IPM Process Strategic Road Map

The audience for this business is a little search adverse. They purchase from relationships and gather information from trade publications. The business is somewhat new and needs to build their authority in their market. This business needs a website which holds up the creditability and authority goodwill gained from the initial sales contact made by the sales person. Significant ongoing effort should focus on Lead Capturing and Nurturing to build the sales pipeline of the future.

A small amount of Local Presence Building to anchor the sites creditability, Reputation Management to interact with any mentions of the business or opportunities created from prospect’s comments, Organic Content to reinforce authority, and 2-3 press releases per year to build authority. An underlying long-term goal is to build organic search visibility before the older buyers retire and are replaced by generations who are not search adverse.

The audience for this business has an immediate need and turns to local merchants first. They will call the first entries in the new local phonebook, Google.

Top level local listings in Google is a must. This client’s program will favor activities that build local/mobile search. Strong building of their Local Internet Presence will be accompanied by small ongoing efforts in Organic Search, Social Media, and Reputation Management. In this case the website and it’s content is not nearly as important, it must be pleasing and attractive, however the pleasing graphics or well written content will not build local search visibility. Tactics used for this kind of need are based upon citation building within their local community. This program is all about Page 1 Local Search Listings.

Our restaurant example is all about the social buzz created about good food, unique items, and great service. This client needs a good website and some local presence to set a good local/mobile search foundation. Then they need to devote the bulk of their efforts in the direction of Social Media along with a little Reputation Management and Monitoring. Building a list of customers and nurturing them not only builds customer loyalty, it also provides a conduit for nearly free advertising. Restaurants are perfectly suited for building a business with Social Media, however they often miss out on mobile search with nearby traffic, or regular search when someone is planing a party or has been given the task of finding lunch for the office. Build the Local base, go Social, and Nurture.

This client faces extreme levels of competition from a National list of competitors. Page 1 Organic ranking in Google for primary and related search terms are important. This client will need a good graphical web presence to encourage a potential buyer to purchase their high quality pump. A small local presence to help make the operation a real brick and mortar business in Googles eyes, rather than an online reseller. Then it’s all about national search traffic. Strong Organic Optimization with Great Content backed by Social Media. While sump pumps are an immediate need, they are often sourced by a plumber who needs to be nurtured over a longer period of time to carry your brand. The community of plumbers will benefit from seeing ongoing product information and content. Manufactures often have great products and can make use of targeted press release distributions. This business will need to treat the internet as a sales channel and work it hard over a longer period of time to compete. Our program will ensure results