The New Marketing Paradigm: Moving from Push to Pull

1. The New Marketing Paradigm:Moving from Push to PullKevin KrasonCEO, Biznet Internet Solutions

2. AgendaMarketing TrendsInbound Marketing DefinedSearch Engine MarketingContent MarketingSocial Media

3. Marketing Trends

4. Communication Paradigm ShiftSmoke SignalsLetters / MailTelegraphTelephoneMobile PhoneEmailOnline CommunityTechnology continues to change the way humans communicate professionally and socially

5. Traditional Marketing…

6. Traditional Marketing is Dead

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

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

9. Digital spendingwill grow from 17% of U.S. ad industry revenue in 2008 to 25% by 2013.

10. 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

11. You Ought to Know Inbound Marketing

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

13. Inbound Marketing is more Cost Effective

14. 65% of CMOs stated that in the current economic climate, it is easier to secure organizational “buy in”on new media/social media programs than it was one year ago.Business Wire survey of 81 chief marketing officers and senior marketing professionals directly responsible for managing their digital agency as well as their organization’s digital marketing budget

15. New media/social media channels are becoming more critical 77%stated they will take on a greater focus in their overall interactive strategy“Business Wire survey of 81 chief marketing officers and senior marketing professionals directly responsible for managing their digital agency as well as their organization’s digital marketing budget.”

16. Search Engine Marketing(SEM)

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

18. Search Marketing is Economical

19. Spending on SEM will reach $26 billion annually by 2013

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

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

22. Greater consumer usage of search utilities

23. Better targeting and niche offerings

24. Increase in competitionOrganic (SEO) vs. Sponsored (PPC)

26. Organic Search Ranking Factors:Content and RelevancyKeywordsPage RankAlexa RankingBacklinks

27. Keyword Analysis

28. Google Page Rank

29. Alexa RankingAlexa is owned by Amazon and tracks 40 million websites. These 40 million sites are ranked based on Alexa's ability to track visitors. Your site's Traffic Ranking number provides a guideline of how well your website is doing relative to others on the web. The lower the number the better.

30. BacklinksBacklinks are the number of links from other websites that are pointing to your website that the search engines has given your site credit for. This number will always be lower than the total links out in the digital marketplace.

31. Know Your Stats?

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

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

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

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

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

37. Copywriting

38. Headers

39. Meta tags

40. Image tags

41. Site map“Behind the Scenes” Optimization

42. Measuring ToolsWebsite Traffic (Google Analytics)User Demographics (Quantcast)Search ResultsPage Rank (PR) Alexa Rank BacklinksIndexed Web Pages

43. Content Marketing

44. 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.

45. 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

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

47. Improves your rank on search engines

48. Presents you as a thought leader in your industry

49. Provides potential customers with value

50. Drive Website Traffic

51. Generate New Leads and SalesCommon Content TypesVideos

52. Articles

53. News Releases

54. PowerPoint Presentations

55. How-To's

56. White Papers

57. Wiki Material

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

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

60. 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

61. Content Marketing ExampleBiotivia.com has up-to-date press releases on their website. Each release contains a link to the Biotivia website. They also submit these press releases to distribution sites which increases their reach. This press release from Biotivia.com has been found on 26,500 pages. This means a link to the Biotivia website is on each of these pages.This press release has been found on 8,490 pages. Source: Google.com

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

63. This is the profile for the MonavieCorporate YouTube channel. They sell acai berry juice, a healthy antioxidant. There are 24,582 channel views, while each video posted has thousands of views eachThere are 1,207 subscribers to this channelA detailed About Me section and link to the website is included in the profileYouTube Example

64. Article Example

65. Social Media Marketing(SMM)

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

67. What is Social Media?Engagement and relationship building with prospective customers in a virtual environmentUses online tools to share and discuss information and experiences with others

68. Integrates technology and social interaction through words, pictures, videos and audio

69. Builds relationships and trust as users share stories and experiences

70. Usesconversations through networking to share experiences, links, and information about a company, product or service

71. Must provide value to be effectiveWhat can Social mediado for you?Identify and create prospectsCreate brand awarenessSEO via link buildingPublic relations servicesRelationship and network buildingEstablish thought leadershipCreate Business Leads

72. Social Media is for B2B and B2CSource: HubSpot State of Inbound Marketing Report

73. Social Media ToolsBlogging, micro-blogging, & RSS (open platform, Wordpress, Blogger)

74. Wikis, & web office tools (Internal or public)

75. Social networks, (such as Facebook, MySpace, LinkedIn, etc)

76. Social bookmarking, social news sites (such as Digg, StumbleUpon, Reddit)

77. Online photo sharing, (such as Flickr & PhotoBucket)

78. Podcasting/videocasting, (YouTube, iTunes, etc)50% of Social Media activity happens on properties you’ve never heard of.

79. Social Media: Quick Facts49% of social media (SM) users log on daily31% agree SM is more credible than ads61% research purchases with SM36% use SM for purchasing decisions40% are talking and learning from specific orgs25% of users “feel better” about companies using SM89% of users use SM more/same as last yearSource: CNW Group and Leger Marketing

80. Social Media is a Key Driver inBrand Awareness and Affinity

81. Social Media: Measuring Reach75% of US Adults use Social Media

82. 70% of US online Adults are “spectators” of social media content

83. Each Social Media “creation” equates to 10+ quality impressions (ex. 1,000 engagements= 10,000 impressions)Social Media:Internal & External UsesSocial media tools built into the website to compliment, reinforce, and strengthen an online presence (blogs, forums, etc.)External websites which leverage social media tools (often exclusively) to communicate with others (Facebook, Twitter, LinkedIn, etc.)

84. Social Media ProcessThree phases of an end to end program: Listening: Discovering real-time, relevant, impactful conversations

85. Measuring: Monitoring, analyzing and tracking those conversations

86. Engaging: Active dialog with customers and tracking/ tagging comments for further useBefore You Start SMM: ListenListening is done in order to better understand how to engage niche target markets in sites that include public opinion such as: Blogs, micro-blogs, life-streams

87. Forums, communities, wikis, niche networks

88. Over 50% of all online social media conversations are on small, niche platforms that only specialized tools can findSocial Media: Measurement & ReportingSocial Media Engagements/InfluenceOnline brand mentionsInfluence on Search EnginesImpact on website trafficWebsite rankingsLeads Sales

89. Choosing Your PropertiesKnow your market

90. Know the property’s functions

91. Appropriateness & etiquette

92. Legal limitations & liabilitiesEngagement Example: ForumsSource: http://www.abc-of-fitness.com forum

93. Engagement Example: Twitter

94. More Twitter ExamplesTwitter reveals many users discussing and sharing information about natural laundry productsSource: Google

95. Facebook OpportunitiesThere is a great opportunity on Facebook to engage in the health community.

96. Facebook ExampleThe link to the website is prevalent48 likes after only 4 hoursPositive commentsThis is an example of connecting with people via Facebook, provoking thought and driving traffic to a website

97. Maximizing Inbound Marketing: Search, Content and Social MediaIn order to effectively use inbound marketingyou must leverage multiple channels!Social MediaContentSearch

98. Questions?

99. Thank you!Kevin Krasonkkrason@biznetis.net248.560.9000Twitter.com/kevinbiznetLinkedIn.com/in/kevinkrason

The New Marketing Paradigm: Moving from Push to Pull

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