Michael Leander presented a mini workshop on digital marketing at the DIGIT 13 organized by Pakistan Advertisers Society in Karachi, Pakistan

2. Want to know more?
Here’s what to do
• Come say hi & join the fun over at my Facebook page
https://www.facebook.com/michaelleandernielsen
• Stay tuned for more content on Twitter
http://www.twitter.com/michaelleander
• Join the CMO Group on Linkedin here
http://www.linkedin.com/groups/Chief-MarketingOfficers-Exclusive-2268050
• If I can help, send me an email to
Michael@michaelleander.me

3. Get videos over at
www.marketingtelly.com

4. Visuals stir
emotions

5. Nothing
beats the
Feel Good
Feeling

6. …. except when people are
comfortable, know exactly
what to do next and
intuitively understand how

7. The importance of E’s in your
marketing mix
•
•
•
•
•
Expectation
Excellence
Exciting
Experience
Emotions
(leading to
action)
• Enablement

8. The new expectation
Tweet: @michaelleander showing digital natives at #digit13 – cute!

9. Now & Next Generation Online
Presence centers around ….
Customer journey /&
persona driven
approach
• Align content to
solve customer
needs
• Differentiate based
on prospect &
customer status +
win-back
Content in
context
Community
engagement
• Match buying vs.
selling cycles
• Relate content to
campaigns
• Establish stickiness
• Social engagement
• Attract, sustain &
grow membership
based community
Engagement &
campaign
automation
• Personalized
• Relevant
conversations
• One data repository
Prerequisites = Strong back office & focused plan

10. Smart marketers ask….
1.
2.
3.
4.
5.
6.
7.
How do you map the buying process of your audience? And how to
align that with your selling processes? Customer journey, personas
What are the main drivers for delivering a personal good-to-great
customer experience online? (match customer expectations) and
how will content play a role?
How can you take the first step towards better targeting? Online
onsite, in direct [push] multi-channel communication ?
What does contextual content mean for you and how can you
embrace that concept?
How can you ensure better control of what people share from your
web presence – pictures, headlines, text?
How can you establish one data repository containing profile data,
behavioral data and transactional data?
How can you establish an effective work flow for allowing you to
create and test content pages, product pages, e-commerce pages on
the fly and with minimum effort?

11. The power of personalization

12. How to personalize the customer
experience online?
• Start taking names
• Integrate data capture consistently
• Give reasons – add value
• Look at how you can use technology to
provide a more personalized browsing
experience

13. THE OTS CHALLENGE
Message
The it’s all over phase
Action
Increase opportunity to see by 3, 5, 10
Message
Message
Pre launch phase
Message
Message
Nurture & convince phase
Message
Action
Hard selling phase

14. Start & hooked
Engaged & interacting
Stop and transact. Or pause.

15. The new FURDIC
methodology for
engagement
About content marketing & personalized
experiences for more effective customer
acquisition, nurturing and retention.

16. FURDIC - > The feel good feeling related to
your online presence
Can your audience FURDIC ?
– Find
– Understand
– Relate
– Do
– Interact
– Complete (transaction)

17. Can your audience FURDIC ?
– Find > what are they looking for and why?
– Understand > what do they need to understand ?
– Relate > what might they relate to?
– Do > what would they like to do?
– Interact > how and when would they like to
interact with us?
– Complete (transaction) > what would they want
to complete, or how would they like to transact?

18. But
why?

19. Because…
1. You want to acquire qualified leads
2. You want to nurture leads
3. You want to convert leads to
customers
4. You want to retain & grow
customers
5. You want customers to
recommend you to new leads
…and you think aligning with
the customer buying process
makes sense

20. Match your content assets to
different needs & stages
Lead generation
Nurture specific topic
Ongoing OTS – broad or specific

21. FURDIC - > The feel good feeling related to
your online presence
Can your audience FURDIC ?
– Find
– Understand
– Relate
– Do
– Interact
– Complete (transaction)

22. F = Easy & quick
U = Easy
R = Persona driven + membership
D = Can do, easy
I = Yes, but could be better
C = Can do, easy & quick
F = Not easy
U = Not easy
R = Not at all, 1 size fits all
D = Can do, but not easy
I = Limited, customer care missing
C = Can do, but not easy

23. For B2B marketers lots of
content makes a real
difference for acquisition
& conversion

24. With traffic coming in from
many sources, how do we
optimize the experience &
our conversion to action
across the board ? …

25. FIND,
Serve,
Convert
Google
Campaign
Social
Entry
page

26. Am I in the right
place ?
Looks for
signals
No signals
found
Finds signal
quickly
Good experience

27. Use commonsense > increase
your conversion rates
Banner advertisement
Landing page

28. More customized experiences
• Solid &
efficient
structure for
creating those
experiences
• A/B Split
testing
capabilities
on the fly

29. Think about
top, mid and
end of funnel
and focus
ferociously
on the end
goal, short
and long
term
Bottom of funnel is where the action takes place –
engagement need to drive your audience towards
the bottom of the funnel
29

30. Most Wanted Response

31. When you have built your online
attractors, make sure they get a
prominent place on your website
We call that
MWR – Most Wanted Responses

32. Which last step call to action button
is more effective?
Get my thing
Get your thing

33. How to structure a webpage
• Define your MWR’s
– Most Wanted Responses
• Understand friction and resistance
– Address all concerns and information needs
through layered content
• Implement the MWR call to actions
consistently throughout your website
• Use benefit driven call to actions

34. The rule
of speed

35. Website / webpage review

36. Speed factor – choose your style
•
•
•
•
Inbound marketing (social)
Earned media (social)
Referrals & recommendations
Takes time, but generally attracts
leads of a higher quality and
commitment
•
•
•
•
Outbound marketing
New sign-up fast
Varied quality
Lifetime engagement usually lower
than those attracted through inbound
marketing

37. For inbound marketing, what
comes first?
Content
Community

38. Producing good content on a regular
basis does not need to become a
major headache

39. Your content concept
lives everywhere –
let’s define yours

40. Components
• What are the stories that interest our
audience whilst somewhat relating to what we
do (as a brand)?
• How do we connect stories with call to actions
in an appropriate manner?

41. The content minded marketer
• Always on !
• Create, seed, repurpose
• Measure and redo successes

42. Words matter,
but only if you
know which,
why, when
and for how
long

43. How to write webpages
1.
2.
3.
4.
Large benefit driven headlines
Large sub-headlines
Clear call to actions – text and images
Beware of your search terms and incorporate these as
you are writing
5. Focus on what you want people to do after interacting
with your page
6. Cross promote content or help the visitor to know the
next steps in the buying process
7.
Get focus on your current attractors
throughout the site >>>

44. Twitter test of wording

45. Which Tweet was most effective?
A
Is marketing your game? Come join us on the Facebook
page for learning & laughs
B
Best Facebook post this week (most shared), go see it
here
C
See what we are talking about over on Facebook today
https://www.questionpro.com/a/showReportTab.do?surveyID=3321214

46. What others said
See the survev blog post here

47. Which Tweet was most effective?
0,45%
Is marketing your game? Come join us on the
Facebook page for learning & laughs
0,37%
Best Facebook post this week (most shared), go
see it here
2,67%
See what we are talking about over on
Facebook today

48. Think about text/copy and in particular
headlines and their Emotional Marketing Value
1. Find the woman of your dreams
2. Find your dream woman
3. Complete your dream with the woman you
dream of
Link: http://www.aminstitute.com/cgi-bin/headline.cgi

49. Benefit driven headlines
• Emotional Marketing Value (EMV)

50. When designing campaigns, content, copy
ABOA
Attribute Benefit Objection Answer
50

51. The ABOA model
Attribute
Benefit
Objection
Answer

55. Email address: michael@michaelleander.me
@michaelleander
#michaelleander
Pictures here:
facebook.com/michaelleandernielsen
Pinterest.com/michaelleander

56. Want to know more?
Here’s what to do
• Come say hi & join the fun over at my Facebook page
https://www.facebook.com/michaelleandernielsen
• Stay tuned for more content on Twitter
http://www.twitter.com/michaelleander
• Join our CMO Group on Linkedin here
http://www.linkedin.com/groups/Chief-MarketingOfficers-Exclusive-2268050
• If you missed the 7 points, send me an email to
Michael@michaelleander.me