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"

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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)
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  • Executing a Pull Marketing Strategy

    1. 1. Executing a Pull<br />Marketing Strategy<br />Kevin Krason<br />CEO, Biznet Internet Solutions<br />
    2. 2. Agenda<br />Pull Marketing Defined<br />Digital Marketing Solutions<br />Strategy<br />
    3. 3. Traditional Marketing…<br />
    4. 4. Traditional Marketing is Dead<br />
    5. 5. Outbound vs. Inbound Marketing<br />Inbound Marketing is desired, impactful, targeted, and extremely cost effective.<br />
    6. 6. Change in Ad Spending by Medium2008 to 2009<br />According to marketingcharts.com, “US Ad Spend Plunges 14.2%; Only Online Posts Growth”<br />
    7. 7. Forecast: US Interactive Marketing Spend, 2009 to 2014<br />
    8. 8. David Meerman Scott: Getting customers used to mean interrupting people with product messages. Today it’s all about compelling content.<br />RohitBharagava: The real secret to great marketing is creating compelling and useful content.<br />Brian Clark: <br />Online, great content is effective advertising and smart marketers are the new media.<br />Seth Godin: Content Marketing is the only marketing left.<br />Top online marketing thought leaders stress the importance of Inbound Marketing<br />
    9. 9. Inbound Marketing is more Cost Effective<br />
    10. 10. Search Engine Marketing(SEM)<br />
    11. 11. Americans conducted 15.7 billion searches in August, 10.3 billion on Google<br />
    12. 12. Organic (SEO) vs. Sponsored (PPC)<br />
    13. 13. Search Marketing is Economical<br />
    14. 14. SEM Growth Factors<br />Growth driven by:<br /><ul><li> Increasing advertiser focus on accountability and ROI
    15. 15. Increase in small to mid-sized businesses using SEM
    16. 16. Greater consumer usage of search utilities
    17. 17. Better targeting and niche offerings
    18. 18. Increase in competition</li></li></ul><li>Organic Search Ranking Factors:Content and Relevancy<br />
    19. 19. Know Your Stats?<br />
    20. 20. Organic Search Pros<br />No cost-per-click on search engines<br />Greater credibility<br />Produces 75% of clicks resulting from search engines<br />
    21. 21. Organic Search Cons<br />No guarantee of link placement on search results page<br />Limited keyword use, dependent on content<br />Requires writing skill to properly incorporate terms<br />
    22. 22. Pay-Per-Click Pros<br />Tracking<br />Instant results<br />Real-time keyword changes<br />Any budget<br />Geo-demographic targets<br />
    23. 23. PPC Cons<br />Price of keywords<br />Competition keyword use<br />Determining which words to purchase<br />
    24. 24. Technical Site Optimization (often called SEO)<br /><ul><li>Optimize each page with keywords</li></ul>Some places keywords are used:<br /><ul><li>Titles
    25. 25. Copywriting
    26. 26. Headers
    27. 27. Meta tags
    28. 28. Image tags
    29. 29. Site map</li></li></ul><li>Measuring Tools<br />Website Traffic (Google Analytics)<br />User Demographics (Quantcast)<br />Search Results<br />Page Rank (PR) <br />Alexa Rank <br />Backlinks<br />Indexed Web Pages<br />
    30. 30. Content Marketing<br />
    31. 31. What is Content Marketing?<br />The art of listening to your customers wants and needs and the science of delivering content to them in a compelling way.<br />
    32. 32. Content Marketing Continued<br />Developing and sharing relevant and valuable content to educate, earn trust, and engage customers with the objective of driving profitable actions<br /><ul><li>Creates thousands of links from external credible websites back to your website
    33. 33. Improves your website's reputation and credibility with search engines
    34. 34. Improves your rank on search engines
    35. 35. Presents you as a thought leader in your industry
    36. 36. Provides potential customers with value
    37. 37. Drive Website Traffic
    38. 38. Generate New Leads and Sales</li></li></ul><li>Common Content Types<br /><ul><li>Videos
    39. 39. Articles
    40. 40. News Releases
    41. 41. PowerPoint Presentations
    42. 42. How-To's
    43. 43. White Papers
    44. 44. Wiki Material
    45. 45. Blog Posts </li></li></ul><li>Content Marketing: Measuring Reach<br /><ul><li>1 in 3 articles goes viral =Distributed to more than 10,000 sites
    46. 46. Impressions range from 0 to millions depending on publishing property
    47. 47. Website statistics will identify referral sources - can quantify resulting traffic</li></li></ul><li>Content Marketing Program Elements: Measurement & Reporting<br />Online brand mentions<br />Breadth of content distribution<br />Influence on Search Engines<br />Impact on website traffic<br />Website rankings<br />Leads<br />Sales<br />
    48. 48. Content Marketing Example<br />Source: Google<br />1,220 External Properties Linking Article to Product<br />
    49. 49. Social Media Marketing(SMM)<br />
    50. 50. What is Social Media?<br />Face to Face networking or Word-of-Mouth Marketingin a virtual world<br />
    51. 51. What is Social Media?<br />Engagement and relationship building with prospective customers in a virtual environment<br /><ul><li>Uses online tools to share and discuss information and experiences with others
    52. 52. Integrates technology and social interaction through words, pictures, videos and audio
    53. 53. Builds relationships and trust as users share stories and experiences
    54. 54. Usesconversations through networking to share experiences, links, and information about a company, product or service
    55. 55. Must provide value to be effective</li></li></ul><li>What can Social mediado for you?<br />Identify and create prospects<br />Create brand awareness<br />SEO via link building<br />Public relations services<br />Relationship and network building<br />Establish thought leadership<br />Create Business Leads<br />
    56. 56. Social Media is for B2B and B2C<br />Source: HubSpot State of Inbound Marketing Report<br />
    57. 57. Social Media Tools<br /><ul><li>Blogging, micro-blogging, & RSS (open platform, Wordpress, Blogger)
    58. 58. Wikis, & web office tools (Internal or public)
    59. 59. Social networks, (such as Facebook, MySpace, LinkedIn, etc)
    60. 60. Social bookmarking, social news sites (such as Digg, StumbleUpon, Reddit)
    61. 61. Online photo sharing, (such as Flickr & PhotoBucket)
    62. 62. Podcasting/videocasting, (YouTube, iTunes, etc)</li></li></ul><li>50% of Social Media activity happens on properties you’ve never heard of.<br />
    63. 63. Social Media: Quick Facts<br />75 % of US Adults use social media<br />49% of social media (SM) users log on daily<br />31% agree SM is more credible than ads<br />61% research purchases with SM<br />36% use SM for purchasing decisions<br />40% are talking and learning from specific orgs<br />25% of users “feel better” about companies using SM<br />89% of users use SM more/same as last year<br />Source: CNW Group and Leger Marketing<br />
    64. 64. Social Media is a Key Driver in<br />Brand Awareness and Affinity<br />
    65. 65. Social Media: Measuring Reach<br /><ul><li>75% of US Adults use Social Media
    66. 66. 70% of US online Adults are “spectators” of social media content
    67. 67. Each Social Media “creation” equates to 10+ quality impressions (ex. 1,000 engagements= 10,000 impressions)</li></li></ul><li>Social Media Process<br />Three phases of an end to end program:<br /><ul><li> Listening: Discovering real-time, relevant, impactful conversations
    68. 68. Measuring: Monitoring, analyzing and tracking those conversations
    69. 69. Engaging: Active dialog with customers and tracking/ tagging comments for further use</li></li></ul><li>Social Media: Measurement & Reporting<br />Social Media Engagements/Influence<br />Online brand mentions<br />Influence on Search Engines<br />Impact on website traffic<br />Website rankings<br />Leads <br />Sales<br />
    70. 70. Maximizing Inbound Marketing: <br />Search, Content and Social Media<br />In order to effectively use inbound marketingyou must leverage multiple channels!<br />Social Media<br />Content<br />Search<br />
    71. 71. Strategy<br />
    72. 72. Strategy<br />Business Objective<br />Budget<br />Measure of Success<br />Resources<br />
    73. 73. Business Objective<br />Sales & Marketing Initiatives<br />Process Automation<br />Ebusiness<br />Communication (including information and education)<br />Customer Service<br />
    74. 74. Project Objective<br />Know your Target Audience<br />
    75. 75. Budget<br />Can you quantify your objectives financially?<br />What is the lifetime value of a new customer?<br />How much are you willing to pay to obtain that customer?<br />What is your annual sales goal?<br />What is your average profit margin?<br />What can you afford to invest?<br />
    76. 76. Measure of Success<br />New Sales<br />Prospect and client lists<br />Customer service ratings<br />Web traffic<br />Time Costs<br />Marketing Costs<br />Postage<br />Staffing costs<br />Set Goals<br />
    77. 77. Resources<br />Internal:<br />Sales Manager<br />Marketing Manager<br />External:<br />Digital Marketing Partner<br />Web Developer<br />Advertising & PR Partners<br />
    78. 78. Thank you!<br />Kevin Krason<br />kkrason@biznetis.net<br />248.560.9000<br />Twitter.com/kevinbiznet<br />LinkedIn.com/in/kevinkrason<br />