Introduction to Inbound Marketing

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The Cline Group has partnered with the Inbound Marketing University to create training materials introducing clients and partners to Inbound Marketing - Social Media, SEO, and Content to Promote Your …

The Cline Group has partnered with the Inbound Marketing University to create training materials introducing clients and partners to Inbound Marketing - Social Media, SEO, and Content to Promote Your Brand Online

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  • 07/04/10 Fill in your name, title, company and Twitter handle (and/or other useful information) Insert your photo
  • 07/04/10 In this presentation, attendees will learn the basics of inbound marketing and how it can be used to build a business. Describe your marketing background. Through Inbound Marketing University (IMU), you have become an Inbound Marketing Certified Professional, which acknowledges your proficiency in blogging, social media, search engine optimization (SEO), lead conversion, lead nurturing and closed-loop analysis. This content is part of the Inbound Marketing University.
  • 07/04/10 Outbound Marketing (or traditional marketing) is the strategy of pushing your message onto your audience using techniques like telemarketing (cold calling), trade shows, direct mail, email blasts, print ads and TV/radio ads.
  • 07/04/10 Outbound marketing strategies are becoming less effective in today’s world. We now have devices (e.g. spam blockers, TiVo/DVRs, caller ID, etc.) that allow us to block out the messages being pushed onto us People are doing their own research to figure out which products and services they want to buy
  • 07/04/10 Inbound Marketing (or modern marketing) is marketing using techniques focused on getting found by prospects; inbound marketing is a more efficient and cost-effective way to do marketing. Pull in customers to your business by creating content, optimizing that content for search engines and promoting and sharing that content in social media A helpful overview of inbound marketing can be found at http://blog.hubspot.com/blog/tabid/6307/bid/4416/Inbound-Marketing-the-Next-Phase-of-Marketing-on-the-Web.aspx
  • 07/04/10 Inbound marketing-focused companies have a 60% lower cost-per-lead than outbound marketing-focused companies.
  • 07/04/10 Image: 92% of businesses who are lowering their 2010 budget say the cause is the economy. 58% of businesses who are increasing their 2010 budget say the cause is their success and business growth from inbound marketing. Companies who are using inbound marketing are producing results that earn increased budgets (in a difficult economy!)
  • 07/04/10 When getting started in inbound marketing, make sure you ask your team these questions.
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  • 07/04/10 Develop a content mindset and culture at your company. Instead of thinking you need to put information in your audience’s lap, create interesting information that draws your audience in!
  • 07/04/10 Publish ALL of your content. This can be in the form of a blog, podcast, videos, photos, presentations, eBooks or news releases.
  • 07/04/10 Research shows that companies that blog attract 55% more web site visitors than companies that don’t blog.
  • 07/04/10 Publish content that has the greatest chance of being shared by others. Types of content that rarely gets shared: Product info Software documentation Content that is all about you Types of content that frequently gets shared: New market data (market/industry research/reports/studies) Educational content; Top-notch blog articles Content about your industry
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  • 07/04/10 Google decides whether your content will rank well in search engines. Remarkable, search engine optimized content gives your content its best chance of ranking well in Google.
  • 07/04/10 The two key elements in determining whether your content will rank well in Google are context and authority . Context = on-page SEO Authority = off-page SEO
  • 07/04/10 Image: There are four main components of on-page SEO, or optimizing the content of your web page for search engines. Make sure to use your best keywords within those four locations. However, Google bases only 25% of your content’s ranking on on-page SEO
  • 07/04/10 Google bases 75% of your content’s ranking on off-page SEO Your content’s authority is determined by the quality and quantity of the inbound links pointing to your content. Inbound links = links to your content from another website Recommendations from Friends: “ I know Jane Doe.” (Good) “ Jane Dow is a marketing expert.” (Better) You trust the person saying this. (Best) Links Are Online Recommendations A link: www.inboundmarketing.com (Good) Anchor Text: Inbound Marketing University (Better) Link is from a trusted website (Best)
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  • 07/04/10 There is a fine line between self-adulation (the promotion of accomplishments) and self-promotion (the promotion of ideas). – Nathan Hangen of Copyblogger Focus on the latter, not the former People want to consume helpful content, not information about you.
  • 07/04/10 Think about your target audience(s) for your products/services. Create and define personas for each (there may be more than one). Always think of your personas when creating content. Ask yourself: Would this piece of content appeal/be helpful to one or all of my personas?
  • 07/04/10 Image: A few examples of places to engage in social media are the comments section of a blog post, a Facebook Fan Page or a Twitter account. Social media involvement is a two-way street Create an engaging presence by encouraging discussions and sharing engaging and thought-provoking content (e.g. online events, videos, Facebook discussions blog articles, etc.)
  • 07/04/10 Share links to your content on social media sites and throughout appropriate online social networks. Sharing content regularly will also help build your network on those channels.
  • 07/04/10 Image: Include “share buttons” on your blog posts and other content. Promoting content yourself is important, but help others spread and share your content by making it easy for them to do so Include share buttons on all of your content Provoke brand evangelism
  • 07/04/10 Image: Companies that actively use a social media channel are acquiring customers from that channel. For example: 46% of companies who actively publish a company blog have acquired a customer from that blog. Social media engagements = ROI Companies are acquiring customers as a result of their involvement in social media channels.
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  • 07/04/10 Image: Include a call to action on the bottom of your blog posts. Calls to action are offers that prompt people to fill out a form on a landing page, which converts a visitor into a lead. Calls to action are critical to lead generation.
  • 07/04/10 Image: When someone clicks on a call to action, it should bring them to a landing page with a form. Landing pages with forms covert website visitors into leads that a sales team can follow up with.
  • 07/04/10 Image: Be sure to measure your different landing pages and their rates of conversion. Conversion is the percentage of visitors who converted into leads. Keep track of your conversion rates & analytics to determine which calls to action are working.
  • 07/04/10 Marketing analytics are an important part of your inbound marketing programs. Track the sources of your traffic to understand which channels send the best traffic and leads. Monitor these analytics daily and evaluate which techniques are working and which aren’t. Use this data to modify your inbound marketing campaigns to do more of what works and less of what doesn’t.
  • 07/04/10 The Inbound Marketing Methodology: As you complete the first three steps, make sure to continue to analyze how your traffic converts.
  • 07/04/10 Contact The Cline Group info@theclinegroup.net www.theclinegroup.net

Transcript

  • 1. Introduction to Inbound Marketing Avi Hein Director of Digital Media The Cline Group Twitter: @theclinegroup
  • 2. Value of Inbound Marketing Inbound marketing pulls buyers into your business
  • 3. What is Outbound Marketing? Outbound Marketing (or traditional marketing) is the strategy of pushing your message onto your audience using techniques like telemarketing (cold calling), trade shows, direct mail, email blasts, print ads and TV/radio ads.
  • 4. Problem: Outbound Marketing Isn’t Working Outbound marketing strategies are becoming less effective in today’s world. We now have devices to block out the messages being pushed onto us. 800-555- 1234 Annoying Salesperson
  • 5. Solution: Inbound Marketing Inbound Marketing (or modern marketing) is marketing using techniques focused on getting found by prospects Content + SEO + Social Media
  • 6. More Good News: Lower Cost Per Lead Inbound marketing-focused companies have a 60% lower cost-per-lead than outbound marketing-focused companies. Source: survey of hundreds of businesses: HubSpot.com/ROI
  • 7. Success Drives Investment in Inbound Why Businesses Are Changing Marketing Budgets Source: Survey of hundreds of businesses from HubSpot.com/ROI
  • 8. Key Questions to Get Started 1. Am I regularly creating new, share-worthy content? 2. Am I optimizing my content for search and social media? 3. Am I promoting my content in social media conversations? 4. Am I converting as many visitors into leads and sales as I can?
  • 9. 4 Steps to Successful Inbound Marketing 1. Create 2. Optimize 3. Promote 4. Convert & Analyze
  • 10. Step 1: Create Content 1. Create 2. Optimize 3. Promote 4. Convert & Analyze
  • 11. Inbound Marketers are Publishers Stop thinking like a marketer or advertiser. Start thinking like a publisher and socializer.
  • 12. Publish Everything, Everywhere
  • 13. Blogging: A Great Way to Get Started Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  • 14. What Gets Shared? Rarely Frequently Shared Shared • Product info • New market data • Software documentation • Educational content • Content about YOU • Content about your industry
  • 15. Step 2: Optimize 1. Create 2. Optimize 3. Promote 4. Convert & Analyze
  • 16. Google is Judge, Jury & Executioner HubSpot.com/cartoons
  • 17. SEO = Context + Authority The two key elements in determining whether your content will rank well in Google are context and authority. Context= on page; Authority = off page Ranking Algorithm: f(n): Context + Authority
  • 18. 25% On-Page SEO (Context) 1. Page Title 2. Clean URL 3. Headers & Content 4. Description
  • 19. 75% Off-Page SEO (Authority) Authority is Determined by Inbound Links (Links to Your Content from Another Website)
  • 20. Step 3: Promote 1. Create 2. Optimize 3. Promote 4. Convert & Analyze
  • 21. Remember: It’s Not About You, EVER! HubSpot.com/cartoons
  • 22. Target Your Content Target content to your marketing personas.
  • 23. Create an Engaging Presence
  • 24. Promote Content via Social Media Remarkable Content
  • 25. Make Sharing Easy Include “share buttons” on your blog posts and other content.
  • 26. Social Media Promotion Generates Leads & Sales Companies that actively use a social media channel are acquiring customers from that channel. Source: survey of hundreds of businesses: HubSpot.com/ROI
  • 27. Step 4: Convert 1. Create 2. Optimize 3. Promote 4. Convert & Analyze
  • 28. Put Calls to Action on All Your Content Include a call to action on the bottom of your blog posts.
  • 29. Use Landing Pages with Simple Forms When someone clicks on a call to action, it should bring them to a clear landing page with a simple form.
  • 30. Track Your Conversion Rate & Analytics Be sure to measure your different landing pages and their rates of conversion.
  • 31. Analyze Your Marketing Marketing analytics are an important part of your inbound marketing programs.
  • 32. Inbound Marketing Summary Convert & Analyze
  • 33. Learn More with The Cline Group Digital Marketing Educational and Training Center: http://www.theclinegroup.net/training http://www.theclinegroup.net info@theclinegroup.net