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Internet Marketing 101 For SCORE Austin 2014 Content Marketing Workshop Series

Content Marketing Series: Internet Marketing Basics

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Presented to SCORE Austin in June 2014, this workshop covered messaging, customer life cycle, customer personas, and an overview of the primary internet marketing vehicles available today.

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Page 1: Content Marketing Series: Internet Marketing Basics

Internet Marketing 101For SCORE Austin

2014 Content Marketing Workshop Series

Page 2: Content Marketing Series: Internet Marketing Basics

6/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.2

About Tommy Landry

President, Return On NowSpecialty: Internet Marketing

SEO, SEM, Content, Social, Websites, Online Advertising, Web Analytics, Metrics

20+ Years Marketing13 Years SEO

9 Years SEM

Lifetime of Content & Social

Page 3: Content Marketing Series: Internet Marketing Basics

6/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.3

Where to Find Me

TwitterMe: @tommy_landryBusiness: @ReturnOnNow

LinkedIn: www.linkedin.com/in/tommylandry/

Email: [email protected]

Website: http://ReturnOnNow.com

Page 4: Content Marketing Series: Internet Marketing Basics

6/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.4

QUICK SURVEY

Page 5: Content Marketing Series: Internet Marketing Basics

6/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.5

How to Message / Talk to Clients

Overarching Messaging

Customer Lifecycle

Personas

Page 6: Content Marketing Series: Internet Marketing Basics

6/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.6

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?

Page 7: Content Marketing Series: Internet Marketing Basics

6/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.7

EXERCISE: Revise Your Elevator Pitch

Step 1: Fill in the Blanks

Company Name: ______________

Products / Services: ______________

Who We Serve: ______________

Problem We Solve: ______________

Page 8: Content Marketing Series: Internet Marketing Basics

6/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.8

EXERCISE: Revise Your Elevator Pitch

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.

Page 9: Content Marketing Series: Internet Marketing Basics

6/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.9

EXERCISE: Revise Your Elevator Pitch

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

Page 10: Content Marketing Series: Internet Marketing Basics

6/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.10

EXERCISE: Revise Your Elevator Pitch

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.

Page 11: Content Marketing Series: Internet Marketing Basics

6/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.11

EXERCISE: Revise Your Elevator Pitch

Step 4: Now You Try It!

___________________________ provides

___________________________ to

___________________________ that

___________________________ .

Page 12: Content Marketing Series: Internet Marketing Basics

6/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.12

How to Message / Talk to Clients

Overarching Messaging

Customer Lifecycle

Personas

Page 13: Content Marketing Series: Internet Marketing Basics

6/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.13

The Customer Lifecycle

Awareness Familiarity Consideration Purchase

Awareness Response Evaluation Commitment

Psychological Model

“Buyer’s Journey” in web circles

Simple version:

Dated version:

Page 14: Content Marketing Series: Internet Marketing Basics

6/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.14

Buyer’s Journey: Internal View

SOURCE: http://blog.alinean.com/2011/05/optimize-content-marketing-by.html

Page 15: Content Marketing Series: Internet Marketing Basics

6/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.15

Closed Loop Model

SOURCE: http://www.connectionmodel.com/customer-lifecycle-marketing/

Page 16: Content Marketing Series: Internet Marketing Basics

6/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.16

Customer Lifecycle: No Longer Linear

SOURCE: http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey

Page 17: Content Marketing Series: Internet Marketing Basics

6/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.17

Demand Gen vs. Lead Gen

Demand GenAwareness

Familiarity

Consideration

Purchase

Lead Gen

Page 18: Content Marketing Series: Internet Marketing Basics

6/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.18

TEMPLATE: Map Marketing to Lifecycle

Tactics Awareness Familiarity Consideration Purchase On Boarding Loyalty Evangelism

Lifecycle Stages

Page 19: Content Marketing Series: Internet Marketing Basics

6/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.19

How to Message / Talk to Clients

Overarching Messaging

Customer Lifecycle

Personas

Page 20: Content Marketing Series: Internet Marketing Basics

6/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.20

Personas

DefinitionA 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.

Page 21: Content Marketing Series: Internet Marketing Basics

6/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.21

Personas: How To Build Them

Label Your Top 2-8 Target Audiences

Personify Each Of ThemMake Them Feel REALHit On Demographics and BehaviorUse a Killer Quote (What He/She Thinks)

Tell A Story

RESULT: One Read, and You “Know” Them

Page 22: Content Marketing Series: Internet Marketing Basics

6/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.22

Sample Personas

SOURCE: http://www.basecreative.eu/news/jason-cianfrone/2012/02/14/user-personas

Page 23: Content Marketing Series: Internet Marketing Basics

6/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.23

Sample Personas

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

Page 24: Content Marketing Series: Internet Marketing Basics

6/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.24

Sample Personas

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

Page 25: Content Marketing Series: Internet Marketing Basics

6/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.25

Sample Personas

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

Page 26: Content Marketing Series: Internet Marketing Basics

6/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.26

SOURCE: http://act201213.wordpress.com/tag/personas/

Page 27: Content Marketing Series: Internet Marketing Basics

6/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.27

EXERCISE: Basic Persona Creation

Let’s Get Creative: Make Up a Company

Brief Elevator Pitch

Brainstorm 2-3 Target Segments

Create Basic Personas

Page 28: Content Marketing Series: Internet Marketing Basics

6/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.28

How to Message / Talk to Clients

Overarching Messaging

Customer Lifecycle

Personas

Page 29: Content Marketing Series: Internet Marketing Basics

6/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.29

Content Marketing: What’s the Secret?

Cover all your bases

Talk to them on THEIR terms

SOURCE: Google Images

Page 30: Content Marketing Series: Internet Marketing Basics

6/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.30

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

Page 31: Content Marketing Series: Internet Marketing Basics

6/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.31

Web Content and Customer Lifecycle

Overlay Personas and Lifecycle

Talk to All of Them

Build into Navigation

Page 32: Content Marketing Series: Internet Marketing Basics

6/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.32

Content Matrix Sample

Product PersonaBuyer's

Journey StageTopic CTA Conversion NEXT STEPS

Discovery Newsletter Opt In Add to long-term listConsideration White Paper Download Add to Drip MarketingDecision Custom Quote Tool Direct Sales ContactDiscovery Newsletter Opt In Add to long-term listConsideration White Paper Download Add to Drip MarketingDecision Custom Quote Tool Direct Sales ContactDiscovery Newsletter Opt In Add to long-term listConsideration White Paper Download Add to Drip MarketingDecision Custom Quote Tool Direct Sales ContactDiscovery Newsletter Opt In Add to long-term listConsideration White Paper Download Add to Drip MarketingDecision Custom Quote Tool Direct Sales ContactDiscovery Newsletter Opt In Add to long-term listConsideration White Paper Download Add to Drip MarketingDecision Custom Quote Tool Direct Sales ContactDiscovery Newsletter Opt In Add to long-term listConsideration White Paper Download Add to Drip MarketingDecision 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

Page 33: Content Marketing Series: Internet Marketing Basics

6/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.33

SEO: Selecting Keywords

Company Attributes

Product / Service Attributes

Target Audience (Personas)

Topics of Interest

Page 34: Content Marketing Series: Internet Marketing Basics

6/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.34

Exercise: Brainstorm Keywords

Please volunteer one of your companies

We will use your work so far to research

Page 35: Content Marketing Series: Internet Marketing Basics

6/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.35

SEO: Optimizing Content

So you have keywords…

Now what?

Page 36: Content Marketing Series: Internet Marketing Basics

6/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.36

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)

Page 37: Content Marketing Series: Internet Marketing Basics

6/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.37

EXERCISE: Find Target Keywords

Let’s look at some real websites and see what they are targeting...

Page 38: Content Marketing Series: Internet Marketing Basics

6/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.38

SEM and Customer Lifecycle

SEM = Search Engine Marketing

Also Called PPC / Pay Per Click AdvertisingExamples: Google AdWords, Bing AdCenter

Key Objective: Lead Generation

Page 39: Content Marketing Series: Internet Marketing Basics

6/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.39

SEM: How It Works

SEM = Real Time AuctionPick Keywords to TargetBid On KeywordsProspects Click On Your AdYou Pay The BidProspects Visit Your SiteYou Need to Convert Them

It’s Not As Easy As It Looks!

Page 40: Content Marketing Series: Internet Marketing Basics

6/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.40

Social Media and Customer Lifecycle

Types of Social MediaSocial Networking (Facebook)Social Bookmarking (StumbleUpon)BloggingMicro Blogging (Twitter)Media Sharing (YouTube, SlideShare)Gamification / Social GamingContent Curation Sites (Scoop.it)

Key Objective: Demand Generation

Page 41: Content Marketing Series: Internet Marketing Basics

6/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.41

Email Marketing and Customer Lifecycle

TypesStandard Email MarketingMarketing Automation

Still One of The Best Marketing VehiclesList-Building Remains A Top Priority

Key Objectives: Lead Nurturing, Retention

Page 42: Content Marketing Series: Internet Marketing Basics

6/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.42

eCommerce and Customer Lifecycle

eCommerce: A Unique Experience

Full Life Cycle

Fast Conversion to a Sale

Think About the Stages!

Page 43: Content Marketing Series: Internet Marketing Basics

6/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.43

eCommerce: Standard Site Structure

SOURCE: http://www.verticalleap.co.uk/blog/choosing-the-right-keywords-for-e-commerce/

Page 44: Content Marketing Series: Internet Marketing Basics

6/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.44

How to Message / Talk to Clients

Overarching Messaging

Customer Lifecycle

Personas

Page 45: Content Marketing Series: Internet Marketing Basics

6/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.45

Thank you!

Questions?

Connect with me:Tommy P. Landry, President

Return On Now

http://ReturnOnNow.com

[email protected]

Twitter: @tommy_landry

Page 46: Content Marketing Series: Internet Marketing Basics

6/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.46

eCommerce: Company-Centric LC

SOURCE: http://video-commerce.org/?s=usability

Page 47: Content Marketing Series: Internet Marketing Basics

6/5/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.47

eCommerce: Customer Retention Rules

SOURCE: http://hbswk.hbs.edu/archive/1590.html