web marketing focus group
DESCRIPTION
This is the presentation that I gave at my company\'s partner summit. I provided some strategies to improve their web marketing, and got some feedback on some upcoming web programs. Big thanks to Garr Reynolds and his Presentation Zen book for the inspiration!TRANSCRIPT
© 2008 Overland Storage, Inc.
Gary Ware – Web Marketing Manager
Web Marketing Focus GroupWeb Marketing Focus Group
THANK YOU!THANK YOU!
The WEB SHOULD be the EPICENTER
for all MARKETING ACTIVITIES
The WEB SHOULD be the EPICENTER
for all MARKETING ACTIVITIES
WWW
““
””- Thomas Stewart, Editor- Thomas Stewart, Editor
Harvard Business ReviewHarvard Business ReviewAugust, 2006 Issue EditorialAugust, 2006 Issue Editorial
… … but companies’ but companies’ selling processes selling processes
havehave for the most part for the most part stayed the samestayed the same..
Customers’ buyingCustomers’ buyingprocesses have processes have evolvedevolved in our world of in our world of ubiquitous, instant, global ubiquitous, instant, global communicationcommunication
92% of all technical 92% of all technical buyers go online buyers go online
FIRSTFIRST to research a to research a possible purchase?possible purchase?
““””
-Forrester Research-Forrester Research
In Order to be In Order to be SUCCESSFULSUCCESSFUL you you
need to have a good need to have a good ONLINEONLINE presence presence
Relevant Content Relevant Content & Simple Website & Simple Website
UsabilityUsability
© 2008 Overland Storage, Inc.
Poll
When was When was the last time the last time you updated you updated the content the content
of your of your website?website?
Last Last Week?Week?
Last Last Month?Month?
Last Last Qtr?Qtr?
Last 6 Last 6 Months?Months?
Source: Enquiro Search Solutions, Inc.
Technical Buyer’s Top Technical Buyer’s Top InfluencesInfluences
VendorWebsites
Search Engines
TradeShows
5.5
5.1
4.6
© 2008 Overland Storage, Inc.
Tips for Good Content
• Provide relevant Information that will help users through the buying cycle
• Use bullet points to highlight useful information
• Give your users what they want in a way that they will understand it
Poor website usability can Poor website usability can drive away potential salesdrive away potential sales
Is this your website?
Is this your website?
Is this your website?
Is this your website?
© 2008 Overland Storage, Inc.
Tips for Good Usability
• The main navigation should be easy to use
• Your users should be able to find what they need in three clicks or less
• It should be obvious how to purchase your product
• Contact info should be highly visible
Landing PagesLanding Pages
© 2008 Overland Storage, Inc.
Poll
Do you use Do you use landing landing pages?pages?
Landing Pages keep users Landing Pages keep users
focusedfocused on the offer at on the offer at hand. hand.
The user needs to The user needs to know know
what to dowhat to do, and , and
what’s in it for what’s in it for themthem
Whitepapers 7.1Whitepapers 7.1
Case Studies 6.7Case Studies 6.7
Product Literature 6.4Product Literature 6.4
Analyst Reports 6.1
Analyst Reports 6.1
Types of Content Types of Content Technical Buyer’sTechnical Buyer’s
PreferPrefer
Source: MarketingSherpa
Long Form Short Form
© 2008 Overland Storage, Inc.
Tips for Successful Landing Pages
• Start with a clear call to action
• Use document downloads as fulfillment items
• Keep lead forms short and concise
Overland is Here to Overland is Here to Help!Help!
Lead Generation Lead Generation ProgramsPrograms
© 2008 Overland Storage, Inc.
Lead Generation ProgramsLead Generation Programs
Contents• Flash Banner• Landing page• Custom Tracking Code• Promotional Marketing
Copy
Assistance Assistance Maintaining Maintaining
Overland Product Overland Product InfoInfo
© 2008 Overland Storage, Inc.
Assistance Maintaining Product Info
Possible Solutions• Bundle of product
content and images• iFrames• Content Syndication
(subscription service)
Search Engine Search Engine Marketing ProgramMarketing Program
© 2008 Overland Storage, Inc.
Poll
Do you currently Do you currently use services like use services like
Google and Google and Yahoo! for Yahoo! for Sponsored Sponsored listings?listings?
© 2008 Overland Storage, Inc.
Search Engine Marketing Program
Full Service Program• Maintained by Overland’s Web Team
• Customized landing pages
• Leads will be imported into Partner Point
• Leads are prequalified by Overland’s Telesales Dept
• Cold leads are placed in Lead Nurturing Program
• Use MDF to cover fees
© 2008 Overland Storage, Inc.
Search Engine Marketing Program
Self Service Program• Overland Provides:
Program Playbook – High Converting Keywords– Optimal Bidding Strategy– Landing Page Suggestions
• Partner Provides– Monthly Keyword Report
• Use MDF to cover fees
© 2008 Overland Storage, Inc.
Recap
• Relevant Content & Simple Website Usability
• Use Landing Pages to increase conversions
• Overland is Here to help!– Lead Generation
Program– Product Info
Maintenance– S.E. Marketing
Program
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