From Website to Web Presence: Building the RoadMap for your Business

Website to Web Presence:

Developing

Your RoadMap

marketingcopilot.comStrategy & Execution Simplified.

p2 Your Web Presence Roadmap©2010 MarketingCopilot Inc. All rights reserved.

Develop an online strategy (web presence) to drive new

customers to your business and nurture existing relationships.

YOUR OBJECTIVE

p2 Your Web Presence Roadmapmarketingcopilot

Strategy & Execution Simplified.

TM

THREE “EASY” STEPS…VIRTUALMARKETINGMANAGER

VIRTUALMARKETINGMANAGER

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VirtualMarketingManager

12 3

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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.


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: http://www.marketingcopilot.com/process/clear-value-proposition/value-proposition-workshops/

VALUE PROPOSITION

Enter Your VP Here



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• 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.

BUSINESS PROBLEM YOU SOLVE

Enter Problems Here


• 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?

IDEAL PROSPECT

Prospect Profile

Tool you can use: http://www.marketingcopilot.com/process/clear-value-proposition/customer-scorecard/



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• 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.

IDEAL PROSPECT

Prospect Attributes, Triggers and Vision


MARKETING FUNNEL

Tell people you exist

Tell people why it matters

Show people what it means to their biz

Explain why

Tell others



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MARKETING FUNNEL

List Tactics

Example: sales calls, direct mail, email____________________________________

Examples: networking, webinars, ____________________________________

Examples: free trial, demo, consultation____________________________________

Example: case study, white paper, seminar____________________________________

Experience the product or service: ____________________________________


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?



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Classification Definition Company Review Finding your website and clicking on “About” or

clicking web links to find out about company.

Product Review Looking at specific pages on website, downloading material about product, clicking through from industry specific portals, search specific keywords.

Industry/Problem Specified

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

Company Events Trade shows, webinars, events where industry hangs out or people with same problem gather

Content Dynamic optimized content that gets generated and click-thru’s, opt-in, etc are tracked

Conversion Taking a specific action online that suggests more than just browsing has occurred – download, attending webinar, asking for proposal, adding to shopping cart.

BENCHMARK


• What pages/web presence tools are customers looking at today? (page popularity, pick up of press releases, etc)

• What is the theme people are connect-ing 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)

MEASURE



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ONLINE ROADMAP

Strategy Tactics

Clear Value Proposition: Why should I buy from you?

Starts the Customer Buying Process Online Website

Creates Differentiation Audience

Prospect & Customer Engagement Content

WordPress Manage Your Content

Constant Contact E-‐mail Marketing

Keyword Strategy

Organic Search Engine Optimization

LinkedIn Twitter

Facebook

YouTube

Social Media


COUNT EVERYTHING

Offline Tactics• Tradeshows• Conferences• Telemarketing• Networking

Website• Time onsite• New visitors• Branded vs

non-branded keywords

Email• Opens,

opt-in, opt-out

Content• Blog, case study,

press release, postsSearch Engines

• Ranking, competitive keywords, backlinks

Social Media• Facebook• YouTube• LinkedIn• Twitter

Paid Media• Adwords, PPC



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• 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

WEB PRESENCE MANAGEMENT

Content• Blog, case study,

press release, posts


RECAP ...VIRTUALMARKETINGMANAGER


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VirtualMarketingManager

12 3

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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.



TM

• Get your value proposition and ideal target defined at a Value Proposition Workshop: http://www.marketingcopilot.com/process/clear-value-propo-

sition/value-proposition-workshops/

• Put Google Analytics on your website immediately: http://www.google.com/analytics/

• Get your Keyword Work Book here: http://www.gshiftlabs.com/resources/getting-your-keywords-

right/

• Sign up for a free 60 day trial of Constant Contact here: www.constantcontact.com/index.jsp?pn=marketingcopilot

• Build your LinkedIn profile and connect to: http://ca.linkedin.com/in/managedmarketingservices

TOOLS YOU CAN USE...


NOTES



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NOTES

Get new ideas every month at www.marketingcopilot.com

Marie WieseMarketing CoPilot

[email protected]@mariewiese

CONNECT

marketingcopilotStrategy & Execution Simplified.

TM

Date post:	10-May-2015
Category:	Self Improvement
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From Website to Web Presence: Building the RoadMap for your Business

Self Improvement