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Welcome to the Core Online Marketing
Executive Online Marketing Seminar
What is Online Marketing?
Nearly two-thirds of consumers (61%) use search engines to help them in
their product research d...
The ROI of Online Marketing is Your
Business Will Still Exist in 5 Years
What is Online Marketing?
Using appropriate, available tools and
offering relevant content
to engage in value based conversations
with communities o...
TV Ads Print Ads Direct Mail Referrals NetworkingRadio Ads
What is Online Marketing?
Investigate DecisionSearch
Post SalesGet Found Educate/Nurture Convert
Service/Support
Proceed Strategically
Educate/Nurture Convert
Post SalesGet Found
SEARCH ENGINE
OPTIMIZATION/
ONLINE
ADVERTISING
SOCIAL
MEDIA
ANALYTICS
MARKETIN...
The Fundamentals/Content
With Online Marketing….
CONTENT IS KING
“When content became king, marketers became publishers. W...
RELEVANCE….Develop fresh, compelling content
for search engines and searchers
AUTHORITY….Establish your online visibility ...
The Fundamentals/Get Found
 On-Page Search Engine Optimization (SEO)
 Off-Page Search Engine Optimization (SEO)
 Search...
Why Search Engine Optimization is SO IMPORTANT
37% CTR
12% CTR
10% CTR
8% CTR
6% CTR
The Fundamentals/Get Found
ON-PAGE SEO
Is your WEBSITE RELEVANT to what your
prospects are searching for?
The Fundamentals/Get Found
OFF-PAGE SEO
Does your online community view you
as an AUTHORITY?
The Fundamentals/Get Found
LINK BUILDING
“Since the late 1990's search engines have used links as votes -
representing the democracy of the web's opi...
The Fundamentals/Get Found
ONLINE ADVERTISING: PART OF THE MIX
The Fundamentals/Social Media
IS SOCIAL MEDIA NECESSARY?
The Fundamentals/Social Media
• Brand Building
• Inbound Lead Generation
• Customer Service/Retention
• Expanding Reach/Amplify Your Message
• Connectin...
The Fundamentals/Marketing Automation
50% of leads are qualified but not yet ready to buy; Gleanster Research
80% of prospects deemed “bad leads” by sales teams...
Use Online Marketing
Mechanisms To Develop
a Permission Based (Opt-In)
Dialogue
The Fundamentals/Marketing Automation
What do you
want me to
do next?
GETTING TO “YES”
The Fundamentals/Marketing Automation
CALLS TO ACTION/OFFERS
Low-risk, easy to take actions that engage and guide prospects
through the next step in the process...
The Fundamentals/Marketing Automation
Retention
Incremental Revenue
LEVERAGING YOUR MOST VALUABLE ASSET
The Fundamentals/Marketing Automation
The Fundamentals/Marketing Automation
The Fundamentals/Marketing Automation
E-commerce
Email Distribution
MARKETING AUTOMATION
Workflow
Social Media
Integration
CRM
Landing Pages
Lead Scoring
Analyt...
ANALYTICS
You must constantly analyze and optimize…
 Identify Key Metrics
 Implement Analytics (e.g. Google Analytics)
...
1. YOU NEED A PLAN
2. YOU MUST ALLOCATE RESOURCES
THE WAY FORWARD……
The Way Forward
RECOMMENDATIONS
EXECUTION PLAN
ONLINE
MARKETING
PLAN
SITUATION ANALYSIS
The Way Forward
Summary
 You must be in this game
 There are a lot of moving parts
 Don’t get overwhelmed
 1+1=3
 It’s a Journey
 Ap...
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Online Marketing Seminar Presentation

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Core Online Marketing offers complimentary seminars for business owners and executives who want to learn how to fully exploit online marketing to drive predictable and sustainable revenue growth.

The two-hour seminar demystifies online marketing, and provides valuable insight:

Why Online Marketing is Critical to Your Success;
Principles, Fundamentals and Best Practices;
Generating Inbound Leads;
Nurturing Prospects and Closing Sales;
Developing an Online Marketing Plan;
Tracking Results and Optimizing ROI.

We encourage you to join us if you want to assess whether online marketing will benefit your business and, if so, to discover the keys to success.

www.coreonlinemarketing.com/seminars/

Published in: Education, Business, Technology
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Transcript of "Online Marketing Seminar Presentation"

  1. 1. Welcome to the Core Online Marketing Executive Online Marketing Seminar
  2. 2. What is Online Marketing? Nearly two-thirds of consumers (61%) use search engines to help them in their product research decisions leading up to purchase. (source: eConsultancy) 93% of B2B buyers using search to begin the buying process and 37% posting questions on social networking sites when looking for suggestions…. (source: Marketo) The Buying Process is Fundamentally Changing
  3. 3. The ROI of Online Marketing is Your Business Will Still Exist in 5 Years What is Online Marketing?
  4. 4. Using appropriate, available tools and offering relevant content to engage in value based conversations with communities of interest (prospects, customers, influencers, evangelists…) What is Online Marketing?
  5. 5. TV Ads Print Ads Direct Mail Referrals NetworkingRadio Ads What is Online Marketing?
  6. 6. Investigate DecisionSearch Post SalesGet Found Educate/Nurture Convert Service/Support Proceed Strategically
  7. 7. Educate/Nurture Convert Post SalesGet Found SEARCH ENGINE OPTIMIZATION/ ONLINE ADVERTISING SOCIAL MEDIA ANALYTICS MARKETING AUTOMATION CONTENT The Fundamentals
  8. 8. The Fundamentals/Content With Online Marketing…. CONTENT IS KING “When content became king, marketers became publishers. We shifted our focus from traditional outbound strategies to delivering the kind of content that drives successful inbound campaigns. Instead of going out and hunting prospects, we had to learn how to lure them to our doorstep. High quality content, delivered consistently and through a variety of channels proved to be the best way to accomplish that goal.” Anne Handley, MarketingProfs
  9. 9. RELEVANCE….Develop fresh, compelling content for search engines and searchers AUTHORITY….Establish your online visibility and credibility with communities of interest CONTENT: PRIMARY OBJECTIVES The Fundamentals/Content
  10. 10. The Fundamentals/Get Found  On-Page Search Engine Optimization (SEO)  Off-Page Search Engine Optimization (SEO)  Search Engine Marketing (SEM) JOB 1!
  11. 11. Why Search Engine Optimization is SO IMPORTANT 37% CTR 12% CTR 10% CTR 8% CTR 6% CTR The Fundamentals/Get Found
  12. 12. ON-PAGE SEO Is your WEBSITE RELEVANT to what your prospects are searching for? The Fundamentals/Get Found
  13. 13. OFF-PAGE SEO Does your online community view you as an AUTHORITY? The Fundamentals/Get Found
  14. 14. LINK BUILDING “Since the late 1990's search engines have used links as votes - representing the democracy of the web's opinion about what pages are important and popular…” “Links aren't everything in SEO, but search professionals attribute a large portion of the engines' algorithms to link-based factors…” “…growing the link profile of a website is critical to gaining traction, attention and traffic from the engines…link building is among the top tasks required for search ranking and traffic success…” Source: SEOmoz The Fundamentals/Get Found
  15. 15. The Fundamentals/Get Found ONLINE ADVERTISING: PART OF THE MIX
  16. 16. The Fundamentals/Social Media IS SOCIAL MEDIA NECESSARY?
  17. 17. The Fundamentals/Social Media
  18. 18. • Brand Building • Inbound Lead Generation • Customer Service/Retention • Expanding Reach/Amplify Your Message • Connecting with Influencers/Creating Online Authority • Research • Referrals/Recommendations/Credibility BUSINESS BENEFITS The Fundamentals/Social Media
  19. 19. The Fundamentals/Marketing Automation
  20. 20. 50% of leads are qualified but not yet ready to buy; Gleanster Research 80% of prospects deemed “bad leads” by sales teams go on to buy within 24 months; SiriusDecisions 85% of tech buyers said they need to encounter at least three pieces of content before engaging with a solution provider; Knowledge Storm/Marketing Sherpa Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost per lead; Forrester Research DEVELOPING VALUE BASED RELATIONSHIPS: THE CASE FOR LEAD NURTURING The Fundamentals/Marketing Automation
  21. 21. Use Online Marketing Mechanisms To Develop a Permission Based (Opt-In) Dialogue The Fundamentals/Marketing Automation
  22. 22. What do you want me to do next? GETTING TO “YES” The Fundamentals/Marketing Automation
  23. 23. CALLS TO ACTION/OFFERS Low-risk, easy to take actions that engage and guide prospects through the next step in the process… The Fundamentals/Marketing Automation
  24. 24. The Fundamentals/Marketing Automation
  25. 25. Retention Incremental Revenue LEVERAGING YOUR MOST VALUABLE ASSET The Fundamentals/Marketing Automation
  26. 26. The Fundamentals/Marketing Automation
  27. 27. The Fundamentals/Marketing Automation
  28. 28. E-commerce Email Distribution MARKETING AUTOMATION Workflow Social Media Integration CRM Landing Pages Lead Scoring Analytics E-commerce Email Distribution The Fundamentals/Marketing Automation
  29. 29. ANALYTICS You must constantly analyze and optimize…  Identify Key Metrics  Implement Analytics (e.g. Google Analytics)  Monitor and Refine The Fundamentals/Analytics
  30. 30. 1. YOU NEED A PLAN 2. YOU MUST ALLOCATE RESOURCES THE WAY FORWARD…… The Way Forward
  31. 31. RECOMMENDATIONS EXECUTION PLAN ONLINE MARKETING PLAN SITUATION ANALYSIS The Way Forward
  32. 32. Summary  You must be in this game  There are a lot of moving parts  Don’t get overwhelmed  1+1=3  It’s a Journey  Approach it strategically  CONTENT IS KING!  End to End Business Development Process  Build a Roadmap - You can’t do it all at once  You need to work on this every day Allocate resources and EXECUTE!
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