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How to win the internet with inbound marketing
 

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 ...

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 How to win the internet with inbound marketing Presentation Transcript

    • www.onetoomanymornings.co.uk
    • Why inbound marketing matters • Overlap between disciplines – SEO – Social media – Content • Develop strong relationships • Create great work • Instead of interrupting, earn people’s attention
    • 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
    • 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
    • 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
    • SEO strategy audit • Identify current strengths, weaknesses and opportunities • Define target key phrases • Establish a roadmap for future actions • Look at six key areas:
    • 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
    • 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
    • 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
    • Halifax vs. Nationwide: ‘mortgages uk’
    • Analyse inbound links• Evaluate inbound links to website using a back-link analysis• Compare/ benchmark against competitors Source: Majestic SEO, 2012
    • 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
    • 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
    • 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’
    • 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
    • A strategic approach to content Source: Smart Insights, 2012
    • 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
    • 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
    • Develop a corporate social website Evolution of the social corporate website
    • 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
    • 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’
    • Create a social hub"Social networks are a hub between the company and its customers"- Brian Solis
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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’
    • 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!)
    • 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
    • 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
    • Create a compelling mobile experience• Social media is becoming increasingly mobile• Develop a mobile app• Integrate social media
    • 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
    • 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
    • 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
    • A unified strategy for search + social dominance Source: Rand Fishkin/ SEOMoz
    • Thank you for reading! Discover more about inbound marketing: • Blog – www.onetoomanymornings.co.uk • Twitter –www.twitter.com/gavinllewellyn • G+ – www.gplus.to/gavinllewellyn • LI – www.linkedin.com/in/gavinllewellyn • Flickr – www.flickr.com/gavinjllewellyn