Internet marketing campaigns by Nylon

Internet Marketing Campaigns Marketers can use a wide range of media to communicate with the market. In many B2B companies, a sales team is the primary method for reaching out to the market. Salespeople call prospects and customers, but they can only do so much in a day. Marketing campaigns can dramatically increase your reach. Internet marketing is becoming an immensely popular way to generate leads in all types of industries. This type of inbound marketing can yield both short and long-‐term benefits, with increasing ROI as more and more companies and people turn to the web to research. Internet marketing campaigns can include many different media: • • • • • • •

Email marketing Online publicity Organic search engine optimization Paid search marketing Online advertising Affiliate programs Social media (coming soon!)

Summary EXERCISE SUMMARY

When to Address

Who Should Participate Where to Use the Results

When you’re planning a specific internet marketing campaign If you’re considering different types of internet campaigns to hit specific customer goals Marketing and sales leaders Marketing coordinators and creative team Webmasters Throughout the rest of your campaign planning

Marketing Campaigns  Internet Marketing Campaigns

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Why it’s Important

Many inexperienced marketers select campaign media and types based on experience or what’s currently “hot.” In marketing, one size rarely fits all, and it’s important to understand what types of campaigns work well for specific business goals then choose accordingly.

What Builds Upon it

Your entire campaign.

Timeframe to Completion Potential Business Impact Deliverable

Next Steps

30 minutes to 2 hours.

Medium. Certain campaign types match well to certain business goals. If you select media that isn’t conducive to your business goal, it will be difficult to achieve. You’ll determine your business goal then review various campaign types that match that business goal and select your campaign media. After you’ve selected your campaign type, focus your campaign message and offer [532]

Target Completion Date

PARTICIPANTS TASKS

PERSON RESPONSIBLE

DUE DATE

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TASKS

PERSON RESPONSIBLE

DUE DATE

Notes

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Internet Marketing Campaigns

What to Complete

1. DETERMINE INTERNET BUSINESS GOALS 2. SELECT INTERNET CAMPAIGN MEDIA

Where it Fits in Marketing Campaigns Estimate Response Rate Project Sales Process Set Customer Goals Calculate Goal Metrics Determine Business Goals Select Campaign Media Identify Target Step in Buying Process Select Messages and Activities [Jump to Campaign Subject to Plan Details] Determine # of Impressions, Leads and Customers Create Revenue and Profit Projections Create Budget and ROI Analysis Outline Media Plan Metrics Determine How Prospects Will Respond to Your Offer Create Fulfillment Plan Steps Measure Campaign Results Create an Improvement Plan

1. DETERMINE INTERNET BUSINESS GOALS

The first step is to look at your business goals. What do you need to accomplish? Think about the different types of internet campaigns you can use. The first step is to look at your business goals. What do you need to accomplish?

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BUSINESS GOALS (check # yours; link takes you to the media you can use) 1. Generate new leads 2.

Qualify leads

Nurture existing leads

Direct sales

Branding

Cross-‐sell to existing

customers Up-‐sell existing customers

Nurture existing customers

Generate referrals

10.

Training

PURPOSE OF CAMPAIGN To generate new leads To better qualify and rank leads so you can segment them and follow up with them based on their timeframe and likelihood of buying To communicate with leads that are in the pipeline but may not be ready to buy or take the next step; a nurturing campaign reminds them of your value and provides information that can help them along Close deals within a short time period – a campaign to encourage people to “buy now” Increase awareness of your company, product and/or people in your market; communicate the value you provide and what you stand for Encourage current customers to buy related products or services

Encourage current customers to upgrade their existing product or increase the quantity or frequency of their purchases To communicate with existing customers and reinforce the value you provide To encourage customers or prospects to supply you with qualified referrals To train current customers, new customers, or even prospects to use your product; train distributors, channel partners, even your own employees

Main business goal

2. SELECT INTERNET CAMPAIGN MEDIA For each goal you checked, skip to that section to learn about the different media options you have and how you can use them. Marketing Campaigns  Internet Marketing Campaigns

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2.1. OBJECTIVE: GENERATE NEW LEADS Here are the media that are most appropriate for lead generation campaigns – check those that you believe are appropriate for you. INTERNET

OVERVIEW

PROS

CONS

Online advertising

Run ads on targeted websites or email newsletters

Targeted; measurable; easy to test and improve

Email campaigns

Buy or rent a subscriber list and send a short but compelling email

Targeted; measurable; easy to test and improve

Organic search

“Optimize” your website so it appears on the search engines when prospects look for info you can provide

Extremely timely; brings qualified prospects straight to you; can generate a lot of traffic to your site

Paid search

Buy “paid” or “sponsored” listings on search engines – they appear when users type in the keywords you’ve bid on

Extremely timely; brings qualified prospects straight to you; can generate a lot of traffic to your site

Webinars

Create an online seminar and market it as a great source of information for potential prospects

Can reach a lot of prospects in a short timeframe; less expensive than travel /live events

Viral campaigns

Create an email offer or story that’s meant to be forwarded; encourage

Can reach a wide audience in a short period of time

You’re driving them to your site and site has to convert; need compelling message (space limitations) You’re driving them to your site and site has to convert; should be implemented through an email service provider Site needs to be carefully designed and updated regularly; need to use other internet marketing techniques to raise your profile; can be difficult to rank for anything but very targeted words Competition for high-‐ traffic words has driven up prices so you have to focus on converting those visitors with good ads and a custom landing page Need to market the webinar itself – it’s an offer to get prospects in the door. Need compelling content and a technology provider to deliver it. Needs to be very creative; need a good offer and good website; technique

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recipients to click through to your website

PUBLICITY

Distribute press releases (and optimize for the web)

Use blogs

is more appropriate for consumer marketers than B2B

OVERVIEW

PROS

CONS

Write standard and web-‐oriented press releases to announce your news and put them on website and distribute;

Easy; search-‐optimized releases can generate very targeted search traffic and help in search rankings; may get some coverage in online or traditional publications Reach a targeted audience and establish credibility; position your company as a leader in the industry

Need a good story to really gain coverage

You can use a company blog to discuss issues in your marketplace

Be CARFUL that you aren’t overtly promoting your company/product /service. Bloggers are savvy and won’t respond well to companies using blogs to sell themselves.

Ideas: Which months (if any) are most important for these campaigns? For example, there’s typically a lot of marketing activity around big industry events, preparing for holidays, or end-‐of-‐quarter. Return to list of goals.

2.2. OBJECTIVE: QUALIFY LEADS

Here are good options for qualifying leads you’ve already identified – check those that you believe are appropriate for you. Marketing Campaigns  Internet Marketing Campaigns

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INTERNET

Email campaigns

Webinars

Ongoing email newsletters

OVERVIEW

PROS

CONS

Send an individual email or a large campaign to educate current leads; encourage them to click through and respond to qualifying questions or take advantage of an offer Encourage prospects to attend or download a webinar to learn more about a subject if they’re ready; can help to further qualify their needs and prioritize them in your pipeline Get prospects to sign up for an ongoing newsletter; make sure there’s content to guide early-‐stage prospects; encourage them to take action and further qualify themselves

Targeted; relatively low cost; measurable; easy to test and improve

May have to be sent on-‐ demand, so your system will need to do so; large campaigns should be sent through an email service provider

Can reach a lot of prospects in a short timeframe; less expensive than live meetings; can educate prospects on their own terms

Need compelling content and a technology provider to deliver it

Targeted; relatively low cost; measurable; easy to test and improve

Drives users to your website – you’ll need special landing pages and a good content management system; newsletters must have strong content; you typically send one newsletter to everyone on your email list, so it isn’t focused on qualifying prospects

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Return to list of goals.

2.3. OBJECTIVE: NURTURE EXISTING LEADS Here are good options for nurturing leads that are already in your pipeline – check those that you believe are appropriate for you. INTERNET

Email campaigns

Webinars

Ongoing email newsletters

PUBLICITY Distribute press

OVERVIEW

PROS

CONS

Targeted; relatively low cost; measurable; easy to test and improve

Need to offer compelling content and a reason for them to read; campaigns should be sent through an email service provider

Can reach a lot of prospects in a short timeframe; less expensive than live meetings; can educate prospects on their own terms

Need compelling content and a technology provider to deliver it

Targeted; relatively low cost; measurable; easy to test and improve

OVERVIEW Write standard and

PROS Easy; search-‐optimized

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releases (and optimize for the web)

web-‐oriented press releases to announce your news; put them on website and distribute; can send to your existing prospects if it’s relevant

releases can generate very targeted search traffic and help in search rankings;

really gain coverage

2.4. OBJECTIVE: DIRECT SALES

Here are the media that are most appropriate for a direct sales campaign – check those that are appropriate for you. INTERNET Online advertising (if your site offers e-‐commerce)

Email campaigns (if your site offers e-‐commerce)

Organic search (if your site offers e-‐

OVERVIEW Run ads on targeted websites or email newsletters

PROS Targeted; measurable; easy to test and improve

Buy or rent a subscriber list or send the campaign to your house list; compel them to click to your website to learn and buy “Optimize” your website so it appears on the

Targeted; measurable; easy to test and improve

Extremely timely; brings qualified

CONS Need compelling message in your campaign; need a special landing page for the promotion You’re driving them to your site and site has to convert; should be implemented through an email service provider

Can’t depend on ranking for specific keywords;

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commerce)

search engines when prospects are searching for products/services you sell Paid search (if your Buy “paid” or site offers e-‐ “sponsored” listings on commerce) search engines – they appear when users type in the keywords you’ve bid on Viral campaigns Create an email offer or (if your site offers that’s meant to be e-‐commerce) forwarded; encourage recipients to click through to your website PUBLICITY OVERVIEW Create a story Write standard and specifically web-‐oriented press designed to help releases to announce sell; distribute a your sale (but make it press release (and newsworthy and optimize for the interesting); put them web) on website and distribute Use blogs Use a blog to discuss issues in the marketplace

prospects straight to you; can generate a lot of traffic to your site

can’t specifically focus on particular offers or timeframes

Extremely timely; brings qualified prospects straight to you; can generate a lot of traffic to your site

Competition for high-‐ traffic words has driven up prices so you have to focus on converting those visitors with good ads and a custom landing page

Can reach a wide audience in short period of time

Technique is more appropriate for consumer marketers than B2B; need a good offer

PROS If you get coverage, it could drive a lot of traffic; search-‐ optimized releases can generate very targeted search traffic and help in search rankings;

CONS Need a good newsworthy story to gain coverage

Reach a targeted audience quickly

Be CARFUL that you aren’t overtly promoting your product

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Return to list of goals.

2.5. OBJECTIVE: BRANDING Here are the media that are most appropriate for a B2B branding campaign – check those that are appropriate for you. INTERNET

Online advertising

Organic search

Viral campaigns

Ongoing email newsletters

PUBLICITY

Product-‐ or solution-‐related stories

OVERVIEW

PROS

CONS

Run ads on targeted websites or email newsletters

You can create ads with Even though it’s a brand-‐ high impact and good oriented campaign, you targeting should still create landing pages to convert visitors into prospects “Optimize” your website Appearing high in Need to use other so it appears on the search results helps internet marketing search engines when keep your name in techniques to raise your prospects look for info front of your market profile; can be difficult to you can provide rank for anything but very targeted words Create a story or Can reach a wide Needs to be very creative; material that’s meant to audience in a short need a good campaign be forwarded; period of time theme and good website encourage recipients to click through to your website Send useful information Useful content will help Good content is necessary to your market support your brand to add value, and not always easy to obtain. OVERVIEW

PROS

CONS

Create a compelling story about your new product/service rather than sending out a standard press release; pitch to journalists

Better chance of gaining actual coverage; can generate interest among your target audience and encourage them to contact you

Need a good creative angle; need to call up reporters with a brief pitch and treat the publicity process as a sales process

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Distribute press releases (and optimize for the web)

Write standard and web-‐oriented press releases to announce your news; put them on website and distribute; use in sales materials

Easy; search-‐optimized releases can generate very targeted search traffic and help in search rankings; may get some coverage in online or traditional publications

Need a good story to really gain coverage

2.6. & 2.7. OBJECTIVES: CROSS-‐SELL OR UP-‐SELL TO YOUR EXISTING CUSTOMERS

Here are the media that are most appropriate for a direct sales campaign – check those that are appropriate for you. INTERNET

Email campaigns

Website

OVERVIEW

PROS

CONS

Email your customers with a special incentive to place an order; OR use an existing email newsletter

Measurable; easy to test and improve

Put your offer on your website if customers visit regularly

Measurable; easy to test and improve

You’re driving them to your site and site has to convert; should be implemented through an email service provider Site just needs to convert

Ideas: Marketing Campaigns  Internet Marketing Campaigns

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Which months (if any) are most important for these campaigns? For example, there’s typically a lot of marketing activity around big industry events, preparing for holidays, or end-‐of-‐quarter. Return to list of goals.

2.8. OBJECTIVE: NURTURE CUSTOMERS

Here are good options for nurturing your current customers – check those that you believe are appropriate for you. INTERNET

Email campaigns

Webinars

Ongoing email

OVERVIEW

PROS

CONS

Develop an email campaign to announce something relevant that’s happening in your industry – just to keep your customers up on the latest and greatest, as long as it’s completely relevant to their own business Create a webinar just for current customers – it could focus on training or education that will help them in their business

Targeted; relatively low cost; good way to touch current customers; measurable; easy to test and improve

Make sure the content is truly relevant; campaigns should be sent through an email service provider

Can reach a large group of customers in a short timeframe; provides great value if well-‐ done; less expensive than live meetings; can improve their use of your product and help you up-‐sell and cross-‐ sell in the future Great way to keep in

Need compelling content and a technology provider to deliver it.

Develop a regular

Needs to be integrated

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newsletters

newsletter for your current customers; make sure there’s intriguing content that will encourage them to read

front of your customers regularly; good way to keep your database updated (if email changes, call them)

with your website – you’ll need a good content management system.

2.9. OBJECTIVE: GENERATE REFERRALS

Here are good options for nurturing your current customers – check those that you believe are appropriate for you. INTERNET

OVERVIEW

PROS

CONS

Email campaigns

Create an email campaign asking for referrals; provide an incentive for doing so

Relatively low cost; measurable; easy

Ongoing email

Use your ongoing Relatively low cost; newsletter to promote a measurable; easy referral campaign

Less personal than asking in person; need to set up the fulfillment procedure on your website; send email campaigns through an email service provider Less effective than a specific email or asking in person; need to set up the fulfillment procedure on your website

newsletters

Ideas: Marketing Campaigns  Internet Marketing Campaigns

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2.10. OBJECTIVE: TRAINING

Here are good options for training current customers, distribution channel partners, employees or prospects – check those that you believe are appropriate for you. INTERNET

Webinars

Ongoing email newsletters

Use blogs

OVERVIEW

PROS

CONS

Create an online seminar to train your group; deliver it live and put an archive on your website so people can access it on-‐demand Use your ongoing newsletter to provide educational and training tips If you have a company blog, use it to post training tips and have your audience comment and participate

Can reach a lot of people in a short timeframe; audience can participate; less expensive than travel /live events

Can’t do one-‐on-‐one coaching; need a technology provider to deliver it and create the archive file.

Relatively low cost; measurable; easy

Not effective if various people have different training needs at different times

Good for providing ongoing tips and building a community; can help you rank more highly in search engines; can reach beyond your current customers

Not appropriate if you need serious training and coaching in one sitting

Ideas: Marketing Campaigns  Internet Marketing Campaigns

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CAMPAIGN LIST & CALENDAR

Now that you’ve identified your business goals and reviewed media options and potential timing, start creating a master list. BUSINESS GOAL (lead CAMPAIGN CONCEPT: Media to use and any ideas generation, direct sales, START DATE for the campaign etc.) Marketing Campaigns  Internet Marketing Campaigns

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Now that you have a list of ideas, your next step is to think about your message and offer for each campaign.

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Internet Marketing Campaigns

Report

1. DETERMINE BUSINESS GOALS 2. SELECT CAMPAIGN MEDIA This report summarizes our results from completing Exercise 538 – Marketing Campaigns: Internet Marketing Campaigns. Campaign Name

1. DETERMINE BUSINESS GOALS Main Business Goal

2. SELECT CAMPAIGN MEDIA Bases on our business goals, here’s a list of potential campaign concepts: BUSINESS GOAL (lead CAMPAIGN CONCEPT: Media to use and any ideas generation, direct sales, for the campaign etc.)

START DATE

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