the power of digital marketing - Контракс · pdf filethe power of digital marketing...

The power of Digital Marketing

Power Up Your

Digital Marketing Know-How

for Microsoft Partners

Did You Know?

57% of B2B purchase evaluation is

done without speaking to a human.

– McKinsey & Company

88% of business research is done

online before purchasing offline.

– McKinsey & Company

Think of your brand like your own personal sports agent.. Whether you're there or not, they will do the talking for you.

Attracting new customers Partner Response Specific Activities MS Program

1. Become easy to find and

contact

2. Ensure value and

differentiation is apparent

3. Address specific needs

across scenarios

1. Support customer learning

of solution

2. Process in place to qualify

new leads (i.e. tele)

3. Know how to demonstrate

product value

4. Set up 30 day trail offer

1. Help understand

options for purchase

2. Facilitate smooth

buying process

3. Sell value added

services (i.e. migration)

1. Cleary defined differentiation and value prop

2. Strong website design

3. Clear cloud offering on website

4. Optimized site through SEO

5. Pinpoint profile optimization

6. Online marketing campaign

7. Social media presence

8. Strong leads management process/CRM

1. Pinpoint

1. Leverage marketing content from PMC

2. Ability to demo product across scenarios

3. Convert prospects to potential customers through

interaction and customer emersion experience

4. Leverage trial offer and support in set up

Explore

Evaluate

Purchase

1. ModernBiz Thru-

Partner Marketing

2. O365 30 Day Trial

3. PMC

4. How to webinars

1. Identify correct billing model

2. Provide details on value added services such as

migration, training and technical support

3. Land post-sale customer support

4. Ensure Partner of Record indicated

1. Licensing Options

2. Pre-sales technical

support

3. Readiness on

improving margins

through cross-

selling

Description

Customer identifies a

business need or

challenges and searches for

possible solutions


business need or


possible solutions


business need or


possible solutions

3 Microsoft Partner Confidential

https://pinpoint.microsoft.com/bg-bg/

http://smartpartnermarketing.microsoft.com/modernbiz




https://partner.microsoft.com/en-US/Marketing/

All roads lead to web:

• Search engines drive traffic to your website

• It’s the first place prospects go to learn about your company

• It’s the hub of all your marketing activities

• Everything about your company in one place

Why is Your Website so Important?

#1 Most important marketing

element of all.

Microsoft Partner Confidential 4

Prospects or “suspects”

are in information-

gathering mode. Include:

• What you do

• Your target market

• Your value proposition

• Where to find more

information

• Company tone

Exploration Stage. Website Example

http://princeink.com

http://princeink.com/

Prospects are

considering

the purchase. Include:

• Your value

• Education about your solution

• Offer a demo

• Options to help choose

• Case studies/testimonials

• Analyst reports/articles

Evaluation Stage. Website Example

http://www.apptix.com

http://www.apptix.com/

Prospects are in pre-

purchase mode. Include:

• A compelling win-win

scenario

• Free trials

• Free assessments

• Promotional offers

• Post-sales support and

training

Purchasing Stage. Website Example

http://www.hubspot.com

http://www.hubspot.com/

P.R.E.S.E.N.C.E.

Precisely define your company’s value on your home page

Rely on customer testimonials and case studies to tell your story

Equip your site to handle mobile and tablet visitors

Skimmable design with white space, subheads, and visuals

Engaging content that is fresh, well-written, and gives the user a reason to return

Navigation that is simple and easily allows the reader to find what they came for

Calls-to-action that are prominent and lead the user through your sales cycle

Easy to find contact information on every page

P

R

E

S

E

N

C

E

Top Search Engines

67.66%

18.7%

10%

2.4%

1.3%

Source:

Search Engine Watch - May 2014

Website Optimization

Descriptive

title tags

Accurate

heading tags

Descriptive

URLs

Rename

images

Link to other

sites

Integrate

social media

Create specific

landing pages

How Search Engines See?

What Humans See

What Search Engines See

• The title of your content

• The first sentence of your first paragraph

• At least one heading within the content

• The page’s URL

• The page’s meta description

• The alternate text field of any images you’ve included

And…

• Is at least 300 words in length

• Contains outbound links

• Has a relatively short URL

• Is easy to read, with concise sentences.

Optimized Content

Check your site:

http://yoast.com/wordpress/seo/

Tools For You

Free

Analytics software:

• Omniture

• Moz

• Google

• Clicky

• Piwik

• Woopra

• Yandex metrica

Paid

http://www.omniture.com/

https://moz.com/products/pro/

http://www.google.com/analytics/

https://clicky.com/

https://clicky.com/

http://piwik.org/

https://www.woopra.com/

https://www.woopra.com/

https://metrica.yandex.com/promo?



Social Media: Definitions, Terms, Channels & KPIs

14

Social Media Today


What is SM?

• create, share, adapt and reuse

content, engage in digital

dialogue and collaboration

• create linkages, groups

and communities

• have peet-to-peer contact

• interact socially with

other users

• create and maintain their

own user profiles and IDs

• are largely public,

although gated communities

exist on some platforms

• are accessible 24/7 from a

range of devices and locations

• generally expose users to

an unknown audience

• discoverable

• community moderated

• persistent

• subject to conditions of use

Online platforms

that enable users to: Online platforms:

Content

on a social media platform is:


Set Up Goals

Build brand awareness

Drive traffic to the site and/or blog

Get new customers

Increase SEO KPI’s

Win back existing customers

Collect market feedback from customers

Change the reputation of the brand

Become the “IT” leader of the industry

… 17 Microsoft Partner Confidential

Define the Strategy

Objectives:

• Brand awareness and engagement

• Lead generation or customer acquisition

• Share a mix of relevant links, blog posts

and engaging content

• Promote upcoming events

• Engage with influencers

Action Items:

Set up sponsored posts and ads

Set up Facebook tabs that sync to

your marketing automation platform

Key Metrics

• X number of posts per day

• Page followers

• Likes

• Engagement and comments

• Referring traffic

• Shares

• Lead generation/new customers

Objectives:



• Share a mix of relevant links, blog posts

and engaging content

• Promote upcoming events

• Engage with influencers

Action Items:

Create and join relevant groups

Encourage employee participation

Monitor and participate in Q&A

Set up sponsored posts and ads

Key Metrics

• X number of posts per day

• Page followers

• Comments, likes and shares

• Group participation


• Lead generation/new customers

Objectives:



• Share a mix of relevant links, blog posts and engaging content

• Segment influencers and create lists

• Communicate issues from social media to support team

and ensure follow up

• Listen and respond to relevant conversations

• Build reputation

Action Items:

Use promoted tweets and pinned tweets

Set up Twitter Lead Generation cards

Key Metrics

• X number of posts

• Followers

• Mentions

• Retweets

• Number of lists

• Hashtag usage

• Influence of Twitter followers



• Favorited tweets


Define the Strategy

Objectives:

• Brand awareness

• Engagement with visual content assets

• Lead generation and customer acquisition

• SEO optimization

• Generate additional views

Action Items:

Determine ownership for visual content on SlideShare

Work on regular SlideShare presentation creation

Choose agency for stellar design

Turn on the forms feature in SlideShare so you can sync leads

to your marketing automation platform

Key Metrics

• X number of presentation

• Followers

• Views

• Shares

• Lead generation and customer acquisition

• Downloads

• Favorites

Objectives:

• Brand awareness


• Share a mix of relevant links, blog posts and engaging

content

Action Items:

Optimize for SEO and set up Google rel=author tag

Create and promote upcoming events

Utilize Google+ hangouts

Key Metrics

• X number of posts

• Google+ circle adds/follows

• Google+ mentions

• Google+ 1



Treat all Social Media differently


Reply


1. Adding an article link or a picture to a tweet increases click/retweet frequency by 108%;

A new Facebook status with a picture produces 104% more comments than one without,

54% more likes & 84% more clicks.

2. Optimal post frequency depends on the network:

FB: 1-3 posts per day

Twitter: not more than 1 per 3 hours

LinkedIn: 1 in 2 days is enough.

3. Optimal posting ratio:

20% own news vs. 80% useful & entertaining news from other sources.

4. Always put a link in the news post. A link in the first part of the post greatly increases it’s CTR.

Social Media Marketing (SMM)

10 TIPS & TRICKS


Social Media Marketing (SMM)

10 TIPS & TRICKS

6. Adding a call to action to your post increases click ability by 14-30%.

Good ratio: ¼ posts – should include a call to action.

7. Using blue “link” color - #4c66a4 (HTML, Web color code; Facebook) in your posts will get you 16-28%

more clicks.

8. Using #hashtags is essential.

Important: #don’t #overburden #your #message #with #hashtags as it #stops #being #readable.

9. Publish your posts when the target audience is online.

10. Some words encourage the reader to repost. Breaking, Important, Alert, Free, Guarantee,

Effective, Step-by-step, numbers (“6 Ways to improve profitability”).


1. Clear landing page – good proposition, offer and design

2. Right Keywords – mix of popular and niche key words

3. Right media plan – using audience resources in the right SM channels

As a Conclusion - 3 Essential Key Factors for Digital Success

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