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.
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…
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
28. Think About BenefitsFeaturesSix cylindersFour cup holdersLeather seatsReclining seatsOn-board GPSAirbagsVarietyBenefitsPowerfulStoragePrestigeComfortConvenienceSafetyChoice
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.
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
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
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
62. 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
66. Online communities & forumsOutreach/ Traffic DriversOutreach/ Traffic DriversTraditional MarketingSocial / Business NetworksWord of Mouth/ViralSearch EnginesNews/Blogs Web ContentEmail RSSWeb enables fast spreading of the word
78. 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
84. First impression critical to conversionPublic WebsiteBrand Image / GraphicsBrand Message / ContentApps and CMSWeb Application FrameworkPublic WebsiteTell your story in powerful way
86. Use of various formats: HTML, photos, documents, video and morePublic WebsiteBrand Image / GraphicsBrand Message / ContentApps and CMSWeb Application FrameworkPublic WebsiteTools to manage website content built for ease of use and efficiency
88. Powerful business applications for online functionality Public WebsiteBrand Image / GraphicsBrand Message / ContentApps and CMSWeb Application FrameworkPublic WebsiteSoftware that powers the website
96. 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
97. 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.
Introduce ourselves, give a little about our backgrounds.
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TiffanyYour stage in the growth lifecycle will determine what your web strategy is – it changes as you evolved and grow (local, national)
Tiffany
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