Welcome to the Core Online Marketing Executive Online Marketing Seminar

What is Online Marketing?

Nearly two-thirds of consumers (61%) use search engines to help them in

their product research decisions leading up to purchase.(source: eConsultancy)

93% of B2B buyers using search to begin the buying process and 37%

posting questions on social networking sites when looking for

suggestions…. (source: Marketo)

The Buying Process is Fundamentally Changing

The ROI of Online Marketing is Your Business Will Still Exist in 5 Years

What is Online Marketing?

Using appropriate, available tools and

offering relevant content

to engage in value based conversations

with communities of interest (prospects,

customers, influencers, evangelists…)

What is Online Marketing?

TV Ads Print Ads Direct Mail Referrals NetworkingRadio Ads

What is Online Marketing?

Investigate DecisionSearch

Post SalesGet Found Educate/Nurture Convert

Service/Support

Proceed Strategically

Educate/Nurture Convert

Post SalesGet Found

SEARCH ENGINE OPTIMIZATION/

ONLINE ADVERTISING

SOCIAL MEDIA

ANALYTICSMARKETING

AUTOMATION

CONTENT

The Fundamentals

The Fundamentals/Content

With Online Marketing….

CONTENT IS KING“When content became king, marketers became publishers. We shifted our focus from traditional outbound strategies to delivering the kind of content that drives successful inbound campaigns.

Instead of going out and hunting prospects, we had to learn how to lure them to our doorstep. High quality content, delivered consistently and through a variety of channels proved to be the best way to accomplish that goal.”

Anne Handley, MarketingProfs

RELEVANCE….Develop fresh, compelling content for search engines and searchers

AUTHORITY….Establish your online visibility and credibility with communities of interest

CONTENT: PRIMARY OBJECTIVES

The Fundamentals/Content

The Fundamentals/Get Found

On-Page Search Engine Optimization (SEO)

Off-Page Search Engine Optimization (SEO)

Search Engine Marketing (SEM)

JOB 1!

Why Search Engine Optimization is SO IMPORTANT

37% CTR

12% CTR

10% CTR

8% CTR

6% CTR

The Fundamentals/Get Found

ON-PAGE SEO Is your WEBSITE RELEVANT to what your prospects are searching for?

The Fundamentals/Get Found

OFF-PAGE SEODoes your online community view you as an AUTHORITY?

The Fundamentals/Get Found

LINK BUILDING

“Since the late 1990's search engines have used links as votes - representing the democracy of the web's opinion about what pages are important and popular…”

“Links aren't everything in SEO, but search professionals attribute a large portion of the engines' algorithms to link-based factors…”

“…growing the link profile of a website is critical to gaining traction, attention and traffic from the engines…link building is among the top tasks required for search ranking and traffic success…”

Source: SEOmoz

The Fundamentals/Get Found

The Fundamentals/Get Found

ONLINE ADVERTISING: PART OF THE MIX

The Fundamentals/Social Media

IS SOCIAL MEDIA NECESSARY?

The Fundamentals/Social Media

• Brand Building

• Inbound Lead Generation

• Customer Service/Retention

• Expanding Reach/Amplify Your Message

• Connecting with Influencers/Creating Online Authority

• Research

• Referrals/Recommendations/Credibility

BUSINESS BENEFITS

The Fundamentals/Social Media

Marketing Automation

The Fundamentals/Marketing Automation

50% of leads are qualified but not yet ready to buy; Gleanster Research

80% of prospects deemed “bad leads” by sales teams go on to buy within 24 months; SiriusDecisions

85% of tech buyers said they need to encounter at least three pieces ofcontent before engaging with a solution provider; Knowledge Storm/Marketing Sherpa

Companies that excel at lead nurturing generate 50% more sales-readyleads at 33% lower cost per lead; Forrester Research

DEVELOPING VALUE BASED RELATIONSHIPS:THE CASE FOR LEAD NURTURING

The Fundamentals/Marketing Automation

Use Online Marketing

Mechanisms To Develop

a Permission Based (Opt-In)

Dialogue

The Fundamentals/Marketing Automation

What do you want me to do next?

GETTING TO “YES”

The Fundamentals/Marketing Automation

CALLS TO ACTION/OFFERSLow-risk, easy to take actions that engage and guide prospects through the next step in the process…

The Fundamentals/Marketing Automation

The Fundamentals/Marketing Automation

Retention

Incremental Revenue

LEVERAGING YOUR MOST VALUABLE ASSET

The Fundamentals/Marketing Automation

The Fundamentals/Marketing Automation

The Fundamentals/Marketing Automation

E-commerce

Email Distribution

MARKETING AUTOMATION

Workflow

Social Media Integration

CRM

Landing Pages

Lead Scoring

Analytics

E-commerce

Email Distribution

The Fundamentals/Marketing Automation

ANALYTICSYou must constantly analyze and optimize… Identify Key Metrics Implement Analytics (e.g. Google Analytics) Monitor and Refine

The Fundamentals/Analytics

1. YOU NEED A PLAN

2. YOU MUST ALLOCATE RESOURCES

THE WAY FORWARD……

The Way Forward

RECOMMENDATIONS

EXECUTION PLAN

ONLINE MARKETING

PLAN

SITUATION ANALYSIS

The Way Forward

Summary

You must be in this game

There are a lot of moving parts

Don’t get overwhelmed

1+1=3

It’s a Journey

Approach it strategically

CONTENT IS KING!

End to End Business Development Process

Build a Roadmap - You can’t do it all at once

You need to work on this every day

Allocate resources and EXECUTE!