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Transform Your Marketing

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Thank you to Hubspot for the awesome template! Transform Your Marketing!

Thank you to Hubspot for the awesome template! Transform Your Marketing!

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  • http://pewinternet.org/Static-Pages/Trend-Data/Online-Activites-Total.aspxImage http://www.flickr.com/photos/pimboula/By PIMboula
  • http://pewinternet.org/Static-Pages/Trend-Data/Online-Activites-Total.aspxImage http://www.flickr.com/photos/mezdeathhead/By Mez Love
  • Image: http://www.flickr.com/photos/st3f4n/By Stéfanhttp://www.comscore.com/Press_Events/Press_Releases/2010/9/comScore_Releases_August_2010_U.S._Search_Engine_RankingscomScore Explicit Core Search Share Report*August 2010 vs. July 2010 Total U.S. – Home/Work/University LocationsSource: comScore qSearch
  • Image http://www.flickr.com/photos/nicholasjon/10039285/sizes/o/By nicholasjonhttp://totalaccess.emarketer.com/Chart.aspx?R=105978&dsNav=Ro:8,N:1064Chart Title: Time Spent per Day on the Internet According to US Consumers, Oct 2010 (% of respondents) Publication Date: January 12, 2011Topics:Internet UsageGeographies: North America> United StatesSources: The Media Audit
  • http://totalaccess.emarketer.com/Chart.aspx?R=105504&dsNav=Ro:9,N:1064Chart Title: Top 5 Online Activities of US Internet Users, Ranked by Minutes Spent and Share of Time Spent Online, Nov 2010 (billions and % of total) Publication Date: January 11, 2011Topics:Internet UsageMedia ConsumptionSocial Network UsersGeographies: North America> United StatesSources: The Nielsen Company
  • RESEARCH DATA: How B-to-B Buyers Use Search (Google Surprise, Plus 28 Tables & Charts) Feb 06, 2007http://www.marketingsherpa.com/content/?q=node/2568
  • Image http://www.flickr.com/photos/tylerdurden/By tylerdurden1http://www.wired.com/epicenter/2010/07/do-not-call-list-tops-200-million-some-scammers-still-ignore-it/http://www.ftc.gov/opa/2010/07/dnc.shtm
  • http://www.flickr.com/photos/profete/4940673783/sizes/l/By B.RomainSource: Data from over 1,500 small businesses - http://bit.ly/XDkQV
  • Image http://www.flickr.com/photos/ngmmemuda/4166182931/sizes/l/By Juliana Coutinho
  • http://www.flickr.com/photos/mait/3582113151/sizes/l/By Mait Jüriado
  • Image http://www.flickr.com/photos/netzkobold/http://themetricsystem.rjmetrics.com/2010/01/26/new-data-on-twitters-users-and-engagement/RJMetrics January 26, 2010
  • OUTBOUND: direct mail, telemarketing and trade showsINBOUND: blogging, content publishing, search engine optimization, social media
  • http://www.wpp.com/NR/rdonlyres/33EEFF99-FD84-4F00-83DC-E75A3E18B9CF/2129/JWT_PressRelease_JWTReDefinesRole_jan05_guidbc1224.pdf?pageContent_PressRelease
  • http://www.flickr.com/photos/eflon/3261104775/sizes/l/ by eflon
  • http://www.wpp.com/NR/rdonlyres/33EEFF99-FD84-4F00-83DC-E75A3E18B9CF/2129/JWT_PressRelease_JWTReDefinesRole_jan05_guidbc1224.pdf?pageContent_PressRelease
  • http://www.flickr.com/photos/jliba/4389220460/sizes/l/By Josh Liba
  • http://www.flickr.com/photos/brandoncwarren/4164759025/sizes/l/in/faves-bonafidemarketinggenius/By Brandon Christopher Warren
  • Dshah: The KeywordGrader.com points to a non-public (have to login) page. Might want to consider pointing folks to WebsiteGrader or a blog article about keywords.http://www.flickr.com/photos/feiticeira_org/4602643846/sizes/o/ by feiticeira_org
  • Image: http://www.flickr.com/photos/st3f4n/By Stéfan
  • Image: http://www.flickr.com/photos/st3f4n/By Stéfan
  • Transcript

    • 1. IT’S TIME TO
      TRANSFORM
      YOUR MARKETING.
    • 2. AGENDA.
      Consumer Behavior Has Changed
      How We Market Our Products/Services Needs to Change
      Proposed Transformation Plan
      2
    • 3. Consumer Behavior Has Changed
      How We Market Our Products/Services Needs to Change
      Proposed Transformation Plan
      Transform from Outbound to Inbound.
      3
    • 4. …the Internet has turned what used to be a controlled, one-way message into a real-time dialogue with millions.
      4

      DANIELLE SACKS
      THE FUTURE OF ADVERTISING
      FAST COMPANY, NOVEMBER 17, 2010
    • 5. 5
      of adult Americans use the Internet.
      79%
      5
    • 6. 6
      78%
      of Internet users conduct product research online.
    • 7. 7
      searches are conducted every month on Google.
      10.3 Billion
      SOURCE: COMSCORE, AUGUST 2010
    • 8. 8
      1/3
      of US consumers spend three or more hours
      online every day.
      SOURCE: THE MEDIA AUDIT, OCTOBER 2010
    • 9. 9
      US Internet users spend
      3x more
      minutes on blogs & social networks than on email.
      = 1 MINUTE
      SOCIAL NETWORKS/BLOGS
      ONLINE
      GAMES
      EMAIL
      PORTALS
      VIDEOS/MOVIES
      SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010
    • 10. 10
      70% of the links search users click on are organic—not paid.
      SOURCE: MARKETING SHERPA, FEBRUARY 6, 2007
    • 11. 11
      200 Million
      Americans have registered on the Federal Trade Commission’s “Do Not Call” list.
      SOURCE: FTC, JULY 2010
    • 12. Companies that blog get
      website visitors.
      12
      55% more
      SOURCE: HUBSPOT, 2010
    • 13. 13
      57%
      of businesses have acquired a customer through their company blog.
      SOURCE: HUBSPOT, 2011
    • 14. 67%of B2C companies and 41% of B2B companies
      have acquired a customer through Facebook.
      SOURCE: HUBSPOT, 2011
      14
    • 15. 42%of companies have acquired
      a customer through Twitter.
      SOURCE: HUBSPOT, 2011
      15
    • 16. 16
      Inbound marketing costs 62% less per lead than traditional, outbound marketing.
      AVG COST/LEAD: $373
      AVG COST/LEAD: $143
      OUTBOUND
      INBOUND
      SOURCE: HUBSPOT, 2011
    • 17. Consumer Behavior Has Changed
      How We Market Our Products/Services Needs to Change
      Proposed Transformation Plan
      17
    • 18. 18

      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)
    • 19. YOUR COMPANY IN SEARCH ENGINES.
      IF YOU’RE NOT ON THE FIRST PAGE FOR ANY OF YOUR SEARCH TERMS (KEYWORDS), YOU NEED TO ADJUST YOUR MARKETING.
      Source: www.WebsiteGrader.com and HubSpot Internet Marketing
      19
    • 20. YOUR COMPANY IN THE BLOGOSPHERE.
      How many blogs about your business or keywords?
      Trying searching for them on Google.
      Are any of these blogs from your company? If not, you need to adjust your blogging strategy.
      Technorati (a blog search engine) gets 4.5 million visitors per month
      DID YOU FIND YOUR BLOG WHEN YOU PERFORMED A SEARCH?If not, you need be blogging and/or better optimizing your blog for search engines.
      Source: Technorati and HubSpot Internet Marketing
      20
    • 21. YOUR COMPANY ON SOCIAL MEDIA.
      How Many Stories are on Digg about your keywords/business?
      Digg is a top 100 website; over 20 million people visit/month
      How many questions are on LinkedIn about your keywords/business?
      LinkedIn gets 1.5 millions visitors/month; average user is 39yo & earns $139K/year.
      DID YOU FIND YOUR STORIES, BUSINESS, OR KEYWORDS ON DIGG OR LINKED?: Search on Digg, Delicious, LinkedIn or other social media relevant to your company for your keywords. Did you find anything? Were any of the results from your company? If not, you need to be more active in social media and bookmarking sites as well as optimizing your content because you aren’t getting found online by your customers.
      Source: HubSpot Internet Marketing, Digg, LinkedIn, Compete.com
      21
    • 22. YOUR COMPANY VS. THE COMPETITION.
      HOW DID YOU SCORE?: Use www.WebsiteGrader.com to view your website grade. Check your Alexa rank and Google page rank? Have you been doing this continuously to improve getting found online? You should be. How did you score? Do you need to adjust your marketing?
      Source: www.WebsiteGrader.com and HubSpot Internet Marketing
      22
    • 23. The bad news:We’re way behind.
      The good news:We can transform& WIN!!!
      23
    • 24. Consumer Behavior Has Changed
      How We Market Our Products/Services Needs to Change
      Proposed Transformation Plan
      24
    • 25. 25
      Today’s approach:
      “GET IN THEIR FACE” when they’re not looking.
      Tomorrow’s approach: “GET FOUND” when they are looking.
    • 26. 26
      Google is our new business card.
    • 27. 27
      This should be ournew marketing mix.
      • “Interruption”-based
      • 28. Avg response rate: 1-5%
      • 29. “Permission”-based
      • 30. Avg response rate 20-50%
    • 28
      1
      Make stuff people want.
      START CREATING/PUBLISHING CONTENT THAT IS HELPFUL & VALUABLE TO OUR CUSTOMERS:
    • 29
      • THE MORE WE GIVE, THE MORE WE’LL GET
      • 35. INCREASE # OF PAGES & INBOUND LINKS
      • 36. BUILD TRUST, CREDIBILITY, & GOOD WILL
      2
      Be
      generous.
    • 37. 30
      3
      Rock our keywords.
      • GET ON PAGE 1!
      • 38. DOUBLE TRAFFIC
      • 39. CUT PPC SPENDING IN HALF
    • 31
      4
      Give great directions.
      • CREATE RELEVANT LANDING PAGES
      • 40. CLEAR CALLS TO ACTION
      • 41. COMPELLING OFFERS
    • 32
      5
      Invest wisely.
      “IF IT DON’T MAKE DOLLARS, IT DON’T MAKE SENSE.”
    • 42. 6 MONTH GOALS:
      Double web traffic
      Double web leads
      Website Grade above 70
      REPEAT!
      WHERE DO YOU NEED IMPROVEMENT?: Did you find you need to improve web traffic and leads? Do you need to improve your website grade? Creating generous, remarkable content offers to your audience will help drive traffic and leads to your website. Find out how our inbound marketing strategies can help you grow your business. 262-204-7855, info@trustemedia.com, www.TrusteMedia.com
      33
    • 43. PROPOSED BUDGET:
      $10,000/year
      Internet Marketing Software: $3,000
      PPC Spend: $6,000
      Writing / Content / Other: $1,000
      Additional funds based on performance
      HOW MUCH CAN YOU SPEND ON INBOUND MARKETING?: Make sure you include money to pay for tools (software, training, research) to help you achieve your goals, not just money for PPC ads. Inbound marketing strategies work and cost less per lead than outbound marketing strategies. Refocus your marketing budget from outbound to inbound. Know your goals and your budget, then make the switch. Start generating leads today. Contact us for a consultation and demo of inbound marketing software.
    • 44. IT’S TIME TO
      TRANSFORM
      YOUR MARKETING!