AgendaInbound Marketing Basics Group Exercise Inbound Strategy and Tactics
Marketing is changing has changed
The traditional marketing playbook Print TV Radio PR Events Direct Mail Analytics
86% skip TV ads 44% of direct mail is never opened 91% unsubscribe200mSay DO NOT CALL 8
The new marketing playbook SEO Social Media Blogging Email Marketing Lead Nurturing Social CRM Landing Pages Video Marketing Automation Marketing Analytics
1 Where do B2B buyers1 get theirinformation? 37% Catalogs 71% 35% Seminars Internet 39% 41% Trade Trade Shows Groups Source: Rewiring Your B2B Rulebook (Research from Google & Compete, conducted in October 2011)
Inbound favors brains over budget VS.
Inbound consistently yields lower cost leads
Trade shows ranked most expensive;blogs ranked least expensive
The worst thing we did in marketing last year was attend several trade shows and events with low yield and ROI.Marketing ProfessionalProfessional Services/Consulting26 to 50 Employees
This past year we spent a few hundred dollars on a door- hanger marketing piece and got no response—at all.Business OwnerProfessional Services/Consulting1 to 5 Employees
89% are maintaining or increasing theirinbound budgets
Increases Driven by Past Success;Decreases Driven by the Economy
Small businessvs.big business
Small Businesses Level the Playing Field
Inbound converts leads into customers
1 Get Found ( INBOUND ) MARKETING 2 Convert 3 Analyze
1 Get Found73%of B2B executives usesearch engines to findgoods & services fortheir business.
Why Blog?1 Build a marketing asset2 Fuel the inbound marketing machine3 Build thought leadership and trust
Think about your personasPhoto: Kadient with their personas, courtesy of David Meerman Scott
Get Into the Content Mindset • Make emails into blog posts • Turn forum posts into blog posts • Shoot videos at events • Interview customers for your blog • Repurpose company data for public reports • Share lessons you learnFlick Photo: Cindiann
Content fuels inbound marketing ContentSearch Engine Email Marketing &Optimization Lead Nurturing Social Media Landing Page Offers
#1 for “employee uniform cleaning”
#8 for “restaurant linen cleaning”
Biggest Blogging MistakeDon’t use a “free” URL from a blog service • Sitex-corp.blogspot.com NO • Sitex-corp.typepad.com • Sitex-corp.wordpress.com • Blog.Sitex-corp.com YES • Sitex-corp.com/Blog • UniformCleaningTips.com
70% of Businesses Blog At Least Weekly
Blog Frequency and Customer Acquisition
Company Blogs are Increasingly Valued
Paid vs. Organic Search Results
Paid vs. Organic Search Results Paid
Paid vs. Organic Search ResultsOrganic
A look at organic results Wikipedia HubSpot blog Free resources Free training
Organic Search is Better 1 Free 3 More educated 2 More traffic 4 Longer lasting (80% clicks)
Pick Your Keyword Battles 1. Search volume 2. Relevance to your business 3. Competition • “uniforms” • “medical uniform rentals” • “medical uniform rentals Jasper, IN”Flickr: saeba
How Does Google Decide? On-Page Off-Page 25% 75%
On-Page SEO Basics Page title URL Headings & text Meta description
Off-Page SEO Basics Sitex Sitex www.sitex- Medical Medical corp.com Apparel Apparel
How do you get more links? Have something worth linking to. 1700+ inbound links
What is Social Media For?
Social Media & Blogs Generate Real Customers
Facebook Is More Effective for B2C; LinkedIn Is for B2B
The best things we’ve done to drive leads and sales this past year is embrace social media, establish a blog, and convince ownership to accept inbound marketing strategy.Marketing ProfessionalManufacturing Industry201 to 500 Employees
Social Media How-To 1 Listen 2 Share 3 Be Human
1 Listen• What are people saying about… – You? – Your competitors? – Their problems?• Who’s talking? – Customers – Prospects – Competitors – Thought leaders
2 Share• Your content spread your reach• Questions start conversations• Other resources show thought leadership
3 Be Human
Who’s ready for their grade?
What am I supposed to do here?
What am I supposed to do here? 61
Great calls to action are… Obvious
Great calls to action are… Action- oriented
Great calls to action are… Simple & clear
Great calls to action are… Targeted
It should always be clear… What am I supposed to do here?
What is a Landing Page?
What is a Landing Page?
Great landing pages are… Clear & simple
Great landing pages are… Focused
Great landing pages… Show value
Can you answer… What’s in it for me?
If email was a country, its 1.4 billion users would make it the largest in the world.Source: Email Marketing Reports
5 Types of Email 1 Newsletter or Digest 2 Dedicated Email 3 Lead Nurturing 4 Sponsorship/Partner Emails 5 Transactional Emails
No matter the type of email… Know your goal.
Good email is timely.Source: HubSpot Science of Email Marketing
Good email is relevant. Segmented emails get clicks Source: MarketingSherpa
Good email is valuable.
Good emailis somethingsomeonewould wantto receive.
Good email has a call to action.
Good email leverages relationships. From a recognizable name and email address with real reply-to Add a Connect inpersonal multiple touch ways
Good email is readable. Don’t rely on images
Good email is readable. Optimize for mobileSource: HubSpot Science of Email Marketing
Good emailresults inthe desiredaction.
Best practices may not be best. Most popular days to send email.Source: HubSpot Science of Email Marketing
Best practices may not be best.Source: HubSpot Science of Email Marketing
Avoid paralysis by analysis.Focus on a fewsimple metrics.
Visits, Leads, and Customers
Results by Channel and Offer
Set targets andmeasure regularly
You have the tools. Buildyour inbound marketing machine.