The New Marketing Paradigm:

Moving from Push to Pull

Kevin KrasonCEO, Biznet Internet Solutions

Agenda

• Marketing Trends

• Inbound Marketing Defined

• Search Engine Marketing

• Content Marketing

• Social Media

Marketing Trends

Communication Paradigm Shift

Smoke Signals

Letters / Mail

Telegraph

Telephone

Mobile Phone

Email

Online Community

Technology continues to change the way humans communicate professionally and socially

Traditional Marketing…

Traditional Marketing is Dead

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

Digital spending will grow from 17% of U.S. ad industry revenue in 2008 to 25% by 2013.

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.

You Ought to Know Inbound Marketing

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.

Inbound Marketing is more Cost Effective

65% of CMOs stated that in the current economic climate, it is easier to secure organizational “buy in” on new media/social media programs than it was one year ago.

Business Wire survey of 81 chief marketing officers and senior marketing professionals directly responsible for managing their digital agency as well as their organization’s digital marketing budget

New media/social media channels are becoming more critical

77% stated they will take on a greater focus in their overall interactive strategy“Business Wire survey of 81 chief marketing officers and senior marketing professionals directly responsible for managing their digital agency as well as their organization’s digital marketing budget.”

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

Search Marketing is Economical

Spending on SEM will reach $26 billion annually by 2013

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 (SEO) vs. Sponsored (PPC)

Organic Search Ranking Factors:

Content and Relevancy

Keywords

Page Rank

Alexa Ranking

Backlinks

Keyword Analysis

Google Page Rank

Alexa Ranking

Alexa is owned by Amazon and tracks 40 million websites. These 40 million sites are ranked based on Alexa's ability to track visitors. Your site's Traffic Ranking number provides a guideline of how well your website is doing relative to others on the web. The lower the number the better.

Backlinks

Backlinks are the number of links from other websites that are pointing to your website that the search engines has given your site credit for. This number will always be lower than the total links out in the digital marketplace.

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

“Behind the Scenes” Optimization

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 ExampleBiotivia.com has up-to-date press releases on their website. Each release contains a link to the Biotivia website. They also submit these press releases to distribution sites which increases their reach.

This press release from Biotivia.com has been found on 26,500 pages. This means a link to the Biotivia website is on each of these pages.

This press release has been found on 8,490 pages.

Source: Google.com

Content Marketing Example

1,220 External Properties Linking Article to ProductSource: Google

This is the profile for the MonavieCorporate YouTube channel. They sell acai berry juice, a healthy antioxidant.

There are 1,207 subscribers to this channel

There are 24,582 channel views, while each video posted has thousands of views each

A detailed About Me section and link to the website is included in the profile

YouTube Example

Article Example

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

• 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: True Fitness 1,000 Conversationalists 1,375Critics 1,542Collectors 833J oiners 2,458Spectators 3,208

Total Impressions 10,417

Social Media Impressions

Social Media:Internal & External Uses

Social media tools built into the website to compliment, reinforce, and strengthen an online presence (blogs, forums, etc.)

External websites which leverage social media tools (often exclusively) to communicate with others (Facebook, Twitter, LinkedIn, etc.)

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

Before You Start SMM: Listen

Listening is done in order to better understand how to engage niche target markets in sites that include public opinion such as:

• Blogs, micro-blogs, life-streams• Forums, communities, wikis, niche networks• Over 50% of all online social media

conversations are on small, niche platforms that only specialized tools can find

Social Media: Measurement & Reporting

• Social Media Engagements/Influence

• Online brand mentions

• Influence on Search Engines

• Impact on website traffic

• Website rankings

• Leads

• Sales

Choosing Your Properties

• Know your market

• Know the property’s functions

• Appropriateness & etiquette

• Legal limitations & liabilities

Engagement Example: Forums

Source: http://www.abc-of-fitness.com forum

Engagement Example: Twitter

More Twitter Examples

Twitter reveals many users discussing and sharing information about natural laundry products

Source: Google

There is a great opportunity on Facebook to engage in the health community.

Facebook Opportunities

This is an example of connecting with people via Facebook, provoking thought and driving traffic to a website

Positive comments

48 likes after only 4 hours

The link to the website is prevalent

Facebook Example

Content

Social Media

Maximizing Inbound Marketing: Search, Content and Social Media

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

Search

Questions?

Thank you!

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