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[Webinar September 2012] Inbound Marketing: Defining Your Online Strategy to Generate More Business
 

[Webinar September 2012] Inbound Marketing: Defining Your Online Strategy to Generate More Business

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Inbound marketing is the concept of earning the attention and business of prospects and customers through the development of unique content. That can include blogs, videos, enewsletters, SEO, social ...

Inbound marketing is the concept of earning the attention and business of prospects and customers through the development of unique content. That can include blogs, videos, enewsletters, SEO, social media, etc. Creating quality content is hard work, and there is no perfect solution or magic formula, so what works for one company may not work for another. Watch this webinar to learn some best practices that can help you focus on creating successful content and maximize the reach, value and return on your efforts.

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  • http://pewinternet.org/Static-Pages/Trend-Data/Online-Activites-Total.aspxImage http://www.flickr.com/photos/mezdeathhead/By Mez Love
  • Image: http://www.flickr.com/photos/st3f4n/By Stéfanhttp://www.comscore.com/Press_Events/Press_Releases/2010/9/comScore_Releases_August_2010_U.S._Search_Engine_RankingscomScore Explicit Core Search Share Report*August 2010 vs. July 2010 Total U.S. – Home/Work/University LocationsSource: comScore qSearch
  • Image http://www.flickr.com/photos/nicholasjon/10039285/sizes/o/By nicholasjonhttp://totalaccess.emarketer.com/Chart.aspx?R=105978&dsNav=Ro:8,N:1064Chart Title: Time Spent per Day on the Internet According to US Consumers, Oct 2010 (% of respondents) Publication Date: January 12, 2011Topics:Internet UsageGeographies: North America> United StatesSources: The Media Audit
  • http://totalaccess.emarketer.com/Chart.aspx?R=105504&dsNav=Ro:9,N:1064Chart Title: Top 5 Online Activities of US Internet Users, Ranked by Minutes Spent and Share of Time Spent Online, Nov 2010 (billions and % of total) Publication Date: January 11, 2011Topics:Internet UsageMedia ConsumptionSocial Network UsersGeographies: North America> United StatesSources: The Nielsen Company
  • RESEARCH DATA: How B-to-B Buyers Use Search (Google Surprise, Plus 28 Tables & Charts) Feb 06, 2007http://www.marketingsherpa.com/content/?q=node/2568
  • http://www.flickr.com/photos/profete/4940673783/sizes/l/By B.RomainSource: Data from over 1,500 small businesses - http://bit.ly/XDkQV
  • Image http://www.flickr.com/photos/ngmmemuda/4166182931/sizes/l/By Juliana Coutinho
  • http://www.flickr.com/photos/mait/3582113151/sizes/l/By Mait Jüriado
  • Image http://www.flickr.com/photos/netzkobold/http://themetricsystem.rjmetrics.com/2010/01/26/new-data-on-twitters-users-and-engagement/RJMetrics January 26, 2010
  • Social Media is no longer optional. Your presence needs to be strategic and integrated with your overall online marketing message. You need consistent, valuable content delivered daily, weekly.----- Meeting Notes (3/29/12 11:32) -----tie in to SEOSHOW WHAT WE DO.Social Media Impact on RevenueShow specifics - redesigned FB page show tweet
  • ----- Meeting Notes (3/29/12 11:32) -----click tail - where mouse is spentpuzzle pieces - who shops your site and what experience are they having? id personnas?

[Webinar September 2012] Inbound Marketing: Defining Your Online Strategy to Generate More Business [Webinar September 2012] Inbound Marketing: Defining Your Online Strategy to Generate More Business Presentation Transcript

  • Evolving eCommerce: INBOUND MARKETING: The Magento eCommerce Forum DEFINING YOUR ONLINE STRATEGYTO GENERATE MORE BUSINESS SEPTEMBER 2012
  • Ethan Giffin Mack McGee CEO VP Sales & Marketing Groove Commerce Groove Commerce Panelist HostSeptember 2012 Webinar | Magento Marketing: Defining Your Online Strategy to Generate More Business Inbound SEO 2
  • Our goal is to bridge the gap betweenmarketing and technology and deliver auser-friendly, high converting product toeach one of our clients. www.groovecommerce.comServices include: 800.564.9826 • Website Design @GrooveCommerce • Magento Development & Integration • Inbound Marketing Services • Social Media Marketing • Pay Per Click Management • Search Engine Optimization • Email Marketing • Site Analysis • Conversion Consulting September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 3
  • POLL #1 Why Magento?September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 4
  • • What is Inbound Marketing?• How Customer Behavior has Changed• The Elements of Inbound• Creating the Blueprint• Q&A September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 5
  • Outbound Marketing = Where businesses push their outbound messages at consumers. Techniques include direct mail, telemarketing, radio and trade showsSeptember 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 6
  • Inbound Marketing =A set of marketing strategiesand techniques focused onpulling relevant prospects andcustomers towards a businessand its products. September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 7
  • Blogging? Facebook? Twitter? Pinterest? LinkedIn? All the Stuff You’re Told to Do –September 2012 But Why? Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 8
  • But Why?September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 9
  • • Most people know WHAT they do• Some even know HOW they do it• Very few know WHY they do it-Simon Sinek“Start with Why”September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 10
  • September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 11
  • SO HOW HAS CUSTOMER BEHAVIOR CHANGED? AKA “THE WHY” Why Magento?September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 12
  • 78%of Internet users conduct product research online. 13
  • 10.3 Billion searches are conducted every month on Google. 14 SOURCE: COMSCORE, AUGUST 2010
  • of US consumers spend1/3 three or more hours online every day. 15 SOURCE: THE MEDIA AUDIT, OCTOBER 2010
  • US Internet users spend 3x more minutes on blogs & social networks than on email. = 1 MINUTESOCIAL NETWORKS/BLOGS ONLINE EMAIL PORTALS VIDEOS/MOVIES GAMES SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010
  • SOURCE: MARKETING SHERPA, FEBRUARY 6, 2007
  • Companies that blog get55% morewebsite visitors. 18 SOURCE: HUBSPOT, 2010
  • 57%of businesses haveacquired a customerthrough theircompany blog. 19 SOURCE: HUBSPOT, 2011
  • 20SOURCE: HUBSPOT, 2011
  • SOURCE: HUBSPOT, 2011
  • POLL #2 Why Magento?September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 22
  • THE ELEMENTS OF INBOUND Why Magento?September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 23
  • Pay Per Click Search Engine Social Media Optimization Public Conversion Relations Optimization Blogging & Inbound Email Content Nurturing Strategy MarketingSeptember 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 24
  • September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 25
  • Top of the Search Funnel Blogging Engine Pay Per Click Social Media Optimization (TOFU) Middle of Offers & Conversion Email the Funnel Calls to Optimization Nurturing Action (MOFU) Bottom of the Funnel Analytics Hubspot (BOFU)September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 26
  • September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 27
  • • Connect with your most loyal customers • Customer service opportunities • Additional channel for promotions and events • Increase traffic to your site • SEO benefitsSeptember 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 28
  • Increase conversion rates by:• Testing changes in copy, layout, & usability• Making easy for visitors to navigate• Appealing to different types of shoppers• Keeping customers moving through the funnelSeptember 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 29
  • September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 30
  • September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 31
  • September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 32
  • Social Text goes Media Your here Contacts Database Marketing Automation SEOContentCreation Marketing Email & Text Analytics Landing Lead goes Pages Nurturing here September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 33
  • CREATING THE INBOUND BLUEPRINT Why Magento?September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 34
  • Goal Plan Challenges TimelineSeptember 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 35
  • • Monthly Visitors• Leads per Month• Conversion Rate• Marketing Qualified Leads• Email List Size• News Blogs / Comments• Facebook Likes / Shares• Twitter Followers / Retweets September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 36
  • It depends – test test test• How often would you audience want to hear what you provide?• General rules of thumb • Blogs. 1-3x per week • Email. 1-2x per month, depending on quality and content • Social. 1+ per day – more is better, as long as it’s relevantSeptember 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 37
  • • Are You Blogging Enough?• Are You Engaging Enough Socially?• Are You Creating Offers that Convert?• Are You Nurturing Your Leads with Email?• Are You Closing the Loop with Tracking? Creating good content is hard – make it work for you. September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 38
  • POLL #3 Why Magento?September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 39
  • Questions? Contact Us info@groovecommece.com | (888) 924-1951September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 40