NetCentered Marketing

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In this presentation, you will learn the components critical to an integrated web and online marketing strategy.

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  • Introduce ourselves, give a little about our backgrounds.
  • Matt
  • Matt
  • Matt
  • Matt
  • Matt
  • Matt
  • Matt
  • Matt
  • Matt
  • Matt
  • 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

    1. 1. NETCENTERED MARKETINGleveraging your website for results<br />
    2. 2. 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 />
    3. 3. NetCentered Marketing Overview<br />
    4. 4. Net Centered Marketing Overview<br />
    5. 5. Net Centered Marketing Overview<br />
    6. 6. Why the web is so important<br />It’s where your customers and prospects are:<br />
    7. 7. Why the web is so important<br />It’s where the people are:<br />
    8. 8. 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 />
    9. 9. 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 />
    10. 10. Why the web is so important<br />It’s Measurable<br />
    11. 11. Why Plan?<br />"If You Don't Know Where You're Going, Any Road Will Get You There“<br />~Lewis Carroll<br />
    12. 12. Where to begin<br />
    13. 13. 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 />
    14. 14. Profitability / Opportunity Analysis<br />Identify areas of highest opportunity:<br /><ul><li>Profitability
    15. 15. Market Size/Demand
    16. 16. Search Volume
    17. 17. Competition
    18. 18. Market Conditions</li></li></ul><li>Profitability / Opportunity Analysis<br />Action Items:<br /><ul><li>Determine your place in the business growth chart
    19. 19. Identify objectives for your online presence
    20. 20. Rank your products / services by opportunity size</li></li></ul><li>NetCentered Process<br />
    21. 21. Target Demographic<br />Do you know who they are?<br /><ul><li>What are their attributes?
    22. 22. Where can you find them?
    23. 23. Helps you figure out your market potential and growth potential
    24. 24. Create Audience Dossiers</li></li></ul><li>Example Audience Dossier<br />
    25. 25. Target Demographic<br />Action Items:<br /><ul><li>Write down at least one audience segment for each of your selected areas of focus.
    26. 26. Create audience dossiers for your top target demographics</li></li></ul><li>Message<br />
    27. 27. Message<br />Develop your value proposition for each audience segment<br />
    28. 28. 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 />
    29. 29. Message<br />Action Item: Define your value proposition for each segment. Create your own message matrix.<br />
    30. 30. Medium<br />
    31. 31. Medium<br /><ul><li>How are you going to get your message to the people who care?
    32. 32. What are these people looking for?
    33. 33. What are they interested in?
    34. 34. What do they read, watch, or listen to?
    35. 35. Can they be approached by a sales person?
    36. 36. Can they be mailed, emailed, called?
    37. 37. Do they meet online or offline?</li></li></ul><li>The Brand Touch-Point Wheel<br />
    38. 38.
    39. 39. 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…
    40. 40. 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?
    41. 41. What does the customer need to see to be convinced?
    42. 42. What are the steps in the sales process?</li></li></ul><li>Customer Buying Pipeline<br />
    43. 43. 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 />
    44. 44. Content Paths<br />
    45. 45. 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.
    46. 46. 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 />
    47. 47. Action<br />Action Items:<br /><ul><li>For each segment determine what you want them to do.
    48. 48. Make sure you have a call to action on every page.
    49. 49. 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 />
    50. 50. Analytics<br /><ul><li>Constant improvement
    51. 51. Measure activity in online and offline marketing tactics
    52. 52. Tie marketing back to the business!
    53. 53. 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
    54. 54. Setup Goals to measure your online and offline marketing efforts
    55. 55. Review your results monthly and adjust your strategy based on those results</li></li></ul><li>Analytics<br />
    56. 56. 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 />
    57. 57. 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,Bing– over 95% of searches
    58. 58. Represents people looking for what you do
    59. 59. Organic Search Results
    60. 60. Most trusted listings (70%-80% of clicks)
    61. 61. Lowest cost and highest return
    62. 62. 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
    63. 63. News sites and industry publications
    64. 64. Blogs and directories
    65. 65. Product and service reviews
    66. 66. 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
    67. 67. Create compelling content, offers, and functionality worthy of spreading
    68. 68. Support viral marketing through website
    69. 69. Email a friend
    70. 70. 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…
    71. 71. Shorten message & send to website
    72. 72. Integrate performance tracking metrics
    73. 73. Unique website tracking URLs
    74. 74. 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
    75. 75. Get your message in front of clients/prospects quickly & cost effectively
    76. 76. Create segmented lists with personalized messages and content
    77. 77. Track delivery, open, and click thru
    78. 78. 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
    79. 79. YouTube, Flickr, Facebook, Twitter, Friend Feed, LinkedIn
    80. 80. Position your business and key people as experts in your field</li></li></ul><li>Where is the Intent?<br />
    81. 81. 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
    82. 82. Establishes your image online
    83. 83. Builds credibility and professionalism
    84. 84. First impression critical to conversion</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>Tell your story in powerful way
    85. 85. Visible copy critical to search engine visibility strategy
    86. 86. Use of various formats: HTML, photos, documents, video and more</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>Tools to manage website content built for ease of use and efficiency
    87. 87. Search Engine Optimization tools
    88. 88. 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
    89. 89. Built in security, user management, analytics, personalization, and SEO
    90. 90. Modular architecture for flexibility, growth, integration, and upgradeability
    91. 91. Open Source v. Commercial Options
    92. 92. SaaSv. Upfront Purchase</li></li></ul><li>Strategy Management<br />Strategy Management<br />Analytic Tools<br />Lead Management<br />Request Processing<br />Site Content Management Tools<br />
    93. 93. Strategy Management<br />Strategy Management<br />Lead Management<br />Request Processing<br />Analytic Tools<br />Site Content Management Tools<br />
    94. 94. Strategy Management<br />Strategy Management<br />Request Processing<br />Site Content Management Tools<br />Analytic Tools<br />Lead Management<br />
    95. 95. 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 />
    96. 96. 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 />
    97. 97. 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 />
    98. 98. Questions?<br />

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