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UNR Extended Studies Inbound Marketing Class 2
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UNR Extended Studies Inbound Marketing Class 2

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  • 1. Principles and Practices
  • 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. 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. Principles and Practices
  • 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. SOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 7. SOCIAL MEDIA Image from TechnoratiInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 8. SOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 9. SOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 10. SOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 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. • 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. 1.  Share great content 2.  Build your audience 3.  RepeatSOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 14. SOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 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. SOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 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. 1.  Share great content 2.  Build your audience 3.  RepeatSOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 19. Company vs Personal ProfileSOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 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. SOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 22. SOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 23. SOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 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. SOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 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. • 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. 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. SOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 30. SOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 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. SOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 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. SOCIAL MEDIA Image from TechnoratiInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 35. SOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 36. SOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 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. SOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 39.   • Interactions • Page Likes • Wall Posts • Comments • Post LikesSOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 40. SOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 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. SOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 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.   • 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.   • 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. • 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. Questions?SOCIAL MEDIAInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 48. Principles and Practices
  • 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. CREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 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. • 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. • 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. • How about 52 ideas for creating content?CREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 55. Top 5 or Top 10 ListCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 56. 5 Ways To or 10 Ways To ListCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 57.   Check Your Email Inbox and Outbox for IdeasCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 58.   Share Links to Something Interesting and RelevantCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 59.   Create a Quick Video Instead of Typing itCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 60.   Interview Somebody (record, write, both)CREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 61.   Share the Lessons LearnedCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 62.   Show and TellCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 63.   Comment on Current EventsCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 64.   Share Your FavoritesCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 65.   Take a PollCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 66.   Ask QuestionsCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 67.   Get a Guest AuthorCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 68.   Charity WorkCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 69.   Employee SpotlightCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 70.   History LessonCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 71.   ContestsCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 72.   Address CommentsCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 73.   Predict the FutureCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 74.   Step-by-Step How ToCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 75.   Music VideoCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 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.   List of Common Mistakes or Things to AvoidCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 78.   Relate Lesson to Celebrities or Current EventsCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 79.   Issue a ChallengeCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 80.   Share Your eBook or White PaperCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 81.   Share Somebody Else’s eBook or White PaperCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 82.   Share Your PresentationCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 83.   Lessons from the ClassicsCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 84.   Ask for HelpCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 85.   Take a Survey. Share the Results.CREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 86.   Share Client TestimonialsCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 87.   Share Answers to Some FAQsCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 88.   Share PhotosCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 89.   Post Something Relevant to the Season or HolidayCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 90.   Share a Joke or RiddleCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 91.   Share a Work in ProgressCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 92.   Statistics (primary or secondary)CREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 93.   Share Most Popular Products/ ServicesCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 94.   Audio or Video PodcastCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 95.   Give Something AwayCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 96.   Case Study/Before & AfterCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 97.   Host a WebinarCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 98.   Ask for FeedbackCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 99.   Ask Clients What They WantCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 100.   Post a “Part 1” of a SeriesCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 101.   AnecdotesCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 102.   Event Round-UpCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 103.   Crown SomebodyCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 104.   Say Thank YouCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 105.   Discuss Your Customer Service PhilosophyCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 106.   Greatest HitsCREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 107. Questions?CREATING CONTENTInbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 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. 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. Principles and Practices

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