Web Presence Management
Earn the Customers You Can’t Buy
Consumers don’t want to be interrupted by paid ads anymore. They want to learn and communicate on their own terms. That means that marketers who manage their organization’s unpaid online channels like SEO and content marketing are now much more than just technicians or experts in their niche. They’re business leaders in their organizations.
At Conductor, we want to share how our most successful and innovative customers are managing their web presences. These web presence managers are mapping their content to customer personas and stages in the buyer’s journey. With the help of technology, they’re making sure their content is found and effectively engaging. These marketers empower their entire organization by systematically measuring and sharing ROI.
Did You Know?
7 out of 10 marketing executives admit to not being able to show the impact of their marketing spend at all, but CMOs overwhelmingly believe that ROI will be the number one measure of success by 2015.
Did You Know?
68% of marketers (opens in a new tab) recognize the importance of aligning content with the buyer’s journey.
Web Presence Management: Inbound Evolved
Web Presence Management is inbound marketing 2.0.
It’s a system for expanding – not just your market share, but your entire market — by capturing and creating new conversations and customers for your vertical. It’s also a way of managing what you already have more effectively, ensuring that existing content is actually discovered and makes a meaningful contribution to your business.
The Ultimate Guide to WPM
Web Presence Management is inbound marketing 2.0. It’s a system for expanding – not just your market share, but your entire market – by capturing and creating new conversations and customers for your vertical. It’s also a way of managing what you already have more effectively, ensuring that existing content is actually discovered and makes a meaningful contribution to your business. Get Started! Download Conductor’s Ultimate Guide to Web Presence Management to learn more about successfully managing your digital presence.
WPM is the identification and mapping of your core customers, and the continual analysis of what content is discoverable and effective. It is the systematic ability to identify and fill gaps and scale your successes. It is capturing consumers’ imagination on the web, and unifying your inbound team’s intelligence and workflow.
The Inbound Team Evolved: The Web Presence Team
We believe that the future marketing team breaks the silo between creativity and analysis, and inbound marketers can work together even if they’re not in the same room: sharing metrics, insight, and ideas in collaborative digital workspaces. Rather than separate the search, social, content and analysis teams, we believe the most successful companies will pull their inbound marketers together into a web presence team.
There are five basic questions that guide the Web Presence Management team’s mindset:
- What are my customers’ personas?
- What content do I need to improve?
- What content do I need to create?
- How do I continually measure and improve my content?
- How do I create WPM collaboration and accountability?