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Questions? 888.331.0009 8:30-5:30 ET momentum at dipietro dot biz |
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CLIENT Advanced Network Products, Inc. http://www.anp.com Glenside, PA RESPONSIBILITY - Theme / positioning line development that clearly communicates what service is being sold - ecommerce web site layout & design STRATEGY - see below |
> Close Window Any links will open in a new window. All objectives, strategies and executions developed by DMG. The following are comps; links will not work. Ideas, Layouts & Designs © DiPietro Marketing Group |
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NOTE - "Why Outsource To ANP?" is a video. The still image displayed
is for position only; the actual still would be of the company
President. Ideas, Layout & Design © DiPietro Marketing Group |
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BACKGROUND - Advanced Network Products, Inc., Glenside PA - $1M services firm its clients hire for outsourcing IT networking, security, etc. - wants to double its business within 1 year by generating qualified prospects in an orderly, trackable fashion, and have everything integrated with Salesforce.com for the Sales team to manage. "You are my marketing S.W.A.T. team", said the President SITE COMMUNICATIONS OBJECTIVES (STRATEGIES) 1) Appeal to prospect who is potentially in 1 of the 3 stages of the buying process A - greatest % will be thinking of outsourcing (use video to walk-through outsourcing benefits) B - he may be thinking of switching from another provider (flag this target with the most common reasons for switching via a 'Your Questions Answered' format C - he may be ready to outsource / switch now (strong call to action in the same place on every page; clicking and filling out form send data immediately to Salesforce.com for follow-up) 2) Have a look & feel different from competitors, which have a boxy, formal look (curves; tab; unique color scheme) 3) New theme line that plainly states what ANP does as there tends to be confusion in the marketplace as to exactly what these types of firms do (Remotely Managed IT Services) 4) Position as knowledgeable, industry thought-leader (use terms such as 'Learn More' and 'Learning Center', etc.) 5) Induce trial (offer a guarantee, which is unique in the industry) 6) Build trust (humanize the site by showing real employees wherever possible) MEDIA ADDITIONAL TO WEB SITE MARKETING TOOL 1 - PPC campaigns 2 - Create and test landing pages in conjunction with the PPC campaigns. 3 - Generate ideas for, and write, White Papers to use as lead gen incentives. 4 - Generate ideas for, create and produce custom promotional items to use as lead gen incentives. 5 - Use online PR to a) create awareness, and b) create links pointing in to the site. 6 - Identify relevant online directories to which to submit the site for a) search engine link popularity purposes and b) awareness. 7 - Search directories. 8 - Funnel all leads into client's Salesforce.com account. POSITIONING LINE CREATED BY DMG Remotely Managed IT Services previous line - the company did not have one THE RESULTS Not yet in production |
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