Small business owner seminar

IT’S TIME TO! TRANSF RM! YOUR MARKETING. 1Saturday, July 23, 2011

trans·for·ma·tion -noun! ! A change or alteration, ! especially a radical one.! 2" SOURCE: WORLD ENGLISH DICTIONARY" 2Saturday, July 23, 2011

“ …the Internet has turned what used to be a controlled, one-way message into ! a real-time dialogue with millions. " DANIELLE SACKS" THE FUTURE OF ADVERTISING" FAST COMPANY, NOVEMBER 17, 2010" 3" 3Saturday, July 23, 2011

78% " of Internet users conduct product research online. 5! SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010 4Saturday, July 23, 2011

10.3 Billion! searches are conducted " every month on Google.! 6! SOURCE: COMSCORE, AUGUST 2010 5Saturday, July 23, 2011

The average US Internet user" 2,750! views" web pages per month. 7! SOURCE: THE NIELSEN COMPANY, JANUARY 2011 6Saturday, July 23, 2011

1/3 of US consumers spend " three or more hours ! online every day.! 8! SOURCE: THE MEDIA AUDIT, OCTOBER 2010 7Saturday, July 23, 2011

24% " of adults have posted comments " or reviews online about the things they buy.! 9! SOURCE: ONLINE PRODUCT RESEARCH, SEPTEMBER 29, 2010 8Saturday, July 23, 2011

Your customers are relying more & more on social. 9 out of 10! 9 out of 10 Internet users visited " a social networking site each month in 2010.! 10! SOURCE: COMSCORE, FEBRUARY 2011 9Saturday, July 23, 2011

1 out of every 8 ! minutes online " is spent on Facebook.! 11! SOURCE: COMSCORE, FEBRUARY 2011 10Saturday, July 23, 2011

Twitter’s active ! user base generates! 90 Million tweets per day.! 12! SOURCE: RJMETRICS, JANUARY 2010 11Saturday, July 23, 2011

More than half ! of all Internet users " read blogs at least monthly." 13! SOURCE: EMARKETER, AUGUST 2010 12Saturday, July 23, 2011

US Internet users spend " 3x more minutes on blogs " & social networks " than on email.! = 1 MINUTE SOCIAL NETWORKS/BLOGS ONLINE ! EMAIL PORTALS VIDEOS/MOVIES GAMES 14! SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010 13Saturday, July 23, 2011

40% ! of Facebook’s ! user base is ! age 35+.! 15" SOURCE: ISTRATEGY LABS, JANUARY 2010 14Saturday, July 23, 2011

64% " of Facebook " users have " become “fans” " of at least ! one company.! 16! SOURCE: EXACTTARGET, 2011 15Saturday, July 23, 2011

Web-based email usage " is on! the dec line. 28%! 22%! AGE 12-17 AGE 18-24 AGE 25-34 AGE 35-44 AGE 45-54 -1%! AGE 55-64 AGE 65+ -8%! -12%! -18%! (% CHANGE, DECEMBER 2009 – DECEMBER 2010) -59%! 17! SOURCE: COMSCORE, DECEMBER 2010 16Saturday, July 23, 2011

“ Search engines, blogging & other Internet trends have fundamentally transformed ! the way people & businesses purchase products, ! but most small businesses still use outdated ! & inefﬁcient marketing methods—like print advertising, telemarketing & trade shows! —that people increasingly ﬁnd intrusive ! & screen out."" BRIAN HALLIGAN" CO-FOUNDER & CEO" HUBSPOT" 18" 17Saturday, July 23, 2011

7 o 0% " arch users " t paid.! f the links serganic—no cl ick on are o 19! SOURCE: MARKETING SHERPA, FEBRUARY 6, 2007 18Saturday, July 23, 2011

78% ! of business people " use their mobile device " to check email.! 20! 20! SOURCE: AT&T, MARCH 2011 19Saturday, July 23, 2011

40%! of US smartphone owners compare prices " on their mobile device while in-store, ! shopping for an item." 21! SOURCE: COMSCORE, JANUARY 2011 20Saturday, July 23, 2011

1 in 5! US adult mobile phone owners " have used their device! to make a purchase " in the past month.! 22! SOURCE: MOBILE MARKETING ASSOCIATION & LUTH RESEARCH, MAY 2010 21Saturday, July 23, 2011

40% ! of US households have a DVR.! 23! SOURCE: LEICHTMAN RESEARCH GROUP, INC., SEPTEMBER, 2010 22Saturday, July 23, 2011

200 Million! Americans have registered on the Federal Trade Commission’s " “Do Not Call” list.! 24! SOURCE: FTC, JULY 2010 23Saturday, July 23, 2011

46%.! The decline in spending " on tech trade shows in 2009.! 25! SOURCE: TRADESHOW EXHIBITORS ASSOCIATION, MARCH 2009 24Saturday, July 23, 2011

91%! of email users have " unsubscribed " from a company email " they previously opted-in to.! 26! SOURCE: EXACTTARGET, , 2011 25Saturday, July 23, 2011

84%! of 25-34 year-olds have left " a favorite website because of " intrusive or irrelevant advertising.! 27! SOURCE: HOWTO.TV, APRIL 2008 26Saturday, July 23, 2011

“ Audiences everywhere are tough. They don’t have time to be bored or brow beaten by orthodox, ! old-fashioned advertising. We need to stop interrupting what people are interested in &! be what people ! are interested in.” " CRAIG DAVIS" CHIEF CREATIVE OFFICER, WORLDWIDE" J. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY)" 28" 27Saturday, July 23, 2011

new –adjective! ! Markedly different from what was before; changed, especially for the better.! 29" SOURCE: WORLD ENGLISH DICTIONARY" 28Saturday, July 23, 2011

This is your new business card.! 30! 29Saturday, July 23, 2011

This " OUTBOUND! is " your " new " marketing " mix.! INBOUND! 31! 30Saturday, July 23, 2011

Be helpful.! Helpful is the new viral.! ask yourself how you can be of service to Helpful! your current and potential customers. What problems can you solve? What questions Relevant! can you answer? What knowledge can you share? Remarkable! Read more: http://blog.hubspot.com/blog/ Frequent! tabid/6307/bid/10291/Helpful-is-the-New- Viral.aspx#ixzz1GsSghdGN 32! 32! 31Saturday, July 23, 2011

Generous ! is the ! new ! cautious ! & controlled.! 33! 32Saturday, July 23, 2011

Remarkable is the new ‘business as usual.’ 34! 33Saturday, July 23, 2011

Link love is the new ad buy. 35! 34Saturday, July 23, 2011

Targeted landing pages & clear calls to action " are the new ‘visit my homepage’.! 36! 35Saturday, July 23, 2011

Keywords are the new neon signs. 37! 36Saturday, July 23, 2011

38! 37Saturday, July 23, 2011

“ If you don’t like change, ! you’re going to like ! irrelevancy even less.”" GENERAL ERIC SHINSEKII, 2003" 39" 38Saturday, July 23, 2011

in·bound mar·ket·ing! -noun! Any marketing tactic that relies ! on earning people’s interest ! instead of buying it; ! a.k.a. the key to marketing ! transformation.! 40" SOURCE: WIKIPEDIA" 39Saturday, July 23, 2011

Inbound marketing " in a nutshell.! 1: GET FOUND ONLINE 3: ANALYZE & IMPROVE 2: CONVERT VISITORS & LEADS 41! 40Saturday, July 23, 2011

More than 1/3 of US companies " use blogs for marketing purposes.! 42! SOURCE: UM, OCTOBER 2010 41Saturday, July 23, 2011

Companies that blog get ! 55% more website visitors." 43" SOURCE: HUBSPOT, 2010 42Saturday, July 23, 2011

Inbound marketing costs 62% less ! per lead than traditional, outbound marketing.! AVG COST/LEAD: $373! AVG COST/LEAD: $143! OUTBOUND! INBOUND ! 44! SOURCE: HUBSPOT, 2011 43Saturday, July 23, 2011

67 % o and 4 f B2C c have 1% o ompa acqu f B2B c nies " ired ompa throu a custo nies! gh Fa mer cebo " ok.! 45! SOURCE: HUBSPOT, 2011 44Saturday, July 23, 2011

47! SOURCE: HUBSPOT, 2011 45Saturday, July 23, 2011

2/3 " of marketers say their company blog " is “critical” or “important” " to their business.! 48! SOURCE: HUBSPOT, 2011! 46Saturday, July 23, 2011

The number " of marketers " who say ! Facebook ! is “critical” ! or “important”" to their business " has increased 83%! in just two years.! 49! SOURCE: HUBSPOT, 2011! 47Saturday, July 23, 2011

51% ! of Facebook fans ! are more likely to buy! the brands they fan." 50" SOURCE: CHADWICK MARTIN BAILEY & IMODERATE RESEARCH TECHNOLOGIES, FEBRUARY 2010 48Saturday, July 23, 2011

79% ! of Twitter followers! are more likely ! to recommend ! the brands they follow." 51" SOURCE: CHADWICK MARTIN BAILEY & IMODERATE RESEARCH TECHNOLOGIES, FEBRUARY 2010 49Saturday, July 23, 2011

The average budget spent on company blogs ! & social media has nearly doubled in two years.! 2009 $! $!$!$!$!$!$! $! $! 2011 $! $!$!$!$!$!$! $!$!$!$!$!$!$! ! $! $! $ $!= 1% OF ANNUAL MARKETING BUDGET 52" SOURCE: HUBSPOT, 2011" 50Saturday, July 23, 2011

“ What we really need is ! a mindset shift that will make us relevant to today’s consumers, ! a mindset shift from ! ‘telling & selling’ ! to building relationships.”" JIM STENGEL" FORMER GLOBAL MARKETING OFFICER ! FOR PROCTER & GAMBLE" 53" 51Saturday, July 23, 2011

how·to –noun! ! A set of step-by-step instructions for accomplishing a certain task or reaching a certain objective.! 54" SOURCE: RANDOM HOUSE DICTIONARY" 52Saturday, July 23, 2011

1 Make " stuff " people " want. ! •  EDUCATIONAL EBOOKS! •  HOW-TO VIDEOS! •  ONLINE CALCULATORS! •  PLANNING TOOLS! •  ANSWERS TO COMMON QUESTIONS! 55! 53Saturday, July 23, 2011

•  THE MORE YOU GIVE, THE MORE " YOU GET! 2 Be ! generous.! •  BUILD TRUST, CREDIBILITY, " & GOOD WILL! •  INCREASE # " OF PAGES" & INBOUND LINKS! 56! 54Saturday, July 23, 2011

3 Rock " •  HTTP://WWW.HUBSPOT.COM/INTERNET- MARKETING-TIPS/DETAILED-KEYWORD- your " TIPS/! keywords.! •  HTTP://WEBSITEGRADER.COM/ 57! 55Saturday, July 23, 2011

4 Give " great " directions.! •  RELEVANT LANDING PAGES! •  CLEAR CALLS TO ACTION! •  COMPELLING OFFERS! 58! 56Saturday, July 23, 2011

5 Invest " wisely.! “IF IT DON’T MAKE DOLLARS, IT DON’T MAKE SENSE.” 59! 57Saturday, July 23, 2011

“ It no longer makes economic sense to send an advertising message to the many, in hopes ! of persuading the few.! M. LAWRENCE LIGHT! FORMER CHIEF MARKETING OFFICER" MCDONALDS" 60" 58Saturday, July 23, 2011

Amen.! 61! 59Saturday, July 23, 2011

Thank you Carmen bracamonte Certified digital marketing 813.482.2552 | clb@carmenbracamonte.com Blog: http://seochronicle.wordpress.com/ 60Saturday, July 23, 2011

Small business owner seminar

by carbrac on Aug 08, 2011

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Small business owner seminar Presentation Transcript