Internet Marketing 101 - SCORE Austin Training

Internet Marketing 101
For SCORE Austin
October 2013

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

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Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.

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Where to Find Me
Twitter
Me: @tommy_landry
Business: @ReturnOnNow

LinkedIn: www.linkedin.com/in/tommylandry/
Email: tommy@returnonnow.com
Website: http://ReturnOnNow.com

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QUICK SURVEY

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How to Message / Talk to Clients

Overarching
Messaging

Customer
Lifecycle

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Personas


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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?
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EXERCISE: Revise Your Elevator Pitch
Step 1: Fill in the Blanks
Company Name: ______________
Products / Services: ______________
Who We Serve: ______________
Problem We Solve: ______________

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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.
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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
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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 cashflow positive and profitable in less than 12 months.

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Step 4: Now You Try It!
___________________________ provides
___________________________ to
___________________________ that
___________________________ .

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Overarching
Messaging

Customer
Lifecycle

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Personas


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The Customer Lifecycle
Psychological Model
“Buyer’s Journey” in web circles
Simple version:
Awareness

Familiarity

Consideration

Purchase

Response

Evaluation

Commitment

Dated version:
Awareness

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Buyer’s Journey: Internal View

SOURCE: http://blog.alinean.com/2011/05/optimize-content-marketing-by.html
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Closed Loop Model

SOURCE: http://www.connectionmodel.com/customer-lifecycle-marketing/
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Customer Lifecycle: No Longer Linear

SOURCE: http://blogs.forrester.com/lori_wizdo/12-10-04buyer_behavior_helps_b2b_marketers_guide_the_buyers_
journey
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Demand Gen vs. Lead Gen
Awareness

Demand Gen
Familiarity

Consideration

Lead Gen
Purchase
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EXERCISE: Map Marketing to Lifecycle
Lifecycle Stages
Tactics

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Awareness

Familiarity

Consideration

Purchase

On Boarding


Loyalty

Evangelism

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Overarching
Messaging

Customer
Lifecycle

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Personas


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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.

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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

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Sample Personas

SOURCE:
http://www.basecreative.eu/news/jas
on-cianfrone/2012/02/14/userpersonas
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Sample Personas

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SOURCE: http://uxtoolkit.wordpress.com/tag/prototyping/

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Sample Personas

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SOURCE: http://danieleizans.com/2011/01/context-in-contentstrategy-personal-behavioral-context/
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Sample Personas

SOURCE:
http://becubed.me/2007/06/08/downloadan-example-persona-used-in-the-designof-a-web-application/

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SOURCE: http://act201213.wordpress.com/tag/personas/
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EXERCISE: Basic Persona Creation
Let’s Get Creative: Make Up a
Company
Brief Elevator Pitch
Brainstorm 2-3 Target
Segments
Create Basic Personas
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Overarching
Messaging

Customer
Lifecycle

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Personas


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What’s the Secret?
Cover all your bases

Talk to them on THEIR terms

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SOURCE: Google Images

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 Execution

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Web Content and Customer Lifecycle
Overlay Personas and Lifecycle
Talk to All of Them
Build into Navigation

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Content Matrix Sample
Product

Widget #1

Widget #2

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Buyer's
Journey Stage
Discovery
Bob Watkins, CxO Consideration
Decision
Discovery
Sally Salesperson,
Consideration
User
Decision
Discovery
Joe Dev,
Consideration
Implementer
Decision
Discovery
Bridget Smith,
Consideration
Soccer Mom
Decision
Discovery
Mark Wallace,
Consideration
Dedicated Dad
Decision
Discovery
Ed & Sylvia Platt,
Consideration
Grandparents
Decision
Persona

Topic

CTA

Conversion

NEXT STEPS

Newsletter Opt In
White Paper Download
Custom Quote Tool
Newsletter Opt In
Custom Quote Tool
Newsletter Opt In
Custom Quote Tool
Newsletter Opt In
Custom Quote Tool
Newsletter Opt In
Custom Quote Tool
Newsletter Opt In
Custom Quote Tool

Add to long-term list
Add to Drip Marketing
Direct Sales Contact


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SEO: Selecting Keywords
Topics of Interest

Product / Service Attributes

Target Audience (Personas)

Company Attributes

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Exercise: Brainstorm Keywords
Please volunteer one of your companies

We will use your work so far to research

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SEO: Optimizing Content

So you have keywords…
Now what?

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SEO: Where to Put Keywords
Page Title
Meta Description
Headline (H1)
Subheads (H2, H3, H4, etc.)
Image Alt-Tags
In Body Content (1.0 – 1.5% Density)

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EXERCISE: Find Target Keywords

Let’s look at some real websites
and see what they are targeting...

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SEM and Customer Lifecycle
SEM = Search Engine Marketing
Also Called PPC / Pay Per Click Advertising
Examples: Google AdWords, Bing AdCenter

Key Objective: Lead Generation
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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!

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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

Key Objective: Demand Generation
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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

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eCommerce and Customer Lifecycle
eCommerce: A Unique Experience
Full Life Cycle
Fast Conversion to a Sale
Think About the Stages!

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eCommerce: Company-Centric LC

SOURCE: http://video-commerce.org/?s=usability
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eCommerce: Customer Retention Rules

SOURCE: http://hbswk.hbs.edu/archive/1590.html
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eCommerce: Standard Site Structure

SOURCE: http://www.verticalleap.co.uk/blog/choosing-the-right-keywords-for-e-commerce/
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Overarching
Messaging

Customer
Lifecycle

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Personas


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Thank you!

Questions?

Connect with me:
Tommy P. Landry, President
Return On Now
http://ReturnOnNow.com
tommy@returnonnow.com
Twitter: @tommy_landry
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Internet Marketing 101 - SCORE Austin Training

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Internet Marketing 101 - SCORE Austin Training