How To Market To Your Customers Online ... on THEIR Terms

How to Market to Your Customers
Online … On THEIR Terms
Tommy P. Landry
June 20, 2013
SCORE Training

About Tommy Landry
President, Return On Now
Specialty: Internet Marketing
SEO, SEM, Content, Social, Websites, Onlin
e Advertising, Web Analytics, Metrics
20+ Years Marketing
13 Years SEO
9 Years SEM
Lifetime of Content & Social
6/25/2013 ©2013, Return On Now. All Rights Reserved. 2

Where to Find Me
Twitter
Me: @tommy_landry
Business: @ReturnOnNow
LinkedIn: www.linkedin.com/in/tommylandry/
Email: tommy@returnonnow.com
Website: http://ReturnOnNow.com
Facebook: Like Us
Google+: Follow Our Page
6/25/2013 ©2013, Return On Now. All Rights Reserved. 3

QUICK SURVEY
6/25/2013 4©2012-2013, Return On Now. All Rights Reserved.

How to Message / Talk to Clients
Overarching
Messaging
Customer
Lifecycle
Personas

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?

EXERCISE: Revise Your
Elevator Pitch
Step 1: Fill in the Blanks
Company Name: ______________
Products / Services: ______________
Who We Serve: ______________
Problem We Solve: ______________

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.

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

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.

Elevator Pitch
Step 4: Now You Try It!
___________________________ provides
___________________________ to
___________________________ that
___________________________ .

Overarching
Messaging
Customer
Lifecycle
Personas

The Customer Lifecycle
Psychological Model
“Buyer’s Journey” in web circles
Simple version:
Dated version:
6/25/2013 13
Awareness Familiarity Consideration Purchase
©2012-2013, Return On Now. All Rights Reserved.
Awareness Response Evaluation Commitment

Buyer’s Journey: Internal View
SOURCE: http://blog.alinean.com/2011/05/optimize-content-marketing-by.html

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

Customer Lifecycle: No Longer
Linear
SOURCE: http://blogs.forrester.com/lori_wizdo/12-10-04-
buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey

Demand Gen vs. Lead Gen
Demand Gen
6/25/2013 17
Awareness
Familiarity
Consideration
Purchase
Lead Gen
©2012-2013, Return On Now. All Rights Reserved.

EXERCISE: Map Marketing to
Lifecycle
Tactics Awareness Familiarity Consideration Purchase On Boarding Loyalty Evangelism
Lifecycle Stages

Overarching
Messaging
Customer
Lifecycle
Personas

Personas
Definition
A persona is a made up / fictional character
which describes your target audience or a sub-
segment of that target audience, whatever
makes the most sense for making logical splits
in content, tone / voice, and overall messaging
approach.
6/25/2013 ©2012-2013, Return On Now. All Rights Reserved. 20

Personas: How To Build Them
Label Your Top 2-8 Target Audiences
Personify Each Of Them
Make Them Feel REAL
Hit On Demographics and Behavior
Use a Killer Quote (What He/She Thinks)
Tell A Story
RESULT: One Read, and You “Know” Them

Sample Personas
SOURCE:
http://www.basecreative.eu/news/jas
on-cianfrone/2012/02/14/user-
personas

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

Sample Personas
6/25/2013 ©2012-2013, Return On Now. All Rights Reserved. 24SOURCE: http://uxtoolkit.wordpress.com/tag/prototyping/

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

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

EXERCISE: Basic Persona
Creation
Let’s Get Creative: Make Up
a Company
Brief Elevator Pitch
Brainstorm 2-3 Target
Segments
Create Basic Personas

Overarching
Messaging
Customer
Lifecycle
Personas

What’s the Secret?
Cover all your bases
Talk to them on THEIR terms
SOURCE: Google Images

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 Execution

Web Content and Customer
Lifecycle
Overlay Personas and Lifecycle
Talk to All of Them
Build into Navigation (See below)

Content Matrix Sample
Product Persona
Buyer's
Journey Stage
Topic CTA Conversion NEXT STEPS
Discovery Newsletter Opt In Add to long-term list
Consideration White Paper Download Add to Drip Marketing
Decision 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

SEO: Selecting Keywords
Company Attributes
Product / Service Attributes
Target Audience (Personas)
Topics of Interest

Exercise: Brainstorm Keywords
Please volunteer one of your companies
We will use your work so far to research

SEO: Optimizing Content
So you have keywords…
Now what?

SEO: Where to Put Keywords
Page Title
Meta Description
Headline (H1)
Subheads (H2, H3, H4, etc.)
Image Alt-Tags
In Body Content (1.0 – 1.5% Density)

EXERCISE: Find Target
Keywords
Let’s look at some real websites
and see what they are targeting...

SEM and Customer Lifecycle
SEM = Search Engine Marketing
Also Called PPC / Pay Per Click Advertising
Examples: Google AdWords, Bing AdCenter
Key Objective: Lead Generation

SEM: How It Works
SEM = Real Time Auction
Pick Keywords to Target
Bid On Keywords
Prospects Click On Your Ad
You Pay The Bid
Prospects Visit Your Site
You Need to Convert Them
It’s Not As Easy As It Looks!

Social Media and Customer
Lifecycle
Types of Social Media
Social Networking (Facebook)
Social Bookmarking (StumbleUpon)
Blogging
Micro Blogging (Twitter)
Media Sharing (YouTube, SlideShare)
Gamification / Social Gaming
Key Objective: Demand Generation

Email Marketing and Customer
Lifecycle
Types
Standard Email Marketing
Marketing Automation
Still One of The Best Marketing Vehicles
List-Building Remains a Top Priority
Key Objectives: Lead Nurturing, Retention

eCommerce and Customer
Lifecycle
eCommerce: A Unique Experience
Full Life Cycle
Fast Conversion to a Sale
Think About the Stages!

eCommerce: Company-Centric
LC
SOURCE: http://video-commerce.org/?s=usability

eCommerce: Customer
Retention Rules
SOURCE: http://hbswk.hbs.edu/archive/1590.html

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

Overarching
Messaging
Customer
Lifecycle
Personas

Thank you!
Questions?
Connect with me:
Tommy P. Landry, President
Return On Now
http://ReturnOnNow.com
tommy@returnonnow.com
Twitter: @tommy_landry

How To Market To Your Customers Online ... on THEIR Terms

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How To Market To Your Customers Online ... on THEIR Terms