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NetCentered Marketing: Leveraging Your Website for Results
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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. …

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
  • Matt
  • Matt
  • Matt
  • Matt
  • Matt
  • Matt
  • Matt
  • Matt
  • Matt
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  • 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
  • Transcript

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