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Skoda Minotti Speaker Series - Inbound Marketing

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Download this informative presentation by Jonathan Ebenstein, Partner-in-Charge of Skoda Minotti's Marketing Group, that will show you how to apply strategic Inbound Marketing tactics such as website …

Download this informative presentation by Jonathan Ebenstein, Partner-in-Charge of Skoda Minotti's Marketing Group, that will show you how to apply strategic Inbound Marketing tactics such as website design, search engine optimization (SEO), paid search, email marketing, mobile and social media to help generate the sales opportunities your company requires to compete and increase market share.

Published in: Marketing, Business, Technology

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  • Balance between outbound marketing and inbound marketing. Continues to work for you on an ongoing basis. And may work harder and have longer duration than say an ad in a monthly business publication. It also more trackable.
  • Balance between outbound marketing and inbound marketing. Continues to work for you on an ongoing basis. And may work harder and have longer duration than say an ad in a monthly business publication. It also more trackable.
  • Typical search result layout page layout. These can vary depending on the type of search. Sometimes, you will see a map, images, videos, etc.
  • Google Keyword Planner - https://adwords.google.com/ko/KeywordPlanner/Find out number of searches in Google monthly and estimated cost in AdWords. How do you go about conducting key word searches? Google has a tool. Anyone can use it. Google keyword tool and it will pop up. It’s free. It will give you suiggestedtyerms based on the keyterm you recommended. It will tel you what people are searching for and then you can customize your keyword strategy based on the keyword researchj. It all starts with the research. You need to know what people are searching for before you can target. your pages
  • Title tags are the first place Google looks for search purposes on your page. Make sure these tags are keyword friendly. Base this off of your keyword research.
  • Using only your company name in your title tag will not help you for SEO. Consider adding service/geographic targeted keywords to optimize your page titles. Also, do not repeat page titles throughout the site. Each page should have a unique page title and description.
  • Headlines are also important to Google. Being descriptive here can help for more specific searches in Google such as “Employee Benefit Plan Selection Services” and help qualified prospects find your website.
  • Using a one-word or generic title will make it tougher for your firm to standout in search results. A more descriptive title and headline such as “tax department outsourcing” may have helped to bring in additional qualified search traffic.
  • Think of a meta description as an “elevator pitch” to get a searcher to click on your search result. It is on brand and describes what they do.
  • Meta descriptions longer than approximately 160 characters will be cutoff by Google. Keep your meta descriptions short and to the point. No detail of what they do. How they help clients.
  • Google looks at links to your website from other sites just like you would think of a referral from a professional contact. If you hold that contact in high regard, their referral carries more weight than if it was a contact with little or no reputation. Thus, the better the reputation of the site linking to you, the bigger SEO boost you’ll receive.
  • The more quality links that you have pointing to your site, the more highly Google will think of your site. The best way to build links is to create content that people want to share through social media or even through traditional media channels.
  • We highly recommend the implementation of a blog for most companies as a way to spur content creation. Creating content on a regular basis is a great way to improve search engine rankings as well as position yourself as a resource to your clients and contacts.
  • Blogging can generate substantial traffic for your website. SM blog started in 2009 and is on pace to pass 30,000 visits in 2012.
  • There are many free platforms on which to host your blog. Wordpress is the most popular and is easy to get started with.
  • Pick one athat’s and focus and be stroingat it.
  • LinkedIn recently launched new company pages. Make sure to update your page with a new cover photo, products and services, etc. Encourage employees to share your updates with their connections. Exponentially get your message out.
  • Make it easy for contacts to signup for your newsletter. Opt-in lists are more effective.
  • Make it easy for contacts to signup for your newsletter. Opt-in lists are more effective.
  • Remember to include call to actions in your email sends. Takes you back to landing pages. I’ll show you what that looks like in a minuite.
  • Tracking…
  • Use calls-to-action like “Quote Requests” in prominent areas of your site to increase visitor conversions.
  • Use calls-to-action like “Quote Requests” in prominent areas of your site to increase visitor conversions.
  • When advertising online, make sure to send visitors to a specific landing page with a distinct call to action (like a quote request form).
  • Google Analytics provides free reporting for your website but requires a snippet of code to your website. You can track statistics such as Visits, Pages/Visits, Avg. Time on Site, Bounce Rate, etc.
  • Browsers are now encrypting organicsearches. Which means the ability to analyze the search hits from keywords will be gone. If you want to see you need to be running AdWords to see all the search Traffic. But you will only be seeing AdWords. You still won’t see the organic SearchesGoogle is doing this sell more Adwords.If you want the same level of detail you want to be using Google AdWrods. The end result = if you want more indepth info on your Keyword data. You are not gong to be able to analzye organic traffic the way you used to but you can still analyze Paid
  • Track websites that are sending you traffic.
  • Track your most popular pages. Check your traffic and as appropriate market with call to Actions.
  • Good to know whether you need to consider a mobile version of you About 10% of ouorsite traffic webiste.
  • It’s possible to get a much more comprehensive view of what leads are doing on your website. It starts with capturing their contact information through a landing page.
  • Lead tracking software such as HubSpot will help you track individual lead activity.
  • Using lead tracking software, you can gauge their interest in various topics and services.
  • It is also possible to track companies who have found your site online but did not fill out a form while there were there.
  • Transcript

    • 1. Skoda Minotti Speaker Series Inbound Marketing November 8, 2013
    • 2. MARKETING SERVICES OVERVIEW How It Got Started • It seemed like a good idea… • Day 1: Set up as agency • Built out the Internal Marketing Dept. 2006 - 2009 • Clients started to inquire • Great added value service • Launched Marketing Services Group in February 2009 • Sought out and added talented people
    • 3. 3 INBOUND MARKETING What is Inbound Marketing? • Creating content that your customers & prospects will seek out rather than pushing your message onto them • Creating marketing content that your target audience highly values • Making yourself and your content easy to find • Works harder and longer than traditional outbound marketing tactics
    • 4. AGENDA • • • • • • • • Search Engine Optimization Blogging Social Media Email Marketing Calls-to-Action & Landing Pages Analytics Measurement Lead Tracking Creating An Inbound Campaign
    • 5. Search Engine Optimization
    • 6. PAID VS. ORGANIC
    • 7. PAID VS. ORGANIC Does Anyone Click On Paid Ads? • Depends on the search • People trying to buy products or services favor PPC • Questions and informational searches favor organic
    • 8. SEO - GOOGLE KEYWORD PLANNER
    • 9. SEO PAGE TITLES
    • 10. SEO PAGE TITLES
    • 11. SEO HEADLINES
    • 12. 12 SEO HEADLINES
    • 13. SEO META DESCRIPTIONS
    • 14. SEO META DESCRIPTIONS
    • 15. SEO LINKS
    • 16. SEO LINK BUILDING Find New Link Partners • • • • • • Partners/vendors Trade associations Community organizations Local Chambers of Commerce Better Business Bureau College/Universities (recruiting)
    • 17. Blogging
    • 18. BLOGGING 2009 Search Hits: 1,115 Blogs Posted: 131 2010 Search Hits: 5,866 Blogs Posted:174 2011 Search Hits: 12,712 Blogs Posted: 200 2012 Search Hits: 20,416 Blogs Posted: 274
    • 19. BLOGGING Blog Platform WordPress Blog.com Blogger
    • 20. Social Media
    • 21. SOCIAL MEDIA How it Can be Leveraged • • • • • • • • • • • Brand awareness / building Promote corporate news and events Information exchange / share tips / best practices Build subject matter experts Drive web traffic, specifically to thought leadership entries Listen and monitor relevant market conversation Exclusive offers / promotions Real-world research / customer feedback Stay connected with customers and prospects Recruiting / HR Connect, network and set up meetings
    • 22. SOCIAL MEDIA
    • 23. Email Marketing
    • 24. EMAIL MARKETING
    • 25. EMAIL MARKETING
    • 26. EMAIL MARKETING
    • 27. EMAIL MARKETING
    • 28. EMAIL SERVICE PROVIDERS Find your ESP: www.marketingsherpa.com/page/espinator MailChimp ExactTarget Constant Contact
    • 29. Calls-to-Action/ Landing Pages CALL-TO-ACTION Sign Up Get Started Order Now Read Now Download Free Trial
    • 30. CALLS-TO-ACTION / LANDING PAGES • Capitalize on traffic you are driving with calls-to-action (CTAs) and landing pages • CTAs drive traffic to landing pages • Landing pages convert traffic into leads
    • 31. CALLS-TO-ACTION / LANDING PAGES
    • 32. CALLS-TO-ACTION / LANDING PAGES
    • 33. CALLS-TO-ACTION / LANDING PAGES
    • 34. CASE STUDY Importance of Calls-to-Action and Landing Pages Proper use of landing pages and calls-to-action can have a significant impact on the effectiveness (and cost) of your marketing efforts. Consider the Disk Copy example before and after the CTA and landing page redesign. Prior to Post Redesign Redesign Conversion Rate (All Visitors) 2.50% 6.80% Conversion Rate (AdWords) 2.42% 7.04% Cost/Conversion (AdWords) $88.44 $33.66
    • 35. Analytics/ Measurement Web Analytics
    • 36. GOOGLE ANALYTICS
    • 37. GOOGLE ANALYTICS Organic Search Traffic Paid Search Traffic
    • 38. ANALYTICS REFERRING SITES
    • 39. ANALYTICS TOP CONTENT
    • 40. WEBSITE TRACKING Devices Source: www.w3schools.com
    • 41. Lead Tracking
    • 42. LEAD TRACKING LANDING PAGE
    • 43. LEAD TRACKING LEAD DETAILS company.com company.com
    • 44. LEAD TRACKING HISTORY
    • 45. LEAD TRACKING PROSPECTS Name Pages Seen Visitors Leads Visiting From
    • 46. Creating An Inbound Campaign
    • 47. CREATE AN OFFER Match Your Offer To Your Prospect • Top of the Funnel  E-book, FAQs, How to Guide • Middle of the Funnel  Seminar, Webinar, Free Trial • Bottom of the Funnel  One-on-One Consultation
    • 48. CREATE AN OFFER Define Your Offer • “Free Trial” • Website Report Card
    • 49. CREATE A CONVERSION PATH
    • 50. PROMOTE YOUR OFFER Promote Your Offer • • • • • • Add to webpage / blog Share via social media Include in regular e-communications Public relations Eblast Etc.
    • 51. FOLLOW-UP Follow Up • Deliver offer • Implement a process for follow-up  Create a team  Assign leads  Assign leader to oversee that follow-up was completed
    • 52. CONTACT US Jonathan Ebenstein Partner - Strategic Marketing Services Phone: (440) 449-6800 x7231 Email: jebenstein@skodaminotti.com Website: www.skodaminottimarketing.com Cleveland | Akron | Tampa Request a free website report card: www.skodaminottimarketing.com