Posted by Carole Mahoney on Mon, Jun 07, 2010
Putting the map together to navigate safely to your destination.
Anything worth doing is worth doing right, or so my mother always told me. Little did I know how then that advice would guide (almost) everything I would do later in life. My high school graduation, my wedding day, my children's birth to my college graduation- every major event involved some type of plan.
So when I began my first marketing jobs out of college, I was thrown off by the utter lack of a plan for anything that was done. Why did it seem that most marketing deptartments were just responding to the need to make noise for sales or some other fire drill type exercise?
I knew there had to be a better way. And why was 'plan' such a 4 letter word anyway?
How to Put the Research to Work and Construct an Action Plan.
I stress the word action, because many seem to have the perspective that research and planning means delaying action and missing opportunities. What I have found is that those that research and plan find more opportunities.
Purpose of the Plan: The 3 W's
Who do you want as a customer? I was chatting with a smart marketer this past last week and she very astutely stated,"Not everyone is your customer, not every customer is profitable. Businesses should focus on customers that are the most profitable over their entire relationship. What is their lifetime value? Who is the easiest to deal with and not a draw on resources? Who comes back again and again? Where is the biggest opportunity?" Right-o Aileen-those are the customers we all want!
What do you want them to do? Sounds simple enough, we want them to buy right? As I heard the infamous Chris Brogan say once, you wouldn't walk up to someone in a bar, say hello, stick your tongue down their throat and then ask them to marry you right? It works the same way online, depending on where someone is in their buying cycle, asking them to hand over their private info (or worse- hand over their hard earned cash!) before they are comfortable and confident giving that out is like trying to make out with strangers. (ok, maybe an extreme example, but one that will stick I bet!)
Having a plan that has a content and/or touchpoint strategy will gently guide your prospects to conversion, at their pace.
What do they want? This means understanding their buying motivation, their real motivation. To do this personas are a key element. In the book 'Waiting for Your Cat to Bark', Jeffrey & Bryan Eisenberg (2 really smart and funny guys! As said in my best SNL impression) define personas as"...representative stand-ins for the modes in which it is possible for individuals to interact with you and your business." This goes far beyond segmentation of demographics or likes and dislikes.
But this is another blog post altogether.
Process to Create the Plan: AIDAS (Attention, Interest, Desire, Action, Satisfaction)
This is really the whole point to having the plan, to know what to do and when to do it. Right place, right message, right time. And the sexy part? You can measure it and test to make improvements on results.
Attention- How will they find you?
Things to Measure: SEO ranking, traffic sources, CTR, social media reach, new unique visitors, top entry pages
Interest- This is where your customers are going to seek more information- about you, your product, your industry, your competitors.
Things to Measure: Top Content pages, blog post visits and subscriptions, RTs, entrance path, product views, product review, returning visitors
Desire: They want a solution, you've given them reason to want yours, now give them a clear and easy way to take action.
Things to Measure: Trial downloads, whitepaper downloads, request for proposals, add to cart
Action: The decision is made.
Things to Measure: lead to closed business ratio, conversion rate, average order value
Satisfaction: A repeat customer is a happy customer (is a profitable customer).
Things to Measure: customer lifetime value, customer retention rate, repeat order value
Of course there are many more things that can be measured. A big part of your plan should include what you will measure and what action you will take on it.
As you can tell by the length of my post here, I love this topic. I could go on and on. If you would like even more information on thsi subject, download the 5 step Internet Marketing Process presentation and learn how you can use it harness the internet.
Posted by Carole Mahoney on Tue, Jun 01, 2010
"A Dream is Just a Dream. A Goal is a Dream With a Plan and a Deadline " ~Harvey Mackay
Learn everything you can about the landscape you need to navigate.
Seems so blah doesn't it? Research- oooh how exciting. Not.
But it really is a critical first step, and being a closet science geek- I think research is really more like a CSI episode. Or like a cowboy deciding his route through the landscape.
I will even go so far as to say research is sexy, like detective work to find the killer and save the day.
And with so much information available to us on the Internet, the opportunities are endless.
Which is really the problem isn't it? There is too much information! How do you not become buried and overwhelmed? Like with all new ventures, have a purpose and a process.
Purpose(s) of Internet Marketing Research
A Process for Internet Marketing Research
- Business Uncovery. Based on the Johari Window of disclosure, business uncovery is a process that 'uncovers' what information you and your customers know about each other, or don't know about each other. This will change over time as your customer relationship is established.
- Business Topology. I first heard this coined by the Bryan & Jeffrey Eisenberg, two really smart guys. Business topology is just what it sounds like, the landscape. This includes your competitor analysis, your perceived business value, and other similar business models.
- Key Word Analysis. I know, it seems like I am beating that same drum over and over. And I will continue to do so until people stop typing their questions and needs into a search engine. Not likely to happen anytime soon. So use their key words, not your office lingo.
Keep the Internet Manageable. Give Yourself a Research Deadline.
This part is totally up to you. Personally I limit research to a set number of sites, keywords, and/or key personnel. You might want to set a timeline, or actual date. The goal here is to not to allow yourself to be overwhelmed with the volume of information, but keep in mind your purpose for researching. If what you are looking at does not suit the purpose, move on.
Want to learn more about how to effectively
incorporate this process into your internet marketing? Download the 5 Step Process Presentation to learn more.
Posted by Carole Mahoney on Tue, May 25, 2010
The term "inbound marketing" is the process of attracting prospects to your company. In relation to today's technology this means using the search engines and social media to drive traffic to your website.
Examples of inbound marketing: 
The comparison is ‘outbound marketing' which is the process of pushing your message to consumers.
Examples of outbound marketing:
- Trade Shows
- Telemarketing
- Direct mail
Hubspot recently conducted a report on The State of Inbound Marketing. The purpose of the report was to understand the current usage and results of inbound marketing to help business owners and marketers. Three of the key findings were:
- Organizations using Inbound marketing strategies to generate leads, have a 60% lower cost per lead than organizations who use traditional outbound marketing strategies to generate leads.
- Social Media and Blogs Are the Most Rapidly Expanding Category in the Overall Marketing Budget
- Businesses Are Generating Real Customers With Social Media and blogs
In my next blog I'm going to summarize the findings and simplify what business owners and marketers need to be doing to generate more leads and reduce their cost per lead. To make sure you don't miss out subscribe to this blog today!
This was a guest post from Stacie Chalmers an Inbound Marketing Consultant and HubSpot partner. She has been involved with marketing since the dinosaur and has graduated from the Inbound Marketing University as a Certified Inbound Marketer. You can read her blogs at Stacie's Inbound Marketing Blog. Originally from Australia, Stacie spent 2 years living in Maine before recently moving to the warmer climate of Florida. However she still maintains her support for Red Sox, Patriots and Bruins !
Posted by Carole Mahoney on Tue, May 18, 2010
As the 1986 wonderhit 'Save Some Time for Me' goes:
"I was thinking I could wait until the work is doneBut you'll only want to get back out and have some funWhy can't you save time for me...There isn't much but it's all that I want from youI showed you what you had to do to make some sense
But time moves fast
And it doesn't last" (Yes, I am being sarcastic on the wonderhit part)
If you're struggling with finding the time to use social media, you're probably wrestling in two ways. You either spend too much time on social media and not using it effectively for marketing, or you're struggling to find the time.
Fortunately, the solutions for both issues are the same!
Five Time Saving Tips to Make the Best Use of Social Media
1. Know your audience and have a purpose. Be intentional about the time you're spending on social media. To do that, you need a plan, a marketing plan. What do you want to accomplish? Who are you trying to connect with? What is important to them?
Recognizing new media as an important part of your marketing plan, and designing action steps, can help you control and use your time efficiently. Understanding that before hand will keep you on task and prevent you from developing ADHD in Twitterland.
2. Schedule your time on social media like an appointment. Set aside time several times a day to check Facebook, log on to Twitter, or read your blogs. If you set aside 45 minutes a day, in three 15 minute increments, and actually put them on your daily planner, you'll begin to control the time spent.
If your marketing plan calls for you to comment on one industry Tweet a day, and one blog, make sure you've scheduled a reasonable, appropriate amount of time to do that.
3. Use social media tools. Tools like Hubspot allow you to manage your social media accounts all within one application, saving you the time of going in and out of multiple accounts. In addition to saving you time, you can also analyze your social media reach and how many leads you are generating from social media.
Some other tools you can use are Google Alerts, Tweetdeck or for analysis TwitAlyzer.
4. Shut off notifications to eliminate distractions. Don't keep your accounts open so that you hear every ping! Intentionally log on when it's time to check an account, remind yourself of what you're trying to accomplish, spend your time there and then log off. You are in charge!
5. Be selective. No one is demanding that you overwhelm yourself with interesting -but essentially useless - content. Sometimes less is better. Stick with those sources that you have come to see real insight through.
Bonus Social Media Tip
6. Create a content schedule that includes social media. If you're supposed to be posting a blog every week, set aside the time to develop an editorial calendar, and then schedule your blogging time every week. If it's an important part of your marketing plan, be intentional, and then follow through.
Not sure if social media is the right fit for your business? Sign up for our Internet Marketing Audit to set you on the right path.
Posted by Carole Mahoney on Fri, Jan 22, 2010
I drive a lot, and some of the ways that I amuse myself is reading vanity plates in traffic. Some have humored me and I have even taken pictures of a few. (like the guy in the convertible mustang who had the plate "NOWIFE". I sent that one to my husband.)
This week's memorable mention is also what inspired this week's post. Some have asked me why I put so much emphasis on internet marketing plans. The NH resident with the brand new black Escalade said it perfectly with his/her plate "PLNAHD". Didn't catch that? Oh, let me explain- the person in the 65k car (in the middle of a recession and by the way more than I paid for my first house) says PLAN AHEAD.
Yes even in the new age of marketing on the internet, putting pen to paper and planning ahead is a vital first step to achieving success with any internet marketing efforts.
When developed and used in collaboration with your business plan (again-you do have a business plan right?)- your marketing plan provides you with the road map to direct your business towards success.
Thinking about your marketing strategy is the easy part, putting it into an actionable plan is going to require some documentation.
Consider history- if it can teach us one thing it should be this: remarkable things happen when there is a plan, incredible things are remembered when they are documented.
Effective (internet) marketing plans should identify and account for the following aspects of your business:
- Business Model & Objectives (the what, why, and how you do what you do- what is your goal here!)
- Market & Audience (who will benefit from what you do, and why they should care)
- Competitors (who else does what you do!)
- Customer Profiling (more than just who they are, but why and how they will approach your business)
- Marketing Strategy (how will you let people know about the wonderful thing you do? )
- Measure, Align, Report (what will you measure according to your objectives and what decisions will you make based on those measurements?)
An internet marketing plan should also have a hidden agenda- take the ego out of your marketing. When you have a plan that identifies your key performance indicators (KPIs), aligns those with your business objectives, and determines your reporting, there is not a lot of room for whomever to say "well, I think, I like, I want to see, what about..". Your marketing is not tossed about at sea with the latest storms of the latest and greatest.
You can develop a strategic and tactical plan that can be analyzed, optimized, and lead to innovation. You will be less stressed chasing down a half thought out idea, you will waste less money on ineffective campaigns, and you will have the road map you need to drive your dream car to your desired destination.
Posted by Carole Mahoney on Wed, Jan 20, 2010
A house is being built across the street from me, and it does not cease to amaze me how quickly a structure with so many internal systems can be put together. Trees are cut, big heavy (and expensive) equipment wakes you up in the morning, and within a matter of days a structure is there that just simply did not exist before.
Being the social person I am, I walk across the street after my morning coffee and chat with one of the builders. (Ok, I admit, my real motivation was to tell him not to park on my lawn- but I was at least nice about it!)
What does this all have to do with websites or internet marketing? I promise, there is point to my story.
So as I am chatting with Bob the Builder, he relates his frustration to me that the house has so many mistakes and do-overs (wasted resources) because he was never given a blueprint. (!) He is winging it as he goes, and as a result is spending too much time and money on a project that no one will be happy with and who knows if it will sell? His workers are frustrated and confused, and there is nothing he can do. He simply can not understand why anyone who spend this kind of money and not invest a little bit extra to make hire an architect. In his words, "a blueprint is worth 10 times the amount you would pay in what you will save in time and money." I relay my condolences and sympathy to him, but I can not help wondering...
Does this sound like any website (or PPC campaigns, email broadcasts) projects you know of (or are working on)?
Why indeed, would you spend a single dime on a building project that you did not sit down and calculate a plan for? Who clears an entire forest of trees to only put a house 20 feet from the road? Why would you spend 5, 10, or 15 thousand dollars on a website and not plan scenarios on how your customers will want to interact with your website? Why would you not set goals and then measure against those goals to determine your success? If it is worth doing, isn't it worth doing right?
In the rush to get your website renovated, or the campaign launched, are you cutting corners and missing the mark?
In today's competitive landscape and tight budgets, it not only makes sense to have a marketing plan, it is essential to growth (and survival!). More specifically, a marketing plan not only details what your company's goals are, it should take into account what your customer's goals,objectives, and preferences are. After all, if your customers can reach their goals through you, that adds to your bottom line.
It still comes down to those 3 seemingly basic questions:
- WHO are you trying to persuade?
- WHAT are you trying to persuade them to do?
- HOW will they feel confident in taking that action (with you)?
It is, and will always be, all about the customer.
Posted by Carole Mahoney on Wed, Jan 20, 2010
It is always refreshing to know that you are not alone in the world, that there are others like you who think (and act) like you. This was how I felt after returning from NYC to attend Future Now's Persuasive Online Copywriting and Call to Action seminars.
Years ago when I decided to pursue a career in marketing, I was driven by the concept of motivation and persuasion. Why do people do what they do, why is it that given the same circumstances and environment people can have completely different perspectives (tomato- tamato anyone?), why do people make the decisions that they make? Why, why, why, why....
And so I studied marketing plans, demographics, customer segmentation versus mass marketing, and sales processes. I even dabbled in philosophy and psychology and consumer behavior and still the question nagged at me- but why? All of the traditional methods of marketing told me the what or the how, not the why.
And then came search engine marketing- now we are getting somewhere, or so I initially thought. I soon learned that a lot of SEO and SEM experts were merely playing the same numbers game as traditional marketing mediums. Find out what the most searched terms are and use those for the website to get better rankings and more visibility. In other words, lets dump more traffic into a sales funnel that is full of holes. But I was determined, there had to be a better way, I still wanted to know why.
What was the intent of the person who typed in that search term, what questions are they looking to answer, and how can I best answer that for them?
The methodology that I have learned so far from the great people at Future Now answered the why. The why is answered when you consider, plan for, test, optimize, and refine the marketing to align with a person's decision making preferences.
And just how do you do that you ask? Start with these three questions:
- Who are you trying to persuade?
- What are you trying to persuade them to do?
- What does that person need in order to feel comfortable and confident taking that action?
The first two are not new questions to most marketers, the third brings to light the missing link.
Our personality traits shape how we see and interact with the world (and make our decisions). Your customers have a preference for how they interact with you, and it just might not be what you expect. People will easily do what they want to do, the job for marketing should be to figure out what it is that they want, how they want it, and deliver it in a way that is appealing to them.
So the small step for search engine and internet marketing? Empathize with your customers, after all, it is all about them is it not? Don't talk at them, talk with them, in their language, in a way that they are comfortable with. If you have traffic coming to your website, then you have potential customers coming to you with questions. Do you know what questions they are asking? Does your site answer those questions, or frustrate them (and they leave to visit your competition)? All that polished, clever, and pretty copy writing will not mean anything to your customer if it does not answer their questions.
I know what you are thinking- of course I empathize and listen to my customers- but are you really listening? All the focus groups and surveys in the world will not give you your customers natural reaction to your company, product, or service.
But here is the good part, with the internet as a marketing medium, we now have the opportunity to really find out what customers think. Web analytics can tell you how they found you and how they interact with your website. Online forums, blogs, and customer reviews can tell you what they really think. With every click on your website, your customers are telling you what they like, and what they don't. Your customers are in control of the message online, are you listening, or are you making your decision based on actual behavior, or speculations?
So here is the start, the small step marketers need to take to shift the thinking back to the customer. Because it is all about the customer...
Answer that third question, and you have taken that small step.