Executing a PullMarketing Strategy

Kevin KrasonCEO, Biznet Internet Solutions

Agenda

• Pull Marketing Defined

• Digital Marketing Solutions

• Strategy

Traditional Marketing…

Traditional Marketing is Dead

Outbound vs. Inbound MarketingOUTBOUND (Push) INBOUND (Pull)

Telemarketing Search Marketing

Trade Shows Blogging

Direct Mail Social Media

Email Blasts RSS/Content Syndication

Print Ads / Press Releases Articles, Ebooks, White Papers

Television / Radio Videos / Presentations

Inbound Marketing is desired, impactful, targeted, and extremely cost effective.

Change in Ad Spending by Medium2008 to 2009

Media Type % Change

Television -9.7%

Magazine -20.5%

Newspaper -25.5%

Internet Display Ads 8.2%Radio -26.2%

Outdoor -14.6%

According to marketingcharts.com, “US Ad Spend Plunges 14.2%; Only Online Posts Growth”

Forecast: US Interactive Marketing Spend, 2009 to 2014

Top online marketing thought leaders stress the importance of Inbound Marketing

Seth Godin: Content Marketing is the only marketing left.

Rohit Bharagava: 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.

David Meerman Scott: Getting customers used to mean interrupting people with product messages. Today it’s all about compelling content.

Inbound Marketing is more Cost Effective

Search Engine Marketing(SEM)

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

comScore Explicit Core Search Share Report*August 2010 vs. July 2010

Total U.S. – Home/Work/University LocationsSource: comScore qSearch

Core Search Entity

Share of Searches (%)

Jul-10 Aug-10 Point Change

Total Core Search 100.0% 100.0% N/A

Google Sites** 65.8% 65.4% -0.4

Yahoo! Sites 17.1% 17.4% 0.3

Microsoft Sites 11.0% 11.1% 0.1

Ask Network 3.8% 3.8% 0.0

AOL LLC Network 2.3% 2.3% 0.0

Organic (SEO) vs. Sponsored (PPC)

Search Marketing is Economical

SEM Growth Factors

Growth driven by:• Increasing advertiser focus on accountability and ROI• Increase in small to mid-sized businesses using SEM• Greater consumer usage of search utilities• Better targeting and niche offerings• Increase in competition

Organic Search Ranking Factors:

Content and Relevancy

Know Your Stats?

Organic Search Pros

• No cost-per-click on search engines• Greater credibility• Produces 75% of clicks resulting from

search engines

Organic Search Cons

• No guarantee of link placement on search results page

• Limited keyword use, dependent on content

• Requires writing skill to properly incorporate terms

Pay-Per-Click Pros

• Tracking• Instant results• Real-time keyword changes• Any budget• Geo-demographic targets

PPC Cons

• Price of keywords• Competition keyword use• Determining which words to purchase

Technical Site Optimization (often called SEO)

•Optimize each page with keywords

Some places keywords are used:• Titles• Copywriting• Headers• Meta tags• Image tags• Site map

Measuring Tools

Website Traffic (Google Analytics)User Demographics (Quantcast)Search ResultsPage Rank (PR) Alexa Rank Backlinks Indexed Web Pages

Content Marketing

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.

Content Marketing ContinuedDeveloping and sharing relevant and valuable content to educate, earn trust, and engage customers with the objective of driving profitable actions

• Creates thousands of links from external credible websites back to your website

• Improves your website's reputation and credibility with search engines

• Improves your rank on search engines• Presents you as a thought leader in your industry• Provides potential customers with value• Drive Website Traffic• Generate New Leads and Sales

Common Content Types

• Videos • Articles • News Releases • PowerPoint Presentations • How-To's• White Papers • Wiki Material • Blog Posts

Content Marketing: Measuring Reach

• 1 in 3 articles goes viral =Distributed to more than 10,000 sites• Impressions range from 0 to millions depending on publishing property• Website statistics will identify referral sources - can quantify resulting traffic

Content Marketing Program Elements: Measurement & Reporting

• Online brand mentions

• Breadth of content distribution

• Influence on Search Engines

• Impact on website traffic

• Website rankings

• Leads

• Sales

Content Marketing Example

1,220 External Properties Linking Article to ProductSource: Google

Social Media Marketing(SMM)

What is Social Media?

Face to Face networking or Word-of-Mouth Marketing

in a virtual world

What is Social Media?

• Engagement and relationship building with prospective customers in a virtual environment

• Uses online tools to share and discuss information and experiences with others

• Integrates technology and social interaction through words, pictures, videos and audio

• Builds relationships and trust as users share stories and experiences

• Uses conversations through networking to share experiences, links, and information about a company, product or service

• Must provide value to be effective

What can Social mediado for you?

• Identify and create prospects• Create brand awareness• SEO via link building• Public relations services• Relationship and network building• Establish thought leadership• Create Business Leads

Social Media is for B2B and B2C

Source: HubSpot State of Inbound Marketing Report

Social Media Tools

• Blogging, micro-blogging, & RSS (open platform, Wordpress, Blogger)

• Wikis, & web office tools (Internal or public)• Social networks, (such as Facebook, MySpace,

LinkedIn, etc)• Social bookmarking, social news sites (such as

Digg, StumbleUpon, Reddit)• Online photo sharing, (such as Flickr &

PhotoBucket)• Podcasting/videocasting, (YouTube, iTunes, etc)

50% of Social Media activity happens on properties you’ve never heard of.

Social Media: Quick Facts

• 75 % of US Adults use social media• 49% of social media (SM) users log on daily• 31% agree SM is more credible than ads• 61% research purchases with SM• 36% use SM for purchasing decisions• 40% are talking and learning from specific orgs• 25% of users “feel better” about companies using SM• 89% of users use SM more/same as last year

Source: CNW Group and Leger Marketing

Social Media is a Key Driver inBrand Awareness and Affinity

Social Media: Measuring Reach• 75% of US Adults use Social Media• 70% of US online Adults are “spectators” of social media content• Each Social Media “creation” equates to 10+ quality impressions

(ex. 1,000 engagements= 10,000 impressions)

Creators 1,000 Conversationalists 1,375Critics 1,542Collectors 833J oiners 2,458Spectators 3,208

Total Impressions 10,417

Social Media Impressions

Social Media Process

Three phases of an end to end program:• Listening: Discovering real-time, relevant, impactful conversations• Measuring: Monitoring, analyzing and tracking those conversations• Engaging: Active dialog with customers and tracking/ tagging comments for further use

Listening Measuring Engaging

Social Media: Measurement & Reporting

• Social Media Engagements/Influence

• Online brand mentions

• Influence on Search Engines

• Impact on website traffic

• Website rankings

• Leads

• Sales

Content

Social Media

Maximizing Inbound Marketing: Search, Content and Social Media

In order to effectively use inbound marketingyou must leverage multiple channels!

Search

Strategy

Strategy

• Business Objective• Budget• Measure of Success• Resources

Business Objective

• Sales & Marketing Initiatives• Process Automation• Ebusiness• Communication (including information and

education)• Customer Service

Project Objective

Know your Target Audience

Budget

• Can you quantify your objectives financially?

• What is the lifetime value of a new customer?

• How much are you willing to pay to obtain that customer?

• What is your annual sales goal?• What is your average profit margin?• What can you afford to invest?

Measure of Success

• New Sales• Prospect and client lists• Customer service ratings• Web traffic• Time Costs• Marketing Costs• Postage• Staffing costs

Set G

oals

Resources

Internal:

Sales Manager

Marketing Manager

External:

Digital Marketing Partner

Web Developer

Advertising & PR Partners

Thank you!

Kevin Krasonkkrason@biznetis.net248.560.9000Twitter.com/kevinbiznetLinkedIn.com/in/kevinkrason