Internet marketing is still marketing. The way people buy has changed, therefore the tactics have changes. But the concept of understanding your audience is just as true today as it was yesterday.

1. The MiM 5 Step Process to Harness the
Dynamic Power of Internet Marketing
Thursday, June 24, 2010 1

2. Don’t you just love data?
Did you know...
• 76.3% of the US population are internet users at the end of
2009.
• 46.1 million mobile data users in the U.S. used mobile
search functions in the third quarter of 2007 with local
listings being the main objective.
• There are currently 461,580 users on Facebook. In Maine.
• There are 236,600 Facebook users within a 25 mile radius
of where you are now sitting.
Sources: Internet World Stats, Nielsen, Facebook
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3. The Bad News.
• A survey of B2B buyers only find relevant content 42% of the time
online.
• The lack of relevant content as perceived by buyers is responsible for
reducing the vendor's chance of closing the sale by 45%.
• Web sites not designed with customer goals in mind waste millions in
lost revenue and and higher customer support costs.
• Factors that limit a company's ability to boost overall Web site satisfaction
scores, include:
• Rising consumer expectations.
• Web site projects that don't actually
address customer needs.
• Failure to follow basic usability standards.
Sources:DemandGen, Genius.com, Forrester
Thursday, June 24, 2010 3

4. The (potentially) Good
News
• 95% of recent B2B purchasers said the solution
provider they chose “provided them with ample content
to help navigate through each stage of the buying
process.”
• To satisfy Web site visitors, online customer
experience professionals should find and fix known
usability flaws, use personas to understand what
people really want from their site, design emotionally
engaging experiences that go beyond functional
design, and begin planning the online experience of
the future.
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5. Some more good news...
Source: Hubspot State of Inbound Marketing Report
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6. What you can (and should)
expect...
• Reduction in customer
acquisition cost.
• Increased conversion rates.
• Increase in retention rate.
• Increase of customer
lifetime value.
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7. Is this all just theory?
Client case study: The FeedRoom.
• 76% reduction in
cost-per-lead (CPL)
• Increase in conversion
rate from .68% to 4.3%
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8. A little more about me.
Decide for yourself- here’s how:
Read the blog:
http://www.minternetmarketing.com/blog/
Have fun Facebook:
http://www.facebook.com/carole.mahoney
Follow our thoughts on Twitter:
http://twitter.com/minetmarketing
Follow & Connect on LinkedIn:
http://www.linkedin.com/in/carolemahoney
http://www.linkedin.com/companies/mahoney-internet-
marketing
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9. Our agenda
• What all businesses have in common.
• How the Internet has shifted marketing
tactics.
• Why Internet marketing is still
marketing.
• Some Internet marketing basic concepts.
• The purpose behind the MiM process and
why it is critical for results.
• The MiM 5 step process for success.
• Questions....
Thursday, June 24, 2010 9

10. 3 Things that all businesses have in
common.
1.All have an ultimate conversion goal (that can be
measured).
2.Each conversion requires a series of steps to help
visitors achieve that goal.
3.Each has visitor/audience have their own goals and
their own ways of accomplishing them.
Thursday, June 24, 2010 10

11. The Common Factor between
B2B & B2C.
• You are still selling
something and trying to
persuade someone (or a
group of) to take action.
• Both have a sales
process.
• Hint: Only you care
about the sales process,
your potential customers
only care about WIIFM.
Thursday, June 24, 2010 11

12. If it looks like a duck, and quacks like a
duck....It's still marketing.
Your marketing strategy
still needs to address
AIDAS.
Text
• Attention
• Interest
• Desire
• Action
• Satisfaction
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13. The landscape has changed.
Because the way people buy has changed.
Another challenge, understanding that your
online visitors:
• Control their experience
• Are goal oriented
• Are fragmented
• Want a self service environment (that’s why
they are online)
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14. The tactics have shifted.
You are here.
Thursday, June 24, 2010 14

15. Starting with some basics.
Decide what type of site you have (or want).
How does it fit into your business model,
marketing plan, and sales process?
4 types of commercial sites (or a combination of )
1-E-Commerce. Goals: Increase sales, decrease marketing and
distribution expense.
2-Content. Goals: Increase readership, level of interest, time on site.
3-Lead-generation. Goals: Increase and segment leads.
4-Self service. Goals: Increase customer satisfaction and decrease
support costs.
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16. The purpose behind the
process.
Thursday, June 24, 2010 16

17. It’s not just about marketing...
• You are creating a structure that makes testing,
measuring and optimizing on a continuing basis
streamlined.
• Makes project management easier and
simpler to follow.
• Helps non-technical people to lead and manage internet
marketing.
• Creates a structure that non-experts can operate in.
• Allows organizations to capitalize on strengths while minimizing
weaknesses over time.
• Reduces overall marketing expense because you are able to get
more from existing traffic.
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18. The Process
1. Research
2. Plan
3. Implement
4. Measure & Test
5. Optimize
Thursday, June 24, 2010 18

19. •
1- Research
Determine current business
model and topography.
products/service USP,
competitors.
• Core Business Value
• Map Selling Process
• Determine Business KPIs
• Customer knowledge, need,
risk, consensus.
• Customer information &
decision making style.
• Map Buying Process
Thursday, June 24, 2010 19

20. The Goal Posts.
Your Sales Process Their Buying Process
Find Prospect Recognition of need (Attention)
Build Rapport Search for Info (Interest)
Qualify Leads Decide Next Step (Desire)
Present Proposal Purchase Decision (Desire)
Close Sale Purchase Decision (Action)
Post- Sales Eval Post- Purchase Eval (Satisfaction)
Thursday, June 24, 2010 20

21. Finding just the right spot
Thursday, June 24, 2010 21

22. • Define Personas, create
2. Plan
narratives
• Determine the tone of copy
• Identify the content strategy
needed for the persona
• Identify the tactics to drive into
sales funnel
• Wire frame the conversion
process.
• Create the site map
• Align the keyword phrases to
each page
• Map the points of measurement
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23. Introducing ...your
Customer
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24. The Garden is Planned
Thursday, June 24, 2010 24

25. 3. Implement
• Create persuasive copy
• Create visual mock up of page levels
• Design in grey scale
• Design in with color
• Create in HTML
• Test!!!!!!
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26. The Labor of Love
Thursday, June 24, 2010 26

27. 4. Measure & Test
• Establish the new
baselines
• Run tests
• Report findings
Thursday, June 24, 2010 27

28. Advanced Metrics for Content &
Lead Generation sites
• Reject Rate- Home Page (or other
highest entry page
• Reject Rate- All Pages
• Repeat Visitor Share
• Heavy User Share
• Committed Visitor Share
• Committed Visitor Volume
• Visitor Engagement Index
• Scanning Visitor Share
• Scanning Visitor Volume
• Scanning Visitor Index
• Take Rate
Thursday, June 24, 2010 28

29. Advanced Metrics for E-Commerce sites
• Conversion Rate
• Average Order Amount (AOA)
• Sales Per Visit (SPV)
• Cost per Order (CPO)
• Cost Per Visit (CPV)
• Order Acquisition Gap (OAG)
• Order Acquisition Ratio
(OAR)
• Contribution Per Order (CON)
• Return on Investment (ROI)
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30. 5-Optimize
• Implement updates and
changes as needed from
measurement and testing.
• Refine the strategy
according to results.
• Invest in the tactics with
the highest returns.
• Develop new content as
needed.
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31. Questions?
How does your
marketing garden look?
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