from website to web presence: building the roadmap for your business
DESCRIPTION
A strong web presence creates a strong lead generation tool for your business. Your potential customers are looking online for solutions to business problems. You want to connect with them and grow your business. This guide will help map the tactics and tools you require to build an online strategy for your business that helps you attract new customers and nurture existing relationships.TRANSCRIPT
Website to Web Presence:
Developing
Your RoadMap
marketingcopilot.comStrategy & Execution Simplified.
p2 Your Web Presence Roadmap©2010 MarketingCopilot Inc. All rights reserved.
Develop an online strategy (web presence) to drive new
customers to your business and nurture existing relationships.
YOUR OBJECTIVE
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THREE “EASY” STEPS…VIRTUALMARKETINGMANAGER
VIRTUALMARKETINGMANAGER
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VirtualMarketingManager
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VIRTUALMARKETINGMANAGER
Identify the right message
Create your online strategy
Deliver your message to the marketplace via a series of monthly online tactics that can be measured and tracked to show your progress and ROI.
p4 Your Web Presence Roadmap©2010 MarketingCopilot Inc. All rights reserved.
Why should I buy from you?• A value proposition is the primary
reason why a prospect should buy from you. It is not a statement of what your business does, the market you serve or how you do your business. It is a statement of what you do for your customer that makes you unique.
• A value proposition is not usually determined: it is discovered. It grows out of the need of your customers.
• You must differentiate your offer from the competition.
• You may match a competitor on every dimension of value except one. In at least one you must excel.
• In this way you become the best choice for your optimum customer.
Tool you can use: http://www.marketingcopilot.com/process/clear-value-proposition/value-proposition-workshops/
VALUE PROPOSITION
Enter Your VP Here
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• There are two skills necessary to leverage the power of a value proposition for all of your marketing activities.
• You need to be able to identify the business problem you solve – from the perspective of your customer.
• You need to be able to express it in themes and ideas that your customer care about.
BUSINESS PROBLEM YOU SOLVE
Enter Problems Here
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• List your top scoring customers based on: ease of delivery, profitability, referability, minus the cost of sale
• For each customer list the main attributes of the client that are relevant to your business:
• What kind of person or company?
• Where are they located?
• How many employees?
• Type of organizational structure?
IDEAL PROSPECT
Prospect Profile
Tool you can use: http://www.marketingcopilot.com/process/clear-value-proposition/customer-scorecard/
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• List the issues that triggered their search that found you.
• Now list what they expect to accomplish in buying from you.
• Circle the client attributes, triggers and visions for buying from you that are common to multiple customers.
IDEAL PROSPECT
Prospect Attributes, Triggers and Vision
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MARKETING FUNNEL
Tell people you exist
Tell people why it matters
Show people what it means to their biz
Explain why
Tell others
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MARKETING FUNNEL
List Tactics
Example: sales calls, direct mail, email____________________________________
Examples: networking, webinars, ____________________________________
Examples: free trial, demo, consultation____________________________________
Example: case study, white paper, seminar____________________________________
Experience the product or service: ____________________________________
p10 Your Web Presence Roadmap©2010 MarketingCopilot Inc. All rights reserved.
BENCHMARK
How do you generate leads today?
How many do you generate from each source?
How do people connect with you on your website?
What are you doing to track where they come from and what they do on your site?
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Classification Definition Company Review Finding your website and clicking on “About” or
clicking web links to find out about company.
Product Review Looking at specific pages on website, downloading material about product, clicking through from industry specific portals, search specific keywords.
Industry/Problem Specified
Conversation is happening in social media on the problem you solve, people are searching for experts on LinkedIn, tracking search engine ranking and keywords associated with the problem
Company Events Trade shows, webinars, events where industry hangs out or people with same problem gather
Content Dynamic optimized content that gets generated and click-thru’s, opt-in, etc are tracked
Conversion Taking a specific action online that suggests more than just browsing has occurred – download, attending webinar, asking for proposal, adding to shopping cart.
BENCHMARK
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• What pages/web presence tools are customers looking at today? (page popularity, pick up of press releases, etc)
• What is the theme people are connect-ing to that is associated with my Value Proposition? (time spent on product page, keyword popularity, Tweets, etc)
• Has someone opted in to something that can be added to CRM/database as a lead? (downloaded something, filled in a form, joined mailing list)
• What is the source? (Google, social media, referring site, random, known)
• How far into the buying process are they? What do they need to move to the next step? (webinar, ROI document, demo)
MEASURE
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ONLINE ROADMAP
Strategy Tactics
Clear Value Proposition: Why should I buy from you?
Starts the Customer Buying Process Online Website
Creates Differentiation Audience
Prospect & Customer Engagement Content
WordPress Manage Your Content
Constant Contact E-‐mail Marketing
Keyword Strategy
Organic Search Engine Optimization
LinkedIn Twitter
YouTube
Social Media
p14 Your Web Presence Roadmap©2010 MarketingCopilot Inc. All rights reserved.
COUNT EVERYTHING
Offline Tactics• Tradeshows• Conferences• Telemarketing• Networking
Website• Time onsite• New visitors• Branded vs
non-branded keywords
Email• Opens,
opt-in, opt-out
Content• Blog, case study,
press release, postsSearch Engines
• Ranking, competitive keywords, backlinks
Social Media• Facebook• YouTube• LinkedIn• Twitter
Paid Media• Adwords, PPC
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• Track your organic search ranking over time
• Track your social media
• Optimize blogs and press releases with keywords
• Track keyword ideas and benchmark against the competition
• Create backlinks to your website to drive more traffic
• Report in it all every month to show management the ROI
WEB PRESENCE MANAGEMENT
Content• Blog, case study,
press release, posts
p16 Your Web Presence Roadmap©2010 MarketingCopilot Inc. All rights reserved.
RECAP ...VIRTUALMARKETINGMANAGER
VIRTUALMARKETINGMANAGER
+
VirtualMarketingManager
12 3
+
VIRTUALMARKETINGMANAGER
Build the right message
Create your online strategy
Deliver your message to the marketplace via a series of monthly online tactics that can be measured and tracked to show your progress and ROI.
p16 Your Web Presence Roadmapmarketingcopilot
Strategy & Execution Simplified.
TM
• Get your value proposition and ideal target defined at a Value Proposition Workshop: http://www.marketingcopilot.com/process/clear-value-propo-
sition/value-proposition-workshops/
• Put Google Analytics on your website immediately: http://www.google.com/analytics/
• Get your Keyword Work Book here: http://www.gshiftlabs.com/resources/getting-your-keywords-
right/
• Sign up for a free 60 day trial of Constant Contact here: www.constantcontact.com/index.jsp?pn=marketingcopilot
• Build your LinkedIn profile and connect to: http://ca.linkedin.com/in/managedmarketingservices
TOOLS YOU CAN USE...
p18 Your Web Presence Roadmap©2010 MarketingCopilot Inc. All rights reserved.
NOTES
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NOTES
Get new ideas every month at www.marketingcopilot.com
Marie WieseMarketing CoPilot
[email protected]@mariewiese
CONNECT
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