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Got a question?@googledave@phcreativeINBOUND MARKETINGCHARTERED INSTITUTE OF MARKETING
Got a question?@googledave@phcreativeWhat is the DefinitionInbound Marketing?
Got a question?@googledave@phcreativeInbound Marketing:“A marketing strategy that places youin front of customers during t...
Got a question?@googledave@phcreativehttp://www.ph-creative.com/blog/posts/2013/june/know-your-seo-from-your-elbow-using-t...
Got a question?@googledave@phcreativeNAME SOMEINBOUND MARKETING ACTIVITIES
http://moz.com/blog
Got a question?@googledave@phcreativeINBOUND MARKETING:A CUSTOMER JOURNEY
Got a question?@googledave@phcreative
Got a question?@googledave@phcreative
Got a question?@googledave@phcreative
Got a question?@googledave@phcreative
Got a question?@googledave@phcreative
Got a question?@googledave@phcreative
Got a question?@googledave@phcreative
Got a question?@googledave@phcreative
Got a questions...?@googledave@phcreativeINBOUND MARKETING BUYING CYCLE
Got a question?@googledave@phcreative
Got a question?@googledave@phcreativeBUT IT TAKES EFFORT.
Got a question?@googledave@phcreative
Got a question?@googledave@phcreative
Got a question?@googledave@phcreative
Got a question?@googledave@phcreativeName SEO activities?
OLD SCHOOL SEOOver optimisationUnnatural contentUnnatural linksKeyword stuffingPoor user experienceLeads to the darkside!G...
PANDA AND PENGUINS MAKE THIS HAPPENGot a question?@googledave@phcreative
Got a question?@googledave@phcreative
GOOGLE HAVE A„JEDI‟COUNCILGot a question?@googledave@phcreative
OVER 200 FACTORS INFLUENCE YOUR SEORelevancy (on page SEO)• Focus on your users, give them what they want• Freshness of co...
Got a questions...?@googledave@phcreativeCONVERGANCE OF INBOUND MARKETING
IF CARLSBERGDID NETWORKINGGot a question?@googledave@phcreative
WHO WOULD YOU „WANTBEHIND THE DOOR?• Your target audience• Where are they, „which pub‟?• Strategic partners• Your customer...
• A good conversationalist, listens most of the time,that‟s how, when you talk, you know what to say• # Who are you listen...
Got a question?@googledave@phcreativeSOCIAL MEDIA STRATEGY
Got a question?@googledave@phcreativeGOOGLE + SOCIAL AND IDENTITY ENGINE
WHY YOU NEED USE GOOGLE+Get your content read and ranking faster• Faster indexing of your content – make it relevantto you...
AUTHORSHIP IN PRACTICEGot a question?@googledave@phcreative
@googledave@phcreative
Got a question?@googledave@phcreative
Got a question?@googledave@phcreativeWHAT ARE PERSONAS?
PERSONA MAPPINGGot a question?@googledave@phcreative
Got a question?@googledave@phcreativeCONTENT PILLARS
Got a question?@googledave@phcreative
Got a question?@googledave@phcreative
Got a question?@googledave@phcreative
In association with Mersey Maritime
In association with Mersey Maritime
Got a question?@googledave@phcreativeLIST DIFFERENT TYPES OFONLINE CONTENT?
@googledave@phcreative#HDevents
Got a question?@googledave@phcreative
Got a question?@googledave@phcreative
Got a question?@googledave@phcreative
Got a question?@googledave@phcreative
Got a question?@googledave@phcreative
Got a question?@googledave@phcreative
Write or video the processto leverage the resultsonline.
Got a question?@googledave@phcreative
Got a question?@googledave@phcreative
Got a question?@googledave@phcreative
@googledave@phcreative#hdevents
http://www.youtube.com/watch?v=ZUG9qYTJMsIGot a question?@googledave@phcreative
Got a question?@googledave@phcreative
Got a question?@googledave@phcreative
Got a question?@googledave@phcreative
Got a question?@googledave@phcreative
Got a question?@googledave@phcreative
Got a question?@googledave@phcreative
Got a question?@googledave@phcreative
Got a question?@googledave@phcreative
Got a question?@googledave@phcreative
Got a question?@googledave@phcreative
Got a question?@googledave@phcreativeINBOUND MARKETING AND MULTI DEVICE EXPERIENCE
Got a question?@googledave@phcreative
Got a question?@googledave@phcreative
Got a question?@googledave@phcreative
@googledave@phcreative
Got a question?@googledave@phcreativeCONVERSION RATE OPTIMISATION (CRO)
CONTENT EXPERIMENTS CONTINUOUS IMPROVEMENT@googledave@phcreative
Got a question?@googledave@phcreativeWHAT COULD YOU TEST TOIMPROVE YOUR CONVERSIONS?
Got a question?@googledave@phcreativePages Content Traffic DeviceLanding pages Copy / Message Organic DesktopData Capture ...
Got a questions...?@googledave@phcreativeINBOUND MARKETING ECO-SYSTEM
Got a questions...?@googledave@phcreativeFUTURE PROOFING YOUR INBOUND STRATEGY
Got a questions...?@googledave@phcreativeFUTURE PROOFING YOUR INBOUND STRATEGY
Got a questions...?@googledave@phcreativeFUTURE PROOFING YOUR INBOUND STRATEGY
Got a questions...?@googledave@phcreativeFUTURE PROOFING YOUR INBOUND STRATEGY
Got a questions...?@googledave@phcreativeFUTURE PROOFING YOUR INBOUND STRATEGY
Got a questions...?@googledave@phcreativeFUTURE PROOFING YOUR INBOUND STRATEGY
Got a questions...?@googledave@phcreativeFUTURE PROOFING YOUR INBOUND STRATEGY
Got a questions...?@googledave@phcreativeFUTURE PROOFING YOUR INBOUND STRATEGY
Got a question?@googledave@phcreative
THANKS FOR LISTENINGQUESTIONS AND ANSWERSGot a question?@googledave@phcreative
Inbound Marketing Workshop Chartered Institute of Marketing
Inbound Marketing Workshop Chartered Institute of Marketing
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Inbound Marketing Workshop Chartered Institute of Marketing

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Inbound marketing workshop for the Northern CIM conference

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  • Interflora example90 day penanlty
  • Magic momentsHope street hotel – bar storyWhat happened afterwards?!Give you customers a ‘digital hug’
  • Ask themListen in the channels – linked groups? Forums – question are like a gift of a brief
  • Personal recommendationsAmazon – 8 reviews are more, 60% improvement in conversions
  • Sir Richard…. Would you mind
  • DSC – Mike DubinMarch 2012Up against the might of Gillette and BicHelping him aquitre funding with a funding  10 million views on YouTube – which 2nd search engine260,000 people on G+100,000 likes on FB30000 on twitter Imagine how many communites the can now tap into, research, reach, amplifications, new business, R&D,  Point is a low cost video can have a huge effect if you think differently – it doesn’t have to by Speilberg production – need thoughts and some care
  • Nationwide LinkedIn Story
  • Transcript of "Inbound Marketing Workshop Chartered Institute of Marketing "

    1. 1. Got a question?@googledave@phcreativeINBOUND MARKETINGCHARTERED INSTITUTE OF MARKETING
    2. 2. Got a question?@googledave@phcreativeWhat is the DefinitionInbound Marketing?
    3. 3. Got a question?@googledave@phcreativeInbound Marketing:“A marketing strategy that places youin front of customers during theirdiscovery and research phase -throughout the buying cycle”
    4. 4. Got a question?@googledave@phcreativehttp://www.ph-creative.com/blog/posts/2013/june/know-your-seo-from-your-elbow-using-the-best-tools-for-the-job.aspx
    5. 5. Got a question?@googledave@phcreativeNAME SOMEINBOUND MARKETING ACTIVITIES
    6. 6. http://moz.com/blog
    7. 7. Got a question?@googledave@phcreativeINBOUND MARKETING:A CUSTOMER JOURNEY
    8. 8. Got a question?@googledave@phcreative
    9. 9. Got a question?@googledave@phcreative
    10. 10. Got a question?@googledave@phcreative
    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 questions...?@googledave@phcreativeINBOUND MARKETING BUYING CYCLE
    17. 17. Got a question?@googledave@phcreative
    18. 18. Got a question?@googledave@phcreativeBUT IT TAKES EFFORT.
    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@phcreativeName SEO activities?
    23. 23. OLD SCHOOL SEOOver optimisationUnnatural contentUnnatural linksKeyword stuffingPoor user experienceLeads to the darkside!Got a question?@googledave@phcreative
    24. 24. PANDA AND PENGUINS MAKE THIS HAPPENGot a question?@googledave@phcreative
    25. 25. Got a question?@googledave@phcreative
    26. 26. GOOGLE HAVE A„JEDI‟COUNCILGot a question?@googledave@phcreative
    27. 27. OVER 200 FACTORS INFLUENCE YOUR SEORelevancy (on page SEO)• Focus on your users, give them what they want• Freshness of content – how often do you change yours?• Content strategy, evolves, purposeful, hot topics, contagious• Don’t spam, keyword stuffRecommendation (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 actionExperience (Google Panda)• 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
    28. 28. Got a questions...?@googledave@phcreativeCONVERGANCE OF INBOUND MARKETING
    29. 29. IF CARLSBERGDID NETWORKINGGot a question?@googledave@phcreative
    30. 30. WHO WOULD YOU „WANTBEHIND 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
    31. 31. • 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!@googledave@phcreative
    32. 32. Got a question?@googledave@phcreativeSOCIAL MEDIA STRATEGY
    33. 33. Got a question?@googledave@phcreativeGOOGLE + SOCIAL AND IDENTITY ENGINE
    34. 34. WHY YOU NEED USE GOOGLE+Get your content read and ranking faster• Faster indexing of your content – make it relevantto your candidates• Extended circles, means you influence yourfollowers and theirsAuthorship Tag = Identity• Have you set yours up?AuthorRank is coming!• How authoritive and interesting are you to youraudience?• Share-ability of authors content• Number of people in your circles and how manyyou are in• Engagement levels of your contentGot a question?@googledave@phcreative
    35. 35. AUTHORSHIP IN PRACTICEGot a question?@googledave@phcreative
    36. 36. @googledave@phcreative
    37. 37. Got a question?@googledave@phcreative
    38. 38. Got a question?@googledave@phcreativeWHAT ARE PERSONAS?
    39. 39. PERSONA MAPPINGGot a question?@googledave@phcreative
    40. 40. Got a question?@googledave@phcreativeCONTENT PILLARS
    41. 41. Got a question?@googledave@phcreative
    42. 42. Got a question?@googledave@phcreative
    43. 43. Got a question?@googledave@phcreative
    44. 44. In association with Mersey Maritime
    45. 45. In association with Mersey Maritime
    46. 46. Got a question?@googledave@phcreativeLIST DIFFERENT TYPES OFONLINE CONTENT?
    47. 47. @googledave@phcreative#HDevents
    48. 48. 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. Got a question?@googledave@phcreative
    54. 54. Write or video the processto leverage the resultsonline.
    55. 55. Got a question?@googledave@phcreative
    56. 56. Got a question?@googledave@phcreative
    57. 57. Got a question?@googledave@phcreative
    58. 58. @googledave@phcreative#hdevents
    59. 59. http://www.youtube.com/watch?v=ZUG9qYTJMsIGot a question?@googledave@phcreative
    60. 60. Got a question?@googledave@phcreative
    61. 61. Got a question?@googledave@phcreative
    62. 62. Got a question?@googledave@phcreative
    63. 63. Got a question?@googledave@phcreative
    64. 64. Got a question?@googledave@phcreative
    65. 65. Got a question?@googledave@phcreative
    66. 66. Got a question?@googledave@phcreative
    67. 67. Got a question?@googledave@phcreative
    68. 68. Got a question?@googledave@phcreative
    69. 69. Got a question?@googledave@phcreative
    70. 70. Got a question?@googledave@phcreativeINBOUND MARKETING AND MULTI DEVICE EXPERIENCE
    71. 71. Got a question?@googledave@phcreative
    72. 72. Got a question?@googledave@phcreative
    73. 73. Got a question?@googledave@phcreative
    74. 74. @googledave@phcreative
    75. 75. Got a question?@googledave@phcreativeCONVERSION RATE OPTIMISATION (CRO)
    76. 76. CONTENT EXPERIMENTS CONTINUOUS IMPROVEMENT@googledave@phcreative
    77. 77. Got a question?@googledave@phcreativeWHAT COULD YOU TEST TOIMPROVE YOUR CONVERSIONS?
    78. 78. Got a question?@googledave@phcreativePages Content Traffic DeviceLanding pages Copy / Message Organic DesktopData Capture Call to action PPC TabletLive chat Promotion Social media SmartphoneSales funnels Colours Affiliate SMART TVShopping cart Social proof Geography Google GlassTemplate style Video Wend v Wday Voice searchSqueeze pages Images New & repeatInteractive/Flash Long vs short DemographicsDynamic Buttons Behavioural
    79. 79. Got a questions...?@googledave@phcreativeINBOUND MARKETING ECO-SYSTEM
    80. 80. Got a questions...?@googledave@phcreativeFUTURE PROOFING YOUR INBOUND STRATEGY
    81. 81. Got a questions...?@googledave@phcreativeFUTURE PROOFING YOUR INBOUND STRATEGY
    82. 82. Got a questions...?@googledave@phcreativeFUTURE PROOFING YOUR INBOUND STRATEGY
    83. 83. Got a questions...?@googledave@phcreativeFUTURE PROOFING YOUR INBOUND STRATEGY
    84. 84. Got a questions...?@googledave@phcreativeFUTURE PROOFING YOUR INBOUND STRATEGY
    85. 85. Got a questions...?@googledave@phcreativeFUTURE PROOFING YOUR INBOUND STRATEGY
    86. 86. Got a questions...?@googledave@phcreativeFUTURE PROOFING YOUR INBOUND STRATEGY
    87. 87. Got a questions...?@googledave@phcreativeFUTURE PROOFING YOUR INBOUND STRATEGY
    88. 88. Got a question?@googledave@phcreative
    89. 89. THANKS FOR LISTENINGQUESTIONS AND ANSWERSGot a question?@googledave@phcreative
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