NETCENTERED MARKETINGleveraging your website for results<br />June 9, 2010<br />
About Element Three // Tiffany Sauder<br />Business First<br />Purdue University// Krannert<br />Purdue Alumnus magazine<b...
About Cirrus ABS // Matt Nickols<br />15 Years Experience in Online Marketing and Website Development<br />Hybrid company ...
Objectives for Today<br />Understand the elements critical to having a successful online presence and marketing effort<br ...
NetCentered Marketing Overview<br />
Net Centered Marketing Overview<br />
Net Centered Marketing Overview<br />
Why the web is so important<br />It’s where your customers and prospects are:<br />
Why the web is so important<br />It’s where the people are:<br />
Why the web is so important<br />
Where the People Are<br />
Why the web is so important<br />More cost effective<br />Mass distribution of your message<br />The web is an equalizer. ...
Why the web is so important<br />It’s Interactive <br />Human/ Social Interaction<br />More timely & reliable information<...
Why the web is so important<br />It’s Measurable<br />
Why Plan?<br />"If You Don't Know Where You're Going, Any Road Will Get You There“<br />~Lewis Carroll<br />
Where to begin<br />
Where to begin<br />Define your objectives <br />example objectives:<br />10 leads per month will come from our website as...
Profitability / Opportunity Analysis<br />Identify areas of highest opportunity:<br /><ul><li>Profitability
Market Size/Demand
Search Volume
Competition
Market Conditions</li></li></ul><li>Profitability / Opportunity Analysis<br />Action Items:<br /><ul><li>Determine your pl...
Identify objectives for your online presence
Rank your products / services by opportunity size</li></li></ul><li>NetCentered Process<br />
Target Demographic<br />Do you know who they are?<br /><ul><li>What are their attributes?
Where can you find them?
Helps you figure out your market potential and growth potential
Create Audience Dossiers</li></li></ul><li>Example Audience Dossier<br />
Target Demographic<br />Action Items:<br /><ul><li>Write down at least one audience segment for each of your selected area...
Create audience dossiers for your top target demographics</li></li></ul><li>Message<br />
Message<br />Develop your value proposition for each audience segment<br />
Think About Benefits<br />Features<br />Six cylinders<br />Four cup holders<br />Leather seats<br />Reclining seats<br />O...
Message<br />Action Item: Define your value proposition for each segment. Create your own message matrix.<br />
Medium<br />
Medium<br /><ul><li>How are you going to get your message to the people who care?
What are these people looking for?
What are they interested in?
What do they read, watch, or listen to?
Can they be approached by a sales person?
Can they be mailed, emailed, called?
Do they meet online or offline?</li></li></ul><li>The Brand Touch-Point Wheel<br />
Medium<br />Action Item: Pick the best mediums to deliver your message for each segment (write down)<br /><ul><li>Online –...
Offline – Direct Mail, Sales Person, Magazine, Newspaper, Radio, Telesales, Tradeshows, Events, etc…</li></li></ul><li>Sal...
What does the customer need to see to be convinced?
What are the steps in the sales process?</li></li></ul><li>Customer Buying Pipeline<br />
Sales Path<br />Action Item: For each segment write down information a customer needs to see to move through the buying fu...
Content Paths<br />
Content Paths<br />Action Items:<br />Online<br /><ul><li>Make sure your website has a page on each unique piece of inform...
Make sure that someone from that segment can clearly navigate to the content they need.</li></ul>Offline<br /><ul><li>Make...
Action<br />Action Items:<br /><ul><li>For each segment determine what you want them to do.
Make sure you have a call to action on every page.
Buy online, come to your store, call me, schedule a meeting, sign-up, learn more, see how, demo sign-up download a whitepa...
Analytics<br /><ul><li>Constant improvement
Measure activity in online and offline marketing tactics
Tie marketing back to the business!
You cannot manage that which you do not measure</li></li></ul><li>Analytics<br />Action Items:<br /><ul><li>Install Google...
Setup Goals to measure your online and offline marketing efforts
Review your results monthly and adjust your strategy based on those results</li></li></ul><li>Analytics<br />
NetCentered Strategy<br />Outreach/ Traffic Drivers<br />NetCentered Strategy<br />Search Engines<br />Word of Mouth/Viral...
Outreach/ Traffic Drivers<br />Outreach/ Traffic Drivers<br />Search Engines<br />Word of Mouth/Viral<br />Traditional Mar...
Represents people looking for what you do
Organic Search Results
Most trusted listings (70%-80% of clicks)
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NetCentered Marketing: Leveraging Your Website for Results

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Element Three and Cirrus ABS join forces to show businesses how to leverage the investment you have made in your website and how to integrate your offline marketing efforts with your website. Integrated are specific action items for how you can enhance the effectiveness of your website.

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  • Tiffany
  • Matt
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  • TiffanyYour stage in the growth lifecycle will determine what your web strategy is – it changes as you evolved and grow (local, national)
  • Tiffany
  • Focusing your resources on the highest impact opportunitiesSearch volumeYour ability to deliver consistently on thatMarketsize/ demandFOCUS, FOCUS, FOCUSGreat tools out there that help us know how many people are looking every month for the things that you are trying to sell. Market conditions change, how you focus your products
  • Matt takes over here
  • NetCentered Marketing: Leveraging Your Website for Results

    1. 1. NETCENTERED MARKETINGleveraging your website for results<br />June 9, 2010<br />
    2. 2. About Element Three // Tiffany Sauder<br />Business First<br />Purdue University// Krannert<br />Purdue Alumnus magazine<br />Inside Indiana Business featured executive<br />Accountable, results oriented brand development, marketing strategy and creative execution<br />
    3. 3. About Cirrus ABS // Matt Nickols<br />15 Years Experience in Online Marketing and Website Development<br />Hybrid company that offers the best of online marketing and technology<br />30 employees <br />Full staff of technical & creative personnel<br />Client ranging from Fortune 500 to small local businesses<br />Founder & CEO of Cirrus ABS<br />Over 15 years experience in entrepreneurship & online marketing<br />Creator of the Cirrus eBusiness Suite platform concept<br />Recognized as a Future 40 award winner; one of NE Indiana’s most accomplished professionals under 40<br />
    4. 4. Objectives for Today<br />Understand the elements critical to having a successful online presence and marketing effort<br />Learn how to create a strong online brand experience for customers and prospects<br />Use your website to measure online and offline marketing efforts<br />Decide if your current online efforts can accomplish the goals you have established<br />Today it’s about strategy and high-level thinking. Next three sessions will be more detail/ tactically oriented.<br />
    5. 5. NetCentered Marketing Overview<br />
    6. 6. Net Centered Marketing Overview<br />
    7. 7. Net Centered Marketing Overview<br />
    8. 8. Why the web is so important<br />It’s where your customers and prospects are:<br />
    9. 9. Why the web is so important<br />It’s where the people are:<br />
    10. 10. Why the web is so important<br />
    11. 11. Where the People Are<br />
    12. 12.
    13. 13.
    14. 14. Why the web is so important<br />More cost effective<br />Mass distribution of your message<br />The web is an equalizer. No longer have to have big media budgets to reach the masses. <br />Less about money, more about discipline and consistency of effort<br />Easy to update content<br />Reduce printing costs<br />Allows you to be responsive to changing market conditions<br />Measurement of success<br />Know what works and eliminate waste<br />
    15. 15. Why the web is so important<br />It’s Interactive <br />Human/ Social Interaction<br />More timely & reliable information<br />Various forms of content<br />Video, audio, interactive graphics, documents, etc<br />Business process functionality<br />i.e. online banking, account creation, purchases, etc…<br />
    16. 16. Why the web is so important<br />It’s Measurable<br />
    17. 17. Why Plan?<br />"If You Don't Know Where You're Going, Any Road Will Get You There“<br />~Lewis Carroll<br />
    18. 18. Where to begin<br />
    19. 19. Where to begin<br />Define your objectives <br />example objectives:<br />10 leads per month will come from our website as a result of our online marketing efforts<br />Establish a strong brand online, as validated by a 15% overall increase in traffic<br />Obtain top five Google search result rankings for top five industry terms<br />Achieve 500 Facebook fans for your brand page<br />
    20. 20. Profitability / Opportunity Analysis<br />Identify areas of highest opportunity:<br /><ul><li>Profitability
    21. 21. Market Size/Demand
    22. 22. Search Volume
    23. 23. Competition
    24. 24. Market Conditions</li></li></ul><li>Profitability / Opportunity Analysis<br />Action Items:<br /><ul><li>Determine your place in the business growth chart
    25. 25. Identify objectives for your online presence
    26. 26. Rank your products / services by opportunity size</li></li></ul><li>NetCentered Process<br />
    27. 27. Target Demographic<br />Do you know who they are?<br /><ul><li>What are their attributes?
    28. 28. Where can you find them?
    29. 29. Helps you figure out your market potential and growth potential
    30. 30. Create Audience Dossiers</li></li></ul><li>Example Audience Dossier<br />
    31. 31. Target Demographic<br />Action Items:<br /><ul><li>Write down at least one audience segment for each of your selected areas of focus.
    32. 32. Create audience dossiers for your top target demographics</li></li></ul><li>Message<br />
    33. 33. Message<br />Develop your value proposition for each audience segment<br />
    34. 34. Think About Benefits<br />Features<br />Six cylinders<br />Four cup holders<br />Leather seats<br />Reclining seats<br />On-board GPS<br />Airbags<br />Variety<br />Benefits<br />Powerful<br />Storage<br />Prestige<br />Comfort<br />Convenience<br />Safety<br />Choice <br />
    35. 35. Message<br />Action Item: Define your value proposition for each segment. Create your own message matrix.<br />
    36. 36. Medium<br />
    37. 37. Medium<br /><ul><li>How are you going to get your message to the people who care?
    38. 38. What are these people looking for?
    39. 39. What are they interested in?
    40. 40. What do they read, watch, or listen to?
    41. 41. Can they be approached by a sales person?
    42. 42. Can they be mailed, emailed, called?
    43. 43. Do they meet online or offline?</li></li></ul><li>The Brand Touch-Point Wheel<br />
    44. 44.
    45. 45. Medium<br />Action Item: Pick the best mediums to deliver your message for each segment (write down)<br /><ul><li>Online – SEO, SEM, Email Campaigns, etc…
    46. 46. Offline – Direct Mail, Sales Person, Magazine, Newspaper, Radio, Telesales, Tradeshows, Events, etc…</li></li></ul><li>Sales Path<br /><ul><li>How do you sell your service/ product?
    47. 47. What does the customer need to see to be convinced?
    48. 48. What are the steps in the sales process?</li></li></ul><li>Customer Buying Pipeline<br />
    49. 49. Sales Path<br />Action Item: For each segment write down information a customer needs to see to move through the buying funnel and become a customer/client. <br />
    50. 50. Content Paths<br />
    51. 51. Content Paths<br />Action Items:<br />Online<br /><ul><li>Make sure your website has a page on each unique piece of information identified in the sales path for each segment.
    52. 52. Make sure that someone from that segment can clearly navigate to the content they need.</li></ul>Offline<br /><ul><li>Make sure that there are landing pages to serve as a call-to-action for offline marketing efforts.</li></li></ul><li>Action<br />
    53. 53. Action<br />Action Items:<br /><ul><li>For each segment determine what you want them to do.
    54. 54. Make sure you have a call to action on every page.
    55. 55. Buy online, come to your store, call me, schedule a meeting, sign-up, learn more, see how, demo sign-up download a whitepaper, free evaluation, sign-up for our newsletter, etc…</li></li></ul><li>Analytics<br />
    56. 56. Analytics<br /><ul><li>Constant improvement
    57. 57. Measure activity in online and offline marketing tactics
    58. 58. Tie marketing back to the business!
    59. 59. You cannot manage that which you do not measure</li></li></ul><li>Analytics<br />Action Items:<br /><ul><li>Install Google Analytics www.google.com/analytics
    60. 60. Setup Goals to measure your online and offline marketing efforts
    61. 61. Review your results monthly and adjust your strategy based on those results</li></li></ul><li>Analytics<br />
    62. 62. NetCentered Strategy<br />Outreach/ Traffic Drivers<br />NetCentered Strategy<br />Search Engines<br />Word of Mouth/Viral<br />Traditional Marketing<br />Social / Business Networks<br />News/Blogs Web Content<br />Email <br />RSS<br />Public Website<br />Brand Image / Graphics<br />Brand Message / Content<br />Apps and CMS<br />Web Application Framework<br />Strategy Management<br />Site Content Management Tools<br />Analytic Tools<br />Lead Management<br />Request Processing<br />
    63. 63. Outreach/ Traffic Drivers<br />Outreach/ Traffic Drivers<br />Search Engines<br />Word of Mouth/Viral<br />Traditional Marketing<br />Social / Business Networks<br />News/Blogs Web Content<br />Email <br />RSS<br /><ul><li>Google, Yahoo, MSN – over 95% of searches
    64. 64. Represents people looking for what you do
    65. 65. Organic Search Results
    66. 66. Most trusted listings (70%-80% of clicks)
    67. 67. Lowest cost and highest return
    68. 68. Search Engine Marketing- Pay Per Click</li></li></ul><li>Outreach/ Traffic Drivers<br />Outreach/ Traffic Drivers<br />Word of Mouth/Viral<br />Traditional Marketing<br />Social / Business Networks<br />Search Engines<br />Email <br />RSS<br />News/Blogs Web Content<br /><ul><li>Online content outside your website
    69. 69. News sites and industry publications
    70. 70. Blogs and directories
    71. 71. Product and service reviews
    72. 72. Online communities & forums</li></li></ul><li>Outreach/ Traffic Drivers<br />Outreach/ Traffic Drivers<br />Traditional Marketing<br />Social / Business Networks<br />Word of Mouth/Viral<br />Search Engines<br />News/Blogs Web Content<br />Email <br />RSS<br /><ul><li>Web enables fast spreading of the word
    73. 73. Create compelling content, offers, and functionality worthy of spreading
    74. 74. Support viral marketing through website
    75. 75. Email a friend
    76. 76. Integration with “Buzz” services (Digg, Buzz, etc…)</li></li></ul><li>Outreach/ Traffic Drivers<br />Outreach/ Traffic Drivers<br />Social / Business Networks<br />Search Engines<br />Traditional Marketing<br />Word of Mouth/Viral<br />News/Blogs Web Content<br />Email <br />RSS<br /><ul><li>Radio, TV, Print, Direct Mail, Yellow Pages, Newspaper, Outdoor, etc…
    77. 77. Shorten message & send to website
    78. 78. Integrate performance tracking metrics
    79. 79. Unique website tracking URLs
    80. 80. Tracking phone numbers</li></li></ul><li>Outreach/ Traffic Drivers<br />Outreach/ Traffic Drivers<br />Word of Mouth/Viral<br />Traditional Marketing<br />Social / Business Networks<br />Search Engines<br />News/Blogs Web Content<br />Email <br />RSS<br /><ul><li>Push Marketing
    81. 81. Get your message in front of clients/prospects quickly & cost effectively
    82. 82. Create segmented lists with personalized messages and content
    83. 83. Track delivery, open, and click thru
    84. 84. Cross sell, up sell, & top of mind awareness</li></li></ul><li>Outreach/ Traffic Drivers<br />Outreach/ Traffic Drivers<br />Search Engines<br />Word of Mouth/Viral<br />Traditional Marketing<br />Social / Business Networks<br />News/Blogs Web Content<br />Email <br />RSS<br /><ul><li>Access large networks of people based on geography, industry, & interests
    85. 85. YouTube, Flickr, Facebook, Twitter, Friend Feed, LinkedIn
    86. 86. Position your business and key people as experts in your field</li></li></ul><li>Where is the Intent?<br />tv<br />dm (direct mail)<br />radio<br />newspaper<br />print (brochures/ads)<br />email marketing<br />social<br />SEO<br />search marketing<br />Tradeshows<br />sponsorships<br />
    87. 87. Public Website<br />Brand Image / Graphics<br />Brand Message / Content<br />Apps and CMS<br />Web Application Framework<br />Public Website<br /><ul><li>Website design, movement, content layout
    88. 88. Establishes your image online
    89. 89. Builds credibility and professionalism
    90. 90. First impression critical to conversion</li></li></ul><li>
    91. 91. Public Website<br />Brand Image / Graphics<br />Brand Message / Content<br />Apps and CMS<br />Web Application Framework<br />Public Website<br /><ul><li>Tell your story in powerful way
    92. 92. Visible copy critical to search engine visibility strategy
    93. 93. Use of various formats: HTML, photos, documents, video and more</li></li></ul><li>
    94. 94. Public Website<br />Brand Image / Graphics<br />Brand Message / Content<br />Apps and CMS<br />Web Application Framework<br />Public Website<br /><ul><li>Tools to manage website content built for ease of use and efficiency
    95. 95. Search Engine Optimization tools
    96. 96. Powerful business applications for online functionality </li></li></ul><li>Public Website<br />Brand Image / Graphics<br />Brand Message / Content<br />Apps and CMS<br />Web Application Framework<br />Public Website<br /><ul><li>Software that powers the website
    97. 97. Built in security, user management, analytics, personalization, and SEO
    98. 98. Modular architecture for flexibility, growth, integration, and upgradeability</li></li></ul><li>Strategy Management<br />Strategy Management<br />Analytic Tools<br />Lead Management<br />Request Processing<br />Site Content Management Tools<br />
    99. 99. Strategy Management<br />Strategy Management<br />Lead Management<br />Request Processing<br />Analytic Tools<br />Site Content Management Tools<br />
    100. 100. Strategy Management<br />Strategy Management<br />Request Processing<br />Site Content Management Tools<br />Analytic Tools<br />Lead Management<br />
    101. 101. Strategy Management<br />Strategy Management<br />Contact Us<br />Name*<br />Email *<br />Phone *<br />Comments *<br />Send<br />Reset<br />Site Content Management Tools<br />Analytic Tools<br />Lead Management<br />Request Processing<br />
    102. 102. NetCentered Strategy<br />Outreach/ Traffic Drivers<br />NetCentered Strategy<br />Search Engines<br />Word of Mouth/Viral<br />Traditional Marketing<br />Social / Business Networks<br />News/Blogs Web Content<br />Email <br />RSS<br />Public Website<br />Brand Image / Graphics<br />Brand Message / Content<br />Apps and CMS<br />Web Application Framework<br />Strategy Management<br />Site Content Management Tools<br />Analytic Tools<br />Lead Management<br />Request Processing<br />
    103. 103. Rules to live by<br />Your website is never, ever done<br />If you can’t update it, get one you can<br />Your homepage is not the only page on your site<br />Be the expert. Claim what you know.<br />Make them care. Talk to them about the benefits, not the features of your product or service. You care about you, they don’t care about you, they care about them.<br />
    104. 104. Questions?<br />

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