internet marketing strategy presentation
DESCRIPTION
TRANSCRIPT
Developing A Strategic Internet Marketing
Strategy
December 13, 2010
Stowe, Vermont/Hershey, PA 717-715-7158
The Web is A CommunityNot A Newspaper
Social Networks
Store Fronts
Professional Organizations
Informational Sources
Entertainment
Target Audience
Needs
The Web is A Community of Individuals, Businesses and Institutions
Target Audience
Influencers
Networks of
IndividualsCritics
AdvocatesTarget
AudienceNeeds
The Web is A Community Where Individuals Go To Fulfill a Need
Knowledge
Friendships
ProfessionalNetworking
Purchases
Entertainment Target Audience
Needs
A Solid Foundation Starts With Planning
• Goal – What is my quantifiable goal?
• Objective – What am I trying to achieve?
• Strategy – How am I going to achieve my objective?
• Tactics – What tools, on what timeline will I use to develop my strategy?
Strategy Drives Tactics
• Reach and Engage Influencers
• Drive Traffic to Website
• Improve Customer Service
• Develop Thought Content Leadership
• Enhance Sales Distribution
• Generate Non-Sales Revenue
• Establish Private Networks to Dialog With Target Audience
• Up sell Customers to Multiple Products
• Convert Website Hits to Sales
• Create Brand Awareness
Once Your Define Your Strategy
Watch, Listen and Learn
Engage Cautiously Develop Tactical Execution
Find Your Audience on The Internet
Topics, Keywords, Social Groups Blogs, Store Fronts, Articles
Identify Target Audience and Create Defined Buyer Persona
Direct Audience Influencers
Define the intent of your content?
• Sell Products
• Request Information from Prospects
• Create Product Awareness
• Identify New Prospects
• Respond to Negative Publicity
• Generate Advertising Revenue
• Communicate to Existing Customers
• Position Your Company as a Thought Leader
Develop Knowledge Based Tactical Plan
• SEO Search Engine Optimization
• SEM Paid Search Marketing
• Advertising
• Blogging
• Social Media Engagement
• Video Marketing
• Public Relations
• Thought Content Development
• Website Enhancements and Features
Your Tactics Are Built Using The Tools Available…Now It’s Time For The Paint Chips
Social Media
Vertical Sites
Directories, Digg, Delicious
Content Tools
Blogs
Websites
Squidoo
You Tube
Webcast, Podcast, Videos
Advertising
Google Maps
Google Adwords
Banner Ads
Paid Search
Affiliate Advertising
Press Releases
Example: New York City Boutique Hotel
Target Audience
• Young Couples
• Retirees
Objective
• Find and Engage Influencers
• Increase Traffic to Site
Strategy
• Utilize Keyword Search for Influencer Development
• SEO
• SEM
Tactics:
-Google AdWords-Technorati-Paid Search-Blog Content -PRWeb-Facebook-Twitter
Traditional marketing is made up of thoughtfully crafted messages that you deliver to your target audience
Internet marketing is a two way dialogue between you and your target audience and by the way you are not alone……
-Influencers-Raving Fans
-Current Customers-Unhappy Customers
The good news is that you always know what your target audienceis thinking and experiencing right away.
The bad news is that you always know what your target audienceis thinking and experiencing right away.
