Marketing Your Business . . . Developing & Advertising Your Brand
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Marketing Your Business . . . Developing & Advertising Your Brand

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The lifeblood of a successful business today is Inbound Marketing. A solid inbound marketing plan that ranges from attractive, creative advertising campaigns into further information on strategic ...

The lifeblood of a successful business today is Inbound Marketing. A solid inbound marketing plan that ranges from attractive, creative advertising campaigns into further information on strategic landing pages into lead generation into sales conversions and finally into measurement and accountability, is the basis of success in today's business world. Without this process, your advertising and marketing investments are floundering in the wind.

This session, Marketing Your Business . . . Developing & Advertising Your Brand, presented to local business owners on behalf of the Chesapeake (VA) Economic Development Department, explores the details of executing and measuring the results of a successful Inbound Marketing strategy. The discussion points out the ultimate importance of Content Marketing, how Inbound Links verify trust, the growing significance of Social Signals, and SEO's role as the search engines view it today. Also discussed are various Inbound Marketing methods JASE has planned and implemented successfully for several clients in multiple verticals.

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Marketing Your Business . . . Developing & Advertising Your Brand Presentation Transcript

  • 1. Keith Parnell, JASE Group jasegroup.com/keith-parnell @parnellk63@JASEgroup
  • 2. 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
  • 3. 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 Quality Inbound Social Smart Web Engine Landing Content Links Signals Development Optimization Pages@JASEgroup
  • 4. Social Bookmarking Online Video Press Sharing Releases Photo Email Sharing Marketing Social Outdoor Media Advertising Marketing Search Website Direct Mail Engine Marketing & Blog Advertising Quality Search Engine Smart Web Strategic Inbound Links Social Signals Content Optimization Development Landing Pages Brand Monitoring Analytics Research ROI Calculations Reengagement Planning@JASEgroup
  • 5. Ad Campaign@JASEgroup
  • 6. Ad Campaign Landing Page URL@JASEgroup
  • 7. Ad Campaign Landing Page@JASEgroup
  • 8. Ad Campaign Landing Page Lead Generation Webform@JASEgroup
  • 9. Ad Campaign Marketing Conversion Rate 500 pageviews / 50 webform leads = 10% Landing Page Lead Generation Webform@JASEgroup
  • 10. Ad Campaign Landing Page Sales Team@JASEgroup
  • 11. Ad Campaign Sales Conversion Rate 50 leads / 5 sales = 10% Landing Page Sales Team@JASEgroup
  • 12. Ad Campaign Landing Page Sales Team@JASEgroup
  • 13. Creative Director Marketing Director Sales Manager Ad Campaign Landing Page Sales Team@JASEgroup
  • 14. Creative Director Marketing Director Sales Manager Marketing Conversion Rate Sales Conversion Rate Ad Campaign Landing Page Sales Team@JASEgroup
  • 15. Vice President of Sales & Advertising Creative Director Marketing Director Sales Manager Marketing Conversion Rate Sales Conversion Rate Ad Campaign Landing Page Sales Team@JASEgroup
  • 16. Vice President of Sales & Advertising Overall Ad Spending Per Closed Sales Creative Director Marketing Director Sales Manager Marketing Conversion Rate Sales Conversion Rate Ad Campaign Landing Page Sales Team@JASEgroup
  • 17. Vice President of Sales & Advertising Overall Ad Spending Per Closed Sales Content Marketing Marketing Director Sales Manager Social Signals Marketing Conversion Rate Sales Conversion Rate Search Engine Optimization Sales Team Pay-per-click Email Marketing Social Bookmarking@JASEgroup
  • 18. Vice President of Sales & Advertising Overall Ad Spending Per Closed Sales Telemarketing Marketing Director Sales Manager Television Commercials Marketing Conversion Rate Sales Conversion Rate Radio Spots Trade Shows Print Advertising Outdoor Boards@JASEgroup
  • 19. Vice President of Sales & Advertising Brand Monitoring Analytics Research ROI Calculations •Dollars per new lead •Dollars per new sale Reengagement Planning •We can now apply measurable results to reengagement planning decisions.@JASEgroup
  • 20.  Content Marketing o Blog articles, White Papers, Press Releases, eBooks, Webinars, Videos, Podcasts.  Inbound Links o Business Partner websites, Referral websites, Social Bookmarking websites.  Social Signals o Google+, Twitter, Facebook, Pinterest (? possibly + what’s next).  Search Engine Optimization@JASEgroup
  • 21.  Google AdWords o Search Partners: Google.com, AOL.com o Display Network: YouTube, MySpace  Bing Ads o Bing.com, Yahoo.com, Flickr  Facebook  LinkedIn  Twitter@JASEgroup
  • 22.  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
  • 23. @JASEgroup
  • 24. Telemarketing Television Commercials Radio Spots Trade Shows Print Advertising Outdoor Boards@JASEgroup
  • 25. Telemarketing Television Commercials Radio Spots Trade Shows Print Advertising Outdoor Boards@JASEgroup
  • 26.  Creative Director  Art Directors  Copywriters  Web Developers  Tech Engineers  Marketing Team  Sales Team  Accounting Team@JASEgroup
  • 27. Slides & Video are available at JASEUniversity.com Questions? To learn more about the ever-changing world of Inbound Marketing, visit JASEGroup.com/blog@JASEgroup
  • 28. This slide intentionally left blank.@JASEgroup
  • 29. The lifeblood of a successful business today is Inbound Marketing. A solid inbound marketing plan that ranges from attractive, creative advertising campaigns into further information on strategic landing pages into lead generation into sales conversions and finally into measurement and accountability, is the basis of success in todays business world. Without this process, your advertising and marketing investments are floundering in the wind. This session, Marketing Your Business . . . Developing & Advertising Your Brand, presented to local business owners on behalf of the Chesapeake (VA) Economic Development Department, explores the details of executing and measuring the results of a successful Inbound Marketing strategy. The discussion points out the ultimate importance of Content Marketing, how Inbound Links verify trust, the growing significance of Social Signals, and SEOs role as the search engines view it today. Also discussed are various Inbound Marketing methods JASE has planned and implemented successfully for several clients in multiple verticals.@JASEgroup