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This session provides a step-by-step overview of online marketing for Homeland Security and Disaster Preparedness Professionals. Session attendees will gain the knowledge, resources and tools necessary to drive results at the highest levels of online marketing. From cost-per-click advertising and site sponsorships to search engine optimization and web design, this session provides a comprehensive overview of the online marketing landscape – both present and future.
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Reaching Emergency Managers and Reaching Emergency Managers and First RespondersFirst Responders
Online Marketing 101:
Praetorian Group, Inc.200 Green St., Ste. 200San Francisco, CA 94111(415) 962-8324
Who’s The Praetorian Group?Who’s The Praetorian Group?
• Online marketing solutions for public safety companies
• Network of more than 15 Web sites
• 10 years in the first responder market
Mission: To provide resources and cutting edge information that help first responders stay safer, become better informed and more effectively protect their communities.
Our Network and Homeland1.com Our Network and Homeland1.com • 1.7 millions unique network visits per month
• More than 400,000 registered members
• Online video community sites: BLUtube.com, FlashoverTV.com and ParamedicTV.com
• More than 50 industry expert columnists
Emergency Managers and First Emergency Managers and First Responders : Moving OnlineResponders : Moving Online
Will it Blend?Will it Blend?
More People Online than EverMore People Online than Ever• People are online
• 71.4 %of the U.S. population is now online• 126 % growth since 2000
• Researching and buying product?• More than 50% of U.S. consumers have bought a product
online• 60% of U.S. consumers use the Internet to do product
research
• More and more companies are online• $140 billion spent online in 2007
Your Customers are Moving OnlineYour Customers are Moving Online• Estimated 72% of first
responders are online
• Public safety market Web sites receive an estimated 2.75 million unique visitors per month
• Looking for technically specified products, current events, mission critical information
Pre-existing media channels unable to deliver depth,
interactivity or timeliness
What First Responders are Doing Online:What First Responders are Doing Online:
• Share Information/Best Practices
• Networking
Community Interaction
• Product specifications/ advice
• Find Manufacturers/ Distributors
Product ResearchTraining/ Research
Stay Informed
• News/latest industry events• Video• Analysis of current events
• Tips, training materials lesson plans
• Research topics/issues
Seizing the Online Opportunity:Seizing the Online Opportunity:
A step by step guide to match your marketing objectives with online
solutions
Step 1: Step 1: Identify Your Marketing ObjectivesIdentify Your Marketing Objectives
• Brand Building• Thought Leadership• Interacting with Your Customers• Driving Traffic, Leads or Sales• Launching/Differentiating Your Products• Gathering Market Research• Educating the Market
Step 2: Step 2: What You Can Do on Your OwnWhat You Can Do on Your Own
• Search Engine Optimization (SEO)• Write Press Releases and Contribute Articles• Create your own Newsletter• Purchase Cost per Click ads
Search Engine Optimization (SEO):Search Engine Optimization (SEO):
• Search engine optimization (SEO) simply refers to taking steps to make sure your site appears high in non-paid search results on Google, Yahoo and MSN
Objectives Addressed Driving Traffic, Sales or Leads
SEO FrameworkSEO Framework
Page Structure External Linking
UnderlyingTechnology
Content
Top 5 SEO TipsTop 5 SEO Tips1. Browser Titles Matter: “Homeland1” vs. “Homeland Products”
2. Use keywords in your URLs – www.Homeland1.com/homeland-products/apparel
3. Search engines don’t index flash or picture – Be careful of using text in either
4. Use Google Webmaster Tools – submit sitemaps, view inbound link statistics, content analysis - www.google.com/webmasters/tools/dashboard
5. Reciprocal Linking – Get listed in directories & authoritative sites
Press Releases/Contributed ArticlesPress Releases/Contributed Articles• Press Releases
– Write and distribute press releases whenever you have news – Many media entities will post for FREE – Include your URL– Communicates news and also generates search engine value
• Contributed articles – These don’t mention your product specifically– Demonstrate expertise in a subject relevant to your product– Positions your company as an authority
Objectives Addressed Thought Leadership, Product Launches, Educate the Market
Email NewslettersEmail Newsletters• Create your own company newsletter• Collect customer emails (you should be),
and you have the foundation• Fosters loyalty and brand engagement• Engages your customers with the latest
company information and drives conversion
Objectives Addressed Interacting with Customers, Market/Customer Research, Launching New Products, Driving Traffic, Sales and Leads
Step 3: Step 3: Working with a Media PartnerWorking with a Media Partner
• Online Video• Email Blasts• Product Content Sponsorships• Banners
Online VideoOnline Video• Target users in a way that traditional TV can’t• Shortens distance between impulse and purchase • Types:
– Commercial– Product Demo/Virtual Tradeshow– Viral Marketing Video– Testimonial
Objectives Addressed Brand Building, Product Launches, Product Differentiation, Interacting with Customers, Educate the Market
Where to Distribute?Where to Distribute?
• YouTube• Company email footer• Industry focused sites• Your company Web site• Your trade show booth
Free Fee
• Media partners* • DVD for customers
Email BlastsEmail Blasts
• Great way to reach a wide audience directly• Achieve the “big splash” effect with an announcement,
promotion or product launch• Important: Make sure to ask about number of recipients and
tracking
Objectives Addressed Driving Traffic, Sales or Leads, Product Launches, Gathering Market/Customer Research
Creating an Effective E-BlastCreating an Effective E-Blast• Create clear concise subject line• Include a border around the entire message for a
cleaner look and use vibrant colors• Include core message early in the E-Blast and keep it
simple• Include multiple links including; focus placement at the
top of the E-Blast• Include a call to action such as “Learn More” or “Find
out How.” Avoid words like “Sale” or “Free”• Include a Toll Free phone number• DO NOT send it yourself
Product Content SponsorshipProduct Content Sponsorship• Presence in a product research section connect the dots
between a product need and a product solution• Provides highly targeted exposure: People are genuinely
interested in purchasing or researching the product in these sections
• Associates your brand with the products people are interested in
Objectives Addressed Product Launches, Differentiating Your Products, Driving Traffic
BannersBanners• Billboards of the online world • Quickly created• Easily deployed• Can be targeted to specific customer
segments
Objectives Addressed Brand Building, Product Launches, Product Differentiation
Step 4:Step 4:Evaluating Your Online Marketing StrategyEvaluating Your Online Marketing Strategy
• Unique Visitor: A count of how many different people access a Web site over a given period
• Impression: Number of times a Web site visitor is exposed to your message, brand or company
• Click Through Rate: The number of users who clicked on an ad on a web page divided by the number of times the ad was delivered
• Conversion Rate: The number or percentage of visitors who convert content views or visits into desired actions
The Bigger Picture of Online Marketing
MicrositesMicrosites• Narrowly focused Web site that addresses a specific
business problem and offers specialized information• Potential to reach customers in a unique, engaging way
with specific content that reinforces your marketing objectives
Objectives Addressed Microsites are so flexible, they can address any objective; particularly well suited for Thought Leadership, Product Differentiation, Educating the Market and Brand Building
Best in Class MarketingBest in Class Marketing
FireRehab.com
Solving Business ProblemsSolving Business Problems
FireRehab.com FireGrantsHelp.com
$10 Million in grant requests this year alone
Key ConceptsKey Concepts• Emergency Managers, Homeland Security and First Responders
have moved online
• Accessing mission critical content, training information and researching products
• Online marketing as part of a broader sales and marketing strategy
• Sophisticated marketers are taking advantage of the dynamic nature of the internet as a tool to improve their business and drive sales
• Solve business problems
Q&AQ&A