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Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
Executing a Pull Marketing Strategy
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Executing a Pull Marketing Strategy

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Presented at Big-Detroit’s January event "How to Attract and Retain Customers: Executing a Pull Marketing Strategy"

Presented at Big-Detroit’s January event "How to Attract and Retain Customers: Executing a Pull Marketing Strategy"

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  • http://www.marketingcharts.com/television/us-ad-spend-plunges-142-only-online-posts-growth-9424/tns-media-intelligence-percent-change-measured-ad-spending-q1-2009jpg/
  • According to Forrester’s five year forecast, Compound Annual Growth Rate (CAGR)
  • http://www.marketingcharts.com/print/sem-spend-to-top-26b-by-2011-cannibalizes-print-media-8272/sempo-radar-sem-seo-north-american-expenditures-26b-february-2009jpg/
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    • 1. Executing a Pull<br />Marketing Strategy<br />Kevin Krason<br />CEO, Biznet Internet Solutions<br />
    • 2. Agenda<br />Pull Marketing Defined<br />Digital Marketing Solutions<br />Strategy<br />
    • 3. Traditional Marketing…<br />
    • 4. Traditional Marketing is Dead<br />
    • 5. Outbound vs. Inbound Marketing<br />Inbound Marketing is desired, impactful, targeted, and extremely cost effective.<br />
    • 6. Change in Ad Spending by Medium2008 to 2009<br />According to marketingcharts.com, “US Ad Spend Plunges 14.2%; Only Online Posts Growth”<br />
    • 7. Forecast: US Interactive Marketing Spend, 2009 to 2014<br />
    • 8. David Meerman Scott: Getting customers used to mean interrupting people with product messages. Today it’s all about compelling content.<br />RohitBharagava: The real secret to great marketing is creating compelling and useful content.<br />Brian Clark: <br />Online, great content is effective advertising and smart marketers are the new media.<br />Seth Godin: Content Marketing is the only marketing left.<br />Top online marketing thought leaders stress the importance of Inbound Marketing<br />
    • 9. Inbound Marketing is more Cost Effective<br />
    • 10. Search Engine Marketing(SEM)<br />
    • 11. Americans conducted 15.7 billion searches in August, 10.3 billion on Google<br />
    • 12. Organic (SEO) vs. Sponsored (PPC)<br />
    • 13. Search Marketing is Economical<br />
    • 14. SEM Growth Factors<br />Growth driven by:<br /><ul><li> Increasing advertiser focus on accountability and ROI
    • 15. Increase in small to mid-sized businesses using SEM
    • 16. Greater consumer usage of search utilities
    • 17. Better targeting and niche offerings
    • 18. Increase in competition</li></li></ul><li>Organic Search Ranking Factors:Content and Relevancy<br />
    • 19. Know Your Stats?<br />
    • 20. Organic Search Pros<br />No cost-per-click on search engines<br />Greater credibility<br />Produces 75% of clicks resulting from search engines<br />
    • 21. Organic Search Cons<br />No guarantee of link placement on search results page<br />Limited keyword use, dependent on content<br />Requires writing skill to properly incorporate terms<br />
    • 22. Pay-Per-Click Pros<br />Tracking<br />Instant results<br />Real-time keyword changes<br />Any budget<br />Geo-demographic targets<br />
    • 23. PPC Cons<br />Price of keywords<br />Competition keyword use<br />Determining which words to purchase<br />
    • 24. Technical Site Optimization (often called SEO)<br /><ul><li>Optimize each page with keywords</li></ul>Some places keywords are used:<br /><ul><li>Titles
    • 25. Copywriting
    • 26. Headers
    • 27. Meta tags
    • 28. Image tags
    • 29. Site map</li></li></ul><li>Measuring Tools<br />Website Traffic (Google Analytics)<br />User Demographics (Quantcast)<br />Search Results<br />Page Rank (PR) <br />Alexa Rank <br />Backlinks<br />Indexed Web Pages<br />
    • 30. Content Marketing<br />
    • 31. What is Content Marketing?<br />The art of listening to your customers wants and needs and the science of delivering content to them in a compelling way.<br />
    • 32. Content Marketing Continued<br />Developing and sharing relevant and valuable content to educate, earn trust, and engage customers with the objective of driving profitable actions<br /><ul><li>Creates thousands of links from external credible websites back to your website
    • 33. Improves your website's reputation and credibility with search engines
    • 34. Improves your rank on search engines
    • 35. Presents you as a thought leader in your industry
    • 36. Provides potential customers with value
    • 37. Drive Website Traffic
    • 38. Generate New Leads and Sales</li></li></ul><li>Common Content Types<br /><ul><li>Videos
    • 39. Articles
    • 40. News Releases
    • 41. PowerPoint Presentations
    • 42. How-To's
    • 43. White Papers
    • 44. Wiki Material
    • 45. Blog Posts </li></li></ul><li>Content Marketing: Measuring Reach<br /><ul><li>1 in 3 articles goes viral =Distributed to more than 10,000 sites
    • 46. Impressions range from 0 to millions depending on publishing property
    • 47. Website statistics will identify referral sources - can quantify resulting traffic</li></li></ul><li>Content Marketing Program Elements: Measurement & Reporting<br />Online brand mentions<br />Breadth of content distribution<br />Influence on Search Engines<br />Impact on website traffic<br />Website rankings<br />Leads<br />Sales<br />
    • 48. Content Marketing Example<br />Source: Google<br />1,220 External Properties Linking Article to Product<br />
    • 49. Social Media Marketing(SMM)<br />
    • 50. What is Social Media?<br />Face to Face networking or Word-of-Mouth Marketingin a virtual world<br />
    • 51. What is Social Media?<br />Engagement and relationship building with prospective customers in a virtual environment<br /><ul><li>Uses online tools to share and discuss information and experiences with others
    • 52. Integrates technology and social interaction through words, pictures, videos and audio
    • 53. Builds relationships and trust as users share stories and experiences
    • 54. Usesconversations through networking to share experiences, links, and information about a company, product or service
    • 55. Must provide value to be effective</li></li></ul><li>What can Social mediado for you?<br />Identify and create prospects<br />Create brand awareness<br />SEO via link building<br />Public relations services<br />Relationship and network building<br />Establish thought leadership<br />Create Business Leads<br />
    • 56. Social Media is for B2B and B2C<br />Source: HubSpot State of Inbound Marketing Report<br />
    • 57. Social Media Tools<br /><ul><li>Blogging, micro-blogging, & RSS (open platform, Wordpress, Blogger)
    • 58. Wikis, & web office tools (Internal or public)
    • 59. Social networks, (such as Facebook, MySpace, LinkedIn, etc)
    • 60. Social bookmarking, social news sites (such as Digg, StumbleUpon, Reddit)
    • 61. Online photo sharing, (such as Flickr & PhotoBucket)
    • 62. Podcasting/videocasting, (YouTube, iTunes, etc)</li></li></ul><li>50% of Social Media activity happens on properties you’ve never heard of.<br />
    • 63. Social Media: Quick Facts<br />75 % of US Adults use social media<br />49% of social media (SM) users log on daily<br />31% agree SM is more credible than ads<br />61% research purchases with SM<br />36% use SM for purchasing decisions<br />40% are talking and learning from specific orgs<br />25% of users “feel better” about companies using SM<br />89% of users use SM more/same as last year<br />Source: CNW Group and Leger Marketing<br />
    • 64. Social Media is a Key Driver in<br />Brand Awareness and Affinity<br />
    • 65. Social Media: Measuring Reach<br /><ul><li>75% of US Adults use Social Media
    • 66. 70% of US online Adults are “spectators” of social media content
    • 67. Each Social Media “creation” equates to 10+ quality impressions (ex. 1,000 engagements= 10,000 impressions)</li></li></ul><li>Social Media Process<br />Three phases of an end to end program:<br /><ul><li> Listening: Discovering real-time, relevant, impactful conversations
    • 68. Measuring: Monitoring, analyzing and tracking those conversations
    • 69. Engaging: Active dialog with customers and tracking/ tagging comments for further use</li></li></ul><li>Social Media: Measurement & Reporting<br />Social Media Engagements/Influence<br />Online brand mentions<br />Influence on Search Engines<br />Impact on website traffic<br />Website rankings<br />Leads <br />Sales<br />
    • 70. Maximizing Inbound Marketing: <br />Search, Content and Social Media<br />In order to effectively use inbound marketingyou must leverage multiple channels!<br />Social Media<br />Content<br />Search<br />
    • 71. Strategy<br />
    • 72. Strategy<br />Business Objective<br />Budget<br />Measure of Success<br />Resources<br />
    • 73. Business Objective<br />Sales & Marketing Initiatives<br />Process Automation<br />Ebusiness<br />Communication (including information and education)<br />Customer Service<br />
    • 74. Project Objective<br />Know your Target Audience<br />
    • 75. Budget<br />Can you quantify your objectives financially?<br />What is the lifetime value of a new customer?<br />How much are you willing to pay to obtain that customer?<br />What is your annual sales goal?<br />What is your average profit margin?<br />What can you afford to invest?<br />
    • 76. Measure of Success<br />New Sales<br />Prospect and client lists<br />Customer service ratings<br />Web traffic<br />Time Costs<br />Marketing Costs<br />Postage<br />Staffing costs<br />Set Goals<br />
    • 77. Resources<br />Internal:<br />Sales Manager<br />Marketing Manager<br />External:<br />Digital Marketing Partner<br />Web Developer<br />Advertising & PR Partners<br />
    • 78. Thank you!<br />Kevin Krason<br />kkrason@biznetis.net<br />248.560.9000<br />Twitter.com/kevinbiznet<br />LinkedIn.com/in/kevinkrason<br />

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