The Marketing Evolution: Don't get left behind

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This presentation provides viewers with the chance to get an update on the changing digital communications landscape and covers the following subjects: …

This presentation provides viewers with the chance to get an update on the changing digital communications landscape and covers the following subjects:
How technology is changing buyer behaviour
How Google have changed the game
How content influences search
The rise of inbound marketing
Effective Social Media needs a content plan
The online advertising options
How to manage your leads/ enquiries
Why you need a digital strategy

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  • 1. The Marketing EvolutionDon’t get left behind!04/06/2013The Marketing Evolution1
  • 2. The Marketing EvolutionTraditionalMarketingTechniquesDirect MailEventsTradeshowsTV AdsPrint Ads
  • 3. The Marketing EvolutionTraditionalMarketing isInterruptive*@!**%
  • 4. The Marketing EvolutionPeople don’tlike to beinterrupted
  • 5. The Marketing EvolutionToolshave beendevelopedto help
  • 6. The Marketing EvolutionTechnology haschanged buyerbehaviour
  • 7. The Marketing EvolutionDriving marketingto evolve
  • 8. The Marketing EvolutionCatalogues Print Ads Tv + Radio Ads Telesales Static Websites Inbound MarketingMobile MarketingVideo MarketingWord of MouthMarketingContent Marketing
  • 9. A Change in mindset»  The buyer is in control»  They won’t interactuntil THEY are ready»  Marketing has movedfurther into thetraditional sales role•  You need to get found•  You need to get chosen•  You need to ensurevisitors come backThe Marketing Evolution
  • 10. The Marketing EvolutionWhat’s to be done?
  • 11. The Marketing EvolutionDigital MarketingContentMarketingInboundMarketingSocialMediaEmailMarketingSearchMarketing
  • 12. The Marketing EvolutionSo if you want to get found online, get chosen & get more businessSearch Marketing Content Marketing Social Media MarketingSEO•  Content•  Structure•  Off page factors•  - Linkbuilding•  - Google Places(for Business)PPC• AdWords• PLAs• Display• Remarketing• Social mediaContentplanning & creation•  Blogging•  eBooks•  Articles•  Case studies•  Video•  Web pages•  Calls To Action•  Customer profiling•  Personas•  Tone of voice•  The buying cycle•  Editorial calendar•  Lead management•  Key Performance Indicators•  Google AnalyticsContentdistribution & engagement•  Facebook•  Twitter•  LinkedIn•  YouTube•  Google+•  eMail•  Analytics
  • 13. The Marketing EvolutionSo if you want to get found online, get chosen & get more businessSearch Marketing Content Marketing Social Media MarketingAll wrapped up in one big strategy
  • 14. Match problem to solution•  Searcher–  I have a problem and I’mlooking for a solution via theinternet and social networks•  Researching•  Comparing•  Validating•  Discussing•  Solution provider–  I have a solution to yourproblem which I want to sharewith you via•  Internet•  Email•  Social Networks•  Face-to-FaceThe Marketing Evolution
  • 15. The Marketing EvolutionHow?
  • 16. The Marketing EvolutionInbound marketingIs marketing based on content. It uses thepower of the internet and social media tohelp businesses get found online andincrease conversions
  • 17. The Marketing EvolutionSearchers have aproblem to solve and likemost of us they turn tothe search engines.You as a company havesolutions to offer.The content you havepublished on yourwebsite and elsewhereonline acts as a magnet,attracting peoplesearching for solutions totheir search query.213 4And voila, the searchergets matched up with thesolutions you offer.
  • 18. Why is content so important?The Marketing EvolutionSocialMediaSearchLead GenerationContent
  • 19. The Marketing EvolutionContent – The answer to all my problems?
  • 20. The Marketing EvolutionOnly  5  to  25%  of  total  leads  are  sales  ready  25%  of  total  leads  are  unqualified  50%  of  total  leads  need  further  development  
  • 21. The Sales FunnelAIDA Model ofcommunicationStages ofbuying cycleUnawareAwareEngagedPurchaseLoyaltyEvangelismDesire (conviction)AttentionInterestAction
  • 22. The Marketing Evolution
  • 23. The Marketing Evolution
  • 24. ‘Nurture’ theearly leadsThe Marketing EvolutionScore forreadinessGive readyleads to salesEvaluate/reviewas necessaryCaptureData
  • 25. The Marketing Evolution7 stage process forbusiness growth
  • 26. 7 stage process for business growthThe Marketing EvolutionSearch Marketing Content Marketing Social Media Marketing
  • 27. The Marketing EvolutionContent generatesleads from socialmedia networks,AdWords and email4  Create great webcontent1  Add downloadablecontent to web2  Promote content viasocial media, SM ads,AdWords and email3  
  • 28. Any questions?The Marketing Evolutionjarrang.com@jarrang