Learn how to leverage the investment you have made in your website and how to integrate your offline marketing efforts with your website. Integrated are specific action items for how you can enhance the effectiveness of your website.
TiffanyYour stage in the growth lifecycle will determine what your web strategy is – it changes as you evolved and grow (local, national)
Focusing your resources on the highest impact opportunitiesSearch volumeYour ability to deliver consistently on thatMarketsize/ demandFOCUS, FOCUS, FOCUSGreat tools out there that help us know how many people are looking every month for the things that you are trying to sell. Market conditions change, how you focus your products
Matt takes over here
NetCentered Marketing: Leveraging Your Website for Results
NETCENTERED MARKETINGleveraging your website for results<br />June 9, 2010<br />
About Element Three // Tiffany Sauder<br />Business First<br />Purdue University// Krannert<br />Purdue Alumnus magazine<br />Inside Indiana Business featured executive<br />Accountable, results oriented brand development, marketing strategy and creative execution<br />
About Cirrus ABS // Matt Nickols<br />15 Years Experience in Online Marketing and Website Development<br />Hybrid company that offers the best of online marketing and technology<br />30 employees <br />Full staff of technical & creative personnel<br />Client ranging from Fortune 500 to small local businesses<br />Founder & CEO of Cirrus ABS<br />Over 15 years experience in entrepreneurship & online marketing<br />Creator of the Cirrus eBusiness Suite platform concept<br />Recognized as a Future 40 award winner; one of NE Indiana’s most accomplished professionals under 40<br />
Objectives for Today<br />Understand the elements critical to having a successful online presence and marketing effort<br />Learn how to create a strong online brand experience for customers and prospects<br />Use your website to measure online and offline marketing efforts<br />Decide if your current online efforts can accomplish the goals you have established<br />Today it’s about strategy and high-level thinking. Next three sessions will be more detail/ tactically oriented.<br />
Why the web is so important<br />More cost effective<br />Mass distribution of your message<br />The web is an equalizer. No longer have to have big media budgets to reach the masses. <br />Less about money, more about discipline and consistency of effort<br />Easy to update content<br />Reduce printing costs<br />Allows you to be responsive to changing market conditions<br />Measurement of success<br />Know what works and eliminate waste<br />
Why the web is so important<br />It’s Interactive <br />Human/ Social Interaction<br />More timely & reliable information<br />Various forms of content<br />Video, audio, interactive graphics, documents, etc<br />Business process functionality<br />i.e. online banking, account creation, purchases, etc…<br />
Why the web is so important<br />It’s Measurable<br />
Why Plan?<br />"If You Don't Know Where You're Going, Any Road Will Get You There“<br />~Lewis Carroll<br />
Where to begin<br />Define your objectives <br />example objectives:<br />10 leads per month will come from our website as a result of our online marketing efforts<br />Establish a strong brand online, as validated by a 15% overall increase in traffic<br />Obtain top five Google search result rankings for top five industry terms<br />Achieve 500 Facebook fans for your brand page<br />
Profitability / Opportunity Analysis<br />Identify areas of highest opportunity:<br /><ul><li>Profitability
Content Paths<br />Action Items:<br />Online<br /><ul><li>Make sure your website has a page on each unique piece of information identified in the sales path for each segment.
Make sure that someone from that segment can clearly navigate to the content they need.</li></ul>Offline<br /><ul><li>Make sure that there are landing pages to serve as a call-to-action for offline marketing efforts.</li></li></ul><li>Action<br />
Action<br />Action Items:<br /><ul><li>For each segment determine what you want them to do.
Make sure you have a call to action on every page.
Buy online, come to your store, call me, schedule a meeting, sign-up, learn more, see how, demo sign-up download a whitepaper, free evaluation, sign-up for our newsletter, etc…</li></li></ul><li>Analytics<br />
Online communities & forums</li></li></ul><li>Outreach/ Traffic Drivers<br />Outreach/ Traffic Drivers<br />Traditional Marketing<br />Social / Business Networks<br />Word of Mouth/Viral<br />Search Engines<br />News/Blogs Web Content<br />Email <br />RSS<br /><ul><li>Web enables fast spreading of the word
Create compelling content, offers, and functionality worthy of spreading
Cross sell, up sell, & top of mind awareness</li></li></ul><li>Outreach/ Traffic Drivers<br />Outreach/ Traffic Drivers<br />Search Engines<br />Word of Mouth/Viral<br />Traditional Marketing<br />Social / Business Networks<br />News/Blogs Web Content<br />Email <br />RSS<br /><ul><li>Access large networks of people based on geography, industry, & interests
Position your business and key people as experts in your field</li></li></ul><li>Where is the Intent?<br />tv<br />dm (direct mail)<br />radio<br />newspaper<br />print (brochures/ads)<br />email marketing<br />social<br />SEO<br />search marketing<br />Tradeshows<br />sponsorships<br />
First impression critical to conversion</li></li></ul><li>
Public Website<br />Brand Image / Graphics<br />Brand Message / Content<br />Apps and CMS<br />Web Application Framework<br />Public Website<br /><ul><li>Tell your story in powerful way
Visible copy critical to search engine visibility strategy
Use of various formats: HTML, photos, documents, video and more</li></li></ul><li>
Public Website<br />Brand Image / Graphics<br />Brand Message / Content<br />Apps and CMS<br />Web Application Framework<br />Public Website<br /><ul><li>Tools to manage website content built for ease of use and efficiency
Rules to live by<br />Your website is never, ever done<br />If you can’t update it, get one you can<br />Your homepage is not the only page on your site<br />Be the expert. Claim what you know.<br />Make them care. Talk to them about the benefits, not the features of your product or service. You care about you, they don’t care about you, they care about them.<br />