Inbound Marketing
Donnie R. Shelton
Overview
1. Inbound Marketing
2. Converting Prospects
3. Getting Found By Prospects
4. Making Better Decisions
5. Moving f...
Inbound Marketing
Part 1:
What exactly is Inbound Marketing?
Inbound Marketing
Inbound Marketing
What do you see as the main points
of the video?
Inbound Marketing
What do you see as the main points
of the video?
1. Customers now have options
2. Customers are *very* o...
Inbound Marketing
David vs. Goliath
Who knows the story and can give a 2 min
version of it?
Inbound Marketing
David vs. Goliath
●
●
●
●

There is more to the story
David was a slinger, Goliath was a ground fighter
...
Inbound Marketing
David vs. Goliath
● You cannot compete with national
brands (on their turf)
○ Radio / TV
○ Sponsorships
...
Inbound Marketing
Need proof?
● I am not a political junkie
● In the primaries he was not known and
did not have the capit...
Inbound Marketing
Mass marketing has its limitations
●
●
●
●
●

The Hopper
iTunes and the iPod, Podcasts
DVRs, Tivo
Spam f...
Inbound Marketing
Who moved my customers?
● Customers are still there
● Are very good at blocking mass
marketing
● Convers...
Inbound Marketing

What exactly is Inbound
Marketing?
Inbound Marketing
What is Inbound Marketing?

Def:
Inbound Marketing is the process of attracting
customers to your brand…...
Prospect Conversion
What is wrong with this picture?
Prospect Conversion
What is the problem here?
Prospect Conversion
Over optimization can hurt you
1. Google is in the business of search
2. New algorithm Hummingbird act...
Prospect Conversion
What is the problem here?
Prospect Conversion
No thought of the customer
1. Your Mom is impressed but what about the
customer?
2. It is time to chec...
Prospect Conversion
How to create a high-conversion site
Prospect Conversion
Step 1:
Identify a target customer and learn everything
that you possibly can about him or her
● Pick ...
Prospect Conversion
Step 1: (Cont)
● Design your site to speak directly to him or
her
● Don’t try to sell to everyone, it ...
Prospect Conversion
Step 1: (Cont)
● Design your site to speak directly to him or
her
● Don’t try to sell to everyone, it ...
Prospect Conversion
Step 2:
Identify why that customer would want to come
to your site and what he or she wants to do
once...
Prospect Conversion
Prospect Conversion
Prospect Conversion
Step 3:
Create sales funnels that drive your customers
to the desired action you want them to
accompli...
Prospect Conversion
Prospect Conversion
Step 4:
Account for how your prospects will view your
company (website, facebook, etc…)
● Avg person c...
Prospect Conversion
Step 4:
Account for how your prospects will view your
company (website, facebook, etc…)
● Avg person c...
Prospect Conversion
Step 4: (Cont)
● Develop a responsive site (that adjusts
based on device size)
● Easy to use navigatio...
Prospect Conversion
Prospect Conversion
Step 5:
Look at behavior, rinse and repeat
● Marketing is about learning
● The more you learn the more...
Getting Found
Part 2: Getting found by prospects
Getting Found

How much does it cost you
to be on the 2nd page of
Google?
Getting Found
How much does it cost you to be on the 2nd
page of Google?
Slingshot Traffic Study:
●
●
●
●
●

#1 position -...
Getting Found
How much does it cost you to be on the 2nd
page of Google?
Example:
● 4000 potential customers
● Avg rev per...
Getting Found
How much does it cost you to be on the 2nd
page of Google?
That means of the 4000 customers:
● 728 will clic...
Getting Found
What does that mean in dollars?
Companies in the top 3 listings:
● Earn $490,000 MORE than their
competitors...
Getting Found
How do you get found by customers?
Getting Found
How do you create a site that is a
marketing machine?
Getting Found
What is this (no matter how pretty it is)?
Getting Found
Step 1:
Create a REASON for customers to what to
find you in the first place
● Stand out in your marketplace...
Getting Found
Create a REASON for customers to what to
find you in the first place
How did we do this at Triangle Pest?
● ...
Getting Found
Do you think it is important to know how
something works before trying it?
Getting Found
Step 2:
Understand how the basic Google algorithm
really works
● Google is in the search business
● Rank is ...
Getting Found
Step 2: (Cont)
● You may not use this information directly
● Very helpful to know when evaluating SEO
strate...
Getting Found
Getting Found
Step 3:
Understand how paid vs. organic results work
● Paid search is Google’s #1 revenue
generator
● Paid s...
Getting Found
Who can finish this business axiom
In business, ________ is king!!
Getting Found
Who can finish this inbound axiom
In inbound marketing, ________ is
king!!
Getting Found
Step 4:
Get serious about content (Google is)
● Your goal is to be viewed as the local expert
● Content shou...
Getting Found
Step 4: (Cont)
Start a blog and start attracting links
● This is very simple to do
● You can repurpose your ...
Getting Found
Which company would you buy from?
Getting Found
Step 5:
Build a system that boosts your local search
performance
● Reviews & Mobile play a huge role in your...
Getting Found
Step 5: (Cont)
Build a system that boosts your local search
performance
● Get addresses in your local market...
Getting Found
Step 6:
SEO your current website (this is the easy part)
Code your website properly
●
●
●
●

Robots crawl yo...
Getting Found
Step 7:
Make Social Media a priority
● Social media is a dog
● It does not generate many calls
● Google now ...
Getting Found
Step 8:
Place 75% of your focus OFF of your website
● Your goal is to create a network of sites that
point b...
Marketing Decisions
Imagine driving down a dark country road at night
Now imagine, turning off the lights
How would you fe...
Getting Found
Make use of tracking tools to
measure your success
What gets measured gets done…
Getting Found
Google Analytics

● The price is right (it’s free)
● You can get just about any stat you can think
of from t...
Getting Found
Hubspot’s Marketing Grader

● Grades your site based on a number of
factors (social, inbound links, etc…)
● ...
How RGA Can Help
One of my favorite quotes:
“Opportunity is missed by
most people because it is
dressed in overalls and
lo...
How RGA can help
How do you measure how efficient and
effective your marketing is?
How RGA can help
How do you measure how efficient and
effective your marketing is?
● Lead Volume - How many leads?
● Cost ...
How RGA can help
Inbound Marketing Works
How RGA can help
Inbound Marketing Works
How RGA can help
Inbound Marketing Works
How RGA can help
Inbound Marketing Works
How RGA can help
Real Green Analytics
● We focus exclusively on Lawn Care and
Pest Control
● Founders have successfully op...
How RGA can help
LeadBuilder™ Program
●
●
●
●
●
●

Inbound Marketing Program
Local Marketing
Social Media
Blogging / Conte...
How RGA can help
How you can get a FREE website analysis
● Leave your business card with us
● Place the letter “A” on the ...
Donnie Shelton
Email : donnie.shelton@rganalytics.com
Phone: (919) 481-2895
Website: www.rganalytics.com
Blog: http://www....
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Real Green Analytics - Inbound Marketing 2013

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If you are considering an inbound marketing program and you are in the pest control or lawn care industries then this presentation walks you through how to set up an effective high performance website that generates inbound leads for your business.

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Real Green Analytics - Inbound Marketing 2013

  1. 1. Inbound Marketing Donnie R. Shelton
  2. 2. Overview 1. Inbound Marketing 2. Converting Prospects 3. Getting Found By Prospects 4. Making Better Decisions 5. Moving forward
  3. 3. Inbound Marketing Part 1: What exactly is Inbound Marketing?
  4. 4. Inbound Marketing
  5. 5. Inbound Marketing What do you see as the main points of the video?
  6. 6. Inbound Marketing What do you see as the main points of the video? 1. Customers now have options 2. Customers are *very* opinionated 3. Customers want more than the one-hit, they expect a relationship 4. The conversation…. never stops… it happens online
  7. 7. Inbound Marketing David vs. Goliath Who knows the story and can give a 2 min version of it?
  8. 8. Inbound Marketing David vs. Goliath ● ● ● ● There is more to the story David was a slinger, Goliath was a ground fighter David would have surely lost had he fought Goliath David beat Goliath in a completely different way What does this have to do with marketing?
  9. 9. Inbound Marketing David vs. Goliath ● You cannot compete with national brands (on their turf) ○ Radio / TV ○ Sponsorships ● You have a tool that is just as deadly as David’s slinger at your disposal - The internet
  10. 10. Inbound Marketing Need proof? ● I am not a political junkie ● In the primaries he was not known and did not have the capital to compete with Hillary ● What did his team do? ○ Inbound - They resorted to a slinger
  11. 11. Inbound Marketing Mass marketing has its limitations ● ● ● ● ● The Hopper iTunes and the iPod, Podcasts DVRs, Tivo Spam filters One-way communication is quickly becoming obsolete
  12. 12. Inbound Marketing Who moved my customers? ● Customers are still there ● Are very good at blocking mass marketing ● Conversation has moved from the mailbox to the review sites
  13. 13. Inbound Marketing What exactly is Inbound Marketing?
  14. 14. Inbound Marketing What is Inbound Marketing? Def: Inbound Marketing is the process of attracting customers to your brand….. not beating them over the head to purchase your service
  15. 15. Prospect Conversion What is wrong with this picture?
  16. 16. Prospect Conversion What is the problem here?
  17. 17. Prospect Conversion Over optimization can hurt you 1. Google is in the business of search 2. New algorithm Hummingbird actually docks you for over-optimization 3. The days of keyword stuffing and linking are over (those guys are smarter than that)
  18. 18. Prospect Conversion What is the problem here?
  19. 19. Prospect Conversion No thought of the customer 1. Your Mom is impressed but what about the customer? 2. It is time to check your ego at the door (we all know that you are the best) 3. Your customer’s attention can be measured in milliseconds, not minutes
  20. 20. Prospect Conversion How to create a high-conversion site
  21. 21. Prospect Conversion Step 1: Identify a target customer and learn everything that you possibly can about him or her ● Pick a market and go with it ● Know more about them then that know about themselves ● Industry research is a boon for this step in the process
  22. 22. Prospect Conversion Step 1: (Cont) ● Design your site to speak directly to him or her ● Don’t try to sell to everyone, it will not work and will result in an unfocused site ● Use pictures that are like that customer (like/like associations)
  23. 23. Prospect Conversion Step 1: (Cont) ● Design your site to speak directly to him or her ● Don’t try to sell to everyone, it will not work and will result in an unfocused site ● Use pictures that are like that customer (like/like associations)
  24. 24. Prospect Conversion Step 2: Identify why that customer would want to come to your site and what he or she wants to do once there ● They don’t want to hear how good you are ● The best place to start is an user-intent document ● Defines exactly what someone wants
  25. 25. Prospect Conversion
  26. 26. Prospect Conversion
  27. 27. Prospect Conversion Step 3: Create sales funnels that drive your customers to the desired action you want them to accomplish ● Think through what specific action you want the customer to take ● Make it natural to follow that path
  28. 28. Prospect Conversion
  29. 29. Prospect Conversion Step 4: Account for how your prospects will view your company (website, facebook, etc…) ● Avg person checks mobile device 150 times PER DAY ● Mobile have finally overtaken computers in search
  30. 30. Prospect Conversion Step 4: Account for how your prospects will view your company (website, facebook, etc…) ● Avg person checks mobile device 150 times PER DAY ● Mobile have finally overtaken computers in search
  31. 31. Prospect Conversion Step 4: (Cont) ● Develop a responsive site (that adjusts based on device size) ● Easy to use navigation ● Quick to call / contact you
  32. 32. Prospect Conversion
  33. 33. Prospect Conversion Step 5: Look at behavior, rinse and repeat ● Marketing is about learning ● The more you learn the more you will be able to dial your strategy in ● You can setup goals for each step of your marketing funnels (and improve them)
  34. 34. Getting Found Part 2: Getting found by prospects
  35. 35. Getting Found How much does it cost you to be on the 2nd page of Google?
  36. 36. Getting Found How much does it cost you to be on the 2nd page of Google? Slingshot Traffic Study: ● ● ● ● ● #1 position - 18.2% of clicks #2 position - 10.1% of clicks #3 position - 7.2% of clicks All other < 2% 53.32% never leave the 1st page
  37. 37. Getting Found How much does it cost you to be on the 2nd page of Google? Example: ● 4000 potential customers ● Avg rev per customer is $500 ● If you get the click, you close the sale
  38. 38. Getting Found How much does it cost you to be on the 2nd page of Google? That means of the 4000 customers: ● 728 will click the #1 position ● 404 will click the #2 position ● 288 will click the #3 position **Of the 4000, 980 will go to the top 3 slots
  39. 39. Getting Found What does that mean in dollars? Companies in the top 3 listings: ● Earn $490,000 MORE than their competitors Companies that appear on the 1st page: ● Earn $1,046,400 MORE than their competitors
  40. 40. Getting Found How do you get found by customers?
  41. 41. Getting Found How do you create a site that is a marketing machine?
  42. 42. Getting Found What is this (no matter how pretty it is)?
  43. 43. Getting Found Step 1: Create a REASON for customers to what to find you in the first place ● Stand out in your marketplace as the leader ● Bring something unique and very niche ● Focus is paramount as part of this process
  44. 44. Getting Found Create a REASON for customers to what to find you in the first place How did we do this at Triangle Pest? ● Same day service ● Money back guarantee ● No cancellations fees
  45. 45. Getting Found Do you think it is important to know how something works before trying it?
  46. 46. Getting Found Step 2: Understand how the basic Google algorithm really works ● Google is in the search business ● Rank is determined by 2 factors ○ Relevance ○ Authority
  47. 47. Getting Found Step 2: (Cont) ● You may not use this information directly ● Very helpful to know when evaluating SEO strategies and content
  48. 48. Getting Found
  49. 49. Getting Found Step 3: Understand how paid vs. organic results work ● Paid search is Google’s #1 revenue generator ● Paid search is good for only one click ● Organic results pay you dividends over a lifetime (and they are free!!)
  50. 50. Getting Found Who can finish this business axiom In business, ________ is king!!
  51. 51. Getting Found Who can finish this inbound axiom In inbound marketing, ________ is king!!
  52. 52. Getting Found Step 4: Get serious about content (Google is) ● Your goal is to be viewed as the local expert ● Content should be rolling out of your company at least weekly ● Don’t hire someone outside of the industry that does not understand your business ● DO NOT COPY CONTENT…. EVER!!
  53. 53. Getting Found Step 4: (Cont) Start a blog and start attracting links ● This is very simple to do ● You can repurpose your content to attract more links ● Don’t worry about giving away information. You want the link to be on the page. Most people will call you (once they believe you)
  54. 54. Getting Found Which company would you buy from?
  55. 55. Getting Found Step 5: Build a system that boosts your local search performance ● Reviews & Mobile play a huge role in your rankings ● NAP information must be consistent across multiple mediums ● Do not use call tracking numbers on local
  56. 56. Getting Found Step 5: (Cont) Build a system that boosts your local search performance ● Get addresses in your local markets ● GPS personalizes results ● The 340k Raleigh Branch decision
  57. 57. Getting Found Step 6: SEO your current website (this is the easy part) Code your website properly ● ● ● ● Robots crawl your site (not a human) Proper title tags Proper use of H1 and H2 tags Proper annotations and snippets
  58. 58. Getting Found Step 7: Make Social Media a priority ● Social media is a dog ● It does not generate many calls ● Google now uses social media as a ranking factor
  59. 59. Getting Found Step 8: Place 75% of your focus OFF of your website ● Your goal is to create a network of sites that point back to yours ● Remember “Authority”
  60. 60. Marketing Decisions Imagine driving down a dark country road at night Now imagine, turning off the lights How would you feel? Would you be comfortable?
  61. 61. Getting Found Make use of tracking tools to measure your success What gets measured gets done…
  62. 62. Getting Found Google Analytics ● The price is right (it’s free) ● You can get just about any stat you can think of from the tool ● You can setup goals to measure how well you are doing
  63. 63. Getting Found Hubspot’s Marketing Grader ● Grades your site based on a number of factors (social, inbound links, etc…) ● Shows you how you are doing as compared to your competition
  64. 64. How RGA Can Help One of my favorite quotes: “Opportunity is missed by most people because it is dressed in overalls and looks like work.” --Thomas Edison
  65. 65. How RGA can help How do you measure how efficient and effective your marketing is?
  66. 66. How RGA can help How do you measure how efficient and effective your marketing is? ● Lead Volume - How many leads? ● Cost Per Lead - How much did it cost? ● Cost Per Sale - Can I convert them?
  67. 67. How RGA can help Inbound Marketing Works
  68. 68. How RGA can help Inbound Marketing Works
  69. 69. How RGA can help Inbound Marketing Works
  70. 70. How RGA can help Inbound Marketing Works
  71. 71. How RGA can help Real Green Analytics ● We focus exclusively on Lawn Care and Pest Control ● Founders have successfully operated in the marketing space ● We know the trenches for the industry (what works and what does not)
  72. 72. How RGA can help LeadBuilder™ Program ● ● ● ● ● ● Inbound Marketing Program Local Marketing Social Media Blogging / Content Marketing Customer Focus Websites Multiple levels based on your needs
  73. 73. How RGA can help How you can get a FREE website analysis ● Leave your business card with us ● Place the letter “A” on the back ● A member of our staff will contact you to review the results of our analysis ● No strings attached
  74. 74. Donnie Shelton Email : donnie.shelton@rganalytics.com Phone: (919) 481-2895 Website: www.rganalytics.com Blog: http://www.rganalytics.com/blog LinkedIn: http://lnkd.in/UNePrS Twitter: @donnieray3 Facebook: https://www.facebook.com/donnie.r.shelton
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