Online Marketing Summit
Milwaukee, WI | June 28, 2010


      How to Build Your Inbound
         Marketing GamePlan
      ...
What is Inbound Marketing?!




             @paulroetzer #IMGamePlan   2
Get Found




            3
Outbound Marketing

                              800-555-1234!
                              Annoying!
                  ...
Inbound Marketing

Content	
     SEARCH	
        Social	
  Media	
  




                   @paulroetzer #IMGamePlan
By the Numbers

   15.5 billion core searches conducted in
                  April 2010




                      Source: ...
By the Numbers


 U.S Internet users watched 30.3 billion videos
                  in April 2010




                     ...
By the Numbers

More than 1 billion “tweets” estimated per month




                         Source: Royal Pingdom     8
By the Numbers
More than 25 billion pieces of content (web links, news stories, blog
 posts, notes, photo albums, etc.) sh...
By the Numbers
 •  More than 60 million status updates daily
 •  More than 1.5 million local businesses have active Pages
...
The Universal Goals: Leads & Loyalty

The Loyalty Factors
  •  Higher retention rates
  •  Lower cost per sale
  •  Increa...
The GamePlan in Action"

 •  Step 1: Clearly define and differentiate your brand.

 •  Step 2: Design and deploy a content...
The GamePlan in Action"

 •  Step 5: Build an integrated campaign: brand, Website,
    search, social media, content and P...
Discovery: 

Define, Differentiate & Design!




                                 15
The Scouting Report

Conduct a strategic analysis of audiences, the
organization and the industry.




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




                     ...
The Foundation: Brand & Website


Your brand and
website are the
two most important
elements of
building a strong
and prof...
Brand Marketing: Define & Differentiate

Every organization must define and differentiate itself.


   •  Share your story...
Brand Marketing: Define & Differentiate

  •  Who are we (in 160 characters or less, and without meaningless
     jargon)?...
Website: Design, Connect & Grow

 •  Content Management System (CMS)
 •  Analytics
 •  Blog
 •  Copywriting
 •  Design
 • ...
Audiences: 

Segment & Prioritize!




                        22
Think Beyond Prospects . . .

 •  Peers
 •  Competitors
 •  Vendors
 •  Partners
 •  Job Candidates
 •  Media
 •  Employee...
GamePlan Tip: Don’t fight it. Employees,
especially younger generations, are active in
social media with or without your o...
Objectives: 

Set Your Success Factors!




                            25
Winning Leads & Loyalty




                      @paulroetzer #IMGamePlan   26
Objective #1: Search Engine Rankings

Boost keyword rankings on top search engines.


  •  Top 10 keywords
  •  Traffic-pr...
Objective #2: Relationships

Establish and strengthen relationships.

  •  Followers
  •  Friends and Fans (aka Likes)
  •...
Objective #3: Positioning

Enhance positioning as a thought leader, innovator and
industry expert.
  •  Media inquiries
  ...
Objective #4: Brand

Build brand awareness, comprehension and preference.

  •  Media inquiries
  •  LinkedIn recommendati...
Strategies & Tactics: 

Take an Integrated Approach!




                               31
Driven by Content & Community




                                32
Search Marketing: Get Found

Search marketing refers to
the paid and organic
activities, including SEO, that
help boost yo...
GamePlan Tip: There are no shortcuts in search
marketing. Concentrate your efforts on
generating inbound links, traffic an...
Social Media: Monitor, Participate & Publish

Social media is about
listening, learning, building
relationships and bringi...
GamePlan Tip: Be authentic and bring value.
Social media is about listening, learning,
building relationships and bringing...
Content Marketing: Fresh & Relevant

Content marketing has
become the great
differentiator — a sustainable
competitive adv...
GamePlan Tip: Ask yourself . . . Who are our
buyer personas? What are their needs and pain
points? What value can we bring...
Public Relations: Relationships & Communications

Relationships and
communications remain
the foundation of the PR
industr...
GamePlan Tip: Carefully evaluate your PR
agency based on performance and capabilities.

Traditional PR agencies are strugg...
Budgets: 

Calculate Time & Money Investments!




                                  41
Build Dynamic Budgets

CONVENTIONAL
MARKETING pays for
interruption and
impressions, which means
you buy everything.



IN...
Major Budget Factors

 •  Strength of current website and need for design and
    optimization.
 •  Outsourcing of content...
Major Budget Factors

 •  Aggressiveness of growth goals.
 •  Stage of business lifecycle.
 •  Inbound marketing competenc...
SAMPLE: Inbound Marketing Budget




                    @paulroetzer #IMGamePlan   45
SAMPLE: Inbound Marketing Budget




                    @paulroetzer #IMGamePlan   46
Timelines: 

Track Activities & Milestones!




                                 47
Project Management

While inbound marketing
is all about the “New
Rules” of marketing and
PR, traditional project-
managem...
GamePlan Tip: Check out 37Signals Basecamp
for a simple and effective project management
solution. Visit www.37signals.com...
Measure & Evolve: 

Use Analytics to Adapt!




                          50
Keep Score of What Matters
 •  Website strength and campaign performance
 •  Website traffic and associated marketing even...
GamePlan Tip: Use monthly scorecards to
manage your inbound marketing campaigns.
Segment the scorecard into three sections...
The Beginning: 

  Look Beyond!




                   53
The social Web and inbound marketing have
leveled the playing field.

Underdogs and innovators now have the
power to grow ...
Your Challenge . . . It’s Time

  •  Differentiate your brand and build a powerful, lead-
     generating website.
  •  Co...
Your Challenge . . . It’s Time

  •  Participate and bring real value to online communities.
  •  Set dynamic, performance...
It’s time to build and activate your
 Inbound Marketing GamePlan.




                  @paulroetzer #IMGamePlan   57
Free Tools from HubSpot:
         http://Website.Grader.com
           http://Blog.Grader.com
              http://Grader....
Thank You!

        Paul Roetzer, PR 20/20
          www.PR2020.com
          paul@PR2020.com
            (216) 333-1242
 ...
Thank You
                         Visit
www.onlinemarketingsummit.com
       for more information

       	
  	
  	
  	
 ...
How To Build Your Inbound Marketing GamePlan
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How To Build Your Inbound Marketing GamePlan

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Learn how to generate leads and build loyalty by outthinking, not outspending, the competition. Inbound marketing is powered by content and community. In order to grow smarter and faster, organizations must maintain powerful Websites, participate in social media and continually publish great content. The Inbound Marketing GamePlan follows a proven eight-step system that concentrates on shifting resources to more effective and measurable inbound marketing strategies. Presented June 28, 2010 at Online Marketing Summit Milwaukee.

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How To Build Your Inbound Marketing GamePlan

  1. 1. 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 1
  2. 2. What is Inbound Marketing?! @paulroetzer #IMGamePlan 2
  3. 3. Get Found 3
  4. 4. Outbound Marketing 800-555-1234! Annoying! Salesperson! @paulroetzer #IMGamePlan
  5. 5. Inbound Marketing Content   SEARCH   Social  Media   @paulroetzer #IMGamePlan
  6. 6. By the Numbers 15.5 billion core searches conducted in April 2010 Source: comScore, Inc 6
  7. 7. By the Numbers U.S Internet users watched 30.3 billion videos in April 2010 Source: comScore, Inc 7
  8. 8. By the Numbers More than 1 billion “tweets” estimated per month Source: Royal Pingdom 8
  9. 9. By the Numbers More than 25 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month on Facebook 9
  10. 10. 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 10
  11. 11. 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 @paulroetzer #IMGamePlan 12
  12. 12. The GamePlan in Action" •  Step 1: Clearly define and differentiate your brand. •  Step 2: Design and deploy a content-driven website. •  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. @paulroetzer #IMGamePlan 13
  13. 13. 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. @paulroetzer #IMGamePlan 14
  14. 14. Discovery: 
 Define, Differentiate & Design! 15
  15. 15. The Scouting Report Conduct a strategic analysis of audiences, the organization and the industry. @paulroetzer #IMGamePlan 16
  16. 16. GamePlan Tip: Use SurveyMonkey to conduct discovery audits with internal and external audiences. @paulroetzer #IMGamePlan 17
  17. 17. The Foundation: Brand & Website Your brand and website are the two most important elements of building a strong and profitable inbound marketing campaign. 18
  18. 18. 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.   @paulroetzer #IMGamePlan 19
  19. 19. 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)? @paulroetzer #IMGamePlan 20
  20. 20. Website: Design, Connect & Grow •  Content Management System (CMS) •  Analytics •  Blog •  Copywriting •  Design •  Landing Pages •  Lead Forms •  Media room •  SEO @paulroetzer #IMGamePlan 21
  21. 21. Audiences: 
 Segment & Prioritize! 22
  22. 22. Think Beyond Prospects . . . •  Peers •  Competitors •  Vendors •  Partners •  Job Candidates •  Media •  Employees •  Prospects •  Customers 23
  23. 23. 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. @paulroetzer #IMGamePlan 24
  24. 24. Objectives: 
 Set Your Success Factors! 25
  25. 25. Winning Leads & Loyalty @paulroetzer #IMGamePlan 26
  26. 26. 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 @paulroetzer #IMGamePlan 27
  27. 27. Objective #2: Relationships Establish and strengthen relationships. •  Followers •  Friends and Fans (aka Likes) •  Members •  Blog subscribers and comments •  References •  Recommendations •  Referrals @paulroetzer #IMGamePlan 28
  28. 28. 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 @paulroetzer #IMGamePlan 29
  29. 29. 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 @paulroetzer #IMGamePlan 30
  30. 30. Strategies & Tactics: 
 Take an Integrated Approach! 31
  31. 31. Driven by Content & Community 32
  32. 32. 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. 33
  33. 33. 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. @paulroetzer #IMGamePlan 34
  34. 34. Social Media: Monitor, Participate & Publish Social media is about listening, learning, building relationships and bringing value to the communities relevant to your organization. 35
  35. 35. 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. @paulroetzer #IMGamePlan 36
  36. 36. 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). 37
  37. 37. 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? @paulroetzer #IMGamePlan 38
  38. 38. 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). 39
  39. 39. 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. @paulroetzer #IMGamePlan 40
  40. 40. Budgets: 
 Calculate Time & Money Investments! 41
  41. 41. Build Dynamic Budgets CONVENTIONAL MARKETING pays for interruption and impressions, which means you buy everything. INBOUND MARKETING pays for production, participation and performance. 42
  42. 42. 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. @paulroetzer #IMGamePlan 43
  43. 43. 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. @paulroetzer #IMGamePlan 44
  44. 44. SAMPLE: Inbound Marketing Budget @paulroetzer #IMGamePlan 45
  45. 45. SAMPLE: Inbound Marketing Budget @paulroetzer #IMGamePlan 46
  46. 46. Timelines: 
 Track Activities & Milestones! 47
  47. 47. Project Management While inbound marketing is all about the “New Rules” of marketing and PR, traditional project- management principles still apply. 48
  48. 48. GamePlan Tip: Check out 37Signals Basecamp for a simple and effective project management solution. Visit www.37signals.com. @paulroetzer #IMGamePlan 49
  49. 49. Measure & Evolve: 
 Use Analytics to Adapt! 50
  50. 50. 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 @paulroetzer #IMGamePlan 51
  51. 51. 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. @paulroetzer #IMGamePlan 52
  52. 52. The Beginning: 
 Look Beyond! 53
  53. 53. 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. @paulroetzer #IMGamePlan 54
  54. 54. 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. @paulroetzer #IMGamePlan 55
  55. 55. 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. @paulroetzer #IMGamePlan 56
  56. 56. It’s time to build and activate your Inbound Marketing GamePlan. @paulroetzer #IMGamePlan 57
  57. 57. Free Tools from HubSpot: http://Website.Grader.com http://Blog.Grader.com http://Grader.com Free Trial Offer: www.HubSpot.com/free-trial
  58. 58. Thank You! Paul Roetzer, PR 20/20 www.PR2020.com paul@PR2020.com (216) 333-1242 Twitter: @paulroetzer http://www.linkedin.com/in/paulroetzer 59
  59. 59. Thank You Visit www.onlinemarketingsummit.com for more information            Follow  us  @OMSummit 60
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