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/

Transcript

  • 1. Executing a Pull
    Marketing Strategy
    Kevin Krason
    CEO, Biznet Internet Solutions
  • 2. Agenda
    Pull Marketing Defined
    Digital Marketing Solutions
    Strategy
  • 3. Traditional Marketing…
  • 4. Traditional Marketing is Dead
  • 5. Outbound vs. Inbound Marketing
    Inbound Marketing is desired, impactful, targeted, and extremely cost effective.
  • 6. Change in Ad Spending by Medium2008 to 2009
    According to marketingcharts.com, “US Ad Spend Plunges 14.2%; Only Online Posts Growth”
  • 7. Forecast: US Interactive Marketing Spend, 2009 to 2014
  • 8. David Meerman Scott: Getting customers used to mean interrupting people with product messages. Today it’s all about compelling content.
    RohitBharagava: The real secret to great marketing is creating compelling and useful content.
    Brian Clark:
    Online, great content is effective advertising and smart marketers are the new media.
    Seth Godin: Content Marketing is the only marketing left.
    Top online marketing thought leaders stress the importance of Inbound Marketing
  • 9. Inbound Marketing is more Cost Effective
  • 10. Search Engine Marketing(SEM)
  • 11. Americans conducted 15.7 billion searches in August, 10.3 billion on Google
  • 12. Organic (SEO) vs. Sponsored (PPC)
  • 13. Search Marketing is Economical
  • 14. SEM Growth Factors
    Growth driven by:
    • 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
  • Organic Search Ranking Factors:Content and Relevancy
  • 19. Know Your Stats?
  • 20. Organic Search Pros
    No cost-per-click on search engines
    Greater credibility
    Produces 75% of clicks resulting from search engines
  • 21. Organic Search Cons
    No guarantee of link placement on search results page
    Limited keyword use, dependent on content
    Requires writing skill to properly incorporate terms
  • 22. Pay-Per-Click Pros
    Tracking
    Instant results
    Real-time keyword changes
    Any budget
    Geo-demographic targets
  • 23. PPC Cons
    Price of keywords
    Competition keyword use
    Determining which words to purchase
  • 24. Technical Site Optimization (often called SEO)
    • Optimize each page with keywords
    Some places keywords are used:
  • Measuring Tools
    Website Traffic (Google Analytics)
    User Demographics (Quantcast)
    Search Results
    Page Rank (PR)
    Alexa Rank
    Backlinks
    Indexed Web Pages
  • 30. Content Marketing
  • 31. What is Content Marketing?
    The art of listening to your customers wants and needs and the science of delivering content to them in a compelling way.
  • 32. Content Marketing Continued
    Developing and sharing relevant and valuable content to educate, earn trust, and engage customers with the objective of driving profitable actions
    • 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
  • Common Content Types
  • Content Marketing: Measuring Reach
    • 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
  • Content Marketing Program Elements: Measurement & Reporting
    Online brand mentions
    Breadth of content distribution
    Influence on Search Engines
    Impact on website traffic
    Website rankings
    Leads
    Sales
  • 48. Content Marketing Example
    Source: Google
    1,220 External Properties Linking Article to Product
  • 49. Social Media Marketing(SMM)
  • 50. What is Social Media?
    Face to Face networking or Word-of-Mouth Marketingin a virtual world
  • 51. What is Social Media?
    Engagement and relationship building with prospective customers in a virtual environment
    • 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
  • What can Social mediado for you?
    Identify and create prospects
    Create brand awareness
    SEO via link building
    Public relations services
    Relationship and network building
    Establish thought leadership
    Create Business Leads
  • 56. Social Media is for B2B and B2C
    Source: HubSpot State of Inbound Marketing Report
  • 57. Social Media Tools
    • 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)
  • 50% of Social Media activity happens on properties you’ve never heard of.
  • 63. Social Media: Quick Facts
    75 % of US Adults use social media
    49% of social media (SM) users log on daily
    31% agree SM is more credible than ads
    61% research purchases with SM
    36% use SM for purchasing decisions
    40% are talking and learning from specific orgs
    25% of users “feel better” about companies using SM
    89% of users use SM more/same as last year
    Source: CNW Group and Leger Marketing
  • 64. Social Media is a Key Driver in
    Brand Awareness and Affinity
  • 65. Social Media: Measuring Reach
    • 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)
  • Social Media Process
    Three phases of an end to end program:
    • 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
  • Social Media: Measurement & Reporting
    Social Media Engagements/Influence
    Online brand mentions
    Influence on Search Engines
    Impact on website traffic
    Website rankings
    Leads
    Sales
  • 70. Maximizing Inbound Marketing:
    Search, Content and Social Media
    In order to effectively use inbound marketingyou must leverage multiple channels!
    Social Media
    Content
    Search
  • 71. Strategy
  • 72. Strategy
    Business Objective
    Budget
    Measure of Success
    Resources
  • 73. Business Objective
    Sales & Marketing Initiatives
    Process Automation
    Ebusiness
    Communication (including information and education)
    Customer Service
  • 74. Project Objective
    Know your Target Audience
  • 75. Budget
    Can you quantify your objectives financially?
    What is the lifetime value of a new customer?
    How much are you willing to pay to obtain that customer?
    What is your annual sales goal?
    What is your average profit margin?
    What can you afford to invest?
  • 76. Measure of Success
    New Sales
    Prospect and client lists
    Customer service ratings
    Web traffic
    Time Costs
    Marketing Costs
    Postage
    Staffing costs
    Set Goals
  • 77. Resources
    Internal:
    Sales Manager
    Marketing Manager
    External:
    Digital Marketing Partner
    Web Developer
    Advertising & PR Partners
  • 78. Thank you!
    Kevin Krason
    kkrason@biznetis.net
    248.560.9000
    Twitter.com/kevinbiznet
    LinkedIn.com/in/kevinkrason