Transform Your Marketing

IT’S TIME TO

YOUR MARKETING.TRANSFORM

AGENDA.

1. Consumer Behavior Has Changed

2. How We Market Our Products/Services Needs to Change

3. Proposed Transformation Plan

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1. Consumer Behavior Has Changed

2. How We Market Our Products/Services Needs to Change

3. Proposed Transformation Plan

Transform from Outbound to Inbound.

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…the Internet has turned what used to be a controlled, one-way message into

a real-time dialogue with millions.

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DANIELLE SACKSTHE FUTURE OF ADVERTISINGFAST COMPANY, NOVEMBER 17, 2010

“

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of adult Americans use the Internet.79% 5

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78% of Internet users conduct product research online.

7 SOURCE: COMSCORE, AUGUST 2010

10.3 Billion

searches are conducted every month on Google.

8 SOURCE: THE MEDIA AUDIT, OCTOBER 2010

1/3of US consumers spend three or more hours online every day.

9 SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010

SOCIAL NETWORKS/BLOGS ONLINE GAMES

EMAIL PORTALS VIDEOS/MOVIES

= 1 MINUTE

US Internet users spend 3x more minutes on blogs

& social networks than on email.

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70% of the links search users

click on are organic—not paid.

SOURCE: MARKETING SHERPA, FEBRUARY 6, 2007

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200 MillionAmericans have registered on the Federal Trade Commission’s “Do Not Call” list.

SOURCE: FTC, JULY 2010

Companies that blog get

website visitors.

12 SOURCE: HUBSPOT, 2010

55% more

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57% of businesses have acquired a customer through their company blog.

SOURCE: HUBSPOT, 2011

14 SOURCE: HUBSPOT, 2011

67%of B2C companies and 41% of B2B companies

have acquired a customer through Facebook.

42%of companies have acquired

a customer through Twitter.

15 SOURCE: HUBSPOT, 2011

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Inbound marketing costs 62% less per lead than traditional, outbound marketing.

AVG COST/LEAD: $143

AVG COST/LEAD: $373

OUTBOUND INBOUND

SOURCE: HUBSPOT, 2011

1. Consumer Behavior Has Changed

2. How We Market Our Products/Services Needs to Change

3. Proposed Transformation Plan

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We need to stop interrupting

what people are interested in &be what people are interested in.”

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CRAIG DAVISCHIEF CREATIVE OFFICER, WORLDWIDEJ. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY)

“ Audiences everywhere are tough. They don’t have time to be bored or brow beaten by orthodox, old-fashioned advertising.

YOUR COMPANY IN SEARCH ENGINES.

Search Term Monthly Searches Can you findYOUR-COMPANY?

What words are customers typing to find your business?

How many monthly searches are there for that search term?

Try to search for your company as a customer would. Are you on the first page?

Source: www.WebsiteGrader.com and HubSpot Internet Marketing

IF YOU’RE NOT ON THE FIRST PAGE FOR ANY OF YOUR SEARCH TERMS (KEYWORDS), YOU NEED TO ADJUST YOUR MARKETING.

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YOUR COMPANY IN THE BLOGOSPHERE.

DID YOU FIND YOUR BLOG WHEN YOU PERFORMED A SEARCH?If not, you need be blogging and/or better optimizing your blog for search engines.

• How many blogs about your business or keywords?• Trying searching for them on Google.• Are any of these blogs from your company? If not,

you need to adjust your blogging strategy.• Technorati (a blog search engine)

gets 4.5 million visitors per month

Source: Technorati and HubSpot Internet Marketing20

YOUR COMPANY ON SOCIAL MEDIA.

DID YOU FIND YOUR STORIES, BUSINESS, OR KEYWORDS ON DIGG OR LINKED?: Search on Digg, Delicious, LinkedIn or other social media relevant to your company for your keywords. Did you find anything? Were any of the results from your company? If not, you need to be more active in social media and bookmarking sites as well as optimizing your content because you aren’t getting found online by your customers.

Source: HubSpot Internet Marketing, Digg, LinkedIn, Compete.com

• How Many Stories are on Digg about your keywords/business?

– Digg is a top 100 website; over 20 million people visit/month

• How many questions are on LinkedIn about your keywords/business?

– LinkedIn gets 1.5 millions visitors/month; average user is 39yo & earns $139K/year.

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YOUR COMPANY VS. THE COMPETITION.

HOW DID YOU SCORE?: Use www.WebsiteGrader.com to view your website grade. Check your Alexa rank and Google page rank? Have you been doing this continuously to improve getting found online? You should be. How did you score? Do you need to adjust your marketing?

Metric Our Score Competitor 1’s score

Competitor 2’s score

Your Website Grade

What’s your score?

What is your competitor’s score?

What is another competitor’s score?

Alexa (Traffic) What is your traffic ranking?

What is your competitor’s traffic ranking?

What is another competitor’s traffic ranking?

Google Page Rank (SEO)

What’s your page rank?

What is your competitor’s page rank?

What is another competitor’s page rank?

Source: www.WebsiteGrader.com and HubSpot Internet Marketing22

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The bad news:We’re way behind.

The good news:We can transform& WIN!!!

1. Consumer Behavior Has Changed

2. How We Market Our Products/Services Needs to Change

3. Proposed Transformation Plan

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Today’s approach:

“GET IN THEIR FACE” when they’re not looking.

Tomorrow’s approach:

“GET FOUND” when they are looking.

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Google is our new business card.

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This should be ournew marketing mix.

• “Permission”-based• Avg response rate 20-50%

• “Interruption”-based• Avg response rate: 1-5%

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Make stuff people want.

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START CREATING/PUBLISHING CONTENT THAT IS HELPFUL & VALUABLE TO OUR CUSTOMERS:

• FAQS• HOW-TO’S• EBOOKS• VIDEOS• BLOG!

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Be generous.2

• THE MORE WE GIVE, THE MORE WE’LL GET

• INCREASE # OF PAGES & INBOUND LINKS

• BUILD TRUST, CREDIBILITY, & GOOD WILL

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Rock our keywords.

3 • GET ON PAGE 1!• DOUBLE TRAFFIC• CUT PPC SPENDING IN HALF

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Give great directions.4

• CREATE RELEVANT LANDING PAGES• CLEAR CALLS TO ACTION• COMPELLING OFFERS

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Invest wisely.5

“IF IT DON’T MAKE DOLLARS, IT DON’T MAKE SENSE.”

6 MONTH GOALS:

• Double web traffic• Double web leads• Website Grade above 70• REPEAT!

WHERE DO YOU NEED IMPROVEMENT?: Did you find you need to improve web traffic and leads? Do you need to improve your website grade? Creating generous, remarkable content offers to your audience will help drive traffic and leads to your website. Find out how our inbound marketing strategies can help you grow your business. 262-204-7855, info@trustemedia.com, www.TrusteMedia.com

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PROPOSED BUDGET:

• $10,000/year– Internet Marketing Software: $3,000– PPC Spend: $6,000– Writing / Content / Other: $1,000

• Additional funds based on performance

HOW MUCH CAN YOU SPEND ON INBOUND MARKETING?: Make sure you include money to pay for tools (software, training, research) to help you achieve your goals, not just money for PPC ads. Inbound marketing strategies work and cost less per lead than outbound marketing strategies. Refocus your marketing budget from outbound to inbound. Know your goals and your budget, then make the switch. Start generating leads today. Contact us for a consultation and demo of inbound marketing software.

IT’S TIME TO

YOUR MARKETING!TRANSFORM