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Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
Inbound Marketing: Get Started & Generate Quick Wins
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Inbound Marketing: Get Started & Generate Quick Wins

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Does your online marketing need a boost? Here is your ultimate guide to getting started with inbound marketing and start generating some quick wins.

Does your online marketing need a boost? Here is your ultimate guide to getting started with inbound marketing and start generating some quick wins.

Published in: Marketing, Business, Technology
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  • 1. Inbound Marketing ! Get Started & Generate Quick Wins Presented by Bob Ruffolo! Founder & CEO, IMPACT Branding & Design LLC
  • 2. Impactbnd.com! Bob Ruffolo! Founder & CEO •  IMPACT is Platinum HubSpot Agency, recognized as one of the top inbound marketing agencies in the country. •  Started the agency out of a spare bedroom in 2009, now has a team of 35 employees.
  • 3. Impactbnd.com! WEBSITE?! BLOG?! Blogged in the last 30 days? EMAIL MARKETING?! Using an email marketing platform? Beforewegetstarted. SOCIAL MEDIA? (for business)! Posted on social media in last 7 days? GENERATING INBOUND LEADS?! GOOGLE ANALYTICS?! Reviewing results at least once a month?
  • 4. Impactbnd.com! Know 2 Things! Understand your Customers and your Target Prospects
  • 5. Impactbnd.com! Understand your Customers and your Target Prospects! •  What are they researching online when looking for services like yours? •  How are they using search to do this research? (i.e. What are their search terms?) •  Where they get their information? (i.e. trusted resources) •  What social media accounts do they follow?
  • 6. Impactbnd.com! Know 2 Things! Understand your Customers and your Target Prospects Content is the Key to Having Success Online
  • 7. Impactbnd.com! CONTENT Content is the Key to Having Success Online •  “The average buyer consumes more than 10 pieces of content before making a purchase decision.” Google’s Zero Moment of Truth. / •  “If your content is not part of that mix, odds are you will be left out of that process.” •  “Content marketing may in fact be one of the best tools for customer acquisition.” •  The more content you have available online, the more opportunities you have to be found.
  • 8. Impactbnd.com! To Start Generating Some Quick Wins With Your Online Marketing 15 Ways!
  • 9. Impactbnd.com! 1! Start a Blog!
  • 10. Impactbnd.com! Start a Blog! •  Very simple platform for publishing articles online •  Technical setup is easy •  Articles can be short (300 words) •  Share stories (rickroberge.com) •  Article titles matter (search vs. social) •  Share. Tell your connections about your articles •  Impactbnd.com/blog •  Hire a freelance writer if needed 1!
  • 11. Impactbnd.com! Start a Blog!1! Is Doug Smith
 in the room?! Pro: ! Awesome blog title! Con: ! Only one article?
  • 12. Impactbnd.com! Start a Blog!1! •  Break up the content •  Include internal links •  Include social media share buttons •  Optimize the title to be either for search friendly or more attractive for social media. •  “Should I Abandon Bonds? The Answer is…” Is Brenda Wenning
 in the room?!
  • 13. Impactbnd.com! 2! RepurposeYour
 Available Content!
  • 14. Impactbnd.com! •  Time: The biggest excuse for not creating content. •  You probably already have content you can repurpose: •  Long emails written to clients •  Content that was created by business affiliates available for use •  Past PowerPoint presentations •  Tools or calculators you’ve developed (Excel spreadsheets) •  Recorded speaking engagements •  Text used in proposals or agreements that can be generalized •  Facts, statistics, and quotes that you’ve come across •  Checklists or guides you’ve developed 2! Repurpose Your Available Content
  • 15. Impactbnd.com! 2! Repurpose Your Available Content
  • 16. Impactbnd.com! 2! Repurpose Your Available Content
  • 17. Impactbnd.com! 3! Create a ! Consultation ! Page with Value!
  • 18. Impactbnd.com! Create a Consultation Page with Value! •  One page that describes: •  Who you are •  What you do •  How an interested prospect gets started •  What value you provide in your first interaction •  Why there is no risk in a conversation •  Include a form so visitors can convert. 3!
  • 19. Impactbnd.com! Create a Consultation Page with Value!3!
  • 20. Impactbnd.com! 4! Increase ! Conversion Points ! onYour Website!
  • 21. Impactbnd.com! Increase Conversion Points on Your Website •  Mix in links to your consultation page. •  “When I talk to first time investors, one of the first things I tell them…” •  At the end of an article, bridge the content that they just read to the consultation you want to give them. •  “If you’re struggling with [insert here], you are not alone. I speak with dozens of people like you a week and don’t fear, it can be overcome. I’ve helped my clients do this by [insert here]. If this is something you’re struggling with, talk to me, I’m here to help.” 4!
  • 22. Impactbnd.com! Increase Conversion Points on Your Website4! •  Tie the article content into how you could help them. •  Include a profile picture to make it more personal. •  Direct them to a landing page, such as a consultation page.
  • 23. Impactbnd.com! Increase Conversion Points on Your Website4! Use graphical CTA’s for more emphasis where appropriate. !
  • 24. Impactbnd.com! 5! GateYour ! Best Content!
  • 25. Impactbnd.com! Gate Your Best Content •  Gate webinars, ebooks, data, reports, checklists, etc. •  Two huge benefits of gating your content: •  Capture leads earlier in their buying process •  Build your contact database •  Use landing pages to gate content 5!
  • 26. Impactbnd.com! Gate Your Best Content5!
  • 27. Impactbnd.com! Gate Your Best Content5!
  • 28. Impactbnd.com! 6! ImproveYour Homepage Message: Start With The “Why”!
  • 29. Impactbnd.com! Start with the “Why”! •  Deliver a clear message to your audience. •  Start with “why” you do what you do, not “what you do”: •  Your purpose •  Your cause or your belief •  Why does your company exist? •  Why do you get out of bed every morning? •  Why should anyone care about you? •  “We impact lives, both professionally and personally, by helping people grow their businesses with inbound marketing.” ! 6!
  • 30. Impactbnd.com! Start with the “Why”!6!
  • 31. Impactbnd.com! Start with the “Why”!6!
  • 32. Impactbnd.com! Start with the “Why”!6!
  • 33. Impactbnd.com! Start with the “Why”!6!
  • 34. Impactbnd.com! 7! ImproveYour Basic SEO!
  • 35. Impactbnd.com! Improve Your Basic SEO! •  In the most basic terms, if you want to rank for a particular search term (keyword), you need to optimize your website for it. •  You do this by implementing SEO best practices. •  Title tags, especially on the homepage and important subpages. •  URLs •  Header tags (H1 tags) •  Meta descriptions •  Doing the basics of SEO doesn’t require an expert. 7!
  • 36. Impactbnd.com! Improve Your Basic SEO!7! •  Suggestion: Change title tag to “Investment Management in Greenville SC | Parallel Financial.”
  • 37. Impactbnd.com! Improve Your Basic SEO!7!
  • 38. Impactbnd.com! Improve Your Basic SEO!7!
  • 39. Impactbnd.com! Improve Your Basic SEO!7! Suggestion: Including a 165 character description of the page that you’re on that includes the keyword you want to rank for.
  • 40. Impactbnd.com! Improve Your Basic SEO!7! Change header to “Retirement Planning Services” Suggestions: ! Change URL to www.denkinvest.com/retirement- planning-services
  • 41. Impactbnd.com! 8! Re-Engage Past Sales Opportunities!
  • 42. Impactbnd.com! Re-Engage Past Sales Opportunities Quickest ways to generate quick results Why re-engage old leads?! •  Chose an alternative service provider / may not be happy. •  Never chose a service provider •  Weren’t educated enough to make a purchasing decision •  Didn’t trust you then, needed to know more about you. •  You have new service offerings 8!
  • 43. Impactbnd.com! Re-Engage Past Sales Opportunities Are you using a CRM to manage leads? 8!
  • 44. Impactbnd.com! 9! Implement Helpful Email Marketing for your Customers!
  • 45. Impactbnd.com! Implement Helpful Email Marketing for your Customers9! Every email should be helpful and should excite the recipient, not confuse them on why they're receiving these messages from you. •  Share helpful content such as your blog articles •  Understand CAN-SPAM Compliance •  Make sure your mailing lists are very targeted •  Keep your mailing lists small and send infrequently •  Closely monitor the results •  Know who is opening and clicking on the emails •  Understand the content topics that your audience is enjoying •  Ask for feedback •  Remove people from the list who don’t open your emails
  • 46. Impactbnd.com! Implement Helpful Email Marketing for your Customers9! Use an email marketing service provider:
  • 47. Impactbnd.com! 10! Create Guest Articles!
  • 48. Impactbnd.com! Create Guest Articles! Tips for guest blogging:! •  Use your network to help make introductions. •  Follow their editorial guidelines if available. Bigger outlets will most certainly have guidelines that will be strictly enforced. •  Make your author bio strong. •  Create attractive / remarkable titles. •  Don’t forget calls to action. 10!
  • 49. Impactbnd.com! Create Guest Articles!10!
  • 50. Impactbnd.com! 10!
  • 51. Impactbnd.com! 11! Create a Helpful YouTube Video!
  • 52. Impactbnd.com! Create a Helpful YouTube Video!11!
  • 53. Impactbnd.com! 12! Create a Free Educational Webinar!
  • 54. Impactbnd.com! Create a Free Educational Webinar!12!
  • 55. Impactbnd.com! Create a Free Educational Webinar!12!
  • 56. Impactbnd.com! 13! Implement Twitter as a Marketing Channel!
  • 57. Impactbnd.com! Implement Twitter as a Marketing Channel! Twitter is a great way to amplify your marketing message. Benefits of Twitter: ! •  Meet potential customers and leads.* •  Track what people are saying about your industry. •  Share and promote content you‘ve created, including articles, webinars, videos, etc. •  Develop direct relationships with bloggers and journalists who can expand your reach. 13!
  • 58. Impactbnd.com! Implement Twitter as a Marketing Channel!13!
  • 59. Impactbnd.com! 14! Set Goals!
  • 60. Impactbnd.com! Set Goals! In a perfect world, what do want to achieve? ! •  A certain number of new customers? •  A dollar value for new annual or monthly revenue? •  A particular number of leads? Make sure your goal is S.M.A.R.T.! 14!
  • 61. Impactbnd.com! Set Goals!14!
  • 62. Impactbnd.com! 15! Measure Goals!
  • 63. Impactbnd.com! Measure Goals ! Make sure you are tracking your progress! 15! Google Analytics is a free service offered by Google that generates detailed statistics about a website's traffic and traffic sources and measures conversions and sales.
  • 64. Impactbnd.com! Before getting started…!
  • 65. Impactbnd.com! •  Start with the content creation types that are easiest for you. •  Pick a few things and do them well. •  Spend some time planning, but make sure you start doing. •  Hire help if you need it. Before getting started…!
  • 66. Impactbnd.com! More advanced?!
  • 67. Impactbnd.com! •  Ramp up your blogging / content creation •  Implement automated emails (auto-responders & lead nurturing) •  Collaborate with complementary firms •  Consider implementing a marketing software to simplify these activities. More advanced?!
  • 68. Impactbnd.com! Bob Ruffolo! IMPACT Branding & Design LLC Founder & CEO (203) 265-4377 rruffolo@impactbnd.com Linkedin.com/in/bobruffolo

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