NetCentered Marketing: Leveraging Your Website for Results
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Transcript of NetCentered Marketing: Leveraging Your Website for Results
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Powered by Cirrus ABS and Element Three
NETCENTERED MARKETINGLEVERAGING YOUR WEBSITE FOR RESULTS
June 9, 2010
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ABOUT ELEMENT THREE // TIFFANY SAUDER
Business First Purdue University//
Krannert Purdue Alumnus
magazine Inside Indiana Business
featured executive Accountable, results
oriented brand development, marketing strategy and creative execution
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ABOUT CIRRUS ABS // MATT NICKOLS
15 Years Experience in Online Marketing and Website Development
Hybrid company that offers the best of online marketing and technology
30 employees Full staff of technical &
creative personnel Client ranging from
Fortune 500 to small local businesses
Founder & CEO of Cirrus ABS
Over 15 years experience in entrepreneurship & online marketing
Creator of the Cirrus eBusiness Suite platform concept
Recognized as a Future 40 award winner; one of NE Indiana’s most accomplished professionals under 40
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OBJECTIVES FOR TODAY
Understand the elements critical to having a successful online presence and marketing effort
Learn how to create a strong online brand experience for customers and prospects
Use your website to measure online and offline marketing efforts
Decide if your current online efforts can accomplish the goals you have established
Today it’s about strategy and high-level thinking. Next three sessions will be more detail/ tactically oriented.
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NETCENTERED MARKETING OVERVIEW
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NET CENTERED MARKETING OVERVIEW
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NET CENTERED MARKETING OVERVIEW
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WHY THE WEB IS SO IMPORTANT
It’s where your customers and prospects are:
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WHY THE WEB IS SO IMPORTANT
It’s where the people are:
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WHY THE WEB IS SO IMPORTANT
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WHERE THE PEOPLE ARE
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WHY THE WEB IS SO IMPORTANT
More cost effective Mass distribution of your message
The 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 effort
Easy to update content Reduce printing costs Allows you to be responsive to changing market conditions
Measurement of success Know what works and eliminate waste
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WHY THE WEB IS SO IMPORTANT
It’s Interactive Human/ Social Interaction
More timely & reliable information
Various forms of content Video, audio, interactive graphics, documents, etc
Business process functionality i.e. online banking, account creation, purchases, etc…
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WHY THE WEB IS SO IMPORTANT
It’s Measurable
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WHY PLAN?
"If You Don't Know Where You're Going, Any Road Will Get You There“
~Lewis Carroll
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WHERE TO BEGIN
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WHERE TO BEGIN
Define your objectives
example objectives: 10 leads per month will come from our website as a result
of our online marketing efforts Establish a strong brand online, as validated by a 15%
overall increase in traffic Obtain top five Google search result rankings for top five
industry terms Achieve 500 Facebook fans for your brand page
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PROFITABILITY / OPPORTUNITY ANALYSIS
Identify areas of highest opportunity:
• Profitability• Market Size/Demand• Search Volume• Competition• Market Conditions
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PROFITABILITY / OPPORTUNITY ANALYSIS
Action Items:
• Determine your place in the business growth chart• Identify objectives for your online presence• Rank your products / services by opportunity size
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NETCENTERED PROCESS
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TARGET DEMOGRAPHIC
Do you know who they are?
What are their attributes? Where can you find them? Helps you figure out your market potential and growth
potential Create Audience Dossiers
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EXAMPLE AUDIENCE DOSSIER
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TARGET DEMOGRAPHIC
Action Items: • Write down at least one audience
segment for each of your selected areas of focus.
• Create audience dossiers for your top target demographics
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MESSAGE
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MESSAGEDevelop your value proposition for each audience segment
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THINK ABOUT BENEFITS
Features Six cylinders Four cup holders Leather seats Reclining seats On-board GPS Airbags Variety
Benefits Powerful Storage Prestige Comfort Convenience Safety Choice
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MESSAGE
Action Item: Define your value proposition for each segment. Create your own message matrix.
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MEDIUM
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MEDIUM
• How are you going to get your message to the people who care?
• What are these people looking for?• What are they interested in?• What do they read, watch, or listen to?• Can they be approached by a sales person?• Can they be mailed, emailed, called?• Do they meet online or offline?
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THE BRAND TOUCH-POINT WHEEL
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MEDIUM
Action Item: Pick the best mediums to deliver your message for each segment (write down)• Online – SEO, SEM, Email Campaigns,
etc…• Offline – Direct Mail, Sales Person,
Magazine, Newspaper, Radio, Telesales, Tradeshows, Events, etc…
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SALES PATH
• How do you sell your service/ product?• What does the customer need to see
to be convinced?• What are the steps in the sales
process?
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CUSTOMER BUYING PIPELINE
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SALES PATH
Action Item: For each segment write down information a customer needs to see to move through the buying funnel and become a customer/client.
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CONTENT PATHS
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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 landing pages to serve
as a call-to-action for offline marketing efforts.
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ACTION
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ACTION
Action Items:• For each segment determine what you want
them to do.• Make sure you have a call to action on every
page.• 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…
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ANALYTICS
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ANALYTICS
• Constant improvement• Measure activity in online and offline
marketing tactics• Tie marketing back to the business!• You cannot manage that which you do not
measure
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ANALYTICS
Action Items:• Install Google Analytics www.google.com/
analytics
• Setup Goals to measure your online and offline marketing efforts
• Review your results monthly and adjust your strategy based on those results
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ANALYTICS
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Outr
each
/ Tr
affi
c D
rivers
Public
W
ebsi
te
Str
ate
gy
Managem
ent
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 Managemen
t Tools
Analytic Tools
Lead Manageme
nt
Request Processing
NetC
ente
red
Stra
tegy
NETCENTERED STRATEGY
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Outr
each
/ Tr
affi
c D
rivers
• Google, Yahoo, MSN – 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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Outr
each
/ Tr
affi
c D
rivers
• 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
News/Blogs Web
Content
Search Engines
OUTREACH/ TRAFFIC DRIVERS
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Outr
each
/ Tr
affi
c D
rivers
• 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
Word of Mouth/Vira
l
Search Engines
OUTREACH/ TRAFFIC DRIVERS
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Outr
each
/ Tr
affi
c D
rivers
• 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
Search Engines
Traditional Marketing
Word of Mouth/Viral
OUTREACH/ TRAFFIC DRIVERS
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Outr
each
/ Tr
affi
c D
rivers
• 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
Search Engines
News/Blogs Web
Content
Email RSS
OUTREACH/ TRAFFIC DRIVERS
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Outr
each
/ Tr
affi
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rivers
• 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
Search Engines
Word of Mouth/Viral
Traditional Marketing
Social / Business Networks
OUTREACH/ TRAFFIC DRIVERS
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tv dm (direct mail) radio newspaper print (brochures/ads) email marketing social SEO search marketing Tradeshows sponsorships
WHERE IS THE INTENT?
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Brand Image / Graphics
Brand Message / Content
Apps and CMS
Web Application Framework
Public
Websi
te
• Website design, movement, content layout
• Establishes your image online• Builds credibility and professionalism• First impression critical to conversion
PUBLIC WEBSITE
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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
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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 WEBSITE
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Public
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
PUBLIC WEBSITE
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Str
ate
gy M
anagem
ent
Analytic Tools
Lead Manageme
nt
Request Processing
Site Content Managemen
t Tools
STRATEGY MANAGEMENT
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Str
ate
gy M
anagem
ent
Lead Manageme
nt
Request Processing
Analytic Tools
Site Content
Management Tools
STRATEGY MANAGEMENT
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Str
ate
gy M
anagem
ent
Request Processing
Site Content
Management Tools
Analytic Tools
Lead Management
STRATEGY MANAGEMENT
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Str
ate
gy M
anagem
ent
Site Content
Management Tools
Analytic Tools
Lead Manageme
nt
Request Processing
Send Reset
Name*
Email *
Phone *
Comments *
Contact Us
STRATEGY MANAGEMENT
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Outr
each
/ Tr
affi
c D
rivers
Public
W
ebsi
te
Str
ate
gy
Managem
ent
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
ente
red
Stra
tegy
NETCENTERED STRATEGY
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RULES TO LIVE BY
Your website is never, ever done If you can’t update it, get one you can Your homepage is not the only page on your site Be 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.
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QUESTIONS?