From Website to Web Presence: Building the RoadMap for your Business

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A strong web presence creates a strong lead generation tool for your business. Your potential customers are looking online for solutions to business problems. You want to connect with them and grow your business. This guide will help map the tactics and tools you require to build an online strategy for your business that helps you attract new customers and nurture existing relationships.

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From Website to Web Presence: Building the RoadMap for your Business

  1. 1. Website toWeb Presence: DevelopingYour RoadMap marketingcopilot.com Strategy & Execution Simplified.
  2. 2. YOUR OBJECTIVE Develop an online strategy (web presence) to drive new customers to your business and nurture existing relationships.p2 Your Web Presence Roadmap ©2010 MarketingCopilot Inc. All rights reserved.
  3. 3. + THREE “EASY” STEPS… VirtualNG MarketingR Manager Identify the right message 1 Create your online 2 strategy 3 Deliver your message to the marketplace via a series of monthly online tactics that can be measured and tracked to show your progress and ROI. marketingcopilot TM Strategy & Execution Simplified.
  4. 4. VALUE PROPOSITIONWhy should I buy from you?• A value proposition is the primary reason why a prospect should buy from you. It is not a statement of what your business does, the market you serve or how you do your business. It is a statement of what you do for your customer that makes you unique.• A value proposition is not usually determined: it is discovered. It grows out of the need of your customers. • You must differentiate your offer from the competition. • You may match a competitor on every dimension of value except one. In at least one you must excel. • In this way you become the best choice for your optimum customer.Tool you can use: http://www.marketingcopilot.com/process/clear-value-proposition/value-proposition-workshops/ Enter Your VP Herep4 Your Web Presence Roadmap ©2010 MarketingCopilot Inc. All rights reserved.
  5. 5. BUSINESS PROBLEM YOU SOLVE• There are two skills necessary to leverage the power of a value proposition for all of your marketing activities. • You need to be able to identify the business problem you solve – from the perspective of your customer. • You need to be able to express it in themes and ideas that your customer care about. Enter Problems Here marketingcopilot TM Strategy & Execution Simplified.
  6. 6. IDEAL PROSPECT• List your top scoring customers based on: ease of delivery, profitability, referability, minus the cost of sale• For each customer list the main attributes of the client that are relevant to your business: • What kind of person or company? • Where are they located? • How many employees? • Type of organizational structure?Tool you can use: http://www.marketingcopilot.com/process/clear-value-proposition/customer-scorecard/ Prospect Profilep6 Your Web Presence Roadmap ©2010 MarketingCopilot Inc. All rights reserved.
  7. 7. IDEAL PROSPECT• List the issues that triggered their search that found you.• Now list what they expect to accomplish in buying from you.• Circle the client attributes, triggers and visions for buying from you that are common to multiple customers. Prospect Attributes, Triggers and Vision marketingcopilot TM Strategy & Execution Simplified.
  8. 8. MARKETING FUNNEL Tell people you exist Tell people why it matters Show people what it means to their biz Explain why Tell othersp8 Your Web Presence Roadmap ©2010 MarketingCopilot Inc. All rights reserved.
  9. 9. MARKETING FUNNELList TacticsExample: sales calls, direct mail, email____________________________________Examples: networking, webinars,____________________________________Examples: free trial, demo, consultation____________________________________Example: case study, white paper, seminar____________________________________Experience the product or service:____________________________________ marketingcopilot TM Strategy & Execution Simplified.
  10. 10. BENCHMARKHow do you generate leadstoday?How many do you generatefrom each source?How do people connect withyou on your website?What are you doing to trackwhere they come from andwhat they do on your site?p10 Your Web Presence Roadmap ©2010 MarketingCopilot Inc. All rights reserved.
  11. 11. BENCHMARKClassification DefinitionCompany Review Finding your website and clicking on “About” or clicking web links to find out about company.Product Review Looking at specific pages on website, downloading material about product, clicking through from industry specific portals, search specific keywords.Industry/Problem Conversation is happening in social media on the problem you solve, people are searching forSpecified experts on LinkedIn, tracking search engine ranking and keywords associated with the problemCompany Events Trade shows, webinars, events where industry hangs out or people with same problem gatherContent Dynamic optimized content that gets generated and click-thru’s, opt-in, etc are trackedConversion Taking a specific action online that suggests more than just browsing has occurred – download, attending webinar, asking for proposal, adding to shopping cart. marketingcopilot TM Strategy & Execution Simplified.
  12. 12. MEASURE• What pages/web presence tools are customers looking at today? (page popularity, pick up of press releases, etc)• What is the theme people are connect- ing to that is associated with my Value Proposition? (time spent on product page, keyword popularity, Tweets, etc)• Has someone opted in to something that can be added to CRM/database as a lead? (downloaded something, filled in a form, joined mailing list)• What is the source? (Google, social media, referring site, random, known)• How far into the buying process are they? What do they need to move to the next step? (webinar, ROI document, demo)p12 Your Web Presence Roadmap ©2010 MarketingCopilot Inc. All rights reserved.
  13. 13. ONLINE ROADMAP Strategy Tactics   Manage  Your     Starts  the     WordPress   Customer  Buying   Content   Clear  Value   Process  Online   Website   Proposition:   Creates   E-­‐mail  Marketing   Constant     Differentiation   Contact   Audience   Why  should  I   buy  from   Organic  Search   Engine  Optimization   Keyword   you?   Strategy   Prospect  &     Customer     Engagement   Content   LinkedIn   Twitter   Social  Media   Facebook   YouTube   marketingcopilot TM Strategy & Execution Simplified.
  14. 14. COUNT EVERYTHINGOffline Tactics Website• Tradeshows • Time onsite• Conferences • New visitors• Telemarketing • Branded vs• Networking non-branded keywords EmailPaid Media • Opens,• Adwords, PPC opt-in, opt-outSocial Media• Facebook Content• YouTube • Blog, case study,• LinkedIn press release,• Twitter posts Search Engines • Ranking, competitive keywords, backlinksp14 Your Web Presence Roadmap ©2010 MarketingCopilot Inc. All rights reserved.
  15. 15. WEB PRESENCE MANAGEMENT• Track your organic search ranking over time• Track your social media• Optimize blogs and press releases with keywords• Track keyword ideas and benchmark against the competition• Create backlinks to your website to drive more traffic• Report in it all every month to show management the ROI marketingcopilot TM Strategy & Execution Simplified.
  16. 16. + Virtual RECAP ...NG MarketingR Manager Build the right message 1 Create your online 2 strategy 3 Deliver your message to the marketplace via a series of monthly online tactics that can be measured and tracked to show your progress and ROI. p16 Your Web Presence Roadmap ©2010 MarketingCopilot Inc. All rights reserved.
  17. 17. TOOLS YOU CAN USE...• Get your value proposition and ideal target defined at a Value Proposition Workshop: http://www.marketingcopilot.com/process/clear-value-propo- sition/value-proposition-workshops/• Put Google Analytics on your website immediately: http://www.google.com/analytics/• Get your Keyword Work Book here: http://www.gshiftlabs.com/resources/getting-your-keywords- right/• Sign up for a free 60 day trial of Constant Contact here: www.constantcontact.com/index.jsp?pn=marketingcopilot• Build your LinkedIn profile and connect to: http://ca.linkedin.com/in/managedmarketingservices marketingcopilot TM Strategy & Execution Simplified.
  18. 18. NOTESp18 Your Web Presence Roadmap ©2010 MarketingCopilot Inc. All rights reserved.
  19. 19. NOTESmarketingcopilot TM Strategy & Execution Simplified.
  20. 20. CONNECTGet new ideas every month at www.marketingcopilot.com Marie Wiese Marketing CoPilotmarie@marketingcopilot.com twitter@mariewiese marketingcopilot TM Strategy & Execution Simplified.

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