Hitchhikers Guide To Web Marketing

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Web marketing continues to evolve for B2B service companies. This speech was for those in the RIM Services industry. You can watch the speech at http://tomadams.com/learn-from-tom-adams/web-marketing-speech/

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  • Worldwide internet users
  • Facebook users…. Page views per day
  • Tweets per day
  • You tube videos served each day
  • Search quueries in Feb 2010
  • Sadly, most are here. Thinking like it’s still 2009.
  • Sadly, most are here.
  • Sadly, most are here. Thinking like it’s still 2009.
  • If you think about it, the celebrity slots on The Letterman Show are pretty formulaic: guest walks on; guest engages/yucks it up with Dave about broad human interest topics (life stories, current affairs, etc.); guest promotes his/her book, movie, TV show, event, shows a clip, etc.; guest leaves; rise, repeat, wash. This has been the script for decades, going all the way back to Jack Parr.If you want to get people to care about what you're selling, you have first to get them engaged by being informative and/or entertaining. In short, you need to get us interested in what you - a brand, an NGO, an individual - have to say beyond your domain. Such pathways to engagement include stories, humor, links to interesting information, ideas, questions and participating in other discussions (e.g. Follow Friday, etc.) Then, once you get us hooked, it's easier talk about what you want to sell us. We'll be more receptive.
  • Critical: You can’t think in terms of technology or “sites” you have to think in terms of relationships and results.
  • Hitchhikers Guide To Web Marketing

    1. 1. Hitchhikers Guide to Web Marketing<br />Lessons and Perspectives From My Years On The Road<br />
    2. 2. The "danger" of hitchhiking resides in having your eyes opened - in discovering the world as it really is.<br />
    3. 3. 1999<br />2003<br />2006<br />
    4. 4.
    5. 5. Three Guiding Principles of Web Marketing<br />
    6. 6. Your Comprehensive Marketing Strategy Matters<br />
    7. 7.
    8. 8. Marketing Strategy<br />
    9. 9. If your Marketing Strategy is flawed or non-existent, your Web Marketing strategy will also be flawed or non-existent. <br />
    10. 10. A Closer<br />Look<br />at the <br />Web<br />
    11. 11.
    12. 12.
    13. 13.
    14. 14. 1,596,270,108<br />
    15. 15. 400,000,000<br />260,000,000,000<br />per day<br />
    16. 16. 28,000,000<br />per day<br />
    17. 17. 1,000,000,000<br />per day<br />
    18. 18. Google : 10.936 billionYahoo : 2.445 billionMicrosoft : 1.582 billionAsk : 286 millionAOL : 149 million<br />
    19. 19. 6.8% urls accessed by businesses – to Facebook<br />10 % business internet bandwidth - YouTube<br />Network Box <br />
    20. 20. It’s worth getting your web marketing right. <br />
    21. 21. Web Marketing is NOT about….<br />Design<br />
    22. 22. My website needs to be prettier. <br />Arghhh<br />
    23. 23. Logo<br />Tagline here<br />This is where your copy goes. <br />Interesting picture<br />This is where your menu system goes<br />Promotional Stuff or Links<br />
    24. 24. Web Marketing IS about….<br />CONTENT<br />
    25. 25. Vellorem, arcuporta parturient scelerisque, elit. Placerat nisi tortoregestas. Pulvinar et? Nunc in enimelitnatoque ac facilisis, velitpulvinarmontescursus, et musurna nisi ac turpis, pidaugueelementumcursus? Non. Dignissimfacilisisloremtristique et, non, pidurna a sit, augue in vel? Duisplaceratutodiocrasnatoqueelit. Platea, arcu nisi ac magnis, nuncarcuodioenim, velitvutpulvinarhac? Proin in, proinultrices! Urnaduishac. Lectus, diamarcuultricesscelerisque a dapibus ac facilisis? Risusturpisturpistincidunt magna nisi! Pellentesque cum sit cras? Integer, scelerisquepidurnapellentesqueodioametaliquetelementum? Pulvinarametrisus, sit vel non velloremquis, integer ac mattishacmagnisametporttitorpulvinar.<br />Magnisnunc, disnatoquelorem, massa ac turpis a, montesnatoque ac! Ultricesmus, euetiam magna? Parturient ridiculusscelerisqueultriciesveltortor. Penatibus, dapibusnuncsedturpismattisnatoquealiquetaugueurnadictumstnecsedauguelectus ac vel integer? Dignissimdiamporttitorturpisnuncut! Auguephasellus et dolor estnec! Tortor, odio! Lundiummagnisporta. Tempor! Tinciduntmaurisdictumsturnadis mid? Pellentesque! Adipiscingmassasedurnaametamet! Tristique nisi? ? <br />PrettyPleasingPerfect.com<br />
    26. 26.
    27. 27. Guiding Principles Review<br />Get your Marketing Strategy right… you’ll get your web marketing right. <br />The Web is a marketing medium that is huge… and growing. So do it right. <br />Web is not a Design medium… it’s a content medium. <br />
    28. 28. A Feel For The Road<br />
    29. 29. “The real voyage of discovery consists not in seeking new landscapes but in having new eyes.” Marcel Proust <br />
    30. 30.
    31. 31. Prospect<br />Attention >> Permission >> Influence >> Intimacy<br />
    32. 32. Prospect<br />Attention >> Permission >> Influence >> Intimacy<br />Website<br />CONTENT<br />
    33. 33. Prospect<br />Attention >> Permission >> Influence >> Intimacy<br />Website<br />CONTENT<br />
    34. 34. Prospect<br />Attention >> Permission >> Influence >> Intimacy<br />ENGINEERED<br />Touchpoints<br />
    35. 35. Prospect<br />Attention >> Permission >> Influence >> Intimacy<br />ENGINEERED<br />Touchpoints<br />Directories<br />Search Engines<br />SEO<br />Code<br />Keywords<br />
    36. 36. Prospect<br />Attention >> Permission >> Influence >> Intimacy<br />ENGINEERED<br />PAID<br />Touchpoints<br />Website<br />CONTENT<br />
    37. 37. Prospect<br />Attention >> Permission >> Influence >> Intimacy<br />PAID<br />Touchpoints<br />Website<br />CONTENT<br />Sponsorships<br />
    38. 38. PAID<br />ENGINEERED<br />
    39. 39. Prospect<br />Attention >> Permission >> Influence >> Intimacy<br />PAID<br />ENGINEERED<br />Touchpoints<br />Website<br />CONTENT<br />
    40. 40. “Yay! We’ve got our web marketing looked after.”<br />
    41. 41. Prospect<br />2010<br />Attention >> Permission >> Influence >> Intimacy<br />PAID<br />ENGINEERED<br />Touchpoints<br />Website<br />CONTENT<br />
    42. 42. Prospect<br />Attention >> Permission >> Influence >> Intimacy<br />PAID<br />ENGINEERED<br />EARNED<br />Touchpoints<br />Touchpoints<br />Website<br />CONTENT<br />Authority Sites<br />
    43. 43. “You have to read this!”<br />
    44. 44. Prospect<br />Attention >> Permission >> Influence >> Intimacy<br />PAID<br />ENGINEERED<br />EARNED<br />Touchpoints<br />Touchpoints<br />Website<br />CONTENT<br />
    45. 45. Prospect<br />Attention >> Permission >> Influence >> Intimacy<br />PAID<br />ENGINEERED<br />Touchpoints<br />Website<br />CONTENT<br />Fill the gaps<br />
    46. 46.
    47. 47. Prospect<br />Attention >> Permission >> Influence >> Intimacy<br />PAID<br />ENGINEERED<br />EARNED<br />Touchpoints<br />Touchpoints<br />You Must Become A<br />MEDIA COMPANY<br />
    48. 48.
    49. 49.
    50. 50. MEDIA COMPANIES<br />DELIVER CONTENT<br />
    51. 51.
    52. 52.
    53. 53. TV?<br />
    54. 54. Prospect<br />Attention >> Permission >> Influence >> Intimacy<br />PAID<br />ENGINEERED<br />EARNED<br />Touchpoints<br />Touchpoints<br />MEDIA COMPANY<br />
    55. 55. Prospect<br />Attention >> Permission >> Influence >> Intimacy<br />PAID<br />ENGINEERED<br />EARNED<br />Touchpoints<br />Touchpoints<br />Interactive<br />Engagement <br />CONTENT<br />Programmed<br />Informational<br />Educational<br />CONTENT<br />Static Marketing<br />CONTENT<br />
    56. 56. Prospect<br />Attention >> Permission >> Influence >> Intimacy<br />PAID<br />ENGINEERED<br />EARNED<br />Touchpoints<br />Touchpoints<br />Static Marketing<br />CONTENT<br />
    57. 57. Prospect<br />Attention >> Permission >> Influence >> Intimacy<br />PAID<br />ENGINEERED<br />EARNED<br />Touchpoints<br />Touchpoints<br />Programmed<br />Informational<br />Educational<br />CONTENT<br />
    58. 58. Programmed Content<br />Blog<br />Podcast<br />V-Log ( Video)<br />Articles <br />Livecast<br />Screencasts<br />Newsletters<br />White papers<br />Case studies<br />Educational Series<br />Webinars<br />Teleseminars<br />
    59. 59.
    60. 60. Blogs<br />Webinars<br />Video<br />Case Studies<br />
    61. 61. Prospect<br />Attention >> Permission >> Influence >> Intimacy<br />PAID<br />ENGINEERED<br />EARNED<br />Touchpoints<br />Touchpoints<br />Programmed<br />Informational<br />Educational<br />CONTENT<br />PROBLEM<br />PREDICAMENT<br />PAIN<br />NEED<br />DESIRE<br />Help Them<br />Fix It<br />
    62. 62. Prospect<br />Attention >> Permission >> Influence >> Intimacy<br />PAID<br />ENGINEERED<br />EARNED<br />Touchpoints<br />Touchpoints<br />Programmed<br />Informational<br />Educational<br />CONTENT<br />
    63. 63. Prospect<br />Attention >> Permission >> Influence >> Intimacy<br />PAID<br />ENGINEERED<br />EARNED<br />Touchpoints<br />Touchpoints<br />Programmed<br />Informational<br />Educational<br />CONTENT<br />Static Marketing<br />CONTENT<br />
    64. 64. Prospect<br />Attention >> Permission >> Influence >> Intimacy<br />PAID<br />ENGINEERED<br />EARNED<br />Touchpoints<br />Touchpoints<br />Programmed<br />Informational<br />Educational<br />CONTENT<br />Static Marketing<br />CONTENT<br />
    65. 65. Prospect<br />Attention >> Permission >> Influence >> Intimacy<br />PAID<br />ENGINEERED<br />EARNED<br />Touchpoints<br />Touchpoints<br />Interactive<br />Engagement <br />CONTENT<br />Social Media<br />
    66. 66. Prospect<br />Attention >> Permission >> Influence >> Intimacy<br />PAID<br />ENGINEERED<br />EARNED<br />Touchpoints<br />Touchpoints<br />Interactive<br />Engagement <br />CONTENT<br />Social media is the production, consumption and exchange of information through online social interactions and platforms.<br />
    67. 67. Prospect<br />Attention >> Permission >> Influence >> Intimacy<br />PAID<br />ENGINEERED<br />EARNED<br />Touchpoints<br />Touchpoints<br />Interactive<br />Engagement <br />CONTENT<br />
    68. 68. The Numbers<br />400 Million<br />75 Million<br />60 Million<br />
    69. 69.
    70. 70. Prospect<br />Attention >> Permission >> Influence >> Intimacy<br />PAID<br />ENGINEERED<br />EARNED<br />Touchpoints<br />Touchpoints<br />Interactive<br />Engagement <br />CONTENT<br />Social validation, or social proofing, is a psychological phenomenon that occurs in ambiguous situations when people do not have enough information to make opinions independently, and instead look for external clues like popularity & trust. <br />
    71. 71. Social Media is Important<br />Interactive<br />Engagement <br />CONTENT<br />Disclaimer: Homer Simpson is NOT a rocket scientist!<br />
    72. 72.
    73. 73.
    74. 74.
    75. 75.
    76. 76. The Letterman Law of Engagement<br />
    77. 77. Prospect<br />Attention >> Permission >> Influence >> Intimacy<br />PAID<br />ENGINEERED<br />EARNED<br />Touchpoints<br />Touchpoints<br />Interactive<br />Engagement <br />CONTENT<br />Programmed<br />Informational<br />Educational<br />CONTENT<br />Static Marketing<br />CONTENT<br />
    78. 78. PAID<br />ENGINEERED<br />EARNED<br />Touchpoints<br />Touchpoints<br />Prospect<br />Attention >> Permission >> Influence >> Intimacy<br />Interactive<br />Engagement <br />CONTENT<br />Programmed<br />Informational<br />Educational<br />CONTENT<br />Static Marketing<br />CONTENT<br />
    79. 79.
    80. 80. Lessons Learned Along The Way<br />
    81. 81. Lesson #1<br />Your static marketing content site is NOT a desired destination. Don’t assume it. Unless there is something compelling, valuable, educational, informational or interactive to direct them to, prospects won’t return. <br />
    82. 82. Lesson #2<br />You can’t possibly embrace every web marketing opportunity, so the best ones to take are the ones that best accomplish the strategic results you need. Get your strategy right. <br />
    83. 83. Lesson #3<br />Some areas of this crazy internet thing demand expert help and assistance. Don’t try to do it alone. <br />
    84. 84. Lesson #4<br />Don’t assume that you have to offload all of your web marketing. There are significant areas you should hold, and tightly. <br />
    85. 85. Lesson #5<br />What worked last year will not always work this year. Don’t rest on your laurels. <br />Keep evolving and growing. <br />
    86. 86. Lesson #6<br />Quit selling and pitching. Start educating, engaging and listening. That’s on your FaceBook, Twitter and LinkedIn accounts too. <br />
    87. 87. Lesson #7<br />Get real. Be human. The nameless, faceless “corp” does not serve you well. You are not your building or your rack. You and your people need to be the stars!<br />
    88. 88. Unexpected Discoveries & Serendipitous Delights<br />
    89. 89. Content is an <br />Enduring <br />Marketing Asset<br />
    90. 90. People, even business people, love to do business with those they know, like and trust!<br />
    91. 91. The opportunity is immense. The possibilities keep coming. <br />
    92. 92. What Now?<br />Try not. <br />Do or do not. <br />There is no try. <br />~Yoda<br />
    93. 93. Prospect<br />Attention >> Permission >> Influence >> Intimacy<br />PAID<br />ENGINEERED<br />Touchpoints<br />Static Marketing<br />CONTENT<br />Make sure this is working. <br />
    94. 94. Adopt your new marketing agenda… <br />Become A<br />MEDIA COMPANY<br />
    95. 95. Prospect<br />Attention >> Permission >> Influence >> Intimacy<br />PAID<br />ENGINEERED<br />EARNED<br />Touchpoints<br />Touchpoints<br />Interactive<br />Engagement <br />CONTENT<br />Programmed<br />Informational<br />Educational<br />CONTENT<br />Add ONLY <br />1 of Each<br />
    96. 96. Interactive<br />Engagement <br />CONTENT<br />2-3 times<br />per week<br />Programmed<br />Informational<br />Educational<br />CONTENT<br />Once a <br />Month<br />
    97. 97. Prospect<br />Attention >> Permission >> Influence >> Intimacy<br />PAID<br />ENGINEERED<br />EARNED<br />Touchpoints<br />Touchpoints<br />Interactive<br />Engagement <br />CONTENT<br />Programmed<br />Informational<br />Educational<br />CONTENT<br />Static Marketing<br />CONTENT<br />
    98. 98. "Hitchhiking is as much waiting as it is moving, but each is important. The waiting taught me about myself, and the moving taught me about the world. I am nothing without both. <br />--Morgan Salman"<br />
    99. 99. <ul><li> Email: tom@flourishpress.com
    100. 100. Blog: tomadams.com
    101. 101. Twitter.com/TomAdams</li>

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