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

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

Inbound Marketing Workshop Chartered Institute of Marketing Presentation Transcript

  • 1. Got a question?@googledave@phcreativeINBOUND MARKETINGCHARTERED INSTITUTE OF MARKETING
  • 2. Got a question?@googledave@phcreativeWhat is the DefinitionInbound Marketing?
  • 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. 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. Got a question?@googledave@phcreativeNAME SOMEINBOUND MARKETING ACTIVITIES
  • 6. http://moz.com/blog
  • 7. Got a question?@googledave@phcreativeINBOUND MARKETING:A CUSTOMER JOURNEY
  • 8. Got a question?@googledave@phcreative
  • 9. Got a question?@googledave@phcreative
  • 10. Got a question?@googledave@phcreative
  • 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 questions...?@googledave@phcreativeINBOUND MARKETING BUYING CYCLE
  • 17. Got a question?@googledave@phcreative
  • 18. Got a question?@googledave@phcreativeBUT IT TAKES EFFORT.
  • 19. Got a question?@googledave@phcreative
  • 20. Got a question?@googledave@phcreative
  • 21. Got a question?@googledave@phcreative
  • 22. Got a question?@googledave@phcreativeName SEO activities?
  • 23. OLD SCHOOL SEOOver optimisationUnnatural contentUnnatural linksKeyword stuffingPoor user experienceLeads to the darkside!Got a question?@googledave@phcreative
  • 24. PANDA AND PENGUINS MAKE THIS HAPPENGot a question?@googledave@phcreative
  • 25. Got a question?@googledave@phcreative
  • 26. GOOGLE HAVE A„JEDI‟COUNCILGot a question?@googledave@phcreative
  • 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. Got a questions...?@googledave@phcreativeCONVERGANCE OF INBOUND MARKETING
  • 29. IF CARLSBERGDID NETWORKINGGot a question?@googledave@phcreative
  • 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. • 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. Got a question?@googledave@phcreativeSOCIAL MEDIA STRATEGY
  • 33. Got a question?@googledave@phcreativeGOOGLE + SOCIAL AND IDENTITY ENGINE
  • 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. AUTHORSHIP IN PRACTICEGot a question?@googledave@phcreative
  • 36. @googledave@phcreative
  • 37. Got a question?@googledave@phcreative
  • 38. Got a question?@googledave@phcreativeWHAT ARE PERSONAS?
  • 39. PERSONA MAPPINGGot a question?@googledave@phcreative
  • 40. Got a question?@googledave@phcreativeCONTENT PILLARS
  • 41. Got a question?@googledave@phcreative
  • 42. Got a question?@googledave@phcreative
  • 43. Got a question?@googledave@phcreative
  • 44. In association with Mersey Maritime
  • 45. In association with Mersey Maritime
  • 46. Got a question?@googledave@phcreativeLIST DIFFERENT TYPES OFONLINE CONTENT?
  • 47. @googledave@phcreative#HDevents
  • 48. 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. Got a question?@googledave@phcreative
  • 54. Write or video the processto leverage the resultsonline.
  • 55. Got a question?@googledave@phcreative
  • 56. Got a question?@googledave@phcreative
  • 57. Got a question?@googledave@phcreative
  • 58. @googledave@phcreative#hdevents
  • 59. http://www.youtube.com/watch?v=ZUG9qYTJMsIGot a question?@googledave@phcreative
  • 60. Got a question?@googledave@phcreative
  • 61. Got a question?@googledave@phcreative
  • 62. Got a question?@googledave@phcreative
  • 63. Got a question?@googledave@phcreative
  • 64. Got a question?@googledave@phcreative
  • 65. Got a question?@googledave@phcreative
  • 66. Got a question?@googledave@phcreative
  • 67. Got a question?@googledave@phcreative
  • 68. Got a question?@googledave@phcreative
  • 69. Got a question?@googledave@phcreative
  • 70. Got a question?@googledave@phcreativeINBOUND MARKETING AND MULTI DEVICE EXPERIENCE
  • 71. Got a question?@googledave@phcreative
  • 72. Got a question?@googledave@phcreative
  • 73. Got a question?@googledave@phcreative
  • 74. @googledave@phcreative
  • 75. Got a question?@googledave@phcreativeCONVERSION RATE OPTIMISATION (CRO)
  • 76. CONTENT EXPERIMENTS CONTINUOUS IMPROVEMENT@googledave@phcreative
  • 77. Got a question?@googledave@phcreativeWHAT COULD YOU TEST TOIMPROVE YOUR CONVERSIONS?
  • 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. Got a questions...?@googledave@phcreativeINBOUND MARKETING ECO-SYSTEM
  • 80. Got a questions...?@googledave@phcreativeFUTURE PROOFING YOUR INBOUND STRATEGY
  • 81. Got a questions...?@googledave@phcreativeFUTURE PROOFING YOUR INBOUND STRATEGY
  • 82. Got a questions...?@googledave@phcreativeFUTURE PROOFING YOUR INBOUND STRATEGY
  • 83. Got a questions...?@googledave@phcreativeFUTURE PROOFING YOUR INBOUND STRATEGY
  • 84. Got a questions...?@googledave@phcreativeFUTURE PROOFING YOUR INBOUND STRATEGY
  • 85. Got a questions...?@googledave@phcreativeFUTURE PROOFING YOUR INBOUND STRATEGY
  • 86. Got a questions...?@googledave@phcreativeFUTURE PROOFING YOUR INBOUND STRATEGY
  • 87. Got a questions...?@googledave@phcreativeFUTURE PROOFING YOUR INBOUND STRATEGY
  • 88. Got a question?@googledave@phcreative
  • 89. THANKS FOR LISTENINGQUESTIONS AND ANSWERSGot a question?@googledave@phcreative