Presentation for Microsoft 5W/25 series on marketing for IT Consultants and Managed Services Providers. Pronto Marketing provides online marketing for IT Consultants and Managed Service Providers.

1. 5W/25 Partner Training
Partners Webcast Series
“Focused on Growing
your Business”
www.mssmallbiz.com/training

2. Building Your
Online Marketing Engine
Derek Brown
President
Pronto Marketing
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3. Quick Introduction
Founder - Pronto Marketing
Focus on IT services marketing
12+ Years at Microsoft
BMO Director Microsoft Thailand
Director Product Management Windows SBS
Director WW Marketing Mobile Devices
Also tech start-ups, TechData and more…
Adjunct Professor Digital Marketing Strategies
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4. Lead
Website
Generation Fundamentals

Search-
Blogging & Social
Getting to
Networking
the Top

The
Monthly
Newsletter

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5. Step 1
Your prospect is a click away from goodbye
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6. 6
Engaging professional services firms. © The Economist Intelligence Unit Limited 2008

7. “
Unless the first impression is favorable,
visitors will be out of your site before they
even know that you might be offering more
than your competitors,”
Gitte Lindgaard
Carleton University
Ottawa, Canada
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8. A
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9. B
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10. You tell me…
A B
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11. Which site better projects
a more professional image?
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12. Before
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13. After
1. Immediate visual
2. Clear organization
3. Solid messages in
3 functional areas
4. Good local SEO; title
tag and copy
5. “Call to Action” links
6. Trust Symbols
7. Lead Generation
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14. Messaging – Write like you talk…
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15. 15

16. Checklist: What You Must Do
K.I.S.S.
Make a professional first impression
Clean design with clear organization
Trust symbols – a pictures worth 1000 words
Invest in a little good content
Address pain points and benefits – not technology
If you can’t keep it current – don’t have it
Get a real web copy writer to help out
SEO
That’s next…
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17. Step 2
Getting Ranked When it Matters
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18. 18
Engaging professional services firms. © The Economist Intelligence Unit Limited 2008

19. Search Resources
Microsoft Program – gets your started
Remember SEO is not Set & Forget!
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20. Search Marketing – Organic & Paid
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21. The 10 Pack – Los Angeles
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22. 10 Pack – Long Tail
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23. 23

24. 24

25. Page Relevance
versus
Page Rank
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26. Relevance = Keywords & Content
Get your keywords right
Local: know your vernacular
Core: IT, computer, network, support, service
Vertical: Dental, Dentrix, Insurance
Secondary
Small Business Specialists, Microsoft Gold, SonicWall
Keep your content fresh – blog baby, blog.
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27. 5 Relevance Must Do’s
1. Title Tag - SERPs weigh title tags very highly
Keep to 70 characters, different for every page
2. Header Tags
<H1> <H2> = Google thinks “important”
3. Body Copy
Reinforce core + geos, terms and certifications
4. Image Alt and Link Text
“click here” doesn’t help
5. Meta Description
Won’t hurt, probably won’t help
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28. Local Keywords
Make an exhaustive list – and use it!
Seattle
Belltown, Green Lake
King, Kitsap
West Seattle
Eastside, Bellevue, Redmond
Seatac
Puget Sound
Northwest
WA
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29. Local: Getting on the 10 Pack
Do the “Must Do’s +
Address on every page
800# is OK, local is better
Register with Google Local Business Directory
Include keywords in your title
Include keywords in your listing
Same for Bing, Yahoo!, etc.
Get more inbound links and recommendations
Reviews (more on this)
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30. Rank Tips
This is the really hard work…
Reviews
Blogs
Contribute
Clients
Organizations
PR
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31. Step 3
Essential relationship marketing
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32. • Strong preference for
E-mail & Newsletters
• Overall, online and digital
content is the preferred
media for communication
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33. Newsletter 3 C’s
Consistency – 7+
Timing
Design
From, Subject, Voice
Content
You don’t need a book
2-3 articles is fine
Call to Action
1-2 specific actions
Services Offer, Referral, Free Assessment
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34. 34

35. 35

36. 36

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38. 38

39. Production Tips
Always be collecting content
Remember “New to You”
Get a good Email Service provider
Use a good, provided, HTML template
Do not do yourself unless you’ll test
Measure, test, measure…
Don’t expect instant wins – drip marketing takes time and
consistency. One new client will pay for the program.
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40. Step 4
Why you need to find the time
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41. “
“
I just asked. I literally sent them
out to everyone on my contact list.
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42. Blogging – no time, no reason
1. Blogging Improves Your Company’s Reputation
2. Blogging Increases Your Website Traffic
3. Blogging Improves Your Business Insight
In a nutshell, blogging brings a whole new
dimension to business presence in the vast
World Wide Web, making you more accessible
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43. 43

44. Step 5
Wanting it and being ready are different
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45. Questions to Ask Yourself
Are there the resources and focus over time?
Can you track and measure results?
Do you have lead capture engines?
Is your CRM system and process in place?
Do you have a plan for lead nurturing?
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46. 46

47. 47

48. Snail Mail Marketing
Consistency always trumps everything else
Don’t do what you can’t sustain
Quality lists – hopefully with sales support
Clear call to actions
Connect to your website
A constant postcard campaign may get you the
highest ROI (“TCO” perspective)
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49. Email Marketing
What is Spam?
When you send an email to someone you don't know (such as to the
president of a company you'd like to become your client), that's an
"unsolicited" email. Sending one unsolicited message to someone is
obviously not spam. That's "doing business.”
But when you send an unsolicited email to an entire list of people you
don't know, that's spam.
Assume that quality opt-in list are not for sale
Use unsolicited email carefully and thoughtfully
Build your own opt-in list
49 http://www.mailchimp.com/page/terms/

50. Pay Per Click – get some help
Example: Google, Bing
Make a small but consistent
investment
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51. Bonus Topic
What you don’t know can hurt you
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52. 52

53. Physician Reviews – The Impact
82% of patients have searched or researched
a physician online
90% of consumers trust reviews and
recommendations of other patients
58% of your prospective patients will make an
appointment with your competitor after seeing
negative reviews of your practice
53 http://www.merchantcircle.com/blogs/CEILA.Company.866-500-2044/2009/6/Doctors-Guide-
To-Managing-Negative-Patients-Reviews/261322

54. 54

55. Start paying attention and
being proactive with your
reputation management.
55

56. Lead
Website
Generation Fundamentals


You
Search-
Blogging & Social
Getting to
Networking
the Top

The
Monthly
Newsletter

56

57. 57

58. Pronto Marketing
Managed Services for Marketing
Getting online marketing in gear for Microsoft Partners
www.prontomarketing.com
Derek Brown
1-800-476-1828
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59. © 2008 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.
The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should
not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS,
IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
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