The document outlines an internet marketing plan for a company called cimsurf.com to generate new leads and sales during an economic recession. It proposes replacing traditional interruptive marketing with online content creation and search engine optimization. Key strategies include blogging on industry topics 3 times a week, hosting webinars biweekly and publishing whitepapers bi-monthly. Social networks like Facebook and Twitter will also be used to share and promote this content to attract qualified leads. Analytics will track the effectiveness of efforts at driving website conversions of visitors to leads.

1. cimsurf.com Internet Marketing Plan 2009

2. Current Situation / Challenges Recession + Auto Industry Low Maintenance Renewals Customers stop renewing maintenance because they don't see the value (ROI) Cutbacks Very little new business Traditional Marketing is not working (mass mailings, cold calling, e-mail)

3. So how can we generate leads and convert them into sales while in a recession?

4. Rethink Marketing Traditional Marketing does not work... why not? Its based on interrupting people Cold Calling (expensive, low ROI) Direct Mailing (expensive, low ROI) Print Advertising (expensive, low ROI) Trade Shows (expensive, low ROI)

5. Marketing in a Recession Not about marketing less, but better and smarter Stop interrupting people with mailing, spamming, and cold calling Use the Internet and use our time to creating quaity content and becoming experts

6. Internet is shaping business People are using the web to find solutions to their problems The buying process begins online with research (blogs, forums, comments, recommedations, etc) Customers find the solutions, prices and vendors themselves... and they either call you or they don't The customer is in control

7. Business has changed, and so have the tools and methods to take advantage of these changes

8. Marketing 2.0 Effective Marketing Strategies SEO, PPC, Blogging, Viral, and online forms for collecting leads Content Optimization Retool the website to be using the new marketing, new content and converting visitors into leads Social Networks Publish and share new content and networking with people Web Analytics Measure marketing efforts and content for optimizing

9. Most new business is generated by referrals and networks. This is true with either word of mouth or search engines that recommend the most relevant links on the search results page

10. SEM - Search Engine Marketing SEO - Search Engine Optimization Google, Yahoo!, MSN, Ask, etc... PPC – Pay per click adverstising Google AdWords Goal: Attract more targeted visitors to become leads

11. Search Engine Optimization 25% on-site SEO quality, relevant content using specific keywords that others want to link to. 75% off-site SEO quality links back to your site and content Goal: Become a trusted source for good content that visitors want to share and talk about

12. Google AdWords - PPC Displays ads when customers are doing research Pay only for clicks (visitors) to your site Target only certain territories Control costs through a daily budget $100 @ $1 per click = 100 new visitors

13. Website: Retool for conversions Content drives links and followers Links power SEO All new content/resources: CAD/CAM Blog, Webinars, Whitepapers, Presentations, Live Demos Forms for capturing leads

14. Social Networks 600,000 new users each day Customers are on Facebook (private user) Publish Share Networking More than 150 million active users worldwide (US – 50 million)

15. Web Analytics Goals are activities on the website that are important to the success of the company Its not about how many hits (visits) its all about how many leads, and then customers are generated by our efforts. Todays website ROI is measured by conversions. How frequently visitors reach our online goals.

16. Who? What? Jr, Mark and Jerry Ideas for new content topics Create, publish and promote content Facebook page + Social Networking Dave webmaster/admin online marketing consultant monthly/quartly reports Bob Sr. PPC Advertising + Analytics Ideas for new content topics Facebook page + Social Networking Schedule, publish and promote training

17. Where? When? How? facebook.com + twitter.com (UPDATE STATUS) Add all events and other free stuff on facebook Leave comments, add new friends, post links, interact with people other blogs, forums and community sites Every day take the time to answer posts, comments and check the blogs and sites for ideas for new blog entries. cimsurf.com Blog – updated 3 times a week by Jr, Mark or Jerry Presentations – to be used with webinars, archived on SlideShare.net Webinars – new topic every other week, archived under Resources Whitepapers – new topic every other month, archived under Resources Demo videos – new with every release / service pack Tips & Tricks – pdf or videos archived under Resources for free - no forms

18. Content Planning Ideas for topics Check blogs and forums for ideas Check your outbox for Tech Support questions you have already answered Recent tech support calls or demos List of cool links that have to do with CAD / CAM or a topic Publish + Promote the content Use the blog to promote webinars, facebook page and presentations Use Twitter or Blog comments for q&a with live webinars Use YouTube for videos Target audience Users (designers / machinst) Management (decision makers)

19. Content Creation Blog entries Add links, videos or presentations if necessary Goal: We are giving away some knowledge free, then when they want the better content (whitepapers, webinars, etc) they have to give up a little information and become a lead. Titles that get attention and gain interest 5 reasons to work in-context of an assembly Network your CNC machines without wires Webinar: Solid Modeling 101

20. Getting Started 2. Topics for blogs, webinars, whitepapers, etc. Get together and plan out the month of Feb 2009, who is doing what when? 3. Learn how this stuff works, and have fun with it at work. Nobody likes cold calling, and with the leads we get from doing this type of marketing, they will already be qualified 1. Sign-up for Social Networking facebook.com – find the CIM solutions page + become a fan twitter.com – find me @webdesignr and follow me :)