Inbound Marketing Strategies Supporting a Successful Marketing Plan
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Inbound Marketing Strategies Supporting a Successful Marketing Plan

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Inbound Marketing Strategies Supporting a Successful Marketing Plan

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.

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    Inbound Marketing Strategies Supporting a Successful Marketing Plan Inbound Marketing Strategies Supporting a Successful Marketing Plan Presentation Transcript

    • Inbound Marketing StrategiesSupporting a Successful Marketing Plan
      Keith Parnell
      jasedigitalmedia.com
      @parnellk63 - @JASEgroup
      #SMPSVA
    • 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
      What is Inbound Marketing?
      @parnellk63
    • B-O-R-I-N-G !!!
      @parnellk63
    • 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
      What is Inbound Marketing?
      @parnellk63
      • Telemarketing
      • TV commercials
      • Radio commercials
      • Email blasts
      • Trade shows
      • Print Ads
      • Direct mail
      • Outdoor Boards
      Remember Outbound Marketing?
      @parnellk63
    • New Inbound Marketing
      Content – Quality Content
      Inbound Links
      diagram courtesy pr2020
      @parnellk63
    • Inbound Marketing vs Outbound Marketing
      diagrams courtesy hubspot
      @parnellk63
    • BUT WHY?
      @parnellk63
      • Demographics
      • Sex, Race, Age, Income, etc.
      • Socialgraphics
      • Understand your customers’ social behaviors.
      • Where are your customers online?
      • Who do your customers trust online?
      • Who trusts your customers online?
      • Don’t focus on the tools / technology.
      Know Your Audience
      @parnellk63
      • Search engine marketing.
      • Strategic content.
      • Smart web development.
      • Online call-to-actions.
      • Social media marketing.
      • Audio marketing.
      • Video marketing.
      • Photo sharing.
      • Social bookmarking.
      • Strategic landing pages.
      • Email marketing.
      • Brand monitoring.
      • Analytics.
      Inbound Marketing Techniques
      @parnellk63
      • 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.
      Search Engine Marketing
      @parnellk63
      • Website, blog, social communities, etc.
      • Short Tail keyword research.
      • Keyword-focused copy:
      • Headlines.
      • Body content.
      • Internal linking.
      • External linking.
      • Optimized information architecture:
      • Navigational items.
      • Internal link structure determines content topics.
      • Keyword focused.
      Strategic Content
      @parnellk63
      • 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.
      Smart Web Development
      @parnellk63
      • Lead generation webforms.
      • Downloadable eBooks.
      • Webinars.
      • Give-aways.
      • Free trials.
      • On every page.
      • Make them BIG.
      • Follow-up!
      Online Call-To-Actions
      @parnellk63
      • 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!”
      Social Media is NOT theMarketing Silver Bullet
      @parnellk63
      • 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!
      Social Media Marketing
      @parnellk63
      • 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!).
      Audio / Video / Photo Marketing
      @parnellk63
      • Setup plugins on your blog:
      • ShareThis.
      • TweetThis.
      • TweetMeme.
      • BackType Connect.
      • Sociable.
      • Digg.
      • Delicious.
      • StumbleUpon.
      • Don’t forget SEO (hint: your keywords!).
      Social Bookmarking
      @parnellk63
    • Strategic Landing Pages
      @parnellk63
      • Have a purpose.
      • Not necessarily sales.
      • Be a giver of information.
      • Have an attentive audience.
      • Allow opt-outs.
      • Utilize your landing pages.
      • Drive traffic to your blog.
      • Tools:
      • MailChimp.
      • Constant Contact.
      Email Marketing
      @parnellk63
      • Google Alerts.
      • Yahoo! Pipes.
      • Technorati.
      • Backtype.
      • Twitter Search.
      • Social Mention.
      Brand Monitoring
      @parnellk63
      • Google Analytics.
      • Check with your hosting provider on other tools.
      • Monitor:
      • Overall page hits.
      • Referral websites.
      • Visitor time on site.
      • Top landing pages.
      • Top exit pages.
      • Top keyword searches.
      • Visitor information.
      • Conversion rates!!
      Analytics
      @parnellk63
      • Search engine marketing.
      • Strategic content.
      • Smart web development.
      • Online call-to-actions.
      • Social media marketing.
      • Audio marketing.
      • Video marketing.
      • Photo sharing.
      • Social bookmarking.
      • Strategic landing pages.
      • Email marketing.
      • Brand monitoring.
      • Analytics.
      Inbound Marketing Techniques
      @parnellk63
      • Telemarketing
      • TV commercials
      • Radio commercials
      • Email blasts
      • Trade shows
      • Print Ads
      • Direct mail
      • Outdoor Boards
      Tying In Outbound Marketing
      @parnellk63
      • Telemarketing
      • TV commercials
      • Radio commercials
      • Email blasts
      • Trade shows
      • Print ads
      • Direct mail
      • Outdoor boards
      Tying In Outbound Marketing
      @parnellk63
    • Keith Parnell, CEO, JASE Digital Media
      jasedigitalmedia.com
      @parnellk63 - @JASEgroupjasedigitalmedia.com/smpsva
      #SMPSVA
    • 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.
      Inbound Marketing Strategies Supporting a Successful Marketing Plan
      @parnellk63
    • This slide intentionally left blank.
      @parnellk63