time to transform your marketing
DESCRIPTION
TRANSCRIPT
IT’S TIME TO!
YOUR MARKETING.
TRANSF RM!
trans·for·ma·tion "-noun"
A change or alteration, "especially a radical one."
SOURCE: WORLD ENGLISH DICTIONARY!2!
…the Internet has turned what used to be a controlled, one-way message into "
a real-time dialogue with millions. !
3!
DANIELLE SACKS!THE FUTURE OF ADVERTISING!FAST COMPANY, NOVEMBER 17, 2010!
“
4! SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010
of adult Americans use the Internet. 79% "4!
5!
78% "of Internet users conduct product research online.
SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010
6! SOURCE: COMSCORE, AUGUST 2010
10.3 Billion!searches are conducted "every month on Google.!
7!
2,750!The average US Internet user "views"
SOURCE: THE NIELSEN COMPANY, JANUARY 2011
web pages per month.
8! SOURCE: THE MEDIA AUDIT, OCTOBER 2010
1/3 of US consumers spend "three or more hours !online every day.!
9!
24% "of adults have posted comments "or reviews online about the things they buy.!
SOURCE: ONLINE PRODUCT RESEARCH, SEPTEMBER 29, 2010
10!
Your customers are relying more & more on social. 9 out of 10!
9 out of 10 Internet users visited "a social networking site each month in 2010.!
SOURCE: COMSCORE, FEBRUARY 2011
11!
1 out of every 8 "minutes online "is spent on Facebook.!
SOURCE: COMSCORE, FEBRUARY 2011
12! SOURCE: RJMETRICS, JANUARY 2010
Twitter’s active !user base generates!
90 Million tweets per day.!
13! SOURCE: EMARKETER, AUGUST 2010
More than half "of all Internet users "read blogs at least monthly.!
14! 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.!
40% "of Facebook’s "user base is "age 35+.!
15! SOURCE: ISTRATEGY LABS, JANUARY 2010
16!
64% "of Facebook "users have "become “fans” "of at least "one company.!
SOURCE: EXACTTARGET, 2011
17!
Web-based email usage "is on!
-59%!
-1%!
-18%!
-8%!-12%!
22%!
28%!
AGE 12-17 AGE 18-24 AGE 25-34 AGE 35-44 AGE 45-54
AGE 55-64 AGE 65+
(% CHANGE, DECEMBER 2009 – DECEMBER 2010)
SOURCE: COMSCORE, DECEMBER 2010
the decline.
Search engines, blogging & other Internet trends have fundamentally transformed "the way people & businesses purchase products, "but most small businesses still use outdated "& inefficient marketing methods—like print advertising, telemarketing & trade shows "—that people increasingly find intrusive "& screen out."!
18!
BRIAN HALLIGAN!CO-FOUNDER & CEO!HUBSPOT!
“
19!
70% "of the links search users "
click on are organic—not paid.!
SOURCE: MARKETING SHERPA, FEBRUARY 6, 2007
20!
78% !of business people "use their mobile device "to check email.!
20! SOURCE: AT&T, MARCH 2011
21!
40%!of US smartphone owners compare prices "on their mobile device while in-store, "shopping for an item.!
SOURCE: COMSCORE, JANUARY 2011
22!
1 in 5!US adult mobile phone owners "have used their device!to make a purchase "in the past month.!
SOURCE: MOBILE MARKETING ASSOCIATION & LUTH RESEARCH, MAY 2010
23!
40%!of US households have a DVR.!
SOURCE: LEICHTMAN RESEARCH GROUP, INC., SEPTEMBER, 2010
24!
200 Million!Americans have registered on the Federal Trade Commission’s "“Do Not Call” list.!
SOURCE: FTC, JULY 2010
25!
46%.!The decline in spending "on tech trade shows in 2009.!
SOURCE: TRADESHOW EXHIBITORS ASSOCIATION, MARCH 2009
26!
91%!of email users have "unsubscribed "from a company email "they previously opted-in to.!
SOURCE: EXACTTARGET, , 2011
27!
84%!of 25-34 year-olds have left "a favorite website because of "intrusive or irrelevant advertising.!
SOURCE: HOWTO.TV, APRIL 2008
We need to stop interrupting
what people are interested in &"
be what people "are interested in.” !
28!
CRAIG DAVIS!CHIEF CREATIVE OFFICER, WORLDWIDE!J. 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.
new"–adjective "
Markedly different from what was before; changed, especially for the better. "
29! SOURCE: WORLD ENGLISH DICTIONARY!
30!
This is your new business card.!
OUTBOUND!
INBOUND!
31!
This "is "your "new "marketing "mix.!
32!
Be helpful.!
Helpful!
Relevant!
Remarkable!
Frequent!
ask yourself how you can be of service to your current and potential customers. What problems can you solve? What questions can you answer? What knowledge can you share?
Read more: http://blog.hubspot.com/blog/tabid/6307/bid/10291/Helpful-is-the-New-Viral.aspx#ixzz1GsSghdGN
Helpful is the new viral.!
32!
33!
Generous !is the !new !
cautious !& controlled.!
34!
Remarkable is the new ‘business as usual.’
35!
Link love is the new ad buy.
36!
Targeted landing pages & clear calls to action "are the new ‘visit my homepage’.!
37!
Keywords are the new neon signs.
38!
If you don’t like change, "
you’re going to like "irrelevancy even less.”!
39!
GENERAL ERIC SHINSEKII, 2003!
“
in·bound mar·ket·ing "-noun "
Any marketing tactic that relies "on earning people’s interest "instead of buying it; "a.k.a. the key to marketing "transformation. "
40! SOURCE: WIKIPEDIA!
41!
Inbound marketing "in a nutshell.!
2: CONVERT VISITORS & LEADS
1: GET FOUND ONLINE
3: ANALYZE & IMPROVE
42!
More than 1/3 of US companies "use blogs for marketing purposes.!
SOURCE: UM, OCTOBER 2010
Companies that blog get "
website visitors.!
43! SOURCE: HUBSPOT, 2010
55% more
44!
Inbound marketing costs 62% less "per lead than traditional, outbound marketing.!
AVG COST/LEAD: $143!
AVG COST/LEAD: $373!
OUTBOUND! INBOUND!
SOURCE: HUBSPOT, 2011
45! SOURCE: HUBSPOT, 2011
67%of B2C companies "
and 41% of B2B companies!
have acquired a customer "through Facebook.!
47! SOURCE: HUBSPOT, 2011
48! SOURCE: HUBSPOT, 2011!
2/3 "of marketers say their company blog "is “critical” or “important” "to their business.!
49!
83%!
The number "of marketers "
who say !Facebook "
is “critical” "or “important” "to their business "
has increased
in just two years.!
SOURCE: HUBSPOT, 2011!
51% "of Facebook fans "are more likely to buy"the brands they fan.!
50! SOURCE: CHADWICK MARTIN BAILEY & IMODERATE RESEARCH TECHNOLOGIES, FEBRUARY 2010
79% "of Twitter followers"
are more likely "to recommend "
the brands they follow.!
51! SOURCE: CHADWICK MARTIN BAILEY & IMODERATE RESEARCH TECHNOLOGIES, FEBRUARY 2010
The average budget spent on company blogs "& social media has nearly doubled in two years.!
52!
$!$!$! $! $!$!$! $!$!$!$! $! $!$!$! $! $!$!$! $! $!$!$! $!$!
2009
2011
$!= 1% OF ANNUAL MARKETING BUDGET
$!
SOURCE: HUBSPOT, 2011!
What we really need is "a mindset shift that will make us relevant to today’s consumers, "a mindset shift from "‘telling & selling’ "to building relationships.”!
53!
JIM STENGEL!FORMER GLOBAL MARKETING OFFICER "FOR PROCTER & GAMBLE!
“
how·to "–noun "
A set of step-by-step instructions for accomplishing a certain task or reaching a certain objective."
54! SOURCE: RANDOM HOUSE DICTIONARY!
55!
Make "stuff "people "want. !
1
• EDUCATIONAL EBOOKS!• HOW-TO VIDEOS!• ONLINE CALCULATORS!• PLANNING TOOLS!• ANSWERS TO COMMON QUESTIONS!
56!
Be !generous.!2
• THE MORE YOU GIVE, THE MORE "YOU GET!
• BUILD TRUST, CREDIBILITY, "& GOOD WILL!
• INCREASE # "OF PAGES" & INBOUND LINKS!
57!
Rock "your "keywords.!
3 • HTTP://WWW.HUBSPOT.COM/INTERNET-MARKETING-TIPS/DETAILED-KEYWORD-TIPS/!
• HTTP://WEBSITEGRADER.COM/
58!
Give "great "directions.!4
• RELEVANT LANDING PAGES!• CLEAR CALLS TO ACTION!• COMPELLING OFFERS!
59!
Invest "wisely.!5
“IF IT DON’T MAKE DOLLARS, IT DON’T MAKE SENSE.”
It no longer makes economic sense to send an advertising message to the many, in hopes "of persuading the few.!
60!
M. LAWRENCE LIGHT "FORMER CHIEF MARKETING OFFICER!MCDONALDS!
“
Amen.!
61!