Online Marketing For Homeland Security And Public Safety


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This session provides a step-by-step overview of online marketing for Homeland Security and Disaster Preparedness Professionals. Session attendees will gain the knowledge, resources and tools necessary to drive results at the highest levels of online marketing. From cost-per-click advertising and site sponsorships to search engine optimization and web design, this session provides a comprehensive overview of the online marketing landscape – both present and future.

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Online Marketing For Homeland Security And Public Safety

  1. 1. Reaching Emergency Managers and First Responders Online Marketing 101: Praetorian Group, Inc. 200 Green St., Ste. 200 San Francisco, CA 94111 (415) 962-8324
  2. 2. Who’s The Praetorian Group? <ul><li>Online marketing solutions for public safety companies </li></ul><ul><li>Network of more than 15 Web sites </li></ul><ul><li>10 years in the first responder market </li></ul><ul><li>Mission: To provide resources and cutting edge information that help first responders stay safer, become better informed and more effectively protect their communities. </li></ul>
  3. 3. Our Network and <ul><li>1.7 millions unique network visits per month </li></ul><ul><li>More than 400,000 registered members </li></ul><ul><li>Online video community sites:, and </li></ul><ul><li>More than 50 industry expert columnists </li></ul>
  4. 4. Emergency Managers and First Responders : Moving Online
  5. 5. Will it Blend?
  6. 6. More People Online than Ever <ul><li>People are online </li></ul><ul><ul><li>71.4 %of the U.S. population is now online </li></ul></ul><ul><ul><li>126 % growth since 2000 </li></ul></ul><ul><li>Researching and buying product? </li></ul><ul><ul><li>More than 50% of U.S. consumers have bought a product online </li></ul></ul><ul><ul><li>60% of U.S. consumers use the Internet to do product research </li></ul></ul><ul><li>More and more companies are online </li></ul><ul><ul><li>$140 billion spent online in 2007 </li></ul></ul>
  7. 7. Your Customers are Moving Online <ul><li>Estimated 72% of first responders are online </li></ul><ul><li>Public safety market Web sites receive an estimated 2.75 million unique visitors per month </li></ul><ul><li>Looking for technically specified products, current events, mission critical information </li></ul>Pre-existing media channels unable to deliver depth, interactivity or timeliness
  8. 8. What First Responders are Doing Online: <ul><li>Share Information/Best Practices </li></ul><ul><li>Networking </li></ul>Community Interaction <ul><li>Product specifications/ advice </li></ul><ul><li>Find Manufacturers/ Distributors </li></ul>Product Research Training/ Research Stay Informed <ul><li>News/latest industry events </li></ul><ul><li>Video </li></ul><ul><li>Analysis of current events </li></ul><ul><li>Tips, training materials lesson plans </li></ul><ul><li>Research topics/issues </li></ul>
  9. 9. A step by step guide to match your marketing objectives with online solutions Seizing the Online Opportunity:
  10. 10. Step 1: Identify Your Marketing Objectives <ul><li>Brand Building </li></ul><ul><li>Thought Leadership </li></ul><ul><li>Interacting with Your Customers </li></ul><ul><li>Driving Traffic, Leads or Sales </li></ul><ul><li>Launching/Differentiating Your Products </li></ul><ul><li>Gathering Market Research </li></ul><ul><li>Educating the Market </li></ul>
  11. 11. Step 2: What You Can Do on Your Own <ul><li>Search Engine Optimization (SEO) </li></ul><ul><li>Write Press Releases and Contribute Articles </li></ul><ul><li>Create your own Newsletter </li></ul><ul><li>Purchase Cost per Click ads </li></ul>
  12. 12. Search Engine Optimization (SEO): <ul><li>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 </li></ul><ul><li>Objectives Addressed  Driving Traffic, Sales or Leads </li></ul>
  13. 13. SEO Framework Page Structure External Linking Underlying Technology Content
  14. 14. Top 5 SEO Tips <ul><li>Browser Titles Matter: “Homeland1” vs. “Homeland Products” </li></ul><ul><li>Use keywords in your URLs – </li></ul><ul><li>Search engines don’t index flash or picture – Be careful of using text in either </li></ul><ul><li>Use Google Webmaster Tools – submit sitemaps, view inbound link statistics, content analysis - /webmasters/tools/dashboard </li></ul><ul><li>Reciprocal Linking – Get listed in directories & authoritative sites </li></ul>
  15. 16. Press Releases/Contributed Articles <ul><li>Press Releases </li></ul><ul><ul><li>Write and distribute press releases whenever you have news </li></ul></ul><ul><ul><li>Many media entities will post for FREE </li></ul></ul><ul><ul><li>Include your URL </li></ul></ul><ul><ul><li>Communicates news and also generates search engine value </li></ul></ul><ul><li>Contributed articles </li></ul><ul><ul><li>These don’t mention your product specifically </li></ul></ul><ul><ul><li>Demonstrate expertise in a subject relevant to your product </li></ul></ul><ul><ul><li>Positions your company as an authority </li></ul></ul><ul><li>Objectives Addressed  Thought Leadership, Product Launches, Educate the Market </li></ul>
  16. 17. Email Newsletters <ul><li>Create your own company newsletter </li></ul><ul><li>Collect customer emails (you should be), and you have the foundation </li></ul><ul><li>Fosters loyalty and brand engagement </li></ul><ul><li>Engages your customers with the latest company information and drives conversion </li></ul>Objectives Addressed  Interacting with Customers, Market/Customer Research, Launching New Products, Driving Traffic, Sales and Leads
  17. 18. Step 3: Working with a Media Partner <ul><li>Online Video </li></ul><ul><li>Email Blasts </li></ul><ul><li>Product Content Sponsorships </li></ul><ul><li>Banners </li></ul>
  18. 19. Online Video <ul><li>Target users in a way that traditional TV can’t </li></ul><ul><li>Shortens distance between impulse and purchase </li></ul><ul><li>Types: </li></ul><ul><ul><li>Commercial </li></ul></ul><ul><ul><li>Product Demo/Virtual Tradeshow </li></ul></ul><ul><ul><li>Viral Marketing Video </li></ul></ul><ul><ul><li>Testimonial </li></ul></ul><ul><li>Objectives Addressed  Brand Building, Product Launches, Product Differentiation, Interacting with Customers, Educate the Market </li></ul>
  19. 20. Where to Distribute? <ul><li>YouTube </li></ul><ul><li>Company email footer </li></ul><ul><li>Industry focused sites </li></ul><ul><li>Your company Web site </li></ul><ul><li>Your trade show booth </li></ul>Free Fee <ul><li>Media partners* </li></ul><ul><li>DVD for customers </li></ul>
  20. 21. Email Blasts <ul><li>Great way to reach a wide audience directly </li></ul><ul><li>Achieve the “big splash” effect with an announcement, promotion or product launch </li></ul><ul><li>Important: Make sure to ask about number of recipients and tracking </li></ul><ul><li>Objectives Addressed  Driving Traffic, Sales or Leads, Product Launches, Gathering Market/Customer Research </li></ul>
  21. 22. Creating an Effective E-Blast <ul><li>Create clear concise subject line </li></ul><ul><li>Include a border around the entire message for a cleaner look and use vibrant colors </li></ul><ul><li>Include core message early in the E-Blast and keep it simple </li></ul><ul><li>Include multiple links including; focus placement at the top of the E-Blast </li></ul><ul><li>Include a call to action such as “Learn More” or “Find out How.” Avoid words like “Sale” or “Free” </li></ul><ul><li>Include a Toll Free phone number </li></ul><ul><li>DO NOT send it yourself </li></ul>
  22. 23. Product Content Sponsorship <ul><li>Presence in a product research section connect the dots between a product need and a product solution </li></ul><ul><li>Provides highly targeted exposure : People are genuinely interested in purchasing or researching the product in these sections </li></ul><ul><li>Associates your brand with the products people are interested in </li></ul><ul><li>Objectives Addressed  Product Launches, Differentiating Your Products, Driving Traffic </li></ul>
  23. 24. Banners <ul><li>Billboards of the online world </li></ul><ul><li>Quickly created </li></ul><ul><li>Easily deployed </li></ul><ul><li>Can be targeted to specific customer segments </li></ul><ul><li>Objectives Addressed  Brand Building, Product Launches, Product Differentiation </li></ul>
  24. 25. Step 4: Evaluating Your Online Marketing Strategy <ul><li>Unique Visitor: A count of how many different people access a Web site over a given period </li></ul><ul><li>Impression : Number of times a Web site visitor is exposed to your message, brand or company </li></ul><ul><li>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 </li></ul><ul><li>Conversion Rate: The number or percentage of visitors who convert content views or visits into desired actions </li></ul>
  25. 26. The Bigger Picture of Online Marketing
  26. 27. Microsites <ul><li>Narrowly focused Web site that addresses a specific business problem and offers specialized information </li></ul><ul><li>Potential to reach customers in a unique, engaging way with specific content that reinforces your marketing objectives </li></ul><ul><li>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 </li></ul>
  27. 28. Best in Class Marketing
  28. 29. Solving Business Problems $10 Million in grant requests this year alone
  29. 30. Key Concepts <ul><li>Emergency Managers, Homeland Security and First Responders have moved online </li></ul><ul><li>Accessing mission critical content, training information and researching products </li></ul><ul><li>Online marketing as part of a broader sales and marketing strategy </li></ul><ul><li>Sophisticated marketers are taking advantage of the dynamic nature of the internet as a tool to improve their business and drive sales </li></ul><ul><li>Solve business problems </li></ul>
  30. 31. Q&A