Learn how to drive traffic to    your website and capture leads       using inbound marketing.                      Ted Pa...
What is OutboundMarketing?              •   Outbound marketing is the                  traditional form of marketing      ...
Outbound Marketing isHarder TodayOutbound Marketing isHarder Today                        800-555-1234                    ...
Inbound ConsistentlyYields Lower Cost LeadsWhat is InboundMarketing? •   Inbound marketing involves getting actively found...
Questions to AskYourself… Am I regularly creating new share-worthy content?Questions to AskYourself…  Am I promoting my co...
Questions to AskYourself… Am I converting     as many   visitors into leads and sales     as I can?       Stop acting like...
Create ContentHow to Get Started?How to Get Started?      Repurpose Content You Already Have!             Powerpoint > You...
Publish Everything!                       •   Blog                       •   Podcast                       •   Videos     ...
Company Blogs areIncreasingly ValuedIncrease Your Chanceof Being FoundAttract More Links                       9
Attract More VisitorsMake Sharing Easy           Be a resource                 -        Show your expertise               ...
Keyword StrategyTrack Everything!       What content drives the most traffic?       Where is the most traffic coming from?...
Smart Marketing isMeasurable MarketingSet Specific Goals!What are your social mediamarketing goals?Smart Marketing isMeasu...
Choose the right Social Network!Youve got the obvious options --LinkedIn, Facebook, Twitter -- along witha host of niche n...
Create a Content PlanThere are a wide range of offer types to consider adding toyour pipeline, from photos & videos, to in...
Capture LeadsJust because that visitor is not readyto buy now, does not mean that theyare not a valuable lead. If you area...
Set Aside Timein AdvanceMake sure you block off a bit of timein your calendar every day to monitorhow your fans and follow...
How to MeasureYour ResultsUse social media monitoring tools      -   Hootsuite      -   Social Mention      -   Google Ale...
Integration Basics-If you are advertising in print or radio be sure to haveinformation on your website that syncs with tha...
Landing Pages Direct all marketing campaign traffic to a campaign specific landing page!Other examples Tell them to check in...
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Inbound Marketing by Ted Parisot

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"Learn how to drive traffic to your website and capture leads using inbound marketing" Presented by Ted Parisot, President at Informe, Inc., at the Fall 2012 ICCHE/ICCET Combined Conference

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Inbound Marketing by Ted Parisot

  1. 1. Learn how to drive traffic to your website and capture leads using inbound marketing. Ted Parisot President at Informe, Inc. www.informeinc.com ted@informeinc.comMarketing is Changing 1950 - 2000 2000 - 2050Inbound vs.Outbound Marketing INBOUND: SEO Blogging Social Media OUTBOUND: Telemarketing Direct Mail Trade shows 1
  2. 2. What is OutboundMarketing? • Outbound marketing is the traditional form of marketing where a company initiates the conversation and sends its message out to an audience.Outbound MarketingExamples Tradeshows Direct Mail TV commercials Print advertisements Telemarketing Email blastsOutbound Marketing isHarder Today 2
  3. 3. Outbound Marketing isHarder TodayOutbound Marketing isHarder Today 800-555-1234 Annoying SalespersonThe Good News,Inbound Marketing! Get found using Google, Social Media and Blogging 3
  4. 4. Inbound ConsistentlyYields Lower Cost LeadsWhat is InboundMarketing? • Inbound marketing involves getting actively found by your potential customers through search and social media. • Create a useful, informative website with valuable content. Share that info in various social media channels and let visitors find and come to you. • Inbound marketing is more effective than traditional outbound marketing methods because you arent interrupting people to get their attention, they are actively seeking you out.Inbound MarketingExamples Blogs Search Social Media Webinars ebooks Forums/Groups Content Syndication 4
  5. 5. Questions to AskYourself… Am I regularly creating new share-worthy content?Questions to AskYourself… Am I promoting my content on social media channels?Questions to AskYourself… Am I optimizing my content for search and social media? 5
  6. 6. Questions to AskYourself… Am I converting as many visitors into leads and sales as I can? Stop acting like a marketer or advertiser Start acting like a Publisher, curator and socializer 6
  7. 7. Create ContentHow to Get Started?How to Get Started? Repurpose Content You Already Have! Powerpoint > Youtube Powerpoint > Slideshare Pictures > Flickr Pictures > Facebook Pictures > Pinterest Data > Infographic 7
  8. 8. Publish Everything! • Blog • Podcast • Videos • Photos • Presentations • eBooks • News ReleasesPublish Everywhere! Facebook Linkedin Twitter Youtube Pinterest RSS Feeds Google+ Slideshare Different Content is consumed at different stages of the sales funnel 8
  9. 9. Company Blogs areIncreasingly ValuedIncrease Your Chanceof Being FoundAttract More Links 9
  10. 10. Attract More VisitorsMake Sharing Easy Be a resource - Show your expertise 10
  11. 11. Keyword StrategyTrack Everything! What content drives the most traffic? Where is the most traffic coming from? Do visitors to your site take action?Recap - An online presence is required - Content is King - The right keywords are critical - Fresh content is important - Social signals impact search 11
  12. 12. Smart Marketing isMeasurable MarketingSet Specific Goals!What are your social mediamarketing goals?Smart Marketing isMeasurable MarketingAre you trying to drive a recordamount of traffic to yourwebsite?Smart Marketing isMeasurable MarketingOr maybe you need to generatea certain number of qualifiedleads by the end of the month. 12
  13. 13. Choose the right Social Network!Youve got the obvious options --LinkedIn, Facebook, Twitter -- along witha host of niche networks, from networkingsites for research scientists, to networksfor those who love knitting and crochet.I will cover Linkedin specifically in my next breakout session at 3:00 Create a Content PlanNow that you have goals setand a sense of which socialnetworks to leverage, you canbuild out a content plan.Because what else will you fuelyour social presence with? Create a Content PlanDefine the different categories ofcontent you’re going to produce foryour brand.We call these “content buckets”TyStyleMe Example 13
  14. 14. Create a Content PlanThere are a wide range of offer types to consider adding toyour pipeline, from photos & videos, to infographics orinformation rich ebooks.Some of these formats will be better at generating generaltraffic, while others will appeal to a more targeted audiencethat can convert into qualified leads.Create a Content PlanContent is what drives people to subscribe to blogs, search onYouTube and play on Facebook.Internet users are looking for information and content that: - Informs - Educates - Solves problems - EntertainsCapture Leads Understand that most of the visitors to your site are NOT ready to buy.They are seeking information. They do not want to talkto a sales rep until they have done their own research. 14
  15. 15. Capture LeadsJust because that visitor is not readyto buy now, does not mean that theyare not a valuable lead. If you areable to capture that lead, you can putthem into your Lead NurturingProgram so your company is top ofmind when they are making theirpurchase decision.Capture LeadsExample: Use content tocapture leads - Ebook - Webinar - VideoCapture LeadsLanding Page Examples 15
  16. 16. Set Aside Timein AdvanceMake sure you block off a bit of timein your calendar every day to monitorhow your fans and followers areengaging with your content, keep theconversation going, deal with anyproblems that arise, and assess whattype of content is resonating with yourcommunity.Study and MeasureStudy and measure when you get themost traction with your social mediastrategy. Push out messages duringthe best times and days and dontover-post.How to MeasureYour ResultsWeb analytics should be set upbefore you begin. - Google Analytics - Clicky - Facebook Insights - Email Marketing Analytics - etc 16
  17. 17. How to MeasureYour ResultsUse social media monitoring tools - Hootsuite - Social Mention - Google Alerts - etcIntegrate Online &Offline Marketing Increase the effectiveness of offline campaigns by using online techniques.Integration Basics- One of the most important aspects of marketing is theintegration of online and offline marketing media andmaintaining consistency between the two areas.- Your online and offline marketing campaigns shouldalways cross-reference each other for you to really takefull advantage of reaching your entire audience. 17
  18. 18. Integration Basics-If you are advertising in print or radio be sure to haveinformation on your website that syncs with that campaignUse Traditional Media! - Point all traditional advertising to your website! - For print we will use QR codes to create interactive ads - Dedicated Landing pages will be used to capture leads and track our campaign - Google analytics will track our resultsQR Codes in Use QR code examples 18
  19. 19. Landing Pages Direct all marketing campaign traffic to a campaign specific landing page!Other examples Tell them to check into your business on Facebook, Yelp or Foursquare for a discount or special offer Press release...place in newspaper but also add to your site and/or a PR site. Helps build links and online visibility. Advertise your Webinar in the newspaper or radio Presenter: Ted Parisot ted@informeinc.com www.informeinc.com www.linkedin.com/in/tedparisot Ted Parisot 19

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