Presentation for the Microsoft 5W/25 Training Series.

1. 5W/25 Partner Training
Partners Webcast Series
“Focused on Growing
your Business”
www.mssmallbiz.com/training

2. Building Your
Online Marketing Engine
Advanced Strategies
Derek Brown
Managing Director
Pronto Marketing
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3. Quick Introduction
Founder - Pronto Marketing
Focus on IT services marketing
125+ clients; US, CA, UK, HK, AU
Team of 11 FTE + ~10 Freelancers
12+ Years at Microsoft
BMO Director Microsoft Thailand
Director Product Management SBS
Director WW Marketing Mobile Devices
Also tech start-ups, TechData and more…
Adjunct Professor Digital Marketing Strategies
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4. Lead
Website
Generation Fundamentals

Search-
Blogging & Social
Getting to
Networking
the Top

The
Monthly
Newsletter

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5. Website
Lead Website
Generation Fundamentals
 Optimization
Search-
Blogging & Social
Getting to
Networking
the Top

Content The Search
Development Monthly Strategies
Newsletter

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6. Step 1
Your prospect is a click away from goodbye
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7. 7
Engaging professional services firms. © The Economist Intelligence Unit Limited 2008

8. “
Unless the first impression is favorable,
visitors will be out of your site before they
even know that you might be offering more
than your competitors,”
Gitte Lindgaard
Carleton University
Ottawa, Canada
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9. Page Architecture for SEO & Conversion
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10. Clear Call to Actions
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11. Strive for a
clarity of
message.
What is this site
about?
What can I
accomplish?
What are the
Call to Actions?
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12. Pronto Marketing’s website
with ClickTale analytics.
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13. Mouse Move
Similar to eye-
tracking
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14. Mouse Click
What we do 21.9%
Next Steps 2.6%
Banner 12.6%
Examples 17.2%
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15. Scrolling
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16. 16

17. Mouse Move
Similar to eye-
tracking
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18. Next Steps
14.6% click on
Sign-Up Now
0% More Info
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19. Room to Improve
Build on “What We Do”
Move the Example sites up to a
hot area
Blog is balanced at 11% between
menu and highlights – keep it.
Work on better visibility for the
testimonial – perhaps build into
the banner.
Close the sale on Next Steps
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20. 20

21. 21

22. 22

23. Step 2
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24. 24
Engaging professional services firms. © The Economist Intelligence Unit Limited 2008

25. 2 Objectives: “Pack” & Organic
10 Pack!
Organic
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Learn More: http://support.prontomarketing.com/forums/89170/entries/79219

26. Beyond the 10 Pack Basics
Addresses in sync – all sources
Physical Address – no PO Boxes
Local Phone number – not 800
hCard microformat
Industry and Local keywords in both title and
description. Don’t stuff!
Business Details – have complete information
Listings in Local, Vertical Directories create citations
Digital Media in the listing – the more the merrier
Geo-tag photo – see http://picasa.google.com
Create KML & KMZ files in Google Earth
Reviews – manage and get good ones
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27. Page Relevance
versus
Page Rank
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28. Relevance: Keyword Strategies
USA monthly searches:
300,000 “IT Support”
30,000 “Technology Service”
Consider
1. Competitive landscape
2. Distance
3. Population Density
4. Local nomenclature
5. Long –tail industry keywords
Don’t chase after keywords you can’t win,
win the keywords you chase after.
28 Learn More: http://support.prontomarketing.com/forums/89170/entries/79720

29. Rank Tips: Two Options
Option #1 Pay a lot of money
Option #2 Do a lot of work
Reviews, Blogs, Clients, Organizations, PR
Quality Matters– the Page Rank of the referring site
Inbound links you manage use local and industry
keywords not your company name
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30. Step 3
Relationships, Engagement, SEO
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31. • Strong preference for
E-mail & Newsletters
• Overall, online and digital
content is the preferred
media for communication
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32. Learn what your
audience likes
Insightful &
Actionable
Interesting…
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33. "Mommy, Where Does Content Come From?"
11 Easy Ways to Create Great Stuff
1. Think small.
2. Think really small.
3. Bundle.
4. Record presentations or speeches.
5. Post presentations on SlideShare.
6. Chat with customers.
7. Interview luminaries.
8. Share real-time photos. C
9. Ask customer service.
10. Go behind-the-scenes.
11. Bust silos.
Thank you! Ann Handley, Chief Content Officer, MarketingProfs
33 http://www.openforum.com/idea-hub/topics/marketing/article/mommy-where-does-content-come-from-11-easy-ways-to-create-great-stuff-ann-handley

34. Pronto Marketing
Getting online marketing in gear for Microsoft Partners
Derek Brown
derek@prontomarketing.com
1-800-476-1828
www.prontomarketing.com
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35. © 2008 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.
The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should
not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS,
IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
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