The Marketing Evolution: Don't get left behind
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This presentation provides viewers with the chance to get an update on the changing digital communications landscape and covers the following subjects: How technology is changing buyer behaviour How Google have changed the game How content influences search The rise of inbound marketing Effective Social Media needs a content plan The online advertising options How to manage your leads/ enquiries Why you need a digital strategy
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The Marketing Evolution: Don't get left behind
- 1. The Marketing Evolution Don’t get left behind! 04/06/2013 The Marketing Evolution 1
- 2. The Marketing Evolution Traditional Marketing Techniques Direct Mail Events Tradeshows TV Ads Print Ads
- 3. The Marketing Evolution Traditional Marketing is Interruptive *@!**%
- 4. The Marketing Evolution People don’t like to be interrupted
- 5. The Marketing Evolution Tools have been developed to help
- 6. The Marketing Evolution Technology has changed buyer behaviour
- 7. The Marketing Evolution Driving marketing to evolve
- 8. The Marketing Evolution Catalogues Print Ads Tv + Radio Ads Telesales Static Websites Inbound Marketing Mobile Marketing Video Marketing Word of Mouth Marketing Content Marketing
- 9. A Change in mindset » The buyer is in control » They won’t interact until THEY are ready » Marketing has moved further into the traditional sales role • You need to get found • You need to get chosen • You need to ensure visitors come back The Marketing Evolution
- 10. The Marketing Evolution What’s to be done?
- 11. The Marketing Evolution Digital Marketing Content Marketing Inbound Marketing Social Media Email Marketing Search Marketing
- 12. The Marketing Evolution So if you want to get found online, get chosen & get more business Search Marketing Content Marketing Social Media Marketing SEO • Content • Structure • Off page factors • - Linkbuilding • - Google Places (for Business) PPC • AdWords • PLAs • Display • Remarketing • Social media Content planning & creation • Blogging • eBooks • Articles • Case studies • Video • Web pages • Calls To Action • Customer profiling • Personas • Tone of voice • The buying cycle • Editorial calendar • Lead management • Key Performance Indicators • Google Analytics Content distribution & engagement • Facebook • Twitter • LinkedIn • YouTube • Google+ • eMail • Analytics
- 13. The Marketing Evolution So if you want to get found online, get chosen & get more business Search Marketing Content Marketing Social Media Marketing All wrapped up in one big strategy
- 14. Match problem to solution • Searcher – I have a problem and I’m looking for a solution via the internet and social networks • Researching • Comparing • Validating • Discussing • Solution provider – I have a solution to your problem which I want to share with you via • Internet • Email • Social Networks • Face-to-Face The Marketing Evolution
- 16. The Marketing Evolution Inbound marketing Is marketing based on content. It uses the power of the internet and social media to help businesses get found online and increase conversions
- 17. The Marketing Evolution Searchers have a problem to solve and like most of us they turn to the search engines. You as a company have solutions to offer. The content you have published on your website and elsewhere online acts as a magnet, attracting people searching for solutions to their search query. 21 3 4 And voila, the searcher gets matched up with the solutions you offer.
- 18. Why is content so important? The Marketing Evolution Social Media Search Lead Generation Content
- 19. The Marketing Evolution Content – The answer to all my problems?
- 20. The Marketing Evolution Only 5 to 25% of total leads are sales ready 25% of total leads are unqualified 50% of total leads need further development
- 21. The Sales Funnel AIDA Model of communication Stages of buying cycle Unaware Aware Engaged Purchase Loyalty Evangelism Desire (conviction) Attention Interest Action
- 24. ‘Nurture’ the early leads The Marketing Evolution Score for readiness Give ready leads to sales Evaluate/review as necessary Capture Data
- 25. The Marketing Evolution 7 stage process for business growth
- 26. 7 stage process for business growth The Marketing Evolution Search Marketing Content Marketing Social Media Marketing
- 27. The Marketing Evolution Content generates leads from social media networks, AdWords and email 4 Create great web content 1 Add downloadable content to web2 Promote content via social media, SM ads, AdWords and email 3
- 28. Any questions? The Marketing Evolution jarrang.com @jarrang