Online Marketing For Emergency Services Praetorian Group


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A four-step guide to match marketing objectives with online solutions.

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Online Marketing For Emergency Services Praetorian Group

  1. 1. Online Marketing for Emergency Services Praetorian Executive Marketing Seminar: Praetorian Group, Inc. 200 Green St., Ste. 200 San Francisco, CA 94111 (415) 962-8324
  2. 2. Network <ul><li>155,000 unique network visits per month </li></ul><ul><li>43,000 registered members </li></ul><ul><li>Online video community site: </li></ul><ul><li>25 industry expert columnists </li></ul>160% Growth Over the Past Year
  3. 3. Who’s The Praetorian Group? <ul><li>Online marketing solutions for public safety companies </li></ul><ul><li>Network of more than 15 Web sites </li></ul><ul><li>10 years in the first responder market </li></ul><ul><li>Mission: To provide resources and cutting edge information that help first responders stay safer, become better informed and more effectively protect their communities. </li></ul>
  4. 4. Who’s Alex Ford? <ul><li>Co-Founder and CEO of The Praetorian Group </li></ul><ul><li>B2B marketing in public safety for 10 years </li></ul><ul><li>Has grown website traffic from 60,000 unique visitors to 1.6 million in 6 yrs </li></ul><ul><li>Active in social media: Facebook, LinkedIn </li></ul><ul><li>Author of a series of online marketing articles for public safety </li></ul>
  5. 5. Online Marketing for Emergency Services <ul><li>EMS is Moving Online </li></ul><ul><li>Step 1: Identifying Your Marketing Objectives </li></ul><ul><li>Step 2: What You Can Do on Your Own </li></ul><ul><ul><li>Search Engine Optimization </li></ul></ul><ul><ul><li>Press Releases/Contributed Articles </li></ul></ul><ul><ul><li>E-Newsletters </li></ul></ul><ul><ul><li>Cost Per Click </li></ul></ul>
  6. 6. Cont. <ul><li>Step 3: Working with a Media Partner </li></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>Banners </li></ul></ul><ul><ul><li>E-Blasts </li></ul></ul><ul><ul><li>Product Content Sponsorships </li></ul></ul><ul><ul><li>Microsite </li></ul></ul><ul><li>Step 4: Evaluating your Marketing Strategy </li></ul><ul><ul><li>Key terms to help you speak the language </li></ul></ul><ul><li>Beyond the Banner </li></ul><ul><li>Q&A </li></ul>
  7. 7. Emergency Services: Moving Online
  8. 8. More People Online then Ever <ul><li>People are Online </li></ul><ul><ul><li>71.4 %of the U.S. population is now online </li></ul></ul><ul><ul><li>126 % growth since 2000 </li></ul></ul><ul><li>Researching and buying product? </li></ul><ul><ul><li>More than 50% of U.S. consumers have bought a product online </li></ul></ul><ul><ul><li>60% of U.S. consumers use the Internet to do product research </li></ul></ul><ul><li>More and more companies are online </li></ul><ul><ul><li>$140 billion spent online in 2007 </li></ul></ul>
  9. 9. Emergency Services Moving Online <ul><li>Estimated 72% of First Responders are online </li></ul><ul><li>EMS market Web sites receive an estimated 550,000 unique visitors per month </li></ul><ul><li>Fragmented, technically specified products, current events focused, mission critical </li></ul>Pre-existing media channels unable to deliver depth, interactivity or timeliness
  10. 10. What First Responders are Doing Online: <ul><li>Share Information/Best Practices </li></ul><ul><li>Networking </li></ul>Community Interaction <ul><li>Product specifications/ advice </li></ul><ul><li>Find Manufacturers/ Distributors </li></ul>Product Research Training/ Research Stay Informed <ul><li>News/latest industry events </li></ul><ul><li>Video </li></ul><ul><li>Analysis of current events </li></ul><ul><li>Tips, training materials lesson plans </li></ul><ul><li>Research topics/issues </li></ul>
  11. 11. A step by step guide to match your marketing objectives with online solutions Seizing the Online Opportunity:
  12. 12. Step 1: Identify Your Marketing Objectives <ul><li>Brand Building </li></ul><ul><li>Thought Leadership </li></ul><ul><li>Interacting with Your Customers </li></ul><ul><li>Driving Traffic, Leads or Sales </li></ul><ul><li>Launching/Differentiating Your Products </li></ul><ul><li>Gathering Market/Customer Research </li></ul><ul><li>Educating the Market </li></ul>
  13. 13. Step 2: What You Can Do on Your Own <ul><li>Search Engine Optimization (SEO) </li></ul><ul><li>Write Press Releases and Contribute Articles </li></ul><ul><li>Create your own Newsletter </li></ul><ul><li>Purchase Cost per Click ads </li></ul>
  14. 14. Search Engine Optimization (SEO): <ul><li>Search engine optimization (SEO) simply refers to taking steps to make sure your site appears high in non-paid search results on Google, Yahoo and MSN </li></ul><ul><li>Objectives Addressed  Driving Traffic, Sales or Leads </li></ul>
  15. 15. SEO Framework Page Structure External Linking Underlying Technology Content
  16. 16. Top 5 SEO Tips <ul><li>Browser Titles Matter: “EMS1” vs. “EMS Products” </li></ul><ul><li>Use keywords in your URLs – </li></ul><ul><li>Search engines don’t index flash or picture – Be careful of using text in either </li></ul><ul><li>Use Google Webmaster Tools – submit sitemaps, view inbound link statistics, content analysis - /webmasters/tools/dashboard </li></ul><ul><li>Reciprocal Linking – Get listed in directories & authoritative sites </li></ul>
  17. 18. Press Releases/Contributed Articles <ul><li>Press Releases </li></ul><ul><ul><li>Write and distribute press releases whenever you have news </li></ul></ul><ul><ul><li>Many media entities will post for FREE </li></ul></ul><ul><ul><li>Communicates news and also generates search engine value </li></ul></ul><ul><li>Contributed articles </li></ul><ul><ul><li>These don’t mention your product specifically </li></ul></ul><ul><ul><li>Demonstrate expertise in a subject relevant to your product </li></ul></ul><ul><ul><li>Positions your company as an authority </li></ul></ul><ul><li>Objectives Addressed  Thought Leadership, Product Launches, Educate the Market </li></ul>
  18. 19. Email Newsletters <ul><li>Create your own company newsletter </li></ul><ul><li>Collect customer emails (you should be), and you have the foundation </li></ul><ul><li>Fosters loyalty and brand engagement </li></ul><ul><li>Engages your customers with the latest company information and drives conversion </li></ul>Objectives Addressed  Interacting with Customers, Market/Customer Research, Launching New Products, Driving Traffic, Sales and Leads
  19. 20. Step 3: Working with a Media Partner <ul><li>Online Video </li></ul><ul><li>Banners </li></ul><ul><li>Email Blasts </li></ul><ul><li>Product Content Sponsorships </li></ul><ul><li>Microsites </li></ul>
  20. 21. Online Video <ul><li>Target users in a way that traditional TV can’t </li></ul><ul><li>Dramatically shortens the distance between viewer impulse and purchase </li></ul><ul><li>Gives potential customers the ability to watch – rather than read about – your products solving real-world problems </li></ul><ul><li>Objectives Addressed  Brand Building, Product Launches, Product Differentiation, Interacting with Customers, Educate the Market </li></ul>
  21. 22. Choose Your Type and Distribute <ul><li>Product Promotion </li></ul><ul><li>Product Demo/Virtual Tradeshow </li></ul><ul><li>Viral Marketing Videos </li></ul><ul><li>Testimonial </li></ul><ul><li>YouTube and industry focused sites like </li></ul><ul><li>Company email footer </li></ul><ul><li>Media Partner sites </li></ul><ul><li>Your company website </li></ul><ul><li>DVD for customers </li></ul>Where it Should Go What to Produce
  22. 23. Banners <ul><li>Billboards of the online world </li></ul><ul><li>Quickly created </li></ul><ul><li>Easily deployed </li></ul><ul><li>Can Be targeted to specific customer segments </li></ul><ul><li>Objectives Addressed  Brand Building, Product Launches, Product Differentiation </li></ul>
  23. 24. Email Blasts <ul><li>Great way to reach a wide audience directly </li></ul><ul><li>Achieve the “big splash” effect with an announcement, promotion or product launch </li></ul><ul><li>Make sure to ask about number of recipients and tracking </li></ul><ul><li>Objectives Addressed  Driving Traffic, Sales or Leads, Product Launches, Gathering Market/Customer Research </li></ul>
  24. 25. Creating an Effective E-Blast <ul><li>Create clear concise subject line </li></ul><ul><li>Include a border around the entire message for a cleaner look </li></ul><ul><li>Use vibrant colors (avoid black and dark shades) </li></ul><ul><li>Include core message early in the E-Blast and keep it simple </li></ul><ul><li>Include multiple links including; focus placement at the top of the E-Blast </li></ul><ul><li>Include a call to action such as “Learn More” or “Find out How” </li></ul><ul><li>Include a Toll Free phone number </li></ul><ul><li>DON’T send it yourself </li></ul>
  25. 26. Product Content Sponsorship <ul><li>Presence in a product research section connect the dots between a product need and a product solution </li></ul><ul><li>Provides highly targeted exposure : People are genuinely interested in purchasing or researching the product in these sections </li></ul><ul><li>Associates your brand with the products people are interested in </li></ul><ul><li>Objectives Addressed  Product Launches, Differentiating Your Products, Driving Traffic </li></ul>
  26. 27. Microsites <ul><li>Narrowly focused Web site that addresses a specific business problem and offers specialized information </li></ul><ul><li>Potential to reach customers in a unique, engaging way with specific content that reinforces your marketing objectives </li></ul><ul><li>Objectives Addressed  Microsites are so flexible, they can address any objective; particularly well suited for Thought Leadership, Product Differentiation, Educating the Market and Brand Building </li></ul>
  27. 28. Step 4: Evaluating Your Online Marketing Strategy <ul><li>Unique Visitor: A count of how many different people access a Web site over a given period </li></ul><ul><li>Impression : Number of times a Web site visitor is exposed to your message, brand or company </li></ul><ul><li>Click Through Rate: The number of users who clicked on an ad on a web page divided by the number of times the ad was delivered </li></ul><ul><li>Conversion Rate: The number or percentage of visitors who convert content views or visits into desired actions </li></ul>
  28. 29. Beyond the Banner: The Bigger Picture of Online Marketing
  29. 30. A Framework for Online Marketing Solving Business Problems Impression- Based Marketing Direct Marketing Educating the Market Increasing Sophistication/ Impact
  30. 31. The Offline Impact of Online Ads Source: Harvard Business Review, April 2008; comScore A component of your marketing mix…
  31. 32. Best in Class Marketing
  32. 33. Solving Business Problems $10 Million in grant requests this year alone
  33. 34. Key Concepts <ul><li>Emergency Services has moved online </li></ul><ul><li>Accessing mission critical content, training information and researching products </li></ul><ul><li>Significant opportunity for marketers </li></ul><ul><li>Online marketing as part of a broader sales and marketing strategy </li></ul><ul><li>Sophisticated marketers are taking advantage of the dynamic nature of the internet as a tool to improve their business and drive sales </li></ul>
  34. 35. Q&A