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Creating an Effective NetCentered Marketing Strategy
Matt Nickols, CEO
About Cirrus ABS
Matthew Nickols, Founder and CEO
• Over 15 years experience in entrepreneurship & online marketing
• Founder of Cirrus ABS and the Cirrus eBusiness Suite platform concept
• Recognized as a member of the inaugural group of Future 40 award winners recognizing Northeast Indiana’s most accomplished professionals under the age of 40
About Cirrus ABS
• Over 15 Years Experience in Online Marketing and Website Development
• Hybrid company that offers the best of marketing and technology firms
• 30 employees
• Full staff of technical & creative personnel
• Client ranging from Fortune 500 to small local businesses
About Cirrus ABS
• Creators of the Cirrus eBusiness Suite website and online marketing platform
• Winner of the Fort Wayne Business Weekly Professional Services Innovation of the Year
• Multiple Ad Federation Awards for Digital Design
• Consistent track record of business results for clients
NetCentered Marketing Overview
NetCentered Marketing Overview
NetCentered Marketing Overview
NetCentered Marketing Overview
Why the Web?
Marketing has officially gone digital.
Why the Web?
It is where the people are.
Why the Web?
97%!
97% of consumers go online to
research products and services locally.Source: BIA/Kelsey and ConStat Study
Why the Web?
It is where the people are.
Why the Web?
96% of people never make it to the
second page of search resultsSource: Chitika Insights Study
Why the Web?
UPDATE: Now over 150 million FaceBook and 30
million Twitter users in USA
Why the Web?
It is where the people are.
PC time now surpasses TV time with 71% of respondents using
the Internet more than 2 hours per day vs. just 48%
spending equivalent time watching TV
~ recent IBM study
Why the Web?
It is more cost effective.
• Distribution of messageless about money, more about effort
• Updating of messageprinting and postage costs eliminated
• Measurement of successknow what works and eliminate waste
Why the Web?
It is interactive.
• Human/Social InteractionMore timely & reliable information, real time interactions.
• Various Forms of MediaVideo, audio, interactive graphics, documents, etc… all available instantly
• Business Processes Functionalityi.e. online banking, account creation, purchases, etc…
Why the Web?
It is measureable.
You Need a Plan
"If You Don't Know Where You're Going, Any Road Will Get You There“
~Lewis Carroll
“The Science of Online Marketing”
The NetCentered Process
The NetCentered Marketing Plan
Target Demographic
Profitability / Opportunity Analysis
Identifying the Right Products/Services based on:
• Profitability
• The market opportunity• Market Size/Demand• Search Volume• Competition• Market Conditions
Profitability / Opportunity Analysis
Action Items:
• Rate your products / services by profitability
• Rate your products / services by opportunity
• Pick the top 4 to 6 with the best combination
Target Demographic
Target Demographic
Action Items:
• Find out as much as you can about the people that need your selected products/services
• Write down at least one segment for each of your selected 4 to 6.• Create an ideal customer profile for each
Message
Message
Action Items:
• Write down your value proposition for each segment
Medium
Medium
• How are you going to get the pitch to the people?• What are these people looking for?• What are they interested in?• What do they read, watch, or listen too?• Can they be approached by a sales person?• Can they be mailed, emailed, called?• Do they meet online or offline in any form?
Where’s the intent?
Medium
Action Items:
• Choose the best mediums to deliver your message to each segment• Online – SEO, SEM, Email Campaigns, etc…• Offline – Direct Mail, Sales Person, Magazine,
Newspaper, Radio, Telesales, Tradeshows, Events, etc…
Sales Path
Sales Path
• How do you sell this stuff?• What does the customer need to see to be
convinced?• What are the steps in the sales process?
Sales Path
Action Items:
• For each segment write down each unique piece of information a customer needs to see to make a decision and take action.
Content Paths
Content Paths
Action Items:
• Online• Make sure your website has a page on each unique
piece of information identified in the sales path for each segment.
• Make sure that someone from that segment can clearly navigate to the content they need.
• Offline• Make sure that there are supporting landing pages for
offline marketing efforts to be driven to.
Action
Action
Action Items:
• For each segment write down the action you want site users to take.
• Make sure you have a call to action in each content area that is part of a sales path.• Examples: Buy online, come to your store, call you,
meet you, engage in live chat, download a whitepaper, etc…
Analytics
Analytics
Action Items:
• Install Google Analytics. • Setup Goals to track your online and offline
marketing efforts.• Review your results monthly and change your
strategy based on those results.
Analytics
Outr
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Public
W
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Str
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Managem
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Search Engines
Word of Mouth/Viral
Traditional Marketing
News/Blogs Web
Content
Email RSS
Social / Business Networks
Brand Image / Graphics
Brand Message / Content
Apps and CMS
Web Application Framework
Site Content
Management Tools
Analytic Tools
Lead Manageme
nt
Request Processing
NetC
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NetCentered Strategy
Outr
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• Google, Yahoo, Bing– over 95% of searches
• Represents people looking for what you do
• Organic Search Results• Most trusted listings (70%-80% of clicks)• Lowest cost and highest return• Search Engine Marketing- Pay Per Click
Search Engines
Word of Mouth/Viral
Traditional Marketing
News/Blogs Web
Content
Email RSS
Social / Business Networks
Outreach/Traffic Drivers
Outr
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• Online content outside your website• News sites and industry publications• Blogs and directories• Product and service reviews• Online communities & forums
Word of Mouth/Viral
Traditional Marketing
Email RSS
Social / Business Networks
Outreach/Traffic Drivers
News/Blogs Web
Content
Search Engines
Outr
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• Web enables fast spreading of the word• Create compelling content, offers, and
functionality worthy of spreading• Support viral marketing through website
• Email a friend• Integration with “Buzz” services (Digg, Buzz,
etc…)
Traditional Marketing
News/Blogs Web
Content
Email RSS
Social / Business Networks
Outreach/Traffic DriversWord of
Mouth/Viral
Search Engines
Outr
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• Radio, TV, Print, Direct Mail, Yellow Pages, Newspaper, Outdoor, etc…• Shorten message & send to website
• Integrate performance tracking metrics• Unique website tracking URLs• Tracking phone numbers
News/Blogs Web
Content
Email RSS
Social / Business Networks
Outreach/Traffic DriversSearch Engines
Traditional Marketing
Word of Mouth/Viral
Outr
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• Push Marketing• Get your message in front of
clients/prospects quickly & cost effectively• Create segmented lists with personalized
messages and content• Track delivery, open, and click thru• Cross sell, up sell, & top of mind awareness
Word of Mouth/Viral
Traditional Marketing
Social / Business Networks
Outreach/Traffic DriversSearch Engines
News/Blogs Web
Content
Email RSS
Outr
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affi
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• Access large networks of people based on geography, industry, & interests
• YouTube, Flickr, Facebook, Twitter, Friend Feed, LinkedIn
• Position your business and key people as experts in your field
News/Blogs Web
Content
Email RSS
Outreach/Traffic DriversSearch Engines
Word of Mouth/Viral
Traditional Marketing
Social / Business Networks
Public Website
Brand Image / Graphics
Brand Message / Content
Apps and CMS
Web Application Framework
Public
Websi
te
• Website design, flash, content layout• Establishes your image online• Builds credibility and professionalism• First impression critical to conversion
Public Website
Apps and CMS
Web Application Framework
Public
Websi
te
• Tell your story in powerful way• Visible copy critical to search engine
visibility strategy• Use of various formats: HTML, photos,
documents, video and more
Brand Image / Graphics
Brand Message / Content
Public Website
Web Application Framework
Public
Websi
te
• Tools to manage website content built for ease of use and efficiency
• Search Engine Optimization tools• Powerful business applications for online
functionality
Brand Image / Graphics
Brand Message / Content
Apps and CMS
Public WebsitePublic
Websi
te
• Software that powers the website• Built in security, user management,
analytics, personalization, and SEO• Modular architecture for flexibility,
growth, integration, and upgradeability
Brand Image / Graphics
Brand Message / Content
Apps and CMS
Web Application Framework
Strategy ManagementStr
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Analytic Tools
Lead Manageme
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Request Processing
Site Content
Management Tools
Strategy ManagementStr
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Lead Manageme
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Request Processing
Analytic Tools
Site Content
Management Tools
Strategy ManagementStr
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anagem
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Request Processing
Site Content
Management Tools
Analytic Tools
Lead Managem
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Strategy ManagementStr
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anagem
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Site Content
Management Tools
Analytic Tools
Lead Manageme
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Request Processi
ng
Send Reset
Name*
Email *
Phone *
Comments *
Contact Us
Outr
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affi
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Public
W
ebsi
te
Str
ate
gy
Managem
ent
Search Engines
Word of Mouth/Viral
Traditional Marketing
News/Blogs Web
Content
Email RSS
Social / Business Networks
Brand Image / Graphics
Brand Message / Content
Apps and CMS
Web Application Framework
Site Content
Management Tools
Analytic Tools
Lead Manageme
nt
Request Processing
NetC
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Stra
tegy
NetCentered Strategy
Questions?