How to win the internet with inbound marketing


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Inbound marketing can be used to win new customers and build relationships with existing ones by combining search engine optimisation (SEO), social media and content marketing to earn people's attention.

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How to win the internet with inbound marketing

  1. 1.
  2. 2. Why inbound marketing matters • Overlap between disciplines – SEO – Social media – Content • Develop strong relationships • Create great work • Instead of interrupting, earn people’s attention
  3. 3. 1. Using SEO to enhance natural search • Natural search accounts for 80% of clicks in SERPs • Natural search is evolving • Tough competition, especially from major banks • 27% of site traffic is driven through search engines… • …yet companies can attract more than 50% with the right approach
  4. 4. Key actions• Conduct an SEO strategy audit – Review current capabilities and activities – Create a long-term plan of action• Focus on link-building – Obtain good quality links – Internal and external linking• Develop a content marketing strategy – News – Blogging – Social media
  5. 5. Goals• Conduct an SEO strategy audit – Identify top key phrases, including generic and long-tail – Establish specific goals and actions for SEO development• Focus on link-building – Improve page authority for target key phrases – Increase targeted traffic to the corporate website• Develop a content marketing strategy – Produce high-quality, unique content – Attract valuable links and visitors
  6. 6. SEO strategy audit • Identify current strengths, weaknesses and opportunities • Define target key phrases • Establish a roadmap for future actions • Look at six key areas:
  7. 7. Use analytics to evaluate performance • Use a Gap analysis to: – Potential vs. actual performance – Identify underperforming keywords – Set goals and actions • Use web analyticsto identify: – Top search queries – Main entry pages – Traffic to key product pages
  8. 8. On-page SEO considerations • Structure website and texts based on selected keywords • Titles – ‘Sing’ for keywords • Meta descriptions – unique calls-to-action • Header tags – Use h1, h2, h3 structure accordingly
  9. 9. Focus on link-building • Link-building is a primary factor in natural search development • Good links = ‘vote of confidence’ • Need a proactive approach to link-building Source: SEOMoz, 2011
  10. 10. Halifax vs. Nationwide: ‘mortgages uk’
  11. 11. Analyse inbound links• Evaluate inbound links to website using a back-link analysis• Compare/ benchmark against competitors Source: Majestic SEO, 2012
  12. 12. Link-building actions • Back-link analysis – where are competitors getting links? – The volume of links with the appropriate, descriptive anchor text – The quality of the websites the links come from • Techniques: – Create amazing content (aka ‘linkbait’) – PR and marketing campaign integration – Video marketing – Social media • Benefit from editorial links • Ensure all links have descriptive anchor text
  13. 13. Internal link-building • Link to target pages within your site using relevant anchor text • Control two key factors: 1. Tailored anchor text 2. Deep page links (not just homepage) • Main SEO benefits: – Control the flow of link equity – Good anchor text – Relevant alt text on images – Control links
  14. 14. Develop a content marketing strategy Source: Altimeter Group, 2012 • Don’t just focus on channels – focus on content • Develop strategy and processes around great content • Move towards a ‘Culture of Content’
  15. 15. Identify top content sources • Content options include: – News – Blogging – Forums – Infographics – Social media channels • Key benefits: – Raise the brand’s profile in key communities – Attract quality links and visitors – Boost social signals – Build trust and familiarity
  16. 16. A strategic approach to content Source: Smart Insights, 2012
  17. 17. Overall benefits of using SEO Establish Increase clear visibility across goals, action all search s and engines strategy for SEO Improve Rank higher Increase click-through for target leads and rate and key phrases conversion sales
  18. 18. 2. Develop social media presenceThe dynamic customer decision journey • Consumers are making decisions in different ways • Social media is influencing the decision-making • Consumers rely on their friends, family and peers Source: Brian Solis
  19. 19. Develop a corporate social website Evolution of the social corporate website
  20. 20. Actions• Create a social hub – Establish a social platform within the corporate website – Social channels become extension of the site• Integrate social media into the website – A two-pronged approach – Keep valuable traffic onsite• Create tailored social media experiences – Facebook, Twitter, YouTube and Google+ – Develop a compelling mobile experience
  21. 21. Goals• Create a social hub – Build a social experience within the corporate website – Raise profile of brand’s social media outposts• Integrate social media into the website – Bring trusted conversations into the website – Increase conversions on key product pages• Create tailored social media experiences – Build a loyal following on key social channels – Create experiences where customers ‘hang out’
  22. 22. Create a social hub"Social networks are a hub between the company and its customers"- Brian Solis
  23. 23. Case study: Dell’s Social hub • Where can you be found on social channels? – Facebook – Twitter – Blog – Flickr • Create a ‘social culture’ • Clear guidelines for social media use
  24. 24. Integrate social media into the website A two-pronged approach to social networks Source: Jeremiah Owyang/ Altimeter Group • Customers trust what their peers say • Don’t send customers away from the point of conversion
  25. 25. Social publishing and aggregation • Include ‘Like’ button on product pages • Aggregate trusted conversations • Reach customers at different touch points • Social sign-on for curated content
  26. 26. The Viral Loop • Create a ‘virtuous cycle’ • Community brings in visitors • Use social media and main website together • Don’t put all investment into social channels
  27. 27. Create tailored social media experiences: Facebook • Create content that matters • Consider EdgeRank: – Affinity – Edge weight – Time • Encourage sharing • Apps = richer experience • Drive traffic to corporate website
  28. 28. Create tailored social media experiences: YouTube • World’s no. 2 search engine • Helpful video content • Shareable • Encourage customers to subscribe • Keep the brand ‘front- of-mind’
  29. 29. Create tailored social media experiences: Twitter • Build interest through short updates • Generate interest in 140 characters • Engage with others in conversation (i.e. dont just broadcast!)
  30. 30. Create tailored social media experiences: Google+ • Google+ = SEO + social media • Take advantage of photos and imagery • Segment audience with Circles • ‘Hangout’ with customers and colleagues
  31. 31. Create tailored social media experiences: Pinterest • Build interest around images • Create original content and curate other people’s ideas • Use boards to build themes around product/ service areas
  32. 32. Create a compelling mobile experience• Social media is becoming increasingly mobile• Develop a mobile app• Integrate social media
  33. 33. Link social media with offline marketing • Social media release • QR codes • Push PR and ad spend to work harder QR codes should drive users to a mobile environment/ experience
  34. 34. Overall benefits of a corporate social website A more Develop compelling relationships social media with new and presence existing on-site customers Drive quality Raise awareness links and of the brand social signals across the social (improved and traditional SEO) web
  35. 35. Summary • Use SEO to increase visibility in natural search • Link building is an essential SEO tactic • Use content to tell the brand’s story • Establish a social corporate website • Integrate social media into the main website • Develop compelling social experiences in outposts • Use mobile to enhance awareness • Link social media with offline marketing
  36. 36. A unified strategy for search + social dominance Source: Rand Fishkin/ SEOMoz
  37. 37. Thank you for reading! Discover more about inbound marketing: • Blog – • Twitter – • G+ – • LI – • Flickr –