Presented to SCORE Austin in June 2014, this workshop covered messaging, customer life cycle, customer personas, and an overview of the primary internet marketing vehicles available today.
2. 6/6/2014
Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.
2
About Tommy Landry
President, Return On Now
Specialty: Internet Marketing
SEO, SEM, Content, Social, Websites, Online Advertising, Web
Analytics, Metrics
20+ Years Marketing
13 Years SEO
9 Years SEM
Lifetime of Content & Social
3. 6/6/2014
Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.
3
Where to Find Me
Twitter
Me: @tommy_landry
Business: @ReturnOnNow
LinkedIn: www.linkedin.com/in/tommylandry/
Email: tommy@returnonnow.com
Website: http://ReturnOnNow.com
5. 6/6/2014
Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.
5
How to Message / Talk to Clients
Overarching
Messaging
Customer
Lifecycle
Personas
6. 6/6/2014
Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.
6
What is an Elevator Pitch?
If someone asks what you do
while riding in an Elevator, you
have only 30 seconds to answer.
What do you say?
7. 6/6/2014
Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.
7
EXERCISE: Revise Your Elevator Pitch
Step 1: Fill in the Blanks
Company Name: ______________
Products / Services: ______________
Who We Serve: ______________
Problem We Solve: ______________
8. 6/6/2014
Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.
8
EXERCISE: Revise Your Elevator Pitch
Step 2: Build Your Description
[Company Name] provides
[Products or Services] for
[Who We Serve] that/who
[Problem We Solve].
Hypothetical Example:
MyStores Software provides custom online
commerce and back-office solutions to businesses
with less than $10 million in sales that can’t afford
the high prices of big-name consulting firms.
9. 6/6/2014
Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.
9
EXERCISE: Revise Your Elevator Pitch
Step 3: Finish the Story
Why the Business is Needed
Who Needs It
Where Industry Is Going
Why You’re The Best Option
What Your Long Term Vision Is
10. 6/6/2014
Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.
10
EXERCISE: Revise Your Elevator Pitch
Step 3: Finish the Story (Sample)
MyStores Software provides custom online commerce and back-office
solutions to businesses with less than $10 million in sales that can’t afford
the high prices of big-name consulting firms. These business customers
will be eager to drive their sales and improve efficiency, now that it can be
accomplished with a fraction of the time and money required by the big-
name firms. Our founder, Mickey Mouse, has 12 years of experience as a
senior project manager for Megabig Consulting, where he learned how to
manage projects from start to finish using skilled independent contractors.
With a market of over 8,000 small businesses in SampleCity with revenue
ranging from $1 million and $10 million, MyStores Software will be cash-
flow positive and profitable in less than 12 months.
11. 6/6/2014
Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.
11
EXERCISE: Revise Your Elevator Pitch
Step 4: Now You Try It!
___________________________ provides
___________________________ to
___________________________ that
___________________________ .
12. 6/6/2014
Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.
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How to Message / Talk to Clients
Overarching
Messaging
Customer
Lifecycle
Personas
13. 6/6/2014
Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.
13
The Customer Lifecycle
Awareness Familiarity Consideration Purchase
Awareness Response Evaluation Commitment
Psychological Model
“Buyer’s Journey” in web circles
Simple version:
Dated version:
14. 6/6/2014
Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.
14
Buyer’s Journey: Internal View
SOURCE: http://blog.alinean.com/2011/05/optimize-content-marketing-by.html
15. 6/6/2014
Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.
15
Closed Loop Model
SOURCE: http://www.connectionmodel.com/customer-lifecycle-marketing/
16. 6/6/2014
Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.
16
Customer Lifecycle: No Longer Linear
SOURCE: http://blogs.forrester.com/lori_wizdo/12-10-04-
buyer_behavior_helps_b2b_marketers_guide_the_buyers_
journey
17. 6/6/2014
Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.
17
Demand Gen vs. Lead Gen
Demand Gen
Awareness
Familiarity
Consideration
Purchase
Lead Gen
18. 6/6/2014
Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.
18
TEMPLATE: Map Marketing to Lifecycle
Tactics Awareness Familiarity Consideration Purchase On Boarding Loyalty Evangelism
Lifecycle Stages
19. 6/6/2014
Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.
19
How to Message / Talk to Clients
Overarching
Messaging
Customer
Lifecycle
Personas
20. 6/6/2014
Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.
20
Personas
Definition
A persona is a fictional character that describes your target audience or a
segment of your target audience, whichever is most practical for making
rational splits in content, tone, and approach.
21. 6/6/2014
Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.
21
Personas: How To Build Them
Label Your Top 2-8 Target Audiences
Personify Each Of Them
Make Them Feel REAL
Hit On Demographics and Behavior
Use a Killer Quote (What He/She Thinks)
Tell A Story
RESULT: One Read, and You “Know” Them
22. 6/6/2014
Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.
22
Sample Personas
SOURCE:
http://www.basecreative.eu/news/jas
on-cianfrone/2012/02/14/user-
personas
23. 6/6/2014
Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.
23
Sample Personas
SOURCE: http://uxtoolkit.wordpress.com/tag/prototyping/
24. 6/6/2014
Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.
24
Sample Personas
SOURCE: http://danieleizans.com/2011/01/context-in-content-
strategy-personal-behavioral-context/
25. 6/6/2014
Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.
25
Sample Personas
SOURCE:
http://becubed.me/2007/06/08/download-
an-example-persona-used-in-the-design-
of-a-web-application/
26. 6/6/2014
Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.
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SOURCE: http://act201213.wordpress.com/tag/personas/
27. 6/6/2014
Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.
27
EXERCISE: Basic Persona Creation
Let’s Get Creative: Make Up a
Company
Brief Elevator Pitch
Brainstorm 2-3 Target
Segments
Create Basic Personas
28. 6/6/2014
Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.
28
How to Message / Talk to Clients
Overarching
Messaging
Customer
Lifecycle
Personas
29. 6/6/2014
Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.
29
Content Marketing: What’s the Secret?
Cover all your bases
Talk to them on THEIR terms
SOURCE: Google Images
30. 6/6/2014
Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.
30
Life Cycle & Online Marketing Execution
Identify Elevator Pitch
Build Messaging Per Category / Service
Assign Personas
Overlay Lifecycle
Think about CTAs (Calls to Action)
Build into Tactical Content and Campaign Execution
31. 6/6/2014
Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.
31
Web Content and Customer Lifecycle
Overlay Personas and Lifecycle
Talk to All of Them
Build into Navigation
32. 6/6/2014
Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.
32
Content Matrix Sample
Product Persona
Buyer's
Journey Stage
Topic CTA Conversion NEXT STEPS
Discovery Newsletter Opt In Add to long-term list
Consideration White Paper Download Add to Drip Marketing
Decision Custom Quote Tool Direct Sales Contact
Discovery Newsletter Opt In Add to long-term list
Consideration White Paper Download Add to Drip Marketing
Decision Custom Quote Tool Direct Sales Contact
Discovery Newsletter Opt In Add to long-term list
Consideration White Paper Download Add to Drip Marketing
Decision Custom Quote Tool Direct Sales Contact
Discovery Newsletter Opt In Add to long-term list
Consideration White Paper Download Add to Drip Marketing
Decision Custom Quote Tool Direct Sales Contact
Discovery Newsletter Opt In Add to long-term list
Consideration White Paper Download Add to Drip Marketing
Decision Custom Quote Tool Direct Sales Contact
Discovery Newsletter Opt In Add to long-term list
Consideration White Paper Download Add to Drip Marketing
Decision Custom Quote Tool Direct Sales Contact
Widget #2
Widget #1
Bob Watkins, CxO
Sally Salesperson,
User
Joe Dev,
Implementer
Bridget Smith,
Soccer Mom
Mark Wallace,
Dedicated Dad
Ed & Sylvia Platt,
Grandparents
33. 6/6/2014
Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.
33
SEO: Selecting Keywords
Company Attributes
Product / Service Attributes
Target Audience (Personas)
Topics of Interest
34. 6/6/2014
Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.
34
Exercise: Brainstorm Keywords
Please volunteer one of your companies
We will use your work so far to research
35. 6/6/2014
Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.
35
SEO: Optimizing Content
So you have keywords…
Now what?
36. 6/6/2014
Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.
36
SEO: Where to Put Keywords
Page Title
Meta Description
URL
Headline (H1)
Subheads (H2, H3, H4, etc.)
Image Alt-Tags
In Body Content (1.0 – 1.5% Density)
37. 6/6/2014
Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.
37
EXERCISE: Find Target Keywords
Let’s look at some real websites
and see what they are targeting...
38. 6/6/2014
Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.
38
SEM and Customer Lifecycle
SEM = Search Engine Marketing
Also Called PPC / Pay Per Click Advertising
Examples: Google AdWords, Bing AdCenter
Key Objective: Lead Generation
39. 6/6/2014
Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.
39
SEM: How It Works
SEM = Real Time Auction
Pick Keywords to Target
Bid On Keywords
Prospects Click On Your Ad
You Pay The Bid
Prospects Visit Your Site
You Need to Convert Them
It’s Not As Easy As It Looks!
40. 6/6/2014
Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.
40
Social Media and Customer Lifecycle
Types of Social Media
Social Networking (Facebook)
Social Bookmarking (StumbleUpon)
Blogging
Micro Blogging (Twitter)
Media Sharing (YouTube, SlideShare)
Gamification / Social Gaming
Content Curation Sites (Scoop.it)
Key Objective: Demand Generation
41. 6/6/2014
Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.
41
Email Marketing and Customer Lifecycle
Types
Standard Email Marketing
Marketing Automation
Still One of The Best Marketing Vehicles
List-Building Remains A Top Priority
Key Objectives: Lead Nurturing, Retention
42. 6/6/2014
Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.
42
eCommerce and Customer Lifecycle
eCommerce: A Unique Experience
Full Life Cycle
Fast Conversion to a Sale
Think About the Stages!
43. 6/6/2014
Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.
43
eCommerce: Standard Site Structure
SOURCE: http://www.verticalleap.co.uk/blog/choosing-the-right-keywords-for-e-commerce/
44. 6/6/2014
Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.
44
How to Message / Talk to Clients
Overarching
Messaging
Customer
Lifecycle
Personas
45. 6/6/2014
Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.
45
Thank you!
Questions?
Connect with me:
Tommy P. Landry, President
Return On Now
http://ReturnOnNow.com
tommy@returnonnow.com
Twitter: @tommy_landry
46. 6/6/2014
Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.
46
eCommerce: Company-Centric LC
SOURCE: http://video-commerce.org/?s=usability
47. 6/6/2014
Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.
47
eCommerce: Customer Retention Rules
SOURCE: http://hbswk.hbs.edu/archive/1590.html