Inbound Marketing

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Overview and intro to inbound/social media marketing, presentation given at WordCamp Louisville in Dec 2010

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Inbound Marketing

  1. 1. Inbound Marketing Source: Hubspot
  2. 2. What are the benefits of Inbound Marketing? source: http://bit.ly/imtoons
  3. 3. Overview of Inbound Marketing
  4. 4. Are you measuring now? GOALS
  5. 5. Offline, it’s the same process. GOALS
  6. 6. Customer Feedback Clientele, Vendors Leads or Inquiries GOALS Online + Offline Metrics are Related
  7. 7. Reputation Intelligence Monitoring Track what people are already saying about you GOALS
  8. 8. Baseline, anyone? Quantify current levels before you start GOALS
  9. 9. Description of Character Name: George Michaels Age: 37 Education: B.S. Business Economics and Public Policy, M.B.A. Marital Status: Married Location: Norfolk, Virginia Characteristics George is a very busy father of two. He currently lives in the suburbs of Norfolk Virginia and does consulting work for several military manufacturers that work with the local navy base. George has been in the business world for 13 years after graduating Colorado University with a M.B.A. George’s wife of 10 years and his two kids Mary (10yrs old) and Joe (12yrs old) are his prized assets. With his busy schedule George tries to optimize his work life to minimize late nights. George always uses his laptop as he never knows when he will be asked to talk with clients. George loves being able to take all his work with him but hates technical components of getting his information to clients other than using e-mail or a print out. Reasons for choosing WiCenter George has meeting with many military manufacturers on a regular basis. During these meeting’s George won’t always have access to a space that allows him to project his PowerPoint presentations. George usually has always needed to bring copies of his PowerPoint presentations which always have made his bags heavy and burdensome. George needs his clients to be able to views these files but he hates carrying all the items to client meetings. He would also like to be able to on the fly share other documents that might be needed to support his meetings. What he is interested in George wants to be able to share his PowerPoint presentation with clients along with other files on the fly. He also wants a quick and easy way to show presentation even when a projector is not available. Expectations He is looking for a quick and easy solution that doesn’t have a high learning curve that will easily fit into his busy schedule. Make Personas WHO WHAT WHEN WHERE WHY GOALS
  10. 10. Define your Goals Specifically. When you know where you are, then you figure out where you want to go and you give it a timeframe. Write it down. Then break it out into daily, weekly and monthly goals. 10,000 subscribers in a year 30 new sales leads a month 25 phone calls a week 14 new workshops booked in the next quarter GOALS
  11. 11. What does it take to get same results as goals with outbound marketing/current methods? How much direct mail? How many cold calls? How much display advertising? Write it down. IMPORTANT : GOALS
  12. 12. GOALS CREATE A LANDING PAGE OR DEDICATED POST FOR EACH CALL TO ACTION PUT A CALL TO ACTION ON EACH PAGE Because you will...
  13. 13. GOALS
  14. 14. Use Advanced Segments with Google Analytics GOALS
  15. 15. Now you can plan your content, my friends Interesting Authentic Valuable Entertaining Informative Charming Evocative Witty A little Dangerous CONTENT
  16. 16. Too intimidating? Maybe think of it like a healthy diet source: food-faq.net High level content/tools Theories backed by data News, Observations, Reviews, Insights, Everyday stuff Guest Posts, Interviews, Research Stories, Funny stuff CONTENT
  17. 17. Either write something worth reading or do something worth writing. -Ben Franklin WHITEPAPERS WEBINARS VIDEOS INFOGRAPHICS TUTORIALS RECIPES PHOTOJOURNALS SLIDES APPS STATISTICS CASE STUDIES CONTESTS QUIZZES “ “ CONTENT
  18. 18. source: http://0at.org/blog/pig_monster Don’t give in to fear CONTENT
  19. 19. Use Numbers in Your Headlines 5 Ways to Make Content Compelling Tell a Story A Mother’s Journey with her Son as He Loses His Battle with Cance r CONTENT
  20. 20. Surprise People CONTENT
  21. 21. Get Specific MEET THE NEEDS OF AND WRITE TO YOUR PERSONAS/ TARGET CONTENT
  22. 22. CHOOSE YOUR ENGAGEMENT CHANNEL Nurture your online relationships, Don’t just Broadcast CONTENT
  23. 23. BUT IT TAKES TOO MUCH TIME! CONTENT
  24. 24. It’s all about Relationships and Engagement Are you talking ALL the time? CONTENT
  25. 25. Conversion Subscribe Accept an Idea Donate Call Download Volunteer Purchase Renew Register CONVERT Don’t ask them to marry you on the first date.
  26. 26. source: David Meerman Scott http://www.davidmeermanscott.com/resources.htm FEED YOUR CONTENT CONVERT
  27. 27. NURTURE YOUR RELATIONSHIPS WITH EMAIL CONVERT
  28. 28. MEASURE, MOVE, MEASURE, MOVE ANALYZE
  29. 29. Get all this and more at http://www.redtoadmedia.com/goodies.php http://www.redtoadmedia.com/goodies.php Convert Calls to Action Landing Pages Which Test Won Email News Service Analyze Website Optimizer Google Analytics Home Goals Marketing Strategy Template How to Set up Advanced Segments in Google Analytics Social Mention TrackurStepRepGoal Spreadsheet Content/Getting Found The War of Art Using Social Media to Drive Traffic The Dash Social Media Ethics Twitter Tools (WordPress)Analytics for WordPress ShareThis for WordPress The War of Art Using Social Media to Drive Traffic The Dash Social Media Ethics Twitter Tools (WordPress)Analytics for WordPress ShareThis for WordPress The War of Art Using Social Media to Drive Traffic The Dash Social Media Ethics Twitter Tools (WordPress)Analytics for WordPress ShareThis for WordPress The War of Art Using Social Media to Drive Traffic The Dash Social Media Ethics Twitter Tools (WordPress)Analytics for WordPress ShareThis for WordPress
  30. 30. Red Toad Media is a small graphic and web design shop located on the outskirts of Louisville, KY. We've been in business since 2001, doing web and print design for mostly local businesses. We do work remotely and in other markets if the project warrants it and we have worked with teams and clients in Chicago, Atlanta, New York City and Nashville. We use inbound marketing ourselves and try to teach our clients to use it to maximize their profits Anne Sallee Miles is the owner and Toad-in-Chief at Red Toad Media. A trained graphic designer, Anne's strength lies in her ability to translate messages to the web through user interface design, web graphic and animation design, web copywriting and social media marketing. Anne has designed everything from software interfaces to children’s books. She has taught college courses and also worked as a multimedia specialist for a Fortune 500 Company. She has designed for a gamut of clients, from a national magazine to tiny home-based start-ups. She is currently working on an article for Smashing Magazine about user interface design and is really excited about it. For a packet of resources she has collected and uses regularly, visit http://www.redtoadmedia.com/goodies.php

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