NetCentered Marketing
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NetCentered Marketing

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

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 NetCentered Marketing Presentation Transcript

  • NETCENTERED MARKETINGleveraging your website for results
  • 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.
  • NetCentered Marketing Overview
  • Net Centered Marketing Overview
  • Net Centered Marketing Overview
  • Why the web is so important
    It’s where your customers and prospects are:
  • Why the web is so important
    It’s where the people are:
  • 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
  • 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…
  • Why the web is so important
    It’s Measurable
  • Why Plan?
    "If You Don't Know Where You're Going, Any Road Will Get You There“
    ~Lewis Carroll
  • Where to begin
  • 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
  • Profitability / Opportunity Analysis
    Identify areas of highest opportunity:
    • Profitability
    • Market Size/Demand
    • Search Volume
    • Competition
    • Market Conditions
  • Profitability / Opportunity Analysis
    Action Items:
    • Determine your place in the business growth chart
    • Identify objectives for your online presence
    • Rank your products / services by opportunity size
  • NetCentered Process
  • Target Demographic
    Do you know who they are?
    • What are their attributes?
    • Where can you find them?
    • Helps you figure out your market potential and growth potential
    • Create Audience Dossiers
  • Example Audience Dossier
  • Target Demographic
    Action Items:
    • Write down at least one audience segment for each of your selected areas of focus.
    • Create audience dossiers for your top target demographics
  • Message
  • Message
    Develop your value proposition for each audience segment
  • 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
  • Message
    Action Item: Define your value proposition for each segment. Create your own message matrix.
  • Medium
  • Medium
    • 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?
  • The Brand Touch-Point Wheel
  • Medium
    Action Item: Pick the best mediums to deliver your message for each segment (write down)
    • Online – SEO, SEM, Email Campaigns, etc…
    • Offline – Direct Mail, Sales Person, Magazine, Newspaper, Radio, Telesales, Tradeshows, Events, etc…
  • Sales Path
    • How do you sell your service/ product?
    • What does the customer need to see to be convinced?
    • What are the steps in the sales process?
  • Customer Buying Pipeline
  • 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.
  • Content Paths
  • 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.
    • 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
  • Action
    Action Items:
    • 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 whitepaper, free evaluation, sign-up for our newsletter, etc…
  • Analytics
  • Analytics
    • 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
  • Analytics
    Action Items:
    • Install Google Analytics www.google.com/analytics
    • Setup Goals to measure your online and offline marketing efforts
    • Review your results monthly and adjust your strategy based on those results
  • Analytics
  • 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
  • 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,Bing– over 95% of searches
    • Represents people looking for what you do
    • Organic Search Results
    • Most trusted listings (70%-80% of clicks)
    • Lowest cost and highest return
    • 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
    • News sites and industry publications
    • Blogs and directories
    • Product and service reviews
    • 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
    • Create compelling content, offers, and functionality worthy of spreading
    • Support viral marketing through website
    • Email a friend
    • 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…
    • Shorten message & send to website
    • Integrate performance tracking metrics
    • Unique website tracking URLs
    • 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
    • Get your message in front of clients/prospects quickly & cost effectively
    • Create segmented lists with personalized messages and content
    • Track delivery, open, and click thru
    • 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
    • YouTube, Flickr, Facebook, Twitter, Friend Feed, LinkedIn
    • Position your business and key people as experts in your field
  • Where is the Intent?
  • Public Website
    Brand Image / Graphics
    Brand Message / Content
    Apps and CMS
    Web Application Framework
    Public Website
    • Website design, movement, content layout
    • Establishes your image online
    • Builds credibility and professionalism
    • First impression critical to conversion
  • Public Website
    Brand Image / Graphics
    Brand Message / Content
    Apps and CMS
    Web Application Framework
    Public Website
    • Tell your story in powerful way
    • Visible copy critical to search engine visibility strategy
    • Use of various formats: HTML, photos, documents, video and more
  • 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
    • Search Engine Optimization tools
    • 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
    • Built in security, user management, analytics, personalization, and SEO
    • Modular architecture for flexibility, growth, integration, and upgradeability
    • Open Source v. Commercial Options
    • SaaSv. Upfront Purchase
  • Strategy Management
    Strategy Management
    Analytic Tools
    Lead Management
    Request Processing
    Site Content Management Tools
  • Strategy Management
    Strategy Management
    Lead Management
    Request Processing
    Analytic Tools
    Site Content Management Tools
  • Strategy Management
    Strategy Management
    Request Processing
    Site Content Management Tools
    Analytic Tools
    Lead Management
  • Strategy Management
    Strategy Management
    Contact Us
    Name*
    Email *
    Phone *
    Comments *
    Send
    Reset
    Site Content Management Tools
    Analytic Tools
    Lead Management
    Request Processing
  • 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
  • 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.
  • Questions?