In this presentation, you will learn the components critical to an integrated web and online marketing strategy.

1. NETCENTERED MARKETINGleveraging your website for results

2. 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.

3. NetCentered Marketing Overview

4. Net Centered Marketing Overview

5. Net Centered Marketing Overview

6. Why the web is so important It’s where your customers and prospects are:

7. Why the web is so important It’s where the people are:

8. 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

9. 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…

10. Why the web is so important It’s Measurable

11. Why Plan? "If You Don't Know Where You're Going, Any Road Will Get You There“ ~Lewis Carroll

12. Where to begin

13. 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

15. Market Size/Demand

16. Search Volume

17. Competition

19. Identify objectives for your online presence

22. Where can you find them?

23. Helps you figure out your market potential and growth potential

27. Message Develop your value proposition for each audience segment

28. 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

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

30. Medium

32. What are these people looking for?

33. What are they interested in?

34. What do they read, watch, or listen to?

35. Can they be approached by a sales person?

36. Can they be mailed, emailed, called?

41. What does the customer need to see to be convinced?

43. 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.

44. Content Paths

48. Make sure you have a call to action on every page.

51. Measure activity in online and offline marketing tactics

52. Tie marketing back to the business!

54. Setup Goals to measure your online and offline marketing efforts

56. NetCentered Strategy Outreach/ Traffic Drivers NetCentered Strategy Search Engines Word of Mouth/Viral Traditional Marketing Social / Business Networks News/Blogs Web Content Email RSS Public Website Brand Image / Graphics Brand Message / Content Apps and CMS Web Application Framework Strategy Management Site Content Management Tools Analytic Tools Lead Management Request Processing

58. Represents people looking for what you do

59. Organic Search Results

60. Most trusted listings (70%-80% of clicks)

61. Lowest cost and highest return

63. News sites and industry publications

64. Blogs and directories

65. Product and service reviews

67. Create compelling content, offers, and functionality worthy of spreading

68. Support viral marketing through website

69. Email a friend

71. Shorten message & send to website

72. Integrate performance tracking metrics

73. Unique website tracking URLs

75. Get your message in front of clients/prospects quickly & cost effectively

76. Create segmented lists with personalized messages and content

77. Track delivery, open, and click thru

79. YouTube, Flickr, Facebook, Twitter, Friend Feed, LinkedIn

82. Establishes your image online

83. Builds credibility and professionalism

85. Visible copy critical to search engine visibility strategy

87. Search Engine Optimization tools

89. Built in security, user management, analytics, personalization, and SEO

90. Modular architecture for flexibility, growth, integration, and upgradeability

91. Open Source v. Commercial Options

93. Strategy Management Strategy Management Lead Management Request Processing Analytic Tools Site Content Management Tools

94. Strategy Management Strategy Management Request Processing Site Content Management Tools Analytic Tools Lead Management

95. Strategy Management Strategy Management Contact Us Name* Email * Phone * Comments * Send Reset Site Content Management Tools Analytic Tools Lead Management Request Processing

96. NetCentered Strategy Outreach/ Traffic Drivers NetCentered Strategy Search Engines Word of Mouth/Viral Traditional Marketing Social / Business Networks News/Blogs Web Content Email RSS Public Website Brand Image / Graphics Brand Message / Content Apps and CMS Web Application Framework Strategy Management Site Content Management Tools Analytic Tools Lead Management Request Processing

97. 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.

98. Questions?