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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
Who Am I?
      Shelly Kramer
CEO, V3 Integrated Marketing
      @shellykramer


          INTEGRATED
           MARKETING
     Vision + Voice + Value
Understand The Web of Today


       !"#$%&'(!)*+(,-*!
Traditional
Marketing

 Digital
Marketing
Traditional Marketing

              Print Ads
           Television Ads
            Cold Calling
           Yellow Pages
             Direct Mail
            Email Blast
What Is Digital
 Marketing?
              Blogs
             Ebooks
           White Papers
             Videos
               SEO
           Social Media
            Webinars
           Feeds, RSS
Why This Matters
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
They Really Like It.


                                  Channel
                                 Critical or
                                 Important                       44%
Facebook
                                      24%
                                        2009                         2011
   Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
I Mean It!

                                  Channel
                                 Critical or
                                 Important
                                                                 38%
Twitter
                                       21%
                                        2009                         2011
   Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
Back to Inbound Marketing


It’s really all about
 just one thing …
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
Where do leads come from?
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
%
  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!
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

                        .
I’ll Say It Again: Inbound Marketing Works
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!
Who’s investing in this?!
Let’s Talk SEO + Content
Let’s Talk SEO + Soc Nets
Let’s Talk
Friends
%
Of people trust recommendations from peers.!




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




Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV!
So … How Do I Do This Crap?
1
Option

         Things You Can Do
d
      n !
  ra lf !
B se     !
Y ou r
    If they can’t find you on the web,
 they can’t become your customers.
O Ne
 W dg!!!
Kn owle
 Provide News, Information, Services, Content, Training,
                   Entertainment …. PROVIDE VALUE!!
2
Option


         Video Services
Search Engines




Video
,(!-.*!(*/#0$!1%23*(-!(*%2/.!*03,0*!
  0*4-!-#!5##31*!6,-.!"#$!%&''&()!
      70,87*!7(*2(!9*2!:#0-.!
Help Customers Get to Know You
Set up a YouTube Page for your
  Company and Create Video
           Content
How the Service Industry Can Use the Web to Drive Leads and Sales - Air Conditioning Contractors of America (ACCA)
How the Service Industry Can Use the Web to Drive Leads and Sales - Air Conditioning Contractors of America (ACCA)
How the Service Industry Can Use the Web to Drive Leads and Sales - Air Conditioning Contractors of America (ACCA)
The Impact of a


                  Channel
The Impact of a



  Channel
Videos can also be created for a
        print and online
   “Ask the Expert” program.
Videos can be
archived online
and promoted in
 a print edition,
   association
  newsletter or
    corporate
website or blog.
You’re
 nodding,
aren’t you?
3
Option



         Local SEO Services



 Owning the Local
Market is a Big Deal
Learn this, Live it …




Is Your Client…
Your Google Image is?!




Your Online Identity?


Claim It
When they “Google It” who do they find?
How the Service Industry Can Use the Web to Drive Leads and Sales - Air Conditioning Contractors of America (ACCA)
When they “Google It” who do they find?
Local and Industry
   Directories?
Are you listed in local directories? If
   not, why not? Directories help
   people find you. It just makes
               sense.!
Resources!
Resources!
4
Option


         Mobile Services
Smartphone
  penetration
  continues
 to rise in all
categories
of businesses have mobile
     enabled websites
of businesses have never checked
the appearance or function of their
     website on a smartphone.
       Source: Fanminder – Mobile Marketing Survey (August, 2010)
Most websites look fine on a
   desktop computer…
…or on a laptop.
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.
.*%;03(9*/,%1,(-</#:!
                        Can you see
                        this?

                        More
                        importantly,
                        can you use it?
And here’s someone doing it right …..
Percentage of Smartphone owners
 accessing the Internet or email
Mostly go online
  using their phone
2011 - Pew Research Center Internet & American Life Project.
5
Option


         Social Media
*(+&,'!-./&,!
012!3(41.56!
     #78!#=!9*#91*!*49*/-!
     /#:9%0,*(!-#!.%>*!%!(#/,%1!
         :*$,%!92*(*0/*!
95&%,52!*(+&,'!-./&,!:3;.+<=.>!


   ?L8!                                                          ?@8!
                                                    A5,)/!!
                            :41.5!                  BC,5.).>>!


                         DE>4(%.5!
                        B+IE&>&<()!               DE>4(%.5!
                                                   F5(C41!!!!!
  K#8!                                            G!H(2,'42!     ?J8!
?#72/*@!ABCB!DEFFEGHI!J!KLM!?#/,%1!L*$,%!?-7$&!
People
 .%(!#>*2!NBB!:,11,#0!
   2*3,(-*2*$!7(*2(!
People
 .%(!#>*2!ABB!:,11,#0!
      %//#70-(!
 E>*2!LJ!%&''&()!-6**-(!9*2!$%&!
#=!7(*2(!%/2#((!%11!(#/,%1!:*$,%!91%O#2:(!
        %2*!CN!-#!PB!&*%2(!#=!%3*!
7J!2.,5>!(5!('/.5!




QPR!%2*!SP!-#!PT!
We’re a Wired Bunch – And We
 Participate in Social Media




   51      %
               Higher
                     U:%,1!
M1&)N!41&>!&>!;E>4!O(5!N&/>6!
Finding
New Customers
is the greatest challenge
        for SMBs

       New Study by Bredin Business Information
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
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
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
Understand the Fundamental Truth:
        Your #1 Client Is
6
Option



         Your Website….
There’s a right way. And a wrong way to build them.
                Which one is yours?!
How the Service Industry Can Use the Web to Drive Leads and Sales - Air Conditioning Contractors of America (ACCA)
Here’s Why HubSpot’s Tools Rock
June 2011
October 2011
Install Your Analytics, Then
  Read The #$@ Things!
Oh, the stories they tell …
Old World Way to Reach Customers

   Banner    Website      Search




                          Direct
   Phone    Call Center    Mail




   Lead
   Gen
            Sales Rep     Phone
Old World Way to Reach Customers
   Direct Marketing = Fire Hose
New World Way to Reach Customers!

                  Y,$*#!                                         X%,$!
                                                                ?*%2/.!
                                        ?#/,%1!
                                                                                     WX!"Y!
 "Y!
                                                      V%;03!
                 ),$3*-                                ?,-*(!
                   (!


            UZL%,1!                 )*+(,-*!
                                                                           L#+,1*!
                                                     ?%1*(!
                                                      V*9!
                                               *0!                                            [1#3(!
                                                                  D%11!
                      X2,0-!                                     D*0-*2!

                                           E23%0,/!
                                           ?*%2/.!

       [%00*2!
                                                                F*%$!                    D#::
                                                                5*0!                      70,-&!



                          K,2*/-!
                           :%,1!
New World Way to Reach Customers
Brand Marketing = Envelope them in a Fog
Now,
where’s the #$@*%

   ROI?!
The Key is BENEFITS

             ort vs. Long
           Sh

            Financ ial vs.
               n-Fina ncial
            No
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)
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?)
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? !
“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
Stalk Me … I don’t bite (normally)




   NCQ<ABB<APAB!                ?.*11&YS,:</#:!          666<>S,:</#:!




                                                                F,0]*$W0!
-6,^*2</#:`(.*11&]2%:*2!   =%/*+##]</#:`(.*11&]2%:*2!
                                                        ?.*11&!K*L#^*!_2%:*2!
INTEGRATED
      MARKETING
Vision + Voice + Value
       v3im.com

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