marketing strategy plan example
DESCRIPTION
Sample work of using existing website data to analyze future possible business opportunities.TRANSCRIPT
Product Rationalization – Systems Thinking As Platform
Systems
Thinking
Problem Resolution
Project Manageme
nt
Leadership Responsibili
ty
Our message = “Integrating ST Across All Disciplines” in practical & productive way
Current Focus & Revenue Here
Crowded, but keyword
support, can act as
“sub-platform”
On respirator, but low CPC & past success, always in demand
Keywords We “Own” – Rank is #1 When String Is Searched For On Google, Bing, Yahoo… ethics in leadership workshop intelligent layoffs key responsibilities of a strategic
leader leadingupset molding organizational culture organizational snapshot project derailment strategic leadership team
responsibilities system thinking workshop
systems thinking workshop work systems affiliates work systems affiliates int. inc work systems affiliates international work systems affiliates international
inc. wsa-intl wsa-intl.com www.wsa-intl.com
76_systems_thinking_workshop
BUT….Rank is not the same as visit traffic…..
Most Visits From Search – Last 12 Months
1. Work Systems Affiliates*
2. Paul Plotczyk*
3. Brainstorming models#
4. Strategic leadership responsibilities#
5. Systems thinking workshop*
6. Key responsibilities of leadership#
7. Difficult performance conversations#
8. Key responsibilities of the leadership role#
9. Performance conversations#
10. Strategy dialogues#
*Indicates >5% Visit-Lead
# Indicates 0 Leads
What is the value to visitors once they find us? Maybe we need to change some recipes?
Search Strings That Have Generated Visits Related To “Project” organizational alignment
project management project derailment project systems planning and
execution 2-day project management
class building high performance
project teams explain how you incorporated
systems thinking as you developed your project
performance appraisals dealing with project
management project management
consulting services for the government
project management wsa project planning and
execution scenario planning or project
management hospital? the contribution of systems
thinking to project management
This sample of info can help us form our “niche” in the project management world
Search Strings That Have Generated Visits Related To “Leadership Responsibility” 3 key responsibilities of strategic
leadership 3 responsibilities of leadership key leadership responsibilities key of leadership and responsibility key responsibilities of leadership role leadership and responsibility leadership key responsibilities leadership team responsibilities major responsibilities of strategic
leadership management responsibility in
strategic leadership responsibilities leadership responsibilities of leadership responsibilities of leadership team responsibilities of strategic leadership
strategic leadership duties and responsibilities
strategic leadership responsibilities strategic leadership team
responsibilities three responsibilities of team
leadership what are responsibilities of strategic
leadership what are strategic leadership
responsibilities what are the key responsibilities of
leadership what are the strategic leadership
responsibilities what are the three responsibilities of
strategic leadership
These strings generate 16% of our organic search visits, but ZERO leads
Search Strings That Have Generated Visits Related To “Systems Thinking” systems thinking training systems thinking workshop systems thinking white paper interrelated interdependent systems
thinking diagrams systems thinking in hospitals dod "systems thinking” senge systems thinking workshops strategic systems thinking making policies work: systems thinking
in government and management "systems thinking" leverage quotations
ackoff apply systems thinking to diagnosis
the conflict explain how you incorporated systems
thinking as you developed your project practical application of systems
thinking in a hospital summary of from systems thinking to
systemic action system basics "systems thinking" systems thinking and how it impacts
an organization systems thinking for performance
consulting systems thinking organizational
effectiveness systems thinking workshops for
educators the contribution of systems thinking to
project management workshop agenda introduction to
systems thinking in organizations workshop on systems thinking for
decision making
18% of organic search, 3.9% lead conversion rate
Low-Cost Keyword Strings
Keyword
Cost Per
Click
organizational project <$0.50
people problems project management
<$0.50
project management and systems thinking
<$0.50
project management unintended consequences
<$0.50
public capital project by key stakeholder facilitation
<$0.50
systemic project management <$0.50
systems thinking project management
<$0.50
using systems thinking for project management
<$0.50
Opportunity to raise WSA ranking with low-cost adwords
Keyword
Cost Per
Clickdiscuss how strategic leadership works
<$0.50
key leadership responsibilities <$0.50
key responsibilities of a strategic leader
<$0.50
leadership development systems <$0.50
apply systems thinking <$0.50
executive coaching models - systems thinking models
<$0.50
systemic approach to complex decision making
<$0.50
critical thinking $0.90
decision making $1.07
So What Does It Mean?
Systems
Thinking
Problem Resolution
Project Manageme
nt
Leadership Responsibili
ty
Clearly, Systems Thinking is driving and converting traffic
With rework, our PM offering can be good compliment to technical programs
High interest in responsibilities of leader but content needs steroids
What Do We Do With UPSET™?
Repackage Create positive name/connotation Rework research Weave into systems thinking platform value
Remove Only 4 visits out of 2400 organic search visits last
year Unclear message – clever use of initials but needs
explanation Has negative connotation
Target Audience – Fish In Barrel
Government/Defense
Construction/Engineering
??????????• Fortune 500/Technology
• Manufacturing
• Healthcare• Financial Services
2011 will leverage WSA expertise in these 3 industry groups to attract new clients
Integrate Inbound Strategy Across WSA Facets
Cold Calls• Create Awareness
of Social Media & Blog
• Lead Nurturing Campaign
Client Work• Update All
Collateral• Consultants
promote web content & social media links
• Speaking engagements
Online Presence/Ads• Keyword focused• WSA as expert• Links to our site
Value Added Content• Blog• Webinars• Articles• Narrated
PowerPoint
“Market As You Go”
Cold Calls Depending on call outcome:
Personal Email Templates Make aware of LinkedIn Presence Refer to Blog Upcoming workshops, webinars or online resources
Auto lead-nurture campaign
Current Communications
• “Thank you for your interest in WSA's White Paper, The 7 Deadly Decision-Making Sins. Please let us know if you have any comments or questions about what derails organizational decision-making. We hope you find the White Paper useful.”
Form Submittal
• “Thank you for downloading The 7 Deadly Decision-Making Sins white paper. Were you able to identify which of the "sins" your organization most frequently commits? If you would like some help identifying what is holding your organization back or if you know exactly what the problem is but don't know what to do about it, contact us for a complimentary, no-stings-attached call. We promise no sales pitches, just a chance to get some clarity regarding your organization's decision-making and problem solving challenges.
Complimentary Consultation: Contact Beth Chartier at 781-343-4008 or [email protected] to arrange your Complimentary 30 Minute Call.
Additional Resources:Visit our website Resource section for other valuable articles, white papers and research.”
This email arrives within minutes of downloading WP
Lead Campaigns - FocusTopic Based Campaigns –
Content related form
Systems Thinking
Leadership
Project Mgmt
Interaction Based Campaigns –
Triggered by a specific actionHave spoken
with Beth on the phone
Downloaded a whitepaper
Moved to low active
Example of Lead Nurturing Campaign
• Thank you again for downloading WSA's White Paper, The 7 Deadly Decision-Making Sins. We hope you found it helpful in deteriming what derails your organization problem solving.
• Here is a link for a recent blog post which discusses…
Day 1 Email
• Based on your interest in Resolving Complex Business Decisions I wanted to share this link to our article archives. As you scroll down the list you will find many relevant articles how to effectively address complex organizational problems
Day 3 Email
• Recently you downloaded WSA's White Paper, The 7 Deadly Decision-Making Sins and were sent a link to articles published in our e-Newletter, LeadingUpset.
• If you found that information useful and would like to receive future articles as they are published I invite you to subscribe to our popular e-Newsletter.
• LeadingUpset is published 6 times a year and LeadingUPSET™ is your online source for straight-talking advice, tips and information on practical application of systems thinking to solve your complex business problems.
Day 5 Email
Client Work Workshops – suggest following us on LinkedIn,
Twitter or via the blog Consultants actively make LinkedIn
connections of participants post-engagement Ask for specific recommendation on LinkedIn
regarding workshop or consulting usefulness
Online Presence Sharpen website to align with core message Optimize web site around focused keywords Target sites to link to-from Pilot targeted online ads to drive up rankings Improved success stories that demonstrate
results related to our work More images Optimize layout for “Digital Natives”
Example: Project Management Description Rewritten In Systems Thinking Platform
You Will Learn How To: Approach project management as a dynamic process, rather
than a series of tasks Approach project management with a systemic mindset that
moves beyond task & time planning
Get full endorsement of the project plan from key stakeholders Uncover factors that influence project outcome but don’t
appear on your charter
Create a Project Structure and Conditions to maximize project success
Anticipate unintended consequences of project plan and find leverage points to avoid derailment
Value-Added Content Create high-value “giveaways”
Narrated PowerPoint “How-to” videos
Guest bloggers – here and other sites Interactive webinars
2011 Top-Line Goal: 3 New Clients Via Inbound Assume Visit-to-lead & Lead-to-Customer Ratio = 1%
Need 300 leads (25/month) 30,000 visits (2,500/month)
Current Numbers (July - December): 4,462 Visits
Avg = 744 1,129 – Nov 1,349 – Dec
67 Leads Avg = 11 31 – Nov 8 – Dec
2011 Goal: Increase Visits To 2,500/month Break 100 Blog Subscribers –
Q2 Post 1 blog per week Currently have 11 subscribers
Add 100 Referral (Inbound) Links - Q2 Currently have 99
WSA Team - Relay potential sites
Break 50 Twitter Followers – Q1 Currently have 18 (including us) Content driven
Miscellaneous Run pilot online ad campaign – Q1 6 Newsletters – 1 every 2 months Create 3 lead nurturing campaigns – Q1
Sales Tool Kit White paper download (3, 7, 14 days) Low Active Campaign (10, 21, 60 days)
Content Upgrades Post 3 narrated slide shows on web –
End Q2 Re-align & optimize all web pages for
search engines – End Q2 Add 2 new white papers – 1 per quarter
Q1&2 Conduct 1 webinar – End Q3 Update all client-facing material with
social media info All team members on LinkedIn & solicit
connections and recommendations - Q1