How-to Generate Revenue        throughInbound Marketing
I am Ryan Hanley• Director of Marketing, CIC   – The Murray Group     Insurance Services, Inc• Creator/Editor   – www.Ryan...
Ground Rules• Ask lots of questions…  – Even dumb questions     • I don’t expect you to be an expert  – Be prepared for my...
Common Barriers  to Success Online• Cost   – My entire web presence costs less than $500 a year.• Time   – Online activiti...
Everyday I watch so many brilliant   people with invaluable life and business experience come to theblogosphere and approa...
Success Online is derived    from your ability to consistently deliver valueand has nothing to do with your technical know...
Marketing to theConnected Generation
The Connected Generation  communicates, builds relationships and makes  buying decisions using digital and social media.
Marketing to the    Unconnected Generation•   Ask for Referrals•   Network at Chamber Events•   Drop-ins•   Harass Family ...
We are no longer theGatekeepers of Insurance       Expertise
Digital and Social MarketingStrategies Reverse the Flow of    Value from Provider to          Consumer
Today you deliver value, Tomorrow you build a     relationship.
Success isn’t about YOU. It’s a derivative of being all about       everyone else...
Create content that is  remarkable, that is enjoyable{and easy} to consume, and lets the reader know exactly what   you wa...
Marketing to theConnected Generation • 60% of Twitter & Facebook users are   more likely to recommend a brand   they follo...
“There’s a secret that real writers know that wannabewriters don’t, and the secret is this: It’s not the writingpart that’...
The ResistanceResistance is the equal and opposite force to  starting.• Resistance is what keeps us from  integrating cont...
ContentMarketing
Get Found in Search...
Content Marketing:- is a marketing technique of creating and distributingrelevant and valuable content to attract, acquire...
Why Content Marketing• A blog gets you 55% more traffic   – Via Hubspot• Content is a Top 3 reason people  follow brands o...
Worn Calipers     andKeyword Search
Keyword Search•   Google Keyword Tool•   Google Trends•   Google Auto Fill•   3rd party tools    – Market Samurai    – SEO...
My SEO Experiment• Answer 100 Questions   – By video   – Two minutes of less   – Post on YouTube• Create a corresponding b...
“If you could only have oneinsurance question answered      what would it be?”
No Action No Traffic
Lots of Action Lots of Traffic
Search Traffic
Revenue from Online Activities
In 3 Days$4,975
15 minutes a day
7 Days a week
For 100 Days
In 3 Days$4,975
$3.32 a minute
$200 a Hour
$200 an   $1,600 a   $8,000 a   47 Weeks   $376,000 Hour       Day       Week       of Work    a Year
Don’t NeglectMobile Search
Importance of    Mobile Content•   Over the last year I’ve consistently received    between 12% - 15% of my monthly traffic...
What Social Media Should I Use?•   Facebook•   LinkedIn•   Twitter•   Google+•   YouTube•   Pinterest•   Foursquare•   Yelp
Google+
Why use Google+• Posts are indexed by Google• Social search relevance with  connections    – Authorship tag•   High-qualit...
Reviews are the currency     of the Internet
Google wants you to use Google productshttp://www.tastyplacement.com/infographic-   testing-social-media-signals-in-search
Authorship Tag
Authorship Tag
Facebook
Facebook Stats• 75% of people feel more connected to Brand on  Facebook• 69% of people have “liked” a page because of a Fr...
How do we generaterevenue on Facebook?
Get More Facebook Likes• Buy easy to remember domain  – www.likeYOURAGENCY.com• Facebook Address on Everything• Facebook A...
Post Better Content  Boring content yields boring            results
ACTION ITEM #3
Businessposts are anecessity…But makethemrelevant toyour clientsconcerns
Every post does not need to beprofessional or   insurance     related
Let yourclients knowwhere elseyou wantthem toconnect withyou
Show your support for the community
FacebookPromoted Posts  Worth the money?
Who wouldn’t“Like” this   post?
Howmuch is Actionworth to  you?
Promoted Posts Results
Blogging
Where do we get        content?•   Client questions    • The weather•   CE Classes          • Safety tips•   Trade magazin...
http://socialtriggers.com  /perfect-blog-       post/
Thank You• Ryan Hanley, CIC  – Twitter: @RyanHanley_Com  – Marketing | www.RyanHanley.com  – Insurance | www.MurrayGRP.com...
Resources   •   http://www.seomoz.org/blog/the-anatomy-                 of-tomorrows-inbound-marketing-strategy-          ...
How to Generate Revenue from Inbound Marketing
How to Generate Revenue from Inbound Marketing
How to Generate Revenue from Inbound Marketing
How to Generate Revenue from Inbound Marketing
How to Generate Revenue from Inbound Marketing
How to Generate Revenue from Inbound Marketing
How to Generate Revenue from Inbound Marketing
How to Generate Revenue from Inbound Marketing
How to Generate Revenue from Inbound Marketing
Upcoming SlideShare
Loading in...5
×

How to Generate Revenue from Inbound Marketing

2,824

Published on

Inbound marketing holds the key to small business growth in today's business landscape. In this presentation we discuss inbound marketing, content marketing and social media marketing concepts and strategies that can, if implemented with belief and dedication, drive exponential growth for small businesses, despite their Big Box competitors.

How to Generate Revenue from Inbound Marketing

  1. 1. How-to Generate Revenue throughInbound Marketing
  2. 2. I am Ryan Hanley• Director of Marketing, CIC – The Murray Group Insurance Services, Inc• Creator/Editor – www.RyanHanley.com• Author – The Social Tools Book – No BS Guide to a Successful Blog• Producer of – The Content Warfare Podcast
  3. 3. Ground Rules• Ask lots of questions… – Even dumb questions • I don’t expect you to be an expert – Be prepared for my honest opinion – You can always follow up with me• I may go on a tangent – I promise it will always be relevant• I don’t care if you email or send texts• You don’t have to ask me to go the bathroom
  4. 4. Common Barriers to Success Online• Cost – My entire web presence costs less than $500 a year.• Time – Online activities are revenue generating• Knowledge – If you can send an email you have the skills to succeed Online• Lack of Confidence – Practice builds confidence• Not the Habit – Integrate Online activities long enough and they will soon become the way we’ve always done business
  5. 5. Everyday I watch so many brilliant people with invaluable life and business experience come to theblogosphere and approach it all as if they’re starting from scratch. - Srinivas Rao
  6. 6. Success Online is derived from your ability to consistently deliver valueand has nothing to do with your technical knowledge of the Internet.
  7. 7. Marketing to theConnected Generation
  8. 8. The Connected Generation communicates, builds relationships and makes buying decisions using digital and social media.
  9. 9. Marketing to the Unconnected Generation• Ask for Referrals• Network at Chamber Events• Drop-ins• Harass Family Members• Sponsor Charity Events• Yellow Pages• Billboards• Radio• Newspaper• Cold call
  10. 10. We are no longer theGatekeepers of Insurance Expertise
  11. 11. Digital and Social MarketingStrategies Reverse the Flow of Value from Provider to Consumer
  12. 12. Today you deliver value, Tomorrow you build a relationship.
  13. 13. Success isn’t about YOU. It’s a derivative of being all about everyone else...
  14. 14. Create content that is remarkable, that is enjoyable{and easy} to consume, and lets the reader know exactly what you want them to do next. - Copyblogger
  15. 15. Marketing to theConnected Generation • 60% of Twitter & Facebook users are more likely to recommend a brand they follow • 67% of Twitter users are more likely to buy from a brand they follow
  16. 16. “There’s a secret that real writers know that wannabewriters don’t, and the secret is this: It’s not the writingpart that’s hard. What’s hard is sitting down to write.” - Steven Pressfield, The War of Art
  17. 17. The ResistanceResistance is the equal and opposite force to starting.• Resistance is what keeps us from integrating content marketing into our Agency.• Resistance is what whispers in our ear that no one cares about our blog.• Resistance is why we don’t update our profile pictures.• Resistance is why we “Work only on referrals…”
  18. 18. ContentMarketing
  19. 19. Get Found in Search...
  20. 20. Content Marketing:- is a marketing technique of creating and distributingrelevant and valuable content to attract, acquire, andengage a clearly defined and understood targetaudience - with the objective of driving profitablecustomer action.SEO (Search Engine Optimization):- is the process of improving the visibility ofa website or blog in a search engines "natural," or un-paid "organic“ search results.
  21. 21. Why Content Marketing• A blog gets you 55% more traffic – Via Hubspot• Content is a Top 3 reason people follow brands on social media – Via Content+
  22. 22. Worn Calipers andKeyword Search
  23. 23. Keyword Search• Google Keyword Tool• Google Trends• Google Auto Fill• 3rd party tools – Market Samurai – SEO Professor – Scribe
  24. 24. My SEO Experiment• Answer 100 Questions – By video – Two minutes of less – Post on YouTube• Create a corresponding blog post – Embed YouTube video in the blog post• Post link directly in Facebook• Post link directly in Google+• Post link directly in LinkedIN – and Relevant Groups• Put links to post in email newsletter
  25. 25. “If you could only have oneinsurance question answered what would it be?”
  26. 26. No Action No Traffic
  27. 27. Lots of Action Lots of Traffic
  28. 28. Search Traffic
  29. 29. Revenue from Online Activities
  30. 30. In 3 Days$4,975
  31. 31. 15 minutes a day
  32. 32. 7 Days a week
  33. 33. For 100 Days
  34. 34. In 3 Days$4,975
  35. 35. $3.32 a minute
  36. 36. $200 a Hour
  37. 37. $200 an $1,600 a $8,000 a 47 Weeks $376,000 Hour Day Week of Work a Year
  38. 38. Don’t NeglectMobile Search
  39. 39. Importance of Mobile Content• Over the last year I’ve consistently received between 12% - 15% of my monthly traffic from mobile devices• How many of your read email on your phone? People are clicking through email links to your website on their phone.
  40. 40. What Social Media Should I Use?• Facebook• LinkedIn• Twitter• Google+• YouTube• Pinterest• Foursquare• Yelp
  41. 41. Google+
  42. 42. Why use Google+• Posts are indexed by Google• Social search relevance with connections – Authorship tag• High-quality media sharing• Google Hangouts• Google Local Reviews• It’s Google…
  43. 43. Reviews are the currency of the Internet
  44. 44. Google wants you to use Google productshttp://www.tastyplacement.com/infographic- testing-social-media-signals-in-search
  45. 45. Authorship Tag
  46. 46. Authorship Tag
  47. 47. Facebook
  48. 48. Facebook Stats• 75% of people feel more connected to Brand on Facebook• 69% of people have “liked” a page because of a Friend• “Liked” content averages 6.9 positions higher in search results• 23% of consumers under the age of 35 will purchase because of a friend’s recommendation on social media• 21% of consumers age 35 – 49 will purchase because of a friend’s recommendation on social media• http://pinterest.com/ryanhanley/social-media-infographics/• http://socialmouths.com/blog/2012/07/31/from-likes-to-buys/• http://blog.hubspot.com/blog/tabid/6307/bid/33629/50-of-Facebook-Fans-Prefer-Brand-Pages-to- Company-Websites-INFOGRAPHIC.aspx
  49. 49. How do we generaterevenue on Facebook?
  50. 50. Get More Facebook Likes• Buy easy to remember domain – www.likeYOURAGENCY.com• Facebook Address on Everything• Facebook Address displayed on Website w/ Link• Link to agency page from personal profile• Facebook Address in email signature• Invite clients and friends to Like agency page
  51. 51. Post Better Content Boring content yields boring results
  52. 52. ACTION ITEM #3
  53. 53. Businessposts are anecessity…But makethemrelevant toyour clientsconcerns
  54. 54. Every post does not need to beprofessional or insurance related
  55. 55. Let yourclients knowwhere elseyou wantthem toconnect withyou
  56. 56. Show your support for the community
  57. 57. FacebookPromoted Posts Worth the money?
  58. 58. Who wouldn’t“Like” this post?
  59. 59. Howmuch is Actionworth to you?
  60. 60. Promoted Posts Results
  61. 61. Blogging
  62. 62. Where do we get content?• Client questions • The weather• CE Classes • Safety tips• Trade magazine • Other insurance• Community events agencies• Charitable events • Your own• Employee success experience• Testimonials • New technology• Case studies • Market changes • Industry events
  63. 63. http://socialtriggers.com /perfect-blog- post/
  64. 64. Thank You• Ryan Hanley, CIC – Twitter: @RyanHanley_Com – Marketing | www.RyanHanley.com – Insurance | www.MurrayGRP.com – Email: ryan@ryanhanley.com I wish you all Success in your Online Marketing!
  65. 65. Resources • http://www.seomoz.org/blog/the-anatomy- of-tomorrows-inbound-marketing-strategy- today • http://unbounce.com/content-marketing/ anatomy/ • http://www.rightmixmarketing.com/business- blog/blogging-checklis/ • http://www.copyblogger.com/content-and- branding/ • http://www.searchenginejournal.com/an- seos-ultimate-post-penguin-checklist- infographic/48228/ • http://unbounce.com/social-media/7-useful- google-plus-infographics-for-business/ • http://blog.kissmetrics.com/science-of-blog- timing/ • http://www.seobook.com/learn-seo/ infographics/goldilocks.php • http://www.chrisbrogan.com/ gplusinfographic/ • http://www.rocketwatcher.com/blog/ 2011/06/startup-launch-marketing.html
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×