Detroit, Michigan's Business Improvement Group (BIG) hosted this marketing seminar as part of the series "How to Attract and Retain Customers" on October 6th, 2010 at Automation Alley. Kevin Krason, CEO of Biznet Internet Solutions is the featured presenter.

1. The New Marketing Paradigm: Moving from Push to Pull Kevin Krason CEO, Biznet Internet Solutions

2. Agenda Marketing Trends Inbound Marketing Defined Search Engine Marketing Content Marketing Social Media

3. Marketing Trends

4. Communication Paradigm Shift Smoke Signals Letters / Mail Telegraph Telephone Mobile Phone Email Online Community Technology continues to change the way humans communicate professionally and socially

5. Traditional Marketing…

6. Traditional Marketing is Dead

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

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

9. Digital spendingwill grow from 17% of U.S. ad industry revenue in 2008 to 25% by 2013.

10. 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

11. You Ought to Know Inbound Marketing

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

13. Inbound Marketing is more Cost Effective

14. 65% of CMOs stated that in the current economic climate, it is easier to secure organizational “buy in”on new media/social media programs than it was one year ago. Business Wire survey of 81 chief marketing officers and senior marketing professionals directly responsible for managing their digital agency as well as their organization’s digital marketing budget

15. New media/social media channels are becoming more critical 77%stated they will take on a greater focus in their overall interactive strategy “Business Wire survey of 81 chief marketing officers and senior marketing professionals directly responsible for managing their digital agency as well as their organization’s digital marketing budget.”

16. Search Engine Marketing(SEM)

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

18. Search Marketing is Economical

19. Spending on SEM will reach $26 billion annually by 2013

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

22. Greater consumer usage of search utilities

23. Better targeting and niche offerings

26. Organic Search Ranking Factors:Content and Relevancy Keywords Page Rank Alexa Ranking Backlinks

27. Keyword Analysis

28. Google Page Rank

29. Alexa Ranking Alexa is owned by Amazon and tracks 40 million websites. These 40 million sites are ranked based on Alexa's ability to track visitors. Your site's Traffic Ranking number provides a guideline of how well your website is doing relative to others on the web. The lower the number the better.

30. Backlinks Backlinks are the number of links from other websites that are pointing to your website that the search engines has given your site credit for. This number will always be lower than the total links out in the digital marketplace.

31. Know Your Stats?

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

33. 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

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

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

37. Copywriting

38. Headers

39. Meta tags

40. Image tags

42. Measuring Tools Website Traffic (Google Analytics) User Demographics (Quantcast) Search Results Page Rank (PR) Alexa Rank Backlinks Indexed Web Pages

43. Content Marketing

44. 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.

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

47. Improves your rank on search engines

48. Presents you as a thought leader in your industry

49. Provides potential customers with value

50. Drive Website Traffic

52. Articles

53. News Releases

54. PowerPoint Presentations

55. How-To's

56. White Papers

57. Wiki Material

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

61. Content Marketing Example Biotivia.com has up-to-date press releases on their website. Each release contains a link to the Biotivia website. They also submit these press releases to distribution sites which increases their reach. This press release from Biotivia.com has been found on 26,500 pages. This means a link to the Biotivia website is on each of these pages. This press release has been found on 8,490 pages. Source: Google.com

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

63. This is the profile for the MonavieCorporate YouTube channel. They sell acai berry juice, a healthy antioxidant. There are 24,582 channel views, while each video posted has thousands of views each There are 1,207 subscribers to this channel A detailed About Me section and link to the website is included in the profile YouTube Example

64. Article Example

65. Social Media Marketing(SMM)

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

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

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

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

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

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

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

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

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

79. Social Media: Quick Facts 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

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

82. 70% of US online Adults are “spectators” of social media content

85. Measuring: Monitoring, analyzing and tracking those conversations

87. Forums, communities, wikis, niche networks

90. Know the property’s functions

91. Appropriateness & etiquette

93. Engagement Example: Twitter

94. More Twitter Examples Twitter reveals many users discussing and sharing information about natural laundry products Source: Google

95. Facebook Opportunities There is a great opportunity on Facebook to engage in the health community.

96. Facebook Example The link to the website is prevalent 48 likes after only 4 hours Positive comments This is an example of connecting with people via Facebook, provoking thought and driving traffic to a website

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

98. Questions?

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