Inbound Marketing Workshop - Chartered Institute of Marketing

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

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

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  • 1. Got a question? @googledave @phcreative INBOUND MARKETING WORKSHOP CHARTERED INSTITUTE OF MARKETING
  • 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. Got a question? @googledave @phcreative
  • 4. Got a question? @googledave @phcreative
  • 5. Got a question? @googledave @phcreative What is the Definition Inbound Marketing?
  • 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. Got a question? @googledave @phcreative NAME SOME INBOUND MARKETING ACTIVITIES
  • 8. Got a question? @googledave @phcreative INBOUND MARKETING
  • 9. http://moz.com/blog
  • 10. Got a question? @googledave @phcreative INBOUND MARKETING: A CUSTOMER JOURNEY
  • 11. Got a question? @googledave @phcreative
  • 12. Got a question? @googledave @phcreative
  • 13. Got a question? @googledave @phcreative
  • 14. Got a question? @googledave @phcreative
  • 15. Got a question? @googledave @phcreative
  • 16. Got a question? @googledave @phcreative
  • 17. Got a question? @googledave @phcreative
  • 18. Got a question? @googledave @phcreative
  • 19. Got a question? @googledave @phcreative
  • 20. Got a question? @googledave @phcreative
  • 21. Got a question? @googledave @phcreative
  • 22. Got a question? @googledave @phcreative
  • 23. Got a question? @googledave @phcreative
  • 24. Got a questions...? @googledave @phcreative INBOUND MARKETING BUYING CYCLE
  • 25. Got a questions...? @googledave @phcreative CONVERGANCE OF INBOUND MARKETING
  • 26. Got a question? @googledave @phcreative
  • 27. Got a question? @googledave @phcreative BUT IT TAKES EFFORT.
  • 28. Got a question? @googledave @phcreative
  • 29. But what does it really mean…? Got a question? @googledave @phcreative
  • 30. Optimise for humans Got a question? @googledave @phcreative
  • 31. Got a question? @googledave @phcreative
  • 32. THROUGH SCIENCE AND ART Got a question? @googledave @phcreative
  • 33. http://www.ted.com/talks/simon_sinek_how_great_leade rs_inspire_action.html Got a question? @googledave @phcreative
  • 34. Got a questions...? @googledave @phcreative
  • 35. Got a question? @googledave @phcreative
  • 36. Got a question? @googledave @phcreative Time for a break!
  • 37. Got a question? @googledave @phcreative WHAT ARE PERSONAS?
  • 38. Got a question? @googledave @phcreative
  • 39. Got a question? @googledave @phcreative
  • 40. Got a question? @googledave @phcreative
  • 41. Got a question? @googledave @phcreative
  • 42. Got a questions...? @googledave @phcreative But how do you find them?
  • 43. Got a question? @googledave @phcreative
  • 44. IF CARLSBERG DID NETWORKING Got a question? @googledave @phcreative
  • 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. • 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. SOCIAL MEDIA STRATEGY Got a question? @googledave @phcreative
  • 48. SOCIAL MEDIA STRATEGY Got a question? @googledave @phcreative
  • 49. Got a question? @googledave @phcreative
  • 50. Got a question? @googledave @phcreative
  • 51. Got a question? @googledave @phcreative
  • 52. Got a question? @googledave @phcreative
  • 53. https://followerwonk.com Got a question? @googledave @phcreative
  • 54. https://followerwonk.com Got a question? @googledave @phcreative
  • 55. http://app.buzzsumo.com/ Got a question? @googledave @phcreative
  • 56. Got a question? @googledave @phcreative
  • 57. ! Matching ideal content types to your specific personas is powerful! Got a question? @googledave @phcreative
  • 58. Got a question? @googledave @phcreative
  • 59. Got a question? @googledave @phcreative LIST DIFFERENT TYPES OF ONLINE CONTENT?
  • 60. Got a question? @googledave @phcreative
  • 61. @googledave @phcreative #HDevents
  • 62. Got a question? @googledave @phcreative
  • 63. Got a questions...? @googledave @phcreative Entertain Inspire Educate Convince
  • 64. Got a question? @googledave @phcreative
  • 65. http://www.hubspot.com/blog-topic-generator http://alltop.com Got a question? @googledave @phcreative
  • 66. Got a question? @googledave @phcreative
  • 67. Got a question? @googledave @phcreative
  • 68. No, they really do care about this stuff! Got a question? @googledave @phcreative
  • 69. http://app.buzzsumo.com Got a question? @googledave @phcreative
  • 70. https://socialcrawlytics.com Got a question? @googledave @phcreative
  • 71. In association with Mersey Maritime Got a question? @googledave @phcreative
  • 72. Got a question? @googledave @phcreative
  • 73. Got a question? @googledave @phcreative
  • 74. Got a question? @googledave @phcreative
  • 75. Got a question? @googledave @phcreative
  • 76. Got a question? @googledave @phcreative
  • 77. Got a question? @googledave @phcreative
  • 78. Got a questions...? @googledave @phcreative
  • 79. Got a questions...? @googledave @phcreative
  • 80. Second largest search engine Third largest social channel Don’t ignore Got a question? @googledave @phcreative
  • 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. Got a questions...? @googledave @phcreative
  • 83. http://www.youtube.com/watch?v=ZUG9qYTJMsI Got a question? @googledave @phcreative
  • 84. Got a question? @googledave @phcreative
  • 85. Got a question? @googledave @phcreative
  • 86. Got a question? @googledave @phcreative
  • 87. You need the right tools and tactics for the job Got a question? @googledave @phcreative
  • 88. http://www.hubspot.com https://hootsuite.com Got a question? @googledave @phcreative
  • 89. Got a question? @googledave @phcreative
  • 90. BUFFER QUICK AND EASY https://bufferapp.com Got a question? @googledave @phcreative
  • 91. BUFFER QUICK AND EASY https://bufferapp.com Got a question? @googledave @phcreative
  • 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. Got a question? @googledave @phcreative GOOGLE + SOCIAL AND IDENTITY ENGINE
  • 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. AUTHORSHIP IN PRACTICE Got a question? @googledave @phcreative
  • 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. 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. 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. Got a question? @googledave @phcreative Time for a break!
  • 100. Got a question? @googledave @phcreative
  • 101. Got a question? @googledave @phcreative Name SEO activities?
  • 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. PANDA AND PENGUINS MAKE THIS HAPPEN Got a question? @googledave @phcreative
  • 104. Got a question? @googledave @phcreative
  • 105. GOOGLE HAVE A ‘JEDI’COUNCIL Got a question? @googledave @phcreative
  • 106. Got a question? @googledave @phcreative
  • 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. 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. Got a question? @googledave @phcreative
  • 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. Got a questions...? @googledave @phcreative CONVERGANCE OF INBOUND MARKETING
  • 112. Got a questions...? @googledave @phcreative MOZ CRAWL DIOGNOSTICS
  • 113. Got a question? @googledave @phcreative COMPETITOR DOMAIN AUTHORITY
  • 114. Got a questions...? @googledave @phcreative
  • 115. Got a question? @googledave @phcreative Time for a break!
  • 116. Got a questions...? @googledave @phcreative CONVERGANCE OF INBOUND MARKETING
  • 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. 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. 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. 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. Got a questions...? @googledave @phcreative
  • 122. Got a questions...? @googledave @phcreative
  • 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. 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. Got a question? @googledave @phcreative Making your website work harder: a checklist Headlines • Relevant to user • Clear and concise • Relevant to page
  • 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. Got a question? @googledave @phcreative Making your website work harder: a checklist Video • Customer testimonials • Short and sweet
  • 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. 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. Got a question? @googledave @phcreative Making your website work harder: a checklist Trust indicators • Social proof (reviews, ratings) • Customer testimonials • Guarantees
  • 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. Got a question? @googledave @phcreative Making your website work harder: a checklist Benefits • Focus on benefits for users • Show how you solve problems
  • 133. Got a question? @googledave @phcreative Making your website work harder: a checklist Repeat call-to-action • Especially for long page copy
  • 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. Got a question? @googledave @phcreative A few real-life examples http://www.johnlewis.com/ https://hootsuite.com/plans https://www.wonga.com/
  • 136. Got a question? @googledave @phcreative
  • 137. Got a question? @googledave @phcreative
  • 138. Got a question? @googledave @phcreative
  • 139. Got a question? @googledave @phcreative
  • 140. CONTENT EXPERIMENTS CONTINUOUS IMPROVEMENT Got a question? @googledave @phcreative
  • 141. Got a question? @googledave @phcreative
  • 142. Got a question? @googledave @phcreative http://www.conversion-rate-experts.com/understanding-your-visitors/ VOICE OF THE CUSTOMER LISTEN, LEARN AND LEVERAGE
  • 143. Got a question? @googledave @phcreative WHAT COULD YOU TEST TO IMPROVE YOUR CONVERSIONS?
  • 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. Got a question - @googledave / dave@ph-creative.comHOW DO YOU MEASURE UP?
  • 146. MEASURING ONLINE SALES AND MARKETING Got a question? @googledave @phcreative
  • 147. MEASURING ONLINE SALES AND MARKETING Got a question? @googledave @phcreative
  • 148. SOCIAL MEASURMENT ECONOMIC VALUE Got a question? @googledave @phcreative
  • 149. SOCIAL MEASURMENT ATTRIBUTION Got a question? @googledave @phcreative
  • 150. Got a question? @googledave @phcreative
  • 151. Got a questions...? @googledave @phcreative CONVERGANCE OF INBOUND MARKETING
  • 152. Got a question? @googledave @phcreative
  • 153. Thanks for listening and keep in touch @GoogleDave email: googledave@ph-creative.com tel: 01512275549 Got a question? @googledave @phcreative