How will technology impact your business in 2011? Rob Bartlett and Susan Farrell share trends, tools and techniques to better help you manage your communications practice in changing times.

1. As The World Turns
How trends are affecting marketing programs

2. VISIBILITY

3. Know Your Website Visitors
CAMPAIGN
PROCESS:
You
launch
a
website.
ROADBLOCK
#1:
Traffic
stats
are
low
and
you
have
no
idea
who
is
visiIng
the
site.
Good
quality
visitors?
THE
FIX:
Use
good
analyIcs
tools
like
AWSTATS,
LivePerson
Pro,
HubSpot,
Google
AnalyIcs.

4. Web Analytic Tools

5. Web Analytic Tools

6. Web Analytic Tools

7. Web Analytic Tools

8. Geo-Target –
Finding Your Location
CAMPAIGN
PROCESS:
DirecIon
to
locaIon.
ROADBLOCK
#2:
No
locaIon
instrucIons
to
locaIon.
Cannot
print
instrucIons
to
locaIon.
THE
FIX:
Google
Places,
Geo-­‐Targeted
SEO,
Yahoo
Maps,
etc.

9. Geo-Targeted SEO

10. Web Locator Tools

11. Web Locator Tools

12. Web Locator Tools

13. Geo Target with Language

14. Geo Target with Language

15. Web Awareness
CAMPAIGN
PROCESS:
Search
for
product.
ROADBLOCK
#3:
Not
showing
up
on
first
page
of
search.
THE
FIX:
SEO
tools,
Keyword
analysis,
SEO
tags,
Reciprocal
links,
SEO
press
releases,
etc.

16. Simple and Free SEO
Analysis Tools

17. SEO in Press Releases

18. Web Awareness
CAMPAIGN
PROCESS:
ROADBLOCK
#4:
Lack
of
website
links.
THE
FIX:
In-­‐page
and
reciprocal
links.
SEO
NavigaIon
bar.

19. SEO Navigation Bar

20. Reciprocal Links

21. CONTENT DEVELOPMENT

22. Content Development
CAMPAIGN
PROCESS:
Create
markeIng
content.
ROADBLOCK
#5:
Web
pages,
and
news
releases
appearing
online,
do
not
rank
high
on
relevant
searches.
THE
FIX:
Use
keyword
analysis
to
opImize
markeIng
copy
On-­‐Page.

23. Tools & Techniques
Success
factors
for
On-­‐Page
keyword
op1miza1on*
• Page
Title
• Page
DescripIon
• Consider
URL
and
Browser
Title
• <h1>
Tag
(Page
Head)
• <h2>
Tags
• Top
keyword
at
least
3x
on
page
• Top
Keyword
in
Bold
• Alt
text
for
images
A
new
way
of
life…
Inherent
in
all
marcom
wri1ng
now.
Serve
them
the
content
they
are
searching
for…
*www.seomoz.org

24. Resources
http://guides.seomoz.org/chapter-4-basics-of-search-engine-friendly-design-and-development
http://www.searchengineguide.com/stoney-degeyter/the-best-damn-o.php

25. Content Development
CAMPAIGN
PROCESS:
Drive
traffic
with
e-­‐mail.
ROADBLOCK
#6:
E-­‐blasts
do
not
generate
as
many
comments
or
as
much
response
as
they
once
did.
THE
FIX:
Begin
with
your
House
List.
Grow
it
with
valuable
content.
The
rules
of
DM
sIll
apply!

26. Tools & Techniques
Success
factors
in
Direct
Marke1ng
• Your
list
maeers
most—more
than
everything
else,
including
the
creaIve
• Your
“House
List”
is
the
best
list
you
have
• The
value
of
your
offer
is
second
most
important
– Think
Subject
Line
• Personalize
• Segment
Use Searches (or Queries) to
• Be
relevant
and
Imely
develop highly-relevant, segmented
sending lists.

27. Tools & Techniques
Success
factors
in
Direct
Marke1ng
• Your
list
maeers
most—more
than
everything
else,
including
the
creaIve
• Your
“House
List”
is
the
best
list
you
have
• The
value
of
your
offer
is
second
most
important
– Think
Subject
Line
• Personalize
Most attorneys, for example, have
• Segment
other attorneys as a primary
referral source.
• Be
relevant
and
Imely
It’s not that hard for attorneys to
figure out what “turns on” other
attorneys.

28. Tools & Techniques
Success
factors
in
Direct
Marke1ng
• Your
list
maeers
most—more
than
everything
else,
including
the
creaIve
• Your
“House
List”
is
the
best
list
you
have
• The
value
of
your
offer
is
second
most
important
– Think
Subject
Line
• Personalize
• Segment
Sign-up Screen
• Be
relevant
and
Imely

29. Tools & Techniques
Success
factors
in
Direct
Marke1ng
• Your
list
maeers
most—more
than
everything
else,
including
the
creaIve
• Your
“House
List”
is
the
best
list
you
have
• The
value
of
your
offer
is
second
most
important
– Think
Subject
Line
• Personalize
• Segment
Thank You/Confirmation Screen
points site visitors back into your
• Be
relevant
and
Imely
Web site…

30. CONTENT DELIVERY

31. Is Flash Dead?
CAMPAIGN
PROCESS:
Flash
website.
ROADBLOCK
#7:
Key
components
of
your
site
cannot
be
seen
on
an
iPad,
iPhone
or
indexed.
THE
FIX:
jQueries

32. The Problem
Without Flash support, iPad users will not
be able to access the full range of web
content, including over 70% of games and
75% of video on the web.
Modimy.com

33. jQuery

34. Effective Email Format
CAMPAIGN
PROCESS:
Send
an
email
with
offer.
ROADBLOCK
#8:
Cannot
see
the
offer.
THE
FIX:
Use
a
combinaIon
of
text
and
supporIve
use
of
images.

35. Images Off – Still Read

36. Images On – Same Message

37. Have Mobile Will Buy
CAMPAIGN
PROCESS:
Email
with
offer
on
ROADBLOCK
#9:
mobile.
Walk
into
store
and
show
coupon
on
phone,
not
printed
–
not
accepted.
THE
FIX:
QR
Code,
Scan
Barcode
from
Mobile.

38. Scan Mobile Coupon

39. PROMOTION

40. Promotion
CAMPAIGN
PROCESS:
Landing
pages
for
online
ROADBLOCK
#10:
promoIon.
Clicks
to
our
Web
site
do
not
generate
enough
sales
leads.
THE
FIX:
Dedicated
Landing
Pages
to
help
increase
conversion
to
leads,
www.unbounce.com.

41. Tools & Techniques
Success
factors
for
dedicated
Landing
Pages*
• Eliminate
unnecessary
steps
or
difficulty
• Answer
two
crucial
quesIons
within
the
first
moment
of
any
transiIon:
– Where
am
I?
– What
can
I
do
here?
• Communicate
your
key
differenIator(s)
• Use
specific,
quanItaIve,
and
Unbounce.com provides a platform
instantly
credible
language
specifically designed for building
action-oriented Landing Pages
*www.marketingexperiments.com

42. Tools & Techniques
Success
factors
for
dedicated
Landing
Pages*
• Eliminate
unnecessary
steps
or
difficulty
• Answer
two
crucial
quesIons
within
the
first
moment
of
any
transiIon:
– Where
am
I?
– What
can
I
do
here?
• Communicate
your
key
differenIator(s)
• Use
specific,
quanItaIve,
and
instantly
credible
language
Unbounce.com provides an easy way to
test withSplit A/B Tests.
*www.marketingexperiments.com

43. Promotion
CAMPAIGN
PROCESS:
Lead
nurture.
ROADBLOCK
#11:
People
aren’t
ready
to
buy
now;
sales
people
don’t
stay
in
touch
and
they
get
lost.
THE
FIX:
ProgrammaIc
system
for
touching
people.
Match
your
frequency
to
their
acIvity.

44. Tools & Techniques
A
few
success
factors
for
Lead
Nurture
• Recognize
the
80/20
rule—
80
percent
of
leads
may
not
be
ready
for
six
months
or
longer
• If
you
don’t
nurture
their
interest
with
your
marcom
content,
your
compeItor
will
• Arrange
the
“Buying
Funnel”
according
to
how
they
buy,
not
how
your
people
sell
• Segment
buyer
groups
and
customize
content
to
each
Access to Law Advisory requires
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happens
separate subscription.