How to Build a Successful Internet Marketing Strategy in 5 Steps Dave Reske Managing Director [email_address] COPYRIGHT ©2...
Nowspeed Overview <ul><li>Improved Lead Generation </li></ul><ul><li>Advanced Search Engine Marketing </li></ul><ul><li>Ef...
Marketing Strategy and Tactics COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL
The State of Marketing Strategy Program Measurement <ul><li>Do you use common metrics such as cost-per-lead, cost-per-qual...
The State of Marketing Strategy Program Measurement <ul><li>Can you determine the impact that a specific offer, list or ke...
The State of Marketing Strategy Program Planning <ul><li>Do you use a campaign planner to detail frequency, budget and exp...
The State of Marketing Strategy Brand Guidelines <ul><li>Do you have a documented value proposition and key messages for e...
The State of Marketing Strategy Competitive Benchmarking <ul><li>How often do you evaluate your competitor’s internet mark...
The State of Marketing Strategy Competitive Benchmarking <ul><li>Have you collected feedback from your target audience to ...
<ul><li>Look at where you’ve been to determine where you should be going </li></ul><ul><li>See what the other guys are doi...
1. Look at where you’ve been to determine where you should be going <ul><li>Take an inventory of activities used over the ...
2. See what the other guys are doing and determine what you can do better <ul><li>Conduct a competitive benchmark by revie...
2. See what the other guys are doing and determine what you can do better <ul><li>Categorize what is working and what isn’...
3. Define who you’ll talk to and what you’ll tell them <ul><li>Identify variables that differentiate groups of customers <...
4. Validate what makes you remarkable <ul><li>Utilize surveys and focus groups to validate your assumptions with customers...
5. Align your activities with your goals <ul><li>Identify your program budget, lead and ROI goals </li></ul><ul><ul><li>De...
5. Align your activities with your goals <ul><li>Build a planner to detail the marketing mix, activity frequency, budget a...
Nowspeed Internet Marketing Strategy Services <ul><li>Marketing Program Audit </li></ul><ul><li>Marketing Program Planning...
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How to Build a Successful Internet Marketing Strategy in 5 Steps

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Creating a successful Internet marketing strategy is more than just combining a set of tactics together that produce results. A successful strategy comes from understanding your target audience and competitors, then leveraging this insight to create messages that resonate and programs that produce results. Finding out what works and what doesn't is imperative to the development of any marketing professional or marketing program. Surprisingly though, the biggest mistake marketers make (and continue to make) is simply throwing tactics at a goal, with little regard for strategy.

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Transcript of "How to Build a Successful Internet Marketing Strategy in 5 Steps"

  1. 1. How to Build a Successful Internet Marketing Strategy in 5 Steps Dave Reske Managing Director [email_address] COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL Mike Plante Director of Client Programs [email_address]
  2. 2. Nowspeed Overview <ul><li>Improved Lead Generation </li></ul><ul><li>Advanced Search Engine Marketing </li></ul><ul><li>Effective Internet Marketing Strategy </li></ul><ul><li>Optimized Website Design & Content </li></ul><ul><li>Engaging Social Media Marketing </li></ul>COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL
  3. 3. Marketing Strategy and Tactics COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL
  4. 4. The State of Marketing Strategy Program Measurement <ul><li>Do you use common metrics such as cost-per-lead, cost-per-qualified-lead or ROI to measure all of your marketing campaigns? </li></ul>COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL
  5. 5. The State of Marketing Strategy Program Measurement <ul><li>Can you determine the impact that a specific offer, list or key message had on your marketing campaigns? </li></ul>COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL
  6. 6. The State of Marketing Strategy Program Planning <ul><li>Do you use a campaign planner to detail frequency, budget and expected results month over month for each of your marketing campaigns? </li></ul>COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL
  7. 7. The State of Marketing Strategy Brand Guidelines <ul><li>Do you have a documented value proposition and key messages for each of your target audience segments? </li></ul>COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL
  8. 8. The State of Marketing Strategy Competitive Benchmarking <ul><li>How often do you evaluate your competitor’s internet marketing campaigns? </li></ul>COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL
  9. 9. The State of Marketing Strategy Competitive Benchmarking <ul><li>Have you collected feedback from your target audience to validate your competitive advantage? </li></ul>COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL
  10. 10. <ul><li>Look at where you’ve been to determine where you should be going </li></ul><ul><li>See what the other guys are doing and identify what you can do better </li></ul><ul><li>Define who you’ll talk to and what you’ll tell them </li></ul><ul><li>Validate what makes you remarkable </li></ul><ul><li>Align your activities with your goals </li></ul>Internet Marketing Strategy in 5 Steps COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL
  11. 11. 1. Look at where you’ve been to determine where you should be going <ul><li>Take an inventory of activities used over the previous 12 months </li></ul><ul><ul><li>Get common metrics on all media types… cost-per-lead or cost-per-qualified-lead </li></ul></ul><ul><ul><li>Identify funds allocation and ROI realized per media type </li></ul></ul><ul><ul><li>Identify the elements that drove success… offer, message, list, etc. </li></ul></ul><ul><ul><li>Decide what was effective and why </li></ul></ul><ul><li>Do more of what worked. But, don’t just rerun campaigns. </li></ul><ul><ul><li>Allocate 60% of budget to the media types that worked </li></ul></ul><ul><ul><li>Allocate 20% of budget to tweak and test tactics </li></ul></ul><ul><ul><li>Allocate 20% of budget to test new media types </li></ul></ul>COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL
  12. 12. 2. See what the other guys are doing and determine what you can do better <ul><li>Conduct a competitive benchmark by reviewing the programs or websites of your top competitors: </li></ul><ul><ul><li>How effectively are they communicating key messages? </li></ul></ul><ul><ul><li>What pain points are they addressing? </li></ul></ul><ul><ul><li>Are they targeting a specific segment, buyer type or contact? </li></ul></ul><ul><ul><li>How effective is their branding? </li></ul></ul><ul><ul><li>How effective are their landing pages? </li></ul></ul><ul><ul><li>What stages of the buying cycle are they targeting? </li></ul></ul>COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL
  13. 13. 2. See what the other guys are doing and determine what you can do better <ul><li>Categorize what is working and what isn’t </li></ul><ul><li>Identify where you can win and where catch up is needed </li></ul><ul><ul><li>Leverage this insight to determine where product enhancements or repositioning may be needed </li></ul></ul>COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL
  14. 14. 3. Define who you’ll talk to and what you’ll tell them <ul><li>Identify variables that differentiate groups of customers </li></ul><ul><li>Identify and rank the key purchase criteria of your segments </li></ul><ul><li>Identify your advantage and where catch up is needed </li></ul><ul><ul><li>Leverage this insight to determine where product enhancements or repositioning may be needed </li></ul></ul>COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL
  15. 15. 4. Validate what makes you remarkable <ul><li>Utilize surveys and focus groups to validate your assumptions with customers, prospects AND lost customers and prospects </li></ul><ul><ul><li>Include representation from your most important segments </li></ul></ul><ul><ul><li>Leave room for open feedback on your assumptions, brand and competitors brand </li></ul></ul><ul><ul><li>Explore if key purchase criteria and your advantage change per segment </li></ul></ul><ul><ul><li>Prepare to learn from the good and the bad </li></ul></ul>COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL
  16. 16. 5. Align your activities with your goals <ul><li>Identify your program budget, lead and ROI goals </li></ul><ul><ul><li>Determine the media types that will help you connect with your target audience and their needs </li></ul></ul><ul><ul><li>Identify media type budget allocation, lead and ROI goals </li></ul></ul><ul><ul><li>Implement a method to flag tactics that don’t meet program goals </li></ul></ul><ul><li>Again… do more of what worked. But, don’t just rerun campaigns. </li></ul><ul><ul><li>Allocate 60% of budget to the media types that worked </li></ul></ul><ul><ul><li>Allocate 20% of budget to tweak and test tactics </li></ul></ul><ul><ul><li>Allocate 20% of budget to test new media types </li></ul></ul>COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL
  17. 17. 5. Align your activities with your goals <ul><li>Build a planner to detail the marketing mix, activity frequency, budget allocation and expected results month over month </li></ul>COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL
  18. 18. Nowspeed Internet Marketing Strategy Services <ul><li>Marketing Program Audit </li></ul><ul><li>Marketing Program Planning & Management </li></ul><ul><li>Competitive Benchmarks </li></ul><ul><li>Segmentation & Positioning Workshops </li></ul><ul><li>Survey & Focus Group Facilitation </li></ul><ul><li>Value Proposition & Key Message Development </li></ul><ul><li>Value Proposition & Key Message Testing </li></ul>COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL

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