Marketing the Gold
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The document outlines best practices for marketing and branding across various channels, highlighting the importance of strong visuals, clear navigation, and user-friendly content to enhance engagement and conversions. It discusses the role of social media, blogging, and email marketing, emphasizing the need to provide valuable content and utilize performance tracking metrics to drive leads. Additionally, it covers technical aspects such as mobile optimization and the significance of key performance indicators (KPIs) for measuring marketing success.
Marketing the Gold
- 2. • Marketing • Branding • MCA Gold •Web • Social Media • Tracking ROI
- 3. • The way you answer the phone • The way your vans look • Every piece of printed material • Your website • Social media • Your presentations
- 5. • Who you are • Your core values • How customers see you
- 10. 95% of shoppers recognize the seal 85% will buy because of the seal
- 11. Green = the color of money
- 13. =
- 14. How to use the logo • On signage • On your website • On your social media pages • On your letterhead • On direct mail • Ads in publications • And more…
- 17. Best practices • Powerful and engaging graphics and content
- 18. Best practices • Powerful and engaging graphics and content • First impression = First message
- 19. Best practices • Powerful and engaging graphics and content • First impression = First message • Clear direction and navigation
- 20. Best practices • Powerful and engaging graphics and content • First impression = First message • Clear direction and navigation • Showcase your most important content
- 21. Best practices • Useful and clear
- 22. Best practices • Useful and clear • Helps visitors get around, increases pageviews per visit
- 23. Best practices • Useful and clear • Helps visitors get around, increases pageviews per visit • Make important content easy to reach
- 24. Best practices • Useful and clear • Helps visitors get around, increases pageviews per visit • Make important content easy to reach • Group similar content pages
- 25. Best practices • Needs to make sense for the user
- 26. Best practices • Needs to make sense for the user • Increase SEO and page rank
- 27. Best practices • Needs to make sense for the user • Increase SEO and page rank • Don’t overwhelm users
- 28. Best practices • Needs to make sense for the user • Increase SEO and page rank • Don’t overwhelm users • Stay out of the users way
- 29. Best practices • Make it useful and interesting
- 30. Best practices • Make it useful and interesting • Keep paragraphs short
- 31. Best practices • Make it useful and interesting • Keep paragraphs short • Integrate bullets, graphics and video
- 32. Best practices • Make it useful and interesting • Keep paragraphs short • Integrate bullets, graphics and video • Provide information the user wants, not what you want
- 33. Best practices • Use referrals when available
- 34. Best practices • Use referrals when available • Keep content fresh
- 35. Best practices • Use referrals when available • Keep content fresh • Should follow the tone of the brand
- 36. Best practices • Users expect and prefer images and video
- 37. Best practices • Users expect and prefer images and video • Images are universal
- 38. Best practices • Users expect and prefer images and video • Images are universal • Instantly create emotional response
- 39. Best practices • Users expect and prefer images and video • Images are universal • Instantly create emotional response • Quality and size of images are important
- 40. Best practices • Users expect and prefer images and video • Images are universal • Instantly create emotional response • Quality and size of images are important • Helps break up content
- 41. Best practices • Integrate YouTube
- 42. Best practices • Integrate YouTube • People would rather watch than read
- 43. Best practices • Integrate YouTube • People would rather watch than read • Users trust people, not content blocks
- 44. Best practices • Integrate YouTube • People would rather watch than read • Users trust people, not content blocks • Human voice = meaningful content
- 45. Best practices • Integrate YouTube • People would rather watch than read • Users trust people, not content blocks • Human voice = meaningful content • Can show emotion and grab attention
- 46. Best practices • Integrate YouTube • People would rather watch than read • Users trust people, not content blocks • Human voice = meaningful content • Can show emotion and grab attention • Helps SEO
- 47. Best practices • Visible on every page
- 48. Best practices • Visible on every page • Make it easy, provide options
- 49. Best practices • Visible on every page • Make it easy, provide options • Very important on mobile
- 50. Best practices • Visible on every page • Make it easy, provide options • Very important on mobile • Address is important
- 51. Best practices • Visible on every page • Make it easy, provide options • Very important on mobile • Address is important • Reply in a timely manner
- 52. Best practices • Convert visitors into leads/customers
- 53. Best practices • Convert visitors into leads/customers • Provide value to your customer
- 54. Best practices • Convert visitors into leads/customers • Provide value to your customer • Start a relationship, gather information
- 55. Best practices • Convert visitors into leads/customers • Provide value to your customer • Start a relationship, gather information • Set up contact form
- 56. Best practices • Make it easy to find
- 57. Best practices • Make it easy to find • Don’t make it overwhelming
- 58. Best practices • Make it easy to find • Don’t make it overwhelming • Use the information you receive
- 59. Best practices • Important for content heavy sites
- 60. Best practices • Important for content heavy sites • MCA has more than 450 pages
- 61. Best practices • Important for content heavy sites • MCA has more than 450 pages • Helps users who are in a hurry
- 62. Best practices • Important for content heavy sites • MCA has more than 450 pages • Helps users that are in a hurry • Can integrate into CMS
- 63. Best practices • Smartphone and tablet usage is increasing
- 64. Best practices • Smartphone and tablet usage is increasing • Users browse with intent on mobile
- 65. Best practices • Smartphone and tablet usage is increasing • Users browse with intent on mobile • Needs to work on any device
- 66. Best practices • Smartphone and tablet usage is increasing • Users browse with intent on mobile • Needs to work on any device • Bigger buttons
- 67. Best practices • Smartphone and tablet usage is increasing • Users browse with intent on mobile • Needs to work on any device • Bigger buttons • Easy and clear navigation
- 68. Best practices • Less cluttered
- 69. Best practices • Less cluttered • Contrast from light to dark
- 70. Best practices • Less cluttered • Contrast from light to dark • Mobile website verses responsive design
- 71. Best practices • Less cluttered • Contrast from light to dark • Mobile website verses responsive design • Click to call functionality
- 72. Best practices • Less cluttered • Contrast from light to dark • Mobile website verses responsive design • Click to call functionality • Email address option
- 73. Best practices • Important to see performance
- 74. Best practices • Important to see performance • See what topics/pages are popular
- 75. Best practices • Important to see performance • See what topics/pages are popular • Understand who is visiting
- 76. Best practices • Important to see performance • See what topics/pages are popular • Understand who is visiting • Help guide improvements
- 77. Best practices • Important to see performance • See what topics/pages are popular • Understand who is visiting • Help guide improvements • How are people finding your site
- 80. • Drive leads to your website
- 81. • Drive leads to your website • Increase search engine optimization
- 82. • Drive leads to your website • Increase search engine optimization • Greater visibility, top-of-mind awareness
- 83. • Drive leads to your website • Increase search engine optimization • Greater visibility, top-of-mind awareness • Position your business as a leader
- 84. Sharing expertise in the form of social media updates, blog posts, whitepapers and infographics to drive inbound leads
- 86. Personal profile • Fill out your summary, experience, education
- 87. Personal profile • Fill out your summary, experience, education • Add a professional profile picture and background
- 88. Personal profile • Connect with colleagues, clients, people you’d like to do business with
- 89. Personal profile • Connect with colleagues, clients, people you’d like to do business with • Join groups that relate to your industry
- 90. Business profile • Fill out your profile, specialties and web address
- 91. Business profile • Fill out your profile, specialties and web address • Add an image and square logo that represent your brand
- 92. Business profile • Post updates regularly with industry and company news
- 93. Business profile • Post updates regularly with industry and company news • Use ads to target the types of people you’d like to do business with
- 94. What is blogging? • Releasing articles on a regular basis that share industry expertise in bite-sized chunks
- 95. What is blogging? • A way to drive traffic to other areas of your website
- 96. What is blogging? • A way to increase inbound leads and ROI Source: HubSpot
- 97. What blogging isn’t? • A place to post press releases • A place to promote your services • A hard sales pitch Source: HubSpot
- 98. How to create a blog • Work with your website designer, programmer or agency • Or create a blog using Wordpress.org
- 99. What to include • Social share icons
- 100. What to include • Social share icons • An email sign up form
- 101. What to write about • Answers to common questions your clients have Source: HubSpot Editorial Calendar
- 102. What to write about • Answers to common questions your clients have • Industry developments Source: HubSpot Editorial Calendar
- 103. What to write about • Answers to common questions your clients have • Industry developments • Areas of expertise that differentiate your company Source: HubSpot Editorial Calendar
- 104. What to write about • Keep posts between 300 to 500 words
- 105. What to write about • Keep posts between 300 to 500 words • Include a call to action at the end
- 106. What to write about • Keep posts between 300 to 500 words • Include a call to action at the end • Use a visual with each post
- 107. What is slideshare? • A platform for easily sharing presentations, whitepapers and infographics
- 108. What is slideshare? • A platform for easily sharing presentations, whitepapers and infographics • Easily embed presentations on your website or blog
- 109. What is slideshare? • Easily share presentation slides after a conference Download and print today’s presentation at www.slideshare.net/NehlsenComm
- 110. 75 percent The number of executives who watch business-related videos once a week
- 111. 75 percent The number of executives who watch business-related videos once a week 50 times The increase in the chance of appearing on the first page of search results when video is included on a website
- 112. 75 percent The number of executives who watch business-related videos once a week 50 times The increase in the chance of appearing on the first page of search results when video is included on a website 80 percent The increase in conversions on landing pages when video is included
- 113. What to put on YouTube • Videos you want to embed on your website
- 114. What to put on YouTube • Videos you want to embed on your website • A video about your company
- 115. What to put on YouTube • Videos you want to embed on your website • A video about your company • Videos about your company’s services
- 116. What to put on YouTube • Videos you want to embed on your website • A video about your company • Videos about your company’s services • Videos showcasing industry knowledge
- 117. What is Twitter • A mirco-blogging platform for sharing real-time updates
- 118. What is Twitter • A mirco-blogging platform for sharing real-time updates • Can be used successfully for B2B marketing
- 119. Twitter terms Tweet: A status update that is 140 characters or less
- 120. Twitter terms Hashtag: A term that is associated with an event or topic that is preceded by #. #SkilledTrade is an example of a hashtag
- 121. Twitter terms @: Reply to a tweet by putting the @ sign before a Twitter handle @NehlsenComm
- 122. Twitter terms RT: A retweet is when someone shares another user’s tweet with their followers
- 123. Twitter terms Direct Message: Also known as a DM. Allows you to send a private message to a Twitter user
- 124. How to use Twitter • Fill out your profile completely
- 125. How to use Twitter • Fill out your profile completely • Use a professional photo or logo
- 126. How to use Twitter • Fill out your profile completely • Use a professional photo or logo • Add a header that represents your brand
- 127. How to use Twitter • Follow colleagues, competitors, industry leaders, clients and trade publications
- 128. How to use Twitter Five to one rule: Reply or retweet five times as often as you post your own content
- 129. How to use Facebook • Visit the “Settings” tab and fill out as much information as possible
- 130. How to use Facebook • Visit the “Settings” tab and fill out as much information as possible • Make sure to create a custom url for your page
- 131. How to use Facebook • Add a cover photo that represents your brand
- 132. How to use Facebook • Add a cover photo that represents your brand • Use a profile picture that is a square version of your logo
- 134. What is email marketing? • Staying engaged with your core customers and leads to create and maintain top-of-mind awareness
- 135. How to get started • Using and Excel spreadsheet, compile a list of clients, potential clients and former clients you’d like to work with again
- 136. How to get started • Upload the list into an email provider such as MailChimp or Constant Contact
- 137. How to get started • Create an email template with your brand images, fonts and colors
- 138. How to get started • Start sending emails that highlight products, services, share company news and blog content • Always include multiple links back to the website
- 140. What is a KPI? • Short for Key Performance Indicator
- 141. What is a KPI? • Short for Key Performance Indicator • Should be a benchmark that can be measured in leads or revenue
- 142. What is a KPI? • Short for Key Performance Indicator • Should be a benchmark that can be measured in leads or revenue • Facebook fans and website traffic are not KPIs
- 143. Track revenue from a single campaign • Create a spreadsheet of all leads
- 144. Track revenue from a single campaign • Create a spreadsheet of all leads • Track follow-ups
- 145. Track revenue from a single campaign • Create a spreadsheet of all leads • Track follow-ups • Track which leads turned into RFPs
- 146. Track revenue from a single campaign • Create a spreadsheet of all leads • Track follow-ups • Track which leads turned into RFPs • Track which leads turned into contracts
- 147. Track revenue from a single campaign • Create a spreadsheet of all leads • Track follow-ups • Track which leads turned into RFPs • Track which leads turned into contracts • Track total revenue
- 148. • The percentage of RPFs that turn into contracts is the lead-to-sale ratio Contracts signed RFPs received = Lead-to-sale ratio Lead-to-sale ratio
- 149. Lead-to-sale ratio • The percentage of RPFs that turn into contracts is the lead-to-sale ratio • Multiply lead-to-sale ratio by the revenue from and average contract to get estimated ROI Contracts signed RFPs received = Lead-to-sale ratio Lead-to-sale ratio X revenue from average contract = Estimated ROI
- 150. Increased RFPs/Contracts • Set up conversion goals in Google Analytics
- 151. Increased RFPs/Contracts • Set up conversion goals in Google Analytics • Track assisted conversions and direct conversions
- 152. Increased RFPs/Contracts • Set up conversion goals in Google Analytics • Track assisted conversions and direct conversions • Determine which source delivered the most leads