How to Build Your Inbound Marketing Game Plan - Paul Roetzer

Online Marketing Summit
Milwaukee, WI | June 28, 2010
How to Build Your Inbound Marketing GamePlan
(#IMGamePlan)
Paul Roetzer (@paulroetzer)
President
PR 20/20
www.PR2020.com
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What is Inbound Marketing?
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@paulroetzer #IMGamePlan

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Get Found

Outbound Marketing
800-555-1234
Annoying
Salesperson

Inbound Marketing

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By the Numbers
15.5 billion core searches conducted in April 2010
Source: comScore, Inc

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By the Numbers
U.S Internet users watched 30.3 billion videos in April 2010
Source: comScore, Inc

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By the Numbers
More than 1 billion “tweets” estimated per month
Source: Royal Pingdom

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By the Numbers
More than25 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month on Facebook

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By the Numbers
More than 60 million status updates daily
More than 1.5 million local businesses have active Pages
More than 20 million people become fans of Pages each day
Average user spends more than 55 minutes per day on Facebook
More than 100 million active users access Facebook through their mobile devices

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The Universal Goals: Leads & Loyalty
The Loyalty Factors
Higher retention rates
Lower cost per sale
Increased ROI
Greater profit margins
Trust and goodwill
Strength and stability

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The GamePlan in Action
Step 1: Clearly define and differentiate your brand.
Step 2: Design and deploy a content-drivenwebsite.
Step 3: Go beyond prospects, and consider the impact of your marketing efforts on all audiences.
Step 4: Establish measurable and meaningful campaign objectives designed to achieve the primary goals of leads and loyalty.

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The GamePlan in Action
Step 5: Build an integrated campaign: brand, Website, search, social media, content and PR.
Step 6: Establish dynamic budgets that can be easily shifted based on campaign performance and analytics.
Step 7: Define campaign timelines with milestones, tasks and responsibilities.
Step 8: Measure everything, and be willing to adapt and evolve.

Discovery: Define, Differentiate & Design
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The Scouting Report
Conduct a strategic analysis of audiences, the organization and the industry.

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GamePlan Tip: Use SurveyMonkey to conduct discovery audits with internal and external audiences.

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The Foundation: Brand & Website
Your brand and website are the two most important elements of building a strong and profitable inbound marketing campaign.

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Brand Marketing: Define & Differentiate
Every organization must define and differentiate itself.
Share your story through your website, content, social media activity and public relations.
Remember that your brand is defined by experiences and perceptions, which now primarily occur online.

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Brand Marketing: Define & Differentiate
Who are we (in 160 characters or less, and without meaningless jargon)?
What are the three greatest strengths/weaknesses of our brand?
What are our greatest opportunities for growth?
Who are our buyer personas?
What makes us different, remarkable?
What value (i.e. expertise, resources, guidance, tools) can we bring to our audiences?
What makes customers buy from us the first time (acquisition)? What keeps them coming back (retention)?

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Website: Design, Connect & Grow
Content Management System (CMS)
Analytics
Blog
Copywriting
Design
Landing Pages
Lead Forms
Media room
SEO

Audiences: Segment & Prioritize
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Think Beyond Prospects . . .
Peers
Competitors
Vendors
Partners
Job Candidates
Media
Employees
Prospects
Customers

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GamePlan Tip: Don’t fight it. Employees, especially younger generations, are active in social media with or without your organization’s support.
View social media as an opportunity, not an obstacle.
Establish social media policies, encourage professional behavior, and move on.

Objectives: Set Your Success Factors
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Winning Leads & Loyalty

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Objective #1: Search Engine Rankings
Boost keyword rankings on top search engines.
Top 10 keywords
Traffic-producing keywords
Lead-producing keywords
Sale-converting keywords
Organic traffic
PPC savings

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Objective #2: Relationships
Establish and strengthen relationships.
Followers
Friends and Fans (aka Likes)
Members
Blog subscribers and comments
References
Recommendations
Referrals

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Objective #3: Positioning
Enhance positioning as a thought leader, innovator and industry expert.
Media inquiries
LinkedIn recommendations
Blog subscribers
Guest blogging opportunities
Content downloads
Webinar/event registrations
Inbound links

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Objective #4: Brand
Build brand awareness, comprehension and preference.
Media inquiries
LinkedIn recommendations
Blog subscribers
Guest blogging opportunities
Content downloads
Webinar/event registrations
Inbound links
Conversion and retention rates

Strategies & Tactics: Take an Integrated Approach
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Driven by Content & Community

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Search Marketing: Get Found
Search marketing refers to the paid and organic activities, including SEO, that help boost your Website’s search engine ranking, drive visitors and generate leads.
In short, it helps your organization get found online when people are searching for your products or services.

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GamePlan Tip: There are no shortcuts in search marketing. Concentrate your efforts on generating inbound links, traffic and leads through creating remarkable content and social media participation.

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Social Media: Monitor, Participate & Publish
Social media is about listening, learning, building relationships and bringing value to the communities relevant to your organization.

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GamePlan Tip: Be authentic and bring value. Social media is about listening, learning, building relationships and bringing value to the communities relevant to your organization.

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Content Marketing: Fresh & Relevant
Content marketing has become the great differentiator — a sustainable competitive advantage that enables you to separate yourself, while driving acquisition (leads) and retention (loyalty).

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GamePlan Tip: Ask yourself . . . Who are our buyer personas? What are their needs and pain points? What value can we bring to the community? What problems can we solve? What can we publish that is relevant?

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Public Relations: Relationships & Communications
Relationships and communications remain the foundation of the PR industry, but they are being fostered through social networks, websites, self-published content, mobile apps and the media (mainstream and social).

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GamePlan Tip: Carefully evaluate your PR agency based on performance and capabilities.
Traditional PR agencies are struggling to adapt to the social Web and remain relevant as clients demand more measurable results.

Budgets: Calculate Time & Money Investments
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Build Dynamic Budgets
CONVENTIONAL MARKETING pays for interruption and impressions, which means you buy everything.
INBOUND MARKETING pays for production, participation and performance.

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Major Budget Factors
Strength of current website and need for design and optimization.
Outsourcing of content creation, including copywriting and design of case studies, eBooks, blog posts and white papers.
Reliance on paid search (e.g. Google AdWords, IYPs) for short-term lead generation and sales.
Brand awareness in target markets.

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Major Budget Factors
Aggressiveness of growth goals.
Stage of business lifecycle.
Inbound marketing competency levels and time availability of marketing team and executives.
Strength of competition.
Commitment to vision and innovation.

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SAMPLE: Inbound Marketing Budget

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SAMPLE: Inbound Marketing Budget

Timelines: Track Activities & Milestones
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Project Management
While inbound marketing is all about the “New Rules” of marketing and PR, traditional project-management principles still apply.

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GamePlan Tip: Check out 37Signals Basecamp for a simple and effective project management solution. Visit www.37signals.com.

Measure & Evolve: Use Analytics to Adapt
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Keep Score of What Matters
Website strength and campaign performance
Website traffic and associated marketing events
Referring sites and traffic sources
Keyword rankings
Conversion rates
Social media activity

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GamePlan Tip: Use monthly scorecards to manage your inbound marketing campaigns. Segment the scorecard into three sections: 1) The Activities, 2) The Results, 3) Updated GamePlan.

The Beginning: Look Beyond
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The social Web and inbound marketing have leveled the playing field.
Underdogs and innovators now have the power to grow faster and smarter than their competitors.
They have the ability to control their destiny.

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Your Challenge . . . It’s Time
Differentiate your brand and build a powerful, lead-generating website.
Consider the needs and goals of all audiences and connect with them in more meaningful and personal ways.
Stop hiding behind arbitrary measurements, and start building integrated marketing campaigns around metrics that directly affect the bottom line.
Stop paying for placement and start publishing relevant, link-worthy content.

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Your Challenge . . . It’s Time
Participate and bring real value to online communities.
Set dynamic, performance-based budgets that constantly shift and adapt based on analytics, consumer behavior and market forces.
Tap into the endless resources of the social Web.
“Get found” when audiences are searching for knowledge, products and services.
Generate leads and build loyalty.
Look beyond traditional wisdom and conventional solutions.
Innovate and lead.

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It’s time to build and activate your Inbound Marketing GamePlan.

Free Tools from HubSpot:
http://Website.Grader.com
http://Blog.Grader.com
http://Grader.com
Free Trial Offer: www.HubSpot.com/free-trial

Paul Roetzer, PR 20/20
www.PR2020.com
paul@PR2020.com
(216) 333-1242
Twitter: @paulroetzer
http://www.linkedin.com/in/paulroetzer
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Thank You!

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Thank You
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How to Build Your Inbound Marketing Game Plan - Paul Roetzer

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