effective and affordable ways to market your business · 2016-02-19 · opt-out rate mfg. 18.31%...

NDTMA 2016 Annual Conference

Effective and Affordable Ways to Market your Business

Paul Biver

Director of Marketing & New Product DevelopmentDirector of Marketing & New Product Development

Carestream NDT

Rochester, NY

Golden Nugget Hotel, Las Vegas, NV • February 16-18, 2016


Overview• The New Age of Business

• Customers Have Changed

• Be Present (Website)

• Get Social (Social Media)• Get Social (Social Media)

• Communicate (Blogging)

• Content Focused

• Conclusion



How Business Has Changed

• Worlds largest taxi company owns no taxi’s (Uber)

• Largest accommodation provider owns no real estate (Airbnb)

• Largest phone company owns no telecommunications infrastructure

(Skype, WeChat)(Skype, WeChat)

• Worlds most valuable retailer has no inventory (Alibaba)

• Most popular media owner creates no content (Facebook)

• Fastest growing banks have no actual money (SocietyOne)

• Worlds largest movie house owns no cinemas (Netflix)

• Largest software vendors don’t write the apps (Apple & Google)


(Source: IBM Global Entrepreneur)


Simple Facts

Today’s businesses have to be more customer focused, more digitally driven, use data to drive decisions, leverage science and technology to change current state and they MUST connect state and they MUST connect with customers via a multitude of channels far more than ever before.



• The days of sales calls being the primary media for promotion are gone

• Customers today don’t want to be on your schedule, they want

How Customers Learn

schedule, they want to learn when its convenient for them

• Digital media should be in each of your portfolios

Rosensteel S. (2013, Jan 8) Why Online Video Is Vital For Your

2013 Content Marketing Objectives. Retrieved from www.forbes.com



“Be Present”



• There are roughly 1 Billion active websites

• 60% access internet via mobile device

• Smartphone browsers are growing fastest;

800M in 2014 � 1.9B in 2015

• 46% of mobile users have issues with static sites

• Site design is CRITICAL. Studies show users

Can Customers Find You?

• Site design is CRITICAL. Studies show users

decide in as little as 50 milliseconds if they like

your site and will stay

• Keywords are CRITICAL. Search engines need to

pick on what your promoting

• Content is CRITICAL. Few clicks, lots of images!


Durant, J. (2015, Feb 24) All The Responsive Web

Statistics You Need. Retrieved from www.bopdesign.com


• Website Setup Know-HowLearn the ropes on content

- Page Title

- Meta Description

- Header

- Sub Header

- Body Paragraphs

Get Noticed!

- Body Paragraphs

- Image Alt Tags


Fishkin, R. (2014, Oct 24) A Visual Guide to keyword

Targeting an On-Page SEO Retrieved from www.movcom


How to See KeywordsClick on a competitor's website or a website that's similar

to yours. You can easily view their keywords following

these exact steps:

> In your Internet browser, click on View > Page Source

(Firefox), or > Show Page Source (Safari and Chrome)



“Get Social”“Get Social”



• Over 4.2 billion active users

Is Social Media Important?

“Social Media is no longer a marketing channel, it’s a

customer experience channel.” – Daniel Newman, 2016 Forbes CMO Network

• Over 4.2 billion active users

• 73% of Americans have a social media account

• Social medial generates double the marketing leads compared to trade shows, telemarketing, email or

Pay-per-Click

• Roughly 46% of web users turn to social media when

making a purchase



• www.linkedin.com

• 300,000,000 people use LinkedIn

• 8,500,000 access it every day

• New member every 2 seconds

• Industrial customers tend to be less

Where to Start

• Industrial customers tend to be less

interested in social media for ‘social’

purposes

• Over 66% of engineers and technical

professionals have a LinkedIn Account

• 57% of them use social media to get product information

• Cost: Free


HIS GlobalSpec. (2015, Mar 23) Social Media Use Holding Steady in

Industrial Sector. Retrieved from www.marketmaven.globalspec.com


• www.youtube.com

• 4 Billion people use YouTube

• 1 Billion videos viewed every day

• 60 hours of video uploaded per minute

• 3 billion hours of YouTube are watched

Show Your Stuff

• 3 billion hours of YouTube are watched

every month

• Over 51% of engineers and technical

professionals have a YouTube Account

• Industrial customers watch primarily

product demos, training and how-to-videos

• Cost: Free


HIS GlobalSpec. (2015, Mar 23) Social Media Use Holding Steady in

Industrial Sector. Retrieved from www.marketmaven.globalspec.com


Use Your Assets• www.constantcontact.com

• You already own valuable

information…your customer contact list

• Communicate with prospects using an email service such as

BusinessType

Open Rate

BounceRate

Click Through

Opt-Out Rate

Mfg. 18.31% 11.76% 8.94% 0.2%

Pf Svcs. 16.04% 8.64% 8.22% 0.21%

Tech 12.73% 11.23% 6.78% 0.15%

using an email service such as

Constant Contact, iContact, Aweber,

Campaigner, GetResponse,

SendinBlue, MailChimp and

StreamSend

• Link to your website, product,

services or promotions

• Cost: ~$300/email blast


ConstantContact (2015, Sept) Comparison by Industry

Chart. Retrieved from www.constantcontact.com

My typical results in the NDT space:

BusinessType

Open Rate

BounceRate

Click Through

Opt-Out Rate

Mfg 24.7% 9.45% 9.5% 0.01%


Engage Your Customers

• Social media works because it engages

people

• If you’re active on your site or on a social

site make sure to BLOG

• Blogging stimulates the reflective process


• Companies who blog receive 97% more links back to their website (back links)

• Back links help increase search return

ranking in search engines – called organic

SEO

• 1-3 times a week on relevant topics

• Use videos and links to sites


“Communicate”



The Squeaky Wheel Gets the Grease

• You can’t communicate valuable information often enough

• Don’t dismiss emails

• Recent study surveyed 2,057 US Adults about channel preferences

• 72% still preferred email


Burnstein, D (2015, Jan) MarketingSherpa Chart of the

Week. Retrieved from www.marketingSherpa.com


“Content Focused”



Create Something Memorable• While some days it may not feel like

it, your customers do look to you for advice, support, and for insight

• Be pro-active, create simple content

that feeds their need

• 59% will watch a video to • 59% will watch a video to

completion if its < 1min

• 65% of executives will visit a vendors site after watching

• 64% of consumers will be more likely to buy a product after

watching a video on it


Guerin, E (2015, Top Video Marketing Statistics for

2015. Retrieved from www.adelestudios.com

Gangnam Style, most viewed YouTube video EVER. 2.2B views since its release in January 2012.


“Conclusion”



• Customers are changing, you need to get ahead of them so you’re perceived as an industry leader

• There are many inexpensive ways to become more active in your customers daily lives.

• Be creative, be proactive and most importantly help them to improve their business.improve their business.

• Communicate, communicate, communicate.


“I skate to where the puck is going to be, not where it has been.”Wayne Gretzy, Hockey Star

effective and affordable ways to market your business · 2016-02-19 · opt-out rate mfg. 18.31%...

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