1. Web Marketing Plans
NOW
Presented by:
Tony Wright
CEO of WrightIMC
@tonynwright

2. The old way of creating
Marketing Plans
• Discover your target audience
• Distribution Channels
• Select your media – both earned and
unearned
• Get Creative – make something flashy
• Execute, sit back, and wait

3. Five Years Ago Marketing Plan
• Go to MySpace
• Get a MySpace account
• Buy some Adwords
• Think about ways to improve your site
– but don’t execute any of those ideas
– We were worried about the home page
– SEO? That’s snake oil
– Maybe we’ll buy some banners?

4. NOW YOUR WEBSITE
SHOULD BE THE
CENTER OF YOUR
MARKETING UNIVERSE!

5. Your Website is the only
piece of the marketing puzzle
YOU completely control
• You decide when and what to publish
• You decide the platform
• You decide the look and feel
• You decide the budget

6. All peripheral media should
work to drive visitors to one
of two places
• Your Website
– 92% of Marketing dollars are spent on
driving traffic, 8% is spent on doing
something with that traffic – this is
wrong.*
– There is no gravity online to push
customers through the funnel. Conversion
Rate Optimization can produce Gravity*
– *From Jeffrey Eisenberg’s Keynote Speech at Pubcon Austin, 2010

7. All peripheral media should
work to drive visitors to one
of two places (cont.)
• The Phone
– It still works
– Some people just gotta talk, especially on
big ticket or big decision items.
– Call tracking platforms greatly increase
attribution and accountability

8. OOOH, Something Shiny!
• Keep the strategy that EVERYTHING –
print, television, radio, online, is going
to point customers to your Website.
Don’t get suckered into going for shiny
objects!
– Conversations should happn On your
Website where you control the process
– Never use your marketing dollars to
promote someone else’s site (unless you
are in pharma)

9. Channel Distribution
• Brick and Mortar still sells, but drive
the customer back to your Website to
increase the value of the sale
– QR codes, offers, coupons, additional
information are all good ways to get the
customer to interact with you
– Catalogs still work,but use the same rules
for Brick and Mortar
– Online is where you make the most money
– and if done right, where you can make
the most sales for the most products and
services.

10. Content Strategies
• Just because you drive your traffice to
your Website doesn’t mean that your
only presence
– Social listening and keyword mining can
give you the data to know how to write to
your audience, and what they are
interested in.
• This also works for determining where
to spend you ad dollars
• It also works to find links for SEO

11. Content Strategies (cont.)
• Get to know your community.
Participate. Engage
– This creates a syndication network you
can enhance
• Thought leadership and helpfulness go
a long way toward attracting and
maintaining customers
– Where is your audience? Be there.

12. Content Strategies (Cont.)
• Check your analytics and referrers
• Don’t be afraid to ask your audience
where they go.
• It’s ok to not be first, don’t jump on
every trend. Let it play out.

13. Reach and Frequency
• Content is King, but the size of the
kingdom depends upon distribution
– Is your content portable? Can it live
outside your ecosystem and not cause
duplicate content issues? Does it matter if
it does?
– Will people want to link to your content?
– Where can you go to get people interested
in your content?
– Does your paid advertising support your
content, or is it the other way around?

14. Thank you for time
Tony Wright
CEO/Founder
WrightIMC
tony.wright@wrightimc.com
@tonynwright
972-215-7167