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NETCENTERED MARKETINGleveraging your website for results,[object Object]
Objectives for Today,[object Object],Understand the elements critical to having a successful online presence and marketing effort,[object Object],Learn how to create a strong online brand experience for customers and prospects,[object Object],Use your website to measure online and offline marketing efforts,[object Object],Decide if your current online efforts can accomplish the goals you have established,[object Object],Today it’s about strategy and high-level thinking. Next three sessions will be more detail/ tactically oriented.,[object Object]
NetCentered Marketing Overview,[object Object]
Net Centered Marketing Overview,[object Object]
Net Centered Marketing Overview,[object Object]
Why the web is so important,[object Object],It’s where your customers and prospects are:,[object Object]
Why the web is so important,[object Object],It’s where the people are:,[object Object]
Why the web is so important,[object Object],More cost effective,[object Object],Mass distribution of your message,[object Object],The web is an equalizer. No longer have to have big media budgets to reach the masses. ,[object Object],Less about money, more about discipline and consistency of effort,[object Object],Easy to update content,[object Object],Reduce printing costs,[object Object],Allows you to be responsive to changing market conditions,[object Object],Measurement of success,[object Object],Know what works and eliminate waste,[object Object]
Why the web is so important,[object Object],It’s Interactive ,[object Object],Human/ Social Interaction,[object Object],More timely & reliable information,[object Object],Various forms of content,[object Object],Video, audio, interactive graphics, documents, etc,[object Object],Business process functionality,[object Object],i.e. online banking, account creation, purchases, etc…,[object Object]
Why the web is so important,[object Object],It’s Measurable,[object Object]
Why Plan?,[object Object],"If You Don't Know Where You're Going, Any Road Will Get You There“,[object Object],~Lewis Carroll,[object Object]
Where to begin,[object Object]
Where to begin,[object Object],Define your objectives ,[object Object],example objectives:,[object Object],10 leads per month will come from our website as a result of our online marketing efforts,[object Object],Establish a strong brand online, as validated by a 15% overall increase in traffic,[object Object],Obtain top five Google search result rankings for top five industry terms,[object Object],Achieve 500 Facebook fans for your brand page,[object Object]
Profitability / Opportunity Analysis,[object Object],Identify areas of highest opportunity:,[object Object],[object Object]
Market Size/Demand
Search Volume
Competition
Market Conditions,[object Object]
Identify objectives for your online presence
Rank your products / services by opportunity size,[object Object]
Target Demographic,[object Object],Do you know who they are?,[object Object],[object Object]
Where can you find them?
Helps you figure out your market potential and growth potential
Create Audience Dossiers,[object Object]
Target Demographic,[object Object],Action Items:,[object Object],[object Object]
Create audience dossiers for your top target demographics,[object Object]
Message,[object Object],Develop your value proposition for each audience segment,[object Object]
Think About Benefits,[object Object],Features,[object Object],Six cylinders,[object Object],Four cup holders,[object Object],Leather seats,[object Object],Reclining seats,[object Object],On-board GPS,[object Object],Airbags,[object Object],Variety,[object Object],Benefits,[object Object],Powerful,[object Object],Storage,[object Object],Prestige,[object Object],Comfort,[object Object],Convenience,[object Object],Safety,[object Object],Choice ,[object Object]
Message,[object Object],Action Item: Define your value proposition for each segment. Create your own message matrix.,[object Object]
Medium,[object Object]
Medium,[object Object],[object Object]
What are these people looking for?
What are they interested in?
What do they read, watch, or listen to?
Can they be approached by a sales person?
Can they be mailed, emailed, called?
Do they meet online or offline?,[object Object]
NetCentered Marketing
Medium,[object Object],Action Item: Pick the best mediums to deliver your message for each segment (write down),[object Object],[object Object]
Offline – Direct Mail, Sales Person, Magazine, Newspaper, Radio, Telesales, Tradeshows, Events, etc…,[object Object]
What does the customer need to see to be convinced?
What are the steps in the sales process?,[object Object]
Sales Path,[object Object],Action Item: For each segment write down information a customer needs to see to move through the buying funnel and become a customer/client. ,[object Object]
Content Paths,[object Object]
Content Paths,[object Object],Action Items:,[object Object],Online,[object Object],[object Object]
Make sure that someone from that segment can clearly navigate to the content they need.Offline,[object Object],[object Object],[object Object]
Action,[object Object],Action Items:,[object Object],[object Object]
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…,[object Object]
Analytics,[object Object],[object Object]
Measure activity in online and offline marketing tactics
Tie marketing back to the business!
You cannot manage that which you do not measure,[object Object]
Setup Goals to measure your online and offline marketing efforts
Review your results monthly and adjust your strategy based on those results,[object Object]
NetCentered Strategy,[object Object],Outreach/ Traffic Drivers,[object Object],NetCentered Strategy,[object Object],Search Engines,[object Object],Word of Mouth/Viral,[object Object],Traditional Marketing,[object Object],Social / Business Networks,[object Object],News/Blogs Web Content,[object Object],Email ,[object Object],RSS,[object Object],Public Website,[object Object],Brand Image / Graphics,[object Object],Brand Message / Content,[object Object],Apps and CMS,[object Object],Web Application Framework,[object Object],Strategy Management,[object Object],Site Content Management Tools,[object Object],Analytic Tools,[object Object],Lead Management,[object Object],Request Processing,[object Object]
Outreach/ Traffic Drivers,[object Object],Outreach/ Traffic Drivers,[object Object],Search Engines,[object Object],Word of Mouth/Viral,[object Object],Traditional Marketing,[object Object],Social / Business Networks,[object Object],News/Blogs Web Content,[object Object],Email ,[object Object],RSS,[object Object],[object Object]
Represents people looking for what you do

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NetCentered Marketing

Notas do Editor

  1. Introduce ourselves, give a little about our backgrounds.
  2. Matt
  3. Matt
  4. Matt
  5. Matt
  6. Matt
  7. Matt
  8. Matt
  9. Matt
  10. Matt
  11. Matt
  12. TiffanyYour stage in the growth lifecycle will determine what your web strategy is – it changes as you evolved and grow (local, national)
  13. Tiffany
  14. 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
  15. Matt takes over here