Safety Harbor Small Business Seminar

1. IT’S TIME TO!
TRANSF RM!
YOUR MARKETING.
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Saturday, July 23, 2011

2. trans·for·ma·tion
-noun!
!
A change or alteration, !
especially a radical one.!
2" SOURCE: WORLD ENGLISH DICTIONARY"
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Saturday, July 23, 2011

3. “ …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, 2010"
3"
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Saturday, July 23, 2011

4. 78% "
of Internet users conduct product research online.
5! SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010
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Saturday, July 23, 2011

5. 10.3 Billion! searches are conducted "
every month on Google.!
6! SOURCE: COMSCORE, AUGUST 2010
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Saturday, July 23, 2011

6. The average US Internet user"
2,750!
views"
web pages per month.
7! SOURCE: THE NIELSEN COMPANY, JANUARY 2011
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Saturday, July 23, 2011

7. 1/3
of US consumers spend "
three or more hours !
online every day.!
8! SOURCE: THE MEDIA AUDIT, OCTOBER 2010
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Saturday, July 23, 2011

8. 24% "
of adults have posted comments "
or reviews online about the things
they buy.!
9! SOURCE: ONLINE PRODUCT RESEARCH, SEPTEMBER 29, 2010
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Saturday, July 23, 2011

9. Your customers are relying more & more on
social. 9 out of 10!
9 out of 10 Internet users visited "
a social networking site each month in 2010.!
10! SOURCE: COMSCORE, FEBRUARY 2011
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Saturday, July 23, 2011

10. 1 out of every 8 !
minutes online "
is spent on Facebook.!
11! SOURCE: COMSCORE, FEBRUARY 2011
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Saturday, July 23, 2011

11. Twitter’s active !
user base generates!
90 Million
tweets per day.!
12! SOURCE: RJMETRICS, JANUARY 2010
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Saturday, July 23, 2011

12. More than half !
of all Internet users "
read blogs at least monthly."
13! SOURCE: EMARKETER, AUGUST 2010
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Saturday, July 23, 2011

13. US Internet users spend "
3x more minutes on blogs "
& social networks "
than on email.!
= 1 MINUTE
SOCIAL NETWORKS/BLOGS ONLINE ! EMAIL PORTALS VIDEOS/MOVIES
GAMES
14! SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010
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Saturday, July 23, 2011

14. 40% !
of Facebook’s !
user base is !
age 35+.!
15" SOURCE: ISTRATEGY LABS, JANUARY 2010
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Saturday, July 23, 2011

15. 64% "
of Facebook "
users have "
become “fans” "
of at least !
one company.!
16! SOURCE: EXACTTARGET, 2011
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Saturday, July 23, 2011

16. Web-based email usage "
is on!
the dec
line. 28%!
22%!
AGE 12-17 AGE 18-24 AGE 25-34 AGE 35-44 AGE 45-54
-1%! AGE 55-64 AGE 65+
-8%!
-12%!
-18%!
(% CHANGE, DECEMBER 2009 – DECEMBER 2010)
-59%!
17! SOURCE: COMSCORE, DECEMBER 2010
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Saturday, July 23, 2011

17. “ Search engines, blogging & other
Internet trends have
fundamentally transformed !
the way people & businesses
purchase products, !
but most small businesses still use outdated !
& inefficient marketing methods—like print
advertising, telemarketing & trade shows!
—that people increasingly find intrusive !
& screen out.""
BRIAN HALLIGAN"
CO-FOUNDER & CEO"
HUBSPOT"
18"
17
Saturday, July 23, 2011

18. 7
o
0% " arch users " t paid.!
f the links serganic—no
cl ick on are o
19! SOURCE: MARKETING SHERPA, FEBRUARY 6, 2007
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Saturday, July 23, 2011

19. 78% !
of business people "
use their mobile device "
to check email.!
20!
20! SOURCE: AT&T, MARCH 2011
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Saturday, July 23, 2011

20. 40%!
of US smartphone owners compare prices "
on their mobile device while in-store, !
shopping for an item."
21! SOURCE: COMSCORE, JANUARY 2011
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Saturday, July 23, 2011

21. 1 in 5!
US adult mobile phone owners "
have used their device!
to make a purchase "
in the past month.!
22! SOURCE: MOBILE MARKETING ASSOCIATION & LUTH RESEARCH, MAY 2010
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Saturday, July 23, 2011

22. 40% !
of US households have a DVR.!
23! SOURCE: LEICHTMAN RESEARCH GROUP, INC., SEPTEMBER, 2010
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Saturday, July 23, 2011

23. 200 Million!
Americans have registered on the Federal Trade Commission’s "
“Do Not Call” list.!
24! SOURCE: FTC, JULY 2010
23
Saturday, July 23, 2011

24. 46%.!
The decline in spending "
on tech trade shows in 2009.!
25! SOURCE: TRADESHOW EXHIBITORS ASSOCIATION, MARCH 2009
24
Saturday, July 23, 2011

25. 91%!
of email users have "
unsubscribed "
from a company email "
they previously opted-in to.!
26! SOURCE: EXACTTARGET, , 2011
25
Saturday, July 23, 2011

26. 84%!
of 25-34 year-olds have left "
a favorite website because of "
intrusive or irrelevant advertising.!
27! SOURCE: HOWTO.TV, APRIL 2008
26
Saturday, July 23, 2011

27. “ 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)"
28"
27
Saturday, July 23, 2011

28. new
–adjective!
!
Markedly different from what
was before; changed,
especially for the better.!
29" SOURCE: WORLD ENGLISH DICTIONARY"
28
Saturday, July 23, 2011

29. This is your new business card.!
30!
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Saturday, July 23, 2011

30. This " OUTBOUND!
is "
your "
new "
marketing "
mix.!
INBOUND!
31!
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Saturday, July 23, 2011

31. Be helpful.!
Helpful is the new viral.!
ask yourself how you can be of service to
Helpful! your current and potential customers. What
problems can you solve? What questions
Relevant! can you answer? What knowledge can you
share?
Remarkable!
Read more: http://blog.hubspot.com/blog/
Frequent! tabid/6307/bid/10291/Helpful-is-the-New-
Viral.aspx#ixzz1GsSghdGN
32!
32!
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Saturday, July 23, 2011

32. Generous !
is the !
new !
cautious !
& controlled.!
33!
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Saturday, July 23, 2011

33. Remarkable is the new
‘business as usual.’
34!
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Saturday, July 23, 2011

34. Link love is the new ad buy.
35!
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Saturday, July 23, 2011

35. Targeted landing pages & clear calls to action "
are the new ‘visit my homepage’.!
36!
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Saturday, July 23, 2011

36. Keywords are the new neon signs.
37!
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Saturday, July 23, 2011

37. 38!
37
Saturday, July 23, 2011

38. “ If you don’t like change, !
you’re going to like !
irrelevancy even less.”"
GENERAL ERIC SHINSEKII, 2003"
39"
38
Saturday, July 23, 2011

39. in·bound mar·ket·ing!
-noun!
Any marketing tactic that relies !
on earning people’s interest !
instead of buying it; !
a.k.a. the key to marketing !
transformation.!
40" SOURCE: WIKIPEDIA"
39
Saturday, July 23, 2011

40. Inbound marketing "
in a nutshell.!
1: GET FOUND ONLINE
3: ANALYZE & IMPROVE
2: CONVERT VISITORS & LEADS
41!
40
Saturday, July 23, 2011

41. More than 1/3 of US companies "
use blogs for marketing purposes.!
42! SOURCE: UM, OCTOBER 2010
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Saturday, July 23, 2011

42. Companies that blog get !
55% more
website visitors."
43" SOURCE: HUBSPOT, 2010
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Saturday, July 23, 2011

43. Inbound marketing costs 62% less !
per lead than traditional, outbound marketing.!
AVG COST/LEAD: $373!
AVG COST/LEAD: $143!
OUTBOUND! INBOUND !
44! SOURCE: HUBSPOT, 2011
43
Saturday, July 23, 2011

44. 67 % o
and 4 f B2C c
have 1% o ompa
acqu f B2B c nies "
ired ompa
throu a custo nies!
gh Fa mer
cebo "
ok.!
45! SOURCE: HUBSPOT, 2011
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Saturday, July 23, 2011

45. 47! SOURCE: HUBSPOT, 2011
45
Saturday, July 23, 2011

46. 2/3 "
of marketers say
their company blog "
is “critical” or
“important” "
to their business.!
48! SOURCE: HUBSPOT, 2011!
46
Saturday, July 23, 2011

47. The number "
of marketers "
who say !
Facebook !
is “critical” !
or “important”"
to their business "
has increased
83%!
in just two years.!
49! SOURCE: HUBSPOT, 2011!
47
Saturday, July 23, 2011

48. 51% !
of Facebook fans !
are more likely to buy!
the brands they fan."
50" SOURCE: CHADWICK MARTIN BAILEY & IMODERATE RESEARCH TECHNOLOGIES, FEBRUARY 2010
48
Saturday, July 23, 2011

49. 79% !
of Twitter followers!
are more likely !
to recommend !
the brands they follow."
51" SOURCE: CHADWICK MARTIN BAILEY & IMODERATE RESEARCH TECHNOLOGIES, FEBRUARY 2010
49
Saturday, July 23, 2011

50. The average budget spent on company blogs !
& social media has nearly doubled in two years.!
2009
$! $!$!$!$!$!$!
$! $!
2011
$! $!$!$!$!$!$! $!$!$!$!$!$!$! !
$! $! $
$!= 1% OF ANNUAL MARKETING BUDGET
52" SOURCE: HUBSPOT, 2011"
50
Saturday, July 23, 2011

51. “ What we really need is !
a mindset shift that will make us
relevant to today’s consumers, !
a mindset shift from !
‘telling & selling’ !
to building relationships.”"
JIM STENGEL"
FORMER GLOBAL MARKETING OFFICER !
FOR PROCTER & GAMBLE"
53"
51
Saturday, July 23, 2011

52. how·to
–noun!
!
A set of step-by-step instructions
for accomplishing a certain task
or reaching a certain objective.!
54" SOURCE: RANDOM HOUSE DICTIONARY"
52
Saturday, July 23, 2011

53. 1 Make "
stuff "
people "
want. !
• EDUCATIONAL EBOOKS!
• HOW-TO VIDEOS!
• ONLINE CALCULATORS!
• PLANNING TOOLS!
• ANSWERS TO COMMON QUESTIONS!
55!
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Saturday, July 23, 2011

54. • THE MORE YOU
GIVE, THE MORE "
YOU GET!
2 Be !
generous.!
• BUILD TRUST,
CREDIBILITY, "
& GOOD WILL!
• INCREASE # "
OF PAGES"
& INBOUND LINKS!
56!
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Saturday, July 23, 2011

55. 3 Rock " • HTTP://WWW.HUBSPOT.COM/INTERNET-
MARKETING-TIPS/DETAILED-KEYWORD-
your " TIPS/!
keywords.! • HTTP://WEBSITEGRADER.COM/
57!
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Saturday, July 23, 2011

56. 4 Give "
great "
directions.!
• RELEVANT LANDING PAGES!
• CLEAR CALLS TO ACTION!
• COMPELLING OFFERS!
58!
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Saturday, July 23, 2011

57. 5 Invest "
wisely.!
“IF IT DON’T MAKE DOLLARS, IT DON’T MAKE SENSE.”
59!
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Saturday, July 23, 2011

58. “ It no longer makes
economic sense to send
an advertising message
to the many, in hopes !
of persuading the few.!
M. LAWRENCE LIGHT!
FORMER CHIEF MARKETING OFFICER"
MCDONALDS"
60"
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Saturday, July 23, 2011

59. Amen.!
61!
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Saturday, July 23, 2011

60. Thank you
Carmen bracamonte
Certified digital marketing
813.482.2552 | clb@carmenbracamonte.com
Blog: http://seochronicle.wordpress.com/
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Saturday, July 23, 2011