CQIB CGU eBusiness Presentation - Your Customers are Digital, So Why isn't Yo...
Performance Based Strategic Alliance
1. Performance Based
Strategic Alliance
Internet Marketing Consultant
Charleston South Carolina
2. “We are held accountable by our ability to track
your connection to your target audience…”
3. Strategic Alliance Options
Option Minimum Time Frame Financials
Flat Fee + No Bonus for # of new 30 Days / No shared Revenue $2,000 Set Up Fee + access to FB
Friends, on Facebook / Unique Visitors Admin, and website source code
(compete.com)
Specific Event Marketing 90 Days - Revenue Share Option 1 $1,500 Set Up Fee + 10% of total gate
3 month contract access to FB Admin, and website
source code, collateral materials
% of Each Transaction 180 Days - Revenue Share Option 2 $1000 Set Up Fee + 20% @
6 month contract Transaction + Daily Transaction Counts,
Average Transactions, Sales Reports
% of Gross Sales Allocated to Internet 12 Months – Revenue Share Option 3 Total online marketing program.
Marketing Annual contract Minimum 1% - Recommended 1.75%
% of Net Profits 2 Years - Strategic Alliance Income Statement, Net Profit History
Share increases in pre-tax profits
4. Strategic Relations
$75 per day
$6,000 /180 = $33 day
$4500/90 = $50 day
$2,000 / 30 = $67 day
5. Train The Trainer
• Create a Social Style Guide
• Define Social Objectives, Strategies, Tactics
• Establish Standards, set authority levels
• Probation period for all communication
specialist
• Engagement as % of Total Likes
• Support structure
• Prepared for all answers (set up alerts)
6.
7. Get Found On All Channels
Promote
Web
Optimize
Content
Facebook
Mobile Tablets
Blogs
Measure Engagement
8. Understand the value of a “data
rich” lead?
Track how people
provide emails
Monitor “objects” that
lead prospect to you Find out which phrase users
are most likely to use when
discussing your company /
product in cyberspace
Discover keywords, discussion
points that attract the most Identify last page visited
quality mobile traffic
before they left your site
Capture emails Address
9. Keyword Research
High Volume
• Many searches per month
Low Competition
Discover sources that send • Weak sites/ pages in top 10
the most quality traffic
High Value
• Large Percentage of Visitors
Convert to Deals
10. Web Analytics
Web Marketing Tools
Monitor Campaigns That
lead buyers to you
11. Web Coding Hosting /
Maintenance
Content
Find out which pages
of your site gets
On Page
Optimization visited the most
Graphic
Design
Unlimited
Support
ecommerce
Integration
Social
Media
12. What is The cost
for One Qualified Online Lead?
Track how many buyer
find your website
Monitor Keywords That
led buyer to you
Find out which pages
of your site gets visited
the most
Discover sources that send
the most quality traffic Identify last page visited
before they left your site
Capture IP Address
13. Client beginning their
Due Diligence
Needs More Information
directed to the website
pass word protected registration
Demo, checking references,
review collateral material
Ready to Buy RFP Sent
16. Variables
Minimum Total Visitors Customers Transaction Gross Income
Internet Value from Internet
1% 100 1 $1000 $1000
1% 100 1 $5.00 $500
1% 1000 100 $1000 $10,000
1% 1000 100 $5.00 $500
Percentage of Total Unique Number of Average Gross Profit Sharing
Total Visitors Visitors Past Buying Sales per on this
that buy month Customers transaction amount
something
17. Key Performance Indicator #1
What % Convert to Customers
Minimum Total Visitors Customers Transaction
Internet Value
1% 100 1 $1000 $1000
1% 100 1 $5.00 $500
1% 1000 100 $1000 $10,000
1% 1000 100 $5.00 $500
18. Key Performance Indicator #2
How many new ‘qualified’ visitors per month?
Minimum Total Visitors Customers Transaction Gross Income
Internet Value from Internet
1% 100 1 $1000 $1000
1% 100 1 $5.00 $500
1% 1000 100 $1000 $10,000
1% 1000 100 $5.00 $500
19. Key Performance Indicator #3 =
How many new ‘internet’ customers per month?
Minimum Total Visitors Customers Transaction Gross Income
Internet Value from Internet
1% 100 1 $1000 $1000
1% 100 1 $5.00 $500
1% 1000 100 $1000 $10,000
1% 1000 100 $5.00 $500
20. Key Performance Indicator #4
What is the average transaction?
Minimum Total Visitors Customers Transaction Gross Income
Internet Value from Internet
1% 100 1 $1000 $1000
1% 100 1 $5.00 $500
1% 1000 100 $1000 $10,000
1% 1000 100 $5.00 $500
21. Key Performance Indicator #4
What is the average gross profit?
Minimum Total Visitors Customers Transaction Gross Income
Internet Value from Internet
1% 100 1 $1000 $1000
1% 100 1 $5.00 $500
1% 1000 100 $1000 $10,000
1% 1000 100 $5.00 $500
22. Conversion Types
Order / Reservation/
$ Value
Booking
$ Value
Respond to Survey
Database
Provide Email address $ Value
23. Types of Capture /Nurture
Big Sale “Savings” / Short Window
(3 Day) $ Cost
Reduced Price / Medium $ Cost
Window (10 Days) Database
II
Monthly eMail Only Offers
$ Cost
24. Win/ Loss Template
• Team
– Understanding Marketing Focus (weekly accounting)
• Marketing Mission
– Understanding what marketing initiatives provide
quality leads / not volume
• Symbiotic Marketing Materials
– Website Landing Pages
– Social Media Anchor Text Links to Website
– Printing Materials (tracking phone number)
– Online Publications / Directories
– Press Releases Backlinks
25. Sales Reports
• Why you won business field Drop Down
• Why you lost business field Drop Down
• Engagement Scores field Drop Down
• Website Visitors field Drop Down
• Our Features Shared field Drop Down
1: Create a Social Style GuideAgreeing on a style for outward-facing content helps solidify your company’s identity and character, and is the starting point of good social media employee training, because it puts all agents on the same page. Perhaps the biggest hurdle in creating astyle guide is to define your company’s voice.If you’re working business to business in, say, the medical field, you’ll likely want to employ a professional voice. But if you’re working with freelance web developers who spend a good chunk of time every day on FailBlog, you can relax and crack some jokes. The point is to know your audience and have agents create content with your audience in mind.#2: Define Social GoalsWhen creating your style guide, keep your goals in mind. What are you looking for from your presence on Facebook? Do you want to get users talking? Do you want their feedback so you can build a better product? Do you want them to advertise your brand for you by sharing your content?Once you establish your goals, you can amend your style guide accordingly.If your goal is to increase fan interaction, have agents create wall posts that are interesting to the community and ask engaging questions. If your goal is to seed your email list, create an incentive (like a giveaway) for signing up, and have your agents regularly announce the prizes and winners on the wall.rue21's engaging, community-relevant status update garners hundreds of likes and comments.#3: Set Parameters and Grant FreedomNo two people are the same, meaning that no two social media agents will write the same way. Having a style guide that defines voice doesn’t mean that you need to build a bank of terms and phrases for your employees to copy and paste, effectively turning them into bland robot parrots.With your company’s overall voice outlined in your style guide, encourage your agents to be creative. To add depth to your company’s presence, have agents sign off on wall posts with their first names or departments.#4: Have a Probationary PeriodPractice makes perfect, and that truth certainly holds in the world of social media. A probationary period in which new agents respond to wall posts but first submit their responses to a superior prior to posting is a great way to get agents up to speed. With direction and edits from the higher-ups, new agents will become accustomed to your brand’s style and voice quickly.#5: Mandate Social FrequencyYou wouldn’t leave a phone ringing indefinitely in your office. It’s poor customer service. For the same reason, don’t leave wall posts on your Facebook page unanswered. Unanswered wall posts are far worse than an unanswered phone call, because the customer’s request or question is out there for the world to see—with a time stamp on it. Don’t let your page’s visitors get the impression you don’t care about your customers.Make it policy for your social media agents to engage on your Facebook wall frequently—addressing all questions and concerns posted. The great thing is that this works both ways. Because your Facebook wall is public, you’ll experience increased customer loyalty when they see that your agents respond to all requests promptly.Bose demonstrates phenomenal customer service, answering a question posed on their wall within minutes.#6: Team UpOnce your employees pass through the initial probationary period, it still isn’t a good idea to have just one person responsible for your social media presence. Teams with two or more can moderate, edit and sharpen each other, giving you a refined, robust presence. Often it’s a good idea to have one person who’s more social media–savvy and another with a traditional marketing background.The social media expert can keep the marketing professional in line with social media practices, while the marketing professional can make sure your brand’s reputation and message are upheld. If content hasn’t had at least two sets of eyes on it, don’t let it go public.#7: Take Cues From the ProsIf your company is making its first foray into social media, take a look at a dozen or so of your top competitors and a few brands that do things right, like Starbucks orCoca-Cola. Take the good, leave the bad and add in your company’s unique voice. Formulating your approach as a team will take care of the training process for everyone, all at once.#8: Prepare to Answer AnythingWhether you like it or not, your Facebook wall is a catch-all for praise, requests, demands, complaints, threats and everything in between. Make sure your social media team is ready to answer every wall post, even the disparaging ones, and is able to do so with respect and kindness.Outline a procedure for agents dealing with irate fans. But don’t just prepare for the negative; be ready to capitalize on positive feedback by incorporating it in marketing materials or a “reviews” section on your page or website
Preliminary/Ongoing Research (Keyword Niche' Identified)Comp Set Competitive Analysis (Organic / PPC)Set up Site Bench Marked against similar sitesKey Word Research (Theme)Key Word Research (Category)Key Word Research (Long Tail Derivative)On Page Optimization (Title, Descriptions, recommended key word for writer)End of month website analytics
Facebook Marketing Applications (Co- op dollars)Email hosting ($5 per address per month)Call Tracking ($10 per line per month)Text Message Marketing ($100 per month)Email Database Management and Internet Marketing Analysis($100 per month)