Boost Sales and Leads with Online Marketing Strategies
•Download as PPTX, PDF•
2 likes•7,257 views
In this presentation, CEO of Aristotle, Marla Johnson Norris, explains the best ways to use online marketing to fill a company's sales pipeline including: Learn how to enhance your online properties and promotions New technologies and advancements in online marketing Social media and company sales strategies The formula for ridiculously effective online lead generation for both domestic and international audiences
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to Boost Sales and Leads with Online Marketing Strategies
Similar to Boost Sales and Leads with Online Marketing Strategies (20)
Recently uploaded
Recently uploaded (20)
Boost Sales and Leads with Online Marketing Strategies
- 1. April 22, 2014 | World Trade Center Arkansas Marla Johnson Norris @marlajono Climb Higher than the Competition for More Bountiful Results
- 3. How to get MORE, higher fruit: • Do Web, Social, Email better. • Have a PLAN to drive business that you can share and IMPLEMENT. • Use the Internet as your Lead Gen Machine.
- 4. • Get the Zen of It.
- 5. I will cover: 1. Keys to thinking about your online marketing and sales strategy
- 6. 2. The formula for ridiculously effective online lead generation
- 7. I will cover: 3. The role social media and email marketing have in your company’s sales strategy
- 8. 4. How new online marketing technologies and advancements can enhance the way you fill your sales pipeline
- 9. Keys to thinking about your online marketing and sales strategy
- 11. FREQUENCY & COMMUNICATION OUTREACH & AWARENESS LEAD GENERATION
- 12. It is the nature of man to rise to greatness if greatness is expected of him. John Steinbeck
- 13. A dream is just a dream. A goal is a dream with a plan and a deadline. Harvey Mackay
- 14. KEYS to extending market reach: • Be your authentic self… online. • Find YOUR professional/personal voice… online. • Think of your online presence as being about CONNECTING with others with gratitude, kindness and humor… online. • Study and focus on your audience and give them what they need and want… online.
- 15. • Now is not the time to slough on great website content! • PEOPLE and SEARCH ENGINES depend on it. WEBSITE
- 16. WEBSITE AUDIENCE 1. Think first about your target audiences. Who is out there in your audience? 2. (Imagine your audience out there naked.) 3. Write for top three potential customer categories. (SEO)
- 17. WEBSITE CONTENT 1. True Benefit Statements 2. Real Testimonials 3. Authentic Images 4. Be the BEST YOU 5. Humor and Fun
- 18. WEBSITE PROCESS 1. Definitely look at peer websites. 2. Make notes. 3. Forget about it. Do YOUR thing!
- 20. Mobile Madness This year, mobile is predicted to overtake desktop Internet usage.” (Microsoft Tag, 2014) 72%of Americans browse the Internet on their mobile phones. (International Telecommunications Union, 2014)
- 24. Stunning Website Redesign 1. Responsive Web Design 2. Easy-to-use CMS 3. Intuitive Navigation 4. Positive User Experience 5. Great Graphics
- 25. Website – KISS IT!
- 26. Responsive Website Design & CTAs
- 29. Add Video Now! • Engage and educate • Show up better in search engines
- 32. The formula for ridiculously effective online lead generation
- 33. FREQUENCY & COMMUNICATION OUTREACH & AWARENESS LEAD GENERATION
- 34. FORMULA: Audience Message + Fun Creative + Outreach Calendar (Search, Social, Email, Ads) + Landing Page CTA METRIC$
- 35. MESSAGE & CREATIVE: • Website, Email, Social, SEO, Ads • Benefits to Audience (pain) • Offer or Urgency • Personalization or Caring • Unique and Fun
- 36. OUTREACH CALENDAR: • Pulsed Outreach – ADS, SEO, PPC, Social (YouTube, Pinterest…)
- 37. Social Outreach: YouTube… Tennessee Valley Authority creates tons of video content, leading to 80,000 video views.
- 38. LANDING PAGE & CTA: • Landing Page CTAs by Audience/Product FREQUENCY & COMMUNICATION OUTREACH & AWARENESS LEAD GENERATION
- 39. Song of Arkansas
- 40. Song of Arkansas • February 10th – 24th: Voting • March 3rd: Notifying the winner • March 10th: Announcing at the Governor’s Conference
- 42. Song of Arkansas: Contest Page Visits to Landing Page: 48,824 Entries: 230 Total Sales Leads (clicks to partner sites): 746 Nov 26, 2013 – Feb 19, 2014 Arkansas.com/song-of-arkansas.com
- 43. Song of Arkansas 34,000 Votes 10% of Web Traffic
- 44. AGILE METRICS/Lean Learning • Try Something Small • Fail, Learn, Try Again • Experiment • Measure & Report Monthly
- 45. METRICS that follow the money: Key Performance Indicators (KPIs) • Website • Program Applicants (e.g. Leadership & Delta Doctors) • Qualified Leaders • Portal Login Sessions • Quality Funding Applications • PDF downloads • Visits/Unique/Geo • Site Engagement • Social Media/PR • Followers/Connections • Reach & Engagement • Shares • Clicks to Website • Email • Subscribers • Open Rate • Click through Rates
- 46. The role social media and email marketing have in your company’s sales strategy
- 47. Social & Earned Media FREQUENCY & COMMUNICATION OUTREACH & AWARENESS LEAD GENERATION
- 49. KEY: It’s ALL about Relationships • Be present. Then tweet. Don’t be interruptive. • What insight did you gain? • What people did you meet? • What do you love about this group? @marlajono
- 50. Creative Tactics 1.Campaigns a. Sweepstakes b. Promotions 2.Videos a. Web Series b. Interviews c. User Stories
- 51. Creative Tactics 3. Photography a. Infographics b. Behind-the-scenes c. Events d. Conferences 4. Presentations a. Webinars b. Slideshare PPTs
- 52. Workflows 1. Objective-Based Workflows a. Initiatives based on social objectives b. Workflows coordinate with content calendar c. Workflows create systems of accountability and efficiency
- 53. Content Calendar
- 54. Content Calendar Advantages of a Content Calendar • Simplifies workflow • Coordinates staff • Keeps objectives in mind
- 55. • Hashtags (#) – topics, themes and even messages • Handles (@) – people SOCIAL
- 56. KEY: It’s ALL about Relationships • Twitter – Give props. Share. • Instagram - Integrate w Twitter & Facebook • Facebook – More personal but also about mission/work/community • LinkedIN - Great job or meeting messages. Reviews and endorsements • YouTube – Video telling stories, sharing laughs. You are fun to work with, right? @marlajono
- 57. KEY: It’s ALL about Relationships • Hootsuite - Managing your messaging including DMs • Pinterest – The shareable image or infographic • Website – Complete and comprehensive information. Call to action (CTA). Binding all others. SEARCH PERFORMANCE @marlajono
- 59. 4. How new online marketing technologies and advancements can enhance the way you fill your sales pipeline
- 60. • Create Great Content • Reach Out to New Customers • Pull Them into Your Sales Pipeline Pipeline
- 61. Benefit & Value Statements
- 62. Online Marketing Toolbox and Content Marketing
- 63. Integrated Campaigns Fire on ALL Cylinders
- 64. Online Lead GenerationHigh Speed Internet for Your Business aristotleisp.com Get High Speed Internet for your business with speeds up to 100 Mbps Sign Up Today - Get Installation Offers Locally-Grown High Speed Internet aristotleisp.com High speed Internet starting at $29.99/month. Get Free Installation in March SEARCH: Calls To Action & Urgency
- 65. Online Ads - Lead Generation • TARGET by geography, behavior and interests • Paid Search • SEO
- 66. 4 Simple Steps for Calls To Action 1.) Write a Clear and Compelling Message 2.) Make it Big and Bright and ‘Buttony’ 3.) Place it ‘Above the Fold’ 4.) Optimize CTA for SEO
- 67. Website – CTAs & Educating Customers
- 68. Comparison Shopping & Retargeting •Ad servers •Remarketing •Market Segmentation
- 69. Email for B2B 72%of B2B BUYERS are more likely to share useful content via email.” 64%of decision-makers read their email via mobile devices. Source: Earnest Agency, 2013
- 70. Stunning Email Design 1. Desktop & Mobile Friendly 2. Photo & Video Rich 3. Brand Consistent
- 72. Key Takeaways • Plan and experiment to learn • Keep your message simple and consistent online and offline • Have great calls to action • Optimize for mobile • Tell your story better with video • Stay in touch with customers and promote your business with social
- 73. Now Go FIRE ON ALL CYLINDERS!
- 75. Scale Your Support • Get CREATIVE SUPPORT • Get TECHNICAL SUPPORT (IT) • Get SALES SUPPORT • Get OUTREACH/MARKETING/MEDIA SUPPORT (staff/employee) for your company, workload and staffing demand for size of company.
- 76. Scale Your Support • Storytellers – content creators, videographers, photographers, short/sweet writers • Technically-savvy types – using the tools we need today – CMSes, Facebook Insights, Hootsuite, Database modeling, email marketing, social platform understanding
- 77. FORMULA • Plan and experiment to learn with your outreach messaging/benefits • Basics of Marketing – audience focus, messaging (calendar), timing/seasonality for relevance in SEO, PPC, Social & Ads • Landing Pages – mobile, tablet, desktop • CTAs by Audience – urgency or specialness • Following the Money – tracking media conversion to actions (KPIs)
Editor's Notes
- Summary & GoalThe purpose of this training is to give the DMOs in Kentucky the basic knowledge needed today to market their destinations successfully online. This is five hours of training. AudiencePrimarily CVBs in KentuckyOutlineStrategy – Audience, Content (Assets), Calendar, Channel and Measurement (ACCCM). We will put together the basic plan for each CVB attending. Within this plan will fit the tactics explained throughout the day.Platforms – A brief overview of how destinations need to select the platforms on which they will build their online marketing efforts. There are different website development platforms and social networking platforms. CVBs need to know some basics to make sure their marketing efforts integrate nicely. Search – Search is a powerful tool on the Internet and deserves special attention. Both organic and paid search. Search drives the kind of content we have online. Website Content – The website content must engage and close the deal. This is how to do that. Video – Video has grown in importance and knowing what video to have in the DMO arsenal and how to use it is imperative. Social – A lot of our engagement with customers has moved over to social networks. How do we build this into our plan and which networks deserve the most attention? Mobile – Mobile websites are imperative. What about mobile apps? What considerations are there to developing AND advertising on mobile. Online Advertising – Online advertising gives a great bang for the buck. How to evaluate and determine your online advertising strategy. Email Marketing - Email is still alive and well. The email addresses you have are valuable and should be used appropriately. This is how to do that. Review Apps and Sites – There are many major players consulted daily about your tourism offerings on Yelp and Trip Advisor. How do you build these important players into your plan? Tracking – There is no plan without measurement. What measurements are required and what kind of regular reporting do you really need?
- Insert Video
- Delta Regional has 1200
- Needs to be updated
- Insert Video