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iMCCmarketing Online Business Strategy & Services Copyright © iMcCMarketing Assessing your Digital Sales & Marketing Opportunity Page 1 What is the Online Business Opportunity Professional & Client Services Organizations? What is the Online Business Opportunity for Professional & Client Services Organizations? “How/why should my company be using the latest online sales & marketing tools/channels to benefit my client based business?” 4 Exploratory Slides Andy McCartney Founder iMCCmarketing, LLC US UK:
iMCCmarketing Online Business Strategy & Services Copyright © iMcCMarketing Assessing your Digital Sales & Marketing Opportunity Why Now? Market Shift & Business Significance? 1.Latest phase of the ‘Online Communications Revolution’ is underway. Many new online business tools, channels, networks and practices are emerging. Companies are trying to ascertain which (if any) to leverage & how to benefit from them. 2.Major market shift as online sales, marketing & PR channels are converging - which opens up significant opportunities for impacting top-line increases (e.g. # clients, conversion %, LTV) & bottom-line efficiencies (e.g. sales cost per lead/client, ROI, overall marketing spend). 3.Implementing effective digital sales & marketing practices can transform your ability to drive your brand/reputation, to acquire clients, to boost your referrals model, and to leapfrog competition (via perception then reality). 4.It is now possible to automate many digital activities (e.g. lead capture/nurturing), which enables more output from your current sales & marketing team/budget. 5.You MUST approach opportunity from ‘top down’, starting with strategy with an understanding & alignment of business variables including: –Company mission, competition, differentiation, sales process, budget, skills & market opportunity –Prospects & customers. Online habits. How to augment referrals with low cost / high impact tactics. –Tactics?? What are my options for digital tactics to modernize my sales & marketing functions?... Let’s take a look at tactics Then & Now #1
iMCCmarketing Online Business Strategy & Services Copyright © iMcCMarketing Assessing your Digital Sales & Marketing Opportunity PR & Client Acquisition Tactics - THEN (Pre Internet) 2. Referrals (face2face, phone) Prospects & Target Markets Owner/Sales 3. Traditional Advertising Service Provider Customer Advocacy Success Story Brochures Client References BrandAwareness LeadGeneration Close 1. PR & Events ProspectingClose TV, Print, Radio, Billboards Mailers, Yellow Pages Chambers of Commerce B2B B2C #2
iMCCmarketing Online Business Strategy & Services Copyright © iMcCMarketing Assessing your Digital Sales & Marketing Opportunity PR & Client Acquisition – NOW (tactics include …) Prospects & Target Markets Owner/Sales Close Website Website Promotional & Transactional. Designed for Conversion. Fully SEO optimized Comprehensive Analytics Word of Mouth & Community Marketing (B2B and B2C options) Lead Services Service Provider Customer Advocacy via client and provider content on multiple channels e.g. Referrals, Blogs, Tweets, Articles, Reviews #4 Advertising: Trad. & Online, Sponsorships Thought Leadership Plan for On + Offline Activities Search Marketing. Paid / Organic /Text/Social Push Marketing. Automated Lead Tools & Practices B2B B2C Referrals Live & Recorded Events/Content Blogs Forums Enable clients to spread (advocate) the word Lead Capture & Conversion System
iMCCmarketing Online Business Strategy & Services Copyright © iMcCMarketing Assessing your Digital Sales & Marketing Opportunity What Next ? Explore your Opportunity Discovery & exploration meeting with Andy McCartney & your company –Andy is a 25 year marketing/analytics guru, now a ‘digital management consultant’. –Meeting goal is to attain high level understanding of your market opportunity. –May or may not lead to services below based on initial assessment. Service #1: Fully Assess Your Market Opportunity –Review business strategy, differentiators, customers, sales process & competition –Analyze status & ‘digital maturity’ of your market segment. Identify market portals, forums. –Analyze & assess competitors’ strategies & online tactics. Rate social network activity. –Analyze your client/prospect’s habits & tendencies to research/interact online Deliverable = PDF Report Time = 1 week Turnaround Service #2: Determine Your Optimal Digital Strategy & Tactical Mix –Review all digital sales & marketing options based on market opportunity, select custom subset –Review all variables that affect your company’s ability to execute, budget, skills etc –Create initial draft of strategy & tactical mix, review with execs + sales/marketing –Deliverable is a custom roadmap with recommended online tactical mix, plus step by step instructions on how to implement. Includes best practices & metrics to measure/progress. Deliverable = PDF Report Time = 2 week Turnaround Andy McCartney #5
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