Digital Marketing 101: Everything You Need To Know
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Webinar slide deck from Folsom Creative and Inteum Inteum develops industry-leading intellectual property management software with clients include technology transfer offices at over 400 installations in 22 countries around the globe, including universities, research institutions, federal labs, corporations, and startups. Folsom Creative is a design and marketing agency that specializes helping clients create full stack marketing strategies. We provide a full suite of services to assist in our customers in these areas. Our clients rage from tech startups to large multi marketed enterprises.
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Digital Marketing 101: Everything You Need To Know
- 1. Digital Marketing 101: Everything You Need To Know Presented by Folsom Creative in Collaboration With Inteum Company LLC 2014-2015
- 2. WHAT MATTERS MOST? The Best Marketing Practices of 2014-15 Social Media Content Marketing Analytics Web Design SEO
- 3. AGENDA Table of Contents 1. Introduction 2. Conversion Funnels 3. Blogging 4. Social Media 5. SEO 6. PPC | Adwords 7. Calls to Action 8. Landing Pages 11. Email Marketing 6. Leads & Sales 11. Customers 12. Analytics 13. Tech Publisher 14. Q&A 15. Wrap Up
- 4. Conversion Funnel Breakdown Converting your visitors into leads Content Interaction Sales Blogging Social Media Calls to Action Landing Pages Lead Nurturing Sales Processes SEO & Paid Search On Site Optimization Email Marketing Thank You Pages Recurring Customers Analytics 4
- 5. CONTENT
- 6. Blogging Your First Step In Content Marketing What is a blog? Blogs are a collection of articles, targeted to your audience. Blog articles are generally 300-500, contain images, and allow user interaction through commenting. Why Should I Blog? Blogging provides updated relevant content to your website. Keeping content up to date keeps visitors coming back and helps Google rank your site more effectively. 6
- 7. SOCIAL MEDIA Reaching users through the sites they visit most • Increase brand awareness • Reach new users • Target your message • Drive traffic 7
- 8. SEO & Paid Search (SEM) Optimizing content and advertising to reach a larger audience RESEARCH STRATEGY TEST DISTRIBUTE Keywords Competition Demographics Geo Location Budget Content Ad Copy Quantity A/B Testing Quality Score KPI’s ROI Blogging Social Media Adwords Social Ads 8
- 9. On Site Optimization Maximizing the value of your site What should you optimize? Images: Reducing image size helps sites load faster. Meta: Properly tag content and media. Code: Reduce script size & quantity. Cache: Serve static copies of your content. Compression: Reduce the size of your site. Rich Snippets: Tagging addresses, reviews, authors. 9
- 10. INTERACTION
- 11. Calls to Action Drive interactions with a variety of calls to action Learn More Opt-In Newsletter Signup Click to Call Restricted Content On Site Chat Grab Their Attention! Visitors won’t always call. It is important to offer opt-in strategies for clients at different stages of the buying process. Monitoring the call to action that the user interacted with, will give you a great deal of information. Are they qualified, just looking for pre sales information, or just a fan of your content? 11
- 12. Landing Pages Fine Tuned Content For Your Targeted Audience What is a landing page? Landing pages are highly targeted to the user viewing the page. Often times ad campaigns will drive users to the landing page. What goes on the landing page? Most highly convertible landing pages consist of a keyword rich message, a captivating graphic, and an offer. In most cases the landing page will request a few basic contact details in exchange for a whitepaper, sales call, etc… 12
- 13. Email Marketing Reaching out to your clients via their inbox Email Marketing Works! After your visitors have opted-in via your website, you can deliver hand tailored content directly to their inbox. By creating different lists of subscribers, you can create targeted email campaigns based on the users likelihood of becoming a customer. Emails can consist of blog updates, marketing messages, and upcoming events. 13
- 14. Thank You Pages Tracking your visitors actions through thank you pages The Thank You Page: After a user completes any site interaction (opt-in form) you should direct them to a thank you page. This page should contain additional resources, a download, or additional information regarding the opt-in. Using analytics, you can track how the user made it to the thank you page, and will allow you to track conversions. 14
- 15. SALES
- 16. Lead Nurturing Build confidence and trust before selling. New Leads Qualified Target Email Campaign Sales Demo Highly Qualified Sales Make them Hungry: New leads aren’t always ready to become a customer. In some situations you will find a highly qualified lead that can go directly to sales. In other cases you should nurture your lead by offering them different types of enticing content. Those who interact with the content most, then gain priority to the sales process. Identifying highly convertible leads will increase conversion rates and reduce wasted sales efforts. 16
- 17. Sales Convert your leads to customers Marketing Past Your Site: Marketing to your leads should flow well into your sales process. Keeping the sales flow from your website or other marketing tools is important. Create a sales process that complements your marketing message and close more customers by offering solutions that are specific to their needs. Problem Solution Customer Time Satisfaction Quality Solution Availability & Efficiency Listening to the customer 17
- 18. Recurring Customers Keep your current customers in the loop Resell to your customers: Reselling to your customers is much easier by keeping them in an extension of your lead nurturing strategy. Continuing to email current customers offers, updates, and request to do business will lead to more customers coming back for more. Recurring customers are also more likely to refer your company or to become brand ambassadors. 18
- 19. Analytics Measuring your marketing performance 19 Keeping track of KPIs: Be sure to keep some form of analytical data to determine how your marketing campaign is performing. Tools like Google Analytics can help you monitor how customers are using your site and can help you track users through your conversion funnel. Many CRMs also have some form of lead tracking to kelp you track wins/losses and recurring customers. Measuring your performance is key for setting new goals.
- 21. Inteum Technology Publisher A practical approach to marketing with the Inteum Technology Publisher What does an integration look like? Main Website • Company Landing Page • Service/Offering Overviews • News/Blog • Social Media Integration • Newsletter Signup • Mobile Friendly Design Inteum Technology Publisher • Integrated Look and Feel • Cross Platform Linking • Social Media Integration • Mobile Friendly Design 21 http://csuventures.org
- 22. Inteum Technology Publisher (continued) A practical approach to marketing with the Inteum Technology Publisher How can I benefit from an integration? Integrating Technology Publisher and your current web marketing strategy is incredibly simple. When used properly, your web marketing platform will help drive more traffic to your Technology Publisher site. The increase in traffic and platform cohesion will help you identify more leads and increase the potential of your entire marketing campaign. 22 http://csuventures.org
- 23. ! ? ? QUESTION & ANSWERS
- 24. FOLLOW FOLSOM Social Media links FACEBOOK facebook.com/folsomcreative TWITTER twitter.com/Folsom_Creative GOOGLE+ plus.google.com/+Folsomcreative_2834 LINKEDIN linkedin.com/company/folsomcreative 24 Signup For Our Newsletter (receive updates and announcements) http://bit.ly/1yzw8J5
- 25. FOLLOW INTEUM Social Media links FACEBOOK facebook.com/inteum TWITTER twitter.com/inteum_company LINKEDIN linkedin.com/company/117314 25
- 26. THANK YOU FOR YOUR ATTENTION * SEE YOU AGAIN SOON…
Hinweis der Redaktion
- Welcome to todays Webinar Digital Marketing 101: Everything You Need To Know, hosted by Inteum and Presented by Folsom Creative.
- Inteum develops industry-leading intellectual property management software with clients include technology transfer offices at over 400 installations in 22 countries around the globe, including universities, research institutions, federal labs, corporations, and startups. Folsom Creative is a design and marketing agency that specializes helping clients create full stack marketing strategies. We provide a full suite of services to assist in our customers in these areas. Our clients rage from tech startups to large multi marketed enterprises.
- In todays webinar we will cover a full stack marketing strategies. After we look at different marketing strategies we will take a look at a real world integration of these strategies and the Inteum Technology Publisher. Lastly we will do a brief Q&A.
- How visitors flow through your site, into your lead pool, and finally into your sales process is often referred to as a funnel. Each level of the funnel represents marketing strategies and a likely proportion of users to those strategies. For example you will likely have more users reading your blog than you will have in your email marketing list. Getting your users through the funnel to each step and maximizing the volume of users who become customers is the key goal when creating a marketing strategy. Lets go over some of the different strategies that help convert your users into customers.
- At the top of the funnel we typically see a variety of content marketing strategies, social media sharing, and paid advertising.
- Having a website that supports an easy creation of blog articles is essential when publishing frequent and engaging content. Publishing content helps attract more visitors and increases the amount of pages / keywords that your site is indexed for.
- Social media is a great way to increase brand awareness and an even better way to find potential visitors that may not have searched for your services. When you post relevant and interesting content, people tend to share. The more frequently your content is shared, the more likely you are to get traffic from social media. Your social media performance is also a key indicator of your overall marketing performance. Many social media platforms support demographic targeted advertising, making reaching your audience a snap.
- SEO is the key to a well defined marketing strategy. Marketers should identify a group of keywords to rank for, content that is interesting and that can include those keywords, and to optimize articles to centralize around your targeted keywords. Supplementing your organic SEO strategy with Ads is a great way to test keyword strings and to get more visitors for keywords that you may not rank for. Using A/B testing on your site can also help identify what types of content and messaging visitors engage most with. A combination of organic SEO, Paid Ads, and Social Media are an integral part of your content marketing strategy.
- Having great content distribution is important but if your site loads too slowly or is hard to access form different devices, you may risk loosing visitors or ranking poorly. Optimizing images, site code, and server technologies is important for speed. Optimizing your site for mobile visitors through web apps or responsive design will help your site gain better mobile engagement.
- It’s one thing to have great content attracting new users to your brand but being able to get those users to interact with you is the goal. Lets take a look at how we can get users to start interacting with your marketing and sales team.
- Calls to action are select areas of a marketing campaign that call the users attention and request an action. Often a call to action is a signup button, a download button, a contact form, a phone number, etc… Optimizing calls to action is one of the most important components of a great marketing campaign. You need to make sure that your visitors have a way to initiate contact/interest.
- Landing pages are often used for specific campaigns and are highly targeted to the key marketing message. Often landing pages include a pitch, a call to action, and an offer in exchange for action.
- Once you have your customers information it is important to keep them engaged. Using email marketing can be a great way to help remind your leads of news, offers, etc…
- Thank you pages are often great tools for two reasons. First they give you a place to place your offer and second they offer a place to track conversions. If a user makes it to your tank you page, they have likely completed an action and are now a conversion/lead.
- When you think of sales you may be thinking of a team of highly trained sales associates taking down orders; however in any affective marketing / web strategy you will be selling your product, idea, content, etc… Making sure you are converting your leads into actual customers that help the overall goals of your marketing campaign is important.
- Nurturing your leads is the process of taking your contact information that you have collected and using it to gain information about potential clients. For example a lead who downloaded 5 whitepapers in one week may be a much more qualified lead than someone who simply signed up for your newsletter. In the same token you can put users into your email campaign and see which users respond best. These responses (open rate / traffic) are a great way to start segmenting your leads based on their interest.
- Once you have your leads in varying segments of quality, you can start working on selling them your service, product, etc… A great sales team should be able to take your qualified leads and reinforce your marketing messages. From there a combination of problem/solution selling should used to move your leads to a buying solution.
- Recurring customers are your best customers. It has been said that 20% of your customers generate 80% of your revenue. Focusing on selling new solutions or making new offers to your current customers is important. As new marketing strategies emerge, you may find new products/services to offer to your clients. Often times your recurring customers become brand ambassadors and refer new clients as well. Referrals are always much easier to sell to.
- The last part of your sales process is Analytics. Tracking segmented data across your marketing campaign can help you identify what marketing strategies are working and which are not. Likewise they can help you test new ideas and create new assumptions on what users are looking for. Analytics can be used in every stage of the process and are key to investigating the path a user follows when flowing through the conversion funnel.
- [a few minutes for QA]
- [Social Media Highlights]
- [Social Media Highlights]
- [Give thanks]