7 Steps to Web Marketing

Overview

• Mural’s Web Marketing Belief• Why Market Online• Mural 7-Step Web Marketing Approach• Measuring Success• Proof

Mural Web Marketing Belief

• Mural Mission: To use a full complement of online expertise (Site Design, Usability, SEM, SEO and Analytics) to drive sales results

• Mural Theory: If we can’t measure it, it’s not worth doing

• Mural Promise: You can make you more money through online marketing

Web Marketing: Bait-Fishing vs. Net-Fishing• With traditional marketing channels,

attempting to be too targeted can be overly expensive

• But the web opens up the opportunity for highly targeted and cost-effective campaigns

• Successful web-marketing is like bait fishing. You have to know where to fish, when to fish, what hook to use and what bait to use.

• ….and you have to be constantly learning, because the fish are smart.

Mural 7-Step Web Marketing Approach

Choose a Single

Customer

Find that Customer

Online

Answer 1 Burning Question

Speak How the

Customer Listens

Engage in a Web

Conver-sation

Position a Single Call-to-Action

Measure, Refine, Repeat

Step 1

• Brainstorm highly targeted customer profiles for common buyers of our clients’ service

• Describe those individual personas in terms of their day-to-day life, tasks and use of the web

• Name 10 common questions, desires or complaints that persona might face each day

Choose a Single

Customer

Find that Customer

Online

Answer 1 Burning Question

Answer How the

Customer Learns

Engage in a Web

Conver-sation

Position a Single Call-to-Action

Measure, Refine, Repeat

Step 2• Use keywords that relate to the top 10 desires, questions

or complaints for the personas to find 20 ‘most likely destinations’ online (blogs, forums, social networking, informational portals, etc.)

• Identify the language, graphics, videos and photos those online destinations use to appeal to the audience

• Identify the keywords, ad copy and banner concepts that can ‘hook’ those customers

Choose a Single

Customer

Find that Customer

Online

Answer 1 Burning Question

Speak How the

Customer Listens

Engage in a Web

Conver-sation

Position a Single Call-to-Action

Measure, Refine, Repeat

Step 3

• Create web designs and templates to support and drive:– The core website and brand reinforcement that answers the ‘who are

you?’ burning question– A reusable landing page template for testing marketing themes and

answering any number of burning questions– Ensure SEO optimization through design, structure, layout and copy

• Provide the additional, critical information a customer might need to take the next step (photos/videos, price, availability)

Choose a Single

Customer

Find that Customer

Online

Answer 1 Burning Question

Answer How the

Customer Learns

Engage in a Web

Conver-sation

Position a Single Call-to-Action

Measure, Refine, Repeat

Step 4

• Use multimedia (photos, videos, flash, audio) to translate the key desires, questions and concerns for each target buyer into a simple, visual response

• Where possible, use tours or flash to guide the customer through their experience

• Let the user learn by experience, not be reading (the average browser only reads 12 words / page)

Choose a Single

Customer

Find that Customer

Online

Answer 1 Burning Question

Answer How the

Customer Learns

Engage in a Web

Conver-sation

Position a Single Call-to-Action

Measure, Refine, Repeat

Step 5

• Take every chance to have a live conversation with customers via the web– Click-to-Call, Phone– Live Chat– Ratings, reviews and testimonials

• Encourage customers to drive ratings, reviews and feedback on other forums and destinations (digg this, facebook, de.li.cious, etc.)

Choose a Single

Customer

Find that Customer

Online

Answer 1 Burning Question

Answer How the

Customer Learns

Engage in a Web

Conver-sation

Position a Single Call-to-Action

Measure, Refine, Repeat

Step 6

• Define the single call-to-action we want customers to take– sign up– call now– have a chat

• Test every route to that call-to-action (how many steps, what’s most critical to ‘see’)

• Confirm all routes naturally lead to the call-to-action

Choose a Single

Customer

Find that Customer

Online

Answer 1 Burning Question

Answer How the

Customer Learns

Engage in a Web

Conver-sation

Position a Single Call-to-Action

Measure, Refine, Repeat

Step 7

Choose a Single

Customer

Find that Customer

Online

Answer 1 Burning Question

Answer How the

Customer Learns

Engage in a Web

Conver-sation

Position a Single Call-to-Action

Measure, Refine, Repeat

• Create a Weekly Site Analytics, Source Information, Ad Performance and KPI Dashboard

• Create Usage Behavior and Navigation Reports• Weekly Recommendations and Improvements

Measuring Success

Measuring Success• Page Abandonment and Time on Page – Have

we found the right customer?• First Time vs. Repeat Visitors – Do people come

back?• Natural vs. Paid Traffic – Is SEO working?• Navigation Behavior – Do our call-to-action

steps make sense?• Conversion Goals – Are our calls-to-action

working?• Cost per Lead – Are we driving sales?• Cost per Conversion – Is there an ROI?