eXtension Webinar - Crafting the Message

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Business & Mgmt

Published on January 15, 2014

Author: UNLExtensionCommunityVitality

Source: slideshare.net


Getting the attention of customers is harder today than ever before. Learning how to craft a marketing message that draws customers to your website where the information you provide benefits them personally. Crafting the message involves understanding landing pages, call to action, and relating that to your marketing goals. Glenn Muske, NDSU and Connie Hancock, UNL Extension provide tips on how to Craft that Marketing Message.

Entrepreneurs and Their Communities Crafting the Message: Effective Online Marketing Glenn Muske – NDSU Connie Hancock - UNL Extension Co-Sponsored by RRDC REGIONAL RURAL DEVELOPMENT CENTERS

Housekeeping Details • If you haven’t already done so, enter your name/email address into the chat box • Session will be recorded • Feel free to type questions/comments at any time

The Starting Point “Build it and they will come” doesn’t work

Examine Your Behavior • What was the last marketing message you saw or heard? • Did you respond? • Why did you respond? • In what media type did you find the message?

Your Marketing Message Must Meet 3 Requirements 1. It gets seen in the jungle – 5000/day or 200 per hour • http://bit.ly/1jqhCBb 2. Message must resonate with the consumer 3. There is a call-to-action

Crafting the Message • Who is the audience • What do they need? What is their headache/problem? • How can you help? It’s not what’s in it for me but what’s in it for them. Think benefits • How do you differ from the competition • Build trust – testimonials, examples, past results,

Some Basics • Marketing is: – Everything you do – Traditional and online – Internal and external – Done by everyone – you, your employees, your customers and your ex-customers – Activities pre, during, and post – SERVICE!

Some Basics: Part 2 • Marketing can: – Sell – Create awareness – Build a brand/identity/trust/relationships – Communicate value/benefits of product/service – Establish yourself in the marketplace – Make connections – Identify who the customer is, what they want and what price they will pay;

Some Basics: Part 3 • Marketing occurs: – Everywhere and anywhere – Among people – And today, a great deal happens online.

Why Online Marketing? • It’s where people are • It influences purchasing behavior – Forrester Research – Buyer today is often 2/3 to 90% of the way through the decision making process before they ever interact with a person – Got there by gathering information online

Your Online Marketing Effort

Online Marketing Keys • Content is king • Distribution is queen • And action trumps them all. – Action rarely happens if the consumer: • Doesn’t know where to go (landing pages) • Isn’t asked to do anything (Call-to-action)

The Marketing Process Evaluation and Start Over Marketing Goals Call to Action Message Landing Page Remember there is nothing that can’t be made better.

Landing Page defined • “…a web page that allows you to capture a visitor’s information through a lead-capture form.” Hubspot

Why landing pages are important • • • • • Generate New Leads Give premium content a home Collect demographic information Understand who is engaged Can be used in multi-channel campaigns http://blog.katapult.co.uk/inbound/inbound-marketing-101-landing-pages-explained/

Good Landing Page Experience – Provides relevant, useful, and original content – Promotes transparency and fostering trustworthiness – Explains your products or services – Makes it easy for customers to navigate your site (including on mobile sites) https://support.google.com/adwords/answer/2404197?hl=en

Elements of a Landing Page • • • • • • • • C = Clear Call to Action O = Offer N = Narrow Focus V = VIA: Very Important Attributes E = Effective Headline R = Resolution – Savvy Layout T = Tidy Visuals S = Social Proof http://blog.kissmetrics.com/c-o-n-v-e-r-t-s/

Write content for the purpose of educating and informing • Offer smaller, bite-sized pieces of your content that can easily digest and easily share • Not entirely unique, but taken from longer pieces that people can opt in or decide to read at their leisure • These can be data points, memorable phrases or action items and will fit nicely for Facebook or Twitter posts http://searchenginewatch.com/article/2320358/5-Ways-to-Have-Killer-Content-in-2014

Perfect Landing Page • Heading – – What they are about to get and why it is important • • • • Bullets Testimonials Call to Action Place for customer to fill in contact information – Less fields to fill in – the better

Improving Your CTA • What do you want customers to do • Create the Hook – What’s in it for me? • Give your customers a reason to act – Provide the sense of urgency • Optimize CTA • Consistent presentation • Test and Measure http://www.socialmediaexaminer.com/how-to-improve-your-social-media-calls-toaction/

Optimizing Call To Action • • • • Consistent presentation Qualify your offer – 100 left Size matters BIG time Placement is key – ”Don’t make me think” – 3 to 5 seconds • Brightly Colored • Whitespace wonders • It’s not what you say – it’s how you say it! http://www.instapage.com/2013/02/20/5-call-to-action-tips/#more-5422

How to get started • Offer something for free – If value is there – the customer will take action Call to Actions Download Buy Find Get Order Purchase Review Shop

• https://squareup.com/

Test – Test - Test • Test different online pages • Test how people respond • Test Social Media – Email marketing – Tweet – Facebook page – Blog • Test Traditional marketing

• Content is what people want. • Content is what people share. • Content is what makes buying decisions happen. http://www.copyblogger.com/2014rainmaker/?utm_source=feedblitz&utm_medium=FeedBlitzEmail&utm_content=779131 &utm_campaign=0

Additional resources • http://huskerpreneur.wordpress.com/resourc es/workshop-materials/landing-pages/ • • • • • • http://www.copyblogger.com/2014rainmaker/?utm_source=feedblitz&utm_medium=FeedBlitzEmail&utm_content=7 79131&utm_campaign=0 http://www.instapage.com/2013/02/20/5-call-to-action-tips/#more-5422 http://searchenginewatch.com/article/2320358/5-Ways-to-Have-Killer-Content-in2014 http://blog.kissmetrics.com/c-o-n-v-e-r-t-s/ https://support.google.com/adwords/answer/2404197?hl=en http://blog.katapult.co.uk/inbound/inbound-marketing-101-landing-pagesexplained/

eTailing – Taking Charge of Your Online Presence http://go.unl.edu/etailing

Online Curriculums • Direct Marketing of Specialty Food • Marketing Agritourism Online http://go.unl.edu/direc http://go.unl.edu/agrit tmarketingfood ourism

Follow us on Blog - http://entrepreneursandtheircommunities.wordpress.com/ Facebook - https://www.facebook.com/eXtensionentrepreneurs Twitter - http://www.twitter.com/extbizteam

Thank You! Mark your calendars 2nd Thursday, 2:00pm ET; 1:00pm CT; 12 pm MT; 11:00 am PT http://connect.extension.iastate.edu/etc-cop – February 13 –Blogging for Food – Jennifer Lewis – The Soup to Nuts Resource for Artisan Food Entrepreneurs – March 13 – Incorporating Video into the Marketing Strategy – Jeremy Doan, Rolling Plains Adventures

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