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![[OUR COMPANY] IN SEARCH ENGINES.
Search Term Monthly Searches Can you find
OUR-COMPANY?
Term 1 [input volume] [input yes or no]
Term 2 [input volume] [input yes or no]
Term 3 [input volume] [input yes or no]
Term 4 [input volume] [input yes or no]
Term 5 [input volume] [input yes or no]
HOW TO USE THIS SLIDE:
Put the volume from a keyword research tool,
and put “yes” if you are on the first page of Google
results when you search for that term in Google,
put “no” if you are not on the first page of results.
Then delete this box & the orange arrow to the left!
Source: Marketing.Grader.com and HubSpot Internet Marketing
19](https://image.slidesharecdn.com/overtuigjebaasoverinbound-141029063029-conversion-gate02/85/Overtuig-je-baas-over-Inbound-Marketing-Sales-19-320.jpg)
![[OUR COMPANY] IN THE
BLOGOSPHERE.
• XX Blogs about “Term 1”
• XX Blogs about “Term 2”
• None of these blogs are from OUR-COMPANY
• Technorati (a blog search engine)
gets 4.5 million visitors per month
HOW TO USE THIS SLIDE:
Search for relevant blogs on Technorati,
and list the numbers above. Then delete this box
& the orange arrow to the left!
Source: Technorati and HubSpot 20 Internet Marketing](https://image.slidesharecdn.com/overtuigjebaasoverinbound-141029063029-conversion-gate02/85/Overtuig-je-baas-over-Inbound-Marketing-Sales-20-320.jpg)
![[OUR COMPANY] ON SOCIAL MEDIA.
• XX Stories on Digg about “Term 1”
– Digg is a top 100 website; over 20 million people visit/month
• 72 Questions about “Term 1” on LinkedIn
– LinkedIn gets 1.5 millions visitors/month; average user is 39yo
HOW TO USE THIS SLIDE:
Search on Digg, Delicious, LinkedIn or other social
media relevant to your company and list the results
above. Then delete this box & the orange arrow to the
left!
Source: HubSpot Internet Marketing, Digg, LinkedIn, Compete.com
& earns $139K/year.
21](https://image.slidesharecdn.com/overtuigjebaasoverinbound-141029063029-conversion-gate02/85/Overtuig-je-baas-over-Inbound-Marketing-Sales-21-320.jpg)
![[OUR COMPANY] VS. THE COMPETITION.
Metric Our Score Competitor 1’s
score
Competitor 2’s
score
HOW TO USE THIS SLIDE:
Use Marketing.Grader.com to show your current
situation against your competition on a couple of
relevant metrics. Then delete this box & the orange
arrow to the left!
Marketing
Grade
(Overall)
[enter metric] [enter metric] [enter metric]
Alexa (Traffic) [enter metric] [enter metric] [enter metric]
Google Page
[enter metric] [enter metric] [enter metric]
Rank (SEO)
22 Source: Marketing.Grader.com and HubSpot Internet Marketing](https://image.slidesharecdn.com/overtuigjebaasoverinbound-141029063029-conversion-gate02/85/Overtuig-je-baas-over-Inbound-Marketing-Sales-22-320.jpg)
![PROPOSED BUDGET [example]:
• €20,000/year
– Internet Marketing Software: €4,000€
– PPC Spend: €4,000
– Writing / Content / Social / Reporting: €12,000
• Additional funds based on performance
HOW TO USE THIS SLIDE:
Adjust the numbers above based on your own
company situation in terms of budget and
expectations. Make sure you include money to pay
for tools (software, training, research) to help you
achieve your goals, not just money for PPC ads.
Then delete this box & the orange arrow to the left!](https://image.slidesharecdn.com/overtuigjebaasoverinbound-141029063029-conversion-gate02/85/Overtuig-je-baas-over-Inbound-Marketing-Sales-34-320.jpg)
![[OUR COMPANY] IN SEARCH ENGINES.
Search Term Monthly Searches Can you find
OUR-COMPANY?
Term 1 [input volume] [input yes or no]
Term 2 [input volume] [input yes or no]
Term 3 [input volume] [input yes or no]
Term 4 [input volume] [input yes or no]
Term 5 [input volume] [input yes or no]
HOW TO USE THIS SLIDE:
Put the volume from a keyword research tool,
and put “yes” if you are on the first page of Google
results when you search for that term in Google,
put “no” if you are not on the first page of results.
Then delete this box & the orange arrow to the left!
Source: Marketing.Grader.com and HubSpot Internet Marketing
19](https://image.slidesharecdn.com/overtuigjebaasoverinbound-141029063029-conversion-gate02/75/Overtuig-je-baas-over-Inbound-Marketing-Sales-19-2048.jpg)
![[OUR COMPANY] IN THE
BLOGOSPHERE.
• XX Blogs about “Term 1”
• XX Blogs about “Term 2”
• None of these blogs are from OUR-COMPANY
• Technorati (a blog search engine)
gets 4.5 million visitors per month
HOW TO USE THIS SLIDE:
Search for relevant blogs on Technorati,
and list the numbers above. Then delete this box
& the orange arrow to the left!
Source: Technorati and HubSpot 20 Internet Marketing](https://image.slidesharecdn.com/overtuigjebaasoverinbound-141029063029-conversion-gate02/75/Overtuig-je-baas-over-Inbound-Marketing-Sales-20-2048.jpg)
![[OUR COMPANY] ON SOCIAL MEDIA.
• XX Stories on Digg about “Term 1”
– Digg is a top 100 website; over 20 million people visit/month
• 72 Questions about “Term 1” on LinkedIn
– LinkedIn gets 1.5 millions visitors/month; average user is 39yo
HOW TO USE THIS SLIDE:
Search on Digg, Delicious, LinkedIn or other social
media relevant to your company and list the results
above. Then delete this box & the orange arrow to the
left!
Source: HubSpot Internet Marketing, Digg, LinkedIn, Compete.com
& earns $139K/year.
21](https://image.slidesharecdn.com/overtuigjebaasoverinbound-141029063029-conversion-gate02/75/Overtuig-je-baas-over-Inbound-Marketing-Sales-21-2048.jpg)
![[OUR COMPANY] VS. THE COMPETITION.
Metric Our Score Competitor 1’s
score
Competitor 2’s
score
HOW TO USE THIS SLIDE:
Use Marketing.Grader.com to show your current
situation against your competition on a couple of
relevant metrics. Then delete this box & the orange
arrow to the left!
Marketing
Grade
(Overall)
[enter metric] [enter metric] [enter metric]
Alexa (Traffic) [enter metric] [enter metric] [enter metric]
Google Page
[enter metric] [enter metric] [enter metric]
Rank (SEO)
22 Source: Marketing.Grader.com and HubSpot Internet Marketing](https://image.slidesharecdn.com/overtuigjebaasoverinbound-141029063029-conversion-gate02/75/Overtuig-je-baas-over-Inbound-Marketing-Sales-22-2048.jpg)
![PROPOSED BUDGET [example]:
• €20,000/year
– Internet Marketing Software: €4,000€
– PPC Spend: €4,000
– Writing / Content / Social / Reporting: €12,000
• Additional funds based on performance
HOW TO USE THIS SLIDE:
Adjust the numbers above based on your own
company situation in terms of budget and
expectations. Make sure you include money to pay
for tools (software, training, research) to help you
achieve your goals, not just money for PPC ads.
Then delete this box & the orange arrow to the left!](https://image.slidesharecdn.com/overtuigjebaasoverinbound-141029063029-conversion-gate02/75/Overtuig-je-baas-over-Inbound-Marketing-Sales-34-2048.jpg)
Uploaded bydutchmarq
Overtuig je baas over Inbound Marketing & Sales
The document outlines a persuasive approach to shift a company's marketing strategy towards inbound marketing, highlighting the transformation of consumer behavior and the importance of adapting marketing methods accordingly. Key points include a proposed transformation plan, leveraging internet trends, and the cost-effectiveness of inbound marketing compared to traditional methods. It emphasizes the need for content creation that resonates with customers and invites engagement to improve overall marketing effectiveness.
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Similar to Overtuig je baas over Inbound Marketing & Sales
Overtuig je baas over Inbound Marketing & Sales
- 1. 1 HOE OVERTUIGJE JE BAAS OVER INBOUND MARKETING & SALES
- 2. AGENDA 1. ConsumerBehavior Has Changed 2. How We Market Our Products/Services Needs to Change 3. Proposed Transformation Plan 2 DIT PPT (! dus wijzigbaar) TEMPLATE IS BEDOELD ALS KAPSTOK EN DIENT AANGEPAST TE WORDEN AAN JULLIE BRANCHE & BEDRIJF. TAALKEUZE NAAR VOORKEUR: IN ENGELS HOUDEN OF TE VERTALEN DIT PPT (! dus wijzigbaar) TEMPLATE IS BEDOELD ALS KAPSTOK EN DIENT AANGEPAST TE WORDEN AAN JULLIE BRANCHE & BEDRIJF. TAALKEUZE NAAR VOORKEUR: IN ENGELS HOUDEN OF TE VERTALEN IN NL. IN NL.
- 3. 1. Consumer BehaviorHas Changed 2. How We Market Our Products/Services Needs to Change 3. Proposed Transformation Plan 3
- 4. DANIELLE SACKS THEFUTURE OF ADVERTISING FAST COMPANY, NOVEMBER 17, 2010 “ …the Internet has turned what used to be a controlled, one-way message into a real-time dialogue with millions. 4
- 5. 5 of adultAmericans use the Internet. 79%
- 6. 6 78% ofInternet users conduct product research online.
- 7. 10.3 Billionsearches areconducted 7 SOURCE: COMSCORE, AUGUST 2010 every month on Google.
- 8. 1/3 of consumersspend three or more hours online every day. 8 SOURCE: THE MEDIA AUDIT, OCTOBER 2010
- 9. SOCIAL NETWORKS/BLOGS ONLINE GAMES EMAIL PORTALS VIDEOS/MOVIES 9 SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010 = 1 MINUTE US Internet users spend 3x more minutes on blogs & social networks than on email.
- 10. 10 70% ofthe links search users click on are o r ga n ic —not paid. SOURCE: MARKETING SHERPA, FEBRUARY 6, 2007
- 11. 11 200 Million Americans have registered on the Federal Trade Commission’s “Do Not Call” list. SOURCE: FTC, JULY 2010
- 12. Companies that blogget 55% more website visitors. 12 SOURCE: HUBSPOT, 2010
- 13. 13 57% ofbusinesses have acquired a customer through their company blog. SOURCE: HUBSPOT, 2011
- 14. 67%of B2C companies and 41% of B2B companies have a cquire d a custome r 14 SOURCE: HUBSPOT, 2011 through Facebook.
- 15. 42% of companieshave acquired a customer through Twitter. 15 SOURCE: HUBSPOT, 2011
- 16. 16 Inbound marketingcosts 62% less per lead than traditional, outbound marketing. AVG COST/LEAD: $143 AVG COST/LEAD: $373 OUTBOUND INBOUND SOURCE: HUBSPOT, 2011
- 17. 1. Consumer BehaviorHas Changed 2. How We Market Our Products/Services Needs to Change 3. Proposed Transformation Plan 17
- 18. “Audiences everywhere aretough. They don’t have time to be bored or brow beaten by orthodox, old-fashioned advertising. We need to stop interrupting what people are interested in & be what people are interested in.” 18 CRAIG DAVIS CHIEF CREATIVE OFFICER, WORLDWIDE J. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY)
- 19. [OUR COMPANY] INSEARCH ENGINES. Search Term Monthly Searches Can you find OUR-COMPANY? Term 1 [input volume] [input yes or no] Term 2 [input volume] [input yes or no] Term 3 [input volume] [input yes or no] Term 4 [input volume] [input yes or no] Term 5 [input volume] [input yes or no] HOW TO USE THIS SLIDE: Put the volume from a keyword research tool, and put “yes” if you are on the first page of Google results when you search for that term in Google, put “no” if you are not on the first page of results. Then delete this box & the orange arrow to the left! Source: Marketing.Grader.com and HubSpot Internet Marketing 19
- 20. [OUR COMPANY] INTHE BLOGOSPHERE. • XX Blogs about “Term 1” • XX Blogs about “Term 2” • None of these blogs are from OUR-COMPANY • Technorati (a blog search engine) gets 4.5 million visitors per month HOW TO USE THIS SLIDE: Search for relevant blogs on Technorati, and list the numbers above. Then delete this box & the orange arrow to the left! Source: Technorati and HubSpot 20 Internet Marketing
- 21. [OUR COMPANY] ONSOCIAL MEDIA. • XX Stories on Digg about “Term 1” – Digg is a top 100 website; over 20 million people visit/month • 72 Questions about “Term 1” on LinkedIn – LinkedIn gets 1.5 millions visitors/month; average user is 39yo HOW TO USE THIS SLIDE: Search on Digg, Delicious, LinkedIn or other social media relevant to your company and list the results above. Then delete this box & the orange arrow to the left! Source: HubSpot Internet Marketing, Digg, LinkedIn, Compete.com & earns $139K/year. 21
- 22. [OUR COMPANY] VS.THE COMPETITION. Metric Our Score Competitor 1’s score Competitor 2’s score HOW TO USE THIS SLIDE: Use Marketing.Grader.com to show your current situation against your competition on a couple of relevant metrics. Then delete this box & the orange arrow to the left! Marketing Grade (Overall) [enter metric] [enter metric] [enter metric] Alexa (Traffic) [enter metric] [enter metric] [enter metric] Google Page [enter metric] [enter metric] [enter metric] Rank (SEO) 22 Source: Marketing.Grader.com and HubSpot Internet Marketing
- 23. 23 The badnews: We’re way behind. The good news: We can transform & WIN!!!
- 24. 1. Consumer BehaviorHas Changed 2. How We Market Our Products/Services Needs to Change 3. Proposed Transformation Plan 24
- 25. 25 Today’s approach: “GET IN THEIR FACE” when they’re not looking. Tomorrow’s approach: “GET FOUND” when they are looking.
- 26. 26 Google isour new business card.
- 27. 27 This should be our new marketing mix. • “Interruption”-based • Avg response rate: 1-5% • “Permission”-based • Avg response rate 20-50%
- 28. 28 1 Make stuff people want. START CREATING/PUBLISHING CONTENT THAT IS HELPFUL & VALUABLE TO OUR CUSTOMERS: • FAQS • HOW-TO’S • EBOOKS • VIDEOS • BLOG!
- 29. 29 Be 2generous. • THE MORE WE GIVE, THE MORE WE’LL GET • INCREASE # OF PAGES & INBOUND LINKS • BUILD TRUST, CREDIBILITY, & GOOD WILL
- 30. 30 Rock our keywords. 3 • GET ON PAGE 1! • DOUBLE TRAFFIC • CUT PPC SPENDING IN HALF
- 31. 31 Give great directions. 4 • CREATE RELEVANT LANDING PAGES • CLEAR CALLS TO ACTION • COMPELLING OFFERS
- 32. 32 Invest 5wisely. “IF IT DON’T MAKE DOLLARS, IT DON’T MAKE SENSE.”
- 33. 6 MONTH GOALS: • Double web traffic • Double web leads • Website Grade above 70 • REPEAT! HOW TO USE THIS SLIDE: Adjust above goals according to your baseline and growth objectives. Then delete this box & the orange arrow to the left! 33
- 34. PROPOSED BUDGET [example]: • €20,000/year – Internet Marketing Software: €4,000€ – PPC Spend: €4,000 – Writing / Content / Social / Reporting: €12,000 • Additional funds based on performance HOW TO USE THIS SLIDE: Adjust the numbers above based on your own company situation in terms of budget and expectations. Make sure you include money to pay for tools (software, training, research) to help you achieve your goals, not just money for PPC ads. Then delete this box & the orange arrow to the left!
- 35. Vragen?! www.dutchmarq.nl [email protected] @dutchmarq +31 34 34 209 31 PO Box 26 3940 AA Doorn | Netherlands Sitiopark 13 3941 PP Doorn | Netherlands
Editor's Notes
- #6 http://pewinternet.org/Static-Pages/Trend-Data/Online-Activites-Total.aspx Image http://www.flickr.com/photos/pimboula/ By PIMboula
- #7 http://pewinternet.org/Static-Pages/Trend-Data/Online-Activites-Total.aspx Image http://www.flickr.com/photos/mezdeathhead/ By Mez Love
- #8 Image: http://www.flickr.com/photos/st3f4n/ By Stéfan http://www.comscore.com/Press_Events/Press_Releases/2010/9/comScore_Releases_August_2010_U.S._Search_Engine_Rankings comScore Explicit Core Search Share Report* August 2010 vs. July 2010 Total U.S. – Home/Work/University Locations Source: comScore qSearch
- #9 Image http://www.flickr.com/photos/nicholasjon/10039285/sizes/o/ By nicholasjon http://totalaccess.emarketer.com/Chart.aspx?R=105978&dsNav=Ro:8,N:1064 Chart Title: Time Spent per Day on the Internet According to US Consumers, Oct 2010 (% of respondents) Publication Date: January 12, 2011 Topics: Internet Usage Geographies: North America> United States Sources: The Media Audit
- #10 http://totalaccess.emarketer.com/Chart.aspx?R=105504&dsNav=Ro:9,N:1064 Chart Title: Top 5 Online Activities of US Internet Users, Ranked by Minutes Spent and Share of Time Spent Online, Nov 2010 (billions and % of total) Publication Date: January 11, 2011 Topics: Internet Usage Media Consumption Social Network Users Geographies: North America> United States Sources: The Nielsen Company
- #11 RESEARCH DATA: How B-to-B Buyers Use Search (Google Surprise, Plus 28 Tables & Charts) Feb 06, 2007 http://www.marketingsherpa.com/content/?q=node/2568
- #12 Image http://www.flickr.com/photos/tylerdurden/ By tylerdurden1 http://www.wired.com/epicenter/2010/07/do-not-call-list-tops-200-million-some-scammers-still-ignore-it/ http://www.ftc.gov/opa/2010/07/dnc.shtm
- #13 http://www.flickr.com/photos/profete/4940673783/sizes/l/ By B.Romain Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
- #14 Image http://www.flickr.com/photos/ngmmemuda/4166182931/sizes/l/ By Juliana Coutinho
- #15 http://www.flickr.com/photos/mait/3582113151/sizes/l/ By Mait Jüriado
- #16 Image http://www.flickr.com/photos/netzkobold/ http://themetricsystem.rjmetrics.com/2010/01/26/new-data-on-twitters-users-and-engagement/ RJMetrics January 26, 2010
- #17 OUTBOUND: direct mail, telemarketing and trade shows INBOUND: blogging, content publishing, search engine optimization, social media
- #19 http://www.wpp.com/NR/rdonlyres/33EEFF99-FD84-4F00-83DC-E75A3E18B9CF/2129/JWT_PressRelease_JWTReDefinesRole_jan05_guidbc1224.pdf?pageContent_PressRelease
- #24 http://www.flickr.com/photos/eflon/3261104775/sizes/l/ by eflon
- #26 http://www.wpp.com/NR/rdonlyres/33EEFF99-FD84-4F00-83DC-E75A3E18B9CF/2129/JWT_PressRelease_JWTReDefinesRole_jan05_guidbc1224.pdf?pageContent_PressRelease
- #29 http://www.flickr.com/photos/jliba/4389220460/sizes/l/ By Josh Liba
- #30 http://www.flickr.com/photos/brandoncwarren/4164759025/sizes/l/in/faves-bonafidemarketinggenius/ By Brandon Christopher Warren
- #31 Dshah: The KeywordGrader.com points to a non-public (have to login) page. Might want to consider pointing folks to WebsiteGrader or a blog article about keywords. http://www.flickr.com/photos/feiticeira_org/4602643846/sizes/o/ by feiticeira_org
- #32 Image: http://www.flickr.com/photos/st3f4n/ By Stéfan
- #33 Image: http://www.flickr.com/photos/st3f4n/ By Stéfan