These slides were part of our inbound marketing Training Webinar on January 19, 2012. The statistics in the slides were taken from: http://www.socialnomics.net/2012/01/04/39-social-media-statistics-to-start-2012/.

1. Making Sense of the Online World:
The State of Marketing in 2012
Inbound Marketing Training Webinar
January 19, 2012

2. Thanks for attending. The webinar will begin shortly.
1) Every company is a publisher
Marketing
Like it or not, you are now required to
create downloadable PDFs, white papers,
case studies, blog posts, social media
updates, etc.
Today Your future (and existing) donors, clients,
and customers are more likely to find you
5 Realities You Can’t Ignore than you are them. You can’t become a
thought leader and not publish. And a
by Ben Stroup strategy of spreading your message one
(benstroup.com) person at a time won’t keep pace with the
ever-changing digital landscape.
You simply can’t scale outside of digital
publishing efforts.

3. Thanks for attending. The webinar will begin shortly.
2) Every key person should have
a digital presence
Marketing Determine the individuals who are your
spokespeople. This isn’t limited to owners
Today
or senior executives. These are the people
who are most likely to interact with your
core target audience on a regular basis.
5 Realities You Can’t Ignore People will want to follow them on Twitter,
by Ben Stroup read their status updates on Facebook,
(benstroup.com) and connect with them on LinkedIn (and
maybe even Google Plus). This helps “the
rest of us” stay connected and gain trust
with those who live on the platform.
If you don’t have a digital presence, in a
sense, you don’t exist.

4. Thanks for attending. The webinar will begin shortly.
3) Every marketing campaign
Marketing should begin and end online
Print media still has a place. But digital
Today
real-estate is the most valuable property
your company will ever own. Your print
campaigns should be an extension of your
Web presence.
5 Realities You Can’t Ignore
by Ben Stroup Any call to action should include an
(benstroup.com) opportunity for people to respond online in
some fashion. No company wants to miss
out on the excitement of a new customer,
client, or donor sharing their decision with
their social sphere of influence. You can’t
buy that kind of advertising and promotion.

5. Thanks for attending. The webinar will begin shortly.
4) Every new staff member
must, at least, understand social
Marketing networking
Of course, there are positions that may not
Today
immediately connect with social media. But
what if I could communicate with my
mechanic via Twitter instead of the phone?
Or what if I could receive regular updates
5 Realities You Can’t Ignore from my running coach via short videos on
his or her YouTube channel that
by Ben Stroup demonstrated technique?
(benstroup.com)
It goes without saying that every marketing
new hire must understand social
networking. Things are moving too fast to
hire someone and then “teach them the
ropes.” But don’t limit social networking
to your marketing department only!

6. Thanks for attending. The webinar will begin shortly.
5) Every company must
consistently create great
Marketing content
Today
The world of inbound marketing demands
that companies “feed the beast.”
Consistency and frequency of content is
what search engines crave.
5 Realities You Can’t Ignore This is not a sprint; it’s a marathon. Your
by Ben Stroup
(benstroup.com) ability to execute an editorial calendar
consistently will not only boost your SEO, it
will also separate you from your
competition.
Few companies are doing this well right
now.

7. Making Sense of the Online World:
The State of Marketing in 2012
Inbound Marketing Training Webinar
January 19, 2012

8. Facts about the online world
Facebook tops Google for weekly traffic in the U.S.
The number of people on Facebook 2x the size of the U.S.
population
A new member joins LinkedIn every second
The #2 largest search engine in the world is YouTube
During our webinar this morning, over 300 hours of video will
be uploaded to YouTube

9. A shift from traditional marketing
Ford Explorer launch on Facebook was more effective than
Super Bowl Ad
Over 32 million have watched the Volkswagen Darth Vader
Kid advertisement ... on YouTube
eReaders have surpassed traditional book sales
Groupon will reach $1 billion in sales faster than any
company in history
There are over 75 million more people playing Farmville than
there are real Farmers

10. 2012: The Year of
Growing Social
Marketing Maturity

11. “Finding” and
“Getting Found”

12. Finding your “community”
Community = prospects, current
customers, competition

13. Finding your “community”
1) An integrated web presence
2) Community “persona”
3) Listening well

14. "Today, no company is too big to fail or
too small to succeed. Simply knowing
your customer is one thing. But,
understanding how they make decisions
and participating in that process
influences behavior while building
meaningful relationships."
~ Brian Solis

15. Getting Found Online
It remains true that more of your
prospective customers will find you
than you’ll find them. So, for
prospects and future business, it’s
got to be a priority that your website
and overall web presence is
optimized for search.

16. Thank you for joining us.
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