• Marketing• Branding• MCA Gold• Web• Social Media• Tracking ROI
• The way you answer the phone• The way your vans look• Every piece of printed material• Your website• Social media• Your presentations
•Who you are• Your core values•How customers see you
95% of shoppers recognize the seal85% will buy because of the seal
Green = the color of money
=
How to use the logo• On signage• On your website• On your social
media pages• On your letterhead• On direct mail • Ads in publications• And more…
Best practices• Powerful and engaging
graphics and content
Best practices• Powerful and engaging
graphics and content• First impression =
First message
Best practices• Powerful and engaging
graphics and content• First impression =
First message• Clear direction and
navigation
Best practices• Powerful and engaging
graphics and content• First impression =
First message• Clear direction and
navigation• Showcase your most
important content
Best practices• Useful and clear
Best practices• Useful and clear• Helps visitors get
around, increases pageviews per visit
Best practices• Useful and clear• Helps visitors get
around, increases pageviews per visit
• Make important content easy to reach
Best practices• Useful and clear• Helps visitors get
around, increases pageviews per visit
• Make important content easy to reach
• Group similar content pages
Best practices• Needs to make sense
for the user
Best practices• Needs to make sense
for the user• Increase SEO and page
rank
Best practices• Needs to make sense
for the user• Increase SEO and page
rank• Don’t overwhelm users
Best practices• Needs to make sense
for the user• Increase SEO and page
rank• Don’t overwhelm users• Stay out of the users
way
Best practices• Make it useful and
interesting
Best practices• Make it useful and
interesting• Keep paragraphs short
Best practices• Make it useful and
interesting• Keep paragraphs short• Integrate bullets,
graphics and video
Best practices• Make it useful and
interesting• Keep paragraphs short• Integrate bullets,
graphics and video• Provide information
the user wants, not what you want
Best practices• Use referrals when
available
Best practices• Use referrals when
available• Keep content fresh
Best practices• Use referrals when
available• Keep content fresh• Should follow the tone
of the brand
Best practices• Users expect and
prefer images and video
Best practices• Users expect and
prefer images and video
• Images are universal
Best practices• Users expect and
prefer images and video
• Images are universal• Instantly create
emotional response
Best practices• Users expect and
prefer images and video
• Images are universal• Instantly create
emotional response• Quality and size of
images are important
Best practices• Users expect and
prefer images and video
• Images are universal• Instantly create
emotional response• Quality and size of
images are important• Helps break up content
Best practices• Integrate YouTube
Best practices• Integrate YouTube• People would rather
watch than read
Best practices• Integrate YouTube• People would rather
watch than read• Users trust people, not
content blocks
Best practices• Integrate YouTube• People would rather
watch than read• Users trust people, not
content blocks• Human voice =
meaningful content
Best practices• Integrate YouTube• People would rather
watch than read• Users trust people, not
content blocks• Human voice =
meaningful content• Can show emotion and
grab attention
Best practices• Integrate YouTube• People would rather
watch than read• Users trust people, not
content blocks• Human voice =
meaningful content• Can show emotion and
grab attention• Helps SEO
Best practices• Visible on every page
Best practices• Visible on every page• Make it easy, provide
options
Best practices• Visible on every page• Make it easy, provide
options• Very important on
mobile
Best practices• Visible on every page• Make it easy, provide
options• Very important on
mobile • Address is important
Best practices• Visible on every page• Make it easy, provide
options• Very important on
mobile • Address is important• Reply in a timely
manner
Best practices• Convert visitors into
leads/customers
Best practices• Convert visitors into
leads/customers• Provide value to your
customer
Best practices• Convert visitors into
leads/customers• Provide value to your
customer• Start a relationship,
gather information
Best practices• Convert visitors into
leads/customers• Provide value to your
customer• Start a relationship,
gather information• Set up contact form
Best practices• Make it easy to find
Best practices• Make it easy to find• Don’t make it
overwhelming
Best practices• Make it easy to find• Don’t make it
overwhelming• Use the information
you receive
Best practices• Important for content
heavy sites
Best practices• Important for content
heavy sites• MCA has more than
450 pages
Best practices• Important for content
heavy sites• MCA has more than
450 pages• Helps users who are in
a hurry
Best practices• Important for content
heavy sites• MCA has more than
450 pages• Helps users that are in
a hurry• Can integrate into CMS
Best practices• Smartphone and tablet
usage is increasing
Best practices• Smartphone and tablet
usage is increasing• Users browse with
intent on mobile
Best practices• Smartphone and tablet
usage is increasing• Users browse with
intent on mobile• Needs to work on any
device
Best practices• Smartphone and tablet
usage is increasing• Users browse with
intent on mobile• Needs to work on any
device• Bigger buttons
Best practices• Smartphone and tablet
usage is increasing• Users browse with
intent on mobile• Needs to work on any
device• Bigger buttons• Easy and clear
navigation
Best practices• Less cluttered
Best practices• Less cluttered• Contrast from light to
dark
Best practices• Less cluttered• Contrast from light to
dark• Mobile website verses
responsive design
Best practices• Less cluttered• Contrast from light to
dark• Mobile website verses
responsive design• Click to call
functionality
Best practices• Less cluttered• Contrast from light to
dark• Mobile website verses
responsive design• Click to call
functionality• Email address option
Best practices• Important to see
performance
Best practices• Important to see
performance• See what topics/pages
are popular
Best practices• Important to see
performance• See what topics/pages
are popular• Understand who is
visiting
Best practices• Important to see
performance• See what topics/pages
are popular• Understand who is
visiting• Help guide
improvements
Best practices• Important to see
performance• See what topics/pages
are popular• Understand who is
visiting• Help guide
improvements• How are people
finding your site
• Drive leads to your website
• Drive leads to your website
• Increase search engine optimization
• Drive leads to your website
• Increase search engine optimization
• Greater visibility, top-of-mind awareness
• Drive leads to your website
• Increase search engine optimization
• Greater visibility, top-of-mind awareness
• Position your business as a leader
Sharing expertise in the form of social media updates, blog posts, whitepapers
and infographics to drive inbound leads
Personal profile• Fill out your
summary, experience, education
Personal profile• Fill out your
summary, experience, education
• Add a professional profile picture and background
Personal profile• Connect with
colleagues, clients, people you’d like to do business with
Personal profile• Connect with
colleagues, clients, people you’d like to do business with
• Join groups that relate to your industry
Business profile• Fill out your
profile, specialties and web address
Business profile• Fill out your
profile, specialties and web address
• Add an image and square logo that represent your brand
Business profile• Post updates
regularly with industry and company news
Business profile• Post updates
regularly with industry and company news
• Use ads to target the types of people you’d like to do business with
What is blogging?
• Releasing articles on a regular basis that share industry expertise in bite-sized chunks
What is blogging?
• A way to drive traffic to other areas of your website
What is blogging?
• A way to increase inbound leads and ROI
Source: HubSpot
What blogging isn’t?• A place to post
press releases• A place to
promote your services
• A hard sales pitch
Source: HubSpot
How to create a blog• Work with your
website designer, programmer or agency
• Or create a blog using Wordpress.org
What to include• Social share icons
What to include• Social share icons• An email sign up
form
What to write about• Answers to
common questions your clients have
Source: HubSpot Editorial Calendar
What to write about• Answers to
common questions your clients have
• Industry developments
Source: HubSpot Editorial Calendar
What to write about• Answers to
common questions your clients have
• Industry developments
• Areas of expertise that differentiate your company
Source: HubSpot Editorial Calendar
What to write about• Keep posts
between 300 to 500 words
What to write about• Keep posts
between 300 to 500 words
• Include a call to action at the end
What to write about• Keep posts
between 300 to 500 words
• Include a call to action at the end
• Use a visual with each post
What is slideshare?• A platform for
easily sharing presentations, whitepapers and infographics
What is slideshare?• A platform for
easily sharing presentations, whitepapers and infographics
• Easily embed presentations on your website or blog
What is slideshare?• Easily share
presentation slides after a conference
Download and print today’s presentation at www.slideshare.net/NehlsenComm
75 percentThe number of executives who watch business-related videos once a week
75 percentThe number of executives who watch business-related videos once a week
50 timesThe increase in the chance of appearing on the first page of
search results when video is included on a website
75 percentThe number of executives who watch business-related videos once a week
80 percentThe increase in conversions on landing
pages when video is included
50 timesThe increase in the chance of appearing on the first page of
search results when video is included on a website
What to put on YouTube• Videos you want to
embed on your website
What to put on YouTube• Videos you want to
embed on your website
• A video about your company
What to put on YouTube• Videos you want to
embed on your website
• A video about your company
• Videos about your company’s services
What to put on YouTube• Videos you want to
embed on your website
• A video about your company
• Videos about your company’s services
• Videos showcasing industry knowledge
What is Twitter• A mirco-blogging
platform for sharing real-time updates
What is Twitter• A mirco-blogging
platform for sharing real-time updates
• Can be used successfully for B2B marketing
Twitter terms
Tweet: A status update that is 140 characters or less
Twitter terms
Hashtag: A term that is associated with an event or topic that is preceded by #.
#SkilledTrade is an example of a hashtag
Twitter terms
@: Reply to a tweet by putting the @ sign before a Twitter handle
@NehlsenComm
Twitter terms
RT: A retweet is when someone shares another user’s tweet with their followers
Twitter terms
Direct Message: Also known as a DM. Allows you to send a private message to a Twitter user
How to use Twitter• Fill out your
profile completely
How to use Twitter• Fill out your
profile completely
• Use a professional photo or logo
How to use Twitter• Fill out your
profile completely
• Use a professional photo or logo
• Add a header that represents your brand
How to use Twitter• Follow
colleagues, competitors, industry leaders, clients and trade publications
How to use Twitter
Five to one rule:Reply or retweet five times as often as you post your own content
How to use Facebook
• Visit the “Settings” tab and fill out as much information as possible
How to use Facebook
• Visit the “Settings” tab and fill out as much information as possible
• Make sure to create a custom url for your page
How to use Facebook
• Add a cover photo that represents your brand
How to use Facebook
• Add a cover photo that represents your brand
• Use a profile picture that is a square version of your logo
What is email marketing?
• Staying engaged with your core customers and leads to create and maintain top-of-mind awareness
How to get started
• Using and Excel spreadsheet, compile a list of clients, potential clients and former clients you’d like to work with again
How to get started
• Upload the list into an email provider such as MailChimp or Constant Contact
How to get started
• Create an email template with your brand images, fonts and colors
How to get started
• Start sending emails that highlight products, services, share company news and blog content
• Always include multiple links back to the website
What is a KPI?
• Short for Key Performance Indicator
What is a KPI?
• Short for Key Performance Indicator
• Should be a benchmark that can be measured in leads or revenue
What is a KPI?
• Short for Key Performance Indicator
• Should be a benchmark that can be measured in leads or revenue
• Facebook fans and website traffic are not KPIs
Track revenue from a single campaign
• Create a spreadsheet of all leads
Track revenue from a single campaign
• Create a spreadsheet of all leads
• Track follow-ups
Track revenue from a single campaign
• Create a spreadsheet of all leads
• Track follow-ups• Track which leads
turned into RFPs
Track revenue from a single campaign
• Create a spreadsheet of all leads
• Track follow-ups• Track which leads
turned into RFPs• Track which leads
turned into contracts
Track revenue from a single campaign
• Create a spreadsheet of all leads
• Track follow-ups• Track which leads
turned into RFPs• Track which leads
turned into contracts• Track total revenue
• The percentage of RPFs that turn into contracts is the lead-to-sale ratio
Contracts signedRFPs received
= Lead-to-sale ratio
Lead-to-sale ratio
• The percentage of RPFs that turn into contracts is the lead-to-sale ratio
• Multiply lead-to-sale ratio by the revenue from and average contract to get estimated ROI
Contracts signedRFPs received
= Lead-to-sale ratio
Lead-to-sale ratio X revenue from average contract = Estimated ROI
Lead-to-sale ratio
Increased RFPs/Contracts
• Set up conversion goals in Google Analytics
Increased RFPs/Contracts
• Set up conversion goals in Google Analytics• Track assisted conversions and direct conversions
Increased RFPs/Contracts
• Set up conversion goals in Google Analytics• Track assisted conversions and direct conversions• Determine which source delivered the most leads