Element Three and Cirrus ABS join forces to show businesses how to leverage the investment you have made in your website and how to integrate your offline marketing efforts with your website. Integrated are specific action items for how you can enhance the effectiveness of your website.

1. NETCENTERED MARKETINGleveraging your website for results June 9, 2010

2. About Element Three // Tiffany Sauder Business First Purdue University// Krannert Purdue Alumnus magazine Inside Indiana Business featured executive Accountable, results oriented brand development, marketing strategy and creative execution

3. About Cirrus ABS // Matt Nickols 15 Years Experience in Online Marketing and Website Development Hybrid company that offers the best of online marketing and technology 30 employees Full staff of technical & creative personnel Client ranging from Fortune 500 to small local businesses Founder & CEO of Cirrus ABS Over 15 years experience in entrepreneurship & online marketing Creator of the Cirrus eBusiness Suite platform concept Recognized as a Future 40 award winner; one of NE Indiana’s most accomplished professionals under 40

4. Objectives for Today Understand the elements critical to having a successful online presence and marketing effort Learn how to create a strong online brand experience for customers and prospects Use your website to measure online and offline marketing efforts Decide if your current online efforts can accomplish the goals you have established Today it’s about strategy and high-level thinking. Next three sessions will be more detail/ tactically oriented.

5. NetCentered Marketing Overview

6. Net Centered Marketing Overview

7. Net Centered Marketing Overview

8. Why the web is so important It’s where your customers and prospects are:

9. Why the web is so important It’s where the people are:

10. Why the web is so important

11. Where the People Are

14. Why the web is so important More cost effective Mass distribution of your message The web is an equalizer. No longer have to have big media budgets to reach the masses. Less about money, more about discipline and consistency of effort Easy to update content Reduce printing costs Allows you to be responsive to changing market conditions Measurement of success Know what works and eliminate waste

15. Why the web is so important It’s Interactive Human/ Social Interaction More timely & reliable information Various forms of content Video, audio, interactive graphics, documents, etc Business process functionality i.e. online banking, account creation, purchases, etc…

16. Why the web is so important It’s Measurable

17. Why Plan? "If You Don't Know Where You're Going, Any Road Will Get You There“ ~Lewis Carroll

18. Where to begin

19. Where to begin Define your objectives example objectives: 10 leads per month will come from our website as a result of our online marketing efforts Establish a strong brand online, as validated by a 15% overall increase in traffic Obtain top five Google search result rankings for top five industry terms Achieve 500 Facebook fans for your brand page

21. Market Size/Demand

22. Search Volume

23. Competition

25. Identify objectives for your online presence

28. Where can you find them?

29. Helps you figure out your market potential and growth potential

33. Message Develop your value proposition for each audience segment

34. Think About Benefits Features Six cylinders Four cup holders Leather seats Reclining seats On-board GPS Airbags Variety Benefits Powerful Storage Prestige Comfort Convenience Safety Choice

35. Message Action Item: Define your value proposition for each segment. Create your own message matrix.

36. Medium

38. What are these people looking for?

39. What are they interested in?

40. What do they read, watch, or listen to?

41. Can they be approached by a sales person?

42. Can they be mailed, emailed, called?

47. What does the customer need to see to be convinced?

49. Sales Path Action Item: For each segment write down information a customer needs to see to move through the buying funnel and become a customer/client.

50. Content Paths

54. Make sure you have a call to action on every page.

57. Measure activity in online and offline marketing tactics

58. Tie marketing back to the business!

60. Setup Goals to measure your online and offline marketing efforts

62. NetCentered Strategy Outreach/ Traffic Drivers NetCentered Strategy Search Engines Word of Mouth/Viral Traditional Marketing Social / Business Networks News/Blogs Web Content Email RSS Public Website Brand Image / Graphics Brand Message / Content Apps and CMS Web Application Framework Strategy Management Site Content Management Tools Analytic Tools Lead Management Request Processing

64. Represents people looking for what you do

65. Organic Search Results

66. Most trusted listings (70%-80% of clicks)

67. Lowest cost and highest return

69. News sites and industry publications

70. Blogs and directories

71. Product and service reviews

73. Create compelling content, offers, and functionality worthy of spreading

74. Support viral marketing through website

75. Email a friend

77. Shorten message & send to website

78. Integrate performance tracking metrics

79. Unique website tracking URLs

81. Get your message in front of clients/prospects quickly & cost effectively

82. Create segmented lists with personalized messages and content

83. Track delivery, open, and click thru

85. YouTube, Flickr, Facebook, Twitter, Friend Feed, LinkedIn

88. Establishes your image online

89. Builds credibility and professionalism

92. Visible copy critical to search engine visibility strategy

95. Search Engine Optimization tools

97. Built in security, user management, analytics, personalization, and SEO

99. Strategy Management Strategy Management Lead Management Request Processing Analytic Tools Site Content Management Tools

100. Strategy Management Strategy Management Request Processing Site Content Management Tools Analytic Tools Lead Management

101. Strategy Management Strategy Management Contact Us Name* Email * Phone * Comments * Send Reset Site Content Management Tools Analytic Tools Lead Management Request Processing

102. NetCentered Strategy Outreach/ Traffic Drivers NetCentered Strategy Search Engines Word of Mouth/Viral Traditional Marketing Social / Business Networks News/Blogs Web Content Email RSS Public Website Brand Image / Graphics Brand Message / Content Apps and CMS Web Application Framework Strategy Management Site Content Management Tools Analytic Tools Lead Management Request Processing

103. Rules to live by Your website is never, ever done If you can’t update it, get one you can Your homepage is not the only page on your site Be the expert. Claim what you know. Make them care. Talk to them about the benefits, not the features of your product or service. You care about you, they don’t care about you, they care about them.

104. Questions?