The first step in any successful Digital Marketing strategy is to lay out a strategic plan. We want to measure twice and cut once, so the additional time on the front end is well worth it. Define your business goals, so we can identify how to leverage the internet to achieve them. Recognize your target markets/buyer personas. Analyze where you are as business and what you’re up against. Conduct a competitive analysis. Complete a keyword opportunity analysis. Establish a baseline. By attending this breakout session: Attendees will learn how to mitigate their precious human and monetary resources, by employing an internet marketing strategy designed to one up their competition. We’ll cover why each element of it is important and include 2-3 sample clients (names removed) whereby after 2 years their relevant website traffic and conversion activity sky rocketed. Gene Bonanno is owner of The Bonanno Group, Inc. Prior to opening his own business in December 2004, Gene had over 20 years of experience as a consultant and principal for IBM Global Services. There, he specialized in complex technology deployment projects, sales and consulting. His goal as a new business owner was to bring the same first-class Internet consulting he provided to Fortune 500 companies affordably to small and medium-sized businesses. Over the years, The Bonanno Group has grown from a basic website design firm to a full-service digital marketing agency with traditional marketing offerings as well. Much investment has been made in cultivating a quality staff with a wide range of skills and services to best suit customers’ needs. Gene and his entire team are Inbound Certified with Hubspot. The firm is also working on their Hubspot Partner Certification. TBG Digital Marketing utilizes HubSpot’s Inbound Marketing strategy to help organization’s grow their business. This will be one of several talks given at DOYO Live that will feature HubSpot’s technology and strategy.

1. Essentials for Developing a Comprehensive Internet Marketing
Plan, Step 1
Presentation By: Gene Bonanno
August 4, 2016

2. Visit us online at www.TBGDM.com or call us at 866-714-7208
Essentials for Developing a
Comprehensive Internet Marketing Plan

3. • www.TBGDM.com – The Bonanno Group Digital
Marketing
• www.linkedin.com/in/genebonanno - Gene’s
LinkedIn Profile
More on TBG:

4. • Braun Industries – www.BraunAmbulances.com
• Medix Specialty Vehicles – www.MedixAmbulance.com
• Osage Industries – www.OsageAmbulances.com
• Emergency Equipment Professionals – www.EmergencyEquipment.us
• Bull Dog Fire – www.BullDogFireApparatus.com
• North Central Ambulance – www.NCEmergencyVehicles.com
• Ten 8 Fire Equipment - www.Ten8Fire.com
• Nassau Fire Apparatus – www.NassauFire.com
• Penn Care – www.PennCare.net
• Keystone Emergency Vehicles – www.Keystone-Emergency.com
• Specialty Hearse – www.SpecialtyHearse.com
• Portable Restroom Trailers – www.PortableRestroomTrailers.com
• AmbuNet (Ambulance Network) – www.AmbuNet.com
• VCI Emergency Vehicle Specialists - www.VCIAmbulances.com
Sample Clients

5. The Perils of The Web
https://www.youtube.com/watch?v=1vKRXoKN0vk
Reference timeline from 8 to 12 minutes

6. 5 Steps To Digital Marketing Success
1. Lay Out a Strategic Comprehensive Internet
Marketing Plan
2. Employ a Responsive Website as your Central
Online Presence
3. Attract Targeted Traffic
4. Dictate Clear Branding Policies & Protect Your
Investment
5. Survey, Analyze, and Adjust Often

7. • Define your business goals, so we can identify how to
leverage the internet to achieve them.
• Recognize your target markets/buyer personas.
• Analyze where you are as a business and what you’re
up against.
• Conduct a competitive analysis.
• Complete a keyword opportunity analysis.
• Establish a baseline.
Lay Out a Strategic Comprehensive
Internet Marketing Plan

8. • Blog
• Trackable phone number(s)
• Keyword rich landing pages
• CTAs (calls to action)
• Social sharing
• Contact forms
• Newsletter signup
• Live Chat (especially for eCommerce)
• Landing pages
Employ a Responsive Website as
your Central Online Presence

9. • Paid search marketing
• Ongoing organic search optimization
• Local business listing
• Segmented email marketing
• Inbound marketing
• Integrating offline marketing with online
marketing (ex: making the most of a
tradeshow)
• Distributor marketing initiatives
Attract Targeted Traffic

10. • Social monitoring
• Creating a website and social media style guide
• Developing an employee and reseller/dealer social media
policy
• Maintaining site plugins and identifying other security threats
• Conducting an ongoing periodic competitive analysis
• Securing additional domains and social properties as needed
• Removing obsolete information
Dictate Clear Branding Policies &
Protect Your Investment

11. • Analytics for Google, call tracking, document
management, and email marketing
• Customer survey results and online reviews
• Business intelligence software (ex: VisitorTrack)
Survey, Analyze, and Adjust