A Look at B2B Inbound Marketing from 30,000 Feet

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Stand-alone traditional marketing no longer makes business sense. Advertising campaigns are costly and consumers are paying less attention to traditional avenues like television commercials and …

Stand-alone traditional marketing no longer makes business sense. Advertising campaigns are costly and consumers are paying less attention to traditional avenues like television commercials and newspaper ads. A strategic mix of online advertising with offline advertising built on a solid inbound marketing lead generation and analytics platform can be the silver bullet that builds your marketing plan into a highly effective toolset.

Inbound marketing inherently focuses on creating powerful content that will lead potential customers to your brand, product or service line through online methods like searching, referrals, and links from other web entities such as blogs, video and social communities. Inbound marketing is a compliment set of marketing techniques focused on driving quality prospects to your business and its products. Inbound marketing has become widely accepted because it supports the way consumers make purchasing decisions - using the Internet to learn more about the products and services that best meet their needs.

In our session, we will talk about these marketing and advertising channels, detailed strategies, and how to measure and adjust quickly based on success rates and high-value return on investment criteria. We will also talk about mixing creative advertising campaigns with the powerful inbound marketing analytical methods to help ensure the success of ad dollars spent.

http://jasegroup.com

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  • 1. Keith Parnell jasegroup.com@parnellk63 - @JASEgroup
  • 2. Keith Parnell, CEO, JASE Group jasegroup.com @parnellk63@JASEgroup
  • 3. An innovative Inbound Marketing & Advertising Agency, uniquely focused on digital technologies, and mobile, social, and progressive@JASEgroup media platforms
  • 4. Inbound marketing inherently focuses on creating powerful content that will lead potential customers to your brand, product or service line through online methods like searching, referrals, and links from other web entities such as blogs, video and social communities.* * Source: jasedigitalmedia.com/inbound-marketing@JASEgroup
  • 5. @JASEgroup
  • 6. Inbound marketing is a compliment set of marketing techniques focused on driving quality prospects to your business and its products. Inbound marketing has become widely accepted because it supports the way consumers make purchasing decisions - using the Internet to learn more about the products and services that best meet their needs.* * Source: jasedigitalmedia.com/inbound-marketing@JASEgroup
  • 7.  Telemarketing  TV commercials  Radio commercials  Email blasts  Trade shows  Print Ads  Direct mail  Outdoor Boards@JASEgroup
  • 8. diagrams courtesy hubspot@JASEgroup
  • 9. Social Video Bookmarking Online Press Sharing Releases Photo Email Sharing Marketing Social Media Outdoor Marketing Advertising Search Website Direct Mail Engine Marketing & Blog Advertising@JASEgroup
  • 10. Social Bookmarking Online Press Video Sharing Releases Email Photo Sharing Marketing Social Media Outdoor Marketing Advertising Search Engine Website Direct Mail Marketing & Blog Advertising Search Strategic Inbound Quality Smart Web Engine Landing Links Content Development Optimization Pages@JASEgroup
  • 11. Social Bookmarkin Online Video g Press Sharing Releases Photo Email Sharing Marketing Social Outdoor Media Advertising Marketing Search Website Direct Mail Engine Marketing & Blog Advertising Search Strategic Inbound Quality Smart Web Engine Landing Links Content Development Optimization Pages Brand Monitoring Analytics Research ROI Calculations Reengagement Planning@JASEgroup
  • 12. @JASEgroup
  • 13.  Demographics o Sex, Race, Age, Income, etc.  Socialgraphics o Understand your customers‟ social behaviors. o Where are your customers online? o Who do your customers trust online? o Who trusts your customers online? o Don‟t focus on the tools / technology.@JASEgroup
  • 14.  Strategic content.  Search engine marketing.  Social media marketing.  Photo sharing.  Video marketing.  Audio marketing.  Social bookmarking.  Email marketing.  Smart web development.  Online call-to-actions.  Strategic landing pages.  Brand monitoring.  Analytics research.@JASEgroup
  • 15.  Website, blog, social communities, etc.  Long Tail keyword research.  Keyword-focused copy: o Headlines. o Body content. o Internal linking. o External linking.  Optimized information architecture: o Navigational items. o Internal link structure determines content topics. o Keyword focused.@JASEgroup
  • 16.  Do your keyword research!  Search engine optimize. Everything!  Pay per click advertising.  Strategic URL purchases.  Google Webmaster Tools.  Yahoo! Site Explorer.  Bing Webmaster Center.  Feedburner for RSS feeds.  Twitterfeed.  Keyword-rich topical landing pages.  Monitoring & Analytics.@JASEgroup
  • 17.  Will not generate immediate attention.  Takes time to build trust and relationships.  Define your marketing goals and allow social media to fit into an overall strategy.  Social media marketing is an important piece of an inbound marketing campaign. “Social media must be „a part‟ of a well- formed, well-strategized marketing plan!”@JASEgroup
  • 18.  Note how far down the list?  Twitter.  Facebook Fan Page.  LinkedIn.  Foursquare.  Google+.  FriendFeed.  MySpace?  Be smart with keyword content.  ALWAYS link back to your website!@JASEgroup
  • 19.  Your Blog!  The Internet Archive.  YouTube.  Vimeo.  Viddler.  Blip.tv.  Qik.  Ustream.tv.  Flickr.  Facebook.  Twitter: TweetPhoto, TwitPic.  Don‟t forget SEO (hint: your keywords!).@JASEgroup
  • 20.  Setup plugins on your blog: o ShareThis. o TweetThis. o TweetMeme. o BackType Connect. o Sociable.  Digg.  Delicious.  StumbleUpon.  Don‟t forget SEO (hint: your keywords!).@JASEgroup
  • 21.  Have a purpose. o Not necessarily sales. o Be a giver of information.  Have an attentive audience.  Allow opt-outs.  Utilize your landing pages.  Drive traffic to your blog.  Tools: o MailChimp. o Constant Contact.@JASEgroup
  • 22.  Unique pages title tags.  Unique pages keywords tags.  Unique pages description tags.  XML sitemaps.  HTML sitemap.  Image alt tags.  Hyperlink title tags.  Permalinks.  Symantec code.@JASEgroup
  • 23.  Lead generation webforms.  Downloadable eBooks.  Webinars.  Give-aways.  Free trials.  On every page.  Make them BIG.  Follow-up!@JASEgroup
  • 24. @JASEgroup
  • 25.  Google Alerts.  Yahoo! Pipes.  Technorati.  Backtype.  Twitter Search.  Social Mention.@JASEgroup
  • 26.  Google Analytics.  Check with your hosting provider on other tools.  Monitor: o Overall page hits. o Referral websites. o Visitor time on site. o Top landing pages. o Top exit pages. o Top keyword searches. o Visitor information. o Marketing & Sales conversion rates!!@JASEgroup
  • 27.  Strategic content.  Search engine marketing.  Social media marketing.  Photo sharing.  Video marketing.  Audio marketing.  Social bookmarking.  Email marketing.  Smart web development.  Online call-to-actions.  Strategic landing pages.  Brand monitoring.  Analytics research.@JASEgroup
  • 28.  Telemarketing  TV commercials  Radio commercials  Email blasts  Trade shows  Print Ads  Direct mail  Outdoor Boards@JASEgroup
  • 29.  Telemarketing  TV commercials  Radio commercials  Email blasts  Trade shows  Print ads  Direct mail  Outdoor boards@JASEgroup
  • 30.  Creative Director  Art Director  Copy Writer  Web Developer  Tech Engineers  Marketing Team  Sales Team  Accounting Team@JASEgroup
  • 31. Keith Parnell, CEO, JASE Group jasegroup.com @parnellk63@JASEgroup
  • 32. Stand-alone traditional marketing no longer makes business sense. Advertising campaigns are costly and consumers are paying less attention to traditional avenues like television commercials and newspaper ads. A strategic mix of online advertising with offline advertising built on a solid inbound marketing lead generation and analytics platform can be the silver bullet that builds your marketing plan into a highly effective toolset. Inbound marketing inherently focuses on creating powerful content that will lead potential customers to your brand, product or service line through online methods like searching, referrals, and links from other web entities such as blogs, video and social communities. Inbound marketing is a compliment set of marketing techniques focused on driving quality prospects to your business and its products. Inbound marketing has become widely accepted because it supports the way consumers make purchasing decisions - using the Internet to learn more about the products and services that best meet their needs. In our session, we will talk about these marketing and advertising channels, detailed strategies, and how to measure and adjust quickly based on success rates and high-value return on investment criteria. We will also talk about mixing creative advertising campaigns with the powerful inbound marketing analytical methods to help ensure the success of ad dollars spent.@JASEgroup
  • 33. This slide intentionally left blank.@parnellk63