Donuts & Inbound Marketing Class Presentation 2-22-13

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Donuts & Inbound Marketing Class Presentation 2-22-13

  1. 1. Donuts and Inbound MarketingFriday, February 22, 13
  2. 2. How to Ask QuestionsFriday, February 22, 13
  3. 3. Your Presenters Today Dane Jackson, Digital Marketing StrategistFriday, February 22, 13
  4. 4. The Whole Brain Group Delivers premium design & digital marketing services to growing companies, using strong in-house technical expertise and a results-driven process.Friday, February 22, 13
  5. 5. What we doFriday, February 22, 13
  6. 6. What we do PPC & Keyword Strategy Tech Support Social Media Google Analytics Video Engagement HubSpot SEO Integrated Digital Blogging Mobile Apps Training WordPress Development Content Strategy Marketing Pay-Per-Click Social Media Strategy Google AdWords Reporting Web Design Design Results Monitoring Lead GenerationFriday, February 22, 13
  7. 7. Our Difference • Technology is in our company DNA • We love to collaborate • We are perfectionists at heart • Process makes us happy • Results make us even happierFriday, February 22, 13
  8. 8. Our Team Right Brain (Creative) + Left Brain (Geeky) = Whole Brain Goodness!Friday, February 22, 13
  9. 9. And now the basics... • What is inbound marketing? • Why is it important to your business? • How do I get started? • What is the key to a successful inbound marketing strategy? • What are the techniques too draw qualified customers?Friday, February 22, 13
  10. 10. What is inbound marketing? • Traditional Marketing versus Inbound Marketing • Educated prospects • Lead nurturing and ready to buy prospects • Cost versus rewardsFriday, February 22, 13
  11. 11. Content marketing is part of an overall marketing strategy Content Marketing means creating and freely sharing informative content as a means of converting prospects into customers and customers into repeat buyers. - Copyblogger Source: http://www.businessinsider.com/social-media-marketing-landscape-complicated-2012-5Friday, February 22, 13
  12. 12. Smart Marketing Process: Strategy • Define your audience • Analyze your competition • Align your company & marketing goals • Do your research • Outline a plan: content, social media, SEO, pay-per-click ads • Define metrics for success • Establish 3-4 priorities per quarterFriday, February 22, 13
  13. 13. Smart Marketing Process: Strategy • Define your audience • Analyze your competition • Align your company & marketing goals • Do your research • Outline a plan: content, social media, SEO, pay-per-click ads • Define metrics for success • Establish 3-4 priorities per quarter AnnuallyFriday, February 22, 13
  14. 14. Smart Marketing Process: Execution • Develop a monthly content calendar • Keep priorities & goals in mind • Monitor, respond, engage • Follow your plan • Marketing Scorecard • Track leads, conversions, and web trafficFriday, February 22, 13
  15. 15. Smart Marketing Process: Execution • Develop a monthly content calendar • Keep priorities & goals in mind • Monitor, respond, engage • Follow your plan • Marketing Scorecard • Track leads, conversions, and web traffic MonthlyFriday, February 22, 13
  16. 16. Smart Marketing Process: Evolution • Standard reports to track results • Review priorities & results • What’s working, what’s not working • Stay focused • Be patient • Evolve your tactics • Set new priorities each quarterFriday, February 22, 13
  17. 17. Smart Marketing Process: Evolution • Standard reports to track results • Review priorities & results • What’s working, what’s not working • Stay focused • Be patient • Evolve your tactics • Set new priorities each quarter QuarterlyFriday, February 22, 13
  18. 18. How to get started Source: http://www.businessinsider.com/social-media-marketing-landscape-complicated-2012-5Friday, February 22, 13
  19. 19. Step 1: Define your ideal customer Who are you trying to reach? What do they care about? What pains to they need to solve?Friday, February 22, 13
  20. 20. Step 2: Examine your competitors What content are they creating? What content are they NOT creating? How can you set yourself apart?Friday, February 22, 13
  21. 21. Step 3: Define your authentic brand & voice What kind of vibe do you want to give off? What makes you different? What do you want people to feel when they interact with your brand?Friday, February 22, 13
  22. 22. Step 4: Do some keyword research What are people searching for? What questions are they asking? What keywords & phrases should https://adwords.google.com/select/KeywordToolExternal you be using in your content?Friday, February 22, 13
  23. 23. Step 5: Develop content that showcases your expertise How can you educate your buyers? What tools can you give them? ✴ Blog posts ✴ Resource center ✴ Checklists ✴ Webinars ✴ eBooks ✴ Videos ✴ Infographics ✴ Slide shows What content do you already have? Can you repurpose it & give it new life?Friday, February 22, 13
  24. 24. Step 6: Develop offers that will attract your ideal customers What are people looking for at each stage of the buying cycle? 1. Just looking or casually interested 2. Actively shopping & considering options 3. Ready to purchase or talk to someoneFriday, February 22, 13
  25. 25. Step 7: Capture contact information with landing pages • Keep forms & content simple • Language should match CTA • Show visitors what they’re getting • Encourage social sharingFriday, February 22, 13
  26. 26. Step 8: Drive traffic, cultivate relationships and build trust •Blogging •Social Media •Lead NurturingFriday, February 22, 13
  27. 27. Blog Engine Blogging: Keep writing about topics that will attract & educate your ideal customer ✴ Use keywords ✴ Encourage social ✴ Include calls to action sharing ✴ Keep content readable ✴ Be mobile friendlyFriday, February 22, 13
  28. 28. Social Engine Social Media: Promoting content and sharing your posts is effective tactic to drive traffic to your content. ✴ Use keywords ✴ Encourage social ✴ Include calls to action sharing ✴ Keep content readable ✴ Utilize relevant ✴ Be mobile friendly hashtagsFriday, February 22, 13
  29. 29. Lead Nurturing Engine Lead Nurturing: Re-engage prospects with content offers tailored to their interests ✴ Traditional sales ✴ Email Marketing ✴ In-person tactics ✴ Be mobile friendly networkingFriday, February 22, 13
  30. 30. Step 9: Work your plan & evolve your tactics Track your results Optimize your efforts Stop doing things that aren’t working Do more of the things that ARE working!Friday, February 22, 13
  31. 31. Follow a Smart Process ✓ Save time ✓ Stay on track ✓ Focus on measurable resultsFriday, February 22, 13
  32. 32. Where Do I Start? Decide on your overall goals Do your research (audience, competitors) Document your strategy Inventory what you already have Start creating!Friday, February 22, 13
  33. 33. Talk to us Whole Brain Group info@thewholebraingroup.com http://twitter.com/wholebraingroup http://www.facebook.com/wholebraingroupFriday, February 22, 13
  34. 34. Now What?Friday, February 22, 13
  35. 35. Download our Blogging Checklist The Sensible Blogging Checklist for Businesses Follow our simple suggestions to create an effective blogging strategy. • Define your goals and audience • Plan your content strategy • Make sure your blog is user-friendly • Optimize your posts for search • Encourage engagement & content circulation Scan QR code with your smartphone to request our eBook http://www.thewholebraingroup.com/sensible-blogging-checklist-infographic/Friday, February 22, 13
  36. 36. Download our Free eBook The Essential Step-by-Step Guide to Internet Marketing Whether your business is just getting started with internet marketing or you just want to brush up on the basics, this eBook can serve as your essential guide to setting up and implementing a successful internet marketing strategy, step-by-step! You will learn how to: ✓ Implement a keyword strategy ✓ Optimize your website & get found on search engines ✓ Create awesome shareable content ✓ & much more http://info.thewholebraingroup.com/free-internet-marketing-ebook-request Scan QR code with your smartphone to request our eBook The Step-by-Step Internet Marketing Guide is brought to you by The Whole Brain Group & HubSpot to help your business achieve success online. Friday, February 22, 13
  37. 37. Request a free consultation Your free 30-minute consultation will help you identify problem Talk to a Whole Brain Group expert about how your company can areas, and identify next steps for develop, manage, and execute complex web marketing strategies taking your digital marketing to with a strong focus on goals such as: the next level. ✓ Getting more qualified leads ✓ Getting measurable results from your marketing investment ✓ Launching a new product or service ✓ Standing out from the competition http://info.thewholebraingroup.com/request-a-free-marketing-consultation Scan QR code with your smartphone to request our eBookFriday, February 22, 13

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