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 ...

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

Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher Targeted Inbound Marketing Strategies for Small Brands - Pubcon NOLA by David Christopher Presentation Transcript

  • Targeted Inbound Marketing Strategies for Small Brands Presented by: David Christopher OPUBCO Digital Marketing Services @davidmchris
  • Jsmith Photo http://bit.ly/1dZZoT9
  • @davidmchris View slide
  • @davidmchrisJaudrius– http://bit.ly/1ccxe8Y View slide
  • 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 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
  • @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 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
  • 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 average.”
  • 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 @piejunkieokc 2,705
  • 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 • gotnewswire.com • siptrunkingreport.com • paper.li
  • 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
  • • 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 the right, over time, bit by bit.” Seth Godin – http://bit.ly/1mDzXwe
  • 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 Recommendation Direct Social Media Referral
  • 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