Give Them Content … Or Give Them Away Building Websites That Capture Your Customers Jason Falls Social Media Explorer Inbound Marketing Summit Boston October 8, 2009

So, How Do We Do It? Your Website Needs Marketing Too Define Your Product Define Your Audience Define Your Competitors Define Your Environment Define Your Success Build Content Around Your Consumer

Your Website Needs Marketing Too

Define Your Product

Define Your Audience

Define Your Competitors

Define Your Environment

Define Your Success

Build Content Around Your Consumer

Answer These Questions Category Product Name it What are its key benefits? Competition Environmental Factors What Is Success?* Who is our audience? Where do they work, play, shop, dine? What do they like to do for fun? Who are their friends? What interests them (in & out of category) What makes them buy things? Demographics

Category

Product

Name it

What are its key benefits?

Competition

Environmental Factors

What Is Success?*

Who is our audience?

Where do they work, play, shop, dine?

What do they like to do for fun?

Who are their friends?

What interests them (in & out of category)

What makes them buy things?

Demographics

What Would Interest Your Audience? What do we know? (generally speaking) What can we give? (product, expertise) What can we explain? (how-to) What can we share? (other's content) Who can we interview? What can we have fun with?

What do we know? (generally speaking)

What can we give? (product, expertise)

What can we explain? (how-to)

What can we share? (other's content)

Who can we interview?

What can we have fun with?

An Example

Factors To Consider

Don’t Forget! It’s Not Rocket Surgery Start With Marketing Basics Product Audience Competition Environment Success What Would Our Customers Enjoy?

It’s Not Rocket Surgery

Start With Marketing Basics

Product

Audience

Competition

Environment

Success

What Would Our Customers Enjoy?

Let’s Connect Jason Falls Principal Social Media Explorer Email: [email_address] Twitter: @JasonFalls Phone: 502.619.3285 Web: socialmediaexplorer.com