UNR Extended Studies Inbound Marketing Class 2

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UNR Extended Studies Inbound Marketing Class 2

  1. 1. Principles and Practices
  2. 2. Keywords/phrases Refine your 4 - 6 keywords or phrases for you/your business that you think you can “own” to improve search results • What kind of research did you do? • What keywords/phrases did you decide on? • Why did you choose them?SOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  3. 3. 1.  Social Media Strategies 2.  Content is King: Creating Content that gets Found and Shared.SOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  4. 4. Principles and Practices
  5. 5. Social Media is a set of Internet tools that facilitates interactive communication and often times the creation and sharing of user- generated content.SOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  6. 6. SOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  7. 7. SOCIAL MEDIA Image from TechnoratiInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  8. 8. SOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  9. 9. SOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  10. 10. SOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  11. 11. • 1 of every 8 minutes online are on Facebook • 750 million active users • 65% of users are 26-64 years old • 45% of users are 35+SOCIAL MEDIA Data from InsideFacebook.comInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  12. 12. • Have a presence for people that are looking for your products/ services • Develop a community around your brand • Connection with current clients and potential clients • Promote your content (blog articles, videos, etc) • Of course, generate business leadsSOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  13. 13. 1.  Share great content 2.  Build your audience 3.  RepeatSOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  14. 14. SOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  15. 15. • Be interactive and engaging; offer something of value (videos, insights, tips, links, contests, sneak peaks) • Ask questions, ask for help • Integrate Facebook with your existing means of communications • Integrate with email list (grow list, grow Facebook network) • Pay attention. Listen.SOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  16. 16. SOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  17. 17. • Average 200 million tweets per day • 250 million active users • 9th largest site in the world • 83% are 26+ years old • 53% are 35+SOCIAL MEDIA Data from InsideFacebook.comInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  18. 18. 1.  Share great content 2.  Build your audience 3.  RepeatSOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  19. 19. Company vs Personal ProfileSOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  20. 20. • One major difference is that most tweets are indexed and can be searched in real time • This gives us the ability to listen and respond in real time • Timing can mean everything in decision makingSOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  21. 21. SOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  22. 22. SOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  23. 23. SOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  24. 24. • Choose keywords/phrases (brand name/products a must) • Use software to track (TweetDeck, Monitter, TweetBeep…) • Narrow geographically • Don’t be creepy • If you can, offer help or something of value • OK to give link to product or discount if they’re in buying phaseSOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  25. 25. SOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  26. 26. • 116 million users • 77% are 25+ years old • 42% are 35+SOCIAL MEDIA Data from Amodiovalerio VerdeInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  27. 27. • Have a presence for people that are looking for you/your company or organization • Develop a community around your brand • Connection with current clients and potential clients • Promote your content (blog articles, videos, presentations, etc) • Of course, generate business leadsSOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  28. 28. 1.  Complete your profile, update quarterly 2.  Grow your network (if you’d accept a business card from them, accept them on LinkedIn) 3.  Use apps to sync up business contentSOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  29. 29. SOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  30. 30. SOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  31. 31. • Another place for your content to be found • YouTube is the 2nd largest search engine • Use keywords • Others can share and embed videoSOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  32. 32. SOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  33. 33. • Peer review sites are important to your business • You shouldn’t post content in the form of reviews for your own business here, but can claim your business and make sure there is accurate information and some consistent language • Encourage customers to share their positive experiences, photos, tips, etc on peer review sites • At the very least, you should pay attentionSOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  34. 34. SOCIAL MEDIA Image from TechnoratiInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  35. 35. SOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  36. 36. SOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  37. 37. • Shouldn’t take all day every day • The cost of social media is paying attention and staying engaged • Decide what’s important and what you’ll measure • You can monitor social media in 15 minutes a daySOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  38. 38. SOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  39. 39.   • Interactions • Page Likes • Wall Posts • Comments • Post LikesSOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  40. 40. SOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  41. 41.   • Questions about your company or your products • Questions about your industry • Requests for help with your company or your products • Complaints or compliments about your company or your products • Mentions of your competitors’ company or products Remember – use keyword monitoring tools to helpSOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  42. 42. SOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  43. 43.   • LinkedIn Answers • Showcase your expertise • Link back to site/white paper/blog • LinkedIn Group Discussions • Respond to something relevantSOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  44. 44.   • Monitor your own blog • Monitor relevant blogs with high authority (Technorati) • Monitor your brand name, keywords, products, etc • You can subscribe to Google Alerts, RSS feeds of blogs, Twitter searches, etc and send them all to a readerSOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  45. 45.   • 4 minutes – log in to Facebook and review your Wall • 3 minutes – scan and flag LinkedIn questions • 4 minutes – scan Twitter chatter about you, your products, your competitor • 5 minutes – scan your feed reader for blog posts, Google Alerts, etc If you have another few minutes to spare, keep record of the effortsSOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  46. 46. • Build relationships • Pay attention (monitor/listen) and engage your network • Give • Provide great content…SOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  47. 47. Questions?SOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  48. 48. Principles and Practices
  49. 49. • The most important job in being successful in inbound marketing • Do not hand it off to an intern, your niece or somebody who isn’t intimately involved in the brand and a strong communicator • Content should be timely, creative, engaging, relevant and above all else – valuable • Content should be strategicCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  50. 50. CREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  51. 51. • So, what do you write about? • How often do you write/create content?CREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  52. 52. • Develop an “editorial calendar” • Create a plan for what you’ll create and when and how you’ll share itCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  53. 53. • What are your business goals/objectives? • What does your brand stand for? • What do your clients want? • Who will create content? Where will we share it? • What design/technology/production/etc will be required?CREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  54. 54. • How about 52 ideas for creating content?CREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  55. 55. Top 5 or Top 10 ListCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  56. 56. 5 Ways To or 10 Ways To ListCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  57. 57.   Check Your Email Inbox and Outbox for IdeasCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  58. 58.   Share Links to Something Interesting and RelevantCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  59. 59.   Create a Quick Video Instead of Typing itCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  60. 60.   Interview Somebody (record, write, both)CREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  61. 61.   Share the Lessons LearnedCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  62. 62.   Show and TellCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  63. 63.   Comment on Current EventsCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  64. 64.   Share Your FavoritesCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  65. 65.   Take a PollCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  66. 66.   Ask QuestionsCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  67. 67.   Get a Guest AuthorCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  68. 68.   Charity WorkCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  69. 69.   Employee SpotlightCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  70. 70.   History LessonCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  71. 71.   ContestsCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  72. 72.   Address CommentsCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  73. 73.   Predict the FutureCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  74. 74.   Step-by-Step How ToCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  75. 75.   Music VideoCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  76. 76.   Share a relevant cartoon/comic or create a new oneCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  77. 77.   List of Common Mistakes or Things to AvoidCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  78. 78.   Relate Lesson to Celebrities or Current EventsCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  79. 79.   Issue a ChallengeCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  80. 80.   Share Your eBook or White PaperCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  81. 81.   Share Somebody Else’s eBook or White PaperCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  82. 82.   Share Your PresentationCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  83. 83.   Lessons from the ClassicsCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  84. 84.   Ask for HelpCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  85. 85.   Take a Survey. Share the Results.CREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  86. 86.   Share Client TestimonialsCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  87. 87.   Share Answers to Some FAQsCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  88. 88.   Share PhotosCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  89. 89.   Post Something Relevant to the Season or HolidayCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  90. 90.   Share a Joke or RiddleCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  91. 91.   Share a Work in ProgressCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  92. 92.   Statistics (primary or secondary)CREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  93. 93.   Share Most Popular Products/ ServicesCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  94. 94.   Audio or Video PodcastCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  95. 95.   Give Something AwayCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  96. 96.   Case Study/Before & AfterCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  97. 97.   Host a WebinarCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  98. 98.   Ask for FeedbackCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  99. 99.   Ask Clients What They WantCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  100. 100.   Post a “Part 1” of a SeriesCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  101. 101.   AnecdotesCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  102. 102.   Event Round-UpCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  103. 103.   Crown SomebodyCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  104. 104.   Say Thank YouCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  105. 105.   Discuss Your Customer Service PhilosophyCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  106. 106.   Greatest HitsCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  107. 107. Questions?CREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  108. 108. POST SOME CONTENT! DUH! • Be creative • Be engaging • Be strategic • Share it on several communication channelsHOMEWORKInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  109. 109. Tuesday, November 29th, 6-9pm • Measurement • Converting Leads to Customers • The Full Inbound Marketing Cycle • Course ConclusionNEXT CLASSInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  110. 110. Principles and Practices

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