In an environment that blocks traditional marketing techniques, inbound marketing and web 2.0 websites are a great option for businesses. What is Web 2.0 and how can inbound marketing be used to drive business and growth?

1. Web 2.0 Business Websites
Rebecca Kotz Krista Moon
President and Web Marketing Consultant Senior Director of Business Development
www.gems-solutions.com

2. Outline
• Why are we in Web 2.0?
• Web 2.0 Capabilities
• Web Content Management System
www.gems-solutions.com

3. Traditional Outbound Marketing
Prospects
Inside Sales
Direct Mail
Print Advertising
Telemarketing
Tradeshows
Interruption
Company
34 gigabytes of data every single day
www.gems-solutions.com

4. Too Many Messages!
• Spam blockers
• Sirius radio
• Tivo
• Do-Not-Call List
• Caller ID
• Trash can!
www.gems-solutions.com

5. Marketing is Changing!
Web 1.0 Web 2.0
Flat, static brochure Interactive, 2-way communication
www.gems-solutions.com

6. What does Web 2.0 mean?
Online shopping Enhanced user
(products, event experiences
Self-service
registration / with motion
capabilities on
donations, etc.) graphics, news
your website.
with features feeds, gadgets
and options. and mash-ups.
www.gems-solutions.com

7. Web 2.0 Trends
Lots of people: • Over 1 billion users.
• Search, post, edit a
Web-fluent users: Wiki, rate/review, etc.
Powerful • Harnessing collective
intelligence deep into the
capabilities: design.
Power and control • We produce the vast
is shifting to us: majority of content.
www.gems-solutions.com

8. Join the Conversation!
• People are talking about your…
– Company
– Products
– Services
Blogs
– Competitors
Facebook
Online Reviews Twitter
LinkedIn
www.gems-solutions.com

9. Online Statistics
97% Research products and services online before they
purchase.
55% Of all local searches are done with an intent to buy.
80% Of all local searches result in a phone call or visit a
store and 60% of those result in a purchase.
www.gems-solutions.com

10. Why use Inbound Marketing?
Outbound marketing: $1 Investment = $11 Return
Inbound marketing: $1 Investment = $60 Return
80 ROI Comparison by Marketing Program
60:1
60
40
20 ROI
11:1
0 2:1
Social Marketing Direct Marketing Media Advertising
Programs Programs Programs
Source: Next Century Media. (Jan. 2009). 2008 Social Marketing ROI Report and Benchmark Guide. Powered.com
[Online] Available: http://poweredcorp.dc.powered.com/download/p/courseId/24
43/White_Paper_2008_Soc.htm?courseSessionId=2201 [Nov. 4, 2009].
www.gems-solutions.com

11. Inbound Marketing Components
Keywords Web Design & Post Content Participate & Measure &
Structure • Keyword-based Build Track
• Bridge the Internet • Keyword content. • Where is your • Benchmarking,
to your website optimization. • Start target market statistics and
through search • Easily add/edit conversations, congregating? analysis.
engine content. educate, be an • Join or create • Continual
optimization and expert . social media evaluation to keep
• Web 2.0 and social
online advertising. media integration. • Blogs, videos, communities, parti up with an ever
white papers, e- cipate regularly. changing
• Well organized
books, RSS, free • Build links to environment.
design.
tools/trials. website.
www.gems-solutions.com

12. Web 2.0 Technologies
“e-Commerce”
“Flash”
“Blogging”
“Social Networking”
“RSS”
“Wiki”
www.gems-solutions.com

13. Women in Leadership: www.wilmm.org
Web 1.0 Web 2.0
Login, Social Network, Live Chat, Discussion
Board, Online Registration, Membership Sign-Up
www.gems-solutions.com

14. Vantage Plastics: www.vantageplastics.com
Web 1.0 Web 2.0
Calendar, eNews System, Online Forms, Online
Documents, Photo Gallery, Event Calendar
www.gems-solutions.com

15. GEMS Solutions: www.gems-solutions.com
Registration, Social Bookmarking, Twitter
Integration, Facebook Integration, Blogging,
YouTube, Testimonial System
www.gems-solutions.com

16. Web 2.0 Components
• RSS Feed • Forms System (+1 form)
• Social Bookmarking • Live Chat
• Google Map Integration • E-News System (simple)
• Comment System • E-News System (complex)
• Weather • Quiz / Survey System
• Event Calendar • Online Donations
• Photo Gallery (+1 gallery) • Flash
• Blog • Product Catalogue
• Document Manager • E-Commerce Shopping System
• Blog with commenting • Employment System
• Facebook Integration • Event Registration
• Twitter Integration • Social Networking
• YouTube Integration • Business Directory
• Message Board • Learning Management System
• Banner Advertising
• Video
www.gems-solutions.com

17. Web Content Management System
Update your Update and
own content change menus
Module based
Database
– flexibile to
structure
grow with you
CMS
www.gems-solutions.com

18. Key Features
• Keywords and search • Automated site map
engine optimization • Contact form or
• Easy administration directory
• Consistent design • Text editor
and structure • Email and print
• Menu structure friendly
• Automated in-site
search
www.gems-solutions.com

19. Thank You!
GEMS Solutions, LLC
• Website Design
• Website Marketing Connect with Us!
• Website Training
• Website Seminars www.twitter.com/gemssolutions
www.facebook.com/gemssolutions
www.gems-solutions.com