Targeted Inbound Marketing
Strategies for Small Brands
Presented by:
David Christopher
OPUBCO Digital Marketing Services
@...
Jsmith Photo
http://bit.ly/1dZZoT9
@davidmchris
@davidmchrisJaudrius– http://bit.ly/1ccxe8Y
VI Branding – http://bit.ly/1c8JO3q
VI Branding – http://bit.ly/1c8JO3q
@davidmchris
• Connect with influencers
• Learn from experts
• Create a community
• Establish our credibility
Mr.Elrod – http://bit.ly/1iKO15I
Mr.Elrod – http://bit.ly/1iKO15I
We need to sell
100+ tickets
@davidmchris
Thefost – http://bit.ly/1p2R9dp
Pitching
@davidmchris
Thefost – http://bit.ly/1p2R9dp
“Not a Blogging 101”
@davidmchris
Thefost – http://bit.ly/1p2R9dp
“A lovingly curated
blogging and digital
influencer conference”
Google Keyword Planner – http://bit.ly/1et5ZBl
Local Keywords Avg. monthly searches
blog conference oklahoma 0
okc bloggin...
@davidmchris
De Facto SEO
Amorph – http://bit.ly/1e0Bozu
Google Keyword Planner – http://bit.ly/1et5ZBl
Local Keywords Rank Feb-14
blog conference oklahoma 1
okc blogging conferen...
Moz – http://bit.ly/1hstx0I
Moz – http://bit.ly/1hstx0I
Moz – http://bit.ly/1hstx0I
Moz – http://bit.ly/McEGnF
“A user who watches… online video is twice as likely
to convert and spends 9.1% more money on a...
Moz – http://bit.ly/1hstx0I
Rich Snippet
Why?
-Increase click through rate (CTR)
How?
-Self hosted video (I recommend Wistia)
-Video sitemap
@davidmchris
@davidmchris
@davidmchris
Moz – http://bit.ly/1hstx0I
Moz – http://bit.ly/1hstx0I
Moz – http://bit.ly/1hstx0I
Moz – http://bit.ly/1hstx0I
Moz – http://bit.ly/1hstx0I
Cumulative Followers
@davidmchris = 800
@ruthburr = 7,342
@jennita = 22,642
@randfish = 174,642
@moz = 460,642
Moz – http://bit.ly/1hstx0I
Moz – http://bit.ly/1hstx0I
• More Expensive
• Higher Quality
• Local
Social Proofing
Blogging
1. Branding
2. Profiles
3. Reviews & Polls
4. Data-Driven
@davidmchris
@davidmchris
@davidmchris
Competitive Advantages
@davidmchris
Competitive Advantages
@davidmchris
State Your Competitive Advantages
• Learn from the best
• Hell of a deal
• Become part of a local community
Nearly 1/3 as many exits
@davidmchris
Blogging
1. Branding
2. Profiles
3. Reviews & Polls
4. Data-Driven
@davidmchris
@davidmchris
@davidmchris
@davidmchris
Blogging
1. Branding
2. Profiles
3. Reviews & Polls
4. Data-Driven
@davidmchris
http://polldaddy.com/
Twitter Followers
@themuleokc 5,072
@urbanwineworks 2,191
@saintsokc 1,432
@empiresliceokc 1,611
@pi...
4,448 views
Google Keyword Planner – http://bit.ly/1et5ZBl
10 Relevant Domains:
20-35 Domain Authority
Twitter Followers:
14,700
Facebook Likes:
9,310
Cost
• $30 per head x 10 = $300
Or
• Pitch to caterer too = $0
Blogging
1. Branding
2. Profiles
3. Reviews & Polls
4. Data-Driven
@davidmchris
Combined 80,000 Followers
Who follows the most
Confluence speakers?
followerwonk.com
Combined 80,000 Followers
182 People Follow 4+
Confluence speakers
567 Pageviews
tailwindapp.com
479 Pageviews
Moz – http://bit.ly/1hstx0I
Speakers Blog About Confluence
Attendees Blog About Confluence
Earned Media / Syndication
• newsok.com
• thelostogle.com
• oklahomacitysun.com
• oklahomastar.com
• lyncmigration.com
• g...
Event Links
• yelp.com
• zvents.com
• foursquare.com
• events.kfor.com
• events.okcfox.com
• kosu.org
• localpages.com
• o...
• 4,300 visits per month
Referrals Jan 2014
#confluencecon
@casestudio
37 Selfies Tweeted
“#bestracehorsename @remingtonpark”
126 Tweeted Submissions
$1,000 prize
https://tagboard.com/confluencecon
https://tagboard.com/confluencecon
132 Tickets sold
+32% over goal
Broke even… almost
-$176
@davidmchris
• Connect with influencers
• Learn from experts
• Create a community
• Establish our credibility
Growing Permission Assets
“Permission is like dating. You
don't start by asking for the sale
at first impression. You earn...
Followers: 360
Email Addresses: 152
343 Pageviews
Gage Skidmore - http://bit.ly/1cQa742
“A drop of honey catches more
flies than a gallon of gall.”
- Abraham Lincoln
helpareporter.com
Sparktography – http://bit.ly/1fdZF6x
“Stick a fork in it”
Matt Cutts
Sparktography – http://bit.ly/1fdZF6x
“I’m talking about
guest blogging for
SEO purposes.”
semrush.com
WeMeantDemocracy – http://bit.ly/1fu77EV
“This is one of the most rewarding
things I’ve ever done.”
- Tyler Roberts
“We’ve never worked so well as a team.”
- Samaiyah Islam
How Did You Hear
About Confluence?
• Poster
• KOSU (NPR)
• Print Advertising
• Twitter
• Facebook
• News Website
• Speaker...
Ryan Groves - http://bit.ly/1cssQNz
wishforwater.com
“If belonging is at the core of
how you change someone’s
actions, How do you get people
to feel like they belong?”
“You love on them.” wishforwater.com
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher
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Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher

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A case study presented at Pubcon NOLA, exploring the most successful inbound marketing techniques used when launching a digital influencer conference. These tactics drove over 5500 visits to a new website in 60 days, enabling us to exceed conference attendance goals by 40 percent. We’ll examine how to create effective ego-bait and follow-up with social media outreach, and how to leverage the many PR and marketing benefits of positioning yourself as a topic authority. (HARO, traditional media, publishing on independent websites).

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  • Sometimes change is painful
  • Let’s create something real for ourselves
  • These are some of the people I met for the first time to talk about Confluence.
    I’ve got an excuse to meet them.
    I’m pitching them an event that doesn’t have any speakers or a website or a date.
  • I’m molding my pitch.
  • I’m molding my pitch.
  • I’m molding my pitch.
  • We did our keyword research
  • Then I just wrote what I wanted to
  • Didn’t use “Oklahoma City”
    My On-site SEO supervisor asked if I wanted him to optimize the site.
    I said I wanted to concentrate on inbound since there was no search traffic.
  • Google figured it out
  • Overwhelming
  • These are the ones we used in the 2 months we were marketing the conference
  • But they all feed off of each other, and the more you can leverage them together the more effective an inbound marketer you are.
  • But they all feed off of each other, and the more you can leverage them together the more effective an inbound marketer you are.
  • Disarmingly approachable:
    As I pitched I heard myself saying “lovingly curated” over and over.
    Picture was actually taken by my wife before we were married, so I’m looking at you with real love in my eyes
    Supply my personal email and cell phone number
  • 3 Main Selling Points:
    Awesome Content
    Legit Speakers at Bargain Prices
    Community
  • 3 Main Selling Points:
    Awesome Content
    Legit Speakers at Bargain Prices
    Community
  • 3 Main Selling Points:
    Awesome Content
    Legit Speakers at Bargain Prices
    Community
  • Let’s create something real for ourselves
  • Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher

    1. 1. Targeted Inbound Marketing Strategies for Small Brands Presented by: David Christopher OPUBCO Digital Marketing Services @davidmchris
    2. 2. Jsmith Photo http://bit.ly/1dZZoT9
    3. 3. @davidmchris
    4. 4. @davidmchrisJaudrius– http://bit.ly/1ccxe8Y
    5. 5. VI Branding – http://bit.ly/1c8JO3q
    6. 6. VI Branding – http://bit.ly/1c8JO3q
    7. 7. @davidmchris • Connect with influencers • Learn from experts • Create a community • Establish our credibility
    8. 8. Mr.Elrod – http://bit.ly/1iKO15I
    9. 9. Mr.Elrod – http://bit.ly/1iKO15I We need to sell 100+ tickets
    10. 10. @davidmchris Thefost – http://bit.ly/1p2R9dp Pitching
    11. 11. @davidmchris Thefost – http://bit.ly/1p2R9dp “Not a Blogging 101”
    12. 12. @davidmchris Thefost – http://bit.ly/1p2R9dp “A lovingly curated blogging and digital influencer conference”
    13. 13. Google Keyword Planner – http://bit.ly/1et5ZBl Local Keywords Avg. monthly searches blog conference oklahoma 0 okc blogging conference 0 okc digital influencer conference 0 oklahoma blogging conference 0 oklahoma city blogging conference 0 oklahoma city digital influencer conference 0 oklahoma digital influencer conference 0 okc social media conference 0 oklahoma city social media conference 0 oklahoma city creativity conference 0 okc creativity conference 0 oklahoma creativity conference 0 oklahoma social media conference 0 conference okc 0 conference oklahoma city 0
    14. 14. @davidmchris De Facto SEO
    15. 15. Amorph – http://bit.ly/1e0Bozu
    16. 16. Google Keyword Planner – http://bit.ly/1et5ZBl Local Keywords Rank Feb-14 blog conference oklahoma 1 okc blogging conference 1 okc digital influencer conference 1 oklahoma blogging conference 1 oklahoma city blogging conference 1 oklahoma city digital influencer conference 1 oklahoma digital influencer conference 1 okc social media conference 3 oklahoma city social media conference 3 oklahoma city creativity conference 4 okc creativity conference 5 oklahoma creativity conference 6 oklahoma social media conference 7 conference okc 9 conference oklahoma city 17
    17. 17. Moz – http://bit.ly/1hstx0I
    18. 18. Moz – http://bit.ly/1hstx0I
    19. 19. Moz – http://bit.ly/1hstx0I
    20. 20. Moz – http://bit.ly/McEGnF “A user who watches… online video is twice as likely to convert and spends 9.1% more money on average.”
    21. 21. Moz – http://bit.ly/1hstx0I
    22. 22. Rich Snippet Why? -Increase click through rate (CTR) How? -Self hosted video (I recommend Wistia) -Video sitemap
    23. 23. @davidmchris
    24. 24. @davidmchris
    25. 25. @davidmchris
    26. 26. Moz – http://bit.ly/1hstx0I
    27. 27. Moz – http://bit.ly/1hstx0I
    28. 28. Moz – http://bit.ly/1hstx0I
    29. 29. Moz – http://bit.ly/1hstx0I
    30. 30. Moz – http://bit.ly/1hstx0I
    31. 31. Cumulative Followers @davidmchris = 800 @ruthburr = 7,342 @jennita = 22,642 @randfish = 174,642 @moz = 460,642
    32. 32. Moz – http://bit.ly/1hstx0I
    33. 33. Moz – http://bit.ly/1hstx0I
    34. 34. • More Expensive • Higher Quality • Local
    35. 35. Social Proofing
    36. 36. Blogging 1. Branding 2. Profiles 3. Reviews & Polls 4. Data-Driven @davidmchris
    37. 37. @davidmchris
    38. 38. @davidmchris Competitive Advantages
    39. 39. @davidmchris Competitive Advantages
    40. 40. @davidmchris State Your Competitive Advantages • Learn from the best • Hell of a deal • Become part of a local community
    41. 41. Nearly 1/3 as many exits @davidmchris
    42. 42. Blogging 1. Branding 2. Profiles 3. Reviews & Polls 4. Data-Driven @davidmchris
    43. 43. @davidmchris
    44. 44. @davidmchris
    45. 45. @davidmchris
    46. 46. Blogging 1. Branding 2. Profiles 3. Reviews & Polls 4. Data-Driven @davidmchris
    47. 47. http://polldaddy.com/ Twitter Followers @themuleokc 5,072 @urbanwineworks 2,191 @saintsokc 1,432 @empiresliceokc 1,611 @piejunkieokc 2,705
    48. 48. 4,448 views
    49. 49. Google Keyword Planner – http://bit.ly/1et5ZBl
    50. 50. 10 Relevant Domains: 20-35 Domain Authority Twitter Followers: 14,700 Facebook Likes: 9,310
    51. 51. Cost • $30 per head x 10 = $300 Or • Pitch to caterer too = $0
    52. 52. Blogging 1. Branding 2. Profiles 3. Reviews & Polls 4. Data-Driven @davidmchris
    53. 53. Combined 80,000 Followers Who follows the most Confluence speakers?
    54. 54. followerwonk.com
    55. 55. Combined 80,000 Followers 182 People Follow 4+ Confluence speakers
    56. 56. 567 Pageviews
    57. 57. tailwindapp.com
    58. 58. 479 Pageviews
    59. 59. Moz – http://bit.ly/1hstx0I
    60. 60. Speakers Blog About Confluence
    61. 61. Attendees Blog About Confluence
    62. 62. Earned Media / Syndication • newsok.com • thelostogle.com • oklahomacitysun.com • oklahomastar.com • lyncmigration.com • gotnewswire.com • siptrunkingreport.com • paper.li
    63. 63. Event Links • yelp.com • zvents.com • foursquare.com • events.kfor.com • events.okcfox.com • kosu.org • localpages.com • oklahomagazette.com • wherevent.com • pinvents.com • bloggymoms.com • savvypanda.com • oklahomacity.eventful.com • okmag.com
    64. 64. • 4,300 visits per month
    65. 65. Referrals Jan 2014
    66. 66. #confluencecon @casestudio
    67. 67. 37 Selfies Tweeted
    68. 68. “#bestracehorsename @remingtonpark” 126 Tweeted Submissions $1,000 prize
    69. 69. https://tagboard.com/confluencecon
    70. 70. https://tagboard.com/confluencecon
    71. 71. 132 Tickets sold +32% over goal Broke even… almost -$176
    72. 72. @davidmchris • Connect with influencers • Learn from experts • Create a community • Establish our credibility
    73. 73. Growing Permission Assets “Permission is like dating. You don't start by asking for the sale at first impression. You earn the right, over time, bit by bit.” Seth Godin – http://bit.ly/1mDzXwe
    74. 74. Followers: 360 Email Addresses: 152
    75. 75. 343 Pageviews
    76. 76. Gage Skidmore - http://bit.ly/1cQa742 “A drop of honey catches more flies than a gallon of gall.” - Abraham Lincoln
    77. 77. helpareporter.com
    78. 78. Sparktography – http://bit.ly/1fdZF6x “Stick a fork in it” Matt Cutts
    79. 79. Sparktography – http://bit.ly/1fdZF6x “I’m talking about guest blogging for SEO purposes.”
    80. 80. semrush.com
    81. 81. WeMeantDemocracy – http://bit.ly/1fu77EV
    82. 82. “This is one of the most rewarding things I’ve ever done.” - Tyler Roberts
    83. 83. “We’ve never worked so well as a team.” - Samaiyah Islam
    84. 84. How Did You Hear About Confluence? • Poster • KOSU (NPR) • Print Advertising • Twitter • Facebook • News Website • Speaker Recommendation Direct Social Media Referral
    85. 85. Ryan Groves - http://bit.ly/1cssQNz
    86. 86. wishforwater.com
    87. 87. “If belonging is at the core of how you change someone’s actions, How do you get people to feel like they belong?”
    88. 88. “You love on them.” wishforwater.com

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