UNR Extended Studies Inbound Marketing Class 2

  • 493 views
Uploaded on

 

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
493
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
13
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 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