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Shelly Kramer - Closing the Trust Gap
The document discusses the transformative impact of the internet on marketing, emphasizing the importance of content marketing and inbound marketing strategies to build trust and engage customers. It highlights the necessity for businesses to adopt a strong online presence, utilize social media, and create valuable content to attract customers effectively. The author stresses that traditional marketing approaches are outdated and that adapting to new media and user expectations is crucial for success.
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Shelly Kramer - Closing the Trust Gap
- 1. The Internet It’sChanged Everything Closing the Trust Gap: How to Use the Web to Serve Your Customers Shelly Kramer, V3 Integrated Marketing @ShellyKramer
- 2. Who Am I? Shelly Kramer CEO, V3 Integrated Marketing @shellykramer INTEGRATED MARKETING Vision + Voice + Value
- 3. WHY Are WeTalking About This? The Web Has Changed Everything
- 4. Two Things Matter Search + Friends
- 5. First, Let’s Understandthe Web of Today
- 6. Google Has aVoracious Appetite
- 7. Content. Why ItMatters. Bill Gates, 1996, “Content is King” “Content is where I expect much of the real money will be made on the Internet ….”
- 9. What We’re UsedTo Traditional Marketing = Push Messaging Display Ads Direct Mail TV + Radio Yellow Pages Cold Calling Email Blast Traditional Marketing is Interruption
- 10. Now, What the#$% is Content Marketing? Blogging Video + Podcasting Email Marketing Flickr, Instagram Social (Twitter, Facebook, LinkedIn) Case Studies, White Papers, Webinars Tumblr, Posterous, etc. And all of this is part of content marketing. And collectively, it’s called “inbound marketing.” Inbound Marketing
- 11. This? It’s Different Content Marketing = Pulling Them In It’s like spreading breadcrumbs on the Internet and hoping they’ll pick them up. Those breadcrumbs are designed to lead them “home” -- to your website, landing page, Facebook page, etc. – wherever it is you want them to end up
- 12. Social Channels DriveBusiness (and Trust) But you have to feed them. Great content is how you do that. Content is breadcrumbs.
- 13. How These ChannelsDrive Business
- 14. Video Content isBig Channel 44% Critical or Important 26% 2009 2011 Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
- 15. Feeding Facebook isSmart Channel Critical or Important 44% Facebook 24% 2009 2011 Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
- 16. Twitter, so NOTAbout Lunch Channel Critical or Important 38% Twitter 21% 2009 2011 Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
- 17.
- 18. Blogging is Marketing AndContent Marketing is not only more cost effective, it’s how you build Trust
- 19. I’ll Say ItAgain: Content Marketing Works
- 20. 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
- 21. Who’s investing inthis?
- 22. Let’s Talk SEO+ Content
- 23. Let’s Talk SEO+ Soc Nets
- 24.
- 25. % Of people trustrecommendations from peers. Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
- 26. % Of peopletrust advertisements. Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
- 27. Option Things You Can Do
- 28. If they can’tfind you on the web, they can’t become your customers.
- 29. Give them Value.Give them information they need. Serve them. News, Resources, Fun Pssst: Value leads to TRUST
- 30. Option Video Rules
- 31.
- 32. is the secondlargest search engine next to Google with 800 million unique users per month
- 33. • 1 hourof video is uploaded to YouTube every SECOND. • There is more video uploaded to YouTube in 1 month than the major TV networks created in 60 years • YouTube Mobile gets over 600 MILLION views a day. Traffic from mobile devices TRIPLED in 2011
- 34. • 500 Yearsof YouTube video is watched every DAY on Facebook • Over 700 YouTube videos are shared on Twitter each MINUTE • More than 50% of the videos on YouTube have been rated and/or include comments from the community.
- 35. Helps Customers Getto Know You. And Trust You.
- 36. Set up aYouTube Page for your Company and Create Video Content
- 37. Ask the Experts YourCompany Name Here Channel
- 38. Crawford's Ag Supply Store Your Company Ask the Experts Channel CrawfordsTV.com
- 39. Videos can alsobe created for a print and online “Ask the Expert” program.
- 40. Videos can be used on your website, in your newsletters, embedded in your blog and shared on social channels.
- 41. Option Local SEO Services Owning the Local Market is a Big Deal
- 42. Learn this, Liveit … Is Your Client…
- 43. Your Google Imageis? Your Online Identity? Claim It
- 44. When they “GoogleIt” who do they find?
- 45. Remember What ISaid About Video?
- 46.
- 47.
- 49. Local and Industry Directories? Are you listed in local directories? If not, why not? Directories help people find you. It just makes sense.
- 50.
- 51.
- 52. Option Mobile Services
- 53. Smartphone penetration continues to rise in all categories
- 54. Business Owners % Are likely to try mobile Source: Borrell Associates
- 55. % Less than of businesses havemobile enabled websites
- 56. Most websites lookfine on a desktop computer…
- 57. …or on alaptop.
- 58. Most desktop websiteswere 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.
- 59. % of businesses havenever checked the appearance or function of their website on a smartphone. Source: Fanminder – Mobile Marketing Survey (August, 2010)
- 60. Can you see this? More importantly, canyou use it? (Psst: Farm Credit, you know I heart you!)
- 61. Improved. But NotThere Yet.
- 62. This isn’t aboutpicking on anyone, it’s about learning
- 63. Another example ofa non-mobile site
- 64. And here’s someonedoing it right …..
- 65. Percentage of smartphoneowners accessing the Internet or email
- 66. Mostly go online using their phone 2011 - Pew Research Center Internet & American Life Project.
- 67. Many of the“Cell Mostly” individuals have other sources of online access at home...
- 68. …but roughly one-thirdof these users lack a high-speed home broadband connection Are these your customers + prospects?
- 71. A mobile appisn't a strategy "I need an app” is the 2011 version of "I need a Facebook Page.”
- 72. Apps Are Cool.Do You Need One?
- 73. Smartphone usage with farmers,ranchers, growers and producers are on the rise. And consumers are tethered to their devices, too.
- 74.
- 75.
- 76.
- 77.
- 78.
- 79. Option Social Media
- 80. Social Media Why bother? 93% of people expect companies to have a social media presence
- 81. Social Channels iswhere she is. And where her friends are.
- 82. She’s there, too.And she goes to Facebook every day – not a newspaper.
- 83. And this one?She’s using social media channels, too.
- 84. SMB’s Greatest Challenge? Finding New Customers
- 85. Tactics to findnew customers 2010 2011 Website 51% 85% Search 38% 74% Video 20% 54% Source: New Study by Bredin Business Information
- 86. Tactics to findnew customers 2010 2011 Coupon Offers (Groupon) - 53% Mobile - 49% Twitter 27% 50% Facebook 43% 65% Source: New Study by Bredin Business Information
- 87. Social Media isfor 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
- 88. WHY Are WeTalking About This? Seth Godin, 2008 “Content marketing is all the marketing that’s left.” In the new marketing world, you can’t fake it, so you have no choice but to be real. Real = Trust
- 89. Social Media is About Trust Content marketing helps you build trust
- 90. So, What AreWe Going to Do Now?
- 91. The Formula HasChanged Old Way: Money x Media = Business New Way: Time x Media = Business
- 92. Today …. Every companyis a media company. Every company needs a content strategy. Every company needs a social media presence.
- 93. % Of All MarketingWill Be Inbound by 2015-16. Source Tony Jaros, Sirius Decisions, DemandCon, 2012 http://brighttalk.com/webcast/6951/42707 ,
- 98. How Do WeDo It? Build Listen Participate Create or Adapt to SERVE Them
- 99. “It is notthe 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
- 100. Be Patient, BeSmart Change is hard. This stuff takes time. And it costs money. Do it yourself and you’ll get what you pay for.
- 101. Stalk Me …I don’t bite (normally) 816.200.2520 Shelly@V3im.com www.v3im.com LinkedIn twitter.com/shellykramer facebook.com/shellykramer Shelly DeMotte Kramer
- 102. The Internet It’s Changed Business Now, will you change with it? If we can help, let us know. Shelly Kramer, V3 Integrated Marketing @ShellyKramer
Editor's Notes
- #3 Borrell AssociatesShape decisions made by the business
- #4 If you don’t like this color combination, I can send you some others.
- #6 If you don’t like this color combination, I can send you some others.
- #7 If you don’t like this color combination, I can send you some others.
- #8 If you don’t like this color combination, I can send you some others.
- #9 If you don’t like this color combination, I can send you some others.
- #10 If you don’t like this color combination, I can send you some others.
- #11 If you don’t like this color combination, I can send you some others.
- #14 If you don’t like this color combination, I can send you some others.
- #20 If you don’t like this color combination, I can send you some others.
- #21 If you don’t like this color combination, I can send you some others.
- #23 If you don’t like this color combination, I can send you some others.
- #28 Fix this
- #29 this slide flickers – I don’t like that
- #33 or 1 out of 3 humans on the net globally
- #34 or 1 out of 3 humans on the net globally
- #35 or 1 out of 3 humans on the net globally
- #43 No border around the box
- #45 Add a title here that says: Understand The Web of Today
- #46 Add a title here that says: Understand The Web of Today
- #47 If you don’t like this color combination, I can send you some others.
- #48 If you don’t like this color combination, I can send you some others.
- #50 add border here
- #58 Websites on a desktop or browser are not user friendly.
- #69 can you change the top and the bottom headlines – just swap them?
- #73 If you don’t like this color combination, I can send you some others.
- #85 If you don’t like this color combination, I can send you some others.
- #86 Where do these tats come from??? Don’t believe people weren’t using email etc., in 2010, so I need to know what this means
- #89 If you don’t like this color combination, I can send you some others.
- #91 My preference with large photos would be to drop the background and paste the photo in.
- #92 If you don’t like this color combination, I can send you some others.
- #93 If you don’t like this color combination, I can send you some others.
- #95 If you don’t like this color combination, I can send you some others.
- #96 If you don’t like this color combination, I can send you some others.
- #97 If you don’t like this color combination, I can send you some others.
- #98 If you don’t like this color combination, I can send you some others.
- #99 If you don’t like this color combination, I can send you some others.
- #101 If you don’t like this color combination, I can send you some others.