IT‘S TIME TOTRANSF RMYOUR MARKETING.
trans·for·ma·tion    -noun    A change or alteration,    especially a radical one.2                     SOURCE: WORLD ENGL...
…the Internet has turned what    used to be a controlled, one-way    message into    a real-time dialogue    with millions...
44    79%   of adult Americans use the Internet.             SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010
78%    of Internet users conduct product research online.5                 SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, M...
10.3 Billion                 searches are conducted                                 every month on Google.6           SOUR...
The average US Internet user    views         2,750  web pages per month.7                       SOURCE: THE NIELSEN COMPA...
of US consumers spend    1/3   three or more hours          online every day.8               SOURCE: THE MEDIA AUDIT, OCTO...
24%    of adults have posted comments    or reviews online about the things    they buy.9           SOURCE: ONLINE PRODUCT...
Your customers are relying more & moreon social. 9 out of 10     9 out of 10 Internet users visited     a social networkin...
1 out of every 8        minutes online        is spent on Facebook.11   SOURCE: COMSCORE, FEBRUARY 2011
Twitter‘s active                                  user base generates                                90 Million           ...
More than half     of all Internet users     read blogs at least monthly.13                  SOURCE: EMARKETER, AUGUST 2010
US Internet users spend         3x more        minutes on blogs                        & social networks                  ...
40%     of Facebook‘s     user base is     age 35+.15                   SOURCE: ISTRATEGY LABS, JANUARY 2010
64%     of Facebook     users have     become ―fans‖     of at least     one company.16                   SOURCE: EXACTTAR...
Web-based email usage     is on           the                                                                             ...
Search engines, blogging &     other Internet trends have     fundamentally transformed     the way people & businesses   ...
19   SOURCE: MARKETING SHERPA, FEBRUARY 6, 2007
78%     of business people     use their mobile device     to check email.2020                     SOURCE: AT&T, MARCH 2011
of US smartphone owners compare prices     40%   on their mobile device while in-store,           shopping for an item.21 ...
1 in 5     US adult mobile phone owners     have used their device     to make a purchase     in the past month.22        ...
40%                                        of US households have a DVR.23   SOURCE: LEICHTMAN RESEARCH GROUP, INC., SEPTEM...
200 Million     Americans have registered on the Federal Trade Commission‘s     ―Do Not Call‖ list.24                     ...
46%.     The decline in spending     on tech trade shows in 2009.25                  SOURCE: TRADESHOW EXHIBITORS ASSOCIAT...
91%                         of email users have                         unsubscribed                         from a compan...
of 25-34 year-olds have left     84%   a favorite website because of           intrusive or irrelevant advertising.27     ...
Audiences everywhere are     tough. They don‘t have time to     be bored or brow beaten by     orthodox,     old-fashioned...
new     –adjective     Markedly different from     what was before;     changed, especially for the     better.29         ...
This is your new business card.30
This                  OUTBOUND     is     your     new     marketing     mix.                 INBOUND31
Be helpful.      Helpful is the new viral.                     ask yourself how you can be of service to     Helpful      ...
Generous            is the              new         cautious     & controlled.33
Remarkable is the new     ‗business as usual.‘34
Link love is the new ad buy.35
Targeted landing pages & clear calls to action     are the new ‘visit my homepage’.36
Keywords are the new neon signs.37
38
If you don‘t like change,     you‘re going to like     irrelevancy even less.‖     GENERAL ERIC SHINSEKII, 200339
in·bound mar·ket·ing     -noun     Any marketing tactic that relies     on earning people‘s interest     instead of buying...
Inbound marketing     in a nutshell.                                   1: GET FOUND ONLINE     3: ANALYZE & IMPROVE       ...
More than 1/3 of US companies     use blogs for marketing purposes.42                     SOURCE: UM, OCTOBER 2010
Companies that blog get     55% more     website visitors.43                             SOURCE: HUBSPOT, 2010
Inbound marketing costs                       62% less     per lead than traditional, outbound marketing.                 ...
45   SOURCE: HUBSPOT, 2011
57%     of businesses have     acquired a customer     through their     company blog.46                    SOURCE: HUBSPO...
47   SOURCE: HUBSPOT, 2011
2/3     of marketers say     their company blog     is “critical” or     “important”     to their business.48             ...
The number                                  of marketers                                       who say                    ...
51%     of Facebook fans     are more likely to buy     the brands they fan.50         SOURCE: CHADWICK MARTIN BAILEY & IM...
of Twitter followers                                                                    79%                               ...
The average budget spent on company blogs     & social media has nearly doubled in two years.         2009                ...
What we really need is     a mindset shift that will make us     relevant to today‘s consumers,     a mindset shift from  ...
how·to     –noun     A set of step-by-step instructions     for accomplishing a certain task     or reaching a certain obj...
1   Make         stuff         people         want.         • EDUCATIONAL EBOOKS         • HOW-TO VIDEOS         • ONLINE ...
• THE MORE YOU                     GIVE, THE MORE                     YOU GET     2   Be         generous.                ...
Rock        •                 HTTP://WWW.HUBSPOT.COM/INTERNET-     your        MARKETING-TIPS/DETAILED-KEYWORD-           ...
4   Give         great         directions.                       • RELEVANT LANDING PAGES                       • CLEAR CA...
5   Invest         wisely.                   ―IF IT DON‘T MAKE DOLLARS, IT DON‘T MAKE SENSE.‖59
It no longer makes     economic sense to send     an advertising message     to the many, in hopes     of persuading the f...
Amen.61
MARKETING     TRANSFORMATION     WEEK      April 4-8, 2011     5 days. 50 prizes. 500 tips.     Learn, win, transform!    ...
IMAGE CREDITS.     HubSpot gratefully acknowledges the following photographers for sharing their original works via flickr...
ABOUT HUBSPOT.     HubSpot is an all-in-one marketing software     platform for small and medium-sized businesses.     4,0...
Marketing Transformation Success Stories: Episode 1, Jammin With You
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  • = ENTREPRENEURS WANTED =

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  • http://pewinternet.org/Static-Pages/Trend-Data/Online-Activites-Total.aspxImage http://www.flickr.com/photos/pimboula/By PIMboula
  • http://pewinternet.org/Static-Pages/Trend-Data/Online-Activites-Total.aspxImage http://www.flickr.com/photos/mezdeathhead/By Mez Love
  • Image: http://www.flickr.com/photos/st3f4n/By Stéfanhttp://www.comscore.com/Press_Events/Press_Releases/2010/9/comScore_Releases_August_2010_U.S._Search_Engine_RankingscomScore Explicit Core Search Share Report*August 2010 vs. July 2010 Total U.S. – Home/Work/University LocationsSource: comScoreqSearch
  • Image: http://www.flickr.com/photos/darrenhester/by Darrren Hesterhttp://totalaccess.emarketer.com/Chart.aspx?R=106042&amp;dsNav=Ro:0,N:1064Chart Title: Average Web Usage Among US Internet Users, Jan 2011 Publication Date: February 11, 2011Topics:Internet UsageGeographies: North America&gt; United StatesSources: The Nielsen Company
  • Image http://www.flickr.com/photos/nicholasjon/10039285/sizes/o/By nicholasjonhttp://totalaccess.emarketer.com/Chart.aspx?R=105978&amp;dsNav=Ro:8,N:1064Chart Title: Time Spent per Day on the Internet According to US Consumers, Oct 2010 (% of respondents) Publication Date: January 12, 2011Topics:Internet UsageGeographies: North America&gt; United StatesSources: The Media Audit
  • Image by http://www.flickr.com/photos/guspim/By Gustavo Pimentahttp://totalaccess.emarketer.com/Chart.aspx?R=102205Source: Online Product ResearchSep 29, 2010
  • http://www.clickz.com/clickz/news/2025027/email-usage-plummets-teens-mobile-social-networking
  • http://comscore.com/index.php//Press_Events/Press_Releases/2011/2/comScore_Releases_The_2010_U.S._Digital_Year_in_Review
  • Image by http://www.flickr.com/photos/tofsrud/By etgeek (Eric)&apos;http://www.pamorama.net/wp-content/uploads/2010/12/a-year-of-twitter.pngBut which exact source stated this???
  • Image http://www.flickr.com/photos/delphwynd/4793880149/sizes/l/By delphwyndhttp://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:102385Chart Title: Internet Users in the US and Worldwide Who Read Blogs, 2008-2010 (% of respondents) Publication Date: October 1, 2010Topics:BlogsGeographies: North America&gt; United StatesWorldwideSources: UM
  • http://totalaccess.emarketer.com/Chart.aspx?R=105504&amp;dsNav=Ro:9,N:1064Chart Title: Top 5 Online Activities of US Internet Users, Ranked by Minutes Spent and Share of Time Spent Online, Nov 2010 (billions and % of total) Publication Date: January 11, 2011Topics:Internet UsageMedia ConsumptionSocial Network UsersGeographies: North America&gt; United StatesSources: The Nielsen Company
  • Image http://www.flickr.com/photos/delphwynd/5502271717/sizes/l/By delphwyndhttp://www.istrategylabs.com/2010/01/facebook-demographics-and-statistics-report-2010-145-growth-in-1-year/
  • Image by http://www.flickr.com/photos/design-dog/IAN RANSLEY DESIGN + ILLUSTRATION&apos;http://www.pamorama.net/wp-content/uploads/2010/12/facebook-statistics.jpg
  • http://comscore.com/index.php//Press_Events/Press_Releases/2011/2/comScore_Releases_The_2010_U.S._Digital_Year_in_Review
  • RESEARCH DATA: How B-to-B Buyers Use Search (Google Surprise, Plus 28 Tables &amp; Charts) Feb 06, 2007http://www.marketingsherpa.com/content/?q=node/2568
  • http://www.att.com/Common/merger/files/pdf/smallbiz/survey_data.pdf
  • http://totalaccess.emarketer.com/Chart.aspx?R=106680&amp;dsNav=Ro:4,Nrc:id-1050|id-1046,N:1046-911&amp;xsrc=TopicsPanelChart Title: Mobile Shopping Activities of US Smartphone Users, Jan 2011 (% of respondents) Publication Date: February 17, 2011Topics:M-CommerceSmartphonesGeographies: North America&gt; United StatesSources: comScore Inc.
  • Image http://www.flickr.com/photos/masochismtango/2863696852/sizes/o/By masochismtangohttp://totalaccess.emarketer.com/Chart.aspx?R=106680&amp;dsNav=Ro:4,Nrc:id-1050|id-1046,N:1046-911&amp;xsrc=TopicsPanelChart Title: Mobile Shopping Activities of US Smartphone Users, Jan 2011 (% of respondents) Publication Date: February 17, 2011Topics:M-CommerceSmartphonesGeographies: North America&gt; United StatesSources: comScore Inc.
  • Image: http://www.flickr.com/photos/abbyladybug/By abbyladybughttp://www.leichtmanresearch.com/press/092710release.htmlOn-Demand TV 2010: A Nationwide Study on VOD and DVRs. Leichtman Research Group, Inc.
  • Image http://www.flickr.com/photos/tylerdurden/By tylerdurden1http://www.wired.com/epicenter/2010/07/do-not-call-list-tops-200-million-some-scammers-still-ignore-it/http://www.ftc.gov/opa/2010/07/dnc.shtm
  • Image: http://www.flickr.com/photos/celinet/By celinenadeauhttp://www.tsea.org/pressroomdoc_13
  • http://www.exacttarget.com/resources/SFF8.pdfhttp://www.flickr.com/photos/inoxkrow/150080109/sizes/z/Image by iNkMan_
  • http://www.netimperative.com/news/2008/july/2/online-ad-avoidance-2018reaches-record-high2019 HowTo.tv April 2008Image http://www.flickr.com/photos/ashleyrosex/3737455103/sizes/l/By ashley rose
  • http://www.wpp.com/NR/rdonlyres/33EEFF99-FD84-4F00-83DC-E75A3E18B9CF/2129/JWT_PressRelease_JWTReDefinesRole_jan05_guidbc1224.pdf?pageContent_PressRelease
  • Building assets for your company instead of renting media spaceThink of yourself that way – blog, etc.
  • http://www.flickr.com/photos/shereen84/3187315381/sizes/l/in/set-72157605701019643/Ask yourself how you can be of service to your current &amp; potential customers.Content creation is the biggest factor in the Inbound Marketing Equation. Each time you publish a blog post you are increasing the indexed page volume of your site and the ability to rank for important keywords. You are also creating great link bait and engaging with your subscribers, customers, potential leads, industry professionals, etc.Read more: http://blog.hubspot.com/blog/tabid/6307/bid/6790/Breaking-Down-the-Inbound-Marketing-Mix.aspx#ixzz1GsLPV93m
  • http://www.flickr.com/photos/shereen84/3062251754/sizes/l/in/set-72157605701019643/**STAT ABOUT FREQUENCYSpend 40% on Blogging / Content CreationContent creation is the biggest factor in the Inbound Marketing Equation. Each time you publish a blog post you are increasing the indexed page volume of your site and the ability to rank for important keywords. You are also creating great link bait and engaging with your subscribers, customers, potential leads, industry professionals, etc.Read more: http://blog.hubspot.com/blog/tabid/6307/bid/6790/Breaking-Down-the-Inbound-Marketing-Mix.aspx#ixzz1GsLPV93m
  • http://www.flickr.com/photos/shereen84/2618592303/sizes/l/in/set-72157612026199730/Image by Shereen Mre·mark·a·ble–adjectiveWorthy of note or attention.**GODIN QUOTE ABOUT BEING REMARKABLE”: “… remarkable is something that other people find interesting enough to remark upon.”Read more: http://blog.hubspot.com/blog/tabid/6307/bid/6138/4-Tips-to-Make-Your-Content-Remarkable.aspx#ixzz1GsaoLCAsSpend 40% on Blogging / Content CreationContent creation is the biggest factor in the Inbound Marketing Equation. Each time you publish a blog post you are increasing the indexed page volume of your site and the ability to rank for important keywords. You are also creating great link bait and engaging with your subscribers, customers, potential leads, industry professionals, etc.Read more: http://blog.hubspot.com/blog/tabid/6307/bid/6790/Breaking-Down-the-Inbound-Marketing-Mix.aspx#ixzz1GsLPV93m
  • http://www.flickr.com/photos/mait/3582113151/sizes/l/By MaitJüriadoTips on how to get links:Submit your site to web directories.Focus on the directories with the best brand and traffic. We have found the Yahoo! Directory and Business.com (both require an annual fee) to be effective, and also try to give the free open directory a shot. You can also try other, smaller and free or lower cost directories, but avoid any that seem really small or just don&apos;t look valuable - remember that the quality of the site linking to you matters. A couple ideas are: www.joeant.com, www.worldhot.com, and www.splut.com.Communicate with others in your industry.Search around and find people who have useful sites related to your industry. Don&apos;t start your conversation with &quot;will you link to my website?&quot;, but engage them in a business and intellectual conversation about something they recently wrote. Once you have established a relationship with them, then send them something you have published on your site and ask for their opinion. You&apos;ll be surprised how many will link to your site.Create compelling tools and content.We never promoted Website Grader very much for its first few months. But because it is a really useful tool that people liked, lots of people linked to it. In fact, in under 3 months, we already had 800 links.
  • http://www.flickr.com/photos/pkajithkumar/4829432974/sizes/l/Image by Ajith
  • http://www.flickr.com/photos/telstar/3428567516/sizes/l/By Telstar Logistics
  • http://www.flickr.com/photos/rorymunro/3276728216/sizes/o/By Dr Craighttp://blog.hubspot.com/blog/tabid/6307/bid/1436/shortest-tutorial-ever-on-seo-search-engine-optimization.aspx
  • http://www.flickr.com/photos/ekurvine/3337324555/sizes/l/ by ekurvinehelps you get found online by more qualified visitors.shows you how to convert more visitors into leads.gives you tools to close those leads efficiently.provides analytics to help make smart marketing investments.
  • Image http://www.flickr.com/photos/contentious/By agahranhttp://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:102385Chart Title: Internet Users in the US and Worldwide Who Read Blogs, 2008-2010 (% of respondents) Publication Date: October 1, 2010Topics:BlogsGeographies: North America&gt; United StatesWorldwideSources: UMData is from the October 2010 UM report titled &quot;The Socialisation of Brands: Social Media Tracker 2010.&quot; 37,600 active internet users in 54 countries were surveyed during July 2010. To be included, consumers needed to use the internet every day or every other day. Countries included are Algeria, Argentina, Australia, Austria, Bahrain, Belgium, Brazil, Canada, Chile, China, Colombia, Czech Republic, Denmark, Ecuador, Egypt, Estonia, France, Germany, Hong Kong, Hungary, India, Italy, Ireland, Japan, KSA, Kuwait, Latvia, Lebanon, Lithuania, Malaysia, Mexico, Netherlands, Norway, Oman, Philippines, Poland, Portugal, Qatar, Romania, Russia, Serbia, Singapore, Slovakia, South Africa, South Korea, Spain, Sweden, Taiwan, Thailand, Tunisia, Turkey, UAE, UK and US.
  • http://www.flickr.com/photos/profete/4940673783/sizes/l/By B.RomainSource: Data from over 1,500 small businesses - http://bit.ly/XDkQV
  • OUTBOUND: direct mail, telemarketing and trade showsINBOUND: blogging, content publishing, search engine optimization, social media
  • http://www.flickr.com/photos/mait/3582113151/sizes/l/By MaitJüriado
  • Image http://www.flickr.com/photos/ngmmemuda/4166182931/sizes/l/By Juliana Coutinho
  • Image http://www.flickr.com/photos/netzkobold/http://themetricsystem.rjmetrics.com/2010/01/26/new-data-on-twitters-users-and-engagement/RJMetrics January 26, 2010
  • http://www.flickr.com/photos/eflon/3261104775/sizes/l/ by eflon
  • Image http://www.flickr.com/photos/69805768@N00/By escapedtowisconsin
  • Image http://www.flickr.com/photos/xurde/243322511/sizes/l/By xurdehttp://blog.cmbinfo.com/press-center-content/bid/46920/Consumers-Engaged-Via-Social-Media-Are-More-Likely-To-Buy-Recommendhttp://blog.digitalingredients.co.uk/2010/02/social-media-influence-purchase.htmlChadwick Martin Bailey and iModerate Research Technologies found that
  • http://blog.cmbinfo.com/press-center-content/bid/46920/Consumers-Engaged-Via-Social-Media-Are-More-Likely-To-Buy-Recommendhttp://blog.digitalingredients.co.uk/2010/02/social-media-influence-purchase.htmlChadwick Martin Bailey and iModerate Research Technologies found that
  • Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
  • http://www.flickr.com/photos/jliba/4389220460/sizes/l/By Josh Liba
  • http://www.flickr.com/photos/brandoncwarren/4164759025/sizes/l/in/faves-bonafidemarketinggenius/By Brandon Christopher Warren
  • Dshah: The KeywordGrader.com points to a non-public (have to login) page. Might want to consider pointing folks to WebsiteGrader or a blog article about keywords.http://www.flickr.com/photos/feiticeira_org/4602643846/sizes/o/ byfeiticeira_org
  • Image: http://www.flickr.com/photos/st3f4n/By Stéfan
  • Image: http://www.flickr.com/photos/st3f4n/By Stéfan
  • Marketing Transformation Success Stories: Episode 1, Jammin With You

    1. 1. IT‘S TIME TOTRANSF RMYOUR MARKETING.
    2. 2. trans·for·ma·tion -noun A change or alteration, especially a radical one.2 SOURCE: WORLD ENGLISH DICTIONARY
    3. 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, 20103
    4. 4. 44 79% of adult Americans use the Internet. SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010
    5. 5. 78% of Internet users conduct product research online.5 SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010
    6. 6. 10.3 Billion searches are conducted every month on Google.6 SOURCE: COMSCORE, AUGUST 2010
    7. 7. The average US Internet user views 2,750 web pages per month.7 SOURCE: THE NIELSEN COMPANY, JANUARY 2011
    8. 8. of US consumers spend 1/3 three or more hours online every day.8 SOURCE: THE MEDIA AUDIT, OCTOBER 2010
    9. 9. 24% of adults have posted comments or reviews online about the things they buy.9 SOURCE: ONLINE PRODUCT RESEARCH, SEPTEMBER 29, 2010
    10. 10. Your customers are relying more & moreon social. 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. 11. 1 out of every 8 minutes online is spent on Facebook.11 SOURCE: COMSCORE, FEBRUARY 2011
    12. 12. Twitter‘s active user base generates 90 Million tweets per day.12 SOURCE: RJMETRICS, JANUARY 2010
    13. 13. More than half of all Internet users read blogs at least monthly.13 SOURCE: EMARKETER, AUGUST 2010
    14. 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. 15. 40% of Facebook‘s user base is age 35+.15 SOURCE: ISTRATEGY LABS, JANUARY 2010
    16. 16. 64% of Facebook users have become ―fans‖ of at least one company.16 SOURCE: EXACTTARGET, 2011
    17. 17. Web-based email usage is on the 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. 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 HUBSPOT18
    19. 19. 19 SOURCE: MARKETING SHERPA, FEBRUARY 6, 2007
    20. 20. 78% of business people use their mobile device to check email.2020 SOURCE: AT&T, MARCH 2011
    21. 21. of US smartphone owners compare prices 40% on their mobile device while in-store, shopping for an item.21 SOURCE: COMSCORE, JANUARY 2011
    22. 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. 23. 40% of US households have a DVR.23 SOURCE: LEICHTMAN RESEARCH GROUP, INC., SEPTEMBER, 2010
    24. 24. 200 Million Americans have registered on the Federal Trade Commission‘s ―Do Not Call‖ list.24 SOURCE: FTC, JULY 2010
    25. 25. 46%. The decline in spending on tech trade shows in 2009.25 SOURCE: TRADESHOW EXHIBITORS ASSOCIATION, MARCH 2009
    26. 26. 91% of email users have unsubscribed from a company email they previously opted-in to.26 SOURCE: EXACTTARGET, , 2011
    27. 27. of 25-34 year-olds have left 84% a favorite website because of intrusive or irrelevant advertising.27 SOURCE: HOWTO.TV, APRIL 2008
    28. 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. 29. new –adjective Markedly different from what was before; changed, especially for the better.29 SOURCE: WORLD ENGLISH DICTIONARY
    30. 30. This is your new business card.30
    31. 31. This OUTBOUND is your new marketing mix. INBOUND31
    32. 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: Frequent http://blog.hubspot.com/blog/tabid/6307/bid /10291/Helpful-is-the-New-Viral.aspx#ixzz1 GsSghdGN32
    33. 33. Generous is the new cautious & controlled.33
    34. 34. Remarkable is the new ‗business as usual.‘34
    35. 35. Link love is the new ad buy.35
    36. 36. Targeted landing pages & clear calls to action are the new ‘visit my homepage’.36
    37. 37. Keywords are the new neon signs.37
    38. 38. 38
    39. 39. If you don‘t like change, you‘re going to like irrelevancy even less.‖ GENERAL ERIC SHINSEKII, 200339
    40. 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. 41. Inbound marketing in a nutshell. 1: GET FOUND ONLINE 3: ANALYZE & IMPROVE 2: CONVERT VISITORS & LEADS41
    42. 42. More than 1/3 of US companies use blogs for marketing purposes.42 SOURCE: UM, OCTOBER 2010
    43. 43. Companies that blog get 55% more website visitors.43 SOURCE: HUBSPOT, 2010
    44. 44. Inbound marketing costs 62% less per lead than traditional, outbound marketing. AVG COST/LEAD: $373 AVG COST/LEAD: $143 OUTBOUND INBOUND44 SOURCE: HUBSPOT, 2011
    45. 45. 45 SOURCE: HUBSPOT, 2011
    46. 46. 57% of businesses have acquired a customer through their company blog.46 SOURCE: HUBSPOT, 2011
    47. 47. 47 SOURCE: HUBSPOT, 2011
    48. 48. 2/3 of marketers say their company blog is “critical” or “important” to their business.48 SOURCE: HUBSPOT, 2011
    49. 49. 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
    50. 50. 51% of Facebook fans are more likely to buy the brands they fan.50 SOURCE: CHADWICK MARTIN BAILEY & IMODERATE RESEARCH TECHNOLOGIES, FEBRUARY 2010
    51. 51. of Twitter followers 79% are more likely to recommend the brands they follow.51 SOURCE: CHADWICK MARTIN BAILEY & IMODERATE RESEARCH TECHNOLOGIES, FEBRUARY 2010
    52. 52. 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
    53. 53. 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 & GAMBLE53
    54. 54. 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
    55. 55. 1 Make stuff people want. • EDUCATIONAL EBOOKS • HOW-TO VIDEOS • ONLINE CALCULATORS • PLANNING TOOLS • ANSWERS TO COMMON QUESTIONS55
    56. 56. • THE MORE YOU GIVE, THE MORE YOU GET 2 Be generous. • BUILD TRUST, CREDIBILITY & GOOD WILL • INCREASE # OF PAGES & INBOUND LINKS56
    57. 57. Rock • HTTP://WWW.HUBSPOT.COM/INTERNET- your MARKETING-TIPS/DETAILED-KEYWORD- TIPS/ keywords. • HTTP://WEBSITEGRADER.COM/57
    58. 58. 4 Give great directions. • RELEVANT LANDING PAGES • CLEAR CALLS TO ACTION • COMPELLING OFFERS58
    59. 59. 5 Invest wisely. ―IF IT DON‘T MAKE DOLLARS, IT DON‘T MAKE SENSE.‖59
    60. 60. 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 MCDONALDS60
    61. 61. Amen.61
    62. 62. MARKETING TRANSFORMATION WEEK April 4-8, 2011 5 days. 50 prizes. 500 tips. Learn, win, transform! http://HubSpot.com/MTW62
    63. 63. IMAGE CREDITS. HubSpot gratefully acknowledges the following photographers for sharing their original works via flickr & the Creative Commons license. SLID FLICKR USERNAME SLID FLICKR USERNAME E E 4 PIMBOULA 32-34 SHEREEN M 5 MEZ LOVE 35 MAIT JÜRIADO 6, 58 STÉFAN 36 AJITH & 59 7 DARRREN HESTER 37 TELSTAR LOGISTICS 8 NICHOLASJON 38 DR CRAIG 9 GUSTAVO PIMENTA 41 EKURVINE 12 ETGEEK (ERIC) 42 AGAHRAN 13 & DELPHWYND 43 B.ROMAIN 15 16 IAN RANSLEY DESIGN + 46 JULIANA COUTINHO ILLUSTRATION 22 MASOCHISMTANGO 47 RJMETRICS 23 ABBYLADYBUG 48 EFLON 24 TYLERDURDEN1 49 ESCAPEDTOWISCONSIN 25 CELINE NADEAU 50 XURDE 26 INKMAN_ 55 JOSH LIBA 27 ASHLEY ROSE 56 BRANDON CHRISTOPHER WARREN 32-34 SHEREEN M 57 FEITICEIRA_ORG63 *ALL IMAGES WERE PURCHASED ON ISTOCKPHOTO.COM UNLESS NOTED ABOVE.
    64. 64. ABOUT HUBSPOT. HubSpot is an all-in-one marketing software platform for small and medium-sized businesses. 4,000+ companies use HubSpot to generate over 500,000 leads per month. LET‟S BE FRIENDS ONLINE! http://blog.hubspot.com/ Twitter.com/hubspot Facebook.com/hubspot Linkedin/com/hubspot Youtube.com/hubspot flickr.com/photos/hubspot64 NO SPROCKETS WERE HARMED IN THE MAKING OF THIS PRESENTATION.
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