It's time to change your ideas about marking. Leverage the Internet!

1. IT’S TIME TO
TRANSFORM
YOUR MARKETING.

2. AGENDA.
1. Consumer Behavior Has Changed
2. How We Market Our Products/Services
Needs to Change
3. Proposed Transformation Plan
2

3. -noun
A change or alteration,
Especially a radical one.

4. 1. Consumer Behavior Has Changed
2. How We Market Our Products/Services
Needs to Change
3. Proposed Transformation Plan
4

5. …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
5

6. 6
6
79%
of adult Americans use the Internet.

7. 78%
of Internet users conduct product research online.
7

8. 10.3 Billion searches are conducted
every month on Google.
8 SOURCE: COMSCORE, AUGUST 2010

9. of US consumers spend
1/3 three or more hours
online every day.
Viewing 2,750 web pages a month
9 SOURCE: THE MEDIA AUDIT, OCTOBER 2010

10. 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
10 SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010

12. 12 SOURCE: MARKETING SHERPA, FEBRUARY 6, 2007

13. 200 Million
Americans have registered on the Federal Trade Commission’s
“Do Not Call” list.
13 SOURCE: FTC, JULY 2010

14. Companies that blog get
55% more
website visitors.
14 SOURCE: HUBSPOT, 2010

15. 57%
of businesses have
acquired a customer
through their
company blog.
15 SOURCE: HUBSPOT, 2011

16. 16 SOURCE: HUBSPOT, 2011

17. 17 SOURCE: HUBSPOT, 2011

18. Inbound marketing costs 62% less
per lead than traditional, outbound marketing.
AVG COST/LEAD: $373
AVG COST/LEAD: $143
OUTBOUND INBOUND
18 SOURCE: HUBSPOT, 2011

19. 1. Consumer Behavior Has Changed
2. How We Market Our Products/Services
Needs to Change
3. Proposed Transformation Plan
19

20. 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)
20

21. The bad news:
You’re way behind.
The good news:
We can transform
& WIN!!!
21

22. 1. Consumer Behavior Has Changed
2. How We Market Our Products/Services
Needs to Change
3. Proposed Transformation Plan
22

23. Today’s approach:
“GET IN THEIR FACE”
when they’re not looking.
Tomorrow’s approach:
“GET FOUND”
when they are looking.
23

24. Google is our your new business card.
24

25. This • “Interruption”-based
• Avg response rate: 1-5%
should
be
our
new
marketing
mix.
• “Permission”-based
• Avg response rate 20-50%
25

26. -noun
Any marketing tactic that relies on
earning people’s interest instead
of buying it;
a.k.a the key to marketing
transformation
1. Get found online
2. Convert visitors & Leads
3. Analyze & Improve

27. 1 Make
stuff
people
want.
START CREATING/PUBLISHING CONTENT
THAT IS HELPFUL & VALUABLE TO OUR
CUSTOMERS:
• FAQS
• HOW-TO’S
• EBOOKS
• VIDEOS
• BLOG!
27

28. • THE MORE WE GIVE,
THE MORE
WE’LL GET
2
• INCREASE #
Be OF PAGES
generous. & INBOUND LINKS
• BUILD TRUST,
CREDIBILITY,
& GOOD WILL
28

29. Rock • GET ON PAGE 1!
• DOUBLE TRAFFIC
our • CUT PPC SPENDING IN HALF
keywords.
29

30. 4 Give
great
directions.
• CREATE RELEVANT LANDING PAGES
• CLEAR CALLS TO ACTION
• COMPELLING OFFERS
30

31. 5 Invest
wisely.
“IF IT DON’T MAKE DOLLARS,
IT DON’T MAKE SENSE.”
31

32. IT’S TIME TO
TRANSFORM
YOUR MARKETING!