This document outlines a digital marketing strategy for a company. It discusses building a website as a virtual storefront and brand image, creating original and valuable content, developing a mobile presence to connect ubiquitously, sharing content to create awareness, and engaging audiences to build community. The goals are to redesign the website, add multimedia content, explore new content platforms, optimize for mobile, build social media pages, engage industry influencers, and connect with potential clients across digital touchpoints.

1. Enrico Contosta
11-29-2011

2. Why Market Digitally?
• Builds Trust
• Direct Contact
• Performance can be Tracked
• Highly Targetable
• Exploding Medium

3. Content Sharing Engagement
Mobile Website

4. Website
Maintain Brand

5. Website
• Virtual Residence / Storefront
▫ Most clients’ First Impression
▫ Brand Image
▫ Information Source
▫ Place of Conversion

6. Website Goals
• Redesign www.esafecs.com
▫ More Brand-centric
▫ Shorten Funnel to Conversion
▫ Personalized Experiences
 Clients
 IT Professionals
▫ Featured Content
• Connect to all other digital platforms

7. Content
Add Value

8. Content
• Original Content
▫ Newsletters, blogs, websites or
microsites, webinars, podcasts, roundta
bles, email, or events
• Informative, Relevant, Actionable
• Attracts desired Audience (Pull)
• Establishes Credibility

9. Content Goals
• Multimedia that increases
Transparency
▫ Pictures
▫ Testimonial Videos
• Enhance current blog
▫ SEO
▫ Establish post consistency

10. Content Goals
• Explore more content platforms
▫ Email Newsletter
▫ Hyper-focused Blogs (Microsites)
▫ Podcast

11. Mobile
Connect Ubiquitously

12. Mobile
Sources: Gartner, 2010; Google Internal Data, 2011; Cisco, 2011

13. Mobile
Sources: Compuware, "What Users Want from Mobile," 2011

14. Mobile
Sources: Google "The Mobile Movement: Understanding Smartphone Users," 2011

15. Mobile
Sources: Lightspeed Research, 2010; Google "The Mobile Movement: Understanding Smartphone Users," 2011

16. Mobile Goals
• Google Places
• Mobile Version of Website
• Advantage of Mobile
▫ Quick Calling
▫ Location-based Services
• Industry related tools

17. Sharing
Create Awareness

18. Sharing
• Original Content
▫ Easily Sharable
▫ Worth Sharing
• Other Content
▫ Relevant to Audience
• Sparks Engagement
▫ Basis for Viral Marketing

19. Sharing Goals
• Build
▫ Facebook Page
▫ Google+ Page
▫ YouTube Channel
• Plan a focused Twitter Strategy
▫ Content
▫ Consistency
▫ Timing
▫ Target

20. Engagement
Build Community

21. Engagement
• People gather around an idea, need,
product, or brand
• Create an experience
• Signal-to-Noise Ratio
• Connect on a one-to-one level

22. Engagement Goals
Find industry influencers
and potential clients
Find out what their
touch points are
Connect with them on
those points

23. Content Sharing Engagement
Mobile Website