INBOUNDMARKETING 101(For Rabbis)Jordyne Wu@jordynejwu@hubspot.com
Inbound  marketing is afundamental shift in how we relate    to potential    customers     congregants
RETHINK  MARKETING& ENGAGEMENT
STOP PUSHING messages in thehopes that one will get through.                              SKIP ADS                        ...
START ATTRACTING visitors           through relevant, useful, easy-to-              find content when they need it.Nurture...
Inbound Marketing            Social Media       Search Engine             Marketing           Marketing Education         ...
1   Content              Lessons from2   Search    3,706,342               companies3   Social4   Mobile
How We Doin’?Free tools or trials: HubSpot
Temple Emanu-El Dallas Gets   GradedFree tools: www.MarketingGrader.com
1   CONTEN    T
Publish, Publish, PublishBlogPodcastVideosPhotosPresentationseBooksNews ReleasesFree tools: WordPress, Blogger but make su...
55% more website visitorsfor companies that blog.
Tips for Content      Talk about     the industry                      Use                     lots of     NOT            ...
2   SEARC    H
Context   + Authority
Prostho- dontist Cosmetic  Dentist
People are searching for …Free tools or trials: HubSpot, SEOMoz
On-Page SEO Essentials         1   Page Title                                  Headings                              2   &...
Authority isdetermined by links
FACT              Blogs              attract              97%              more              links.#OptimizeWS
Where is Search Going?                         Where is                         search                         going?
Link          SocialContext   +   Authority   +   Proof
FACT            The                   is              replacing              the link.#OptimizeWS
Tips for Search1   Use keywords your    audience uses    2      Focus on great content           more than technical tweak...
3   SOCIAL
% of Companies AcquiringCustomers via SocialChannels  57%    48%    57%   42%
Content Makes You Interesting
Image credit: netzkobold
MORE!Good content gets shared
Seek Out ConversationsFree tools: http://search.twitter.com
Tips for Social1   Build reach using all    your assets    2      Content is what makes you           interesting in socia...
If I Were a Rabbi …www.RabbiHelp.comwww.RabbinicalMusings.comwww.TalmudicOrNot.comwww.GetRabbiHelp.comwww.HelpMeStayKosher...
4   MOBILE
86% of C-levelexecs have a smartphone                  The majority                  say it is their                    pr...
Is your website mobileoptimized?
Is your email mobile optimized?
Is your email mobile optimized?
Tips for Mobile1   Avoid images, tables,    columns    2      Formatted text is your friend33    Use text (not images) for...
Summary              Social    Content                   Mobile          Search
Let’s Review Temple Emanu-El   DallasFree tools: www.MarketingGrader.com
Free ResourcesTechCrunchMashableFacebook BlogTwitter BlogYouTube BlogCompete Blog                   http://www.hubspot.com...
Grade Yourself for Free
Your Competition
THANK YOU            Jordyne Wu           Twitter.com/jordyne        Facebook.com/jordynewu         Linkedin.com/in/jordyn...
Inbound Marketing for Rabbis
Inbound Marketing for Rabbis
Inbound Marketing for Rabbis
Inbound Marketing for Rabbis
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Inbound Marketing for Rabbis

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Your congregants are online — are you? Presented by Jordyne Wu at the Central Conference of American Rabbis Convention 2012 in Boston, MA.

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  • Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
  • 10 times more searches for “cosmetic dentist” than for “prosthodontist” – Source: Google
  • Local terms
  • Source: survey of hundreds of businesses: HubSpot.com/ROI
  • Source: Data from over 2,000 businsses - http://bit.ly/a6SrWh
  • Source: http://www.emarketer.com/Articles/Print.aspx?1008139
  • Convert, Nurture: email
  • Inbound Marketing for Rabbis

    1. 1. INBOUNDMARKETING 101(For Rabbis)Jordyne Wu@jordynejwu@hubspot.com
    2. 2. Inbound marketing is afundamental shift in how we relate to potential customers congregants
    3. 3. RETHINK MARKETING& ENGAGEMENT
    4. 4. STOP PUSHING messages in thehopes that one will get through. SKIP ADS UNSUBSCRIBE RECYCLE/TRA SH SAY‘DO NOT CALL’
    5. 5. START ATTRACTING visitors through relevant, useful, easy-to- find content when they need it.Nurture them into congregants &
    6. 6. Inbound Marketing Social Media Search Engine Marketing Marketing Education Content MarketingParticipation $ Conversion Marketing Donation Visitor or Congregant Lead Nurturing Congregant $ Sales Support 6
    7. 7. 1 Content Lessons from2 Search 3,706,342 companies3 Social4 Mobile
    8. 8. How We Doin’?Free tools or trials: HubSpot
    9. 9. Temple Emanu-El Dallas Gets GradedFree tools: www.MarketingGrader.com
    10. 10. 1 CONTEN T
    11. 11. Publish, Publish, PublishBlogPodcastVideosPhotosPresentationseBooksNews ReleasesFree tools: WordPress, Blogger but make sure your URL is http://blog.tedallas.org or http://www.tedallas.org/blog
    12. 12. 55% more website visitorsfor companies that blog.
    13. 13. Tips for Content Talk about the industry Use lots of NOT DIFFERENT YOURSELF MEDIA
    14. 14. 2 SEARC H
    15. 15. Context + Authority
    16. 16. Prostho- dontist Cosmetic Dentist
    17. 17. People are searching for …Free tools or trials: HubSpot, SEOMoz
    18. 18. On-Page SEO Essentials 1 Page Title Headings 2 & Content 3 Descriptio n
    19. 19. Authority isdetermined by links
    20. 20. FACT Blogs attract 97% more links.#OptimizeWS
    21. 21. Where is Search Going? Where is search going?
    22. 22. Link SocialContext + Authority + Proof
    23. 23. FACT The is replacing the link.#OptimizeWS
    24. 24. Tips for Search1 Use keywords your audience uses 2 Focus on great content more than technical tweaks33 Train all content creators on SEO basics 4 Help Me Help You
    25. 25. 3 SOCIAL
    26. 26. % of Companies AcquiringCustomers via SocialChannels 57% 48% 57% 42%
    27. 27. Content Makes You Interesting
    28. 28. Image credit: netzkobold
    29. 29. MORE!Good content gets shared
    30. 30. Seek Out ConversationsFree tools: http://search.twitter.com
    31. 31. Tips for Social1 Build reach using all your assets 2 Content is what makes you interesting in social media33 Make it easy for users to share your content 4 Push the limits to get remarkable content
    32. 32. If I Were a Rabbi …www.RabbiHelp.comwww.RabbinicalMusings.comwww.TalmudicOrNot.comwww.GetRabbiHelp.comwww.HelpMeStayKosher.comwww.RabbiHotline.comwww.BeyondHillel.comwww.RabbinicalTV.comwww.TheRealRabbisOfNorthShore.comwww.WhatWouldAbrahamDo.com
    33. 33. 4 MOBILE
    34. 34. 86% of C-levelexecs have a smartphone The majority say it is their primary communication tool
    35. 35. Is your website mobileoptimized?
    36. 36. Is your email mobile optimized?
    37. 37. Is your email mobile optimized?
    38. 38. Tips for Mobile1 Avoid images, tables, columns 2 Formatted text is your friend33 Use text (not images) for links Test yours at 4 Marketing.Grader.com and Email.Grader.com
    39. 39. Summary Social Content Mobile Search
    40. 40. Let’s Review Temple Emanu-El DallasFree tools: www.MarketingGrader.com
    41. 41. Free ResourcesTechCrunchMashableFacebook BlogTwitter BlogYouTube BlogCompete Blog http://www.hubspot.com/marketing-resources/
    42. 42. Grade Yourself for Free
    43. 43. Your Competition
    44. 44. THANK YOU Jordyne Wu Twitter.com/jordyne Facebook.com/jordynewu Linkedin.com/in/jordyne jwu@HubSpot.com www.HubSpot.com

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