Hitchhikers Guide to Web Marketing

Hitchhikers Guide to Web Marketing : 

Hitchhikers Guide to Web Marketing Lessons and Perspectives From My Years On The Road

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The "danger" of hitchhiking resides in having your eyes opened - in discovering the world as it really is.

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1999 2003 2006

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Three Guiding Principles of Web Marketing

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Your Comprehensive Marketing Strategy Matters

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Marketing Strategy

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If your Marketing Strategy is flawed or non-existent, your Web Marketing strategy will also be flawed or non-existent.

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A Closer Look at the Web

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1,596,270,108

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400,000,000 260,000,000,000 per day

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28,000,000 per day

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1,000,000,000 per day

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Google : 10.936 billionYahoo : 2.445 billionMicrosoft : 1.582 billionAsk : 286 millionAOL : 149 million

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Network Box 6.8% urls accessed by businesses – to Facebook 10 % business internet bandwidth - YouTube

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It’s worth getting your web marketing right.

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Design Web Marketing is NOT about….

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My website needs to be prettier. Arghhh

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Logo Tagline here This is where your menu system goes This is where your copy goes. Interesting picture Promotional Stuff or Links

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CONTENT Web Marketing IS about….

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Guiding Principles Review : 

Guiding Principles Review Get your Marketing Strategy right… you’ll get your web marketing right. The Web is a marketing medium that is huge… and growing. So do it right. Web is not a Design medium… it’s a content medium.

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A Feel For The Road

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“The real voyage of discovery consists not in seeking new landscapes but in having new eyes.” Marcel Proust

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Prospect Attention >> Permission >> Influence >> Intimacy

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Prospect Attention >> Permission >> Influence >> Intimacy Website CONTENT

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Attention >> Permission >> Influence >> Intimacy Prospect Website CONTENT

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Prospect Attention >> Permission >> Influence >> Intimacy ENGINEERED Touchpoints

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Prospect Attention >> Permission >> Influence >> Intimacy ENGINEERED SEO Search Engines Touchpoints Directories Keywords Code

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ENGINEERED Prospect Attention >> Permission >> Influence >> Intimacy PAID Touchpoints Website CONTENT

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Prospect Attention >> Permission >> Influence >> Intimacy PAID Touchpoints Website CONTENT Sponsorships

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ENGINEERED PAID

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“Yay! We’ve got our web marketing looked after.”

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2010

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Prospect Attention >> Permission >> Influence >> Intimacy PAID ENGINEERED EARNED Touchpoints Touchpoints Website CONTENT Authority Sites

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“You have to read this!”

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Prospect Attention >> Permission >> Influence >> Intimacy PAID ENGINEERED EARNED Touchpoints Touchpoints Website CONTENT

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Fill the gaps

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Prospect Attention >> Permission >> Influence >> Intimacy PAID ENGINEERED EARNED Touchpoints Touchpoints You Must Become A MEDIA COMPANY

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MEDIA COMPANIES DELIVER CONTENT

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TV?

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Prospect Attention >> Permission >> Influence >> Intimacy PAID ENGINEERED EARNED Touchpoints Touchpoints MEDIA COMPANY

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Prospect Attention >> Permission >> Influence >> Intimacy PAID ENGINEERED EARNED Touchpoints Touchpoints Programmed Informational Educational CONTENT Static Marketing CONTENT Interactive Engagement CONTENT

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Prospect Attention >> Permission >> Influence >> Intimacy PAID ENGINEERED EARNED Touchpoints Touchpoints Static Marketing CONTENT

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Prospect Attention >> Permission >> Influence >> Intimacy PAID ENGINEERED EARNED Touchpoints Touchpoints Programmed Informational Educational CONTENT

Programmed Content : 

Programmed Content Blog Podcast V-Log ( Video) Articles Livecast Screencasts Newsletters White papers Case studies Educational Series Webinars Teleseminars

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Blogs Webinars Video Case Studies

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Prospect Attention >> Permission >> Influence >> Intimacy PAID ENGINEERED EARNED Touchpoints Touchpoints Programmed Informational Educational CONTENT PROBLEM PREDICAMENT PAIN NEED DESIRE Help Them Fix It

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Prospect Attention >> Permission >> Influence >> Intimacy PAID ENGINEERED EARNED Touchpoints Touchpoints Programmed Informational Educational CONTENT

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Prospect Attention >> Permission >> Influence >> Intimacy PAID ENGINEERED EARNED Touchpoints Touchpoints Programmed Informational Educational CONTENT Static Marketing CONTENT

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Prospect Attention >> Permission >> Influence >> Intimacy PAID ENGINEERED EARNED Touchpoints Touchpoints Programmed Informational Educational CONTENT Static Marketing CONTENT

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Prospect Attention >> Permission >> Influence >> Intimacy PAID ENGINEERED EARNED Touchpoints Touchpoints Interactive Engagement CONTENT Social Media

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Prospect Attention >> Permission >> Influence >> Intimacy PAID ENGINEERED EARNED Touchpoints Touchpoints Interactive Engagement CONTENT Social media is the production, consumption and exchange of information through online social interactions and platforms.

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Prospect Attention >> Permission >> Influence >> Intimacy PAID ENGINEERED EARNED Touchpoints Touchpoints Interactive Engagement CONTENT

The Numbers : 

The Numbers 400 Million 60 Million 75 Million

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Prospect Attention >> Permission >> Influence >> Intimacy PAID ENGINEERED EARNED Touchpoints Touchpoints Interactive Engagement CONTENT Social validation, or social proofing, is a psychological phenomenon that occurs in ambiguous situations when people do not have enough information to make opinions independently, and instead look for external clues like popularity & trust.

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Interactive Engagement CONTENT Social Media is Important Disclaimer: Homer Simpson is NOT a rocket scientist!

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The Letterman Law of Engagement

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Prospect Attention >> Permission >> Influence >> Intimacy PAID ENGINEERED EARNED Touchpoints Touchpoints Programmed Informational Educational CONTENT Static Marketing CONTENT Interactive Engagement CONTENT

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Prospect Attention >> Permission >> Influence >> Intimacy PAID ENGINEERED EARNED Touchpoints Touchpoints Programmed Informational Educational CONTENT Static Marketing CONTENT Interactive Engagement CONTENT

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Lessons Learned Along The Way

Lesson #1 : 

Lesson #1 Your static marketing content site is NOT a desired destination. Don’t assume it. Unless there is something compelling, valuable, educational, informational or interactive to direct them to, prospects won’t return.

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Lesson #2 You can’t possibly embrace every web marketing opportunity, so the best ones to take are the ones that best accomplish the strategic results you need. Get your strategy right.

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Lesson #3 Some areas of this crazy internet thing demand expert help and assistance. Don’t try to do it alone.

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Lesson #4 Don’t assume that you have to offload all of your web marketing. There are significant areas you should hold, and tightly.

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Lesson #5 What worked last year will not always work this year. Don’t rest on your laurels. Keep evolving and growing.

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Lesson #6 Quit selling and pitching. Start educating, engaging and listening. That’s on your FaceBook, Twitter and LinkedIn accounts too.

Lesson #7 : 

Lesson #7 Get real. Be human. The nameless, faceless “corp” does not serve you well. You are not your building or your rack. You and your people need to be the stars!

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Unexpected Discoveries & Serendipitous Delights

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Content is an Enduring Marketing Asset

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People, even business people, love to do business with those they know, like and trust!

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The opportunity is immense. The possibilities keep coming.

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Try not.  Do or do not.  There is no try.  ~Yoda What Now?

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Prospect Attention >> Permission >> Influence >> Intimacy PAID ENGINEERED Touchpoints Static Marketing CONTENT Make sure this is working.

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Adopt your new marketing agenda… Become A MEDIA COMPANY

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Prospect Attention >> Permission >> Influence >> Intimacy PAID ENGINEERED EARNED Touchpoints Touchpoints Programmed Informational Educational CONTENT Interactive Engagement CONTENT Add ONLY 1 of Each

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Programmed Informational Educational CONTENT Interactive Engagement CONTENT Once a Month 2-3 times per week

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Prospect Attention >> Permission >> Influence >> Intimacy PAID ENGINEERED EARNED Touchpoints Touchpoints Programmed Informational Educational CONTENT Static Marketing CONTENT Interactive Engagement CONTENT

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"Hitchhiking is as much waiting as it is moving, but each is important. The waiting taught me about myself, and the moving taught me about the world. I am nothing without both. --Morgan Salman"

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Email: tom@flourishpress.com Blog: tomadams.com Twitter.com/TomAdams