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Creating an Effective NetCentered Marketing Strategy

Matt Nickols, CEO

About Cirrus ABS

Matthew Nickols, Founder and CEO

• Over 15 years experience in entrepreneurship & online marketing

• Founder of Cirrus ABS and the Cirrus eBusiness Suite platform concept

• Recognized as a member of the inaugural group of Future 40 award winners recognizing Northeast Indiana’s most accomplished professionals under the age of 40

About Cirrus ABS

• Over 15 Years Experience in Online Marketing and Website Development

• Hybrid company that offers the best of marketing and technology firms

• 30 employees

• Full staff of technical & creative personnel

• Client ranging from Fortune 500 to small local businesses

About Cirrus ABS

• Creators of the Cirrus eBusiness Suite website and online marketing platform

• Winner of the Fort Wayne Business Weekly Professional Services Innovation of the Year

• Multiple Ad Federation Awards for Digital Design

• Consistent track record of business results for clients

NetCentered Marketing Overview

NetCentered Marketing Overview

NetCentered Marketing Overview

NetCentered Marketing Overview

Why the Web?

Marketing has officially gone digital.

Why the Web?

It is where the people are.

Why the Web?

97%!

97% of consumers go online to

research products and services locally.Source: BIA/Kelsey and ConStat Study

Why the Web?

It is where the people are.

Why the Web?

96% of people never make it to the

second page of search resultsSource: Chitika Insights Study

Why the Web?

UPDATE: Now over 150 million FaceBook and 30

million Twitter users in USA

Why the Web?

It is where the people are.

PC time now surpasses TV time with 71% of respondents using

the Internet more than 2 hours per day vs. just 48%

spending equivalent time watching TV

~ recent IBM study

Why the Web?

It is more cost effective.

• Distribution of messageless about money, more about effort

• Updating of messageprinting and postage costs eliminated

• Measurement of successknow what works and eliminate waste

Why the Web?

It is interactive.

• Human/Social InteractionMore timely & reliable information, real time interactions.

• Various Forms of MediaVideo, audio, interactive graphics, documents, etc… all available instantly

• Business Processes Functionalityi.e. online banking, account creation, purchases, etc…

Why the Web?

It is measureable.

You Need a Plan

"If You Don't Know Where You're Going, Any Road Will Get You There“

~Lewis Carroll

“The Science of Online Marketing”

The NetCentered Process

The NetCentered Marketing Plan

Target Demographic

Profitability / Opportunity Analysis

Identifying the Right Products/Services based on:

• Profitability

• The market opportunity• Market Size/Demand• Search Volume• Competition• Market Conditions

Profitability / Opportunity Analysis

Action Items:

• Rate your products / services by profitability

• Rate your products / services by opportunity

• Pick the top 4 to 6 with the best combination

Target Demographic

Target Demographic

Action Items:

• Find out as much as you can about the people that need your selected products/services

• Write down at least one segment for each of your selected 4 to 6.• Create an ideal customer profile for each

Message

Message

Action Items:

• Write down your value proposition for each segment

Medium

Medium

• How are you going to get the pitch to the people?• What are these people looking for?• What are they interested in?• What do they read, watch, or listen too?• Can they be approached by a sales person?• Can they be mailed, emailed, called?• Do they meet online or offline in any form?

Where’s the intent?

Medium

Action Items:

• Choose the best mediums to deliver your message to each segment• Online – SEO, SEM, Email Campaigns, etc…• Offline – Direct Mail, Sales Person, Magazine,

Newspaper, Radio, Telesales, Tradeshows, Events, etc…

Sales Path

Sales Path

• How do you sell this stuff?• What does the customer need to see to be

convinced?• What are the steps in the sales process?

Sales Path

Action Items:

• For each segment write down each unique piece of information a customer needs to see to make a decision and take action.

Content Paths

Content Paths

Action Items:

• Online• Make sure your website has a page on each unique

piece of information identified in the sales path for each segment.

• Make sure that someone from that segment can clearly navigate to the content they need.

• Offline• Make sure that there are supporting landing pages for

offline marketing efforts to be driven to.

Action

Action

Action Items:

• For each segment write down the action you want site users to take.

• Make sure you have a call to action in each content area that is part of a sales path.• Examples: Buy online, come to your store, call you,

meet you, engage in live chat, download a whitepaper, etc…

Analytics

Analytics

Action Items:

• Install Google Analytics. • Setup Goals to track your online and offline

marketing efforts.• Review your results monthly and change your

strategy based on those results.

Analytics

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Public

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Managem

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Search Engines

Word of Mouth/Viral

Traditional Marketing

News/Blogs Web

Content

Email RSS

Social / Business Networks

Brand Image / Graphics

Brand Message / Content

Apps and CMS

Web Application Framework

Site Content

Management Tools

Analytic Tools

Lead Manageme

nt

Request Processing

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NetCentered Strategy

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• Google, Yahoo, Bing– over 95% of searches

• Represents people looking for what you do

• Organic Search Results• Most trusted listings (70%-80% of clicks)• Lowest cost and highest return• Search Engine Marketing- Pay Per Click

Search Engines

Word of Mouth/Viral

Traditional Marketing

News/Blogs Web

Content

Email RSS

Social / Business Networks

Outreach/Traffic Drivers

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• Online content outside your website• News sites and industry publications• Blogs and directories• Product and service reviews• Online communities & forums

Word of Mouth/Viral

Traditional Marketing

Email RSS

Social / Business Networks

Outreach/Traffic Drivers

News/Blogs Web

Content

Search Engines

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• Web enables fast spreading of the word• Create compelling content, offers, and

functionality worthy of spreading• Support viral marketing through website

• Email a friend• Integration with “Buzz” services (Digg, Buzz,

etc…)

Traditional Marketing

News/Blogs Web

Content

Email RSS

Social / Business Networks

Outreach/Traffic DriversWord of

Mouth/Viral

Search Engines

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• Radio, TV, Print, Direct Mail, Yellow Pages, Newspaper, Outdoor, etc…• Shorten message & send to website

• Integrate performance tracking metrics• Unique website tracking URLs• Tracking phone numbers

News/Blogs Web

Content

Email RSS

Social / Business Networks

Outreach/Traffic DriversSearch Engines

Traditional Marketing

Word of Mouth/Viral

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• Push Marketing• Get your message in front of

clients/prospects quickly & cost effectively• Create segmented lists with personalized

messages and content• Track delivery, open, and click thru• Cross sell, up sell, & top of mind awareness

Word of Mouth/Viral

Traditional Marketing

Social / Business Networks

Outreach/Traffic DriversSearch Engines

News/Blogs Web

Content

Email RSS

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• Access large networks of people based on geography, industry, & interests

• YouTube, Flickr, Facebook, Twitter, Friend Feed, LinkedIn

• Position your business and key people as experts in your field

News/Blogs Web

Content

Email RSS

Outreach/Traffic DriversSearch Engines

Word of Mouth/Viral

Traditional Marketing

Social / Business Networks

Public Website

Brand Image / Graphics

Brand Message / Content

Apps and CMS

Web Application Framework

Public

Websi

te

• Website design, flash, content layout• Establishes your image online• Builds credibility and professionalism• First impression critical to conversion

Public Website

Apps and CMS

Web Application Framework

Public

Websi

te

• Tell your story in powerful way• Visible copy critical to search engine

visibility strategy• Use of various formats: HTML, photos,

documents, video and more

Brand Image / Graphics

Brand Message / Content

Public Website

Web Application Framework

Public

Websi

te

• Tools to manage website content built for ease of use and efficiency

• Search Engine Optimization tools• Powerful business applications for online

functionality

Brand Image / Graphics

Brand Message / Content

Apps and CMS

Public WebsitePublic

Websi

te

• Software that powers the website• Built in security, user management,

analytics, personalization, and SEO• Modular architecture for flexibility,

growth, integration, and upgradeability

Brand Image / Graphics

Brand Message / Content

Apps and CMS

Web Application Framework

Strategy ManagementStr

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Analytic Tools

Lead Manageme

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Request Processing

Site Content

Management Tools

Strategy ManagementStr

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Lead Manageme

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Request Processing

Analytic Tools

Site Content

Management Tools

Strategy ManagementStr

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anagem

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Request Processing

Site Content

Management Tools

Analytic Tools

Lead Managem

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Strategy ManagementStr

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Site Content

Management Tools

Analytic Tools

Lead Manageme

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Request Processi

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Send Reset

Name*

Email *

Phone *

Comments *

Contact Us

Outr

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Public

W

ebsi

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Str

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Managem

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Search Engines

Word of Mouth/Viral

Traditional Marketing

News/Blogs Web

Content

Email RSS

Social / Business Networks

Brand Image / Graphics

Brand Message / Content

Apps and CMS

Web Application Framework

Site Content

Management Tools

Analytic Tools

Lead Manageme

nt

Request Processing

NetC

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NetCentered Strategy

Questions?