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What Every Business Owner
Should Know Before Spending
Another Penny on Marketing
Marketing
WorkshopNovember 2014
Workshop Goals
MoreSales?
Marketing Before the
Internet
Internet Marketing
The Impact of the
Internet
Q & A
3
Questions
• How many sell to other businesses?
• How many sell to consumers?
• How many sell to both?
• How many of you have more sales than you know what to do with?
• How do you get leads today?
How to Get More Sales & Leads?
4
Options
Sales optimization to generate opportunity:
• Upsell existing client’s
• Hire more sales people
• Extend the product line
• Develop new products
• Optimize sales process
• Buyer Personas
• Ideal Customer Targeting
• Sales Cycle Optimization
Traditional advertising:
• Radio
• TV
• Trade Shows
• Direct Mail
• Telemarketing
• Public Relations
Promote business online:
• Online advertising
• Google AdWord
• Facebook Ad
• Twitter Ad
• LinkedIn Ad
• Website optimization
• Content Strategy
• Sales Funnel Strategy
• Call-to-Actions
• Landing Pages
• Search optimization
• Meta Structures
• Keyword Management
• Claim Your Domains
Generate Leads Before the Internet
5
OutboundMarketing
For decades marketing focused on broadcasting messages.
Radio
TV
Trade Show Signage
Direct Mail & e-Mail
Telemarketing
• Brand building
–Top-of-mind awareness
–Promotes logo
–Position a product/service
–Promote a timely sale
6
AdvantagesOutboundMarketing
7
Less Effective than it Used to beOutboundMarketing
• Repetition– Use constant repetition to create awareness
• Interruption– Effective only when prospect has a need
– Have to hope they are listening
• Higher cost/lead– The need for repetition makes it expensive
• Selling is getting more automated
• Consumers want to research before they buy - with less human contact
1. Interruptive/Invasive/Tuned Out
2. Good for building your brand
3. Big BudgetOften out of reach for small business
4. Low Return on Marketing Investment
5. Often less effective than it used to be for lead generation
8
TakeawayOutboundMarketing
To market your products the way consumers shop today & that means marketing on the Internet!
9
What’s the Alternative?OutboundMarketing
10
What is Internet Marketing?Internet
Marketing
• Actually indicate a need• Are ready to listen• Are ready to engage
WebsiteSearchEngine
SearchQuery
Attracts prospects to your website when they:
11
Social is growing in importanceInternet
Marketing
Social media gaining in prominence to millennials• 60% say social advertising has most influence in how a
brand and its value is perceived
• 39% say social advertising lends the most credibility to influencing their brand decisions S Source: AdvertisingAge Omnichannel Retail Report, Sept 2014
WebsiteSearchEngine
SearchQuery
Attract prospects to your website when they connect on social media.
SocialMedia
12
How can you leverage this realityInternet
Marketing
• Optimize your website
• Tailor content to the sales cycle
• Use content to increase your websites authority
– Blogs
– eBooks/ White Papers/ Case Studies
– Videos
• Social media endorsement/ followers/ conversations
13
Drive Online ReferralsInternet
Marketing
• Ad on Google/Bing/Yahoo/Linked-In/Twitter
– Search term driven • Facebook Ads
– Keyword conversations
• Banner ads
– Displayed on selectedchannels
• Remarketing
– Tracking online behavior
• Inbound Marketing
14
Inbound Marketing Campaigns Internet
Marketing
Inbound Marketing draws people into your website at all stages of the sales cycle
15
What is Inbound MarketingInbound
Marketing
3 Pillars of Inbound Marketing
Content Convert Measure
1-Create & Publish ContentInboundMarketing
16
Source: HubSpot
17
How can you leverage this realityInternet
Marketing
• Design online version of the sales process
– Content strategy
– Map the buyers behavior
• Lead nurturing throughout the sales cycle
Awareness
Interest
Desire
Action
Transform website into conversion machine
The quality of your content now plays a much bigger part of the conversion funnel
InboundMarketing
2- Convert Website Traffic
18
Source: HubSpot
19
Don’t forget mobileInternet
Marketing
Global mobile data traffic grew 81% in 2013.
Over half a billion mobile devices & connections were added in 2013.
Takeaway – Websites need to be mobile responsive
InboundMarketing
3 – Measure Everything
20
Traffic
• Unique visitors
• New V.S. repeat customers
• Traffic sources
• Referring websites
• Popular Pages
• # of pages in Google
• Bounce Rates
• CTA performance
SEO
• Keyword performance
• Search engine ranking
• Traffic from search
• Inbound Links
PPC
• Click-Through rate
• Cost per click
• Traffic from search
• Inbound linksBlog
• Refferal sources
• Blog subscribers
Social
• Audience size & growth
• Engagement
• Subscribers
• Click-Through rate
• Growth rate
• Sharing & forwarding
InboundMarketing
Size Does Not Matter
The Internet levels the playing field.
21
Source: HubSpot
22
Why Use Inbound Marketing?Inbound
Marketing
InboundMarketing costs
61% less per lead than traditional, outbound marketing.
Source: HubSpot 2011 ReportMore customers for less money!
23
Why Inbound Marketing WorksInbound
Marketing
Content offers on a website • Educate your prospects• Help them get smarter about
what they need
By providing them with this advice• They will understand how your goods & services could
potentially fill that need
By mapping content offers to different stages of your sales process
• Leads can be (automatically) nurtured
24
Lead NurturingInbound
Marketing
Automatically-triggered lead nurturing campaigns behind your content offers move leads through the sales funnel.
• MIT study done with InsideSales.com– 78% of sales that start with a web inquiry go to the company that responds FIRST!
• DemandGen Report– Nurtured leads produce – on average – a 20% increase in sales opportunities versus non-nurtured
leads.
• Forrester Research– Companies that excel at lead nurturing are able to generate 50% more sales-ready leads at 33%
lower cost per lead.
Lead nurturing campaigns help you further educate & build relationships with non-sales ready leads in a scalable, effective way.
Internet & Inbound Marketing:
• Increase traffic to your website to
increase the number of
opportunities for visitors to turn
into leads.
• Most effective & cost efficient
marketing strategy for engaging
with prospects & generating leads.25
ConclusionsInbound
Marketing
Cary Baskin484-318-8160
www.tmdMalvern.com
©Copyright 2014. The Marketing Department, Malvern, PA.
Thank
You…
