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Stand-alone traditional marketing no longer makes business sense. Advertising campaigns are costly and consumers are paying less attention to traditional avenues like television commercials and newspaper ads. A strategic mix of online advertising with offline advertising built on a solid inbound marketing lead generation and analytics platform can be the silver bullet that builds your marketing plan into a highly effective toolset. Inbound marketing inherently focuses on creating powerful content that will lead potential customers to your brand, product or service line through online methods like searching, referrals, and links from other web entities such as blogs, video and social communities. Inbound marketing is a compliment set of marketing techniques focused on driving quality prospects to your business and its products. Inbound marketing has become widely accepted because it supports the way consumers make purchasing decisions - using the Internet to learn more about the products and services that best meet their needs. In our session, we will talk about these marketing and advertising channels, detailed strategies, and how to measure and adjust quickly based on success rates and high-value return on investment criteria. We will also talk about mixing creative advertising campaigns with the powerful inbound marketing analytical methods to help ensure the success of ad dollars spent. http://jasegroup.com
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A Look at B2B Inbound Marketingfrom 30,000 Feet
Keith Parnelljasegroup.com
@parnellk63 - @JASEgroup
Keith Parnell, CEO, JASE Group jasegroup.com @parnellk63
@JASEgroup
@JASEgroup
An innovative Inbound Marketing & Advertising Agency,uniquely focused on digital technologies, and
mobile, social, and progressivemedia platforms
Inbound marketing inherently focuses on creating powerful content that will lead potential customers to your brand, product or service line through online methods like searching, referrals, and links from other web entities such as blogs, video and social communities.*
* Source: jasedigitalmedia.com/inbound-marketing
What is Inbound Marketing?
@JASEgroup
B-O-R-I-N-G !!!
@JASEgroup
Inbound marketing is a compliment set of marketing techniques focused on driving quality prospects to your business and its products. Inbound marketing has become widely accepted because it supports the way consumers make purchasing decisions - using the Internet to learn more about the products and services that best meet their needs.*
* Source: jasedigitalmedia.com/inbound-marketing
What is Inbound Marketing?
@JASEgroup
Telemarketing TV commercials Radio commercials Email blasts Trade shows Print Ads Direct mail Outdoor Boards
Remember Outbound Marketing?
@JASEgroup
Inbound Marketing vs Outbound Marketing
diagrams courtesy hubspot
@JASEgroup
All Roads Lead To Me!
Website & Blog
Search Engine
Marketing
Social Media Marketing
Photo Sharing
Video Sharing
Social Bookmarkin
g Online Press Releases
Email Marketing
Outdoor Advertising
Direct Mail Advertising
@JASEgroup
The Prep Work
Inbound Links
Search Engine
Optimization
Quality Content
Smart Web Developmen
t
Strategic Landing Pages
Website & Blog
Search Engine
Marketing
Social Media Marketing
Photo Sharing
Video Sharing
Social Bookmarking
Online Press Releases
Email Marketing
Outdoor Advertising
Direct Mail Advertising
@JASEgroup
What Works? What Doesn’t?
Inbound Links
Search Engine
Optimization
Quality Content
Smart Web Developmen
t
Strategic Landing Pages
Website & Blog
Search Engine
Marketing
Social Media
Marketing
Photo Sharing
Video Sharing
Social Bookmarki
ng Online Press
Releases
Email Marketing
Outdoor Advertising
Direct Mail Advertising
Brand Monitoring
Analytics Research
ROI Calculations
Reengagement Planning
@JASEgroup
BUT WHY?
@JASEgroup
DemographicsoSex, Race, Age, Income, etc.
SocialgraphicsoUnderstand your customers’ social behaviors.oWhere are your customers online?oWho do your customers trust online?oWho trusts your customers online?oDon’t focus on the tools / technology.
Know Your Audience
@JASEgroup
Strategic content. Search engine marketing. Social media marketing. Photo sharing. Video marketing. Audio marketing. Social bookmarking. Email marketing. Smart web development. Online call-to-actions. Strategic landing pages. Brand monitoring. Analytics research.
Inbound Marketing Techniques
@JASEgroup
Website, blog, social communities, etc. Long Tail keyword research. Keyword-focused copy:oHeadlines.oBody content.o Internal linking.oExternal linking.
Optimized information architecture:oNavigational items.o Internal link structure determines content topics.oKeyword focused.
Strategic Content
@JASEgroup
Do your keyword research! Search engine optimize. Everything! Pay per click advertising. Strategic URL purchases. Google Webmaster Tools. Yahoo! Site Explorer. Bing Webmaster Center. Feedburner for RSS feeds. Twitterfeed. Keyword-rich topical landing pages. Monitoring & Analytics.
Search Engine Marketing
@JASEgroup
Will not generate immediate attention. Takes time to build trust and relationships. Define your marketing goals and allow
social media to fit into an overall strategy. Social media marketing is an important
piece of an inbound marketing campaign.
“Social media must be ‘a part’ of a well-formed, well-strategized marketing plan!”
Social Media is NOT theMarketing Silver Bullet
@JASEgroup
Note how far down the list? Twitter. Facebook Fan Page. LinkedIn. Foursquare. Google+. FriendFeed. MySpace? Be smart with keyword content. ALWAYS link back to your website!
Social Media Marketing
@JASEgroup
Your Blog! The Internet Archive. YouTube. Vimeo. Viddler. Blip.tv. Qik. Ustream.tv. Flickr. Facebook. Twitter: TweetPhoto, TwitPic. Don’t forget SEO (hint: your keywords!).
Audio / Video / Photo Marketing
@JASEgroup
Setup plugins on your blog:oShareThis.oTweetThis.oTweetMeme.oBackType Connect.oSociable.
Digg. Delicious. StumbleUpon. Don’t forget SEO (hint: your keywords!).
Social Bookmarking
@JASEgroup
Have a purpose.oNot necessarily sales.oBe a giver of information.
Have an attentive audience. Allow opt-outs. Utilize your landing pages. Drive traffic to your blog. Tools:oMailChimp.oConstant Contact.
Email Marketing
@JASEgroup
Unique pages title tags. Unique pages keywords tags. Unique pages description tags. XML sitemaps. HTML sitemap. Image alt tags. Hyperlink title tags. Permalinks. Symantec code.
Smart Web Development
@JASEgroup
Lead generation webforms. Downloadable eBooks. Webinars. Give-aways. Free trials. On every page. Make them BIG. Follow-up!
Online Call-To-Actions
@JASEgroup
Strategic Landing Pages
@JASEgroup
Google Alerts. Yahoo! Pipes. Technorati. Backtype. Twitter Search. Social Mention.
Brand Monitoring
@JASEgroup
Google Analytics. Check with your hosting provider on other
tools. Monitor:oOverall page hits.oReferral websites.oVisitor time on site.o Top landing pages.o Top exit pages.o Top keyword searches.oVisitor information.oMarketing & Sales conversion rates!!
Analytics Research
@JASEgroup
Strategic content. Search engine marketing. Social media marketing. Photo sharing. Video marketing. Audio marketing. Social bookmarking. Email marketing. Smart web development. Online call-to-actions. Strategic landing pages. Brand monitoring. Analytics research.
Inbound Marketing Techniques
Website & Blog
Search Engine Marketing
Social Media Marketing
Photo Sharing
Video Sharing
Social Bookmarking
Online Press Releases
Email Marketing
Outdoor Advertising
Direct Mail Advertising
@JASEgroup
Telemarketing TV commercials Radio commercials Email blasts Trade shows Print Ads Direct mail Outdoor Boards
Tying In Outbound Marketing
@JASEgroup
Telemarketing TV commercials Radio commercials Email blasts Trade shows Print ads Direct mail Outdoor boards
Tying In Outbound Marketing
@JASEgroup
Creative Director Art Director Copy Writer Web Developer Tech Engineers Marketing Team Sales Team Accounting Team
A Day in the Life of JASE
@JASEgroup
Keith Parnell, CEO, JASE Group jasegroup.com @parnellk63
@JASEgroup
Stand-alone traditional marketing no longer makes business sense. Advertising campaigns are costly and consumers are paying less attention to traditional avenues like television commercials and newspaper ads. A strategic mix of online advertising with offline advertising built on a solid inbound marketing lead generation and analytics platform can be the silver bullet that builds your marketing plan into a highly effective toolset.
Inbound marketing inherently focuses on creating powerful content that will lead potential customers to your brand, product or service line through online methods like searching, referrals, and links from other web entities such as blogs, video and social communities. Inbound marketing is a compliment set of marketing techniques focused on driving quality prospects to your business and its products. Inbound marketing has become widely accepted because it supports the way consumers make purchasing decisions - using the Internet to learn more about the products and services that best meet their needs.
In our session, we will talk about these marketing and advertising channels, detailed strategies, and how to measure and adjust quickly based on success rates and high-value return on investment criteria. We will also talk about mixing creative advertising campaigns with the powerful inbound marketing analytical methods to help ensure the success of ad dollars spent.
A Look at B2B Inbound Marketingfrom 30,000 Feet
@JASEgroup
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@parnellk63
