Content Marketing Series: Internet Marketing Basics

Internet Marketing 101
For SCORE Austin
2014 Content Marketing Workshop Series

6/6/2014
Copyright 2009-2014, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.
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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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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
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 cash-
flow 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
Personas

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The Customer Lifecycle
Awareness Familiarity Consideration Purchase
Awareness Response Evaluation Commitment
Psychological Model
“Buyer’s Journey” in web circles
Simple version:
Dated version:

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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/12-10-04-
buyer_behavior_helps_b2b_marketers_guide_the_buyers_
journey

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Demand Gen vs. Lead Gen
Demand Gen
Awareness
Familiarity
Consideration
Purchase
Lead Gen

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TEMPLATE: Map Marketing to Lifecycle
Tactics Awareness Familiarity Consideration Purchase On Boarding Loyalty Evangelism
Lifecycle Stages

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Overarching
Messaging
Customer
Lifecycle
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/user-
personas

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

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

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Sample Personas
SOURCE:
http://becubed.me/2007/06/08/download-
an-example-persona-used-in-the-design-
of-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
Personas

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Content Marketing: What’s the Secret?
Cover all your bases
Talk to them on THEIR terms
SOURCE: Google Images

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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 Content and Campaign 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 Persona
Buyer's
Journey Stage
Topic CTA Conversion NEXT STEPS
Discovery Newsletter Opt In Add to long-term list
Consideration White Paper Download Add to Drip Marketing
Decision Custom Quote Tool Direct Sales Contact
Widget #2
Widget #1
Bob Watkins, CxO
Sally Salesperson,
User
Joe Dev,
Implementer
Bridget Smith,
Soccer Mom
Mark Wallace,
Dedicated Dad
Ed & Sylvia Platt,
Grandparents

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SEO: Selecting Keywords
Company Attributes
Product / Service Attributes
Target Audience (Personas)
Topics of Interest

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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
URL
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
Content Curation Sites (Scoop.it)
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: 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
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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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

Content Marketing Series: Internet Marketing Basics

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