Making Sense of the Online World: The State of Marketing in 2012


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These slides were part of our inbound marketing Training Webinar on January 19, 2012.

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Making Sense of the Online World: The State of Marketing in 2012

  1. 1. Making Sense of the Online World:The State of Marketing in 2012 Inbound Marketing Training Webinar January 19, 2012
  2. 2. Thanks for attending. The webinar will begin shortly. 1) Every company is a publisher Marketing Like it or not, you are now required to create downloadable PDFs, white papers, case studies, blog posts, social media updates, etc. Today Your future (and existing) donors, clients, and customers are more likely to find you 5 Realities You Can’t Ignore than you are them. You can’t become a thought leader and not publish. And a by Ben Stroup strategy of spreading your message one ( person at a time won’t keep pace with the ever-changing digital landscape. You simply can’t scale outside of digital publishing efforts.
  3. 3. Thanks for attending. The webinar will begin shortly. 2) Every key person should have a digital presence Marketing Determine the individuals who are your spokespeople. This isn’t limited to owners Today or senior executives. These are the people who are most likely to interact with your core target audience on a regular basis. 5 Realities You Can’t Ignore People will want to follow them on Twitter, by Ben Stroup read their status updates on Facebook, ( and connect with them on LinkedIn (and maybe even Google Plus). This helps “the rest of us” stay connected and gain trust with those who live on the platform. If you don’t have a digital presence, in a sense, you don’t exist.
  4. 4. Thanks for attending. The webinar will begin shortly. 3) Every marketing campaign Marketing should begin and end online Print media still has a place. But digital Today real-estate is the most valuable property your company will ever own. Your print campaigns should be an extension of your Web presence. 5 Realities You Can’t Ignore by Ben Stroup Any call to action should include an ( opportunity for people to respond online in some fashion. No company wants to miss out on the excitement of a new customer, client, or donor sharing their decision with their social sphere of influence. You can’t buy that kind of advertising and promotion.
  5. 5. Thanks for attending. The webinar will begin shortly. 4) Every new staff member must, at least, understand social Marketing networking Of course, there are positions that may not Today immediately connect with social media. But what if I could communicate with my mechanic via Twitter instead of the phone? Or what if I could receive regular updates 5 Realities You Can’t Ignore from my running coach via short videos on his or her YouTube channel that by Ben Stroup demonstrated technique? ( It goes without saying that every marketing new hire must understand social networking. Things are moving too fast to hire someone and then “teach them the ropes.” But don’t limit social networking to your marketing department only!
  6. 6. Thanks for attending. The webinar will begin shortly. 5) Every company must consistently create great Marketing content Today The world of inbound marketing demands that companies “feed the beast.” Consistency and frequency of content is what search engines crave. 5 Realities You Can’t Ignore This is not a sprint; it’s a marathon. Your by Ben Stroup ( ability to execute an editorial calendar consistently will not only boost your SEO, it will also separate you from your competition. Few companies are doing this well right now.
  7. 7. Making Sense of the Online World:The State of Marketing in 2012 Inbound Marketing Training Webinar January 19, 2012
  8. 8. Facts about the online world Facebook tops Google for weekly traffic in the U.S. The number of people on Facebook 2x the size of the U.S. population A new member joins LinkedIn every second The #2 largest search engine in the world is YouTube During our webinar this morning, over 300 hours of video will be uploaded to YouTube
  9. 9. A shift from traditional marketing Ford Explorer launch on Facebook was more effective than Super Bowl Ad Over 32 million have watched the Volkswagen Darth Vader Kid advertisement ... on YouTube eReaders have surpassed traditional book sales Groupon will reach $1 billion in sales faster than any company in history There are over 75 million more people playing Farmville than there are real Farmers
  10. 10. 2012: The Year ofGrowing SocialMarketing Maturity
  11. 11. “Finding” and“Getting Found”
  12. 12. Finding your “community”Community = prospects, current customers, competition
  13. 13. Finding your “community”1) An integrated web presence2) Community “persona”3) Listening well
  14. 14. "Today, no company is too big to fail ortoo small to succeed. Simply knowingyour customer is one thing. But,understanding how they make decisionsand participating in that processinfluences behavior while buildingmeaningful relationships."~ Brian Solis
  15. 15. Getting Found Online It remains true that more of your prospective customers will find you than you’ll find them.  So, for prospects and future business, it’s got to be a priority that your website and overall web presence is optimized for search.
  16. 16. Thank you for joining us.