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
• Luck
happens
separate subscription.