The document discusses online marketing strategies and tactics. It covers changes in purchasing behaviors, the need for marketing to adapt, the current state of digital evolution, and how to plan improvements. Key topics include selecting and using online marketing tools like search engine optimization, social media, blogs, landing pages, email nurturing and lead intelligence to get qualified prospects, convert them to customers, and plan actions. It also discusses marketing analytics and reporting ROI.

2. 1. Ch ang es in Purch asin g Beh avi or s
2. Ma rketin g Nee ds to Ad apt
3. Th e Cu rrent State of Evo l ution
4. How to Pl an for Imp rove men t
5. How to (Sel ect an d) Use Onl ine
Ma rketin g (wh o, wh at, how) usin g
AID A
6. Bud getin g
7. Rep ortin g ROI

3. Changes in Purchasing
Behavior

4. Changes in Purchasing Behavior

5. Marketing Needs to Adapt

6. It’s Not a Marketing Revolution, It’s an Evolution

7. The Current State of Evolution
• Get Found by Qualified
Prospects
– Search Engines
– Blogs
– Social Media
• Convert Prospects to
Customers
– Landing Pages
– Email Nurturing
– Lead Intelligence
– Marketing Analytics

12. Plan HOW they’ll take action
with you.
• AIDA:
• Attention= Know how to get found. (keywords)
• Interest= Get found.Be where they are looking (SEO, PPC, Social, Blogs)
• Desire= Prospect clicks
• Action= Build Confidence (Landing Pages)

13. Oh my.

14. Attention starts here.
Where are you in the Search Engines?
Google, Yahoo, Bing, Ask
Search Term Monthly Searches Can you find
OUR-COMPANY?
Term 1 [input volume] [input yes or no]
Term 2 [input volume] [input yes or no]
Term 3 [input volume] [input yes or no]
Term 4 [input volume] [input yes or no]
Term 5 [input volume] [input yes or no]

15. Attention starts here.
Social media is happening. With or without you.

16. Attention starts here.

18. It’s not a 4 letter word. It’s 6.

20. Wikipedia.org says:
“Web Analytics is the measurement
of the behavior of visitors to a
website. In a commercial context,
it refers to the measurement of
which aspects the website work
towards the business objectives.”

21.  How to determine if you are getting the
right traffic coming to your site.
 How to optimize your site to capitalize on
the right traffic.

25. Business Success KPI
Goal Event
Increase Completed Form
online leads RFP or RFI Conversion
form Rate
Page
Bounce
Rate