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OVER INBOUND MARKETING & SALES
HOE OVERTUIG JE JE BAAS
AGENDA
1. Consumer Behavior Has Changed
2. How We Market Our Products/Services Needs to Change
3. Proposed Transformation Plan
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DIT PPT (! dus wijzigbaar) TEMPLATE IS BEDOELD ALS KAPSTOK EN DIENT AANGEPAST TE WORDEN AAN JULLIE BRANCHE & BEDRIJF.
TAALKEUZE NAAR VOORKEUR: IN ENGELS HOUDEN OF TE VERTALEN IN NL.
DIT PPT (! dus wijzigbaar) TEMPLATE IS BEDOELD ALS KAPSTOK EN DIENT AANGEPAST TE WORDEN AAN JULLIE BRANCHE & BEDRIJF.
TAALKEUZE NAAR VOORKEUR: IN ENGELS HOUDEN OF TE VERTALEN IN NL.
1. Consumer Behavior Has Changed
2. How We Market Our Products/Services Needs to Change
3. Proposed Transformation Plan
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…the Internet has turned what used to be a controlled, one-way message into
a real-time dialogue with millions.
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DANIELLE SACKSTHE FUTURE OF ADVERTISINGFAST COMPANY, NOVEMBER 17, 2010
“
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of adult Americans use the Internet.79% 5
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78% of Internet users conduct product research online.
7 SOURCE: COMSCORE, AUGUST 2010
10.3 Billion
searches are conducted every month on Google.
8 SOURCE: THE MEDIA AUDIT, OCTOBER 2010
1/3of consumers spend three or more hours online every day.
9 SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010
SOCIAL NETWORKS/BLOGS ONLINE GAMES
EMAIL PORTALS VIDEOS/MOVIES
= 1 MINUTE
US Internet users spend 3x more minutes on blogs
& social networks than on email.
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70% of the links search users
click on are organic—not paid.
SOURCE: MARKETING SHERPA, FEBRUARY 6, 2007
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200 MillionAmericans have registered on the Federal Trade Commission’s “Do Not Call” list.
SOURCE: FTC, JULY 2010
Companies that blog get
website visitors.
12 SOURCE: HUBSPOT, 2010
55% more
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57% of businesses have acquired a customer through their company blog.
SOURCE: HUBSPOT, 2011
14 SOURCE: HUBSPOT, 2011
67%of B2C companies and 41% of B2B companies
have acquired a customer through Facebook.
42%of companies have acquired
a customer through Twitter.
15 SOURCE: HUBSPOT, 2011
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Inbound marketing costs 62% less per lead than traditional, outbound marketing.
AVG COST/LEAD: $143
AVG COST/LEAD: $373
OUTBOUND INBOUND
SOURCE: HUBSPOT, 2011
1. Consumer Behavior Has Changed
2. How We Market Our Products/Services Needs to Change
3. Proposed Transformation Plan
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We need to stop interrupting
what people are interested in &be what people are interested in.”
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CRAIG DAVISCHIEF CREATIVE OFFICER, WORLDWIDEJ. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY)
“Audiences everywhere are tough. They don’t have time to be bored or brow beaten by orthodox, old-fashioned advertising.
[OUR COMPANY] IN SEARCH ENGINES.
Search Term Monthly Searches Can you findOUR-COMPANY?
Term 1 [input volume] [input yes or no]
Term 2 [input volume] [input yes or no]
Term 3 [input volume] [input yes or no]
Term 4 [input volume] [input yes or no]
Term 5 [input volume] [input yes or no]
Source: Marketing.Grader.com and HubSpot Internet Marketing
HOW TO USE THIS SLIDE: Put the volume from a keyword research tool, and put “yes” if you are on the first page of Google results when you search for that term in Google, put “no” if you are not on the first page of results.Then delete this box & the orange arrow to the left!
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[OUR COMPANY] IN THE BLOGOSPHERE.
HOW TO USE THIS SLIDE: Search for relevant blogs on Technorati, and list the numbers above. Then delete this box & the orange arrow to the left!
• XX Blogs about “Term 1”• XX Blogs about “Term 2”• None of these blogs are from OUR-COMPANY
• Technorati (a blog search engine) gets 4.5 million visitors per month
Source: Technorati and HubSpot Internet Marketing20
[OUR COMPANY] ON SOCIAL MEDIA.
HOW TO USE THIS SLIDE: Search on Digg, Delicious, LinkedIn or other social media relevant to your company and list the results above. Then delete this box & the orange arrow to the left!
Source: HubSpot Internet Marketing, Digg, LinkedIn, Compete.com
• XX Stories on Digg about “Term 1”– Digg is a top 100 website; over 20 million people visit/month
• 72 Questions about “Term 1” on LinkedIn– LinkedIn gets 1.5 millions visitors/month; average user is 39yo
& earns $139K/year.
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[OUR COMPANY] VS. THE COMPETITION.
HOW TO USE THIS SLIDE: Use Marketing.Grader.com to show your current situation against your competition on a couple of relevant metrics. Then delete this box & the orange arrow to the left!
Metric Our Score Competitor 1’s score
Competitor 2’s score
Marketing Grade (Overall)
[enter metric] [enter metric] [enter metric]
Alexa (Traffic) [enter metric] [enter metric] [enter metric]
Google Page Rank (SEO)
[enter metric] [enter metric] [enter metric]
22 Source: Marketing.Grader.com and HubSpot Internet Marketing
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The bad news:We’re way behind.
The good news:We can transform& WIN!!!
1. Consumer Behavior Has Changed
2. How We Market Our Products/Services Needs to Change
3. Proposed Transformation Plan
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Today’s approach:
“GET IN THEIR FACE” when they’re not looking.
Tomorrow’s approach:
“GET FOUND” when they are looking.
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Google is our new business card.
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This should be ournew marketing mix.
• “Permission”-based• Avg response rate 20-50%
• “Interruption”-based• Avg response rate: 1-5%
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Make stuff people want.
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START CREATING/PUBLISHING CONTENT THAT IS HELPFUL & VALUABLE TO OUR CUSTOMERS:
• FAQS• HOW-TO’S• EBOOKS• VIDEOS• BLOG!
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Be generous.2
• THE MORE WE GIVE, THE MORE WE’LL GET
• INCREASE # OF PAGES & INBOUND LINKS
• BUILD TRUST, CREDIBILITY, & GOOD WILL
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Rock our keywords.3 • GET ON PAGE 1!
• DOUBLE TRAFFIC• CUT PPC SPENDING IN HALF
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Give great directions.4
• CREATE RELEVANT LANDING PAGES• CLEAR CALLS TO ACTION• COMPELLING OFFERS
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Invest wisely.5
“IF IT DON’T MAKE DOLLARS, IT DON’T MAKE SENSE.”
6 MONTH GOALS:
• Double web traffic• Double web leads• Website Grade above 70• REPEAT!
HOW TO USE THIS SLIDE: Adjust above goals according to your baseline and growth objectives. Then delete this box & the orange arrow to the left!
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PROPOSED BUDGET [example]:
• €20,000/year– Internet Marketing Software: €4,000€– PPC Spend: €4,000– Writing / Content / Social / Reporting: €12,000
• Additional funds based on performance
HOW TO USE THIS SLIDE: Adjust the numbers above based on your own company situation in terms of budget and expectations. Make sure you include money to pay for tools (software, training, research) to help you achieve your goals, not just money for PPC ads.Then delete this box & the orange arrow to the left!
[email protected]@dutchmarq+31 34 34 209 31PO Box 26 3940 AA Doorn | NetherlandsSitiopark 133941 PP Doorn | Netherlands
Vragen?!
