Using the Internet to Grow Your Business AED Annual Meeting  January 18, 2007
Today’s Take Aways <ul><li>Understanding importance & power of web </li></ul><ul><li>Ideas for creating/improving your sit...
What’s everybody else doing in  Internet marketing? <ul><li>Estimated $19,900,000,000 spent online in 2007 </li></ul><ul><...
Which online media will receive more money? <ul><li>Website 32% </li></ul><ul><li>E-mail 22% </li></ul><ul><li>Search 19% ...
What makes the Internet so hot? <ul><li>Combines site, sound, video, animation </li></ul><ul><li>Interactive </li></ul><ul...
What makes the Internet so important to you? <ul><li>Buyers are going there </li></ul><ul><li>Your competitors are there <...
What makes the Internet so important to you? (cont.) <ul><li>Creates credibility, enhances brand image </li></ul><ul><li>A...
What’s it take to have a strong site? <ul><li>The 7-Step Plan to Web Success </li></ul>Evaluation Tech Support Offline Mar...
The 7-Step Plan to Web Success <ul><li>Step 1 Content </li></ul><ul><ul><li>Map out appropriate content </li></ul></ul><ul...
The 7-Step Plan to Web Success <ul><li>Step 2 Navigation </li></ul><ul><ul><li>Is intuitive </li></ul></ul><ul><ul><li>Pul...
The 7-Step Plan to Web Success <ul><li>Step 3 Brand Integration </li></ul><ul><ul><li>Build on the unique brand you alread...
The 7-Step Plan to Web Success <ul><li>Step 4 Online Marketing </li></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><l...
The 7-Step Plan to Web Success <ul><li>Step 5 Offline Advertising </li></ul><ul><ul><li>Use traditional methods to promote...
The 7-Step Plan to Web Success <ul><li>Step 6 Tech Support </li></ul><ul><ul><li>Own it, buy it, rent it, freelance it—mak...
The 7-Step Plan to Web Success <ul><li>Step 7 Evaluation </li></ul><ul><ul><li>Best Practices review  </li></ul></ul><ul><...
What’s it take to have a strong site? <ul><li>The 7-Step Plan to Web Success </li></ul>Evaluation Tech Support Offline Mar...
Make a commitment Use the Internet to Grow Your Business
Thank you <ul><li>Bob Tucker </li></ul><ul><li>Chief Marketing Innovator </li></ul><ul><li>Tucker Marketing Group </li></u...
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Tmg Internet Planning Ppt

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Tmg Internet Planning Ppt

  1. 1. Using the Internet to Grow Your Business AED Annual Meeting January 18, 2007
  2. 2. Today’s Take Aways <ul><li>Understanding importance & power of web </li></ul><ul><li>Ideas for creating/improving your site </li></ul><ul><li>Commitment to make specific changes and gain additional value from your internet investment </li></ul>
  3. 3. What’s everybody else doing in Internet marketing? <ul><li>Estimated $19,900,000,000 spent online in 2007 </li></ul><ul><li>Up >19% from 2006 </li></ul><ul><li>Expected to increase 15-19% in 2008 </li></ul><ul><li>23% of ad spend is now internet related </li></ul>
  4. 4. Which online media will receive more money? <ul><li>Website 32% </li></ul><ul><li>E-mail 22% </li></ul><ul><li>Search 19% </li></ul><ul><li>Webcasting 9% </li></ul><ul><li>Banners 6% </li></ul><ul><li>Sponsorships 5% </li></ul><ul><li>Social Media small but growing </li></ul>
  5. 5. What makes the Internet so hot? <ul><li>Combines site, sound, video, animation </li></ul><ul><li>Interactive </li></ul><ul><li>Ease of use </li></ul><ul><li>Speed </li></ul><ul><li>Open for business 24/7 </li></ul><ul><li>Personalized </li></ul><ul><li>Comprehensive </li></ul><ul><li>Global </li></ul>
  6. 6. What makes the Internet so important to you? <ul><li>Buyers are going there </li></ul><ul><li>Your competitors are there </li></ul><ul><li>The doors stay open all night </li></ul><ul><li>You can reach people everywhere </li></ul><ul><li>Lower cost of sales </li></ul><ul><li>Show your whole line—in action </li></ul><ul><li>Do a sales presentation in your pjs </li></ul>
  7. 7. What makes the Internet so important to you? (cont.) <ul><li>Creates credibility, enhances brand image </li></ul><ul><li>Add new products and services, delete old ones—now </li></ul><ul><li>Track purchases and behaviors to learn how to sell more—more efficiently </li></ul><ul><li>Be easy to do business with </li></ul>
  8. 8. What’s it take to have a strong site? <ul><li>The 7-Step Plan to Web Success </li></ul>Evaluation Tech Support Offline Marketing Online Marketing Brand Integration Navigation Content
  9. 9. The 7-Step Plan to Web Success <ul><li>Step 1 Content </li></ul><ul><ul><li>Map out appropriate content </li></ul></ul><ul><ul><li>Develop with your customers in mind </li></ul></ul><ul><ul><li>Determine photos, video, animation, audio </li></ul></ul><ul><ul><li>Offer a virtual tour </li></ul></ul><ul><ul><li>Consider sourced and syndicated content </li></ul></ul><ul><ul><li>Analyze updating needs </li></ul></ul><ul><ul><li>Create links to partners’ content </li></ul></ul><ul><ul><li>Variations for repeat users </li></ul></ul><ul><ul><li>Personalized data </li></ul></ul>
  10. 10. The 7-Step Plan to Web Success <ul><li>Step 2 Navigation </li></ul><ul><ul><li>Is intuitive </li></ul></ul><ul><ul><li>Pull-down menus </li></ul></ul><ul><ul><li>It’s fast with limited click-throughs </li></ul></ul><ul><ul><li>Users always know where they are onsite </li></ul></ul><ul><ul><li>No dead-ends </li></ul></ul><ul><ul><li>Site map </li></ul></ul><ul><ul><li>Site search engine </li></ul></ul>
  11. 11. The 7-Step Plan to Web Success <ul><li>Step 3 Brand Integration </li></ul><ul><ul><li>Build on the unique brand you already own </li></ul></ul><ul><ul><li>Make the site look and sound like your other marketing tools </li></ul></ul><ul><ul><li>Let them know immediately </li></ul></ul><ul><ul><ul><li>what you do </li></ul></ul></ul><ul><ul><ul><li>why they should care </li></ul></ul></ul><ul><ul><ul><li>how you are different and better </li></ul></ul></ul>
  12. 12. The 7-Step Plan to Web Success <ul><li>Step 4 Online Marketing </li></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>Portal promotion </li></ul></ul><ul><ul><li>Business partner co-branding </li></ul></ul><ul><ul><li>SEM/SEO Key-word search program </li></ul></ul><ul><ul><li>SEO/Natural search </li></ul></ul><ul><ul><li>E-mail </li></ul></ul><ul><ul><li>E-newsletters </li></ul></ul><ul><ul><li>Landing pages/PURLS </li></ul></ul><ul><ul><li>Online promotions </li></ul></ul><ul><ul><li>Social media </li></ul></ul><ul><ul><li>Webcasts, events, online training </li></ul></ul>
  13. 13. The 7-Step Plan to Web Success <ul><li>Step 5 Offline Advertising </li></ul><ul><ul><li>Use traditional methods to promote web visits </li></ul></ul><ul><ul><li>Promote Landing Pages to drive qualified buyers to site </li></ul></ul><ul><ul><li>Offer useful information to drive traffic </li></ul></ul>
  14. 14. The 7-Step Plan to Web Success <ul><li>Step 6 Tech Support </li></ul><ul><ul><li>Own it, buy it, rent it, freelance it—make sure you have what you need and you stay live </li></ul></ul><ul><ul><li>If you have E-commerce make sure it’s easy to use and communications are smooth and continuous </li></ul></ul><ul><ul><li>Determine database opportunities </li></ul></ul><ul><ul><li>Analyze value of intranets, extranets </li></ul></ul>
  15. 15. The 7-Step Plan to Web Success <ul><li>Step 7 Evaluation </li></ul><ul><ul><li>Best Practices review </li></ul></ul><ul><ul><li>Determine metrics worth tracking </li></ul></ul><ul><ul><li>Define ongoing reporting protocol </li></ul></ul><ul><ul><li>Measure promotional lift/ROI </li></ul></ul><ul><ul><li>Conduct surveys </li></ul></ul><ul><ul><li>Repeat this process </li></ul></ul>
  16. 16. What’s it take to have a strong site? <ul><li>The 7-Step Plan to Web Success </li></ul>Evaluation Tech Support Offline Marketing Online Marketing Brand Integration Navigation Content
  17. 17. Make a commitment Use the Internet to Grow Your Business
  18. 18. Thank you <ul><li>Bob Tucker </li></ul><ul><li>Chief Marketing Innovator </li></ul><ul><li>Tucker Marketing Group </li></ul><ul><li>[email_address] </li></ul><ul><li>847-899-8877 </li></ul>

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