

• PR

• Brochures

• DVD’s



Website



Paid listings - Pay Per Click (PPC)

Natural or organic listings - Search engine optimisation (SEO)

Search engine marketing



Social media



Partner marketing – independent review site



Display (banner) advertising



Email marketing


Triggered email following landing page signup


Affiliate marketing

What is it?

„A commission based (CPA) arrangement where referring sites

(publishers) receive a commission on sales or leads by merchants (e-

retailers)‟.

Affiliate networks: www.cj.com, www.tradedoubler.com,

www.dgm-uk.com, www.affilliatewindow.com, www.buy.at



http://www.cj.com/

http://www.tradedoubler.com/

http://www.dgm-uk.com/



http://www.affilliatewindow.com/

http://www.buy.at/

http://www.buy.at/

Example ad campaign

iVillage: the Travel Channel

Objectives: Inform about carbon offsetting, sign-up for neutralising car omissions Sample sites: AOL, Channel 4 Science, Guardian



Microsite/editorial

Guardian: behaviourally targeted Guardian: advertorial



Integrated media campaign leveraging search

behaviour



Example skyscrapers


Online advertising


Traffic building techniques

Technique + -

SEO

PPC

Online PR

Affiliates / Partners

E-mail marketing

Online advertising &

sponsorship


evaluating relevance


Search engine marketing

= SEO + PPC



Search Engine Optimization: improving the visibility of a website

or a page in search engines via „natural‟ or „organic,‟ search results.

Pay Per Click: Creating a listing where you bid for a search term

but only pay when someone clicks on your ad.

What is SEO and pay per click (PPC)



Visits to www.derby.ac.uk in the last month

Importance of search



http://www.derby.ac.uk/

Continuous investment in digital media

“I believe there’s volume to be made from search

and its only

right that a direct bank like us

features in the top listings through search.”

“A big part of my team’s job is to continually monitor

traffic to and

from our sites. We work to maintain the banks

profile. Some of our competitors don’t always have a

full

presence, settling instead for bursts of activity.

That’s certainly not our strategy.”

Graeme Findlay, Customer Acquisition Manager,

Alliance & Leicester



Organic search v‟s pay per click



With SEO you‟re optimising your site for the search engines

What search terms do your visitors use to find your site?

What search terms would you like be found under?

Use Google Insights to research search terms.

http://www.youtube.com/watch?v=4lq98ulKNgg&feature=relmfu

http://www.youtube.com/watch?v=EXqWWC6v1is&feature=related

Use Google Analytics (if you have it installed) to see what search

terms people used to find your site.

If you don‟t have analytics try ww.alexa.com/siteinfo

Search Engine Optimisation



http://www.youtube.com/watch?v=4lq98ulKNgg&feature=relmfu

http://www.youtube.com/watch?v=EXqWWC6v1is&feature=related

http://www.alexa.com/siteinfo

http://www.alexa.com/siteinfo

Search for international spa management then try spa management

Forensic science

Marketing degrees

• If your search term is unique it should (hopefully) appear high in the

search results.

How unique is the search term

http://www.seobook.com/google-insights-search

http://www.google.com/insights/search/?hl=en-US#








http://www.google.com/insights/search/?hl=en-US



www.seomoz.org/blog/whiteboard-friday-the-seo-fundamentals-pyramid

SEO pyramid



http://www.seomoz.org/blog/whiteboard-friday-the-seo-fundamentals-pyramid











What search engines look for:

• Does the title contain search terms?

• Does the URL contain the search term

• Does the H1 (the main heading use the search term)

• Are they on the page?

• Do appropriate sites link to it?

• Page description

Optimising website /page



• Links from reputable and appropriate sites count more than masses of links from anonymous „link farms‟

• Create content worth linking to / sharing.

• Use Majestic SEO or Blekko to see how many sites link to yours.

www.seomoz.org/blog/using-blekkos-seo-data-to-evaluate-web-directories-14678

Links to the site

www.majesticseo.com/



http://www.seomoz.org/blog/using-blekkos-seo-data-to-evaluate-web-directories-14678

















http://www.majesticseo.com/

Frequent, fresh, feeds are fabulous!

http://news.cheapflights.co.uk/flights/



http://news.cheapflights.co.uk/flights

Really Simple Syndication

What is it? A news feed or content feed Subscribers receive content as soon as published RSS is an XML-based summary of a web page containing title, description and content for exchange between sites Syndication of RSS to third-party sites like Google News or

Feedburner powerful for reach and backlinks


Rich Site Summary


Brief introductory video www.youtube.com/watch?v=tx2L6EGa9DY

If it‟s a highly competitive phrase or it‟s a new site page, you may

want to use a PPC ad to get traffic to your site.

Google‟s Keywords tool allows you to see how much a search term

will cost, how often it appears and suggests alternative search

terms https://adwords.google.com/select/KeywordToolExternal

Introduction to pay per click



http://www.youtube.com/watch?v=tx2L6EGa9DY

https://adwords.google.com/select/KeywordToolExternal

65

Ultralase Google Adwords ads



• You can set a budget for each search term and for a day ie only pay for the search term if it costs less than £1, spend no more than £15 a day.

• Display different ads to different areas ie East Midlands, the rest of the UK

• See how many views an ad gets and how many clicks

• See how well a search terms works in PPC before using in „organic‟ search

Advantages of pay per click



Google allows you to target ads by geography, language, age,

gender, education and income (USA only for the last two)

Can you target PPC ads at certain groups?



Take a look at Facebook Ads

www.facebook.com/advertising

Or if you‟re targeting professionals Linkedin

www.linkedin.com/ads/start

If you want to target ads at a select demographic



http://www.facebook.com/advertising

http://www.linkedin.com/ads/start

http://www.linkedin.com/ads/start

Forensic science pay per click results



Traffic from „forensic science‟ PPC campaign



• Don‟t just measure clicks or visits to your site

• Look at how many people achieved a goal: used your contact us

form, booked on an open day, ordered a prospectus, downloaded a

guide

Have definite goals



Effective paid search is based on drivers of Quality

Score

CTR = Click through rate

Ad text relevance = Match of headline and description to search term

Keyword relevance = Match of triggering keyword to search term

Read more:

https://adwords.google.com/support/bin/answer.py?answer=10215&ctx=sibling

http://www.optimizeandprophesize.com/jonathan_mendezs_blog/2006/11/what_googles_qu.html



https://adwords.google.com/support/bin/answer.py?answer=10215&ctx=sibling

http://www.optimizeandprophesize.com/jonathan_mendezs_blog/2006/11/what_googles_qu.html

Ad Text Relevance

A good match between search

term and ad text

Clickthrough rate

A good match between search

term and Ad Headline

Clickthrough rate

Inclusion of brand name can

improve CTR and increase

awareness

Clickthrough rate

Value proposition – inclusion

of competitive price and free

pack increases CTR

www.optimax.co.uk/Default.aspx?page=0&adcode=googleppc&OrgAdCode=googleppc&WT.srch=1

Adtext relevance

Triggering search term in

account matches

search term

Quality score



• Search for „seo for non-dicks‟ note the number of people sharing the

article

http://mattgemmell.com/2011/09/20/seo-for-non-dicks/

• Experiment using Twitter to promote pages:

www.seomoz.org/blog/do-tweets-still-effect-rankings

Using social media to generate traffic










http://www.seomoz.org/blog/do-tweets-still-effect-rankings









• And for them then to do something on your site contact you, order a

product etc.

• It‟s no use having the top result in Google if no one clicks or if they

leave page after five seconds.

Remember your goal is to get people to your site



Users current worries are about privacy and spam. Two new search

engines which don‟t track users are:

www.duckduckgo.com

www.blekko.com

The SEO methods we‟ve used above will still work in these.

New search enquiries



http://www.duckduckgo.com/

http://www.blekko.com/

Organic search Pay per Click

Advantages •More trusted than Ads

•No cost (apart from time)

•Part of content creation and improving content

•Quick turnaround your ad can be on Google in a couple of hours

•You can set a fixed budget

•Turn ads/campaigns off if they’re not working

•Can target different ads to different geographical areas

•About ¼ - ⅓ click on them

•Can use them as advertising ie just to get your name in front of people

Disadvantages •If you’re in a crowded market it can take time to build ranking

•Can take time to build authority

•Costs money

•People distrust ads

•Time to monitor tweak listings etc

Organic search vs pay per click



SEO

How popular is a search term www.google.com/insights

Create a test snippet www.seomofo.com/snippet-optimizer.html

Majestic SEO www.majesticseo.com/

Blekko search engine www.blekko.com

PPC

Find keywords related to your site, how popular they are currently and how much they cost https://adwords.google.com/o/Targeting/Explorer (but you can use some of this information for general search)

General links

www.seomoz.org

„Periodic table‟ of SEO terms http://searchengineland.com/seotable

Links and references



http://www.google.com/insights

http://www.seomofo.com/snippet-optimizer.html





https://adwords.google.com/o/Targeting/Explorer

http://www.seomoz.org/

http://searchengineland.com/seotable/

• Create a need a blekko account (free).

• Once you‟re logged in type a URL into the search box, hit the

spacebar, and add /seo (what they call a “slashtag”) at the end of

your search string.



SEO

How popular is a search term www.google.com/insights

Create a test snippet www.seomofo.com/snippet-optimizer.html

Majestic SEO www.majesticseo.com/

Blekko search engine www.blekko.com

PPC

Find keywords related to your site, how popular they are currently and how much they cost https://adwords.google.com/o/Targeting/Explorer (but you can use some of this information for general search)

General links

www.seomoz.org

„Periodic table‟ of SEO terms http://searchengineland.com/seotable

Links and References



http://www.google.com/insights






https://adwords.google.com/o/Targeting/Explorer

http://www.seomoz.org/

http://searchengineland.com/seotable/

Website + social presence



Buyers

Eyeballs

Awareness Consideration Preference Action Loyalty

Contributors

Peer

reviews

Recommendations

from friends User-generated

content

Competitive

alternatives

Marketing Funnel x Social Media = Crowd Power

Social media marketing funnel



What social media is

Forums and message boards

Review and opinion sites

Social networks

Blogging

Micro blogging

Bookmarking

Media sharing



http://www.mckinsey.com/Features/Social_Media

Social media and customer decision journey



http://www.mckinsey.com/Features/Social_Media

The Best Job in the World

• Global campaign promoting a dream job as caretaker

on an Australian island

• 400,000 web visitors in 30 hours achieving the target

for the year

• 1 million hits on the second day

• 34,684 applications from 200 countries

• 336,000 Facebook-referred Web site visits

• 3,170 @Queensland followers on Twitter

• 1,100 TV placements in two days in the U.S. alone

• 423,000 votes for favourite candidates

• Estimated £49m worth of exposure (AEV)

Consumer brands that nail it



http://www.islandreefjob.com/

BlendTec „Will it blend?‟

Domestic and commercial use blenders

Set up a YouTube channel and proceeded to blend

anything incl. iPhones

YouTube channel stats:

• 109 videos

• 151m views

• 359,000 subscribers

61,000 fans on Facebook

5,600 followers on Twitter

Reported fivefold increase in sales as a result of

long term campaign and exposure




http://www.willitblend.com/

Old Spice

71 year old fragrance company targeting men

Viral video approach utilising YouTube base with

Facebook page, Twitter and a blog

YouTube channel stats:

• 205 videos

• 192m views

• 237,000 subscribers

1.2m fans on Facebook

122,000 followers on Twitter

More viral video views inside 24 hours than Barack

Obama‟s victory speech!




http://www.youtube.com/user/OldSpice

http://takemetoyourleader.com/2010/07/15/the-old-spice-social-media-campaign-stats/

Growing your digital

footprint



Grow your digital footprint



Creator

Critics Your Brand

Spectators

Social Media Marketing – You want to achieve this …



Netmums



Social Media

• Campaign: To celebrate 10 years in business Moonfruit launched a one off

7 day Social Media campaign to give away 10 MacBook laptops for the most

creative Tweets which included the hash tag #Moonfruit

• Network: The campaign crossed over to Flickr and YouTube with thousands

of pictures and Videos being created and all interlinking and cross promoting

the campaign

• PR Success: Became top trending topic on Twitter. Mass amount worldwide

media coverage off and online.

• Increased following: Twitter followers increased from 2,000 to 23,000



Segmentation, targeting and the online

value proposition

Lead nurturing

Strategy campaign planning and

multichannel integration

Online customer experience and branding

Session 3



Segmentation, targeting and

the online value proposition



• Who are my right customers?

• Why do they make the choices that they do?

• What opportunities are worth chasing?

• What features will provide the most value?

• What is the best time-to-market?

• Which customers are most important?

Customer analytics

The Web is all about choices and analytics is all about

understanding the choices by analysing behaviour

patterns:

While it‟s difficult to make ALL the right choices, one

has to make most of them right for the campaign, site,

or product to succeed.



1. Customer profile characteristics (demographics)

The classic traditional marketing approach.

2. Customer value current and future.

Targeting the most valuable and most growable segments in a

matrix of current against future are the most common approaches

3. Customer lifecycle groups.

Since our knowledge of online marketing is so strong there

are great opportunities for targeting through behavioural email marketing

and website personalisation.

4. Customer behaviour in response and purchase (observed and predicted).

This is often known as RFM or FRAC analysis.

5. Customer multi-channel behaviour (channel preference).

Grouping customers according to channel preference.

6. Customer personas including psychographics.

A common approach for making websites more customer centric.

Options for targeting



http://www.smartinsights.com/email-marketing/email-remarketing-why-arent-more-people-using-it/



http://www.smartinsights.com/conversion-optimisation/product-page-optimisation/web-personalization-software/

http://www.smartinsights.com/conversion-optimisation/product-page-optimisation/web-personalization-software/

Targeting options

These are the six targeting options.

1. Customer profile characteristics (demographics).

2. Customer value – current and future.

3. Customer lifecycle groups.

4. Customer behaviour in response and purchase

(observed and predicted).

5. Customer multi-channel behaviour (channel

preference).

6. Customer personas including psychographics



eBay UK - layering the segmentation



Customer profile characteristics (demographics)



Forrester Research on “site design personas”

Examples:

• Ford uses 3 buyer personas at Ford.com

Primary persona „Marie‟ – just beginning car shopping process, hasn‟t settled on brand, doesn‟t know about cars, needs Help!

• Staples.com has 7 Personas for shoppers

• Microsoft had 7 for Windows XP

Segment on key characteristics/behaviours

• “Seeks high quality”, “Seeks low cost”

• “Starting evaluation”, “Final decision”

• Occasional visitor, frequent visitor

How well do you segment your online audiences?

http://carsonified.com/blog/design/how-to-understand-your-users-with-personas/
















Developing your OVP

1 Who you are?

2 What you do?

3 Where you do it?

4 What makes you different?

5 How can your digital presence help people decide?

The OVP

What can your provide to help / inform / entertain me online?

Reinforces core brand proposition and credibility

Different OVPs for different markets and audiences

Value that a site visitor gets from your online brand or campaign that… •They can’t get from you offline?

•They can’t get from competitors?

•Develop content strategy to deliver OVPs

•Communicate message forcefully – online and offline

http://www.smartinsights.com/blog/web-design/online-value-proposition-examples/












Define your OVP PLAN



Lead nurturing



95 percent of qualified prospects on your web

site are there to research and are not yet ready

to talk with a sales rep, but as many as 70

percent of them will eventually buy a product

from you or your competitors.

Lead Nurturing

Cultivating leads that are not yet ready to buy.

Nurturing is the “safety” net for every stage of the

buying cycle, helping ensure that no revenue

opportunity is missed.



What lead nurturing isn‟t – Pitfalls to avoid

Lead nurturing is about building relationships and trust with

your prospects in a way that is both consistent and relevant.

Lead nurturing is not:

• Sending out an e-newsletter on a semi-regular basis

• Randomly calling leads every six weeks to see if they are

ready to buy

• Blasting your entire database with a new case study

• Offering content that promotes your company‟s products

and services and does not take into account your prospects‟

interests or needs at their stage of buying



Determine prospect readiness

Establish permission for nurturing

Determine prospect preferences

Create stay in touch campaigns

Automate the delivery of content

Lead nurturing



Right touching

Analysis and understanding of the multiple touch points that a brand has with

its prospects and customers on its own sites, partner sites and digital media

Search marketing – follow up with a paid search ad

Behavioural re-targeting – When the target accesses content or visits your

site display a sequence of follow up ads

Cost effectiveness of media - Understand sequence and combination of different

digital media channels using web analytics

E mail welcome strategy – sequence of email and web recommendations

Reducing online attrition – win back or reminder emails

Follow up on interest – automated follow up

The right offer – vary the offer according to the audience targeted



Strategy campaign planning

and multichannel integration



http://blogs.forrester.com/marketing/2009/05/interactive-budgets-are-growing-at-the-expense-of-offline.html

Trends in marketing spend




















Communications plan

Communications plan to generate site visitors. The plan to be in Gantt

or timeline chart form.

Suggested steps:

1. Brainstorm ideas to build interest which will support branding and

response objectives. What will engage your audience?

2. Identify online and offline media best suited to engage both

prospects and customers

3. Create a launch timeline for your company

3. For ongoing digital communications identify / estimate the

percentage visitor mix for all digital media and percentage budget

mix for paid digital media



Timeline of launch

Jan Mar May



1. Be relevant. Understand the content that will

appeal to different audiences.

2. Create an editorial calendar. Your social media

marketing will be more effective if you produce

content on a regular, consistent schedule.

3. Offer distribution choices, but keep a focus.

Offer choice to alert subscribers to content using

different types of channels since they will have

different preferences.

4. Syndicate through partners. Identify partner sites

and networks who may publish your content, either

in it‟s original form or tailored for their audiences.

5. Make communications two-way. Don‟t just treat

the channels as an alert or update service. Engage!

5 rules of SMO – Rohit Bhargava

http://www.smartinsights.com/social-media-marketing-alerts/what-is-social-media-optimisation-smo/


Managing social “publishing” with limited resource


























Q1. Does your brand have personality + OVP?

Q2. Mix = are you investing your time / money wisely?

Q3. Is your publishing process effective?

Q4. How do you make online campaigns more engaging?

Q5. Is your business “social by design?

Q6. Are you practicing “deep SEO”?

Q7. Are you siloed or multichannel?

Q8. Are you “competing on analytics?”

Questions to ask about acquisition



Online customer experience

and branding



Factors that drive and influence online customers

Such factors can include:

The 7C‟s

Designing an effective customer interface for your website

• Relevance of information,

• Convenience of navigation

• Ease of finding the right choice

• Cost and time saving

• Variety of options

• Control over purchases

• Secure transaction options

Context A website's layout and overall visual design

Commerce If the website is intended for commercial transactions

(it has to be safe)

Connection Any links to other websites, social networks, forums etc.

Communication How the company talks to its customers

Content The text, graphics, sound, music etc that are presented.

Community The website may allow interaction between customers

through message boards and live chat.

Customisation Personalisation of aspects of the website



Make text scannable

Use headings

www.useit.com/alertbox/reading_pattern.html

F shaped reading patterns for websites



http://www.useit.com/alertbox/reading_pattern.html

http://www.4qsurvey.com/

“Bad web site. Difficult to find

item as no search box

provided for short cut”

“I can't find any prices on your

website”

“Would like to see where I can

buy products from” .

http://www.marketing-online.co.uk/wiki/Website_Feedback_Tools


Customer feedback tools (iPerceptions)








PLAN

Create a content publishing machine



Define and optimize conversion pathways ACT



Glossary - Key emarketing tools

Search engine optimisation (SEO)

• A structured approach used to increase the position of a company or its products in

search engine natural or organic results listings for selected keyword phrases. Main

techniques involve targeting keyphrases to rank within site copy and through linking

strategies. No cost per click!

Pay Per Click (PPC) search marketing, e.g. Google AdWords

• A relevant text ad with a link to a company page is displayed when the user of a search

engine types in a specific phrase. A fee is charged for every click of each link, with the

amount bid for the click and its Quality Score determining its position. Trusted feed is

the uploading of product data to a Product Comparison engine such as Google Product

Search (Froogle).

Online PR and social media

• Maximising favourable mentions of your company, brands, products or web sites on

third party web sites which are likely to be visited by your target audience.Monotoring

reputation. Includes use of blogs (online diaries, RSS (Really Simple Syndication

feeds) and Web 2.0 social media techniques (C2C = Customer to Customer).

Affiliate marketing

• A commission based arrangement where referring sites (publishers) receive a

commission on sales, leads or visits by merchants (retailers)‟

Based on 400+ definitions at http://www.davechaffey.com/E-marketing-Glossary



http://www.davechaffey.com/E-marketing-Glossary





Interactive advertising

All types of advertising through the Web, wireless and

interactive television. Interactive advertising can include

banners, site sponsorships, email ads, PPC search

engine ads and classified ads.

Email marketing

•The use of outbound email marketing to achieve awareness, add value

or achieve response

Online sponsorship

•Linking of a brand with related content or context through sponsored

graphical or text links for the purpose of creating brand awareness,

favourability and/or response

Online viral marketing

•Word of mouth, online. Viral marketing uses a powerful offer to be

transmitted amongst a network of people via electronic media to reach a

large audience cost effectively to generate prospects, build brand

awareness and so increase sales

Based on 400+ definitions at http://www.davechaffey.com/E-marketing-Glossary

Glossary - Key emarketing tools








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Course Director at The Chartered Institute of Marketing

Course Director at CIM Academy

Senior Lecturer at University of Derby


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