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Alan Gross, President, CSM
Alan Gross is president of GSM Marketing, a marketing partner to TPAs,
recordkeepers, and other service providers in the retirement space since 2009. GSM
helps clients establish stronger brand identity, tell better stories and answer “Why Us”
on everything from their websites to expert content delivered through video,
whitepapers, webinars, and events.
Prior to starting GSM, Alan worked for 16 years with SunGard’s Relius and Omni
solutions for recordkeeping, administration, and government reporting. He led software
training groups and later, marketing teams for these leading brands. Before joining
SunGard, Alan held licenses as a securities and options principal for a stock brokerage
firm. More at www.gsm.marketing
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Transform Your Website Into An Active
Marketing Machine
Alan Gross, GSM Marketing
© 2016 GSM Marketing LLC
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GSM www.gsm.marketing
Our path today
• Making your website work
• Your website strategy
• The purpose(s) of your website
• Clear and compelling messages
• Cost effective ways to engage
• Showing up
• Gaining insight about who’s visiting
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GSM www.gsm.marketing
Making your website work
It means to evolve from a
passive due diligence site to
an active site that supports
business growth.
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GSM www.gsm.marketing
Your website strategy - why it matters
It’s the most visible
component of your
marketing strategy
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GSM www.gsm.marketing
Website Usability Matters
• Desktop and mobile experience
• Responsive design
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GSM www.gsm.marketing
What makes a website super mobile friendly?
Mobile friendly
websites are designed to
accommodate the
screen sizes and
simplified navigation of
mobile users.
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GSM www.gsm.marketing
Consider these stats
25% of Americans
only use mobile
devices to access
the Internet.
Source: GoMoNews.com
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GSM www.gsm.marketing
Consider these stats
In 2013, mobile
phones overtook PCs
as the most common
web access devices
worldwide. Source: Gartner.com
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GSM www.gsm.marketing
Consider these stats
81% of smartphone
users have done
product research
from a smartphone. Source: Morgan Stanley
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GSM www.gsm.marketing
Consider these stats
No single screen size
has more than 20% of
the market share.
Source: Mobify Research and Development
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GSM www.gsm.marketing
Consider these stats
90% of people move
between devices to
accomplish a goal;
smart phones, PCs,
tablets or TVs.
Source: Google
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GSM www.gsm.marketing
So makes a website mobile friendly?
• Content dynamically realigns based on the screen size
of the user's device to retain its readability and
organization.
• Content may be hidden due to bandwidth requirements
or display properties so that mobile users will have a fast
and enjoyable web browsing experience.
• Navigation anticipates swiping or gesturing rather
than using a mouse and a traditional menu.
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GSM www.gsm.marketing
The purpose of your website
• Due diligence
• Resource
• Supporting partners
• Supporting lead generation
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GSM www.gsm.marketing
Clear and compelling messages
• WHY US
– Why you are the expert partner to many
– How you help clients reach their goals
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GSM www.gsm.marketing
Gaining insight about who’s visiting
• Identifying visitors (not just hits)
• Intel about how visitors use your site
• Personalizing communication
• Supporting lead gen
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GSM www.gsm.marketing
Wouldn’t it be helpful to know
• Who is coming?
• How often?
• Why?
• How do you engage them?
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GSM www.gsm.marketing
Your marketing team
• Professional website design, build and hosting on fully
responsive, mobile-friendly themes.
• Fully integrated marketing automation programs with
content development, email and social promotion to drive
engagement and support lead gen.