Examining your message, landing page and call-to-action for your online marketing effort. 1st webinar in 3-part series. Link is at: https://connect.extension.iastate.edu/p3oxcz9xt56/?launcher=false&fcsContent=true&pbMode=normal . Next sessions will examine Blogging and Use of Video.

1. Entrepreneurs and Their Communities
Crafting the Message:
Effective Online Marketing
Glenn Muske – NDSU
Connie Hancock - UNL Extension
Co-Sponsored by
RRDC
REGIONAL RURAL
DEVELOPMENT CENTERS

2. Housekeeping Details
• If you haven’t already done so, enter
your name/email address into the chat
box
• Session will be recorded
• Feel free to type questions/comments at
any time

3. The Starting Point
“Build it and they will come”
doesn’t work

4. Examine Your Behavior
• What was the last marketing message you saw
or heard?
• Did you respond?
• Why did you respond?
• In what media type did you find the message?

5. Your Marketing Message Must Meet 3
Requirements
1. It gets seen in the jungle
– 5000/day or 200 per hour
• http://bit.ly/1jqhCBb
2. Message must resonate with the consumer
3. There is a call-to-action

6. Crafting the Message
• Who is the audience
• What do they need? What is their
headache/problem?
• How can you help? It’s not what’s in it for me
but what’s in it for them. Think benefits
• How do you differ from the competition
• Build trust – testimonials, examples, past
results,

7. Some Basics
• Marketing is:
– Everything you do
– Traditional and online
– Internal and external
– Done by everyone – you, your employees, your
customers and your ex-customers
– Activities pre, during, and post – SERVICE!

8. Some Basics: Part 2
• Marketing can:
– Sell
– Create awareness
– Build a brand/identity/trust/relationships
– Communicate value/benefits of product/service
– Establish yourself in the marketplace
– Make connections
– Identify who the customer is, what they want and
what price they will pay;

9. Some Basics: Part 3
• Marketing occurs:
– Everywhere and anywhere
– Among people
– And today, a great deal happens online.

10. Why Online Marketing?
• It’s where people are
• It influences purchasing behavior
– Forrester Research – Buyer today is often 2/3 to
90% of the way through the decision making
process before they ever interact with a person
– Got there by gathering information online

11. Your Online Marketing Effort

12. Online Marketing Keys
• Content is king
• Distribution is queen
• And action trumps them all.
– Action rarely happens if the consumer:
• Doesn’t know where to go (landing pages)
• Isn’t asked to do anything (Call-to-action)

13. The Marketing Process
Evaluation
and Start
Over
Marketing
Goals
Call to
Action
Message
Landing
Page
Remember there is nothing
that can’t be made better.

15. Landing Page defined
• “…a web page that allows you to capture a
visitor’s information through a lead-capture
form.”
Hubspot

16. Why landing pages are important
•
•
•
•
•
Generate New Leads
Give premium content a home
Collect demographic information
Understand who is engaged
Can be used in multi-channel campaigns
http://blog.katapult.co.uk/inbound/inbound-marketing-101-landing-pages-explained/

17. Good Landing Page Experience
– Provides relevant, useful, and original content
– Promotes transparency and fostering
trustworthiness
– Explains your products or services
– Makes it easy for customers to navigate your site
(including on mobile sites)
https://support.google.com/adwords/answer/2404197?hl=en

18. Elements of a Landing Page
•
•
•
•
•
•
•
•
C = Clear Call to Action
O = Offer
N = Narrow Focus
V = VIA: Very Important Attributes
E = Effective Headline
R = Resolution – Savvy Layout
T = Tidy Visuals
S = Social Proof
http://blog.kissmetrics.com/c-o-n-v-e-r-t-s/

20. Write content for the purpose of
educating and informing
• Offer smaller, bite-sized pieces of your content that can easily
digest and easily share
• Not entirely unique, but taken from longer pieces that people
can opt in or decide to read at their leisure
• These can be data points, memorable phrases or action items
and will fit nicely for Facebook or Twitter posts
http://searchenginewatch.com/article/2320358/5-Ways-to-Have-Killer-Content-in-2014

21. Perfect Landing Page
• Heading –
– What they are about to get and why it is
important
•
•
•
•
Bullets
Testimonials
Call to Action
Place for customer to fill in contact
information
– Less fields to fill in – the better

22. Improving Your CTA
• What do you want customers to do
• Create the Hook
– What’s in it for me?
• Give your customers a reason to act
– Provide the sense of urgency
• Optimize CTA
• Consistent presentation
• Test and Measure
http://www.socialmediaexaminer.com/how-to-improve-your-social-media-calls-toaction/

23. Optimizing Call To Action
•
•
•
•
Consistent presentation
Qualify your offer – 100 left
Size matters BIG time
Placement is key – ”Don’t make me think”
– 3 to 5 seconds
• Brightly Colored
• Whitespace wonders
• It’s not what you say – it’s how you say it!
http://www.instapage.com/2013/02/20/5-call-to-action-tips/#more-5422

24. How to get started
• Offer something for free
– If value is there – the customer will take action
Call to Actions
Download
Buy
Find
Get
Order
Purchase
Review
Shop

25. • https://squareup.com/

28. Test – Test - Test
• Test different online pages
• Test how people respond
• Test Social Media
– Email marketing
– Tweet
– Facebook page
– Blog
• Test Traditional marketing

29. • Content is what people want.
• Content is what people share.
• Content is what makes buying decisions
happen.
http://www.copyblogger.com/2014rainmaker/?utm_source=feedblitz&utm_medium=FeedBlitzEmail&utm_content=779131
&utm_campaign=0

30. Additional resources
• http://huskerpreneur.wordpress.com/resourc
es/workshop-materials/landing-pages/
•
•
•
•
•
•
http://www.copyblogger.com/2014rainmaker/?utm_source=feedblitz&utm_medium=FeedBlitzEmail&utm_content=7
79131&utm_campaign=0
http://www.instapage.com/2013/02/20/5-call-to-action-tips/#more-5422
http://searchenginewatch.com/article/2320358/5-Ways-to-Have-Killer-Content-in2014
http://blog.kissmetrics.com/c-o-n-v-e-r-t-s/
https://support.google.com/adwords/answer/2404197?hl=en
http://blog.katapult.co.uk/inbound/inbound-marketing-101-landing-pagesexplained/

31. eTailing – Taking Charge of Your Online
Presence
http://go.unl.edu/etailing

32. Online Curriculums
• Direct Marketing of
Specialty Food
• Marketing
Agritourism Online
http://go.unl.edu/direc http://go.unl.edu/agrit
tmarketingfood
ourism

33. Follow us on
Blog - http://entrepreneursandtheircommunities.wordpress.com/
Facebook - https://www.facebook.com/eXtensionentrepreneurs
Twitter - http://www.twitter.com/extbizteam

34. Thank You!
Mark your calendars
2nd Thursday, 2:00pm ET; 1:00pm CT; 12 pm MT; 11:00 am PT
http://connect.extension.iastate.edu/etc-cop
– February 13 –Blogging for Food – Jennifer
Lewis – The Soup to Nuts Resource for Artisan
Food Entrepreneurs
– March 13 – Incorporating Video into the
Marketing Strategy – Jeremy Doan, Rolling
Plains Adventures