The Inbound Marketing Audit

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It's a checkup for your owned media inbound channels. Get a quick introduction to the Inbound Marketing Audit and how it helps your craft a holistic inbound strategy including SEO, social, local, mobile, and more.

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The Inbound Marketing Audit

  1. 1. hugeinc.com info@hugeinc.com 45 Main St. #220 Brooklyn, NY 11201 +1 718 625 4843 October 9, 2013 The Inbound Audit
  2. 2. Inbound Marketing?
  3. 3. “Earning our way in”
  4. 4. Instead of…
  5. 5. “Buying, begging, or bugging”
  6. 6. ?
  7. 7. It’s a check up.
  8. 8. For search and discovery channels.
  9. 9. Who’s it good for?
  10. 10. 12
  11. 11. 13
  12. 12. The Inbound Ring. Key concept:
  13. 13. The emerging ecosystem of 3rd party services that surround core brand assets:
  14. 14. The company
  15. 15. Core digital assets
  16. 16. The Inbound Marketing ring
  17. 17. Media and Advertising
  18. 18. User encounters brand content Inbound issues drive exit from customer journey The essential role of the inbound ring.
  19. 19. The InboundAudit.
  20. 20. Determine priority keywords, channels, and key assets. Concepts & keywords Relevant inbound channels Available assets: authors, content, infrastructure, budget
  21. 21. Determine target keywords and check organic keyword rankings.
  22. 22. Crawl the site and check URLs, metadata.
  23. 23. Check analytics and infrastructure.
  24. 24. Check inbound links, anchor text.
  25. 25. Check top content pieces, content metrics, and social sharing.
  26. 26. Check G+ profile authority and engagement.
  27. 27. Check business listing databases.
  28. 28. Check GPS device visibility.
  29. 29. Check G+ Local for local business.
  30. 30. Check for Social Media optimization / Social Graph. Search for ‘Insurance Agent’ uses Social Graph
  31. 31. Facebook Social and Local Search. Requires a physical check-in to establish location
  32. 32. Put it all together..
  33. 33. BP SHELL CHEVRON CONOCOPHILLIPS PAID MEDIA 1 1 1 3 CORE SEO 2 2 2 3 BLOG 3 3 - - VIDEO 2 2 1 3 IMAGES 3 3 3 3 Inbound benchmarking: Heat map. Good Average Lagging
  34. 34. Inbound Audit workbook.
  35. 35. Inbound project overview.  Industry topics research  Voice of the consumer  Keyword universe  Query cleanup  Query categorization  Query prioritization  Query channel mapping  Key competitor inbound audit  Blog content  Video & YouTube channels  Core web search / SEO  Social Channels • Social Profiles  Benchmarking  Summary of findings  Blog search-informed editorial planning  Writing for search engines  Blog content optimization techniques  Social authority  Video search-informed editorial planning  Videos & YouTube optimization techniques
  36. 36. Audits inform strategy.
  37. 37. Apersonal example.
  38. 38. Running a homeschool collective (radschool.org) is hard...
  39. 39. Like any business we needed to ‘acquire customers’.
  40. 40. We audited our presence and developed an Inbound Strategy: • Changed target to ‘alternative schoolers’ from homeschoolers. • We mapped our keywords to digital content. • We optimized on-page content for each keyword using a search-friendly CMS platform like WordPress. • We had each parent link to the home page using the keyword ‘alternative school’ or a variant. We covered out inbound bases.
  41. 41. Search is long in the tooth.
  42. 42. But 2001 - era tactics still work.
  43. 43. I am continually amazed at how many brands small or large that have not even gone this far.
  44. 44. hugeinc.com info@hugeinc.com 45 Main St. #220 Brooklyn, NY 11201 +1 718 625 4843

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