This presentation: How the Service Industry Can Use The Web to Drive Leads and Sales was prepared for the Kansas City Chapter of the Air Conditioning Contractors of America (ACCA Kansas City). The audience was comprised of business owners selling direct to consumers as well as to HVAC industry partners who focus on the B2B audience. The presentation was designed to take an audience who had mostly relied on Yellow Page advertising and other types of traditional advertising through the process of understanding what digital marketing is - and illustrating the financial benefits of shifting your business focus to inbound marketing tactics as opposed to limiting your marketing efforts strictly to outbound marketing channels. Some of the things we cover are: The benefits of branding yourself and owning knowledge - and the value of Content Marketing; The value of integrating Video and YouTube into your online marketing efforts; Understanding the importance of, and the value delivered by focusing on Local SEO strategies; The importance of Mobile Technology to businesses today and how to integrate a mobile mindset into your overall marketing efforts; Why Social Media matters and how businesses - both B2B and B2C, are using social media marketing today; And the fact that all of the foregoing starts with a website that's built by someone who knows how to do it correctly. A well-designed website has the right content, is SEO optimized, has regular, fresh content being contributed and is working for you - 24 hours a day, 7 days a week. If you're trying to figure out what to do next to get your business headed in the right direction and maximizing the potential of the Internet, this presentation might help.

1. The Internet
It’s Changed Business
How to Use the Web to Drive
Leads and Sales...and Serve
Your Customers
Shelly Kramer, V3 Integrated Marketing
@ShellyKramer

2. Who Am I?
Shelly Kramer
CEO, V3 Integrated Marketing
@shellykramer
INTEGRATED
MARKETING
Vision + Voice + Value

3. Understand The Web of Today
!"#$%&'(!)*+(,-*!

4. Traditional
Marketing
Digital
Marketing

5. Traditional Marketing
Print Ads
Television Ads
Cold Calling
Yellow Pages
Direct Mail
Email Blast

6. What Is Digital
Marketing?
Blogs
Ebooks
White Papers
Videos
SEO
Social Media
Webinars
Feeds, RSS

7. Why This Matters

8. Don’t Take My Word For It
Channel 44%
Critical or
Important
26%
2009 2011
Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs

9. They Really Like It.
Channel
Critical or
Important 44%
Facebook
24%
2009 2011
Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs

10. I Mean It!
Channel
Critical or
Important
38%
Twitter
21%
2009 2011
Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs

11. Back to Inbound Marketing
It’s really all about
just one thing …

12. Inbound Marketing Costs Less
Outbound
Ave. Cost Per Lead
Inbound is
$332 60%
lower per lead
Inbound
Ave. Cost Per Lead
$134
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

13. Where do leads come from?

14. More Budget Dollars Being Allocated to Corporate
Blogging
65%
61%
48%
2009 2010 2011
Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs

15. %
increase in website pages indexed by Google for
companies that blog over companies that don't blog.!
Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV!

16. Why Does This Matter?
It’s Money, Plain and Simple
More Indexed Pages = $
Companies with more indexed pages on Google,
Yahoo and Bing generate more sales leads.!
Every 50 to 100 incremental indexed pages can
mean double-digit lead growth.!
Growth in new leads accelerates significantly once
websites achieve 300+ pages indexed by Google
.

17. I’ll Say It Again: Inbound Marketing Works

18. Let’s Talk Content
27 Million
Pieces of online content are shared daily!
1 in 5
Social media messages include links to content!
60 Percent
of content-sharing messages specific to an
industry mention a brand or product by name!

19. Who’s investing in this?!

20. Let’s Talk SEO + Content

21. Let’s Talk SEO + Soc Nets

22. Let’s Talk
Friends

23. %
Of people trust recommendations from peers.!
Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV!

24. %
Of people trust advertisements.!
Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV!

25. So … How Do I Do This Crap?

26. 1
Option
Things You Can Do

27. d
n !
ra lf !
B se !
Y ou r
If they can’t find you on the web,
they can’t become your customers.

28. O Ne
W dg!!!
Kn owle
Provide News, Information, Services, Content, Training,
Entertainment …. PROVIDE VALUE!!

29. 2
Option
Video Services

30. Search Engines
Video

31. ,(!-.*!(*/#0$!1%23*(-!(*%2/.!*03,0*!
0*4-!-#!5##31*!6,-.!"#$!%&''&()!
70,87*!7(*2(!9*2!:#0-.!

32. Help Customers Get to Know You

33. Set up a YouTube Page for your
Company and Create Video
Content

37. The Impact of a
Channel

38. The Impact of a
Channel

39. Videos can also be created for a
print and online
“Ask the Expert” program.

40. Videos can be
archived online
and promoted in
a print edition,
association
newsletter or
corporate
website or blog.

41. You’re
nodding,
aren’t you?

42. 3
Option
Local SEO Services
Owning the Local
Market is a Big Deal

43. Learn this, Live it …
Is Your Client…

44. Your Google Image is?!
Your Online Identity?
Claim It

45. When they “Google It” who do they find?

47. When they “Google It” who do they find?

48. Local and Industry
Directories?
Are you listed in local directories? If
not, why not? Directories help
people find you. It just makes
sense.!

49. Resources!

50. Resources!

51. 4
Option
Mobile Services

52. Smartphone
penetration
continues
to rise in all
categories

53. of businesses have mobile
enabled websites

54. of businesses have never checked
the appearance or function of their
website on a smartphone.
Source: Fanminder – Mobile Marketing Survey (August, 2010)

55. Most websites look fine on a
desktop computer…

56. …or on a laptop.

57. Most desktop websites were
not designed to be viewed
on the small screens of
mobile devices.
Fonts can be too small,
images are too small,
navigation can be clunky,
Flash won’t work, lengthy
page loads, and the list
goes on and on.

58. .*%;03(9*/,%1,(-</#:!
Can you see
this?
More
importantly,
can you use it?

59. And here’s someone doing it right …..

60. Percentage of Smartphone owners
accessing the Internet or email

61. Mostly go online
using their phone
2011 - Pew Research Center Internet & American Life Project.

62. 5
Option
Social Media

63. *(+&,'!-./&,!
012!3(41.56!
#78!#=!9*#91*!*49*/-!
/#:9%0,*(!-#!.%>*!%!(#/,%1!
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64. 95&%,52!*(+&,'!-./&,!:3;.+<=.>!
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A5,)/!!
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65. People
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2*3,(-*2*$!7(*2(!

66. People
.%(!#>*2!ABB!:,11,#0!
%//#70-(!
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67. #=!7(*2(!%/2#((!%11!(#/,%1!:*$,%!91%O#2:(!
%2*!CN!-#!PB!&*%2(!#=!%3*!

68. 7J!2.,5>!(5!('/.5!
QPR!%2*!SP!-#!PT!

69. We’re a Wired Bunch – And We
Participate in Social Media
51 %
Higher
U:%,1!

70. M1&)N!41&>!&>!;E>4!O(5!N&/>6!

71. Finding
New Customers
is the greatest challenge
for SMBs
New Study by Bredin Business Information

72. Tactics to find new
customers
ABCB! ABCC!
0.3>&4.! 51% 85%
*.,5+1! 38% 74%
P&/.(! 20% 54%
Source: New Study by Bredin Business Information

73. Tactics to find new
customers
ABCB! ABCC!
D(EQ()!
:R.5>!
SF5(EQ()T!
- 53%
-(3&'.! - 49%
MC&U.5! 27% 50%
V,+.3((N! 43% 65%
Source: New Study by Bredin Business Information

74. Social Media is for Leads and Sales
Percentage of companies that have acquired a customer from:
Company
Blog 63%
LinkedIn 39%
Facebook 67%
Twitter 53%
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

75. Understand the Fundamental Truth:
Your #1 Client Is

76. 6
Option
Your Website….

77. There’s a right way. And a wrong way to build them.
Which one is yours?!

79. Here’s Why HubSpot’s Tools Rock

80. June 2011

81. October 2011

82. Install Your Analytics, Then
Read The #$@ Things!

83. Oh, the stories they tell …

84. Old World Way to Reach Customers
Banner Website Search
Direct
Phone Call Center Mail
Lead
Gen
Sales Rep Phone

85. Old World Way to Reach Customers
Direct Marketing = Fire Hose

86. New World Way to Reach Customers!
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87. New World Way to Reach Customers
Brand Marketing = Envelope them in a Fog

88. Now,
where’s the #$@*%
ROI?!

89. The Key is BENEFITS
ort vs. Long
Sh
Financ ial vs.
n-Fina ncial
No

90. Before ROI, You Get This
• Increase in site traffic
• Increase in time spent on site
• Views of a specific landing page, blog post
or offer
• Increased follower/like/friend base
• Increase in Share of Voice
• Increase in Positive Sentiment (this means
they like you) (more)

91. And the Payoff …
• Increased revenue
• More leads
• Shorter sales cycles
• Lower customer acquisition costs
• Lower customer service costs
• Lower customer retention costs
(Are You Happy Yet?)

92. Scorecard
Financial Have Revenue/Profits increased? !
Financial Have Costs decreased? !
Have consumer attitudes about
Brand the brand improved? !
Risk
Management Better prepared to find/respond? !
Has the company enhanced
Digital it’s assets? !

93. “It is not the strongest of the
species that survives, nor the
most intelligent that survives.
It is the one that is the most
adaptable to change.”
- Charles Darwin

94. Stalk Me … I don’t bite (normally)
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95. INTEGRATED
MARKETING
Vision + Voice + Value
v3im.com