Presented at Big-Detroit’s January event "How to Attract and Retain Customers: Executing a Pull Marketing Strategy"

1. Executing a Pull Marketing Strategy Kevin Krason CEO, Biznet Internet Solutions

2. Agenda Pull Marketing Defined Digital Marketing Solutions Strategy

3. Traditional Marketing…

4. Traditional Marketing is Dead

5. Outbound vs. Inbound Marketing Inbound Marketing is desired, impactful, targeted, and extremely cost effective.

6. Change in Ad Spending by Medium2008 to 2009 According to marketingcharts.com, “US Ad Spend Plunges 14.2%; Only Online Posts Growth”

7. Forecast: US Interactive Marketing Spend, 2009 to 2014

8. David Meerman Scott: Getting customers used to mean interrupting people with product messages. Today it’s all about compelling content. RohitBharagava: 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. Seth Godin: Content Marketing is the only marketing left. Top online marketing thought leaders stress the importance of Inbound Marketing

9. Inbound Marketing is more Cost Effective

10. Search Engine Marketing(SEM)

11. Americans conducted 15.7 billion searches in August, 10.3 billion on Google

12. Organic (SEO) vs. Sponsored (PPC)

13. Search Marketing is Economical

15. Increase in small to mid-sized businesses using SEM

16. Greater consumer usage of search utilities

17. Better targeting and niche offerings

19. Know Your Stats?

20. Organic Search Pros No cost-per-click on search engines Greater credibility Produces 75% of clicks resulting from search engines

21. 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

22. Pay-Per-Click Pros Tracking Instant results Real-time keyword changes Any budget Geo-demographic targets

23. PPC Cons Price of keywords Competition keyword use Determining which words to purchase

25. Copywriting

26. Headers

27. Meta tags

28. Image tags

30. Content Marketing

31. 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.

33. Improves your website's reputation and credibility with search engines

34. Improves your rank on search engines

35. Presents you as a thought leader in your industry

36. Provides potential customers with value

37. Drive Website Traffic

39. Articles

40. News Releases

41. PowerPoint Presentations

42. How-To's

43. White Papers

44. Wiki Material

46. Impressions range from 0 to millions depending on publishing property

48. Content Marketing Example Source: Google 1,220 External Properties Linking Article to Product

49. Social Media Marketing(SMM)

50. What is Social Media? Face to Face networking or Word-of-Mouth Marketingin a virtual world

52. Integrates technology and social interaction through words, pictures, videos and audio

53. Builds relationships and trust as users share stories and experiences

54. Usesconversations through networking to share experiences, links, and information about a company, product or service

56. Social Media is for B2B and B2C Source: HubSpot State of Inbound Marketing Report

58. Wikis, & web office tools (Internal or public)

59. Social networks, (such as Facebook, MySpace, LinkedIn, etc)

60. Social bookmarking, social news sites (such as Digg, StumbleUpon, Reddit)

61. Online photo sharing, (such as Flickr & PhotoBucket)

63. Social Media: Quick Facts 75 % of US Adults use social media 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

64. Social Media is a Key Driver in Brand Awareness and Affinity

66. 70% of US online Adults are “spectators” of social media content

68. Measuring: Monitoring, analyzing and tracking those conversations

70. Maximizing Inbound Marketing: Search, Content and Social Media In order to effectively use inbound marketingyou must leverage multiple channels! Social Media Content Search

71. Strategy

72. Strategy Business Objective Budget Measure of Success Resources

73. Business Objective Sales & Marketing Initiatives Process Automation Ebusiness Communication (including information and education) Customer Service

74. Project Objective Know your Target Audience

75. Budget Can you quantify your objectives financially? What is the lifetime value of a new customer? How much are you willing to pay to obtain that customer? What is your annual sales goal? What is your average profit margin? What can you afford to invest?

76. Measure of Success New Sales Prospect and client lists Customer service ratings Web traffic Time Costs Marketing Costs Postage Staffing costs Set Goals

77. Resources Internal: Sales Manager Marketing Manager External: Digital Marketing Partner Web Developer Advertising & PR Partners

78. Thank you! Kevin Krason kkrason@biznetis.net 248.560.9000 Twitter.com/kevinbiznet LinkedIn.com/in/kevinkrason