Inbound MarketingJune 2, 2011
{ What is inbound marketing?
{ Inbound marketingInbound marketing is permission-based marketing focused oncontent creation, search engines and social m...
{ Inbound marketingWhat can you expect from Inbound Marketing? • Get found online by more qualified visitors • Convert mor...
{ Why should you care?• 78% of Internet users conduct product research online• When searching online, 88% of users click o...
{ Why should you care?• 93% of U.S. adult internet users spend time on Facebook• 41% of B2B companies and 67% of B2C compa...
{ Inbound marketing case studyLynden, Inc. - Transportation & Logistics - 2,000+ employees • Heavily utilized landing page...
{   The 5 Disciplines of    Inbound Marketing
{ Getting found• Content is king  • Create and promote continuous stream of content offers  • Vary offers based on prospec...
{ Convert• Encourage opt-in self-identification of prospects• Provide specific offers to map prospect interest• Use landin...
{ Nurture•   Campaign with a long-term perspective – build relationships•   Remember the rule of 12 touches•   Understand ...
{ Close• Study prospect behaviors, interest areas, pace• Provide opportunities for prospects to close themselves• Integrat...
{ Analyze• Sources – analyze traffic, links, keywords, offers, content and social  media outlets• Reach – gather data abou...
{ Getting started
{ Step 1: Plot a course• Set business goals – web traffic, qualified leads, revenue derived  from inbound traffic• Determi...
{ Step 2: Content strategy• Define your brand promise• Understand target pain points• Create editorial outline of key subj...
{ Step 3: Get to work on SEO•   Develop search strategy that follows content plan•   Research search engine criteria, keyw...
{   Step 4: Build & engage social           media community• Research target(s) to learn social media behaviors, norms• De...
{   Step 5: Begin Convert/Nurture             Action Plan•   Develop a capture-and-convert strategy•   Create compelling o...
{ Step 6: Analyze, ROI• Analyze traffic, links, keywords, offers, reach, SM outlets• Identify best content & conversion pa...
{ Questions?
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Social Media and Inbound Marketing with Greg LInnemanstons of Weidert Group

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Social Media and Inbound Marketing with Greg LInnemanstons of Weidert Group at Social Media Rockstar 2 in De Pere on June 2, 2011

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Social Media and Inbound Marketing with Greg LInnemanstons of Weidert Group

  1. 1. Inbound MarketingJune 2, 2011
  2. 2. { What is inbound marketing?
  3. 3. { Inbound marketingInbound marketing is permission-based marketing focused oncontent creation, search engines and social mediaengineered to drive online awareness and attraction of yourbusiness or organization to feed your sales funnel. 3
  4. 4. { Inbound marketingWhat can you expect from Inbound Marketing? • Get found online by more qualified visitors • Convert more visitors into leads • Nurture leads with discipline and consistency • Close leads efficiently • Make smart marketing investments guided by analytics 4
  5. 5. { Why should you care?• 78% of Internet users conduct product research online• When searching online, 88% of users click on organic link versus 12% on PPC• 65% of internet users read a blog daily• Companies that blog have 97% more inbound links and 55% more website visitors• B2B companies that blog generate 67% more leads than those who don’t 5
  6. 6. { Why should you care?• 93% of U.S. adult internet users spend time on Facebook• 41% of B2B companies and 67% of B2C companies have acquired a customer through Facebook• 61% of B2B companies have acquired a customer through LinkedIn• Companies that use Twitter average 2X more leads than those that don’t• 3 out of 4 inbound marketing channels (blogs, social media, SEO) cost less than any outbound channels (including direct mail and telemarketing) 6
  7. 7. { Inbound marketing case studyLynden, Inc. - Transportation & Logistics - 2,000+ employees • Heavily utilized landing pages with conversion forms, blogging & SEO tools • Primary metrics for inbound marketing success is both number of qualified quote requests generated, plus call center volume • Increased total quote requests by 270% • Increased quote requests generated online by more than 412% • Increased total inquiries to call center by 93% 7
  8. 8. { The 5 Disciplines of Inbound Marketing
  9. 9. { Getting found• Content is king • Create and promote continuous stream of content offers • Vary offers based on prospect position in sales funnel • Look for testing opportunities• Blogging – most important content channel• Social Media – distribute, promote, engage• SEO strategy • Understanding keywords & phrases • Use evaluation tools for insights and tips • Inbound & outbound links• E-mail – targeted, cost-effective outbound 9
  10. 10. { Convert• Encourage opt-in self-identification of prospects• Provide specific offers to map prospect interest• Use landing pages & analytics to track prospect activity and progress in sales funnel• Use what’s learned to guide prospect development 10
  11. 11. { Nurture• Campaign with a long-term perspective – build relationships• Remember the rule of 12 touches• Understand your sales cycle in design of nurturing actions• Look for behavioral indicators of progress• Design action triggers & protocols 11
  12. 12. { Close• Study prospect behaviors, interest areas, pace• Provide opportunities for prospects to close themselves• Integrate prospect/customer knowledge with CRM to provide basis for customer penetration• Continue nurturing activities with current customers based on their inbound behaviors 12
  13. 13. { Analyze• Sources – analyze traffic, links, keywords, offers, content and social media outlets• Reach – gather data about your brand reach in popular media to help you understand changes in your market presence• Competitors – monitor activity and results for insights• Modify inbound marketing strategies & action plans based on learning• Never stop testing 13
  14. 14. { Getting started
  15. 15. { Step 1: Plot a course• Set business goals – web traffic, qualified leads, revenue derived from inbound traffic• Determine inbound team – leader, social media manager, inbound specialist, graphic designer• Optimize website – make sure keywords and on-page SEO elements are in place, integrate search/SEO strategy into content development, and execute link-building strategies to expand reach• Set up social media accounts & blog 15
  16. 16. { Step 2: Content strategy• Define your brand promise• Understand target pain points• Create editorial outline of key subject categories• Develop detailed blogging action plan: roles, schedule, promotion protocol• Create advanced content plan – webinars, case studies, white papers, offers, etc. 16
  17. 17. { Step 3: Get to work on SEO• Develop search strategy that follows content plan• Research search engine criteria, keywords, and phrases• Initiate keyword tracking• Execute on-page SEO• Integrate search/SEO strategy in content development• Develop and execute link-building strategy 17
  18. 18. { Step 4: Build & engage social media community• Research target(s) to learn social media behaviors, norms• Develop SM plan based on content strategy and target behaviors• Create action steps to utilize SM as engagement, delivery, and promotion channels• Blog! 18
  19. 19. { Step 5: Begin Convert/Nurture Action Plan• Develop a capture-and-convert strategy• Create compelling offers• Create calls-to-action (CTA)• Create lead-nurturing campaigns• Execute & promote via all online channels 19
  20. 20. { Step 6: Analyze, ROI• Analyze traffic, links, keywords, offers, reach, SM outlets• Identify best content & conversion pages• Identify SM sources/campaigns/content/offer types for traffic and lead conversion• Adjust strategy based on conversion and revenue results 20
  21. 21. { Questions?
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