The 13 Biggest

Marketing

Mistakes That

Cost You

Revenue

Patty CiscoMBA, Principal

FOCUS

• Learn why data drives your inbound marketing

strategy

• Identify the pitfalls of haphazardly managing your

online brand

• Realize the power of content

Meet Mark & Joan

60%of the buyer’s

journey is complete

before sales gets the

chance to form a

relationship- Corporate Executive Board

89%of consumers do

an online search

before buying a

service.- Fleishman-Hillard

93%of buying cycles

start with online

search- Marketo

Will they

Find you?

FACTS

• 45% of seniors use Facebook (alfa.org/news)

• 41% of patients said social media would affect their choice of

a specific hospital, medical facility or doctor (2012 Google Compete Hospital Study)

• 59% of caregivers with internet access use online resources

to help them provide care and support for a family member (Pew Research 2013)

• 52% of caregivers said online resources have helped them

cope with the stress of being a caregiver (Pew Research 2013)

90% of surveyed respondents who recalled reading

online reviews claimed that positive online reviews

influenced buying decisions,

while 86% said buying decisions were influenced

by negative online reviews - Dimensional Research

INFLUENCE

Common Mistakes

OH NO…SONNY, WHAT

HAPPENED?!

Not Understanding Buyer’s Journey

89% of consumers do an online search before buying a product or service.

MISTAKE

1

INBOUND

MARKETINGvs.

OUTBOUND

MARKETING

WEB

BLOGMOBILE

SOCIAL

1MISTAKE

1 Not Understanding Buyer’s Journey

AWARENESS CONSIDERATION DECISION LOYALTY

EMAIL

DIRECT

PAID SEARCH

SOCIAL

REFERRAL

1 Not Understanding Buyer’s JourneyMISTAKE

Not Having A Strategy

MISTAKE

2

Delivering an Amazing UX

MISTAKE

3 Not Understanding Content

Visual Power Website Social Infographic Videos

65% of your audience is

VISUAL LEARNERS

93% of human

communication is

NONVERBAL

90% of all information

transmitted to our brains is visual

People remember

80% of what they SEE &

20% of what they READ

55% of customers

will come to your site

through your blog.

Businesses acquire new

leads and customers by

providing them with

quality content.

Companies that blog

gain 80% more

visits than those

who don’t.

MISTAKE

3 Not Understanding Content

Visual Power Website Social Infographic Videos

55% of website

visitors spend less

than 15 seconds

actively reading

content on a page.

MISTAKE

3 Not Understanding Content

Visual Power Website Social Infographic Videos

43% of social

media users

share pictures

MISTAKE

3 Not Understanding Content

Visual Power Website Social Infographic Videos

MISTAKE

3 Not Understanding Content

Visual Power Website Social Infographic Videos

Infographics are liked and shared more than other content3x

Videos increase the

likelihood of your visitors

purchasing your product

or service by 64%

Videos provide an increase

in your visitors understanding

of your product or service by

74%

Videos on landing pages

increase conversions

by 86%

MISTAKE

3 Not Understanding Content

Visual Power Website Social Infographic Videos

MISTAKE

4 Not Utilizing Social Media

MISTAKE

5 Posting Too Often or Too Little

MISTAKE

Inconsistent Branding6

For every

$1 spent on

email

marketing

the average

ROI is

$44.25(Exact Target).

MISTAKE

7 Not Using Email Marketing

MISTAKE

8 Not Incorporating SEOSearch Engine Optimization

WEBSITE

ANALASIS

CLIENT

REQUIREMENTS

KEYWORD

RESEARCH

WEBSITE

OPTIMIZATION

LINK

BUILDING

REPORTING

CONTENT

WRITING

SEO

SUBMISSION

SEO

PROCESS

MISTAKE

9 Not Integrating Campaigns

MISTAKE

10 Not Following The Trends

GET FOUND

CONVERT

ANALYZE

$

MISTAKE

Not Utilizing Analytics11

MISTAKE

12 Going It Alone

MISTAKE

12 Challenges of Going It Alone

Inbound

Outbound

What is the investment?

INBOUND

MARKETING $143

OUTBOUND

TRADITIONAL

MARKETING $373

MISTAKE

13 Not Having A Strategy

What will

your next

STEP be?

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