5. WTF is Inbound Marketing Anyway?
Lets ask the Industry:
Questions? tweet @searchmartin 5
6. WTF is Inbound Marketing Anyway?
Lets ask the Industry:
37 Comments
48 Tweets
43 FB/G+/Linkedin
Questions? tweet @searchmartin 6
7. WTF is Inbound Marketing Anyway?
Lets ask the Industry:
37 Comments
48 Tweets
43 FB/G+/Linkedin
Still no closer to a definition!
Questions? tweet @searchmartin 7
8. Inbound Marketing Defined
In-bound Mar-ket-ing
-noun
“Marketing strategy that relies on being in the
discovery phase of the acquisition cycle.”
Questions? tweet @searchmartin 8
16. Customer Acquisition – circa 1995
Reach
Interrupt them
maximum
with information Hope
possible
about you
audience
Questions? tweet @searchmartin 16
17. Customer Acquisition – circa 2013
With
Interest
Inbound Marketing
you can appear at
Retention Research
every stage of the
consumer buying
cycle often at no
Conversion Awareness
media cost
Questions? tweet @searchmartin 17
23. Customer Acquisition – circa 2013
Interest
80% of Search Clicks STILL go to organic!
“Organic listings are
trusted to be more
relevant than paid
search.”
Questions? tweet @searchmartin 23
24. Customer Acquisition – circa 2013
Research
Researching products has become an
integral part of the purchase cycle in the
internet age
Questions? tweet @searchmartin 24
27. Customer Acquisition – circa 2013
I know what I'm looking for.
Research
All I need to do is find the best
place to buy what I'm looking for.
Amazon show up in #1 in PPC
Conversio for the product I want.
n
Amazon show up in #2 in SEO
with the same page.
Questions? tweet @searchmartin 27
28. Customer Acquisition – circa 2013
I know what I'm looking for.
Research
All I need to do is find the best
place to buy what I'm looking for.
Amazon show up in #1 in PPC
Conversio for the product I want.
n
Amazon show up in #2 in SEO
with the same page.
I Trust Amazon…
Questions? tweet @searchmartin 28
29. Customer Acquisition – circa 2013
Research
Conversio
n
Questions? tweet @searchmartin 29
31. I bought the camera
Questions? tweet @searchmartin 31
32. Lets go back to the modern purchase cycle
Using inbound marketing we can influence
the purchase path much earlier Interest
We build awareness for when the
consumer is ready to convert
Retention Research
We get the chance to retain the customer
after initial purchase!
Conversion Awareness
Questions? tweet @searchmartin 32
33. Lets look at the value of traffic sources
We know most search engine
clicks happen in the organic
listings.
There are more informational
searches than transactional
though..
80% of Search Clicks STILL go to organic!
Questions? tweet @searchmartin 33
34. Lets look at the value of traffic sources
42-48% of conversions happen against a paid click!
Stats based on 80% of sites closest to median
purchasing behavior split between organic and paid,
travel industry test group Q3 2012.
Despite higher traffic numbers
paid search still drives
unmatched conversion
metrics, and simply can not be
ignored.
Questions? tweet @searchmartin 34
35. Hang on a minute….
Questions? tweet @searchmartin 35
36. Lets look at the modern buying process again
SEO
Community
Engagement Blogging Research
Interest
CRM Whitepapers
eMail Retention Research News
Reviews
Comparison
Pay per Click
Conversion Awareness
Social Media
Adwords
Affiliate Marketing PR
Questions? tweet @searchmartin 36
37. Lets look at the modern buying process again
SEO
Community
Engagement Blogging Research
Interest
CRM Whitepapers
eMail Retention Research News
Reviews
Comparison
Pay per Click
Conversion Awareness
Social Media
Adwords
Affiliate Marketing PR
Questions? tweet @searchmartin 37
38. Lets look at the modern buying process again
Interest
Stuff you ..stuff you
should Retention Research
really
pay for.. shouldn’t!
Conversion Awareness
Questions? tweet @searchmartin 38
39. Economies of Scale and Traffic Volumes
SEO & SMM to build awareness
and attract consumer attention Highest Traffic
PPC to ensure you
don’t lose the
customer
Retention
Highest Conversion Rate
Questions? tweet @searchmartin 39
40. Know what question you are answering
I need help making a purchase decision:
• Do I have a need?
• Does a product fulfill my need or desire?
• What factors should I consider in making my purchase?
• Which product matches my requirements best?
These are the questions you should be
answering by being in the right place at the
right time – organically.
Questions? tweet @searchmartin 40
41. Know what question you are answering
I want to find the best place to make my purchase
• Where is the product available?
• How much does it cost?
• When can I have it delivered?
These are the questions you should be answering with paid
search clicks, a common mistake is providing all the answers
and losing the conversion when the consumer is in the right
mindset.
Questions? tweet @searchmartin 41
42. How big is inbound?
But what
about on
other
platforms?
80% of Search Clicks STILL go to organic!
Questions? tweet @searchmartin 42
43. How big is inbound?
Questions? tweet @searchmartin 43
44. How big is inbound?
Questions? tweet @searchmartin 44
45. How big is inbound?
Questions? tweet @searchmartin 45
46. How big is inbound?
Questions? tweet @searchmartin 46
47. How big is inbound?
(but then, has anyone ever
bought anything because of
twitter?)
Questions? tweet @searchmartin 47
48. There’s gold in them hills
Questions? tweet @searchmartin 48
49. My Top 5 Tips on
Combining Marketing
Questions? tweet @searchmartin 49
50. Information Providers
Every Niche has existing information providers:
These may be popular blogs, forums, review
sites, basically – anywhere where your audience is
already gathering.
Use tools like Searchmetrics, SEMrush or SpyFu to
find their most important groups of keywords, this will
guide your content production towards the most
valuable content to attract visitors in the greatest
volume.
Its unlikely that your direct ecommerce competition is
already doing this…
Questions? tweet @searchmartin 50
51. Information Providers
Every Niche has existing information providers:
These may be popular blogs, forums, review
sites, basically – anywhere where your audience is
already gathering.
Use tools like Searchmetrics to find their most
important groups of keywords, this will guide your
content production towards the most valuable
content to attract visitors in the greatest volume.
Its unlikely that your direct ecommerce competition is
already doing this…
Questions? tweet @searchmartin 51
52. Turbocharge Data Gathering
Leverage the speed & flexibility of PPC:
Once you have a clearer picture of what you
think you should be ranking for run broad
matched paid search campaigns for a few
days, with medium to high bid prices, and
uncapped budgets ($10,000s per day).
This will give you a better picture of the
marketplace than any amount of consumer
research ever could.
Questions? tweet @searchmartin 52
53. Use Adwords Segmentation for SEO
Use Adwords Audiences on Organic Traffic:
It can be a great way of targeting the right
message to the right consumers, and keeping
track of how your SEO has influenced your paid
search campaigns.
You can further filter the right advertising
message to the right audience, maximizing your
potential returns.
Questions? tweet @searchmartin 53
54. Hack Affiliate Software for Funnel Attribution
Hack class leading attribution tracking:
Getting your ROI from content production is
notoriously tough – but there is a relatively easy
and cost effective way.
Experiment with your own in house affiliate
tracking solution, Post Affiliate Pro is a great
example of software that handles multi touch
attribution in a straight forward environment, just
setup Google Organic, Adwords, and referral
sources as different “affiliates” with unique
contribution values.
Questions? tweet @searchmartin 54
55. Turn visitors into an army of marketers
Give a sense of achievement
LinkedIn gave “status” to power
users and invited them to tweet
about it. Its also an awesome
CRM tool!
Questions? tweet @searchmartin 55
56. Use your existing assets wisely
You’ve built up Social Media
Assets – USE them!
For years everyone has thought
about follower count or total likes –
lets start using them!
Be human, ask your influential
followers to give their feedback on
your content, you’ll get great
information and social shares that
count.
Questions? tweet @searchmartin 56