Op-Ed-Online-Marketing-Ebook

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Op-Ed-Online-Marketing-Ebook

About the AuthorsRobert ClarkeI’ve always believed that marketing is aboutmessaging. Op Ed is a newspaper term,and we play up the theme because we liketo think of a newspaper as the ultimatemetaphor for messaging. With the steadyflow of new marketing tools and tactics, it’sstill important to ensure that effectivecommunication underlies everything you do.My areas of focus are…• Copywriting and Content Marketing• Email Marketing• Conversion Rate Optimization (CRO)• Ecommerce• Online Referral MarketingChris BarnesWhether it’s teaching college students,junior marketers, or clients, I’ve come tolearn that simplicity is the key to learning.That’s why I think that even with theendless stream of marketing tools andtechnology, online marketing boils downto three things: attracting, converting, andkeeping customers.My Areas of Focus are…• Pay Per Click (PPC) or Search EngineMarketing (SEM)• Search Engine Optimization (SEO)• Ecommerce• Email Marketing• Conversion Rate Optimization (CRO)


Table of ContentsWho is this eBook for?Introduction“Those Three Words”Pay Per Click (PPC)Search Engine Optimization (SEO)Email MarketingWeb DesignContent MarketingSocial MediaConversion Rate Optimization (CRO)Online Referral MarketingRemember Those Three WordsHow We Can HelpHow You Can Help456814202632384450565859


Who is this eBook for?Business OwnersWho are looking for a starting point for online marketing (or just need help makingsense of it).MarketersWho want to learn ways to align online marketing tactics with a strategy that canlead to more success for their clients and businesses.SalespeopleWho want to know more about ways to generate leads and convert them intocustomers using online marketing.4


IntroductionThere’s a whole lot going on.Pay Per Click (PPC), Search Engine Optimization (SEO), Email, Social Media, ContentMarketing, Conversion Rate Optimization (CRO), Ecommerce, Responsive Web, Phones,Tablets, Phablets, and an endless stream of new tools and technologies.It can be challenging. It can be confusing. It can be downright overwhelming!But take a deep breath. Things are about to get a lot simpler.That’s because when it comes to marketing your business online, you need only focus on threewords: ATTRACT, CONVERT, and KEEP.Yup. That’s it. Three words.When you’re finished reading this eBook you’ll be able to better understand all the main tacticsof online marketing.But more importantly, you’ll know how each tactic aligns to the strategy of ATTRACTING,CONVERTING, and KEEPING customers.Ready? Let’s get started.5


Those Three WordsWe’ve spent a lot of time practicing online marketing.We’ve written hundreds of blogs and articles, built dozens of websites, did the social mediathing, managed millions of dollars in Pay Per Click (PPC) budgets, improved rankings on searchengines, managed Ecommerce sites, and sent out thousands of emails as Email Marketers.What did we learn doing all these things?That no matter what type of online marketing we did, the goal was always to: ATTRACT traffic toawebsite,CONVERT visitors into leads or customers, or to KEEP customers engaged with thebrand.Some examples:Type of Marketing Tactical Goal Strategic GoalSearch Engine Optimization Increase Search Engine Rankings Attract More VisitorsWebsite OptimizationEmail MarketingOptimize Website through A/B andMultivariate TestingKeep existing customers engagedthrough email communicationsConvert More Visitors into CustomersKeep More CustomersYou name it – PPC, SEO, Email, Web Optimization, Social Media – every type of onlinemarketing aligns with one, two, or all three of these things.6


Attract, Convert, Keep ModelStrategy: Get More People to YourWebsiteStrategy: Keep existing customers happy, engaged,and enable them to help build your fans, andcustomer base.Tactics:• Referral Marketing• Content Marketing• Email Marketing• Social MediaTactics:• PPC• SEO• Email Marketing• Content Marketing• Social MediaStrategy: Convert People that Visit Your Site intoFollowers, Prospects, Leads, or CustomersTactics:• Conversion Rate Optimization (CRO)• Content Creation• PPC• Email MarketingOp Ed PieceOnline marketing isan integrationbetween attracting,converting, andkeeping customers.Each part affectsanother. It’s kind oflike a Rubik’s Cube:each move you maketo align colours onone side will affectthe colours on theother sides. And totruly be successful ata Rubiks’ Cube, youcan’tjustfocusonasingle side, you haveto get all the sidesright.- Robert7


Pay Per Click (PPC)PPC is simply the quickest way to gettraffic to your website and generateleads and new business. You can trackevery click, every customer, and everypenny to calculate your ROI.When you’re paying people to visityour site, converting them intoprospects is paramount. At the veryleast you need to capture theirinformation so you can start marketingto them.PPC primarily focuses on attractingvisitors and converting them intoleads and prospects.


Did You Know?• Businesses make an average of $2 inrevenue for every $1 they spend on AdWords(Source: Google Economic Report)• For high commercial intent search queries,the top three ad spots take about 40% of theclicks on the page(Source: The War on Free Clicks)• Even with a #1 organic ranking, PPC Adsprovide 50% incremental clicks(Source: Google Research)9


Pay Per Click (PPC)What is it?Pay Per Click (PPC), Paid Search, or Search Engine Marketing (SEM) allmean the same thing: making sure people looking for your product orservice find you.That’s worth repeating.Pay Per Click is about connecting you to people who are actively seekingyour product or service and ensuring they find your business (and not yourcompetitor’s).It’s like the Yellow Pages for the internet.PPC has two main components:1. An ad2. A landing pagePPC involves keyword research to help discover the best way (andcheapest) for prospects to find your business.Op Ed PiecePPC will tell you: howmuch you’ve spent,how many leadsyou’ve accumulated,the cost per lead,how much revenueyou’ve earned, howmuch profit you’veearned, and howmuch your ROI is. Isthere any type ofmarketing that cangive you that kind ofdata, and on a dailybasis?- ChrisAnd after they click your ad and land on your website, they need to bepresented with the right information to drive them to contact your businessor make a purchase.10


PPC Example1. The Search2. The Ad3. The Landing PageThe Good…• A nice, simple design void of clutter anddistractions. This allows me to focus on thetask at hand (searching for a hotel inOakville).• I like how it lets you compare Kayak.com withits competitors, this helps reduce myperceived risk of using a lesser-knownsearch tool.• Love how my location is already prepopulated,and without even having to searchthere’s some hotels for me to browse in theright hand column.The Good…• I’m looking for an affordable hotel, so“cheap” is good too!• 473,349 people follow or haveGoogle+ Kayak.com, that’s showingme that it’s a popular site, increasingmy likelihood of using it too.The Not So Good…• The ad makes no mention of where I’mlooking (Oakville)• “Great Rates” and “Top Deals” aren’t agreat hook, make me an irresistible offer!• “Find Top Deals From 100s Of Sites”.Hmm. Does that mean Kayak.com onlyhas a few hundred hotels to choose fromacross the country, the continent, theplanet?The Not PPC so Good… is simply the quickest way to get• There’s traffic really to your not awebsite whole lot and to critique generate about leadsthis landing newpage.business. The only thing I wouldsuggest is that the “save 25% or more”needs to be much more prominent (that’swhy I’m here, to save!).When you’re paying people to visit your site,converting them into prospects isparamount. At the very least you need tocapture their information so you can startmarketing to them.PPC primarily focuses onattracting visitors andconverting them into leadsand prospects.11


10 Tips to PPC Success1. Be Web ReadyEnsure your website is set-up for a PPC campaign, complete withan incentive or promo, a crystal clear call to action, and an easyform to complete (or number to call). You’ll want to measureevery click, lead, and customer to calculate your ROI2. Set Your Budget, SmartlyAt first, bid higher than Google’s recommended bid amount toensure your ad appears on Google search results and so you canstart gathering data. As your Click Through Rate (CTR) increases(as well as your Quality Score), you can lower your bids.3. Target the Right KeywordsJust because you’re a company that does “executive coaching”doesn’t mean that’s how people will search for you. Use Google’sKeyword Tool and look at your Google Analytics keyword trafficsources to learn more about what keywords people use to findyour type of business.4. Use Keywords in AdsThis will not only make the ad more relevant to the user (andincrease the likelihood of someone clicking on it), but Google willalso bold the keywords in the ad to make it stand out amongstyour competition.5. Don’t Send People to Your HomepageInstead, send them to the relevant product or service page on yoursite based on the ad they clicked on. Don’t forget to use a clearcall-to-action.6. Be Careful with Google Display NetworkThe GDP has lower Click Through Rates (CTR), but higher trafficvolume compared to AdWords. But iit can be effective at creatingawareness around a problem that your business has the solutionto (e.g. “Did You Know Sidewalk Salt is Unsafe for Pets? Get Pet-Friendly Salt Here”).7. Be Mobile ReadyDon’t run ads on devices such as mobile phones unless yourwebsite is mobile-friendly. And if you do, remember that theneeds of a mobile user can be much different than a desktop user,so customize your ads accordingly.8. Target the Right LocationsGoogle lets you select zip/postal codes, states/provinces,counties, cities, and specific geographic areas. Don’t wastemoney on ads that serve people outside your intended audience.9. Optimize Your Ads, AlwaysIf you put your ads on autopilot, you’re wasting money. As you getmore data from your ads, shift budgets to higher converting adgroups, test different offers, and split test landing pages to seewhich ones get more conversions.10. Consider OutsourcingA PPC vendor can provide the “3 E’s”: Experience managing avariety of campaigns; Expertise in terms of the tricks of the trade;and Effort as far as the amount of time it takes to optimizecampaigns on a monthly basis. Ensure they have their Google orBing Certifications.12


PPC ResourcesTools• Wordstream• Acquisio• Google Keyword ToolTips• 3 Reasons to Use a Google Certified Partner for Your PPC Campaigns• Critiquing Your Google AdWords Campaigns• What’s Paramount in Paid Search? RelevancyResources• Google AdWords• Certified Knowledge13


Search Engine Optimization(SEO)SEO is simply the best way to attractfree, organic traffic. It’s an investmentthat is less a sprint, and more of amarathon, but when done right willdeliver high-volume, high-quality visits atno cost.SEO is an indirect conversion strategy, asit means people are finding you aftersearching for a keyword related to yourbusiness. It’s important to structure yourwebsite in such a way that every page ispart of a larger conversion funnelstrategy.SEO is primarily an ATTRACT andCONVERT strategy.


Did You Know?• Leads from SEO have a 14.6% close rate,whereas outbound such as direct mail has a1.7% close rate(Source: Rainbowseo)• 60% of all organic clicks go to the top threeorganic search results(Source: Optify)• 75% of users never scroll past the first pageof search results(Source: SearchEngineFacts)15


Search Engine Optimization (SEO)What is it?Search Engine Optimization (SEO) is the practice of improving andpromoting your website to attract more visitors from search engines.Much like that of PPC, the goal of SEO is to ensure when people search forkeywords related to your business they find you (and not your competitor).There’s many moving parts to SEO, including:• On-Page Optimization (the words on your page)• Off-Page Optimization (the links to your site from other sites)• Website Architecture (making sure your site is structured in a waysearch engines understand)• Website Usability (ensuring your site is optimized for the people whouse it)• Marketing and promoting your site and its contentsOp Ed PieceSEO is NOT a sprint,it’s a marathon. Ittakes expertise,creativity, and a dailycommitment. Anddespite what manyexperts would haveyou believe, there’sno secret sauce toSEO.-ChrisWhat’s important to understand is that search engines like Google use analgorithm to determine search rankings. And these algorithms are alwayschanging, and so is the practice of SEO.16


How Google Sees Your SiteHow a website looks to youHow it looksto GoogleA Search Enginelike Google seesyour website asan amalgamationof text, links,titles, and tags.17


10 Tips for SEO Success1. Don't use Flash or SilverlightSearch engines have a difficult time reading these technologies,and thus any valuable content included in them will likely remaininvisible.2. Write for People, not Search EnginesFocus on creating valuable, useful content that your readers willlove and share. Don’t “cloak” content that’s hidden to people butreadable by search engines (Google will penalize you). Makesure that your elements and ALT attributes are descriptiveand accurate.3. ‘No Brainer’ NavigationSimplify your site with a clear hierarchy and text links. Everypage should be reachable from at least one static text link.Ensure this is the case by creating a sitemap that links to allpages on your site with text link.4. Keyword Placement is KeyUse keywords to create descriptive, human friendly URLs. Fit keywordsin title tags of pages at least once (preferably near the beginning), andat least 2-3 times, including variations, in the body copy on the page.Don’t forget to use keywords in image tags for when people search theweb for images.5. It’s Nice to Entice!Use descriptive titles that people will want to share. When a usersees your title they should be excited and want to click on itbecause it sounds interesting, not because they notice it has thesame keyword that they typed in Google. Promote sharing withsocial sharing widgets and icons – and by asking!6. CTA! CTA!Use a call-to-action in your meta description with close to nofocus on keywords. Just as with the title, the meta descriptionshould be exciting and compel the reader to click through andfind out more.7. Faster is BetterLower you’re website’s page loading time, as search engines willpenalize slow sites. Choose a web host with a professionalconfiguration, use clean html and css code, and leveragebrowser caching for faster load times for returning visitors.8. Fresh Content is FruitfulUpdate your website with content that is fresh, useful, andunique. Visitors should love to share with others. You shouldfocus on producing content that is naturally shared and linked to.In other words, link earning in addition to link building.9. Show Symbols of TrustSearch engines love signs of engagement with websites such aslow bounce rates, high pageviews, and longer time on site.Keep visitors on your site with trust symbols such as industryaccreditations, awards, customer logos and testimonials. Evena valid phone number and address will help.10. Don’t “Get” Links, Earn LinksGet links from sites that are relevant to your own. When buildinglinks, vary keywords as anchor text – lots of links with the exactsame text is simply unnatural, even in your own marketingefforts. Focus on text that gets a click-through, not that uses aparticular keyword.18


SEO ResourcesTools• SEOMoz• SEOBook• FollowerWonkTips• 5 SEO FAQs Answered• What’s in a Keyword?• Tips for Building Your Local Search PresenceResources• Google’s SEO Starter Guide• Search Engine Land• Google SEO Guidelines19


Email MarketingEmail is a quick, cost-effective way toget traffic to your website. Focus onincreasing opt-ins and sign-ups andgrowing your list which will result inmore opens, clicks, and visits.Every email sent is a “conversion”opportunity. You need an irresistiblesubject line, clickable content, and alanding page designed to convert.Email is an effective way to keep yourcustomers and prospects engaged.Keep your business top of mind bysending valuable content including, thelatest blog, eBook, webinar, contest,promo or industry news.


Did You Know?• 59% of B2B marketers say email is the mosteffective channel in generating revenue(Source: Hubspot)• 64% of people say they open an emailbecause of the subject line(Source: Chadwick Martin Bailey)• 29% of the email that reaches a user’s inbox isnewsletters – nearly the same amount as“conversational” email(Source: Return Path)21


Email MarketingWhat is it?Email is all about timely, relevant communication with prospects andcustomers.Email is a very dynamic and flexible channel – not to mention one of the mostcost-effective. In fact, it’s one of the only types of online marketing that is usedto ATTRACT, CONVERT, and KEEP customers.Some examples:• Distribute a promotion or eflyer to drive sales on your website (ATTRACT)• Announce a new product, service, seminar, promo or contest (ATTRACT)• Trigger automated emails after an abandoned shopping cart to incentcustomer to return to cart and complete purchase (CONVERT)• Keep your customers informed with the latest news or blogs from yourcompany (KEEP)• Distribute customer surveys for feedback (KEEP)Op Ed PieceEmail lets youcommunicate to acustomer for afraction of a penny.When optimized,Email Marketing canbe a powerful tool forengagement, creatingleads, and increasingrevenues.- RobertEmail Marketing has five main components: Integration (database); GraphicDesign (html), Content (info or offer), Segmentation (subscriber lists), andAnalytics (measurement).22


Email ExamplesTOMSToms is an online shoe store that gives a pair of shoes to a child inneed with every purchase. After signing up to their newsletter, youget a very welcoming email asking you to set your emailpreferences while getting the opportunity to learn more about theircause. A much better idea than the typical “thank you forsubscribing to our email, please click here to confirm yoursubscription” email.Source: Lyris.comREIREI does a really good job with this email: a clean, uncluttereddesign with big images and clear call to actions. The oneelement I would have changed was the colour of the buttons:they need to stand out from the pink/purple colour of the topnavigation and font, so I would have recommended a brightblue or green colour. But the email is a nice responsivedesign, and renders beautifully on a mobile phone (image onright).23


10 Tips for Email Success1. Make Your Opt-in ObviousHave your email opt-in above the fold, and include on everysingle page of your site if possible. Not everyone arrives onyour site’s homepage, so this way every visitor has anopportunity to sign-up.2. Make Your Opt-in EasyThe more information you ask of your customers, the less likelythey will be to opt-in. As a rule of thumb, unless you’re going touse the information – phone number, company size, or annualrevenues - don’t ask for it.3. Tell Them What’s In It For ThemWhy should people give you access to their inbox? Let yourcustomers know what they’re signing up for, and how oftenthey’ll receive communication from your company, and above allthe value they’ll be getting. Include an example of an eflyer ornewsletter so they can see what they’re signing up for.4. Get SocialHave Facebook fans? Create an opt-in on your Facebook pageor run a contest that includes collecting email addresses – samegoes for Twitter. Have a brick and mortar store? Acquire emailaddresses with in-store raffles or giveaways.5. Ensure DeliverabilityAvoid language that will get caught by SPAM filters bymentioning topics like medication, mortgages, or makingmoney. Don’t create emails that are too image-heavy, as not allemail clients will automatically render images. Don’t getblacklisted by ISPs by ignoring CAN-SPAM (US) or CASL(CAN) rules.6. Integrate with CRMEmail is most effective when it is personalized. For this you’llneed to integrate your email marketing program with a centraldatabase, or CRM platform such as Salesforce or Netsuite.7. Be Concise, Be MobileYour emails should be a “window” to additional offers or contentthat users have to click-through to get the full-view. Keepcontent short and focused on a single objective. Don’t forget todesign emails with big, clickable (or touchable) images thatrender properly for those viewing on mobile devices.8. Segment and DifferentiateDon’t send everyone the same email. Segment yoursubscribers by geography, business size, purchasing behaviour,or industry. The more personalized, the more relevant. Themore relevant, the more likely your subscribers are to open,click, and convert.9. Create a Lead Gen Drip CampaignAn drip campaign is a series of emails auto-triggered to go outover a set period of time. The content of the emails can includeanything from offers, product info, promos, tips, news andcontests all the way to whitepapers and resources. Whenprospects are ready to buy, your business will be top of mind.10. Always Be TestingThink of Email Marketing as a science: you’ll only get better byexperimenting. Test subject lines, headlines, images, copy,landing pages, and send times. Once you start gatheringenough data, you can create benchmarks to measure thesuccess of your campaigns.24


Email Marketing ResourcesTools• Delivra• Constant Contact• MailChimpTips• 10 Easy Ways to Increase Email Opt-Ins• 5 Ways to Handle Leads Who Aren’t Yet Ready to Buy from You• Send These Types of Emails, Receive More Revenue for Your OnlineStoreResources• CAN-SPAM Act: A Compliance Guide for Business (US)• CASL (CAN)25


Web DesignA great website experience will attractnew visitors and keep current onescoming back. Remember to designpages and content for prospects in thedifferent stages of the buying cycle.Your website should be your topsalesperson: filling the sales funnel,getting leads, and ultimately convertingvisitors into customers.Web design is primarily a tool forATTRACTING and CONVERTINGcustomers but simple usability andvaluable content will always KEEPvisitors coming back.


Did You Know?• The average site wastes 75%+ of its traffic dueto lack of persuasion and “sales-ability”(Source: Hubspot)• The average conversion rate for ecommercesites is about 2-3%(Source: Internet Retailer)• A lot of Web Designers care more about a sitelooking cool than ensuring it can “convert”(Source: Op Ed Opinion)27


Web DesignWhat is it?A Website is a way of speaking with text and graphics. It’s nothing morethan a medium to communicate.Your website is a business tool that has two main purposes:1. To ATTRACT visitors2. To CONVERT visitors into customersDo this with:• Intelligent usability• Smart, simple navigation• Persuasive headlines and copywriting• Pages that speak to each user at different stage of buying cycle• Setting up conversion points and measuring successA site should look good, but the real measurement of success is whether itcan attract visitors and convert them into prospects and customers tohelp grow your business.Op Ed PieceA lot of WebDesigners get itwrong. Manyoveremphasize theaesthetic appeal of asite. They want it to“look” good becausethey approach it asan artistic activity.But Web Design isnot an artistic activity,it is a businessactivity.- Robert28


Web Design ExamplesMailChimp.comWhy it’s a Website Designed to Convert:• Simple, clean design that makes clear what itdoes (email newsletters made easy)• Big red sign-up button (good colour to drawattention). Notice the sign-up button in theheader too, meaning that a visitor can sign-upfrom any page on the website. Remember, notall visitors to your site will visit your homepage.• “2.5 million people use MailChimp”, this is agreat way to add credibility, and reduce avisitor’s perceived risk of using your product orservice if they haven’t heard of you.GetFlow.comWhy it’s a Website Designed to Convert:• No top navigation at all except to login or signup,how is that for simplicity!• You arrive on the homepage and the form fieldfor your name has a blinking cursor to starttyping, that’s showing the user what you wantthem to do.• I like the three form fields, they’re not askingyou for your company name, how manyemployees you have, what your revenues are– just name, email, and password. That’s howyou increase conversions on a form.


10 Tips for Web Design Success1. Answer “What is this?”You’d be surprised how many businesses don’t make it clear,crystal clear, what exactly they do. Communicate what you doin your slogan or somewhere in your header. That way, nomatter what page visitors land on when entering your site,they’ll know what your business is all about.2. Answer “Is it for me?”Who are you targeting? Teenagers, pet owners, seniors, smallbusinesses? Identify your audience in taglines and headlinesand use images of your typical customer to signal that they’rein the right place.3. Answer “What can I do?”Can a visitor sign-up for a newsletter, read a blog, watch avideo, download an eBook, or buy something? Make it clearwhat the visitor’s next steps are. Aim to capture theirinformation through an email sign-up, free-trial, or freedownload so you can start marketing to them.4. Answer “How is it different?”There’s probably hundreds of other businesses online that offerthe same products and services as you. So make sure tocommunicate how you’re different, what value you bring, andwhy a customer should choose you over your competitors.5. Answer “Who else is using it?”As humans we feel more secure doing something when weknow others are doing it too. Highlight well-known customersthroughout your site, show-off all your social media fans andfollowers, and include any awards or accreditations thatincrease your credibility.6. Highlight CredibilityThe best way to talk about your value is to have yourcustomers speak for you. Scatter customer testimonialsthroughout your site (not just on a dedicated testimonials page)and include their pictures or videos whenever possible.7. Simple SellsNo need to reinvent the wheel with your website. Keepnavigation at the top and/or left hand side, avoid “flashy”moving graphics that can be distracting, and show images ofreal employees instead of stock photos.8. Copy is KeyA website is a way to speak, don’t forget about persuasivecopywriting. Personalize with words like “you” instead of“customer”, and “we” instead of your company name. Focuson the benefits of your products (not features) and make sureto have a clear call-to-action on every single page of your site.9. Get Your Site ResponsiveResponsive web design means that a website can “respond” todifferent browser sizes, including those displayed on desktops,laptops, tablets, and mobile phones. There’s thousands ofWordpress templates that are both “responsive” and veryaffordable.10. Make an Irresistible OfferLooking for a way to get more engagement on your site? Makeyour visitors an offer they can’t refuse. A free-trial, a moneybackguarantee, free shipping, free download, or free eBook.The goal is the get your visitor to make an easy decision withlittle or no risk.30


Web Design ResourcesTools• Wordpress• iThemes BuilderTips• Your Website Should be Your Top Salesman, Is He ClosingBusiness?• 5 Examples of Websites Designed to Convert!• Show Me What You’ve Got in Five Seconds or Less!Resources• Ben Hunt’s Pro Web Design Course• DesignModo• Webdesigner Depot31


Content MarketingContent is king. It can be reposted,retweeted, commented on, and sharedacross millions of social sites,networks, communities and forums.Content can also help improve yourrankings on search engines.Content helps convert. A white paper,eBook, tutorial, or free webinars aregreat ways to convert visitors to yoursite into fans, prospects, leads, andcustomers.Content is one of the best ways tokeep customers and prospectsengaged with your company:newsletters, blogs, videos, podcastswill all keep people coming back.


Did You Know?• Businesses with websites of 401-1000 pagesget 6x more leads than those with 51-100(Source: Hubspot)• Companies that blog have 97% more inboundlinks which can drastically improve Googlerankings(Source: Hubspot)• The ROI of content marketing has risen 300%over the previous 3 years(Source: Eloqua)33


Content MarketingWhat is it?Content Marketing, or Inbound Marketing, means earning the attention ofprospects (as opposed to buying it, or begging for it).You do this be delivering valuable content such as:• Blogs• Podcasts• Videos• White Papers• eBooks• Newsletters• Articles• Webinars• Infographics• ShareablePresentationsOnce you have content, you still need to market it. But the marketing isn’t a“push” strategy, it’s a “pull” strategy. You’re not “disrupting” people with stuffthat you sell (push), you’re giving something of value so they will come to youfor more (pull).Op Ed PieceContent Marketing,Inbound Marketing,call it what you want.The point is that it’sstill marketing.You’re creatingsomething of value inthe effort to capture alead, cultivate acustomer.- RobertIf you build valuable content, people will come.34


Content Marketing ExamplesIndium: “From One Engineer to Another”Blog SeriesSixteen engineers from Indium have discovered content gold withtheir “From One Engineer to Another” blog. Through it, theyproduce valuable content, videos and answer questions about avariety of engineering topics (e.g., how to set up and operate theIndium sulfamate plating bath). Even if you don’t know what thatmeans, you can appreciate what they are striving for: to bringideas to life through interactive conversations. (Source: CMI)Tablespoon Cooking CommunityThe Tablespoon community is an attractive, interactive site forpeople passionate about food and entertaining. The site gathersthe best of the best, and uses a clean categorization technique forits content, splitting it up by topics that matter most to its coreaudience: Quick Dishes, Taste for Adventure and Rock UR Party.Depending on the type of cook you are or event you’re hosting,these categories help you find content easily and quickly in a moreinnovative way than traditional websites. And, with help from theirnewsletter, readers can also stay in-the-know on the latest recipesand inspirations. (Source: CMI)35


10 Tips for Content Marketing Success[Creating Content]1. Use Google Keyword ToolNot sure what to blog about? What to focus your next eBookon? Or what that next podcast topic should be? Use the GoogleKeyword Search Tool to see what people are searching for andwhat questions they’re asking.2. Focus on the HeadlinesNo matter how good a piece of content is, nobody will read on ifthey don’t connect with the headline. Use the headline tohighlight what’s in it for the reader in terms of benefit, or value.Opt for “clear” over “clever” and use numbers or info such as“Top 10 Ways to Get More Email Subscribers”.3. Make it SEO-friendlyUse keywords to create descriptive, human friendly URLs. Usethem in the title tags of the page at least once (preferably nearthe beginning), and at least 2-3 times, including variations, in thebody copy on the page.4. Don’t Underestimate ReadabilitySimple sells. Use clear, readable language and ditch theindustry jargon and corporate cliches like “industry leading” and“robust”. Increase font size to 14 pt, avoid big blocks of text, anduse lots of sub-headings that allow people to “scan” yourcontent.5. Include a Call to Action (CTA) Every TimeIf you’ve delivered value, people will be more likely to return thefavour. Ask people to share your content, sign-up to a mailinglist, or contact your company for more valuable information.[Marketing Content]6. RSS FeedPeople love RSS feeds because they don’t have to give-up anyinformation, can read blogs when they want to, and don’t have tokeep visiting your website to read them. Just remember toinclude a CTA at the end of all your posts.7. Don’t Forget About EmailUse email like social media to share your company’s latest blog,eBook, white paper, webinar, or training video. The great thingabout email is that you can measure the value of your contentwith open rates, click-through rates, and landing page sign-ups,downloads, and, ultimately, sales.8. Social MediaDon’t try and get content on every social media site; that’simpossible. Focus on the social media sites your prospects use,not what you use. But don’t expect everyone to share yourcontent right away, you need to promote others too! Share theircontent, comment on their blogs, and they’ll return the favour.9. Integrate! Integrate! Integrate!Have Twitter followers, Facebook fans, email subscribers? Askyour users to opt-in to another channel, especially one like emailwhere you can capture their contact information and starttreating them like a potential prospect.10. Build Inbound LinksUse content to create inbound links to your website. Offer toguest blog, upload presentations, reports, or white papers tosites like Slideshare or Scribd. Comment on other people’sblogs and answer questions in relevant communities and forums,pointing them to your content if appropriate.36


Content Marketing ResourcesTools• Scribe• ContentlyTips• Inbound Marketing: The Five Pillars to More Profits• Kiss Your Great Content Goodbye If You’re Not Doing This With It• The Most Important, Overlooked, & Easiest Way to Get More Trafficto Your BlogResources• Copyblogger• Copywriting Blog• Content Marketing Institute37


Social MediaSocial Media is a powerful method forattracting visitors to your site. Targetand engage prospects and build afollowing, invite them to your site toread blogs, sign-up for webinars, ortake advantage of a sale or contest.Social Media is not necessarily aconversion tactic, but allowing peopleto sign-up or login with their SocialMedia profiles can help increaseconversion points.What better way to keep your customers,fans, and followers engaged thanthrough blog posts, mutual commenting,online communities and forums? Put the“Social” in “Social Media”.


Did You Know?• 62% of companies using LinkedIn have acquireda customer from the network(Source: Hubspot)• Companies with 1000+ Twitter followers get 6times more website traffic(Source: Hubspot)• Failure to respond via social channels can leadto up to a 15% increase in churn rate for existingcustomers(Source: Gartner)39


Social MediaWhat is it?Social Media is nothing more than a description for online interaction.For businesses, it usually involves listening, responding, andengaging withpeople across multiple communities and networks.Social Media can be used for several purposes, including:• Building brand awareness, credibility, and transparency• Demonstrating knowledge and thought leadership• Garnering feedback and developing better business ideas and practices• Responding to customer needs and queries• Building communities and/or networks• Monitoring industry trends and/or competition• Cultivating leads and customers• Improving SEO and Content Marketing strategiesOp Ed PieceDon’t get into SocialMedia just becauseit’s the latest industrybuzz – get into itbecause it’s a greatway to find prospects,engage them, andbuild a moreprofitable business.-ChrisThe most important component for any business is to have a strategy thatdrives social media.40


Social Media ExamplesBlendtecCampaign Details: “Will it Blend?” That’s all you need to knowabout this campaign. Blendtec takes everything from iPhones,Nike shoes, baseballs, to cans of pork and beans to see if theirproducts can blend them. So far their videos have been viewedover 220 million times (how’s that for brand awareness?).Why It Worked: Besides people’s penchant for seeing thingsdestroyed, this campaign works because often it takes the latestgadget (e.g. iPad, video game) and is very topical. Viewers canalso vote on whether things will blend, and can make suggestionsfor future products to blend.StarbucksCampaign Details: Starbucks offered mayorship deals onFoursquare, free goodies for Tax Day via Twitter's then-newpromoted tweets, and a free pastry day promoted throughTwitter and Facebook.Why It Worked: It’s a great use of engaging Starbucks fanson platforms their customers use: Foursquare, Twitter, andFacebook. A Tax Day promotion boosted their PR, and freepastry day is the perfect idea for promoting a non-coffeeproduct.41


10 Tips for Social Media Success1. Align Strategy with Business GoalsIs your Social Media strategy to increase your community,create more leads, or to aid the customer service experience?Maybe it’s all of the above. No matter what, you need to thinkof Social Media as a way to achieve your business goals andbuild a strategy complete with goals, KPIs, and benchmarks.2. Focus on Where Your Customers AreDon’t waste time on social media sites that your customersdon’t use for business purposes. As a general rule, Facebookis great for B2C, Twitter and Google+ are best fit for B2B, andLinkedIn is key for both types of marketing. But don’t forget totest out industry related forums and communities.3. Listen and Elicit ResponsesApproach Social Media like a member of a jury: listen to whateveryone has to say before you proceed. Poll people and findour more about the wants and needs of your customers andelicit responses. In other words, engage!4. Curate ContentYou can’t just count on sharing your own content because: a)you’ll be looked at as too self-promotional b) no one is going tohelp promote you. Cut through the clutter and curate contentthat your followers will love, and build your brand as a valuableresource in the process.5. It’s Not a Campaign, It’s a CommitmentThere’s lots of examples of viral videos, trending Tweets, andovernight Social Media success stories. But for the most part,Social Media is a day-in, day-out commitment to engagingpeople, prospects, and current customers.6. Play the Karma GameDon’t expect everyone to share your content right away, youneed to promote others too! Share their content, comment ontheir blogs, and they’ll return the favour. As a rule, promoteothers 10 times more than you promote yourself.7. Don’t “Ask” for a Follow, Earn It!Why should people follow you? Is it exclusive access tocontent and contests? Special discounts and rewards? Don’texpect people to follow your brand unless you can delivervalue, unless there’s something in it for them (not just you).8. A Relationship Lasts Longer than a LeadBe more than a business: be human. Use real names, realphotos, and real people instead of company logos ornondescript employees. People aren’t social with companies,people are social with people.9. Use the Right ToolsSocial Media can eat up a lot of time and resources. Use theright tools to manage multiple accounts, monitor conversationsabout your brand, share content, and manage customer leads(see next page for list of tools).10. Measure and ManageSocial Media is not easy to measure for ROI (despite whatgurus might tell you). Do you know what your ROI is for yourcompany’s coffee, mobile phones, or customer servicedepartment? Measure fans, followers, and mentions but alsoengagement metrics like comments, retweets, and socialshares. When in doubt, review #1.42


Social Media ResourcesTools• Hootsuite• Buffer• Radian6• KloutTips• Getting Started With Social Media• 30 Terrible Pieces of Social Media Advice You Should IgnoreResources• Social Media Examiner• Mashable• Business2Community43


Conversion RateOptimization (CRO)CRO is all about CONVERTINGvisitors into prospects, leads, andcustomers after you ATTRACT them toyour site.CRO is the practice of CONVERSION.It is a systematic method for improvingthe odds of a visitor taking the actionyou want them to: signing-up,downloading, sharing, or buying.CRO is primarily a CONVERSIONstrategy, but it also needs to focus onhow to KEEP a lead or prospectengaged after the conversion.


Did You Know?• 75% of Ecommerce Shopping Carts areabandoned(Source: SeeWhy)• Online forms placed in the right side of the pagehave a 5% to 10% higher conversion rate thanthe left aligned ones(Source: Monetate)• A Captcha feature on your online forms willdecrease conversion by 3.2%(Source: Monetate)45


Conversion Rate Optimization (CRO)What is it?Conversion Rate Optimization, or Website Optimization, is simply a process tomeasure and improve your website’s conversion goals.A conversion is an action you want a visitor to take when they visit yoursite:• Calling a number• Completing a form• Subscribing to a blog or email• Downloading a whitepaper• Signing up for a free trial• Becoming a fan or follower of your brand• Making a purchaseThe typical website should have a primary conversion goal (e.g. purchase,quote form completion) and a few secondary conversion goals (subscribe toblog, sign-up to newsletter).Op Ed PieceSomanybusinesses spendmost of their onlinemarketing dollarsgetting people tovisit their site –PPC, SEO, Email,Content, SocialMedia, etc. Butthere’s no pointblowing yourbudget gettingtraffic to your site ifyou can’t “convert”.-ChrisCRO involves testing, testing, and more testing. Split or Multivariate testingare usually the two methods used to optimize a website’s conversion points.46


Conversion Rate Optimization (CRO)Split or A/B TestingSplit testing, also known as A/B testing, means to set up twoweb pages (or ads) that are identical except for one variablethat is different, and likely to affect a user’s behaviour.In this case, you have two web pages that are virtually thesame except version A has one image in header and versionB has five (with booking widget moved down).Which page do you think converted better?Version B resulted in a60% lift in resortbookings!Source: Wider FunnelMultivariate TestingMultivariate testing is a little more complicated. It involveschopping an ad or webpage up into different elements, andtesting to see which combination of the different elementswork best together to produce the highest conversion.Smashing Multivariate tests headlines,images, CTA, and colour to see whichcombination of all the elements convertthe best for selling their bookA multivariate test would show combinations of theheadlines, images, copy, and buttons to different visitors todetermine which combination produces the best results.47


10 Tips for CRO Success1. Start from the “I Know Nothing” PrincipleIf you knew what the outcome of a test was, there would be noreason to test. But you’d be very, very surprised howconventional wisdom can be easily defeated by hard evidence.There’s no rhyme or reason when it comes to testing, it just is.So start from the idea that you know nothing until you test it.2. Tailor Your Site to How People Find YouIn Google Analytics, analyze the keywords people use to findyour site and be more relevant. Someone searching for“compare LCD TVs” compared to someone searching for “buySony LCD TV” are at very different stages of the buying cycle.3. Extra! Extra! Headlines Help!Just like a newspaper, headlines make a world of difference! Aheadline is likely the first thing your visitor is going to see whenthey get to your landing page. Test different headlines andcapture your visitor’s attention to help guide them through yourconversion funnel.4. Pinpoint Your Value PropCommunicate your value proposition, and how your business isdifferent, early on in your landing page’s content. Your valueprop really should be above the fold, and a focal point on thepage.5. Don’t Ask for Unnecessary InformationHave a sign-up form that asks your visitors for their name, email,website, industry, number of employees, company revenue, andcolour of their underwear? As a general rule, the moreinformation you ask of visitors, the less likely they are to completeyour form.6. Provide a Path ForwardGive visitors a clear-cut, above the fold, call to action that getsthem moving in the direction. Show them that you have whatthey want, and then give them a way to get it.. This could be a“buy now” button, “get a quote” link, or newsletter subscription.7. Benefits, NOT FeaturesA person going into a hardware store looking for a 1/4″ drill bitdoes not want a 1/4″ drill bit, they want a 1/4″ hole. Your landingpage copy should focus on the hole (what they want) rather thanthe drill bit (what they need to get what they want).8. Don’t Distract!Avoid pop-ups, advertisements for unrelated products/service,unnecessary navigation points, and multiple calls to action.These things distract users from their original goal, and in turnwill also cause them to not complete the action that you consideryour business goal.9. CTA is A-Okay!Don’t overlook your Call-to-Action (CTA). Always, always make itclear what you want the visitor to do with your CTA. Testdifferent CTAs and use action verbs like “Discover, Learn,Uncover, Explore, Download”.10. Never Stop TestingWhile you may come up with a great combination of headline,image, value-prop, and benefits that are converting well for you,there may be a way to squeeze more out of your landing page.That’s where A/B Testing comes into play. You should always berunning tests to improve your landing pages.48


CRO ResourcesTools• Optimizely• YouEye• UnbounceTips• What is Conversion Rate Optimization and How Can it Help MyBusiness?• Show Me What You’ve Got in Five Seconds or LessResources• Conversion Rate Optimization Report• WiderFunnel Blog49


Online Referral MarketingReferral Marketing is one of the bestways to create brand awareness,improve SEO, and drive quality trafficand prospects to your business.Referral Marketing increasesconversion rates, undoubtedly, aspeople are 4 times more likely to buywhen referred to your business.Keeping customers is much easierwhen they are referred to you. Infact, a referred customer has a 16%higher lifetime value than a nonreferredcustomer. ReferralMarketing equips your brandambassadors with the right tools tohelp promote your business to theirfamily, friends, fans, and followers.


Did You Know?• 65% of new business comes from referrals(Source: New York Times)• You are 4 times more likely to buy when referredby a friend(Source: Nielsen)• 55% of consumers recommend a companybased on its customer service(Source: RightNow)51


Online Referral MarketingWhat is it?Online Referral Marketing is turning your customers into a de facto sales teamfor your business.It is one of the most effective ways to to grow your customer base, and oneof the most overlooked.People are 4 times more likely to buy from you if they were referred to yourbusiness.Online Referral Marketing involves techniques and tools that you canintegrate into your everyday business to generate a steady flow of leads thathave been referred by existing customers.Op Ed PieceWith ReferralMarketing, you’reeffectively turningyour customers intoyour company’sadvocates,promoters, leadgenerators, andsalespeople.- RobertIt may include:• A Social platform that can identify customer advocates• A loyalty, rewards, or gamification program that can incent referrals• Measurement tools that can measure and optimize referral campaigns.52


Referral ExampleFolicaFolica promotes referrals by giving customers$10 off their purchase for referring theirfriends. Their friends, in turn, receive 15% offtheir first purchase.Folica makes it easy to refer. Customers cansend an email, share on Twitter, or post ontheir Facebook page.Toob NetworkUsed Gamification to develop a series of queststhat encouraged users to view videos on a varietyof ToobNetwork sites and challenged users to rateand share those videos. When users finished aquest, they earned virtual coins that could be usedto buy rewards.Gamification can be used to reward people forsharing content, and thus as a referral tool. Andwho wouldn’t want to refer a site whereengagement helps provide funding for animalwelfare?Source: Big Door Media 53


10 Tips for Referral Marketing Success1. ABTCAlways Be Thinking of your Customers (ABTC). It’s the old80/20 rule; 80% of your business comes from 20% of yourcustomers, so don’t take them for granted.2. Get ScientificLike a lot of businesses, you probably track web traffic, Googlerankings, Twitter followers, and maybe even email open rates.But what about referrals? You need to start by getting scientific.Create a program that tracks leads, tests offers, and ultimatelymeasures ROI.3. Keep Customers EngagedCommunicate with emails, blogs, newsletters, whitepapers,new products, promotions and contests. Better yet, pick upthe phone or pay your best customers a visit and ask them ifthey’re happy, and if there’s anything more you can do forthem.4. Ask at the “Wow” MomentThe best time to ask for a referral is when you’ve “wowed”your customer. Whether you’ve just given them greatservice, a great price, or a great product, you need to usethat window as an opportunity to ask your customer for areferral.5. Make the Referral EasyWhether it’s completing a form, sending an email, or simplysharing a Facebook post – make the referral process assimple as possible for people promoting your business.6. Reward for ReferralsIf you threw a party for all your customers, employees, and fansand followers, how big would it be? And how much biggerwould it be if you invited everyone in each of their networks? Alot! So encourage referrals with savings on future products orservices or loyalty program points.7. Connect with InfluencersWhen Universal Studios went to launch the Wizarding World ofHarry Potter theme park, they did it by only telling 7 influentialbloggers. In 24 hours, 350 million people had heard of the park.Think about influencers in your industry and how you can workwith them to help promote your business.8. Testimonials are ReferralsAsk your customers for a testimonial and reward them. Andinstead of having a dedicated “testimonial” page on yoursite, scatter customer testimonials, quotes, and Facebookposts throughout your site – especially on your homepage.9. Reviews are Referrals TooPeople trust what other customers say about your companymore than what you say. Encourage people to offer reviewsand incent them with points, discounts, or as part of a loyaltyprogram. Not only will reviews help with your SEO, you’ll getgreat feedback on how to better your business.10. Be a ReferrerIf you want people to refer your business, you have to referpeople to other businesses. Work on the karma principle,and you’ll be surprised how people will look positively onyour business and be more prone to return the favour.54


Referral Marketing ResourcesTools• ShopOn.com• Amplifinity• BadgevilleTips• Do You Follow the Three “R’s” for Growing Your Small Business,Faster?• How To Create The Ultimate Referral Marketing System In 7 SimpleStepsResources• Duct Tape Marketing• Word of Mouth Marketing Association (WOMMA)55


Remember Three Words…


Things Will Change, Three Words Won’tThere’s a lot going on.And it won’t be long until the next new social media platform, mobile tool, ortrendy marketing buzzword is all the rage.Things will change. But your strategy won’t.It’s always going to be about using online marketing tactics to ATTRACT,CONVERT, and KEEP customers.We would go so far as to say that a typical marketing department shoulddivide their department into these three categories.In the future maybe companies will hire “Attraction, Conversion, andKeeping” experts as opposed to Email, SEO, PPC, Web Design, and SocialMedia experts.In the meantime, stick to your strategy: remember these three words.57


How We Can HelpWe help businesses take advantage of the ATTRACT, CONVERT, and KEEP onlinemarketing model.We know all the tactics, tools, and technologies.But more importantly, we know how to use them as part of a larger strategy that will lead tobetter marketing, a better competitive advantage, and at the end of the day, better profits.Please feel free to connect with us to talk about growing your business online.Chris Barneschris@op-ed.ca877 607 8906www.op-ed.caRobert Clarkerobert@op-ed.ca877 607 8906www.op-ed.ca58


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