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Welcome to the Core Online Marketing Executive Online Marketing Seminar

Online Marketing Seminar Presentation

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Core Online Marketing offers complimentary seminars for business owners and executives who want to learn how to fully exploit online marketing to drive predictable and sustainable revenue growth. The two-hour seminar demystifies online marketing, and provides valuable insight: Why Online Marketing is Critical to Your Success; Principles, Fundamentals and Best Practices; Generating Inbound Leads; Nurturing Prospects and Closing Sales; Developing an Online Marketing Plan; Tracking Results and Optimizing ROI. We encourage you to join us if you want to assess whether online marketing will benefit your business and, if so, to discover the keys to success. www.coreonlinemarketing.com/seminars/

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Page 1: Online Marketing Seminar Presentation

Welcome to the Core Online Marketing Executive Online Marketing Seminar

Page 2: Online Marketing Seminar Presentation

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

Page 3: Online Marketing Seminar Presentation

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

What is Online Marketing?

Page 4: Online Marketing Seminar Presentation

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?

Page 5: Online Marketing Seminar Presentation

TV Ads Print Ads Direct Mail Referrals NetworkingRadio Ads

What is Online Marketing?

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Investigate DecisionSearch

Post SalesGet Found Educate/Nurture Convert

Service/Support

Proceed Strategically

Page 7: Online Marketing Seminar Presentation

Educate/Nurture Convert

Post SalesGet Found

SEARCH ENGINE OPTIMIZATION/

ONLINE ADVERTISING

SOCIAL MEDIA

ANALYTICSMARKETING

AUTOMATION

CONTENT

The Fundamentals

Page 8: Online Marketing Seminar Presentation

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

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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

Page 10: Online Marketing Seminar Presentation

The Fundamentals/Get Found

On-Page Search Engine Optimization (SEO)

Off-Page Search Engine Optimization (SEO)

Search Engine Marketing (SEM)

JOB 1!

Page 11: Online Marketing Seminar Presentation

Why Search Engine Optimization is SO IMPORTANT

37% CTR

12% CTR

10% CTR

8% CTR

6% CTR

The Fundamentals/Get Found

Page 12: Online Marketing Seminar Presentation

ON-PAGE SEO Is your WEBSITE RELEVANT to what your prospects are searching for?

The Fundamentals/Get Found

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OFF-PAGE SEODoes your online community view you as an AUTHORITY?

The Fundamentals/Get Found

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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 engines…link building is among the top tasks required for search ranking and traffic success…”

Source: SEOmoz

The Fundamentals/Get Found

Page 15: Online Marketing Seminar Presentation

The Fundamentals/Get Found

ONLINE ADVERTISING: PART OF THE MIX

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The Fundamentals/Social Media

IS SOCIAL MEDIA NECESSARY?

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The Fundamentals/Social Media

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• 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

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Marketing Automation

The Fundamentals/Marketing Automation

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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 ofcontent before engaging with a solution provider; Knowledge Storm/Marketing Sherpa

Companies that excel at lead nurturing generate 50% more sales-readyleads at 33% lower cost per lead; Forrester Research

DEVELOPING VALUE BASED RELATIONSHIPS:THE CASE FOR LEAD NURTURING

The Fundamentals/Marketing Automation

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Use Online Marketing

Mechanisms To Develop

a Permission Based (Opt-In)

Dialogue

The Fundamentals/Marketing Automation

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What do you want me to do next?

GETTING TO “YES”

The Fundamentals/Marketing Automation

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CALLS TO ACTION/OFFERSLow-risk, easy to take actions that engage and guide prospects through the next step in the process…

The Fundamentals/Marketing Automation

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The Fundamentals/Marketing Automation

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Retention

Incremental Revenue

LEVERAGING YOUR MOST VALUABLE ASSET

The Fundamentals/Marketing Automation

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The Fundamentals/Marketing Automation

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The Fundamentals/Marketing Automation

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E-commerce

Email Distribution

MARKETING AUTOMATION

Workflow

Social Media Integration

CRM

Landing Pages

Lead Scoring

Analytics

E-commerce

Email Distribution

The Fundamentals/Marketing Automation

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ANALYTICSYou must constantly analyze and optimize… Identify Key Metrics Implement Analytics (e.g. Google Analytics) Monitor and Refine

The Fundamentals/Analytics

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1. YOU NEED A PLAN

2. YOU MUST ALLOCATE RESOURCES

THE WAY FORWARD……

The Way Forward

Page 31: Online Marketing Seminar Presentation

RECOMMENDATIONS

EXECUTION PLAN

ONLINE MARKETING

PLAN

SITUATION ANALYSIS

The Way Forward

Page 32: Online Marketing Seminar Presentation

Summary

You must be in this game

There are a lot of moving parts

Don’t get overwhelmed

1+1=3

It’s a Journey

Approach it strategically

CONTENT IS KING!

End to End Business Development Process

Build a Roadmap - You can’t do it all at once

You need to work on this every day

Allocate resources and EXECUTE!