2. Digital Marketing Rule Book
For 2012 And Beyond:
“Adapt Or Perish…”
Avinash Kaushik
Author, Digital Marketing Evangelist - Google,
Co-founder - Market Motive.
7. Ask Yourself:
What Are Your Biggest Frustrations
With Internet Marketing?
Are You Getting Plenty Of Leads?
What‟s The Quality?
Here’s how one contractor solved his
problem executing Inbound Marketing.
8.
9. Inbound Marketing Zone - is an
innovative consulting and strategy firm who
is a Value Added Reseller(VAR) through
HubSpot's Partner Program. As a
consulting firm, we taught and
implemented a step by step marketing
system used in over 13,700 businesses in
more than 362 different industries.
For the past 6 years we've been evaluating
web-based technology platforms that allow
us develop our Done-For-You-Marketing
Management Solution; which is a
program we build, execute, measure and
fine tune everything on a monthly basis.
10. What Qualifies Us To Build This
Program For Contractors Who
Deliver Solutions That Improve
The Performance Of The Home.
Over 5 years studying „Ultra Energy
Efficient Construction‟ and „Home
Performance‟ with some of the best
Building Science guys in the Country.
11. We combine an extensive Sales, Bus.
Dev., Marketing & Strategy Experience By
Industries:
Automotive: Engine, Chassis, Drive-
train, Hydraulics, Truck accessories, Auto
body, Transmission repair.
Health Care: I.V. Solutions, Biomedical
Equipment, Drug delivery systems, Surgical
Spine Implants,
Executive Recruiting: Factory
Automation, Electrical, Power
Generation, Building Products
Ultra Energy Efficient Construction: Spray
Foam, SIPS, Insulating Concrete Forms(ICF)
HVAC
Home Performance
Home Improvement
Health Insurance.
Marketing, Strategy & Innovation
Website Dev. & Digital Media Development.
12. 1 Stats You Need To Know
2 Search Google In Your City
3 Building With The Right Foundation
4 Internet Marketing GAP Analysis
5 Pieces Of A Complete Strategy
6 The Playing Field Is Level
13. 1 Stats You Need To Know
Outbound Marketing
• 44% of direct mail is never opened.
• 86% of people skip TV ads.
14. 1 Stats You Need To Know
Inbound Marketing
• 93% of all buyers online or in stores use
search prior to making a purchase.
• 94% of buyers click on organic links versus
6% on paid links when searching online?
• 81% of consumers receive advice from
friends and family.
• 52% of 55-64 year old internet users have
joined a social network
15. 1 Stats You Need To Know
Inbound Marketing
• 77% use online reviews.
• 91% of adults use social media monthly.
• 64% read blogs.
16. 1 Stats You Need To Know
We Are Past The
„Tipping Point‟!
29. 3 Building With The Right Foundation
The NEW Consumer: Respect Me! I‟m A Capable
Decision-Maker. Tell Me Why You Are Credible.
30. 3 Building With The Right Foundation
Categorize Your Prospects(HVAC): ‘John Smith’s Eyes’.
1. 'NO HEAT, NO COOL' (emergencies) - I need someone to
fix it NOW!
2. Do I Need A Tune Up: Is it worth it?
3. Should I replace my HVAC System with a more energy
efficient one?
4. High energy bills - what methods are a good investment
and which ones will drain your wallet.
5. Comfort issues - do I have to live with it or are there
solutions that work.
6. Health IAQ - What threats am I not aware of.
7. Home Performance - Air sealing, duct sealing, blower
door, etc.
31. 3 Building With The Right Foundation
So You‟re 1st Page On Google Along With 10 Others.
• Expecting a phone call – Yellow Page Mentality. 1-5%
are Now Buyers.
• What about the 95 - 99%? Engage and convert.
• Opportunity to educate.
• Lead nurturing.
• Increase sales conversion through pre-sales self
discovery.
• Lead analysis.
42. Getting Started – 90 Days Level One Level Two Level Three
Fees To Inbound Marketing Zone (Does Not $2200 $3200 $4500
Include $200/mo. HubSpot Subscription)
$1000 - To start. $1500 - To start. $2000 - To start.
Initial Set-Up And Dev.
$600 - Mo. # 2 $850 - Mo. # 2 $1250 - Mo. # 2
$600 - Mo. # 3 $850 - Mo. # 3 $1250 - Mo. # 3
Keyword strategy and analysis
Website migration and dev. (unlimited # of
pages)
On-page SEO
Landing Pages - Write copy, layout and design,
and build submittal forms.
Create Offers - Reports, Buyers Guides, etc.
Blog set-up and integration;
Blog subscription invitation page
Set up Social Media and connect to HubSpot
Build lead nurturing campaign
Build custom email template
Set up email manager
43. Continue The Development And Refinement
Through Our:
Monthly Done-For-You Program Level One Level Two Level Three
(Fees To Inbound Marketing Zone) $600/mo. $850/mo. $1250
Blog Articles/mo. with keyword 6 8 12
SEO
Monthly analysis and adjustment.
Import email lists from current
databases.
Re-engage/Invite email blast.
Free listing on
www.HomeThatPerform.Com
Contractor Directory.
44. All The Extras Included In Level Three Of
Our Done-For-You Marketing Program:
Advanced Program Development Level One Level Two Level Three
($60,000 Value) $600/mo. $850/mo. $1250
ProActive Referral Program:
Joint Ventures
Up-selling Strategies
Produce video testimonials
Unlimited Consulting and
Mastermind Group
Sales Process Improvements
47. Similar to a Group
Purchasing Organization
(GPO);
Affordable pricing by
leveraging the collective
buying power of multiple
small businesses within a
particular industry
segment.
50. “Small Business With
The Best Technology
Rules!”
“Small Business With The
Best (Internet Marketing)
Technology Rules!!”
(We Modified It A Little)
51. “Finally, there is onrushing
technology that can make you
either obsolete or quickly
threatened. If you're not on top
of the technology in your
category, trust me, someone
else out there is trying to nail
you. You have to be willing to
attack yourself with a better
Jack Trout
Recognized as the world's idea and not let your competitor
foremost marketing do it for you”.
strategist.
53. ‘Don't 'Re-invent The
Wheel’....Just Roll It
In Your Direction!
• Duplicate the track
record of HubSpot;
• 35,000 leads a month!
• A Pattern' and System -
10-Step process in
place.
54. DRIVE DOWN YOUR…
Cost Per Lead
Cost Per Sale
TO THE ABSOLUTE MINIMUM!
55. Increase Your Lead Conversion Rate
Going From 20%(2 out of 10) to 30%(3 out of 10)
Increases Sales $240,000:
57. Why Are We Doing
This?
The Testimonials: You appear and
speak in a video testimonial created by
us sharing your real-life experiences of
the program including the impact it has
made on your business; relating to the
materials; including but not limited to
figures, results, impact, increase in
sales, conversion ratios and productivity
relating to marketing strategies, the
benefits of the program.
58. It All Adds Up:
• Consultants With Our Business
Background.
• Most advanced Internet Marketing
Expertise; a proven methodology.
• Proven marketing system.
• Website dev., Copywriting.
• Business growth strategies.
• Industry knowledge – Home
Performance to Ultra Energy
Efficient Construction.
• Relationship with Building Science
Experts.
60. From our perspective:
You‟d be hard-pressed to find
company who can deliver this
much, this fast, for such a small
amount of money, for the most
important piece of „marketing
real-estate‟; where experts are
saying, “adapt or perish” .
A ‘Strategic Partnership’
61. From our perspective:
“Success Goes To Those Who
Apply New & Better Methods,
Improve Efficiencies And
Deliver Better Value!”
62. “Give me a lever
long enough and a
fulcrum on which
to place it, and I
shall move the
world.” Done-For-You
Marketing
Archimedes Solution
63. In The End, Build The
Ultimate…
…Lowering Your Costs, Making
More Money & Freeing Up More Of
Your Time.