1. Changes in Purchasing Behaviors

2. Market ing Needs to Ad apt

3. The Current State of Evolut ion

4. How to Plan for Improvement

5. How to (Select and) Use Onl ineMarket ing (who, what, how) usingAIDA

6. Budget ing

7. Report ing ROI

Changes in PurchasingBehavior

Changes in Purchasing BehaviorChanges in Purchasing Behavior

Marketing Needs to Adapt

It’s Not a Marketing Revolution, It’s an Evolution

The Current State of Evolution• Get Found by Qualified

Prospects– Search Engines– Blogs– Social Media

• Convert Prospects toCustomers– Landing Pages– Email Nurturing– Lead Intelligence– Marketing Analytics

Plan HOW they’ll take actionwith you.

• AIDA:• Attention= Know how to get found. (keywords)• Interest= Get found.Be where they are looking (SEO, PPC, Social, Blogs)• Desire= Prospect clicks• Action= Build Confidence (Landing Pages)

Oh my.

Attention starts here.Where are you in the Search Engines?Google, Yahoo, Bing, Ask

Search Term Monthly Searches Can you findOUR-COMPANY?

Term 1 [input volume] [input yes or no]Term 2 [input volume] [input yes or no]Term 3 [input volume] [input yes or no]Term 4 [input volume] [input yes or no]Term 5 [input volume] [input yes or no]

Attention starts here.Social media is happening. With or without you.

Attention starts here.

It’s not a 4 letter word. It’s 6.

Wikipedia.org says:“Web Analytics is the measurement

of the behavior of visitors to awebsite. In a commercial context,it refers to the measurement ofwhich aspects the website worktowards the business objectives.”

How to determine if you are getting theright traffic coming to your site.

How to optimize your site to capitalize onthe right traffic.

BusinessGoal

SuccessEvent

KPI

Increaseonline leads

CompletedRFP or RFIform

FormConversionRatePageBounceRate