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Hitchhikers Guide To Web Marketing
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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 ...

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 Hitchhikers Guide To Web Marketing Presentation Transcript

  • Hitchhikers Guide to Web Marketing
    Lessons and Perspectives From My Years On The Road
  • The "danger" of hitchhiking resides in having your eyes opened - in discovering the world as it really is.
  • 1999
    2003
    2006
  • Three Guiding Principles of Web Marketing
  • Your Comprehensive Marketing Strategy Matters
  • Marketing Strategy
  • If your Marketing Strategy is flawed or non-existent, your Web Marketing strategy will also be flawed or non-existent.
  • A Closer
    Look
    at the
    Web
  • 1,596,270,108
  • 400,000,000
    260,000,000,000
    per day
  • 28,000,000
    per day
  • 1,000,000,000
    per day
  • Google : 10.936 billionYahoo : 2.445 billionMicrosoft : 1.582 billionAsk : 286 millionAOL : 149 million
  • 6.8% urls accessed by businesses – to Facebook
    10 % business internet bandwidth - YouTube
    Network Box 
  • It’s worth getting your web marketing right.
  • Web Marketing is NOT about….
    Design
  • My website needs to be prettier.
    Arghhh
  • Logo
    Tagline here
    This is where your copy goes.
    Interesting picture
    This is where your menu system goes
    Promotional Stuff or Links
  • Web Marketing IS about….
    CONTENT
  • 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.
    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? ?
    PrettyPleasingPerfect.com
  • Guiding Principles Review
    Get your Marketing Strategy right… you’ll get your web marketing right.
    The Web is a marketing medium that is huge… and growing. So do it right.
    Web is not a Design medium… it’s a content medium.
  • A Feel For The Road
  • “The real voyage of discovery consists not in seeking new landscapes but in having new eyes.” Marcel Proust
  • Prospect
    Attention >> Permission >> Influence >> Intimacy
  • Prospect
    Attention >> Permission >> Influence >> Intimacy
    Website
    CONTENT
  • Prospect
    Attention >> Permission >> Influence >> Intimacy
    Website
    CONTENT
  • Prospect
    Attention >> Permission >> Influence >> Intimacy
    ENGINEERED
    Touchpoints
  • Prospect
    Attention >> Permission >> Influence >> Intimacy
    ENGINEERED
    Touchpoints
    Directories
    Search Engines
    SEO
    Code
    Keywords
  • Prospect
    Attention >> Permission >> Influence >> Intimacy
    ENGINEERED
    PAID
    Touchpoints
    Website
    CONTENT
  • Prospect
    Attention >> Permission >> Influence >> Intimacy
    PAID
    Touchpoints
    Website
    CONTENT
    Sponsorships
  • PAID
    ENGINEERED
  • Prospect
    Attention >> Permission >> Influence >> Intimacy
    PAID
    ENGINEERED
    Touchpoints
    Website
    CONTENT
  • “Yay! We’ve got our web marketing looked after.”
  • Prospect
    2010
    Attention >> Permission >> Influence >> Intimacy
    PAID
    ENGINEERED
    Touchpoints
    Website
    CONTENT
  • Prospect
    Attention >> Permission >> Influence >> Intimacy
    PAID
    ENGINEERED
    EARNED
    Touchpoints
    Touchpoints
    Website
    CONTENT
    Authority Sites
  • “You have to read this!”
  • Prospect
    Attention >> Permission >> Influence >> Intimacy
    PAID
    ENGINEERED
    EARNED
    Touchpoints
    Touchpoints
    Website
    CONTENT
  • Prospect
    Attention >> Permission >> Influence >> Intimacy
    PAID
    ENGINEERED
    Touchpoints
    Website
    CONTENT
    Fill the gaps
  • Prospect
    Attention >> Permission >> Influence >> Intimacy
    PAID
    ENGINEERED
    EARNED
    Touchpoints
    Touchpoints
    You Must Become A
    MEDIA COMPANY
  • MEDIA COMPANIES
    DELIVER CONTENT
  • TV?
  • Prospect
    Attention >> Permission >> Influence >> Intimacy
    PAID
    ENGINEERED
    EARNED
    Touchpoints
    Touchpoints
    MEDIA COMPANY
  • Prospect
    Attention >> Permission >> Influence >> Intimacy
    PAID
    ENGINEERED
    EARNED
    Touchpoints
    Touchpoints
    Interactive
    Engagement
    CONTENT
    Programmed
    Informational
    Educational
    CONTENT
    Static Marketing
    CONTENT
  • Prospect
    Attention >> Permission >> Influence >> Intimacy
    PAID
    ENGINEERED
    EARNED
    Touchpoints
    Touchpoints
    Static Marketing
    CONTENT
  • Prospect
    Attention >> Permission >> Influence >> Intimacy
    PAID
    ENGINEERED
    EARNED
    Touchpoints
    Touchpoints
    Programmed
    Informational
    Educational
    CONTENT
  • Programmed Content
    Blog
    Podcast
    V-Log ( Video)
    Articles
    Livecast
    Screencasts
    Newsletters
    White papers
    Case studies
    Educational Series
    Webinars
    Teleseminars
  • Blogs
    Webinars
    Video
    Case Studies
  • Prospect
    Attention >> Permission >> Influence >> Intimacy
    PAID
    ENGINEERED
    EARNED
    Touchpoints
    Touchpoints
    Programmed
    Informational
    Educational
    CONTENT
    PROBLEM
    PREDICAMENT
    PAIN
    NEED
    DESIRE
    Help Them
    Fix It
  • Prospect
    Attention >> Permission >> Influence >> Intimacy
    PAID
    ENGINEERED
    EARNED
    Touchpoints
    Touchpoints
    Programmed
    Informational
    Educational
    CONTENT
  • Prospect
    Attention >> Permission >> Influence >> Intimacy
    PAID
    ENGINEERED
    EARNED
    Touchpoints
    Touchpoints
    Programmed
    Informational
    Educational
    CONTENT
    Static Marketing
    CONTENT
  • Prospect
    Attention >> Permission >> Influence >> Intimacy
    PAID
    ENGINEERED
    EARNED
    Touchpoints
    Touchpoints
    Programmed
    Informational
    Educational
    CONTENT
    Static Marketing
    CONTENT
  • Prospect
    Attention >> Permission >> Influence >> Intimacy
    PAID
    ENGINEERED
    EARNED
    Touchpoints
    Touchpoints
    Interactive
    Engagement
    CONTENT
    Social Media
  • Prospect
    Attention >> Permission >> Influence >> Intimacy
    PAID
    ENGINEERED
    EARNED
    Touchpoints
    Touchpoints
    Interactive
    Engagement
    CONTENT
    Social media is the production, consumption and exchange of information through online social interactions and platforms.
  • Prospect
    Attention >> Permission >> Influence >> Intimacy
    PAID
    ENGINEERED
    EARNED
    Touchpoints
    Touchpoints
    Interactive
    Engagement
    CONTENT
  • The Numbers
    400 Million
    75 Million
    60 Million
  • Prospect
    Attention >> Permission >> Influence >> Intimacy
    PAID
    ENGINEERED
    EARNED
    Touchpoints
    Touchpoints
    Interactive
    Engagement
    CONTENT
    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.
  • Social Media is Important
    Interactive
    Engagement
    CONTENT
    Disclaimer: Homer Simpson is NOT a rocket scientist!
  • The Letterman Law of Engagement
  • Prospect
    Attention >> Permission >> Influence >> Intimacy
    PAID
    ENGINEERED
    EARNED
    Touchpoints
    Touchpoints
    Interactive
    Engagement
    CONTENT
    Programmed
    Informational
    Educational
    CONTENT
    Static Marketing
    CONTENT
  • PAID
    ENGINEERED
    EARNED
    Touchpoints
    Touchpoints
    Prospect
    Attention >> Permission >> Influence >> Intimacy
    Interactive
    Engagement
    CONTENT
    Programmed
    Informational
    Educational
    CONTENT
    Static Marketing
    CONTENT
  • Lessons Learned Along The Way
  • Lesson #1
    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.
  • Lesson #2
    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.
  • Lesson #3
    Some areas of this crazy internet thing demand expert help and assistance. Don’t try to do it alone.
  • Lesson #4
    Don’t assume that you have to offload all of your web marketing. There are significant areas you should hold, and tightly.
  • Lesson #5
    What worked last year will not always work this year. Don’t rest on your laurels.
    Keep evolving and growing.
  • Lesson #6
    Quit selling and pitching. Start educating, engaging and listening. That’s on your FaceBook, Twitter and LinkedIn accounts too.
  • Lesson #7
    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!
  • Unexpected Discoveries & Serendipitous Delights
  • Content is an
    Enduring
    Marketing Asset
  • People, even business people, love to do business with those they know, like and trust!
  • The opportunity is immense. The possibilities keep coming.
  • What Now?
    Try not. 
    Do or do not. 
    There is no try. 
    ~Yoda
  • Prospect
    Attention >> Permission >> Influence >> Intimacy
    PAID
    ENGINEERED
    Touchpoints
    Static Marketing
    CONTENT
    Make sure this is working.
  • Adopt your new marketing agenda…
    Become A
    MEDIA COMPANY
  • Prospect
    Attention >> Permission >> Influence >> Intimacy
    PAID
    ENGINEERED
    EARNED
    Touchpoints
    Touchpoints
    Interactive
    Engagement
    CONTENT
    Programmed
    Informational
    Educational
    CONTENT
    Add ONLY
    1 of Each
  • Interactive
    Engagement
    CONTENT
    2-3 times
    per week
    Programmed
    Informational
    Educational
    CONTENT
    Once a
    Month
  • Prospect
    Attention >> Permission >> Influence >> Intimacy
    PAID
    ENGINEERED
    EARNED
    Touchpoints
    Touchpoints
    Interactive
    Engagement
    CONTENT
    Programmed
    Informational
    Educational
    CONTENT
    Static Marketing
    CONTENT
  • "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.
    --Morgan Salman"
    • Email: tom@flourishpress.com
    • Blog: tomadams.com
    • Twitter.com/TomAdams