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Online Marketing For Emergency Services Praetorian Group


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A four-step guide to match marketing objectives with online solutions.

A four-step guide to match marketing objectives with online solutions.

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  • 1. Online Marketing for Emergency Services Praetorian Executive Marketing Seminar: Praetorian Group, Inc. 200 Green St., Ste. 200 San Francisco, CA 94111 (415) 962-8324
  • 2. Network
    • 155,000 unique network visits per month
    • 43,000 registered members
    • Online video community site:
    • 25 industry expert columnists
    160% Growth Over the Past Year
  • 3. Who’s The Praetorian Group?
    • Online marketing solutions for public safety companies
    • Network of more than 15 Web sites
    • 10 years in the first responder market
    • Mission: To provide resources and cutting edge information that help first responders stay safer, become better informed and more effectively protect their communities.
  • 4. Who’s Alex Ford?
    • Co-Founder and CEO of The Praetorian Group
    • B2B marketing in public safety for 10 years
    • Has grown website traffic from 60,000 unique visitors to 1.6 million in 6 yrs
    • Active in social media: Facebook, LinkedIn
    • Author of a series of online marketing articles for public safety
  • 5. Online Marketing for Emergency Services
    • EMS is Moving Online
    • Step 1: Identifying Your Marketing Objectives
    • Step 2: What You Can Do on Your Own
      • Search Engine Optimization
      • Press Releases/Contributed Articles
      • E-Newsletters
      • Cost Per Click
  • 6. Cont.
    • Step 3: Working with a Media Partner
      • Video
      • Banners
      • E-Blasts
      • Product Content Sponsorships
      • Microsite
    • Step 4: Evaluating your Marketing Strategy
      • Key terms to help you speak the language
    • Beyond the Banner
    • Q&A
  • 7. Emergency Services: Moving Online
  • 8. More People Online then Ever
    • People are Online
      • 71.4 %of the U.S. population is now online
      • 126 % growth since 2000
    • Researching and buying product?
      • More than 50% of U.S. consumers have bought a product online
      • 60% of U.S. consumers use the Internet to do product research
    • More and more companies are online
      • $140 billion spent online in 2007
  • 9. Emergency Services Moving Online
    • Estimated 72% of First Responders are online
    • EMS market Web sites receive an estimated 550,000 unique visitors per month
    • Fragmented, technically specified products, current events focused, mission critical
    Pre-existing media channels unable to deliver depth, interactivity or timeliness
  • 10. What First Responders are Doing Online:
    • Share Information/Best Practices
    • Networking
    Community Interaction
    • Product specifications/ advice
    • Find Manufacturers/ Distributors
    Product Research Training/ Research Stay Informed
    • News/latest industry events
    • Video
    • Analysis of current events
    • Tips, training materials lesson plans
    • Research topics/issues
  • 11. A step by step guide to match your marketing objectives with online solutions Seizing the Online Opportunity:
  • 12. Step 1: Identify Your Marketing Objectives
    • Brand Building
    • Thought Leadership
    • Interacting with Your Customers
    • Driving Traffic, Leads or Sales
    • Launching/Differentiating Your Products
    • Gathering Market/Customer Research
    • Educating the Market
  • 13. Step 2: What You Can Do on Your Own
    • Search Engine Optimization (SEO)
    • Write Press Releases and Contribute Articles
    • Create your own Newsletter
    • Purchase Cost per Click ads
  • 14. Search Engine Optimization (SEO):
    • Search engine optimization (SEO) simply refers to taking steps to make sure your site appears high in non-paid search results on Google, Yahoo and MSN
    • Objectives Addressed  Driving Traffic, Sales or Leads
  • 15. SEO Framework Page Structure External Linking Underlying Technology Content
  • 16. Top 5 SEO Tips
    • Browser Titles Matter: “EMS1” vs. “EMS Products”
    • Use keywords in your URLs –
    • Search engines don’t index flash or picture – Be careful of using text in either
    • Use Google Webmaster Tools – submit sitemaps, view inbound link statistics, content analysis - /webmasters/tools/dashboard
    • Reciprocal Linking – Get listed in directories & authoritative sites
  • 17.  
  • 18. Press Releases/Contributed Articles
    • Press Releases
      • Write and distribute press releases whenever you have news
      • Many media entities will post for FREE
      • Communicates news and also generates search engine value
    • Contributed articles
      • These don’t mention your product specifically
      • Demonstrate expertise in a subject relevant to your product
      • Positions your company as an authority
    • Objectives Addressed  Thought Leadership, Product Launches, Educate the Market
  • 19. Email Newsletters
    • Create your own company newsletter
    • Collect customer emails (you should be), and you have the foundation
    • Fosters loyalty and brand engagement
    • Engages your customers with the latest company information and drives conversion
    Objectives Addressed  Interacting with Customers, Market/Customer Research, Launching New Products, Driving Traffic, Sales and Leads
  • 20. Step 3: Working with a Media Partner
    • Online Video
    • Banners
    • Email Blasts
    • Product Content Sponsorships
    • Microsites
  • 21. Online Video
    • Target users in a way that traditional TV can’t
    • Dramatically shortens the distance between viewer impulse and purchase
    • Gives potential customers the ability to watch – rather than read about – your products solving real-world problems
    • Objectives Addressed  Brand Building, Product Launches, Product Differentiation, Interacting with Customers, Educate the Market
  • 22. Choose Your Type and Distribute
    • Product Promotion
    • Product Demo/Virtual Tradeshow
    • Viral Marketing Videos
    • Testimonial
    • YouTube and industry focused sites like
    • Company email footer
    • Media Partner sites
    • Your company website
    • DVD for customers
    Where it Should Go What to Produce
  • 23. Banners
    • Billboards of the online world
    • Quickly created
    • Easily deployed
    • Can Be targeted to specific customer segments
    • Objectives Addressed  Brand Building, Product Launches, Product Differentiation
  • 24. Email Blasts
    • Great way to reach a wide audience directly
    • Achieve the “big splash” effect with an announcement, promotion or product launch
    • Make sure to ask about number of recipients and tracking
    • Objectives Addressed  Driving Traffic, Sales or Leads, Product Launches, Gathering Market/Customer Research
  • 25. Creating an Effective E-Blast
    • Create clear concise subject line
    • Include a border around the entire message for a cleaner look
    • Use vibrant colors (avoid black and dark shades)
    • Include core message early in the E-Blast and keep it simple
    • Include multiple links including; focus placement at the top of the E-Blast
    • Include a call to action such as “Learn More” or “Find out How”
    • Include a Toll Free phone number
    • DON’T send it yourself
  • 26. Product Content Sponsorship
    • Presence in a product research section connect the dots between a product need and a product solution
    • Provides highly targeted exposure : People are genuinely interested in purchasing or researching the product in these sections
    • Associates your brand with the products people are interested in
    • Objectives Addressed  Product Launches, Differentiating Your Products, Driving Traffic
  • 27. Microsites
    • Narrowly focused Web site that addresses a specific business problem and offers specialized information
    • Potential to reach customers in a unique, engaging way with specific content that reinforces your marketing objectives
    • Objectives Addressed  Microsites are so flexible, they can address any objective; particularly well suited for Thought Leadership, Product Differentiation, Educating the Market and Brand Building
  • 28. Step 4: Evaluating Your Online Marketing Strategy
    • Unique Visitor: A count of how many different people access a Web site over a given period
    • Impression : Number of times a Web site visitor is exposed to your message, brand or company
    • Click Through Rate: The number of users who clicked on an ad on a web page divided by the number of times the ad was delivered
    • Conversion Rate: The number or percentage of visitors who convert content views or visits into desired actions
  • 29. Beyond the Banner: The Bigger Picture of Online Marketing
  • 30. A Framework for Online Marketing Solving Business Problems Impression- Based Marketing Direct Marketing Educating the Market Increasing Sophistication/ Impact
  • 31. The Offline Impact of Online Ads Source: Harvard Business Review, April 2008; comScore A component of your marketing mix…
  • 32. Best in Class Marketing
  • 33. Solving Business Problems $10 Million in grant requests this year alone
  • 34. Key Concepts
    • Emergency Services has moved online
    • Accessing mission critical content, training information and researching products
    • Significant opportunity for marketers
    • Online marketing as part of a broader sales and marketing strategy
    • Sophisticated marketers are taking advantage of the dynamic nature of the internet as a tool to improve their business and drive sales
  • 35. Q&A