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The New Marketing Paradigm: Moving from Push to Pull

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Detroit, Michigan's Business Improvement Group (BIG) hosted this marketing seminar as part of the series "How to Attract and Retain Customers" on October 6th, 2010 at Automation Alley. Kevin Krason, …

Detroit, Michigan's Business Improvement Group (BIG) hosted this marketing seminar as part of the series "How to Attract and Retain Customers" on October 6th, 2010 at Automation Alley. Kevin Krason, CEO of Biznet Internet Solutions is the featured presenter.

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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)
  • the Wall Street Journal reports.
  • http://www.businesswire.com/portal/site/google/?ndmViewId=news_view&newsId=20090622005696&newsLang=en
  • http://www.businesswire.com/portal/site/google/?ndmViewId=news_view&newsId=20090622005696&newsLang=en
  • 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/
  • 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. The New Marketing Paradigm:
      Moving from Push to Pull
      Kevin Krason
      CEO, Biznet Internet Solutions
    • 2. Agenda
      Marketing Trends
      Inbound Marketing Defined
      Search Engine Marketing
      Content Marketing
      Social Media
    • 3. Marketing Trends
    • 4. Communication Paradigm Shift
      Smoke Signals
      Letters / Mail
      Telegraph
      Telephone
      Mobile Phone
      Email
      Online Community
      Technology continues to change the way humans communicate professionally and socially
    • 5. Traditional Marketing…
    • 6. Traditional Marketing is Dead
    • 7. Change in Ad Spending by Medium2008 to 2009
      According to marketingcharts.com, “US Ad Spend Plunges 14.2%; Only Online Posts Growth”
    • 8. Forecast: US Interactive Marketing Spend, 2009 to 2014
    • 9. Digital spendingwill grow from 17% of U.S. ad industry revenue in 2008 to 25% by 2013.
    • 10. 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
    • 11. You Ought to Know Inbound Marketing
    • 12. Outbound vs. Inbound Marketing
      Inbound Marketing is desired, impactful, targeted, and extremely cost effective.
    • 13. Inbound Marketing is more Cost Effective
    • 14. 65% of CMOs stated that in the current economic climate, it is easier to secure organizational “buy in”on new media/social media programs than it was one year ago.
      Business Wire survey of 81 chief marketing officers and senior marketing professionals directly responsible for managing their digital agency as well as their organization’s digital marketing budget
    • 15. New media/social media channels are becoming more critical
      77%stated they will take on a greater focus in their overall interactive strategy
      “Business Wire survey of 81 chief marketing officers and senior marketing professionals directly responsible for managing their digital agency as well as their organization’s digital marketing budget.”
    • 16. Search Engine Marketing(SEM)
    • 17. Americans conducted 15.7 billion searches in August, 10.3 billion on Google
    • 18. Search Marketing is Economical
    • 19. Spending on SEM will reach $26 billion annually by 2013
    • 20. SEM Growth Factors
      Growth driven by:
      • Increasing advertiser focus on accountability and ROI
      • 21. Increase in small to mid-sized businesses using SEM
      • 22. Greater consumer usage of search utilities
      • 23. Better targeting and niche offerings
      • 24. Increase in competition
    • Organic (SEO) vs. Sponsored (PPC)
    • 25.
    • 26. Organic Search Ranking Factors:Content and Relevancy
      Keywords
      Page Rank
      Alexa Ranking
      Backlinks
    • 27. Keyword Analysis
    • 28. Google Page Rank
    • 29. Alexa Ranking
      Alexa is owned by Amazon and tracks 40 million websites. These 40 million sites are ranked based on Alexa's ability to track visitors. Your site's Traffic Ranking number provides a guideline of how well your website is doing relative to others on the web. The lower the number the better.
    • 30. Backlinks
      Backlinks are the number of links from other websites that are pointing to your website that the search engines has given your site credit for. This number will always be lower than the total links out in the digital marketplace.
    • 31. Know Your Stats?
    • 32. Organic Search Pros
      No cost-per-click on search engines
      Greater credibility
      Produces 75% of clicks resulting from search engines
    • 33. 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
    • 34. Pay-Per-Click Pros
      Tracking
      Instant results
      Real-time keyword changes
      Any budget
      Geo-demographic targets
    • 35. PPC Cons
      Price of keywords
      Competition keyword use
      Determining which words to purchase
    • 36. Technical Site Optimization (often called SEO)
      • Optimize each page with keywords
      Some places keywords are used:
    • “Behind the Scenes” Optimization
    • 42. Measuring Tools
      Website Traffic (Google Analytics)
      User Demographics (Quantcast)
      Search Results
      Page Rank (PR)
      Alexa Rank
      Backlinks
      Indexed Web Pages
    • 43. Content Marketing
    • 44. 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.
    • 45. 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
      • 46. Improves your website's reputation and credibility with search engines
      • 47. Improves your rank on search engines
      • 48. Presents you as a thought leader in your industry
      • 49. Provides potential customers with value
      • 50. Drive Website Traffic
      • 51. 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
      • 59. Impressions range from 0 to millions depending on publishing property
      • 60. 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
    • 61. Content Marketing Example
      Biotivia.com has up-to-date press releases on their website. Each release contains a link to the Biotivia website. They also submit these press releases to distribution sites which increases their reach.
      This press release from Biotivia.com has been found on 26,500 pages. This means a link to the Biotivia website is on each of these pages.
      This press release has been found on 8,490 pages.
      Source: Google.com
    • 62. Content Marketing Example
      Source: Google
      1,220 External Properties Linking Article to Product
    • 63. This is the profile for the MonavieCorporate YouTube channel. They sell acai berry juice, a healthy antioxidant.
      There are 24,582 channel views, while each video posted has thousands of views each
      There are 1,207 subscribers to this channel
      A detailed About Me section and link to the website is included in the profile
      YouTube Example
    • 64. Article Example
    • 65. Social Media Marketing(SMM)
    • 66. What is Social Media?
      Face to Face networking or Word-of-Mouth Marketingin a virtual world
    • 67. 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
      • 68. Integrates technology and social interaction through words, pictures, videos and audio
      • 69. Builds relationships and trust as users share stories and experiences
      • 70. Usesconversations through networking to share experiences, links, and information about a company, product or service
      • 71. 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
    • 72. Social Media is for B2B and B2C
      Source: HubSpot State of Inbound Marketing Report
    • 73. Social Media Tools
      • Blogging, micro-blogging, & RSS (open platform, Wordpress, Blogger)
      • 74. Wikis, & web office tools (Internal or public)
      • 75. Social networks, (such as Facebook, MySpace, LinkedIn, etc)
      • 76. Social bookmarking, social news sites (such as Digg, StumbleUpon, Reddit)
      • 77. Online photo sharing, (such as Flickr & PhotoBucket)
      • 78. Podcasting/videocasting, (YouTube, iTunes, etc)
    • 50% of Social Media activity happens on properties you’ve never heard of.
    • 79. Social Media: Quick Facts
      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
    • 80. Social Media is a Key Driver in
      Brand Awareness and Affinity
    • 81. Social Media: Measuring Reach
      • 75% of US Adults use Social Media
      • 82. 70% of US online Adults are “spectators” of social media content
      • 83. Each Social Media “creation” equates to 10+ quality impressions (ex. 1,000 engagements= 10,000 impressions)
    • Social Media:Internal & External Uses
      Social media tools built into the website to compliment, reinforce, and strengthen an online presence (blogs, forums, etc.)
      External websites which leverage social media tools (often exclusively) to communicate with others (Facebook, Twitter, LinkedIn, etc.)
    • 84. Social Media Process
      Three phases of an end to end program:
      • Listening: Discovering real-time, relevant, impactful conversations
      • 85. Measuring: Monitoring, analyzing and tracking those conversations
      • 86. Engaging: Active dialog with customers and tracking/ tagging comments for further use
    • Before You Start SMM: Listen
      Listening is done in order to better understand how to engage niche target markets in sites that include public opinion such as:
      • Blogs, micro-blogs, life-streams
      • 87. Forums, communities, wikis, niche networks
      • 88. Over 50% of all online social media conversations are on small, niche platforms that only specialized tools can find
    • Social Media: Measurement & Reporting
      Social Media Engagements/Influence
      Online brand mentions
      Influence on Search Engines
      Impact on website traffic
      Website rankings
      Leads
      Sales
    • 89. Choosing Your Properties
      • Know your market
      • 90. Know the property’s functions
      • 91. Appropriateness & etiquette
      • 92. Legal limitations & liabilities
    • Engagement Example: Forums
      Source: http://www.abc-of-fitness.com forum
    • 93. Engagement Example: Twitter
    • 94. More Twitter Examples
      Twitter reveals many users discussing and sharing information about natural laundry products
      Source: Google
    • 95. Facebook Opportunities
      There is a great opportunity on Facebook to engage in the health community.
    • 96. Facebook Example
      The link to the website is prevalent
      48 likes after only 4 hours
      Positive comments
      This is an example of connecting with people via Facebook, provoking thought and driving traffic to a website
    • 97. Maximizing Inbound Marketing:
      Search, Content and Social Media
      In order to effectively use inbound marketingyou must leverage multiple channels!
      Social Media
      Content
      Search
    • 98. Questions?
    • 99. Thank you!
      Kevin Krason
      kkrason@biznetis.net
      248.560.9000
      Twitter.com/kevinbiznet
      LinkedIn.com/in/kevinkrason

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