ONLINE PROFIT ROADMAP TM

Transcription

1 ONLINE PROFIT ROADMAP TM

2 Thanks for downloading The Online Profit Roadmap TM. I m a former Procter & Gamble Brand Manager and now run a consulting and training company called Strategy Cube ( I have many clients that use the web for lead generation or have full e-commerce stores with relationship management. In working with them over the years I have refined a visual that simplifies how to put together several systems to build a powerful lead generation or e- commerce system at a much lower cost than the alternative which is a fully custom built site. In the following slides I have laid out that roadmap for you and my notes to help you set it up. I wish you all the best with your online business!

3 Start small, Test, then Scale This Online Profit Roadmap TM has been designed to limit upfront investment by renting rather than developing key parts of the system like the e-commerce engine, the CRM system, the auto-responder and the support community. The system also relies heavily on open source tools like Joomla, Wordpress and Google Analytics which delivers several benefits including low upfront and ongoing costs and relatively easy scaling and upgrading due to the ease with which you can find developers who work with these open-source tools as well as pre-built widgets and modules for them. Once you know the system is working and generating profit then you can invest in improving the user experience and all the other rented items will scale with you Strategy Cube Inc. All rights reserved. 3

4 The Online Profit Roadmap TM for lead generation/marketing site- SIMPLE 11 3 Keyword research, pick keywords, use keywords on/off page Organic search Pay per click ads (Google, Facebook etc) Content Creation Group (Marketing Dept or YOU) 4 Write blog posts using keywords Post video to YouTube, use keywords, embed in blog post 5 Build your networks (Linked In, Twitter, ~FB) Post articles to ezinearticles. com Website With Content Management System Wordpress.org, Squarespace.com Google Analytics 6 Syndicate blog posts using LinkedIn, Twitter Bookmark posts using digg, stumbleupon 1 Implement the parts of the roadmap in the order shown by the blue numbered squares as a rough guide. Exact right order will depend on your situation. Leads for Sales Dept CRM System Automated Lead follow-up New customers in new markets ---- Repeat customers Sustainable sales growth marketing Infusionsoft, MailChimp, MadMimi, Salesforce The Online Profit Roadmap is a trademark of Strategy Cube Inc. All rights reserved

5 The Online Profit Roadmap TM for e-commerce - ADVANCED Content Creation Group (Marketing Dept or YOU) Keyword research, pick keywords, use keywords on/off page Organic search Offline media Pay per click ads Affiliates 5 Create content using keywords: Text, photo and short video PR/Web Agency Build your social networks Website With Content Management System Wordpress, Joomla, Drupal Syndicate your content using social networks Google Analytics 1 10 Support community (forums, discussions, voting) Support ticketing system 11 CRM System Automated Lead followup Implement the parts of the roadmap in the order shown by the blue numbered squares as a rough guide. Exact right order will depend on your situation. Call Centre E-commerce Sales followup (up-sell, cross sell) New customers in new markets ---- Repeat customers Sustainable sales growth marketing Infusionsoft (an all-in-one) or MailChimp/MadMimi + a shopping cart The Online Profit Roadmap is a trademark of Strategy Cube Inc. All rights reserved

6 Third Party Tools These third party tools represent the best in class tools for their purpose. Many are open source. Some charge a monthly fee. Put together they allow you to build the Online Profit Roadmap TM. User-managed support forum with idea generation / voting and excellent admin/reporting tools. (Monthly fee SaaS). Support ticket system for managing inbound support requests from users. Native integration with GetSatisfaction. (Monthly fee SaaS). Marketing automation suite: CRM + e-commerce + marketing + automation. (Monthly fee SaaS). The most widely used open source semantic publishing (blogging) tool. (Free) One of the top open source Content Management Systems. Has thousands of contributing developers and thousands of widgets for adding extra functionality. Very easy to find freelancers who know how to customize and develop on this platform. (Free platform. Some plugins must be purchased for nominal fees ($50-$300)). The free and widely used web analytics tool that integrates with Google Adwords and AdSense and offers industry leading tools for optimizing and converting traffic. (Free) Strategy Cube Inc. All rights reserved. 6

7 Wordpress Squarespace Joomla Drupal CMS Platforms OrchestraCMS (A very good option for you if you use salesforce.com because it s built on the Force platform and integrates with salesforce.com so well.) Strategy Cube Inc. All rights reserved. 7

8 Squarespace vs Wordpress Squarespace is an alternative to Wordpress that I sometimes recommend to clients. It's around $14/mo but is even more user friendly that Wordpress. (Wordpress is free to use.) Squarespace has nice templates and allows an average person to get up a site quickly and maintain it themselves without ever purchasing hosting, using a hosting control panel or FTP. Here s how I would explain the differences between them: WORDPRESS: Free to use (but you have to pay for hosting). Huge developer community means almost any functionality you want is freely or cheaply available via plugins. Thousands of free themes on wordpress.org and thousands of premium themes for $40-70 (search for premium wordpress theme. Can't go bankrupt and leave you in a lurch (you have the actual software on your server). More difficult to setup and use than Squarespace. A slight chance that your site might get hacked. If you don t keep your Wordpress version up to date, and you don t use Wordpress security plugins like Content Security Policy you might become a victim of a hacking attack through cross site scripting. This hasn t deterred millions of users from using Wordpress but I thought I d mention it. SQUARESPACE: Very easy to get started on and use. Nice templates but not as many as Wordpress and less developers/designers so custom templates cost more here than on Wordpress. All the main features you would want (pages, blog, photos, forms, backup etc). Has a monthly fee (a very reasonable one that s not much more than you d pay for hosting a Wordpress site.) There's a small chance it might go under or get bought and then your site platform might no longer be supported. Probably a pretty remote chance but still it could happen. Much lower chance of your site getting hacked since their software is not open source like Wordpress Strategy Cube Inc. All rights reserved. 8

9 About Strategy Cube Inc. Jonathan Burns is a former P&G Brand Manager and founder of P&G Canada s Internet Marketing Group. Jonathan is now an online strategy consultant serving Toronto west to Oakville & Burlington, helping educate CEO s and senior leaders on web.0 and how to effectively use digital strategy to drive their businesses. He spoke to over 100 GTA based CEOs of $3M+ firms across 15+ events last year as an invited expert speaker to Presidents of Enterprising Organizations, CEO Global Network and Women s President s Organization. Jonathan runs Strategy Cube, which offers internet marketing strategy consulting services to CEOs and operates as a virtual agency that uses a network of digital experts and overseas developers to execute digital initiatives. Jonathan teaches training workshops for small and medium size firms on how to use internet marketing to grow your business. He holds classes in North York and Oakville. Visit for more information. Contact Information jonathan@strategycube.com work: website: