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have fundamentally transformed "the way people & businesses purchase products, "but most small businesses still use outdated "& inefficient marketing methods—like print advertising, telemarketing & trade shows "—that people increasingly find intrusive "& screen out."!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!