Inbound Marketing by Search High - the problems it solves in a world where the power has moved from the seller to the consumer.

1. Search High’s
Persuasion
Marketing

2. Google has
fundamentally
changed how we
buy - Search &
Research

3. Customers can find what they
want when they want it.

4. Traditional marketing techniques are
becoming increasingly redundant.

5. Advertising, direct mail,
promotion, trade shows…even
email marketing …has had it day.

6. “There’s too much
marketing NOISE”
Why should people be
bothered to pay
attention to stuff they
don’t want?
When they can quickly
and easily find the
stuff they do want.

7. Don’t just take our word for it.
Some recent figures:
“Engaged” Marketing leads cost 61% LESS than traditionally acquired leads.
Average budget for telemarketing halved in one year.
57% of companies who blog have reported acquiring leads through the blog.
62% of companies report Social Media is increasing in importance as a source of
leads.
70% of companies report YouTube is useful, important or critical to their business.
*Source: January 2012: State of Inbound Marketing Survey

8. • It’s a whole new Marketing World out
there. It’s all changed.
• Less About “outbound” marketing
• More about “inbound” marketing

9. You have two
options:
1. Ignore it (at
your peril!)
2. Embrace it!

10. What you
want is
still the
same,
right?
More…
Buying more

11. It’s just
how you go
about
achieving it
is
different…

12. …because your
customers will be
on the Internet*
searching for what
they want and
those best placed
to give it to them
*[Internet = computer,
smartphone, iPad, etc]

13. …they won’t
be waiting for
your brochure
to come
through the
post.
…or for that
trade show to
happen.

14. You need to be there,
where and when people
are looking to buy what
you are selling.

15. Being there doesn’t
always mean being
top of the Google
Search Ranking
…it’s not as simple as
that

16. Being
“there” is a
start…
BUT it’s also
about…

17. This is because
there is a ‘buying
process’ going
on, behind every
purchase!
People think
before they buy
and take a
number of things
into
consideration.

18. Search Ranking is vanity.
Conversion (to a sale) is
sanity…
and conversions come
from the sum of the parts

19. Two fundamental
human emotions
are in play:
Pain, to avoid loss
Pleasure, to gain
reward
…and this applies
to buying, as it
does everything
else we do!

20. to avoid loss (or pain) =
reputation is important
to gain reward (or
pleasure) = interest and
desire are important

21. Reputation… People buy on recommendation
via word-or-mouth messages from people and places
that they trust.

22. It’s a Fact
‘Social Media’
can spread your
reputation
(good or bad)
further and
faster, where
people are
connected to
one another via
the Internet.

23. Do you know
what people are
saying about
your
organisation?

24. Engagement…
People will only
listen to what you
have to say if it is
interesting and
relevant to them -
otherwise they will
go somewhere
more interesting.

25. Amazing content (words, pictures, video) on your
web-site can provide a stunning user experience
and get customers to ‘stick around’ and come back
for more (and they’ll even tell others) …it’s called
nurturing leads.

26. Desire…
By getting your
customers to
interact with you
and your
business
effectively, you
can convert your
leads into sales

27. Ranking…
By ranking highly
in search results
you invite
visitors to
engage with
great, relevant
content. Both
blogging & social
media help
search rankings.

28. SEO Has a Role…
Well executed Search
Engine Optimisation
(SEO) can improve
your rankings – and
visibility - when your
customers are
searching for what
you sell. But what
then?

29. To be there,
with your
customers,
you have a
number of
options

31. 1) Do it
Yourself?
BUT…you need to
become an expert,
quickly
Do you really have
the time?

32. 2) Inbound
Software (e.g.
Hubspot)?
BUT… you
need the
budget (£8K++)
and it’s still a
DIY tool.

33. 3) Marketing
Agency?
Traditional
Marketing
Agency
- it’s not
their day job

34. Digital Marketing Agency process!
– it’s fragmented (a bit of SEO, a bit of Social
Media and bit of something else) – it’s not
treated as an (integrated) buying process

35. 4) SEO specialist
It’s all about the
rankings…and inevitably
you will be left
disappointed (not
converting leads into
customers)!
SEO is only one piece
of the jigsaw

36. 5) Use Search High
What we do…we identify
your target customers’
buying process and get them
to:
…find you (through search)
…learn about you
(through content)
…trust you (through reputation)
…buy from you (through
building relationships)
…getting you more
customers, buying more.

37. Google has changed
fundamentally how we
buy
Have you
changed the
way you sell?

38. Search High
Get Found – Get Involved – Get Customers
Email me: paulm@searchhigh.co.uk
Call us: 0845 6 80 90 21
Newark Beacon Innovation Centre
Cafferata Way
Newark
NG24 2TN