Using Inbound Marketing To Build Your Business
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Using Inbound Marketing To Build Your Business

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This presentation was shared during a webinar by the Grow Socially team on July 24th, 2012....

This presentation was shared during a webinar by the Grow Socially team on July 24th, 2012.

The content throughout the webinar is designed to help companies effectively use inbound marketing tactics to achieve their business objectives.

The presentation covered items such as:
- Social Media
- Search Engine Optimization (SEO)
- Website Design
- And more!

Matt Sullivan also shared some of the practical ways that companies can use Grow Socially's services to achieve success with inbound marketing.

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  • Welcome to today’s webinar! Thank you for joining us.
  • A few quick housekeeping notes before we get started
  • Brief introduction… Myself, jasonp…. Matt , do you want to tell people a bit about what you do here at Grow Socially?
  • Now, many of these channels can still be effective. But the point of today’s webinar is that we can no longer solely rely on them to increase awareness, buzz, and generate leads
  • So, these stats, the social media stats, are amazing… Think about someone’s behavior on Google. People here that I work with, they know the website address, but yet I still see them go to Google and search for the product by name.If some of yoru customers and prospects are doing that, wow! Are you checking that……Your overall marketing efforts!Specifically, inbound marketing.
  • Ask Matt: what really is inbound marketing? What does it mean for a business?
  • So here’s where we tie in inbound marketing to business. We are not trying to tell you to just be on Facebook, or Twitter, or to post pictures of your employees and company outings. Those efforts need to be tied into your other marketing/business objectives,.. To generate traffic, inquiries, leads, and sales.If they are not doing that, then something needs to change.This often isn’t the case because someone puts social media in a silo, with someone whose “good with Facebook” but disconnected from the rest of the business.It works!Increase Awareness & Drive InquiriesReach More Customers & ProspectsSell more things!
  • It really starts with how we view it… Do we just view it as one of these things? Or something else entireley? Perhaps something that’s a way for us to simply share the latest blog post URL.It has to be about more than that.How people communicate, Target like-minded prospects, Communicate with customersWhy use social media?More prospects to sell toGenerate interest in your brandBuild your brandLoyaltyPosition your companyCustomer ServiceAnother Channel
  • Kodak, diners club, Polaroid, Montgomery ward Need to reinvent themselves1-3 years to reinvent themHave Sales Reps OnlineShare Case Studies OnlineAnswer QuestionsSend Requested InformationFollow UpConnect
  • Lots of ways to measure social media success, so make sure you determine your key metrics BEFORE you get started. I recommend picking three solid metrics to track. Appropriate metrics differ based on what your objective is for the program.
  • Provide keywords in the Company descriptionAdd your Products & ServicesUpdate the Company Status frequentlyMatt will talk about the various features here… Mention advertisements as well!
  • Talk about Timeline, cover imagesTalk about the 4 boxes you can highlight… considerations
  • Talk aobut value of pictures, getting Likes, … how it helpss Edge Rank… which will make your other posts get shownHovering over the # of likes… see organic vs. viral search (matt has slide)
  • Benefits of facebook ads.. Affordable, most effectiveAsk Matt about specific types of facebook ads that have worked for businessesTarget your competitors
  • One of the key things that we see when it comes to Twitter success---- you have to engage on a personal and professional level.It’s important to have a company page, but we’ve seen the most success by also having our employees with personal pages . Of course, we want them sharing our content, content that will appeal to our customers and prospects, engaging with our audience, etc… but also building relationships!
  • Thoughts from matt: companies aren’t creating enogh … not taking the steps tp create and edit and publishPutting the URL in the description up top to drive traffic… and then measureFill out your tags! Keywords in description.Don’t just upload and hope people find it! You have to activelyh promote it and share across other channels, in an integrated campaign !
  • Pictures of employees, jobs that you’ve produced, on the road shows, apps that you love, etc.Connect with clients that are already therePost pictures of your job samples, creative outputs, marketing collateral, and other pieces that you are proud of.Showcase employees – management and day-to-day!Claim your branded username today!Avoid uploading directly to Pinterest – Pin photos from your website and blog to drive traffic.Focus on creating and sharing helpful content that your customers will benefit from… and that will visually appeal to them!-------Can it drive business? If yoursignifcant other is on Pinterest, check your credit card statements.
  • This slide wraps up the social media section!
  • Social-friendly, searchableInteractiveBlogsCommentsLanding PageeNewsletter Sign-UpsWidgetsCalls to action for people to raise their hand
  • TALK about the importance of mobile here…. Then.Before we leave this slide.. This wraps up our section on WEBSITE improvements.. Here are some wrap-up tipsAnalyze how much time you spend on it today; most likely, it’s not enough!Your website needs to be integrated into all of your marketing efforts, incuding print, email, social media, and more.
  • SEO Best PracticesKeyword UsageContent Rules!Inbound LinksMobile
  • Improves SEONarrows down what your site is aboutThe more, the better
  • What about items to avoid?Ask Matt what he thinks about these tactics: Buying LinksOver-using/forcing keywords – content should sound naturalAdding so much content that your page load-times suffer.
  • Smartphone ownership and mobile web viewing continues to rise!Google is rewarding sites that have mobile websites in its AdWords program

Using Inbound Marketing To Build Your Business Using Inbound Marketing To Build Your Business Presentation Transcript

  • Grow Socially Webinar Tuesday, July 24th, 2012 Using Inbound Marketing to Build Business Matt Sullivan and Jason PintoUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Housekeeping Notes• Recording Will Be Sent Via Email• Submit Any Questions or Problems• Connect with us: @JasonPinto @Matt_Sully @GrowSocially #GSWebinar• P.S. Thank you for joining us!Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Today’s Overview• Brief Introductions• The Marketing Landscape• How You Can Find Social Media Success• Your Website: From a Static Brochure to a Sales Tool• SEO: Getting Found to Make Sales• Final Thoughts and QuestionsUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Brief IntroductionsUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Introduction: Our Companies► Grow Socially ► Online Marketing/Social Media ► Plan, Manage, Execute and Measure► interlinkONE ► Enterprise Marketing Management Software ► Online Ordering, Inventory Management, FulfillmentUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Introductions: Who We Are• Jason Pinto – @JasonPinto – jasonp@interlinkONE.com• Matt Sullivan – @Matt_Sully – MattS@GrowSocially.comUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • The Marketing LandscapeUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Marketing Used to Be “Easier”!Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Online Marketing Statistics 900 Million Users on Facebook 400 Million Tweets Sent Per Day 72+ Hours of Video Uploaded every minute 170 million users 12 million users… and it’s addictive! 50 million users… and sold for $1 billion! NOTE: As of July 2012: http://www.mediabistro.com/alltwitter/social-media-users_b22556Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • By the Numbers: Google• 34,000 searches per second• 2 million per minute• 121 million per hour• 3 billion per day• 88 billion per month Source: http://searchengineland.comUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • What is Inbound Marketing?“Inbound marketing isa marketing strategythat focuses onattracting prospectivecustomers by offeringuseful information.” http://en.wikipedia.org/wiki/Inbound_marketingUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Inbound Goal: Drive INQUIRIES!Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • How YOU Can Find Social Media SuccessUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • How do you view Social Media?• Community• Conversation• Networking• Marketing• Relationships• Customer Service• Immediate Information• PlatformUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Optimize / Social Friendly Get Noticed eNewsletter Sign-Ups White Papers Offers Emails Polls Blogs Landing Pages Engage and Nurture Engage and Nurture Start with MKTG Integrated Multi-Channel Marketing PlanAction - Publish - Engage - Converse - Share - Product? Social Media - Blogging - Analytics - Service? Content Mgmt - SEO Asset? Using Inbound Marketing to Build Business Grow Socially Copyright 2012
  • Plan! Strategy before Tactics! Step 1: Describe the Business, Service, Solution Step 2: Business, Service, Solution Goal Step 3: Where Is the Audience Cyclically? Step 4: How Does the Audience Use Social Media? Step 5: The One Thing Step 6: How Will You Humanize the Brand Step 7: Content Resource and Distribution Strategy Step 8: How Will You Measure Success?Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • More than a PR service! Focus on Conversations• Twitter – Hashtags – Retweets – Twitter Chats• Facebook: – Questions/Polls – Invite Comments!• LinkedIn – Groups – Discussions• BlogUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Social Reach / Viral MarketingUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • How to Measure Success?• How many – Downloads – eNewsletter Sign-Ups – Blog Comments – Questions – Shared Links – Re-Tweets – Followers – Site TrafficUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Next… Specific Business Building Tips• LinkedIn• Facebook• Twitter• YouTube• Foursquare• Pinterest Using Inbound Marketing to Build Business Grow Socially Copyright 2012
  • LinkedIn Tip: Update your Status Daily!Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • LinkedIn Tip: Complete Your ProfileUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • LinkedIn: Company PageUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • LinkedIn: Answers FeatureUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Facebook: Don’t Ignore Above the Fold!Creating a page simply involves:• Logo• Name• Content Using Inbound Marketing to Build Business Grow Socially Copyright 2012
  • Facebook: Post a Variety of ContentUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Facebook Advertisements Can Work! Target Facebook Users to Reach Your Target Audience!Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Twitter: Personal and Company ProfilesUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Twitter: Advanced Search Feature https://twitter.com/search-advancedUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Tip: FollowerWonk.com to Find PeopleUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • YouTube: Tips for Success• Feature variety of employees, mix up the tone• Experiment with different backdrops, scenes, etc.Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Foursquare: Location-Based MarketingUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Pinterest: Buzz-worthy or Goal-Achiever?• Visually tell the story of your brand!Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Don’t Forget! Align Tactics with Goals Tactic Goal Key Steps Facebook Fan page Increase awareness of Post once a day; Custom services, generate leads Tab for demo registration Twitter company page Become a thought leader, Post multiple times daily; provide support share marketing-related news; active listening YouTube Profile Humanize brand; create Film weekly video of demand employee(s); create screencasts of customer successes Pinterest Drive website traffic! Create boards to highlight portfolio workUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Your Website: From a Static Brochure to a Sales ToolUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Problem with Many Websites Today• They are not updated frequently enough.• The graphics, product & services listings, and text do not accurately reflect a brand’s mission statement.• They are not generating leads.Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Remember: The Website is Home Base! Integrating content creation, distribution, customer engagement, and measurement of your marketing efforts can increase campaign effectiveness.Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Website Review: Online Marketing AuditUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Step 1: Your Target Audience• What benefits them? – It’s not your equipment. – It’s the solutions & value that your people and equipment provide – Make changes to pictures, front-facing content, benefit listings.Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Step 2: The Change Process• What is the Process for Making Changes & Adding Content?• Do you always need IT (in-house or outsourced) involvement?• If so, consider making a change – CMS, different host provider.Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Step 3: Lead Generation• How many leads does your website today?• If it’s not enough, embed more lead- generation forms!• Add calls-to- action to all pages!Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Step 4: Mobile Optimized• Do visitors have to tap, zoom, scroll?• Is there Flash?• How long is loading time?• Build a mobile website today!Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • SEO: Getting Found to Make SalesUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • What is Search Engine Optimization?• Getting found!• Using specified keywords• Consistently updating your content• Using links to and from other pages and websitesUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Keyword Usage• Build a well-researched list of keywords• Incorporate in your content: – Page Titles (H1, H2 tags) – Website copy – Meta description – Image Names (Alt tags)• Use throughout all content distributionUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Use Google Analytics to Understand ImpactUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Content Rules!• Google rewards fresh content --- update your website regularly!• Create & provide content that informs, helps, and interests your audience!• Best way to do this: start blogging.Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Inbound Links• You want: inbound links from high-authority sites (trusted, popular, PR, etc.) with relevant content.• How do you get them? – Create share-worthy & timely content! – Ask! Link-exchange – Comment on other blogs – Increase PR strategy and effortsUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Blogs: Crucial to SEO Success• Humanizing• Improves SEO – Keywords – Links – Updated Information• Give Expertise• Updates on Company Activities• Sharing InformationUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Be Ready for Mobile Search with a Mobile Site! • Create a mobile website that is automatically presented to the growing number of smartphone owners! • Tip: http://iFlyMobi.com!!!Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Measuring Your Success Tools: Google Analytics Social MediaUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Final Thoughts and QuestionsUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Success Depends on All of These Items!Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • This Takes Planning: Calendar #1 Announce Mail -Send out on website Monthlyflyers to Newsletterclients Email eNewsletter (Announce) Tell Expo Event colleagues 8AM-6PM you’re attending Send thank Enter new you cards contacts in Excel
  • This Takes Planning: Calendar #2 Create Announce Announce on Mail - Send out Post, Link on website & Monthly flyers to back to Newsletter clients website Comment on Connect with Share event Email event’s Keynote article on eNewsletter page Speakers on (Announce)Announce Tell Share event Join in on Expo Eventbooth # colleagues article on event’s 8AM-6PMwith you’re hashtagvideo post attending Send thank Enter newFollow-Up Share Friend new you cards contacts inwith speaking contacts on ExcelPost & Post presentationPictures on
  • Inbound and Outbound Marketing Work Together COMPANY WEBSITE Social Whitepapers, Media eBooks 3500 Downloads Visitors SEO eNewsletter Sign-UpsDM/Flyer 2000 Visitors Comments & Questions on CRM E-mail Blog 800 Links Visitors Info/Inquiries Other 100 Webinar Visitors Sign-Ups Using Inbound Marketing to Build Business Grow Socially Copyright 2012
  • Wrap Up• Start with a Plan• Create a Online Marketing Strategy• Incorporate Your Social Media, SEO and Website• Measure the Results!Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Resources for You► Free White Paper on Inbound Marketing!► http://InboundMarketingWhitePaper.comUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Grow Socially Service OfferingsStrategic Marketing Planning Branding Consultation• Phased Approach • Three options for new look• Due Diligence and feel• Create Road Map • Messaging and Positioning• Deliverable is a two year • Incorporate into all plan including resource marketing channels projections Using Inbound Marketing to Build Business Grow Socially Copyright 2012
  • Grow Socially ServicesSocial Media Marketing Website Consulting & Design• Management • Analytics• Planning • Functionality• Analytics • EngagingConsulting Search Engine Optimization• Strategic Marketing Plans • SEO Grader• Business Plans • Improve Keywords• Ad Campaigns • Increase Organically• Social Media AuditsUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • More Resources for You► http://GrowSocially.com► http://interlinkONE.com► http://iFlyMobi.com► http://Twitter.com/GrowSociallyUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Contact Grow Socially► MattS@GrowSocially.com► Sales@GrowSocially.com► 1.800.948.0113► Twitter.com/GrowSociallyUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • THANK You! Have a great afternoon.Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012