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INBOUND MARKETING ! "#$p-b%-"#$p &'()$
What You’re About To Learn
➡ What is inbound marketing? How do companies use it?
➡ The basics of SEO and how it increases your online visibility
➡ How do you convert your expertise into content?
➡ How you should be using social media to attract leads
➡ Measuring your marketing progress
➡ The logistics of implementing this marketing strategy
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INBOUND MARKETING ! "#$p-b%-"#$p &'()$
What Is Inbound Marketing?
‣ Inbound marketing is a business-building strategy that aligns your business with the way people today make purchasing decisions: Online
‣ An inbound marketing strategy relies on two things:
➡ your ability to follow specific processes such as ongoing content creation and social media engagement
➡ your willingness to utilize marketing tools
‣ These processes and tools utilize an underlying web software that helps you create, publish and analyze valuable content that appeals to your target audience and is attractive to search engines
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INBOUND MARKETING ! "#$p-b%-"#$p &'()$
What Is Inbound Marketing?
THE TOOLS THE PROCESSES
To get found online...
• Content management• Blogging• Social media• SEO• Web analytics
• Publish• Promote• Optimize
And to convert visitors into leads...
• Offers and CTAs• Landing pages• Email campaigns• Lead intelligence• Lead management• Web analytics
• Test• Target• Nurture
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INBOUND MARKETING ! "#$p-b%-"#$p &'()$
The Internet Has Changed Business
‣ The internet has profoundly changed the way business is done. 10 years ago, businesses reached consumers through trade shows, print advertising and other traditional marketing methods
‣ Today, people start their purchase decision by searching the internet, using sites like Google. To be competitive, your website needs to be found by search engines
‣ Once customers find your business, your website must address their target needs and encourage them to convert as a lead
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Today, a company has to:
➡ Attract more high-quality traffic to its site
➡ Convert site visitors into leads
➡ Nurture those leads into trusted relationships
➡ Use relationships to create customers
➡ Analyze online activity to optimize their sales funnel
The Internet Has Changed Business
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INBOUND MARKETING ! "#$p-b%-"#$p &'()$
Strategy Comparison:
Traditional Marketing
Traditional marketing is like a hammer:
‣ Old marketing pushed messages to a wide audience knowing that only a small percentage of whom was ready to respond and act
‣ The focus was to grow brand awareness instead of cultivating sales relationships
‣ Traditional marketing methods included:
➡ Tradeshows
➡ Print advertising
➡ Direct mail
➡ Telemarketing
➡ Inside sales
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INBOUND MARKETING ! "#$p-b%-"#$p &'()$
Inbound marketing is like a magnet:
‣ Since internet visitors are now in full control of how they get information, inbound marketing attracts prospects by guiding how they use information
‣ Inbound marketing methods include:
➡ Blogging
➡ Search engine optimization (SEO)
➡ Advanced content creation
➡ Targeted landing pages
➡ Lead nurturing email sequences
➡ Sophisticated analytics
Strategy Comparison:
Inbound Marketing
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INBOUND MARKETING ! "#$p-b%-"#$p &'()$
Prospects Find Information Online
When people look for information on “lenticular printing” or any other topic they go online.
Search, social, and visual...You should be in the results.
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INBOUND MARKETING ! "#$p-b%-"#$p &'()$
It All Starts With Search
HOW B2B BUYERS RESEARCHED PURCHASES IN 2012 (Buyersphere 2012)
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Two-thirds of B2B buyers use Google to start their searches.
‣ You need to have an effective presence to get found first by search crawlers, and consequently by the people who want to know about your product or service
INBOUND MARKETING ! "#$p-b%-"#$p &'()$
It All Starts With Search
‣ And it’s not just about being found; it’s about being found first
‣ Eye-tracking heat map analysis shows a phenomenon called the Google Search Golden Triangle; people focus on the top organic results at the top left corner of the screen
‣ Top organic (not paid) results translate into more web traffic
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INBOUND MARKETING ! "#$p-b%-"#$p &'()$
How Do You Get To The Top?
Paid vs. Organic Results
‣ Paid results are listings that require a fee for the search engine to list your link for particular keywords. The most widely used is pay-per-click, where you pay each time someone clicks on the link in your ad
‣ Organic results are gathered by search engines’ web crawlers and ranked according to relevance to the search term. 88% of clicks are on organic results
unpaid, organic results (88% of clicks)
paid results (12% of clicks)
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INBOUND MARKETING ! "#$p-b%-"#$p &'()$
Search Results: Paid v. Organic
Organic results have far more benefits:
‣ No cost
‣ More traffic (far more people click on organic search compared to paid)
‣ Greater credibility than results you pay for
‣ Longer-lasting rank and traffic because search engines record your ranking history, helping you rank higher in the future
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INBOUND MARKETING ! "#$p-b%-"#$p &'()$
SEO: Takes You To The Top Organically
Search engines need the right “clues” in order to understand what your website is about and what types of searchers should find it.
SEO, or search engine optimization, is the process of making your site optimally visible to search crawlers...and, by extension, your target audience.
There are two categories of SEO:
➡ On-page SEO
➡ Off-page SEO
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INBOUND MARKETING ! "#$p-b%-"#$p &'()$
Using a short page title with the right keywords
Place the right keywords in your content page text
Using the same keywords in the H1, H2 and H3 tags on the page (headings)
On-page SEO is optimizing your site. Here are some of the visible changes that take place.
On-Page SEO: Visible Techniques
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INBOUND MARKETING ! "#$p-b%-"#$p &'()$
Description of your site and business
Alt text on images
Utilizing keywords that position your site well
On-Page SEO: Invisible Techniques
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INBOUND MARKETING ! "#$p-b%-"#$p &'()$
‣ One of the most effective ways to get more targeted traffic from search engines is to get more links directed to your site
‣ Each link to your site is like a “vote” that tells search engines that your site is important and credible. It’s like a recommendation from a friend; links are online recommendations
‣ It’s critical, though, that the links are legitimate and from trustworthy sites
Off-Page SEO: Obtaining Links
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INBOUND MARKETING ! "#$p-b%-"#$p &'()$
‣ You must then promote that “something” via Twitter, LinkedIn, Facebook, a press release, blog
‣ You get links by having something worth linking to: an article, a blog post, data, a review
Off-Page SEO: Encouraging Link-building
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INBOUND MARKETING ! "#$p-b%-"#$p &'()$
0
25
50
75
10018,000
16,000
14,000
12,000
10,000
8,000
6,000
4,000
2,000
Blog Don’t Blog
INBOUND LINKS
Blogging is one great way to get inbound links
‣ Companies that blog have 97% more links to their sites
Off-Page SEO: Blogging For Links
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INBOUND MARKETING ! "#$p-b%-"#$p &'()$
25%
75%
Off-Page On-Page
Off-page optimization is critical
‣ Google weights off-page elements 3 times greater than on-page elements
Off-Page SEO: Why It’s Important
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INBOUND MARKETING ! "#$p-b%-"#$p &'()$
How To Create Top Content
‣ Information your visitors want and need to know in order to make a purchase decision
‣ The best content may NOT necessarily be what you want to tell them!
e.g. since 1986...family owned...our mission...started by two former teachers
‣ Your content must be useful, differentiating, valuable, interesting, convincing...
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INBOUND MARKETING ! "#$p-b%-"#$p &'()$
What Is Content?
‣ Go beyond descriptions of your product or service; be an expert presenting:
➡ Blogs
➡ Podcasts
➡ Videos
➡ Data sheets
➡ White papers
➡ Photos
➡ Presentations
➡ eBooks
➡ News releases
➡ Tip sheets
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INBOUND MARKETING ! "#$p-b%-"#$p &'()$
Where Do You Get Content?
‣ Be creative in exploring new ideas and re-purposing existing content in innovative ways
➡ Make emails into blog posts
➡ Turn forum posts into blog posts
➡ Shoot videos at events
➡ Shoot customer testimonials
➡ Repurpose company data for reports
➡ Share lessons you’ve learned
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INBOUND MARKETING ! "#$p-b%-"#$p &'()$
Two similar restaurants in same neighborhood
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More Blogs Means More Traffic
INBOUND MARKETING ! "#$p-b%-"#$p &'()$
➡ no blog
➡ 2,200 visitors/month
➡ 8 Google-indexed pages
➡ active blog
➡ 6,000 visitors/month
➡ 99 Google-indexed pages
More Blogs Means More Traffic
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INBOUND MARKETING ! "#$p-b%-"#$p &'()$
0
22.5
45.0
67.5
90.02,500
2,000
1,500
1,000
500
Blog Don’t Blog
WEB VISITORSBlogging Brings Visitors
‣ 55% more visitors for companies that blog
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INBOUND MARKETING ! "#$p-b%-"#$p &'()$
How Do You Promote Content?
‣ You distribute via the right social media
➡ Social media is highly measurable
➡ It’s a powerful, effective driver of leads and sales
➡ Participation has exploded and continues to grow
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INBOUND MARKETING ! "#$p-b%-"#$p &'()$
Post/share content to your network and it gets shared to their networks...
...and so on and so on...
How Do You Promote Content?
‣ Good content spreads
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INBOUND MARKETING ! "#$p-b%-"#$p &'()$
Getting Started In Social MediaListen...
Listen some more...
Start building relationships...
Share your content...
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INBOUND MARKETING ! "#$p-b%-"#$p &'()$
Getting Started In Social Media
Where to participate:
‣ Facebook discussions
‣ LinkedIn discussions
‣ Industry forums
Where to listen:
‣ Search.twitter.com
‣ Google.com/blogsearch
‣ Follow target companies in LinkedIn
‣ Existing blogs
‣ Industry Twitters
‣ Forums
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INBOUND MARKETING ! "#$p-b%-"#$p &'()$
Getting Started In Social Media
distribute content
Don’t just talk.
Don’t just distribute.
Talk and distribute!
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talk
INBOUND MARKETING ! "#$p-b%-"#$p &'()$
Assess SEO With Online Tools
Evaluate website’s effectiveness regularly and implement suggested changes
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INBOUND MARKETING ! "#$p-b%-"#$p &'()$
Track Your Blog
Track subscribers,
page views,
comments
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INBOUND MARKETING ! "#$p-b%-"#$p &'()$
Track Your Sales Funnel
Track visitors, leads, and customers
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INBOUND MARKETING ! "#$p-b%-"#$p &'()$
Measure Conversions
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INBOUND MARKETING ! "#$p-b%-"#$p &'()$
Measure Results
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INBOUND MARKETING ! "#$p-b%-"#$p &'()$
Who Gets What Content? When?
VISITORSget educational content:
Blog postsHTML emails
CUSTOMERS get trials,
actionablelanding page offers
responds noresponds yes
Your Sales Funnel
Nurturing campaignVISITOR offer
LEADSlearn to trust through demonstrated value
eBooksCase studies
responds noresponds yes
Nurturing campaignLEAD offer
responds noresponds yes
Nurturing campaignLEAD offer
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INBOUND MARKETING ! "#$p-b%-"#$p &'()$
What Should You Measure?
SEO Content Social Media
Measure number of visitors
Measure number of leads
Measure number of conversions
Measure conversions
Measure conversions
Measure conversions
VISITORS
SALES
Your Sales Funnel
LEADS
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INBOUND MARKETING ! "#$p-b%-"#$p &'()$
Inbound Marketing In Action
Blog
DownloadsVideo
Social Media
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Inbound Marketing In Action
BLOG
Call-to-Action/Downloads
Content Sharing
Social Media
INBOUND MARKETING ! "#$p-b%-"#$p &'()$
By taking advantage of Weidert Group’s expertise...
‣ Improved website design andstructure, optimized for leadconversions and SEO
‣ Inbound strategy
‣ Ongoing content development
‣ Social media strategy andongoing inboundmanagement
...and HubSpot’s support
‣ Sophisticated software
‣ Technology support
How Do You Implement Inbound?
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INBOUND MARKETING ! "#$p-b%-"#$p &'()$
Contact Our Team Today!
Weidert Group can help you leverage the power of inbound marketing –the kind of power that turns your sales funnel into an opportunity magnet,
with the best prospects powerless to resist.
Give us a call: 920.731.2771. For Greg Linnemanstons, our president, use extension 231
or email Greg at [email protected].
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© 2014 Weidert Group Inc. | weidert.com
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