Upload
others
View
7
Download
0
Embed Size (px)
Citation preview
Brodie’sInbound Marketing Memo
A publication of
Review in preparation to your scheduled Live Strategy Call.
Hi, I’m Brodie Tyle
r!
Congratulations on the wise decision to invest in an
Inbound Marketing Game Plan for your company!
This is what I call the Inbound Marketing Memo. I know
your time is valuable which is why I created this memo in
the first place!
Read This...Review it and learn it because this memo will save you
time and help you to be prepared for your Live Strategy
Call with us. It will also help you to learn how to:
1. Consistently and predictably get more new customers, clients, or patients from the internet.
2. Build a virtual fence around your audience so they don’t get poached by your competitors.
3. Protect your valuable personal and company reputations online.
The Live Strategy Call you get as part of your Game Plan
will be a short, 30-minute meeting over the phone and
internet where we’ll review the Game
Plan document with you and be able to
answer any questions you have.
We’ll also be able to give you a customized proposal in
case you’d like us to help you get more business from
inbound marketing.
Why should you listen to me?I believe I’m worth listening to! Here are 3 reasons why:
1. I’ve been generating new sales that originate from the internet, whether for my own companies or those of my clients, since the year 2000.
2. I have helped clients grow their businesses all across North America and even in Australia.
3. Ultimately I get results for my clients like this:
• One client told us that he started seeing results within 2 weeks and in the first 4 months he more than doubled his volume over the previous year!
• Dave Dee, a prominent marketing guru said,
“Brodie Tyler’s the man to work with. No question about it. Call him today, he will get you more traffic to your website and more business, period.”
• Dr. Donna Galante, a consultant to other doctors, said, “Your team is doing an amazing job. I love what they are writing... better than I could have done myself!”
• Another client we worked with was able to increase the business they were getting from inbound marketing by 65 times.
In the end, you invested in an Inbound Marketing Game
Plan for a reason... you want results, and you’re already
on your way there.
Thanks in advance for reading this entire memo! You’ll
be glad you did.
Regards,
Brodie Tyler
The Live Strategy Call
You might be wondering what we’re going to cover on
your Live Strategy Call.
Well, we’ll be reviewing your Inbound Marketing Game
Plan which covers what I call the Inbound Marketing Pie:
SOCIAL MEDIA
WEBSITE
OPT-IN EMAIL
REVIEWS & REPUTATION
CITATIONS & LINKS
Basically, there are 5 critical areas to focus on to grow
your business with inbound marketing.
1. Website
2. Opt-In Email
3. Reviews & Reputation
4. Social Media
5. Citations & Links
In each of these areas we’ll be analyzing what you’re
doing right, what you’re doing wrong, and how you can
improve.
Finally, we’ll discuss the ways that Dox Marketing can
assist you with implementing your Game Plan so that
your business grows and you achieve the goals you want
to accomplish.
#1: Your Website
Your website is the hub of your online identity. There are
5 main things we look at here.
CMSThe first thing we look at is whether or not your website
has a Content Management System, or CMS for short.
A CMS allows you to login online to your website and
easily make changes whenever you want. No longer do
you need to pay a webmaster every time you want to
make the smallest update.
Not just any CMS will do, either. It needs to be a fully
flexible and customizable CMS so that you can make it
more user friendly and appealing to Google.
The CMS I suggest is
Wordpress. It’s the most
popular content management system in the world for a
reason. It’s easy to use and not proprietary to any one
company.
In A NutshellYour website should have a content management
system, preferably Wordpress.
Responsive DesignThe second thing we’ll look at is if your website is mobile
friendly and whether or not it is responsive.
Did you know that 60% of cell
phone users access the internet
on their phone and 35% of
people own tablets? It’s very
important!
A responsive website is user
friendly and adapts to how it’s
displayed based on the device
being used (i.e. phone, tablet
or computer). So, with a
responsive website, the need to scroll from left to right or
pinch your screen to zoom in and out is eliminated.
And when I say mobile friendly, I’m not talking about
a separate mobile site. I’m talking about a responsive,
mobile design.
Here are 3 quick reasons why responsive sites are better:
1. One website, many devices. With all the sizes of phone, tablet and computer screens available these days, it’s impossible to predict which one your visitors will be using.
2. Google says so. In fact, on their website Google states that a responsive designed website is their “recommended configuration.”
3. Easier to maintain. With one website to manage and update, you’ll spend less time making sure your mobile site is user friendly.
In A NutshellMake sure you have a responsive designed website.
TrackingIt’s important to be aware of
the amount and type of traffic
your website is receiving
so that you can grow and maintain it. Traffic is a key
performance indicator that should not be overlooked.
I suggest using Google Analytics to track your website
traffic. All it takes is setting up a free Analytics account
with Google and pasting a small bit of code into your
website. Google keeps track of the traffic from there so
it’s available for you to monitor.
In A NutshellHave Google Analytics installed on your site
and monitor the traffic monthly.
On-Site OptimizationFirst, you should optimize your website
for your visitors, not Google. It is
my experience that if you approach
optimization this way, Google will like
what you’re doing and reward you for it
anyway!
Frankly, you should not concern yourself with the minutia
of optimizing your website. Leave this to a professional
that you can truly trust to have your best interests in
mind. Do what you do best, and only track whether or
not the optimization has been done correctly.
One thing in particular you’ll want to make sure you
have is Schema markup code embedded on your
website. This is a structured vocabulary that can help
your business to be understood by the major search
engines like Google, Bing and Yahoo.
In A NutshellHire a trusted expert to fully optimize your site,
including with Schema markup.
BlogA blog is an online journal or news
feed from your company. It’s a great
way to constantly add fresh, new
content and articles on your website.
Google and your website visitors will
appreciate it.
Why blog? Studies show that companies who blog
generate 78% more leads per month from their websites
than those who do not blog.
Basically, every time you publish a new blog post, you
add a new page to your website. And the more pages
your site has, the more likely it will be found on search
engines like Google.
By the way, Wordpress has the best blogging platform
out there.
In A NutshellAs a company, blog and blog often.
#2: Opt-In Email
According to a study conducted by ExactTarget (a
salesforce.com company), 77% of consumers prefer to
receive permission-based marketing communications
through email.
This means that you have obtained permission by your
prospect before you email them because they “opted-in”
or requested to be emailed.
Here are two ways to profit from opt-in email:
Lead Capture Form with AutorespondersTrue, when your website visitors are ready to buy from
you, they can call or fill out your contact form.
However, not everyone who visits your site is ready to
buy. This is why you should try to convert them from an
unknown visitor to a lead who you can follow up with.
A lead capture form with a series
of auto-responding emails can
manage this conversion process
for you as long as you give your
visitor something of value in
exchange for their information.
Then, you can follow up with
them via email and other
methods until they buy from you.
In A NutshellInstall a lead capture form on your site
along with auto-responder emails.
eNewslettersA well done, monthly eNewsletter should also be an
integral part of your inbound marketing strategies.
It can help your company to maintain top-of-mind
awareness with your target market and
drive traffic back to your website.
An ideal way of doing so is by
creating a summary of the previous
month’s blog posts. The keyword
here is “summary” because you’ll want your eNewsletter
to be brief and to the point. So, be sure it is short but
developed enough to entice your audience to click to
read more.
One word of caution… It is typically not a good idea to
use your eNewsletters to sell or promote. Instead, they
should be used to entertain and inform. Do well at this
and the sales will follow!
In A NutshellRegularly send out an eNewsletter
to your target market.
#3: Reviews & Reputation
Can you believe that 72% of people trust online reviews
as much as personal recommendations? This makes
it so important to maintain and protect your positive
reputation.
The best way you can do this
is by asking your customers,
clients or patients to review
your business online. When
you do, just be sure it is done
within the guidelines of the
specific website. Otherwise
you may be penalized.
For example, Google forbids offering an incentive in
exchange for a review. Yelp doesn’t even like it when its
users ask for reviews. They prefer something like “Check
us out on Yelp” as opposed to “Review us on Yelp.”
What To DoHere are the first 3 things you should do when managing
your online reviews:
1. Obtain a minimum of 5 reviews on Google.
2. Make it a goal to get the most Google reviews in your industry.
3. Try to get as many non-Google reviews as you have on Google.
Simply put, the more online reviews your company
has, the more business you will get from your positive
reputation.
In A NutshellMaintain a positive reputation by constantly and
proactively getting good online reviews.
#4: Social Media
With your inbound marketing game plan
we’ll analyze your presence and activity
on a variety of social media sites like
Facebook, Twitter, LinkedIn, and even
Google+.
In case you’re not familiar with the
last one on that list, Google+ is a social
media platform that integrates with many
of Google’s other services, including its
search results.
Basically, being active on Google+ can help
improve your visibility on the world’s top
search engine.
Which social media sites should you have
a presence on? It really depends on
the sites your target audience is using.
Barring experience in this area, the best
way to know this is by simply surveying them.
When you post to your social media profiles, you should
strike a balance between being personal and business.
Remember, it’s called “social” media for a reason!
The primary goal with it shouldn’t be to sell your
products or services. Instead, it should be to build trust
with your audience and every once in a while drive
traffic back to your website.
In A NutshellBe active on the social media platforms
used by your target audience.
#5: Citations & Links
Domain AuthorityWhen another website links to yours, Google sees this as
a “vote” for your website. Just as votes help a candidate
to win an election, the more links you can get pointing to
your website, the more likely you will perform better in
the search results.
Domain Authority is an indicator that measures your
website’s importance on a scale of 1-100.
In your Game Plan we’ll tell you what your Domain
Authority number is.
Just realize that you don’t need to score a 100 to
outperform your competitors. You only need to have a
higher Domain Authority than them, and you can do this
by getting other quality websites to link to yours.
In A NutshellCreate content for other quality websites
and ask them to link to your site.
CitationsIf you’re a local business, this is very important!
When other websites and local directories cite your
location’s contact information, Google also sees these as
“votes” for your location.
The more citations you can obtain, the more likely you
will perform better in the local map search results.
The process of building these citations can be grueling.
You need to make sure that you’re not only listed on
these websites, but that your listing has been manually
claimed and optimized. Optimization involves your
company description, categories, contact information,
photos, hours of operation and other important details.
In your Game Plan we’ll report on how many citations
you have. In most cases we suggest getting more than
200 citations if possible, with 150 being the minimum.
In A NutshellAdd, claim, optimize, and maintain your
listings on 100s of local directories.
To Wrap It Up
To show you how Dox Marketing is different, here are a
few reasons why we are worth doing business with:
1. Exclusivity: We offer campaigns with exclusive territories for niche businesses so that direct competitors won’t have the same marketing.
2. Personalization: Instead of canned, seen-it-before content that’s the same as your direct competitors, at Dox Marketing we’ll personalize it for you.
3. No Shortcuts: Others may be willing to risk your online reputation by breaking Google’s rules. Not us. We’ll do it right and still get results!
4. Made In America: Your campaign will be implemented by an English speaking employee working from our office here in Eagle, Idaho.
5. No Long Term Contracts: We even offer campaigns with month-to-month agreements! This shows our confidence in providing immediate and on-going value for you.