© 2013 SVM E-Marketing Solutions
STOP MARKETING LIKE IT’S 1999! PART 2: HOW TO BUILD AN ONLINE MARKETING MACHINE
July 11, 2013
Download handouts (PDF) :
www.mdm.com/slides
Produced by:
© 2013 SVM E-Marketing Solutions
Download handouts (PDF) :
www.mdm.com/slides
Tom Gale
Publisher
Modern Distribution Management
Bob DeStefano
President
SVM E-Marketing Solutions
Speakers:
© 2013 SVM E-Marketing Solutions
Presented by
Bob DeStefano
Stop Marketing Like it’s 1999! How to Build an Online Marketing Machine
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Online Marketing Machine: An Integrated Approach to Producing Results
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Attract Targeted Prospects with Search Engine Marketing
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Convert Visitors Into Leads with a Customer-focused Website
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Nurture Relationships with Email & Social Media Marketing
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Measure Marketing Results with Marketing & Web Analytics
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Attract Targeted Prospects with Search Engine Marketing
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
If Google can’t
find you,
No One Can!
What is
Search Engine Marketing?
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
What is
Search Engine Marketing?
Organic Search Results
AKA “natural” results
Draws 75% of the clicks
Ranking is determined by: Relevancy Link popularity
You earn your way in
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Paid Search Results
AKA “pay-per-click”
Draws 25% of the clicks
Ranking is determined by: Bid amount Relevancy Budget
You buy your way in
What is
Search Engine Marketing?
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Perform Keyword Research
https://adwords.google.com/o/KeywordTool
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Optimize Your Website
How People See Your Website
How Google Sees Your Website
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Optimize Your Website
Create a keyword plan for your Website
Create great keyword–rich Website copy
Code your Website for success
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Build Inbound Links to Your Website
Fill your
Website
bucket with
Inbound
Links
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Run a Results-focused
Paid Search Campaign
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Run a Results-focused
Paid Search Campaign
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Convert Visitors Into Leads with a Customer-focused Website
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Make Sure Your Website is
Customer-focused
Don’t be Egocentric
with your Website
ME
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Design Your Website for
Niche Target Audiences
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Make Strategic Use of Your Home Page
Your Website’s
Welcome Mat
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Guide Your Niche Audiences Through Your Website
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Showcase Your Knowledge in an
Educational Resource Center
Market Your
Knowledge
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Make it Easy for
Customers to Buy
Make it Easy to Choose Products
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Make it Easy for
Customers to Buy
Offer Compelling
Product Pages
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Turn Your Website into a
Lead Generation Machine
Only 10% of Web Visitors are Ready to Buy
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Turn Your Website into a
Lead Generation Machine
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Turn Your Website into a
Lead Generation Machine
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Nurture Relationships with Email & Social Media Marketing
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Leverage Personalized
Email Marketing to Nurture
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Build an Email List
Online & Offline
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Create an Educational
Email Newsletter
Personalize
Messages
from
Sales Reps
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Send Customers
Targeted Promotions
Mine Your
Sales Data
for Offer &
Promotion
Ideas
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Produce a Blog
Businesses
that blog
generate
67% more
leads
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Syndicate Your Knowledge on
Social Networking Sites
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Relationships Content Sharing
Connections
Friends
Followers
Circles
Videos
Presentations
Images
Documents
The Social Networking
Landscape
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Syndicate Your Knowledge on
Social Networking Sites
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Syndicate Your Knowledge on
Social Networking Sites
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Syndicate Your Knowledge on
Social Networking Sites
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
LinkedIn Drives the Most Leads for B-to-B Companies
Leads generated in one month
Source: LeadForce 1 Study
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Leverage LinkedIn as a
Marketing Tool
Create a
Robust
Profile
for you &
your company
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Leverage LinkedIn as a
Marketing Tool
Share your
knowledge in
Groups
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Leverage LinkedIn as a
Sales Tool
Warm Call
prospects on
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Measure Marketing Results with Marketing & Web Analytics
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Measure the Success of Your
Website
Setup Google
Analytics
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Track Your
Online Leads and Sales
Track leads & sales with
Conversion Tracking
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Measure Your
Search Marketing Success
Measure your leads & sales
from Search
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Measure Your
Social Media Success
Measure your leads & sales
from Social Media
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Measure Your
Email Marketing Success
Measure your leads & sales
from Email
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Measure
All Marketing Success
Print Advertising Direct Mail Search Marketing Banner Ads E-Newsletter
(888) GET-LEADS Unique Toll-free Numbers
Campaign Landing Pages Company Website
Marketing
Analytics
System
Marketing ROI Reports
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
So what are you going to do?
Do something!
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Online Marketing Resources
svmsolutions.com/checklists svmsolutions.com/analysis
(877) 786-3249 x3
Website Analysis
‘How To’ Guide
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Online Marketing Resources
Toolkit $195 $156
• mdm.com/toolkit
B-to-B Online Marketing Toolkit A step-by step plan for leveraging Online Marketing to Produce Bottom-Line Results
115 Page ‘How To’ Manual
Toolkit & Webcast DVD $219 $175
• mdm.com/toolkit-bundle
~ Discounted through 7/31/13 ~ Promo Code: Webcast20
© 2013 SVM E-Marketing Solutions © 2012 SVM E-Marketing Solutions
Connect with Me
Bob DeStefano
Email: [email protected]
Phone: 1-877-786-3249 x234
Website: svmsolutions.com
Blog: bobdestefano.com
LinkedIn: linkedin.com/in/bobdestefano
Twitter: twitter.com/bobdestefano
Facebook: facebook.com/svmsolutions
© 2013 SVM E-Marketing Solutions
STOP MARKETING LIKE IT’S 1999! PART 2: HOW TO BUILD AN ONLINE MARKETING MACHINE
Questions?
Download handouts (PDF) : www.mdm.com/slides or contact [email protected]