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Time to transform your marketing

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  • 1. IT’S TIME TO!TRANSFORM!YOUR MARKETING.
  • 2. trans·for·ma·tion -noun" " A change or alteration, " especially a radical one."2! SOURCE: WORLD ENGLISH DICTIONARY!
  • 3. “ …the Internet has turned what used to be a controlled, one-way message into " a real-time dialogue with millions. ! DANIELLE SACKS! THE FUTURE OF ADVERTISING! FAST COMPANY, NOVEMBER 17, 2010!3!
  • 4. 79% " of adult Americans use the Internet.4!4! SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010
  • 5. 78% " of Internet users conduct product research online.5! SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010
  • 6. 10.3 Billion! searches are conducted " every month on Google.!6! SOURCE: COMSCORE, AUGUST 2010
  • 7. The average US Internet user" 2,750! views" web pages per month.7! SOURCE: THE NIELSEN COMPANY, JANUARY 2011
  • 8. 1/3 of US consumers spend " three or more hours ! online every day.!8! SOURCE: THE MEDIA AUDIT, OCTOBER 2010
  • 9. 24% " of adults have posted comments " or reviews online about the things they buy.!9! SOURCE: ONLINE PRODUCT RESEARCH, SEPTEMBER 29, 2010
  • 10. Your customers are relying more & more onsocial. 9 out of 10! 9 out of 10 Internet users visited " a social networking site each month in 2010.!10! SOURCE: COMSCORE, FEBRUARY 2011
  • 11. 1 out of every 8 " minutes online " is spent on Facebook.!11! SOURCE: COMSCORE, FEBRUARY 2011
  • 12. Twitter’s active ! user base generates! 90 Million tweets per day.!12! SOURCE: RJMETRICS, JANUARY 2010
  • 13. More than half " of all Internet users " read blogs at least monthly.!13! SOURCE: EMARKETER, AUGUST 2010
  • 14. US Internet users spend " 3x more minutes on blogs " & social networks " than on email.! = 1 MINUTE SOCIAL NETWORKS/BLOGS ONLINE ! EMAIL PORTALS VIDEOS/MOVIES GAMES14! SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010
  • 15. 40% " of Facebook’s " user base is " age 35+.!15! SOURCE: ISTRATEGY LABS, JANUARY 2010
  • 16. 64% " of Facebook " users have " become “fans” " of at least " one company.!16! SOURCE: EXACTTARGET, 2011
  • 17. Web-based email usage " is on! the dec line. 28%! 22%! AGE 12-17 AGE 18-24 AGE 25-34 AGE 35-44 AGE 45-54 -1%! AGE 55-64 AGE 65+ -8%! -12%! -18%! (% CHANGE, DECEMBER 2009 – DECEMBER 2010) -59%!17! SOURCE: COMSCORE, DECEMBER 2010
  • 18. “ Search engines, blogging & other Internet trends have fundamentally transformed " the way people & businesses purchase products, " but most small businesses still use outdated " & inefficient marketing methods—like print advertising, telemarketing & trade shows" —that people increasingly find intrusive " & screen out."! BRIAN HALLIGAN! CO-FOUNDER & CEO! HUBSPOT!18!
  • 19. 70 %" of t rch users " aid.! he links sea anic—not p click on are org19! SOURCE: MARKETING SHERPA, FEBRUARY 6, 2007
  • 20. 78% ! of business people " use their mobile device " to check email.!20!20! SOURCE: AT&T, MARCH 2011
  • 21. 40%! of US smartphone owners compare prices " on their mobile device while in-store, " shopping for an item.!21! SOURCE: COMSCORE, JANUARY 2011
  • 22. 1 in 5! US adult mobile phone owners " have used their device! to make a purchase " in the past month.!22! SOURCE: MOBILE MARKETING ASSOCIATION & LUTH RESEARCH, MAY 2010
  • 23. 40% ! of US households have a DVR.!23! SOURCE: LEICHTMAN RESEARCH GROUP, INC., SEPTEMBER, 2010
  • 24. 200 Million! Americans have registered on the Federal Trade Commission’s " “Do Not Call” list.!24! SOURCE: FTC, JULY 2010
  • 25. 46%.! The decline in spending " on tech trade shows in 2009.!25! SOURCE: TRADESHOW EXHIBITORS ASSOCIATION, MARCH 2009
  • 26. 91%! of email users have " unsubscribed " from a company email " they previously opted-in to.!26! SOURCE: EXACTTARGET, , 2011
  • 27. 84%! of 25-34 year-olds have left " a favorite website because of " intrusive or irrelevant advertising.!27! SOURCE: HOWTO.TV, APRIL 2008
  • 28. “ Audiences everywhere are tough. They don’t have time to be bored or brow beaten by orthodox, " old-fashioned advertising. We need to stop interrupting what people are interested in &" be what people " are interested in.” ! CRAIG DAVIS! CHIEF CREATIVE OFFICER, WORLDWIDE! J. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY)!28!
  • 29. new –adjective" " Markedly different from what was before; changed, especially for the better."29! SOURCE: WORLD ENGLISH DICTIONARY!
  • 30. This is your new business card.!30!
  • 31. This " OUTBOUND! is " your " new " marketing " mix.! INBOUND!31!
  • 32. Be helpful.! Helpful is the new viral.! ask yourself how you can be of service to Helpful! your current and potential customers. What problems can you solve? What questions Relevant! can you answer? What knowledge can you share? Remarkable! Read more: http://blog.hubspot.com/blog/ Frequent! tabid/6307/bid/10291/Helpful-is-the-New- Viral.aspx#ixzz1GsSghdGN32! 32!
  • 33. Generous ! is the ! new ! cautious ! & controlled.!33!
  • 34. Remarkable is the new ‘business as usual.’34!
  • 35. Link love is the new ad buy.35!
  • 36. Targeted landing pages & clear calls to action " are the new ‘visit my homepage’.!36!
  • 37. Keywords are the new neon signs.37!
  • 38. 38!
  • 39. “ If you don’t like change, " you’re going to like " irrelevancy even less.”! GENERAL ERIC SHINSEKII, 2003!39!
  • 40. in·bound mar·ket·ing" -noun" Any marketing tactic that relies " on earning people’s interest " instead of buying it; " a.k.a. the key to marketing " transformation."40! SOURCE: WIKIPEDIA!
  • 41. Inbound marketing " in a nutshell.! 1: GET FOUND ONLINE 3: ANALYZE & IMPROVE 2: CONVERT VISITORS & LEADS41!
  • 42. More than 1/3 of US companies " use blogs for marketing purposes.!42! SOURCE: UM, OCTOBER 2010
  • 43. Companies that blog get " 55% more website visitors.!43! SOURCE: HUBSPOT, 2010
  • 44. Inbound marketing costs 62% less " per lead than traditional, outbound marketing.! AVG COST/LEAD: $373! AVG COST/LEAD: $143! OUTBOUND! INBOUND !44! SOURCE: HUBSPOT, 2011
  • 45. 67% o f B2C and 4 have 1% o comp acqu f B2B c anies ired ompa " throu a custo nies! gh Fa mer cebo " ok.!45! SOURCE: HUBSPOT, 2011
  • 46. 47! SOURCE: HUBSPOT, 2011
  • 47. 2/3 " of marketers say their company blog " is “critical” or “important” " to their business.!48! SOURCE: HUBSPOT, 2011!
  • 48. The number " of marketers " who say ! Facebook " is “critical” " or “important”" to their business " has increased 83%! in just two years.!49! SOURCE: HUBSPOT, 2011!
  • 49. 51% " of Facebook fans " are more likely to buy" the brands they fan.!50! SOURCE: CHADWICK MARTIN BAILEY & IMODERATE RESEARCH TECHNOLOGIES, FEBRUARY 2010
  • 50. 79% " of Twitter followers" are more likely " to recommend " the brands they follow.!51! SOURCE: CHADWICK MARTIN BAILEY & IMODERATE RESEARCH TECHNOLOGIES, FEBRUARY 2010
  • 51. The average budget spent on company blogs " & social media has nearly doubled in two years.! 2009 $! $!$!$!$!$!$! $! $! 2011 $! $!$!$!$!$!$! $!$!$!$!$!$!$! ! $! $! $ $!= 1% OF ANNUAL MARKETING BUDGET52! SOURCE: HUBSPOT, 2011! !
  • 52. “ What we really need is " a mindset shift that will make us relevant to today’s consumers, " a mindset shift from " ‘telling & selling’ " to building relationships.”! JIM STENGEL! FORMER GLOBAL MARKETING OFFICER " FOR PROCTER & GAMBLE!53!
  • 53. how·to –noun" " A set of step-by-step instructions for accomplishing a certain task or reaching a certain objective."54! SOURCE: RANDOM HOUSE DICTIONARY!
  • 54. 1 Make " stuff " people " want. ! •  EDUCATIONAL EBOOKS! •  HOW-TO VIDEOS! •  ONLINE CALCULATORS! •  PLANNING TOOLS! •  ANSWERS TO COMMON QUESTIONS!55!
  • 55. •  THE MORE YOU GIVE, THE MORE " YOU GET! 2 Be ! generous.! •  BUILD TRUST, CREDIBILITY, " & GOOD WILL! •  INCREASE # " OF PAGES" & INBOUND LINKS!56!
  • 56. 3 Rock " •  HTTP://WWW.HUBSPOT.COM/INTERNET- MARKETING-TIPS/DETAILED-KEYWORD- your " TIPS/! keywords.! •  HTTP://WEBSITEGRADER.COM/57!
  • 57. 4 Give " great " directions.! •  RELEVANT LANDING PAGES! •  CLEAR CALLS TO ACTION! •  COMPELLING OFFERS!58!
  • 58. 5 Invest " wisely.! “IF IT DON’T MAKE DOLLARS, IT DON’T MAKE SENSE.”59!
  • 59. “ It no longer makes economic sense to send an advertising message to the many, in hopes " of persuading the few.! M. LAWRENCE LIGHT" FORMER CHIEF MARKETING OFFICER! MCDONALDS!60!
  • 60. Amen.!61!

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