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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/
  • 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

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