The document discusses strategies for leveraging a website to enhance online marketing efforts and establish a strong brand presence. It emphasizes the importance of defining objectives, understanding target demographics, and utilizing multiple mediums for effective communication. The document also highlights the necessity of analytics for continuous improvement and the critical role of having an adaptable website for successful marketing.

1. NETCENTERED MARKETINGleveraging your website for results

2. Objectives for TodayUnderstand the elements critical to having a successful online presence and marketing effortLearn how to create a strong online brand experience for customers and prospectsUse your website to measure online and offline marketing effortsDecide if your current online efforts can accomplish the goals you have establishedToday it’s about strategy and high-level thinking. Next three sessions will be more detail/ tactically oriented.

3. NetCentered Marketing Overview

4. Net Centered Marketing Overview

5. Net Centered Marketing Overview

6. Why the web is so importantIt’s where your customers and prospects are:

7. Why the web is so importantIt’s where the people are:

8. Why the web is so importantMore cost effectiveMass distribution of your messageThe web is an equalizer. No longer have to have big media budgets to reach the masses. Less about money, more about discipline and consistency of effortEasy to update contentReduce printing costsAllows you to be responsive to changing market conditionsMeasurement of successKnow what works and eliminate waste

9. Why the web is so importantIt’s Interactive Human/ Social InteractionMore timely & reliable informationVarious forms of contentVideo, audio, interactive graphics, documents, etcBusiness process functionalityi.e. online banking, account creation, purchases, etc…

10. Why the web is so importantIt’s Measurable

11. Why Plan?"If You Don't Know Where You're Going, Any Road Will Get You There“~Lewis Carroll

12. Where to begin

13. Where to beginDefine your objectives example objectives:10 leads per month will come from our website as a result of our online marketing effortsEstablish a strong brand online, as validated by a 15% overall increase in trafficObtain top five Google search result rankings for top five industry termsAchieve 500 Facebook fans for your brand page

14. Profitability / Opportunity AnalysisIdentify areas of highest opportunity:Profitability

15. Market Size/Demand

16. Search Volume

17. Competition

18. Market ConditionsProfitability / Opportunity AnalysisAction Items:Determine your place in the business growth chart

19. Identify objectives for your online presence

20. Rank your products / services by opportunity sizeNetCentered Process

21. Target DemographicDo you know who they are?What are their attributes?

22. Where can you find them?

23. Helps you figure out your market potential and growth potential

24. Create Audience DossiersExample Audience Dossier

25. Target DemographicAction Items:Write down at least one audience segment for each of your selected areas of focus.

26. Create audience dossiers for your top target demographicsMessage

27. MessageDevelop your value proposition for each audience segment

28. Think About BenefitsFeaturesSix cylindersFour cup holdersLeather seatsReclining seatsOn-board GPSAirbagsVarietyBenefitsPowerfulStoragePrestigeComfortConvenienceSafetyChoice

29. MessageAction Item: Define your value proposition for each segment. Create your own message matrix.

30. Medium

31. MediumHow are you going to get your message to the people who care?

32. What are these people looking for?

33. What are they interested in?

34. What do they read, watch, or listen to?

35. Can they be approached by a sales person?

36. Can they be mailed, emailed, called?

37. Do they meet online or offline?The Brand Touch-Point Wheel

39. MediumAction Item: Pick the best mediums to deliver your message for each segment (write down)Online – SEO, SEM, Email Campaigns, etc…

40. Offline – Direct Mail, Sales Person, Magazine, Newspaper, Radio, Telesales, Tradeshows, Events, etc…Sales PathHow do you sell your service/ product?

41. What does the customer need to see to be convinced?

42. What are the steps in the sales process?Customer Buying Pipeline

43. Sales PathAction Item: For each segment write down information a customer needs to see to move through the buying funnel and become a customer/client.

44. Content Paths

45. Content PathsAction Items:OnlineMake sure your website has a page on each unique piece of information identified in the sales path for each segment.

46. Make sure that someone from that segment can clearly navigate to the content they need.OfflineMake sure that there are landing pages to serve as a call-to-action for offline marketing efforts.Action

47. ActionAction Items:For each segment determine what you want them to do.

48. Make sure you have a call to action on every page.

49. 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…Analytics

50. AnalyticsConstant improvement

51. Measure activity in online and offline marketing tactics

52. Tie marketing back to the business!

53. You cannot manage that which you do not measureAnalyticsAction Items:Install Google Analytics www.google.com/analytics

54. Setup Goals to measure your online and offline marketing efforts

55. Review your results monthly and adjust your strategy based on those resultsAnalytics

56. NetCentered StrategyOutreach/ Traffic DriversNetCentered StrategySearch EnginesWord of Mouth/ViralTraditional MarketingSocial / Business NetworksNews/Blogs Web ContentEmail RSSPublic WebsiteBrand Image / GraphicsBrand Message / ContentApps and CMSWeb Application FrameworkStrategy ManagementSite Content Management ToolsAnalytic ToolsLead ManagementRequest Processing

57. Outreach/ Traffic DriversOutreach/ Traffic DriversSearch EnginesWord of Mouth/ViralTraditional MarketingSocial / Business NetworksNews/Blogs Web ContentEmail RSSGoogle, Yahoo,Bing– over 95% of searches

58. Represents people looking for what you do