The document outlines a pull marketing strategy emphasizing the importance of inbound marketing over traditional methods, highlighting cost efficiency and the creation of compelling content. It discusses elements of search engine marketing, organic search, content marketing, and social media marketing, stressing the need for effective measurement and engagement with potential customers. The document advocates for a multi-channel approach to maximize inbound marketing effectiveness and drive sales.

1. Executing a PullMarketing StrategyKevin KrasonCEO, Biznet Internet Solutions

2. AgendaPull Marketing DefinedDigital Marketing SolutionsStrategy

3. Traditional Marketing…

4. Traditional Marketing is Dead

5. Outbound vs. Inbound MarketingInbound Marketing is desired, impactful, targeted, and extremely cost effective.

6. Change in Ad Spending by Medium2008 to 2009According to marketingcharts.com, “US Ad Spend Plunges 14.2%; Only Online Posts Growth”

7. Forecast: US Interactive Marketing Spend, 2009 to 2014

8. David Meerman Scott: Getting customers used to mean interrupting people with product messages. Today it’s all about compelling content.RohitBharagava: The real secret to great marketing is creating compelling and useful content.Brian Clark: Online, great content is effective advertising and smart marketers are the new media.Seth Godin: Content Marketing is the only marketing left.Top online marketing thought leaders stress the importance of Inbound Marketing

9. Inbound Marketing is more Cost Effective

10. Search Engine Marketing(SEM)

11. Americans conducted 15.7 billion searches in August, 10.3 billion on Google

12. Organic (SEO) vs. Sponsored (PPC)

13. Search Marketing is Economical

14. SEM Growth FactorsGrowth driven by: Increasing advertiser focus on accountability and ROI

15. Increase in small to mid-sized businesses using SEM

16. Greater consumer usage of search utilities

17. Better targeting and niche offerings

18. Increase in competitionOrganic Search Ranking Factors:Content and Relevancy

19. Know Your Stats?

20. Organic Search ProsNo cost-per-click on search enginesGreater credibilityProduces 75% of clicks resulting from search engines

21. Organic Search ConsNo guarantee of link placement on search results pageLimited keyword use, dependent on contentRequires writing skill to properly incorporate terms

22. Pay-Per-Click ProsTrackingInstant resultsReal-time keyword changesAny budgetGeo-demographic targets

23. PPC ConsPrice of keywordsCompetition keyword useDetermining which words to purchase

24. Technical Site Optimization (often called SEO)Optimize each page with keywordsSome places keywords are used:Titles

25. Copywriting

26. Headers

27. Meta tags

28. Image tags

29. Site mapMeasuring ToolsWebsite Traffic (Google Analytics)User Demographics (Quantcast)Search ResultsPage Rank (PR) Alexa Rank BacklinksIndexed Web Pages

30. Content Marketing

31. What is Content Marketing?The art of listening to your customers wants and needs and the science of delivering content to them in a compelling way.

32. Content Marketing ContinuedDeveloping and sharing relevant and valuable content to educate, earn trust, and engage customers with the objective of driving profitable actionsCreates thousands of links from external credible websites back to your website

33. Improves your website's reputation and credibility with search engines

34. Improves your rank on search engines

35. Presents you as a thought leader in your industry

36. Provides potential customers with value

37. Drive Website Traffic

38. Generate New Leads and SalesCommon Content TypesVideos

39. Articles

40. News Releases

41. PowerPoint Presentations

42. How-To's

43. White Papers

44. Wiki Material

45. Blog Posts Content Marketing: Measuring Reach1 in 3 articles goes viral =Distributed to more than 10,000 sites

46. Impressions range from 0 to millions depending on publishing property

47. Website statistics will identify referral sources - can quantify resulting trafficContent Marketing Program Elements: Measurement & ReportingOnline brand mentionsBreadth of content distributionInfluence on Search EnginesImpact on website trafficWebsite rankingsLeadsSales

48. Content Marketing ExampleSource: Google1,220 External Properties Linking Article to Product

49. Social Media Marketing(SMM)

50. What is Social Media?Face to Face networking or Word-of-Mouth Marketingin a virtual world