Inbound Marketing Workshop - Chartered Institute of Marketing

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Digital, Inbound Marketing Workshop I ran for Chartered Institute of Marketing in Manchester.

Covers:
What is Inbound Marketing and the Journeys users take
Persona Mapping and understanding your customer
How to find them with tools and techniques
Content Marketing how to plan and implement content that your customers will consume and share
Social Media
SEO
User experience and conversion rate optimisation
How to measure for ROI of Digital Marketing

Published in: Marketing, Business, Technology
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Inbound Marketing Workshop - Chartered Institute of Marketing

  1. 1. Got a question? @googledave @phcreative INBOUND MARKETING WORKSHOP CHARTERED INSTITUTE OF MARKETING
  2. 2. Got a question? @googledave @phcreative http://www.ph-creative.com/blog/posts/2013/june/know-your-seo-from-your-elbow-using-the-best-tools-for-the-job.aspx
  3. 3. Got a question? @googledave @phcreative
  4. 4. Got a question? @googledave @phcreative
  5. 5. Got a question? @googledave @phcreative What is the Definition Inbound Marketing?
  6. 6. Got a question? @googledave @phcreative Inbound Marketing: “A marketing strategy that places you in front of customers during their discovery and research phase - throughout the buying cycle”
  7. 7. Got a question? @googledave @phcreative NAME SOME INBOUND MARKETING ACTIVITIES
  8. 8. Got a question? @googledave @phcreative INBOUND MARKETING
  9. 9. http://moz.com/blog
  10. 10. Got a question? @googledave @phcreative INBOUND MARKETING: A CUSTOMER JOURNEY
  11. 11. Got a question? @googledave @phcreative
  12. 12. Got a question? @googledave @phcreative
  13. 13. Got a question? @googledave @phcreative
  14. 14. Got a question? @googledave @phcreative
  15. 15. Got a question? @googledave @phcreative
  16. 16. Got a question? @googledave @phcreative
  17. 17. Got a question? @googledave @phcreative
  18. 18. Got a question? @googledave @phcreative
  19. 19. Got a question? @googledave @phcreative
  20. 20. Got a question? @googledave @phcreative
  21. 21. Got a question? @googledave @phcreative
  22. 22. Got a question? @googledave @phcreative
  23. 23. Got a question? @googledave @phcreative
  24. 24. Got a questions...? @googledave @phcreative INBOUND MARKETING BUYING CYCLE
  25. 25. Got a questions...? @googledave @phcreative CONVERGANCE OF INBOUND MARKETING
  26. 26. Got a question? @googledave @phcreative
  27. 27. Got a question? @googledave @phcreative BUT IT TAKES EFFORT.
  28. 28. Got a question? @googledave @phcreative
  29. 29. But what does it really mean…? Got a question? @googledave @phcreative
  30. 30. Optimise for humans Got a question? @googledave @phcreative
  31. 31. Got a question? @googledave @phcreative
  32. 32. THROUGH SCIENCE AND ART Got a question? @googledave @phcreative
  33. 33. http://www.ted.com/talks/simon_sinek_how_great_leade rs_inspire_action.html Got a question? @googledave @phcreative
  34. 34. Got a questions...? @googledave @phcreative
  35. 35. Got a question? @googledave @phcreative
  36. 36. Got a question? @googledave @phcreative Time for a break!
  37. 37. Got a question? @googledave @phcreative WHAT ARE PERSONAS?
  38. 38. Got a question? @googledave @phcreative
  39. 39. Got a question? @googledave @phcreative
  40. 40. Got a question? @googledave @phcreative
  41. 41. Got a question? @googledave @phcreative
  42. 42. Got a questions...? @googledave @phcreative But how do you find them?
  43. 43. Got a question? @googledave @phcreative
  44. 44. IF CARLSBERG DID NETWORKING Got a question? @googledave @phcreative
  45. 45. WHO WOULD YOU ‘WANT BEHIND THE DOOR? • Your target audience • Where are they, ‘which pub’? • Strategic partners • Your customers • Influencer networks • Who influences them? • Who else and why? • Who would you, buy a beer? Got a question? @googledave @phcreative
  46. 46. • A good conversationalist, listens most of the time, that’s how, when you talk, you know what to say • # Who are you listening to? • Be interested in others, not yourself! • Don’t broadcast sales messages • Make friends, build trust and help others • 80 / 20 rule • Remember… ‘Givers Gain’ PROBABLY THE BEST SOCIAL NETWORKING ADVICE! Got a question? @googledave @phcreative
  47. 47. SOCIAL MEDIA STRATEGY Got a question? @googledave @phcreative
  48. 48. SOCIAL MEDIA STRATEGY Got a question? @googledave @phcreative
  49. 49. Got a question? @googledave @phcreative
  50. 50. Got a question? @googledave @phcreative
  51. 51. Got a question? @googledave @phcreative
  52. 52. Got a question? @googledave @phcreative
  53. 53. https://followerwonk.com Got a question? @googledave @phcreative
  54. 54. https://followerwonk.com Got a question? @googledave @phcreative
  55. 55. http://app.buzzsumo.com/ Got a question? @googledave @phcreative
  56. 56. Got a question? @googledave @phcreative
  57. 57. ! Matching ideal content types to your specific personas is powerful! Got a question? @googledave @phcreative
  58. 58. Got a question? @googledave @phcreative
  59. 59. Got a question? @googledave @phcreative LIST DIFFERENT TYPES OF ONLINE CONTENT?
  60. 60. Got a question? @googledave @phcreative
  61. 61. @googledave @phcreative #HDevents
  62. 62. Got a question? @googledave @phcreative
  63. 63. Got a questions...? @googledave @phcreative Entertain Inspire Educate Convince
  64. 64. Got a question? @googledave @phcreative
  65. 65. http://www.hubspot.com/blog-topic-generator http://alltop.com Got a question? @googledave @phcreative
  66. 66. Got a question? @googledave @phcreative
  67. 67. Got a question? @googledave @phcreative
  68. 68. No, they really do care about this stuff! Got a question? @googledave @phcreative
  69. 69. http://app.buzzsumo.com Got a question? @googledave @phcreative
  70. 70. https://socialcrawlytics.com Got a question? @googledave @phcreative
  71. 71. In association with Mersey Maritime Got a question? @googledave @phcreative
  72. 72. Got a question? @googledave @phcreative
  73. 73. Got a question? @googledave @phcreative
  74. 74. Got a question? @googledave @phcreative
  75. 75. Got a question? @googledave @phcreative
  76. 76. Got a question? @googledave @phcreative
  77. 77. Got a question? @googledave @phcreative
  78. 78. Got a questions...? @googledave @phcreative
  79. 79. Got a questions...? @googledave @phcreative
  80. 80. Second largest search engine Third largest social channel Don’t ignore Got a question? @googledave @phcreative
  81. 81. 40% YouTube views in the UK are on a mobile Phone 20% YouTube views in the UK are on a TV screen bigger the 32” 41% higher click-through rate than plain test results in search Pages with videos 57% average improvement Conversions Pages with video are 53% more likely to appear on page1 of Google Got a question? @googledave @phcreative
  82. 82. Got a questions...? @googledave @phcreative
  83. 83. http://www.youtube.com/watch?v=ZUG9qYTJMsI Got a question? @googledave @phcreative
  84. 84. Got a question? @googledave @phcreative
  85. 85. Got a question? @googledave @phcreative
  86. 86. Got a question? @googledave @phcreative
  87. 87. You need the right tools and tactics for the job Got a question? @googledave @phcreative
  88. 88. http://www.hubspot.com https://hootsuite.com Got a question? @googledave @phcreative
  89. 89. Got a question? @googledave @phcreative
  90. 90. BUFFER QUICK AND EASY https://bufferapp.com Got a question? @googledave @phcreative
  91. 91. BUFFER QUICK AND EASY https://bufferapp.com Got a question? @googledave @phcreative
  92. 92. Buffer Chrome App • Direct from browser • Fast and simple • Post or share later • Pick your channels https://bufferapp.com Got a question? @googledave @phcreative
  93. 93. Got a question? @googledave @phcreative GOOGLE + SOCIAL AND IDENTITY ENGINE
  94. 94. WHY YOU NEED USE GOOGLE+ Get your content read and ranking faster • Faster indexing of your content – make it relevant to your candidates • Extended circles, means you influence your followers and theirs Authorship Tag = Identity • Have you set yours up? AuthorRank is coming! • How authoritive and interesting are you to your audience? • Share-ability of authors content • Number of people in your circles and how many you are in • Engagement levels of your content Got a question? @googledave @phcreative
  95. 95. AUTHORSHIP IN PRACTICE Got a question? @googledave @phcreative
  96. 96. http://www.searchenginejournal.com/eye-tracking-study-importance-using-google- authorship-search- results/71207/?utm_source=twitter&utm_medium=social&utm_campaign=short Got a question? @googledave @phcreative
  97. 97. http://www.searchenginejournal.com/eye-tracking-study-importance-using-google- authorship-search- results/71207/?utm_source=twitter&utm_medium=social&utm_campaign=short Got a question? @googledave @phcreative
  98. 98. http://www.searchenginejournal.com/eye-tracking-study-importance-using-google- authorship-search- results/71207/?utm_source=twitter&utm_medium=social&utm_campaign=short Got a question? @googledave @phcreative
  99. 99. Got a question? @googledave @phcreative Time for a break!
  100. 100. Got a question? @googledave @phcreative
  101. 101. Got a question? @googledave @phcreative Name SEO activities?
  102. 102. OLD SCHOOL SEO Over optimisation Unnatural content Unnatural links Keyword stuffing Poor user experience Leads to the darkside! Got a question? @googledave @phcreative
  103. 103. PANDA AND PENGUINS MAKE THIS HAPPEN Got a question? @googledave @phcreative
  104. 104. Got a question? @googledave @phcreative
  105. 105. GOOGLE HAVE A ‘JEDI’COUNCIL Got a question? @googledave @phcreative
  106. 106. Got a question? @googledave @phcreative
  107. 107. OVER 200 FACTORS INFLUENCE SEARCH Keywords (targeting and acquisition) • Improved sematic and contextual understanding – meaning, not just words • Don’t spam, keyword stuff • Keywords, long tail, context, location, device, experience • Schema.org markup – use it • Get ready for voice search – that’s what Google is doing! Relevancy (on page SEO – behaviour and conversion) • Focus on your users, give them what they want, where when • Freshness of content – how often do you change yours? • Must be unique and valuable to your user persona’s • Content strategy, evolves, purposeful, hot topics, contagious, identify intent, needs, problems and become the authority in your business area Got a question? @googledave @phcreative
  108. 108. OVER 200 FACTORS INFLUENCE SEARCH Recommendation (off page SEO / Google Penguin) • Commit to outreach and engage with communities • Create content your audience will care about • Will people vote for you with inbound links? • Social mentions is ‘word of mouth’ marketing and builds links • Use Google+ and gain ‘authorship’ and your ‘identity’ • Manage you link profile, assess risks and take action • Content can’t sit in isolation, needs to be shared and engage influencers – are you focused on them? Do you know who the are!? Experience (Google Panda – behaviour and conversion) • Be fit for mobile devices – Google prefer mobile responsive • What do users ‘think’ of your pages? Find out. • Reduce clutter and friction • Don’t keep people waiting – improve load times • Do all you can to engage and ‘romance the share’ Got a question? @googledave @phcreative
  109. 109. Got a question? @googledave @phcreative
  110. 110. Got a question? @googledave @phcreative “Think visibility rather than rankings. Rankings vary from user to user, device and location. Focus on the user, keyword themes and behaviour”
  111. 111. Got a questions...? @googledave @phcreative CONVERGANCE OF INBOUND MARKETING
  112. 112. Got a questions...? @googledave @phcreative MOZ CRAWL DIOGNOSTICS
  113. 113. Got a question? @googledave @phcreative COMPETITOR DOMAIN AUTHORITY
  114. 114. Got a questions...? @googledave @phcreative
  115. 115. Got a question? @googledave @phcreative Time for a break!
  116. 116. Got a questions...? @googledave @phcreative CONVERGANCE OF INBOUND MARKETING
  117. 117. Got a question? @googledave @phcreative All digital roads lead here... o Where does your website fit into your overall marketing strategy? o Why do you need to optimise? o Improving your organic search results o Improving conversion
  118. 118. Got a question? @googledave @phcreative What does your website need to do? o Generate sales o Generate new leads o Build brand awareness and perception
  119. 119. Got a question? @googledave @phcreative Understanding your users o Why are they visiting your website? o Where have they come from? o What do they want to achieve on any specific page? o Are they finding what they need? Or leaving? o Bounce rate: higher than 60%? o Conversion rates
  120. 120. Got a question? @googledave @phcreative Seeing your site the way visitors do • How do people scan a page? • What can they see above the ‘fold’?
  121. 121. Got a questions...? @googledave @phcreative
  122. 122. Got a questions...? @googledave @phcreative
  123. 123. Got a question? @googledave @phcreative Making your website work harder: a checklist Main top headers • 80% of users see this first • Make it count! • Keep things familiar
  124. 124. Got a question? @googledave @phcreative Making your website work harder: a checklist Simple navigation • Avoid jargon • Use clear 'sign posting' • Most important info on left side
  125. 125. Got a question? @googledave @phcreative Making your website work harder: a checklist Headlines • Relevant to user • Clear and concise • Relevant to page
  126. 126. Got a question? @googledave @phcreative Making your website work harder: a checklist Hero image • Show service or product • Use photos to guide actions • Don't use stock images
  127. 127. Got a question? @googledave @phcreative Making your website work harder: a checklist Video • Customer testimonials • Short and sweet
  128. 128. Got a question? @googledave @phcreative Making your website work harder: a checklist Data capture/sign-up forms • Consider design • Test messaging • Less is more
  129. 129. Got a question? @googledave @phcreative Making your website work harder: a checklist Buttons • Consistent color • Drive call-to-action • Make them bigger • Contact options
  130. 130. Got a question? @googledave @phcreative Making your website work harder: a checklist Trust indicators • Social proof (reviews, ratings) • Customer testimonials • Guarantees
  131. 131. Got a question? @googledave @phcreative Making your website work harder: a checklist Main top headers • 80% of users see this first • Make it count! • Keep things familiar
  132. 132. Got a question? @googledave @phcreative Making your website work harder: a checklist Benefits • Focus on benefits for users • Show how you solve problems
  133. 133. Got a question? @googledave @phcreative Making your website work harder: a checklist Repeat call-to-action • Especially for long page copy
  134. 134. Got a question? @googledave @phcreative A few more tips to keep top of mind... o Don't cause 'friction' o Always be testing o Think about mobile o Don't forget your thank you pages
  135. 135. Got a question? @googledave @phcreative A few real-life examples http://www.johnlewis.com/ https://hootsuite.com/plans https://www.wonga.com/
  136. 136. Got a question? @googledave @phcreative
  137. 137. Got a question? @googledave @phcreative
  138. 138. Got a question? @googledave @phcreative
  139. 139. Got a question? @googledave @phcreative
  140. 140. CONTENT EXPERIMENTS CONTINUOUS IMPROVEMENT Got a question? @googledave @phcreative
  141. 141. Got a question? @googledave @phcreative
  142. 142. Got a question? @googledave @phcreative http://www.conversion-rate-experts.com/understanding-your-visitors/ VOICE OF THE CUSTOMER LISTEN, LEARN AND LEVERAGE
  143. 143. Got a question? @googledave @phcreative WHAT COULD YOU TEST TO IMPROVE YOUR CONVERSIONS?
  144. 144. Got a question? @googledave @phcreative Pages Content Traffic Device Landing pages Copy / Message Organic Desktop Data Capture Call to action PPC Tablet Live chat Promotion Social media Smartphone Sales funnels Colours Affiliate SMART TV Shopping cart Social proof Geography Google Glass Template style Video W'end v W'day Voice search Squeeze pages Images New & repeat Interactive/Flash Long v's short Demographics Dynamic Buttons Behavioural
  145. 145. Got a question - @googledave / dave@ph-creative.comHOW DO YOU MEASURE UP?
  146. 146. MEASURING ONLINE SALES AND MARKETING Got a question? @googledave @phcreative
  147. 147. MEASURING ONLINE SALES AND MARKETING Got a question? @googledave @phcreative
  148. 148. SOCIAL MEASURMENT ECONOMIC VALUE Got a question? @googledave @phcreative
  149. 149. SOCIAL MEASURMENT ATTRIBUTION Got a question? @googledave @phcreative
  150. 150. Got a question? @googledave @phcreative
  151. 151. Got a questions...? @googledave @phcreative CONVERGANCE OF INBOUND MARKETING
  152. 152. Got a question? @googledave @phcreative
  153. 153. Thanks for listening and keep in touch @GoogleDave email: googledave@ph-creative.com tel: 01512275549 Got a question? @googledave @phcreative
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