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The Inbound Marketing Audit
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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, …

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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  • I hope #Inboundmarketing is more than what you describes, it's not just SEO, Blog, Content or any other techniques. Check out our Digital our view on Digital Marketing or Inbound marketing audit @digitant
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  • 1. hugeinc.com info@hugeinc.com 45 Main St. #220 Brooklyn, NY 11201 +1 718 625 4843 October 9, 2013 The Inbound Audit
  • 2. Inbound Marketing?
  • 3. “Earning our way in”
  • 4. Instead of…
  • 5. “Buying, begging, or bugging”
  • 6. ?
  • 7. It’s a check up.
  • 8. For search and discovery channels.
  • 9. Who’s it good for?
  • 10. 12
  • 11. 13
  • 12. The Inbound Ring. Key concept:
  • 13. The emerging ecosystem of 3rd party services that surround core brand assets:
  • 14. The company
  • 15. Core digital assets
  • 16. The Inbound Marketing ring
  • 17. Media and Advertising
  • 18. User encounters brand content Inbound issues drive exit from customer journey The essential role of the inbound ring.
  • 19. The InboundAudit.
  • 20. Determine priority keywords, channels, and key assets. Concepts & keywords Relevant inbound channels Available assets: authors, content, infrastructure, budget
  • 21. Determine target keywords and check organic keyword rankings.
  • 22. Crawl the site and check URLs, metadata.
  • 23. Check analytics and infrastructure.
  • 24. Check inbound links, anchor text.
  • 25. Check top content pieces, content metrics, and social sharing.
  • 26. Check G+ profile authority and engagement.
  • 27. Check business listing databases.
  • 28. Check GPS device visibility.
  • 29. Check G+ Local for local business.
  • 30. Check for Social Media optimization / Social Graph. Search for ‘Insurance Agent’ uses Social Graph
  • 31. Facebook Social and Local Search. Requires a physical check-in to establish location
  • 32. Put it all together..
  • 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. Inbound Audit workbook.
  • 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. Audits inform strategy.
  • 37. Apersonal example.
  • 38. Running a homeschool collective (radschool.org) is hard...
  • 39. Like any business we needed to ‘acquire customers’.
  • 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. Search is long in the tooth.
  • 42. But 2001 - era tactics still work.
  • 43. I am continually amazed at how many brands small or large that have not even gone this far.
  • 44. hugeinc.com info@hugeinc.com 45 Main St. #220 Brooklyn, NY 11201 +1 718 625 4843

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