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1 Website to Web Presence: Developing Your RoadMap marketingcopilot.com

2 YOUR OBJECTIVE Develop an online strategy (web presence) to drive new customers to your business and nurture existing relationships. p2 Your Web Presence Roadmap 2010 MarketingCopilot Inc. All rights reserved.

3 THREE EASY STEPS Identify the right message Create your online strategy Deliver your message to the marketplace via a series of monthly online tactics that can be measured and tracked to show your progress and ROI. marketingcopilot TM

4 VALUE PROPOSITION Why should I buy from you? A value proposition is the primary reason why a prospect should buy from you. It is not a statement of what your business does, the market you serve or how you do your business. It is a statement of what you do for your customer that makes you unique. A value proposition is not usually determined: it is discovered. It grows out of the need of your customers. You must differentiate your offer from the competition. You may match a competitor on every dimension of value except one. In at least one you must excel. In this way you become the best choice for your optimum customer. Tool you can use: Enter Your VP Here p4 Your Web Presence Roadmap 2010 MarketingCopilot Inc. All rights reserved.

5 BUSINESS PROBLEM YOU SOLVE There are two skills necessary to leverage the power of a value proposition for all of your marketing activities. You need to be able to identify the business problem you solve from the perspective of your customer. You need to be able to express it in themes and ideas that your customer care about. Enter Problems Here marketingcopilot TM

6 IDEAL PROSPECT List your top scoring customers based on: ease of delivery, profitability, referability, minus the cost of sale For each customer list the main attributes of the client that are relevant to your business: What kind of person or company? Where are they located? How many employees? Type of organizational structure? Tool you can use: Prospect Profile p6 Your Web Presence Roadmap 2010 MarketingCopilot Inc. All rights reserved.

7 IDEAL PROSPECT List the issues that triggered their search that found you. Now list what they expect to accomplish in buying from you. Circle the client attributes, triggers and visions for buying from you that are common to multiple customers. Prospect Attributes, Triggers and Vision marketingcopilot TM

8 MARKETING FUNNEL Tell people you exist Tell people why it matters Show people what it means to their biz Explain why Tell others p8 Your Web Presence Roadmap 2010 MarketingCopilot Inc. All rights reserved.

9 MARKETING FUNNEL List Tactics Example: sales calls, direct mail, Examples: networking, webinars, Examples: free trial, demo, consultation Example: case study, white paper, seminar Experience the product or service: marketingcopilot TM

10 BENCHMARK How do you generate leads today? How many do you generate from each source? How do people connect with you on your website? What are you doing to track where they come from and what they do on your site? p10 Your Web Presence Roadmap 2010 MarketingCopilot Inc. All rights reserved.

11 BENCHMARK Classification Company Review Product Review Industry/Problem Specified Company Events Content Conversion Definition Finding your website and clicking on About or clicking web links to find out about company. Looking at specific pages on website, downloading material about product, clicking through from industry specific portals, search specific keywords. Conversation is happening in social media on the problem you solve, people are searching for experts on LinkedIn, tracking search engine ranking and keywords associated with the problem Trade shows, webinars, events where industry hangs out or people with same problem gather Dynamic optimized content that gets generated and click-thru s, opt-in, etc are tracked Taking a specific action online that suggests more than just browsing has occurred download, attending webinar, asking for proposal, adding to shopping cart. marketingcopilot TM

12 MEASURE What pages/web presence tools are customers looking at today? (page popularity, pick up of press releases, etc) What is the theme people are connecting to that is associated with my Value Proposition? (time spent on product page, keyword popularity, Tweets, etc) Has someone opted in to something that can be added to CRM/database as a lead? (downloaded something, filled in a form, joined mailing list) What is the source? (Google, social media, referring site, random, known) How far into the buying process are they? What do they need to move to the next step? (webinar, ROI document, demo) p12 Your Web Presence Roadmap 2010 MarketingCopilot Inc. All rights reserved.

13 ONLINE ROADMAP Strategy Tactics Starts the Customer Buying Process Online Website Manage Your Content WordPress Creates Differentiation Prospect & Customer Engagement Audience Content Clear Value Proposition: Why should I buy from you? E- mail Marketing Organic Search Engine Optimization Social Media Constant Contact Keyword Strategy LinkedIn Twitter Facebook YouTube marketingcopilot TM

14 COUNT EVERYTHING Offline Tactics Tradeshows Conferences Telemarketing Networking Website Time onsite New visitors Branded vs non-branded keywords Paid Media Adwords, PPC Social Media Facebook YouTube LinkedIn Twitter Opens, opt-in, opt-out Content Blog, case study, press release, posts Search Engines Ranking, competitive keywords, backlinks p14 Your Web Presence Roadmap 2010 MarketingCopilot Inc. All rights reserved.

15 WEB PRESENCE MANAGEMENT Track your organic search ranking over time Track your social media Optimize blogs and press releases with keywords Track keyword ideas and benchmark against the competition Create backlinks to your website to drive more traffic Report in it all every month to show management the ROI marketingcopilot TM

16 RECAP Build the right message Create your online strategy Deliver your message to the marketplace via a series of monthly online tactics that can be measured and tracked to show your progress and ROI. p16 Your Web Presence Roadmap 2010 MarketingCopilot Inc. All rights reserved.

17 TOOLS YOU CAN USE... Get your value proposition and ideal target defined at a Value Proposition Workshop: Put Google Analytics on your website immediately: Get your Keyword Work Book here: Sign up for a free 60 day trial of Constant Contact here: Build your LinkedIn profile and connect to: marketingcopilot TM

18 NOTES p18 Your Web Presence Roadmap 2010 MarketingCopilot Inc. All rights reserved.

19 NOTES marketingcopilot TM

20 CONNECT Get new ideas every month at Marie Wiese Marketing CoPilot marketingcopilot TM 2010 MarketingCopilot Inc. All rights reserved.

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