NetCentered Marketing: Leveraging Your Website for Results
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The document outlines strategies for leveraging a website to achieve effective online marketing and establish a strong brand presence. Key objectives include defining marketing goals, understanding target demographics, and utilizing analytics for continuous improvement. It emphasizes the importance of a comprehensive web strategy that incorporates both online and offline efforts to engage customers and measure success.
NetCentered Marketing: Leveraging Your Website for Results
- 1. NETCENTERED MARKETINGleveraging your website for resultsJune 9, 2010
- 2. About Element Three // Tiffany SauderBusiness FirstPurdue University// KrannertPurdue Alumnus magazineInside Indiana Business featured executiveAccountable, results oriented brand development, marketing strategy and creative execution
- 3. About Cirrus ABS // Matt Nickols15 Years Experience in Online Marketing and Website DevelopmentHybrid company that offers the best of online marketing and technology30 employees Full staff of technical & creative personnelClient ranging from Fortune 500 to small local businessesFounder & CEO of Cirrus ABSOver 15 years experience in entrepreneurship & online marketingCreator of the Cirrus eBusiness Suite platform conceptRecognized as a Future 40 award winner; one of NE Indiana’s most accomplished professionals under 40
- 4. 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.
- 6. Net Centered Marketing Overview
- 7. Net Centered Marketing Overview
- 8. Why the web is so importantIt’s where your customers and prospects are:
- 9. Why the web is so importantIt’s where the people are:
- 10. Why the web is so important
- 11. Where the People Are
- 14. 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
- 15. 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…
- 16. Why the web is so importantIt’s Measurable
- 17. Why Plan?"If You Don't Know Where You're Going, Any Road Will Get You There“~Lewis Carroll
- 18. Where to begin
- 19. 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
- 20. Profitability / Opportunity AnalysisIdentify areas of highest opportunity:Profitability
- 22. Search Volume
- 23. Competition
- 24. Market ConditionsProfitability / Opportunity AnalysisAction Items:Determine your place in the business growth chart
- 25. Identify objectives for your online presence
- 26. Rank your products / services by opportunity sizeNetCentered Process
- 27. Target DemographicDo you know who they are?What are their attributes?
- 28. Where can you find them?
- 29. Helps you figure out your market potential and growth potential
- 30. Create Audience DossiersExample Audience Dossier
- 31. Target DemographicAction Items:Write down at least one audience segment for each of your selected areas of focus.
- 32. Create audience dossiers for your top target demographicsMessage
- 33. MessageDevelop your value proposition for each audience segment
- 34. Think About BenefitsFeaturesSix cylindersFour cup holdersLeather seatsReclining seatsOn-board GPSAirbagsVarietyBenefitsPowerfulStoragePrestigeComfortConvenienceSafetyChoice
- 35. MessageAction Item:Define your value proposition for each segment. Create your own message matrix.
- 36. Medium
- 37. MediumHow are you going to get your message to the people who care?
- 38. What are these people looking for?
- 39. What are they interested in?
- 40. What do they read, watch, or listen to?
- 41. Can they be approached by a sales person?
- 42. Can they be mailed, emailed, called?
- 43. Do they meet online or offline?The Brand Touch-Point Wheel
- 45. MediumAction Item: Pick the best mediums to deliver your message for each segment (write down)Online – SEO, SEM, Email Campaigns, etc…
- 46. Offline – Direct Mail, Sales Person, Magazine, Newspaper, Radio, Telesales, Tradeshows, Events, etc…Sales PathHow do you sell your service/ product?
- 47. What does the customer need to see to be convinced?
- 48. What are the steps in the sales process?Customer Buying Pipeline
- 49. 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.
- 50. Content Paths
- 51. Content PathsAction Items:OnlineMake sure your website has a page on each unique piece of information identified in the sales path for each segment.
- 52. 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
- 53. ActionAction Items:For each segment determine what you want them to do.
- 54. Make sure you have a call to action on every page.
- 55. 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
- 57. Measure activity in online and offline marketing tactics
- 58. Tie marketing back to the business!
- 59. You cannot manage that which you do not measureAnalyticsAction Items:Install Google Analyticswww.google.com/analytics
- 60. Setup Goals tomeasureyour online and offline marketing efforts
- 61. Review your results monthly and adjust your strategy based on those resultsAnalytics
- 62. 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
- 63. Outreach/ Traffic DriversOutreach/ Traffic DriversSearch EnginesWord of Mouth/ViralTraditional MarketingSocial / Business NetworksNews/Blogs Web ContentEmail RSSGoogle, Yahoo, MSN – over 95% of searches
- 64. Represents people looking for what you do
- 66. Most trusted listings (70%-80% of clicks)
- 67. Lowest cost and highest return
- 68. Search Engine Marketing- Pay Per ClickOutreach/ Traffic DriversOutreach/ Traffic DriversWord of Mouth/ViralTraditional MarketingSocial / Business NetworksSearch EnginesEmail RSSNews/Blogs Web ContentOnline content outside your website
- 69. News sites and industry publications
- 71. Product and service reviews
- 72. Online communities & forumsOutreach/ Traffic DriversOutreach/ Traffic DriversTraditional MarketingSocial / Business NetworksWord of Mouth/ViralSearch EnginesNews/Blogs Web ContentEmail RSSWeb enables fast spreading of the word
- 73. Create compelling content, offers, and functionality worthy of spreading
- 74. Support viral marketing through website
- 75. Email a friend
- 76. Integration with “Buzz” services (Digg, Buzz, etc…)Outreach/ Traffic DriversOutreach/ Traffic DriversSocial / Business NetworksSearch EnginesTraditional MarketingWord of Mouth/ViralNews/Blogs Web ContentEmail RSSRadio, TV, Print, Direct Mail, Yellow Pages, Newspaper, Outdoor, etc…
- 77. Shorten message & send to website
- 78. Integrate performance tracking metrics
- 79. Unique website tracking URLs
- 80. Tracking phone numbersOutreach/ Traffic DriversOutreach/ Traffic DriversWord of Mouth/ViralTraditional MarketingSocial / Business NetworksSearch EnginesNews/Blogs Web ContentEmail RSSPush Marketing
- 81. Get your message in front of clients/prospects quickly & cost effectively
- 82. Create segmented lists with personalized messages and content
- 83. Track delivery, open, and click thru
- 84. Cross sell, up sell, & top of mind awarenessOutreach/ Traffic DriversOutreach/ Traffic DriversSearch EnginesWord of Mouth/ViralTraditional MarketingSocial / Business NetworksNews/Blogs Web ContentEmail RSSAccess large networks of people based on geography, industry, & interests
- 85. YouTube, Flickr, Facebook, Twitter, Friend Feed, LinkedIn
- 86. Position your business and key people as experts in your fieldWhere is the Intent?tvdm (direct mail)radionewspaperprint (brochures/ads)email marketingsocialSEOsearch marketingTradeshowssponsorships
- 87. Public WebsiteBrand Image / GraphicsBrand Message / ContentApps and CMSWeb Application FrameworkPublic WebsiteWebsite design, movement, content layout
- 88. Establishes your image online
- 89. Builds credibility and professionalism
- 90. First impression critical to conversion
- 91. Public WebsiteBrand Image / GraphicsBrand Message / ContentApps and CMSWeb Application FrameworkPublic WebsiteTell your story in powerful way
- 92. Visible copy critical to search engine visibility strategy
- 93. Use of various formats: HTML, photos, documents, video and more
- 94. Public WebsiteBrand Image / GraphicsBrand Message / ContentApps and CMSWeb Application FrameworkPublic WebsiteTools to manage website content built for ease of use and efficiency
- 95. Search Engine Optimization tools
- 96. Powerful business applications for online functionality Public WebsiteBrand Image / GraphicsBrand Message / ContentApps and CMSWeb Application FrameworkPublic WebsiteSoftware that powers the website
- 97. Built in security, user management, analytics, personalization, and SEO
- 98. Modular architecture for flexibility, growth, integration, and upgradeabilityStrategy ManagementStrategy ManagementAnalytic ToolsLead ManagementRequest ProcessingSite Content Management Tools
- 99. Strategy ManagementStrategy ManagementLead ManagementRequest ProcessingAnalytic ToolsSite Content Management Tools
- 100. Strategy ManagementStrategy ManagementRequest ProcessingSite Content Management ToolsAnalytic ToolsLead Management
- 101. Strategy ManagementStrategy ManagementContact UsName*Email *Phone *Comments *SendResetSite Content Management ToolsAnalytic ToolsLead ManagementRequest Processing
- 102. 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
- 103. Rules to live byYour website is never, ever doneIf you can’t update it, get one you canYour homepage is not the only page on your siteBe the expert. Claim what you know.Make them care. Talk to them about the benefits, not the features of your product or service. You care about you, they don’t care about you, they care about them.
- 104. Questions?
Editor's Notes
- #3: Tiffany
- #4: Matt
- #5: Matt
- #6: Matt
- #7: Matt
- #8: Matt
- #9: Matt
- #10: Matt
- #11: Matt
- #12: Matt
- #13: Matt
- #14: Matt
- #15: Matt
- #16: Matt
- #17: Matt
- #18: Matt
- #19: TiffanyYour stage in the growth lifecycle will determine what your web strategy is – it changes as you evolved and grow (local, national)
- #20: Tiffany
- #21: 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
- #39: Matt takes over here