Powered by Cirrus ABS and Element Three

NETCENTERED MARKETINGLEVERAGING YOUR WEBSITE FOR RESULTS

June 9, 2010

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

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

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.

NETCENTERED MARKETING OVERVIEW

NET CENTERED MARKETING OVERVIEW

NET CENTERED MARKETING OVERVIEW

WHY THE WEB IS SO IMPORTANT

It’s where your customers and prospects are:

WHY THE WEB IS SO IMPORTANT

It’s where the people are:

WHY THE WEB IS SO IMPORTANT

WHERE THE PEOPLE ARE

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

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…

WHY THE WEB IS SO IMPORTANT

It’s Measurable

WHY PLAN?

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

~Lewis Carroll

WHERE TO BEGIN

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

PROFITABILITY / OPPORTUNITY ANALYSIS

Identify areas of highest opportunity:

• Profitability• Market Size/Demand• Search Volume• Competition• Market Conditions

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

NETCENTERED PROCESS

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

EXAMPLE AUDIENCE DOSSIER

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

MESSAGE

MESSAGEDevelop your value proposition for each audience segment

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

MESSAGE

Action Item: Define your value proposition for each segment. Create your own message matrix.

MEDIUM

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?

THE BRAND TOUCH-POINT WHEEL

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…

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?

CUSTOMER BUYING PIPELINE

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.

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 landing pages to serve

as a call-to-action for offline marketing efforts.

ACTION

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…

ANALYTICS

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

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

ANALYTICS

Outr

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Public

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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 Managemen

t Tools

Analytic Tools

Lead Manageme

nt

Request Processing

NetC

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NETCENTERED STRATEGY

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• 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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• 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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• 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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• 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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• 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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• 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

tv dm (direct mail) radio newspaper print (brochures/ads) email marketing social SEO search marketing Tradeshows sponsorships

WHERE IS THE INTENT?

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

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 WEBSITE

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

Str

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anagem

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Analytic Tools

Lead Manageme

nt

Request Processing

Site Content Managemen

t Tools

STRATEGY MANAGEMENT

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Lead Manageme

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Request Processing

Analytic Tools

Site Content

Management Tools

STRATEGY MANAGEMENT

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Request Processing

Site Content

Management Tools

Analytic Tools

Lead Management

STRATEGY MANAGEMENT

Str

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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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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

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NETCENTERED STRATEGY

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.

QUESTIONS?