Welcome to the Core Online Marketing Executive Online Marketing Seminar

What is Online Marketing? Nearly two-thirds of consumers (61%) use search engines to help them in their product research decisions leading up to purchase. (source: eConsultancy) 93% of B2B buyers using search to begin the buying process and 37% posting questions on social networking sites when looking for suggestions. (source: Marketo) The Buying Process is Fundamentally Changing

The ROI of Online Marketing is Your Business Will Still Exist in 5 Years What is Online Marketing?

Using appropriate, available tools and offering relevant content to engage in value based conversations with communities of interest (prospects, customers, influencers, evangelists) What is Online Marketing?

TV Ads Print Ads Direct Mail Referrals NetworkingRadio Ads What is Online Marketing?

Investigate DecisionSearch Post SalesGet Found Educate/Nurture Convert Service/Support Proceed Strategically

Educate/Nurture Convert Post SalesGet Found SEARCH ENGINE OPTIMIZATION/ ONLINE ADVERTISING SOCIAL MEDIA ANALYTICS MARKETING AUTOMATION CONTENT The Fundamentals

The Fundamentals/Content With Online Marketing. CONTENT IS KING When content became king, marketers became publishers. We shifted our focus from traditional outbound strategies to delivering the kind of content that drives successful inbound campaigns. Instead of going out and hunting prospects, we had to learn how to lure them to our doorstep. High quality content, delivered consistently and through a variety of channels proved to be the best way to accomplish that goal. Anne Handley, MarketingProfs

RELEVANCE.Develop fresh, compelling content for search engines and searchers AUTHORITY.Establish your online visibility and credibility with communities of interest CONTENT: PRIMARY OBJECTIVES The Fundamentals/Content

The Fundamentals/Get Found On-Page Search Engine Optimization (SEO) Off-Page Search Engine Optimization (SEO) Search Engine Marketing (SEM) JOB 1!

Why Search Engine Optimization is SO IMPORTANT 37% CTR 12% CTR 10% CTR 8% CTR 6% CTR The Fundamentals/Get Found

ON-PAGE SEO Is your WEBSITE RELEVANT to what your prospects are searching for? The Fundamentals/Get Found

OFF-PAGE SEO Does your online community view you as an AUTHORITY? The Fundamentals/Get Found

LINK BUILDING Since the late 1990's search engines have used links as votes - representing the democracy of the web's opinion about what pages are important and popular Links aren't everything in SEO, but search professionals attribute a large portion of the engines' algorithms to link-based factors growing the link profile of a website is critical to gaining traction, attention and traffic from the engineslink building is among the top tasks required for search ranking and traffic success Source: SEOmoz The Fundamentals/Get Found

The Fundamentals/Get Found ONLINE ADVERTISING: PART OF THE MIX

The Fundamentals/Social Media IS SOCIAL MEDIA NECESSARY?

The Fundamentals/Social Media

Brand Building Inbound Lead Generation Customer Service/Retention Expanding Reach/Amplify Your Message Connecting with Influencers/Creating Online Authority Research Referrals/Recommendations/Credibility BUSINESS BENEFITS The Fundamentals/Social Media

The Fundamentals/Marketing Automation

50% of leads are qualified but not yet ready to buy; Gleanster Research 80% of prospects deemed bad leads by sales teams go on to buy within 24 months; SiriusDecisions 85% of tech buyers said they need to encounter at least three pieces of content before engaging with a solution provider; Knowledge Storm/Marketing Sherpa Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost per lead; Forrester Research DEVELOPING VALUE BASED RELATIONSHIPS: THE CASE FOR LEAD NURTURING The Fundamentals/Marketing Automation

Use Online Marketing Mechanisms To Develop a Permission Based (Opt-In) Dialogue The Fundamentals/Marketing Automation

What do you want me to do next? GETTING TO YES The Fundamentals/Marketing Automation

CALLS TO ACTION/OFFERS Low-risk, easy to take actions that engage and guide prospects through the next step in the process The Fundamentals/Marketing Automation

The Fundamentals/Marketing Automation

Retention Incremental Revenue LEVERAGING YOUR MOST VALUABLE ASSET The Fundamentals/Marketing Automation

The Fundamentals/Marketing Automation

The Fundamentals/Marketing Automation

E-commerce Email Distribution MARKETING AUTOMATION Workflow Social Media Integration CRM Landing Pages Lead Scoring Analytics E-commerce Email Distribution The Fundamentals/Marketing Automation

ANALYTICS You must constantly analyze and optimize Identify Key Metrics Implement Analytics (e.g. Google Analytics) Monitor and Refine The Fundamentals/Analytics

1. YOU NEED A PLAN 2. YOU MUST ALLOCATE RESOURCES THE WAY FORWARD The Way Forward

RECOMMENDATIONS EXECUTION PLAN ONLINE MARKETING PLAN SITUATION ANALYSIS The Way Forward

Summary You must be in this game There are a lot of moving parts Dont get overwhelmed 1+1=3 Its a Journey Approach it strategically CONTENT IS KING! End to End Business Development Process Build a Roadmap - You cant do it all at once You need to work on this every day Allocate resources and EXECUTE!