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					www.lookingglassmarketing.com
 Where are marketers spending budgets?
● Marketers are investing
  more in online tactics
  (14% increase) than
  traditional methods (3%
  increase)
  ● Less expensive
  ● Easier to measure
     ROI
● Spending more on
  online tactics
  including:
  ● Social
     networking
  ● Emailing
  ● PPC
●   More budget cuts seen earlier
    in 2009 with some starting to
    see budget increases now

●   Marketing budget reductions
    are getting smaller
    ●    Fewer respondents were
         planning cuts greater than 20%
    ●    More marketers said they
         anticipated lesser cuts, especially
         reductions of 1% to 5%




    Source: eMarketer Inc., www.emarketer.com
● Most marketers – in small
  and large businesses – look
  at first half of 2010 as the
  year the recession begins
  fading away and we see
  significant growth
● Based on history, average
  length of a recession is 8 -
  16 months
● Mix of online marketing and traditional
  tactics:
  ● Online/Inbound marketing
    ● Website
    ● SEO
    ● Blogging
    ● Social networking
  ● Nurture marketing
  ● Referral marketing (referral sources and
    existing customers)
● Inbound marketing defined – attracting
  people to your business
  ●   Focus on your website
  ●   SEO
  ●   Blog
  ●   Social networking
  ●   Content is key
● ―Inbound‖ marketing (using the web to help
  drive qualified prospects) can be much
  more cost effective
● Attracting prospects who are interested in
  your products/services, offers/content, and
  company

● Higher number of leads are going to be
  qualified because they are seeking you out

● Average cost-per-lead is significantly less
  than what it would cost for leads generated
  through traditional outbound marketing
  techniques
●   Content:
    ● Content on website consumed differently than on paper:
        ● 79% of users scan the page instead of reading word-for-word
        ● Reading from computer screens is 25% slower than from paper
        ● Web content should have 50% of the word count of its paper
             equivalent
    ● Clear, concise, easy to view—and repeated in several ways, on several
        pages—and easily searched
    ● Put yourself in shoes of the visitor - Include content that your visitors are
        interested in
●   Offers and Calls to action:
    ● Have compelling offers (white papers, events, podcasts, case studies,
        articles, demos, etc.)
    ● Use Action Words - ―Learn more.‖ ―Find out why.‖ ―Buy.‖ ―Contact Us.‖
        Visitors appreciate it when you clearly tell them what to do. And why. For
        example, ―Click here to get your free six-step guide to hiring your next IT
        consultant.‖
●   Landing pages:
    ● Build dedicated landing pages
    ● Don’t send prospects to your home page – make it easy for visitors
       to obtain information
    ● Dedicated web landing pages can nearly double the conversion
       rates of potential prospects responding to your marketing
       programs and offers
●   Benchmark:
    ● Website Grader (www.websitegrader.com) that measures and
       scores the marketing effectiveness of a website
    ● Looks at website traffic, SEO, social popularity and other technical
       factors and provides some basic advice on how you can improve
       your website from a marketing perspective
● Optimizing your site so search engines can find you
● SEO is one of the least expensive forms of marketing
  with strong ROI
● According to a Gartner and Forbes study,
  ● 86% of C-level executives use search engines to find
     information on products and services
● According to HubSpot:
  ● 25% of SEO is on the actual pages of site (content, titles,
    headers, keywords)
  ● 75% of SEO is off page – outside of your site (how people
    are finding you)
●   On page – Building a foundation
    ● Page text, Page titles, URL, Tags -
       ● Check out the Microsoft Partner Network - Marketing
          Pointers
          https://partner.microsoft.com/US/salesmarketingsection/
          smcampaigns/rtgpointers
    ● Keywords - finding the best keywords through research
       tools
       ● www.goodkeywords.com
       ● www.wordtracker.com
       ● Google keyword tool -
          https://adwords.google.com/select/KeywordToolExternal
●   Off page – Links that point to site and search engines pick up
    ● The more incoming links, the higher your page will rank
    ● You can easily pull up a list of sites that link to yours. In
       Google's search box, simply type Link:yoursitename
    ● Get the links by creating great content through blogging,
       podcasts, videos, press releases, etc.
●     In Google, Fresher Content = Better Website
      Sites that get crawled more often have more frequent updates and more
      authority. Blogging consistently ensures there will be fresh content on your
      site.
●     Every Blog Article is an SEO Opportunity - You can’t realistically optimize your
      site for every search term, but you can certainly write blog posts targeting
      niche keyword phrases that are likely to draw highly qualified prospects.
●     Blogs Are Link Bait – Blogging can be powerful from a linking standpoint.
      People welcome linking in blogs so more links back to your site, means better
      search engine rankings.
●     Gain Visibility as a Thought Leader - demonstration of your thought
      leadership, and professional insights.


Source: HubSpot - http://blog.hubspot.com/blog/tabid/6307/bid/1676/6-Reasons-Every-Small-Business-Should-Be-Blogging
Are-You-Missing-the-Boat.aspx
Search out and begin commenting on other people’s
blogs:
● Search for relevant Blogs
  ● Blogsearch.Google.com
  ● Technorati.com
  ● Icerocket.com
● Commenting
  ●   Share an example
  ●   Add a point
  ●   Add a useful link
  ●   Disagree
  ●   Ask a question
●   Writing – Topic Ideas
    ●    List of 5 ideas, trends or thoughts
    ●    Publish a list of links
    ●    Take a recent experience and share it
    ●    Answer questions you received recently
    ●    Turn a press release into a blog article
●   Just starting out? Here is a list of free links in blog directories that you can get for
    your blog with no-reciprocal link requirement:
    1.   www.blogarama.com
    2.   www.globeofblogs.com
    3.   www.bloggapedia.com
    4.   www.blogflux.com
    5.   www.superblogdirectory.com
    6.   www.bloggernity.com
    7.   www.bloggio.com

●   Monitor and measure your own blog – www.blogpulse.com
    ● Helps analyze and report on the daily activity of your blog
    ● Who’s responding and linking to blog
    ● Trends in blog activity
    ● What blogs are similar to yours
● Social networking involves 2-way communication and the
  conversation
● Social media is a platform that gives businesses a chance
  to establish a more personal relationship with existing and
  potential customers
● Forrester Research study showed 92% of B2B technology
  buyers consider themselves engaging in some form of
  social media
Do you agree or disagree that Social Media will…


  Compliment other tactics


  Standard tactic

  Budget for it
● Getting started:
  ● Check out www.searchwiki.com – seek out social
    networking sites
  ● Get an account set-up and build profiles
    ● LinkedIn
    ● Face Book
    ● Twitter
  ● Look for Q&A and Discussions to participate in
● Terminology:
  ● Drip marketing
  ● Relationship marketing
● Defined:
  ● Initiating a conversation with
     prospects and customers over
     period of time
  ● Growing relationships by sending
     unique and valued messages to
     prospects and customers on a
     regular basis
  ● Leave a positive imprint in their
     mind until they're ready to buy!
● Longer sales cycles, increased competition, ever-
  changing business climate – need to be there when they
  are ready to buy
● Forget about the one-off effort! According to the Direct
  Marketing Association, a prospect will need to see/hear
  your message 3 times to recognize you and a minimum
  of 9 times to make a sale
● Nurture marketing process leads to:
  ● Better qualified leads
  ● Higher close ratios
  ● Stronger sales pipeline
  ● Shorter-than-average sales cycles
●   Creating consistency
●   Messaging based on who targeting
●   Value-based offers
●   Setting the rhythm:
    ● Plan should include:
      ● Target List
      ● Messaging and Content
      ● Frequency and Execution
      ● Measurement
● Understand and profile who you want to nurture:
     ●   What makes up a good customer for your company?
     ●   What are the characteristics?
         ● Industry focus, company size, geography, revenue, etc.
     ●   What problems does my prospect need to overcome each day?
     ●   What is the prospect’s top priority right now?
● Build a list of Prospects, Leads, Customers
     ●   Prospect = no formal communication or has not responded to
         your company in the past
     ●   Lead = Prospective customer who has responded to your
         communication in past and/or is someone in pipeline
     ●   Customer = existing or former customers who have done
         business with your company
● Segment your list into A, B and C prospects and
  customers
● Deliver communication and offers applicable to each

  Prospects    E-Newsletter   Direct Mail   Email   Dimensional   Telemarketing   Sales Contact
                                                    Mail
  Prospect A   Yes                          Yes     Yes           Yes             Yes

  Prospect B   Yes            Yes           Yes                   Yes

  Prospect C   Yes            Yes           Yes

  Customers

  Customer A   Yes                          Yes     Yes           Yes             Yes

  Customer B   Yes            Yes           Yes                   Yes

  Customer C   Yes            Yes           Yes
●   Know your audience and ask yourself
    ●   How can we build credibility?
    ●   How can we show that our products/services will help them achieve
        goals?
    ●   How can we differentiate ourselves?
    ●   How can we become a trusted advisor/expert to prospects and
        customers?

●   Integrate ―pains‖ messaging:
    ●   Getting More Organized to Save Time and Money: Do more with reduced
        time, people, and finances; improve teamwork and collaboration; and stay
        connected to the business while away from the office.
    ●   Managing Cash Flow: Make your finance, operations, and other business
        processes more efficient. Gain better insight into what drives revenues
        and expenses, so you can improve your financial position and make more
        informed decisions about where to best invest resources.
    ●   Finding and Retaining Customers: Find customers more cost-effectively,
        close deals faster, and improve customer satisfaction.
    ●   Reducing IT Costs and Risks: Stay focused on running the business—not
        wasting time and money dealing with network disruptions or fighting fires.
● We all consume media differently
  ● Email, telemarketing, direct mail
  ● Need to stand-out
● Use a common theme to break through the clutter
  and get your message across
  ● Choose a theme that’s:
     ●   Fun
     ●   Topical
     ●   Engaging
     ●   Memorable!
● Execution includes:
  ● Following a plan
  ● Resources and funding to keep
    momentum
  ● Multiple tactics (direct mail, email, phone)
  ● Multiple offers to move your audience
    along in the sales cycle
● Setting the rhythm…move prospects along
  Timing (every 30 days)   Action
  Contact #1               Introductory call with follow-up email
                           (Get permission/verify contact information)
  Contact #2               Email with offer educational report/article

  Contact #3               Direct mail with white paper offer– ROI of ERP

  Contact #4               Email newsletter

  Contact #5               Email and link to relevant case study or podcast

  Contact #6               Direct mail invite to webcast with follow-up phone
                           call
  Contact #7               Follow-up touch base phone call - reminder

  Contact #8               Email newsletter

  Contact #9               Phone call to touch base and prospect interested in
                           meeting with you!
● Monitor and analyze
  ● Track each phase of plan and response – can’t improve
     what you don’t measure!
     ●   # of responses and qualified leads
     ●   # of closes
     ●   Number of downloads by offer
     ●   Number of appointments made
     ●   Track your web traffic
     ●   Measure ROI

  ● Be flexible and make changes as necessary

  ● Ensure continued support and funding to continue
     nurturing
 Think long-term – anything worthwhile takes
  hard work and persistence
 Know who you want to target and what they
  are interested in
 Build relationships that are personal and
  respectful
 Offer information that is educational
 Consistency and follow-up is key
 Measure and track
               Does this sound familiar?

"Two business owners meet at a networking event. Their
businesses compliment each other so they touch base
after the event and they talk about how they could refer
business to one another. But, after they put the phone
down, they never talk again."
● What are you doing from a referral
  perspective?
● Do you get referrals?
● Do you provide referrals?
● Informal? Formal program?
● The act of being referred is a validation of
  your value and credibility
● Potential customer has already been pre-
  sold
● Have a high return-on-investment – small
  efforts that don’t cost a lot of $$
● Generate high quality customers and
  business for the company
● Referrals allow you work with people you
  like and perform services that you enjoy
● Concept is pretty simple – ―People will do
  business with, and refer business to, those
  they know, like and trust‖
● So, why don’t we do it more?
  ● Good referral sources are also elusive and can
    be hard to define/identify
  ● No plan or strategy to get referrals
● What hurts our ability to get referrals?
  ● Referral source is not educated on our
    products/services
  ● Thinks you may be too busy
  ● Questions your ability to deliver
  ● Does not feel comfortable putting his/her
    reputation on the line
  ● Referral source is unsure of what he/she will
    get out of it
  ● Don’t actively seek and communicate with
    referral sources – no consistency
●   Customers and their contacts
●   Vendors
●   Partners
●   Industry association leaders/members
●   Centers of Influence
    ● CPA’s
    ● Bankers
    ● Consultants
● Develop list of key referral sources – start
  small
● Develop plan and calendar to make regular
  contact
● Set yourself apart – what makes you different,
  focus on messaging, offers and theme
―Out of sight means out of mind‖
•   Mailings
    ● Topical articles
    ● Reprints
    ● Letters
    ● Thank you notes
•   Meetings
    ● Personal, one-on-one meetings
    ● Seminars
    ● Receptions, dinners, events
    ● Association activities
•   Email
    ● Forward items of interest
    ● Quick notes, etc.
•   Phone
•   Number of referrals received/given
•   Types of referrals
•   Frequency of contact and type of activity
•   Follow-up efforts
•   Close ratio
 Can’t afford not to be integrating referrals
  into your marketing efforts
 Start small - develop list of top possible
  referral sources
 Develop plan to communicate
 Offer information that is educational
 Consistency and follow-up is key
 Measure and track
• Keep marketing and be smart about budgets
• Online marketing – make greater investment
  and try new tactics
  ●   Tune-up your website and SEO
  ●   Subscribe to top blogs and follow
  ●   Produce and publish content
  ●   Get Social
● Traditional marketing – focus on nurture and
  referral marketing
• Track and measure – make sure your
  marketing $$ are working for you
     ●   Marketing consulting group focused on helping small to mid-market companies
         grow their business through effective marketing strategies. Services include:

         ●   Marketing planning and budgeting
         ●   Campaign development and execution
         ●   Outsourced marketing management
         ●   Direct marketing
         ●   Collateral creation
         ●   Telemarketing
         ●   Newsletters
         ●   Success stories
         ●   Website development and strategy
         ●   Event planning
         ●   Press releases

     ●   Contact Jennifer Culbertson
         jennifer@lookingglassmarketing.com
         614-453-5927
         www.lookingglassmarketing.com

44
Thank You for Attending!

				
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posted:4/11/2011
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