10 Marketing Game Changers for Professional Services Firms

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10 Marketing Game Changers for Professional

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TODAY’S O

BJECTIVEIntroducing Today’s Speaker

“My mission is to help my clients get more ROI from their investment in marketing and business development.”

• 25+ years experience• HubSpot Gold Certified Partner• Recent HubSpot Award

• Best Vertical Marketing Agency 2012• Services

• Re-engineer outbound marketing programs

• Lead generation campaigns, strategies & tactics

• Install inbound marketing programs

TODAY’S O

BJECTIVEToday’s Objective

Present 10 key trends that will impact the way you design your marketing strategy and spend your marketing budget…We call these game changers

4 Polling Questions for CPE!

WH

AT I’VE LEARNED

What I’ve Learned

Early adopters grow faster and put more distance between competitors

Theory of inevitability: it’s going to happen

Pace of change is only going to get more drastic

GAM

E CHAN

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Game Changer 1 – A Changing of the Guard

Goodbye Boomers …Hello Gen X & Y

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Game Changer 1 – A Changing of the Guard

Digital MarketingMore comfortMore familiarityHigher adaptability

Greater acceptance

Goodbye Boomers …Hello Gen X & Y

Movement away from “traditional” marketing

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Game Changer 2 – Content is King

Content marketing means • creating and distributing relevant and

valuable content • Using that content to attract, acquire, and

engage a clearly defined and understood target audience

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Using content for lead generation

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Using content (blog) for SEO

SEO

SEO

SEO

SEO

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Using content for personal branding and thought leadership

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On average B2B marketers are spending 33% of their budget on content marketing

54% plan on increasing their content budget

POLLIN

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Polling Q1

How strong and effective is your firm’s content management strategy and program?

Very strong and effective

Strong and effective

Somewhat strong and effective

Non existent or ineffective

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E CHAN

GER 3

Game Changer 3 – Smart Money is Flowing Towards Digital Marketing

Better targeting … lower costs …. More measureable … higher ROI

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Game Changer 3 – Smart Money is Flowing Towards Digital MarketingWhere are firms allocating their budget?

POLLIN

G Q

UESTIO

N 2

Polling Q2

How significant is the budget shift in your firm from traditional to digital marketing?

Very significant

Significant

Somewhat significant

Insignificant

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GER 4

Game Changer 4 – Less Interruption and More Permission

The rise of “Inbound Marketing”

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Game Changer 4 – Less Interruption and More Permission

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Game Changer 5 – “ I Can See Clearly Now”

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Game Changer 5 – “I Can See Clearly Now”

Unique VisitorsNew vs. Repeat VisitorsTraffic SourcesReferring URLsMost/Least Popular PagesIndexed PagesLanding Page Conversion RateBounce RateKeyword Performance & Rankings

Total Traffic From Organic SearchBranded Vs. . Non-Branded Search TrafficUnique Search Terms Driving TrafficInbound LinksConversion Rates From Organic SearchBlog Traffic & Referral SourcesSocial Audience Growth & ReachTraffic From Social Media

The Rise of Marketing Analytics

What to measure: KPIs

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Game Changer 5 – “I Can See Clearly Now”

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Game Changer 6 – “This Ain’t Your Grandpa’s Website”

Online Brochure Marketing Hub

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www.raincastle.com

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Characteristics of an Effective Website:

Built for lead generation (offers, landing pages) Optimized for search More about issues and solutions than firm

advertorial Blog Social media account connections /share-ability Internal cross links Great user experience

POLLIN

G Q

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Polling Q3

How effective is your website for lead generation?

Very effective

Effective

Somewhat effective

Ineffective

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Game Changer 7 – Lead Generation Campaigns are Replacing Branding as a Growth Strategy

Print adsDirectoriesTrade showsCollateral

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The Key Parts of a Lead Generation Campaign:

1. Pain Issue/Need 2. The Offer 3. The Device 4. Database5. Landing page6. Campaign7. On-site promotion8. Off-site promotion9. Metrics and analysis10. Lead nurturing

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Lead Generation Campaigns: More complex Less costly (OOP) Greater ROI


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Game Changer 8: Segmentation + Automation = Customers

Create marketing your prospects will love by delivering the right message to the right target at the right time.

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Segmentation + Automation = Customers

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http://www.inbound-marketing-agency.co.uk

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What is marketing automation?


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Polling Q4

What’s the status of marketing automation in your firm?

All pieces in place and fully used

All pieces in place, but not fully used

Some pieces in place

No marketing automation in place

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E CHAN

GER 9

Game Changer 9 – Share-ability is a Marketing Force Multiplier

We’re increasingly depending on friends, fans, followers to carry our marketing message forward through sharing

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Game Changer 9 – Share-ability is a Marketing Force Multiplier

Source: Forbes

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Game Changer 10 – Real Time Marketing

Real time marketing is about monitoring, reacting, capitalizing and being first to market with a response to a comment, news or an event.

It’s about being nimble.

It takes resources, dedication and chutzpah

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1st Tweet“Saw a bird crap on a Smart Car. Totaled it.”

Smart Car’s Response“More like 4.5 million birds”

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HO

W AN

D W

HERE YO

UR BU

DG

ET IS GO

ING

TO CH

ANG

EUpping Your Game – How and Where Your Budget is Going to Change

SEO – key word research and analysis

Website re-design / re-engineering / maintenance

Marketing technology

Content acquisition

People: consultants or staff w/digital mktg skills

Mobile marketing specialists

Targeted PPC

Integrated lead gen campaigns

d

d

d

d

CHAN

GE YO

UR G

AME

How can we change the game for you?

Scheduling

Email: [email protected] Shannon at 585-329-4579

EXCLUSIVE OFFER FOR WEBINAR PARTICPANTS

Marketing infrastructure review Website review Competitive analysis Brainstorming: lead generation

60 Minutes That’s Going to Change the Way You Do Marketing!

Complimentary Consultation w/VLLC

CON

CLUSIO

NConclusion

Thank You!

VitbergLLC

www.vitbergllc.com

[email protected]

@VitbergLLC

#10gamechangers

585.425.2552

10 Marketing Game Changers for Professional Services Firms

Education

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