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Transform your Drupal site into an inbound marketing machine
Transform your Drupal site into an inbound marketing machine
Transform your Drupal site into an inbound marketing machine
Transform your Drupal site into an inbound marketing machine
Transform your Drupal site into an inbound marketing machine
Transform your Drupal site into an inbound marketing machine
Transform your Drupal site into an inbound marketing machine
Transform your Drupal site into an inbound marketing machine
Transform your Drupal site into an inbound marketing machine
Transform your Drupal site into an inbound marketing machine
Transform your Drupal site into an inbound marketing machine
Transform your Drupal site into an inbound marketing machine
Transform your Drupal site into an inbound marketing machine
Transform your Drupal site into an inbound marketing machine
Transform your Drupal site into an inbound marketing machine
Transform your Drupal site into an inbound marketing machine
Transform your Drupal site into an inbound marketing machine
Transform your Drupal site into an inbound marketing machine
Transform your Drupal site into an inbound marketing machine
Transform your Drupal site into an inbound marketing machine
Transform your Drupal site into an inbound marketing machine
Transform your Drupal site into an inbound marketing machine
Transform your Drupal site into an inbound marketing machine
Transform your Drupal site into an inbound marketing machine
Transform your Drupal site into an inbound marketing machine
Transform your Drupal site into an inbound marketing machine
Transform your Drupal site into an inbound marketing machine
Transform your Drupal site into an inbound marketing machine
Transform your Drupal site into an inbound marketing machine
Transform your Drupal site into an inbound marketing machine
Transform your Drupal site into an inbound marketing machine
Transform your Drupal site into an inbound marketing machine
Transform your Drupal site into an inbound marketing machine
Transform your Drupal site into an inbound marketing machine
Transform your Drupal site into an inbound marketing machine
Transform your Drupal site into an inbound marketing machine
Transform your Drupal site into an inbound marketing machine
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Transform your Drupal site into an inbound marketing machine

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Are traffic, engagement, and conversion vital to your website's success? Then this is the meetup you don't want to miss! …

Are traffic, engagement, and conversion vital to your website's success? Then this is the meetup you don't want to miss!

Websites aren't a Field of Dreams. Visitors won't just come if you build it. Once your site has launched, a whole new journey begins – building, engaging, and delighting your audience.

There are as many ways to market a website as there are Drupal modules; search engine optimization (SEO), social media, paid search (PPC), email marketing, content marketing, and much more. But fear not! Just as there is a standard set of modules you should use on every Drupal site, there is a standard mix of marketing techniques you should use as well.

In this presentation we will walk through the tools and tactics essential for making your website an inbound marketing machine. We will cover how to:

• build content that attracts visitors

• optimize your content for search engines (SEO)

• leverage social media to keep your audience engaged

• convert visitors into leads (or registrations and purchases)

• nurture leads into sales (marketing automation)

• keep your audience engaged and coming back for more

• use analytics to properly measure ROI and improve results

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  • The typical website most organizations have is what I call a brochureware website. It is bunch of page talking about the company and their products and services. The good part about these kinds of sites is they are cheap to do, particularly if you don’t care how impressive the look and feel is. But anyone who has owned this kind of website realize the problem, they don’t generate any business.Hardly anybody comes to these sites and those that do rarely turn into leads.
  • The web is not a Field of Dreams. You can not just build it and they will come.
  • Content is King.But not any content, you need to be strategic with your content. You need to engage and attract with your content. That is what we are going to be talking about in this session, I will cover the basics about how to create content, but we will spend most of our time on the attract and engage part.
  • Number of ads in a day
  • Inbound marketing starts with content. But not just any kind, content that is designed to attract, delight and engage. We call this attraction content. The most popular form of attraction content is blogs. But they can be videos, podcasts, wiki pages, forums and any number of a variety of other types. The key is that this content is all about your audience. It targets what they want, and what gets them excited. Attraction content is designed to build goodwill and creditability. To do that right, you need more than just great content. You need to move people from just reading your content to getting them engaged.
  • If you want a successful website, you need to start thinking like a publisher.
  • It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
  • It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
  • So we need to create content and we need content to connect with our users
  • So we need to create content and we need content to connect with our users
  • Since most people are familare with wr[photo: http://www.flickr.com/photos/mag3737/2940469019/]
  • Inbound marketing starts with content. But not just any kind, content that is designed to attract, delight and engage. We call this attraction content. The most popular form of attraction content is blogs. But they can be videos, podcasts, wiki pages, forums and any number of a variety of other types. The key is that this content is all about your audience. It targets what they want, and what gets them excited. Attraction content is designed to build goodwill and creditability. To do that right, you need more than just great content. You need to move people from just reading your content to getting them engaged.
  • Inbound marketing starts with content. But not just any kind, content that is designed to attract, delight and engage. We call this attraction content. The most popular form of attraction content is blogs. But they can be videos, podcasts, wiki pages, forums and any number of a variety of other types. The key is that this content is all about your audience. It targets what they want, and what gets them excited. Attraction content is designed to build goodwill and creditability. To do that right, you need more than just great content. You need to move people from just reading your content to getting them engaged.To get the most from attraction content we need to do a few a few extra things. First we need to optimize it for the search engines. This involves determining the best keyword phrases to target for each post and then optimizing the content around those keywords. If you are going after highly competitive keywords, you will need to cluster of posts to build up topical authority pages.Next we need to make the content social. This involves three essential components. First we need to make sure that our audiences can easily share the content with fiends in their preferred social networks such as Twitter, Facebook, LinkedIn and Google+. We also need to seed and feed the buzz buy sharing the content to our own fans. Then to complete the cycle we need to make sure that it is easy for people who enjoy the content to become social fans of our brand.Finally, you want to convert any casual or first time readers into repeat visitors by providing methods for people to subscribe to your content. RSS feeds and subscribe via email are two must haves to keep people coming back. For those serious about their inbound marketing should build their newsletter database via a subscribe form.
  • [photo: http://www.flickr.com/photos/missnita/509719978/]
  • [photo: http://www.flickr.com/photos/missnita/509719978/]
  • The second phase of the inbound marketing cycle is conversion. The most common type of conversion businesses are interested in is when a visitor submits a form to become a lead. There are other types of conversions such as when someone makes an online purchase, registers on a site or downloads a mobile app. For now lets just look at lead generation conversions.A common method for generating leads is a contact us form or request a quote. However, many savvy companies have realized that many of the visitors coming to their site are not ready to talk to a sale person. You don’t want to loose these potential future leads though. A great way to capture these prospects is to use premium offers.Examples of premium offers are ebooks, whitepapers or other giveaways that people would find valuable enough to submit their contact information. The optmial way to setup a premium offer is to create a landing page with a completing pitch and a webform. When the webform is submitted they would be redirected to a thank you page that would enable them to access the offer.There are many ways to promote the landing page, but one of the best is to drive traffic from your attraction content using well targeted Call to action.
  • If you want a successful website, you need to start thinking like a publisher.
  • If you want a successful website, you need to start thinking like a publisher.
  • If you want a successful website, you need to start thinking like a publisher.
  • The second phase of the inbound marketing cycle is conversion. The most common type of conversion businesses are interested in is when a visitor submits a form to become a lead. There are other types of conversions such as when someone makes an online purchase, registers on a site or downloads a mobile app. For now lets just look at lead generation conversions.A common method for generating leads is a contact us form or request a quote. However, many savvy companies have realized that many of the visitors coming to their site are not ready to talk to a sale person. You don’t want to loose these potential future leads though. A great way to capture these prospects is to use premium offers.Examples of premium offers are ebooks, whitepapers or other giveaways that people would find valuable enough to submit their contact information. The optmial way to setup a premium offer is to create a landing page with a completing pitch and a webform. When the webform is submitted they would be redirected to a thank you page that would enable them to access the offer.There are many ways to promote the landing page, but one of the best is to drive traffic from your attraction content using well targeted Call to action.
  • [photo: http://www.flickr.com/photos/missnita/509719978/]
  • TODO: leader in their niche
  • Who knows what this? Has anyone ever advertised in the Yellow pages?Has anyone here not ever used a Yellow pages
  • Transcript

    • 1. Transform your Drupal site into an inbound marketing machine flickr.com/photos/zigazou76/3622235298
    • 2. marketing progression
    • 3. traditional advertising • Ads have become noise • Media dilution • Ad circumvention • People don’t trust corporate communications
    • 4. typical website contact us form sales leads brochure content
    • 5. traditional advertising flickr.com/photos/mindus/7667601466
    • 6. fish were the fish are 1 2012 Google Official History, Comscore 2 DMR Sept 2013 report 5.1B searches/day1 Search 1.15B users2 500MM users2 343MM users2 238MM users2 Social organic search social media paid search $
    • 7. flickr.com/photos/patersor/3036321072/1 content is king remarkable & engagement is queen
    • 8. flickr.com/photos/38659937@N06/5752344624/http://www.flickr.com/photos/wwworks/864731205 interrupt and repeat delight and engage push marketing pull marketing
    • 9. Inbound process attract convert improve delight users delight stakeholders do it better
    • 10. attract
    • 11. attract: create attract convert improve Process • Content planning • Create & Optimize • Promote Tech • Content management • Blog • Multimedia • SEO • Social media
    • 12. process Planning • Results • Audience • Topics Create • Authoring • Optimizing • Publishing Promote • SEO • Social media
    • 13. Planning: results increase bike sales become a recognized leader in the local biking community Show the pictorial history of results bikes The site should be intuitive and easy to navigate The site should have a clean and professional look Be more viral To increase traffic to the site Increase bike rentals by 100% Reduce routine customer call inquires by 50% Sell more bike repair services Sell more bikes online Double our mailing list Staff should be able to add and edit content Expand our digital footprint Get 500 “Likes” on Facebook Visitors should be able to find what they want in no more than 3 clicks
    • 14. Planning: audience renter
    • 15. Planning: topics Audience driven • Conjecture • Ask • Monitor • Customer touch points • Social media • Search Author/staff driven • Passions • Recent projects Organization driven • News and events • Success stories
    • 16. Create: remarkable content Blend the art of story telling (literature) with the science of reporting (journalism) Be human Share or solve; don’t shill Delight and surprise
    • 17. Optimize search engines
    • 18. attract: tools high impact look style guide integration multi-media responsive (mobile) fast load time first impression taxonomy quality search recommendations social commenting social sharing subscribing engagement attraction content attract convert improve
    • 19. optimize & promote attract convert improve attraction content (blog) seo social media subscribe keyword research on page optimization authority link intelligence social sharing social follow social publishing feeds feed by email newsletter
    • 20. Demo: Anatomy of a blog flickr.com/photos/zigazou76/3622235298
    • 21. user author organization content workflow topics topic driven content optimization keyword research content optimization content authoring content authoring keywords competition popularity relevance keyword driven promotion keyword research
    • 22. seo architecture easy button SEOEssentials • Meta tags • Pathauto • Global redirect • Redirect • XML Sitemap
    • 23. Search optimization SEOTools • Keyword Research • Alchemy • Content Optimizer • Insight • Link Intel*
    • 24. Demo: SEO Tools flickr.com/photos/zigazou76/3622235298
    • 25. convert
    • 26. conversion process contact us form thank you pages  calls to action sales leads marketing leads landing page search social media attract convert improve attraction content  marketing automation content
    • 27. lead nuturing search engines ToFu MoFu BoFu
    • 28. premium content: top of the funnel search engines primary secondary tertiary solve their most pressing problems • what are their biggest pains day to day • what keeps them up at night
    • 29. the vision primary secondary tertiary ToFu ToFu blogs  blogs  ToFu blogs  ToFu blogs  blogs  MoFu MoFu ToFu BoFu BoFu MoFu MoFu BoFu BoFu MoFu BoFu
    • 30. conversion workflow entities thankyou page  calls to action landing page attract convert improve premium download contact database webform content 
    • 31. Conversion workflow Conversionmanager • Landing page app* • Calls to Action
    • 32. Demo: Conversion workflow flickr.com/photos/zigazou76/3622235298
    • 33. improve
    • 34. lead nurturing Visit from Google Read a post Positive first impression Sales call Share on social Found post Highly valuable Give marketing permission Enticed by premium offer Impressed by premium offer Register for followup offer Impressed by followup offer willingness to engage depthofengagement
    • 35. Intelligence visitors & contacts forms & landing pages attraction content (blog) info pages social shares comments video plays  page views conversions  calls to action impressions clicks conversions traffic valued events goals segmentation  clickstream segmentation scoring    marketing automation widgets & appssocial media analytics  intel framework traffic sources content conversion audience intelligence sources seo social media email keyword scoring keyword rankings ROI tracking  network scoring clickback tracking  campaign scoring clickthrough tracking 
    • 36. Demo: LevelTen Intelligence flickr.com/photos/zigazou76/3622235298
    • 37. thank you! Tom McCracken LevelTen Interactive Director Phone: 214.887.8586 Email: tom@leveltendesign.com Twitter: @levelten_tom Blog: leveltendesign.com/blog/tom LinkedIn: linkedin.com/in/tommccracken

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