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Inbound Marketing Made Interactive

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It's time to change your ideas about marking. Leverage the Internet!

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Inbound Marketing Made Interactive

  1. 1. IT’S TIME TOTRANSFORMYOUR MARKETING.
  2. 2. AGENDA. 1. Consumer Behavior Has Changed 2. How We Market Our Products/Services Needs to Change 3. Proposed Transformation Plan2
  3. 3. -nounA change or alteration,Especially a radical one.
  4. 4. 1. Consumer Behavior Has Changed 2. How We Market Our Products/Services Needs to Change 3. Proposed Transformation Plan4
  5. 5. …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, 20105
  6. 6. 66 79% of adult Americans use the Internet.
  7. 7. 78% of Internet users conduct product research online.7
  8. 8. 10.3 Billion searches are conducted every month on Google.8 SOURCE: COMSCORE, AUGUST 2010
  9. 9. of US consumers spend 1/3 three or more hours online every day. Viewing 2,750 web pages a month9 SOURCE: THE MEDIA AUDIT, OCTOBER 2010
  10. 10. US Internet users spend 3x more minutes on blogs & social networks than on email. = 1 MINUTE SOCIAL NETWORKS/BLOGS ONLINE EMAIL PORTALS VIDEOS/MOVIES GAMES10 SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010
  11. 11. 12 SOURCE: MARKETING SHERPA, FEBRUARY 6, 2007
  12. 12. 200 Million Americans have registered on the Federal Trade Commission’s “Do Not Call” list.13 SOURCE: FTC, JULY 2010
  13. 13. Companies that blog get 55% more website visitors.14 SOURCE: HUBSPOT, 2010
  14. 14. 57% of businesses have acquired a customer through their company blog.15 SOURCE: HUBSPOT, 2011
  15. 15. 16 SOURCE: HUBSPOT, 2011
  16. 16. 17 SOURCE: HUBSPOT, 2011
  17. 17. Inbound marketing costs 62% less per lead than traditional, outbound marketing. AVG COST/LEAD: $373 AVG COST/LEAD: $143 OUTBOUND INBOUND18 SOURCE: HUBSPOT, 2011
  18. 18. 1. Consumer Behavior Has Changed 2. How We Market Our Products/Services Needs to Change 3. Proposed Transformation Plan19
  19. 19. 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)20
  20. 20. The bad news: You’re way behind. The good news: We can transform & WIN!!!21
  21. 21. 1. Consumer Behavior Has Changed 2. How We Market Our Products/Services Needs to Change 3. Proposed Transformation Plan22
  22. 22. Today’s approach: “GET IN THEIR FACE” when they’re not looking. Tomorrow’s approach: “GET FOUND” when they are looking.23
  23. 23. Google is our your new business card.24
  24. 24. This • “Interruption”-based • Avg response rate: 1-5%shouldbeournewmarketingmix. • “Permission”-based • Avg response rate 20-50%25
  25. 25. -nounAny marketing tactic that relies onearning people’s interest insteadof buying it;a.k.a the key to marketingtransformation1. Get found online2. Convert visitors & Leads3. Analyze & Improve
  26. 26. 1 Make stuff people want. START CREATING/PUBLISHING CONTENT THAT IS HELPFUL & VALUABLE TO OUR CUSTOMERS: • FAQS • HOW-TO’S • EBOOKS • VIDEOS • BLOG!27
  27. 27. • THE MORE WE GIVE, THE MORE WE’LL GET 2 • INCREASE # Be OF PAGES generous. & INBOUND LINKS • BUILD TRUST, CREDIBILITY, & GOOD WILL28
  28. 28. Rock • GET ON PAGE 1! • DOUBLE TRAFFIC our • CUT PPC SPENDING IN HALF keywords.29
  29. 29. 4 Give great directions.• CREATE RELEVANT LANDING PAGES• CLEAR CALLS TO ACTION• COMPELLING OFFERS30
  30. 30. 5 Invest wisely. “IF IT DON’T MAKE DOLLARS, IT DON’T MAKE SENSE.”31
  31. 31. IT’S TIME TOTRANSFORMYOUR MARKETING!

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