Core Online Marketing offers complimentary seminars for business owners and executives who want to learn how to fully exploit online marketing to drive predictable and sustainable revenue growth. The two-hour seminar demystifies online marketing, and provides valuable insight: Why Online Marketing is Critical to Your Success; Principles, Fundamentals and Best Practices; Generating Inbound Leads; Nurturing Prospects and Closing Sales; Developing an Online Marketing Plan; Tracking Results and Optimizing ROI. We encourage you to join us if you want to assess whether online marketing will benefit your business and, if so, to discover the keys to success. www.coreonlinemarketing.com/seminars/

1. Welcome to the Core Online Marketing
Executive Online Marketing Seminar

2. What is Online Marketing?
Nearly two-thirds of consumers (61%) use search engines to help them in
their product research decisions leading up to purchase.
(source: eConsultancy)
93% of B2B buyers using search to begin the buying process and 37%
posting questions on social networking sites when looking for
suggestions…. (source: Marketo)
The Buying Process is Fundamentally Changing

3. The ROI of Online Marketing is Your
Business Will Still Exist in 5 Years
What is Online Marketing?

4. Using appropriate, available tools and
offering relevant content
to engage in value based conversations
with communities of interest (prospects,
customers, influencers, evangelists…)
What is Online Marketing?

5. TV Ads Print Ads Direct Mail Referrals NetworkingRadio Ads
What is Online Marketing?

6. Investigate DecisionSearch
Post SalesGet Found Educate/Nurture Convert
Service/Support
Proceed Strategically

7. Educate/Nurture Convert
Post SalesGet Found
SEARCH ENGINE
OPTIMIZATION/
ONLINE
ADVERTISING
SOCIAL
MEDIA
ANALYTICS
MARKETING
AUTOMATION
CONTENT
The Fundamentals

8. The Fundamentals/Content
With Online Marketing….
CONTENT IS KING
“When content became king, marketers became publishers. We shifted our
focus from traditional outbound strategies to delivering the kind of content
that drives successful inbound campaigns.
Instead of going out and hunting prospects, we had to learn how to lure them
to our doorstep. High quality content, delivered consistently and through a
variety of channels proved to be the best way to accomplish that goal.”
Anne Handley, MarketingProfs

9. RELEVANCE….Develop fresh, compelling content
for search engines and searchers
AUTHORITY….Establish your online visibility and
credibility with communities of interest
CONTENT: PRIMARY OBJECTIVES
The Fundamentals/Content

10. The Fundamentals/Get Found
 On-Page Search Engine Optimization (SEO)
 Off-Page Search Engine Optimization (SEO)
 Search Engine Marketing (SEM)
JOB 1!

11. Why Search Engine Optimization is SO IMPORTANT
37% CTR
12% CTR
10% CTR
8% CTR
6% CTR
The Fundamentals/Get Found

12. ON-PAGE SEO
Is your WEBSITE RELEVANT to what your
prospects are searching for?
The Fundamentals/Get Found

13. OFF-PAGE SEO
Does your online community view you
as an AUTHORITY?
The Fundamentals/Get Found

14. LINK BUILDING
“Since the late 1990's search engines have used links as votes -
representing the democracy of the web's opinion about what
pages are important and popular…”
“Links aren't everything in SEO, but search professionals attribute
a large portion of the engines' algorithms to link-based factors…”
“…growing the link profile of a website is critical to gaining
traction, attention and traffic from the engines…link building is
among the top tasks required for search ranking and traffic
success…”
Source: SEOmoz
The Fundamentals/Get Found

15. The Fundamentals/Get Found
ONLINE ADVERTISING: PART OF THE MIX

16. The Fundamentals/Social Media
IS SOCIAL MEDIA NECESSARY?

17. The Fundamentals/Social Media

18. • Brand Building
• Inbound Lead Generation
• Customer Service/Retention
• Expanding Reach/Amplify Your Message
• Connecting with Influencers/Creating Online Authority
• Research
• Referrals/Recommendations/Credibility
BUSINESS BENEFITS
The Fundamentals/Social Media

19. The Fundamentals/Marketing Automation

20. 50% of leads are qualified but not yet ready to buy; Gleanster Research
80% of prospects deemed “bad leads” by sales teams go on to buy within 24
months; SiriusDecisions
85% of tech buyers said they need to encounter at least three pieces of
content before engaging with a solution provider; Knowledge Storm/Marketing
Sherpa
Companies that excel at lead nurturing generate 50% more sales-ready
leads at 33% lower cost per lead; Forrester Research
DEVELOPING VALUE BASED RELATIONSHIPS:
THE CASE FOR LEAD NURTURING
The Fundamentals/Marketing Automation

21. Use Online Marketing
Mechanisms To Develop
a Permission Based (Opt-In)
Dialogue
The Fundamentals/Marketing Automation

22. What do you
want me to
do next?
GETTING TO “YES”
The Fundamentals/Marketing Automation

23. CALLS TO ACTION/OFFERS
Low-risk, easy to take actions that engage and guide prospects
through the next step in the process…
The Fundamentals/Marketing Automation

24. The Fundamentals/Marketing Automation

25. Retention
Incremental Revenue
LEVERAGING YOUR MOST VALUABLE ASSET
The Fundamentals/Marketing Automation

26. The Fundamentals/Marketing Automation

27. The Fundamentals/Marketing Automation

28. E-commerce
Email Distribution
MARKETING AUTOMATION
Workflow
Social Media
Integration
CRM
Landing Pages
Lead Scoring
Analytics
E-commerce
Email Distribution
The Fundamentals/Marketing Automation

29. ANALYTICS
You must constantly analyze and optimize…
 Identify Key Metrics
 Implement Analytics (e.g. Google Analytics)
 Monitor and Refine
The Fundamentals/Analytics

30. 1. YOU NEED A PLAN
2. YOU MUST ALLOCATE RESOURCES
THE WAY FORWARD……
The Way Forward

31. RECOMMENDATIONS
EXECUTION PLAN
ONLINE
MARKETING
PLAN
SITUATION ANALYSIS
The Way Forward

32. Summary
 You must be in this game
 There are a lot of moving parts
 Don’t get overwhelmed
 1+1=3
 It’s a Journey
 Approach it strategically
 CONTENT IS KING!
 End to End Business Development Process
 Build a Roadmap - You can’t do it all at once
 You need to work on this every day
Allocate resources and
EXECUTE!