DRIVE: Inbound Strategies, presented by Mark Kithcart, VP AVRS, Inc.

1. Marketing Basics

3. PRINCIPLES AND
METHODOLOGY
Lean methodology
Concerted & focused effort not random
Test, test and test some more
Flexible plan - go with what works
Paid and free resources & products
Multiple touch points
Measure and track KPI’s
I don’t know it all – fast moving industry

4. OVERVIEW
Set goals
Identify target market & niche
Where are your customers online/offline
Develop messaging
Test messaging & Channels
Develop ecosystem & Optimize
Analytics & additional testing
Refine goals

6. CREATE AND DEFINE
TARGET LIST

8. WHERE ARE YOUR
CUSTOMERS
Meta Search Channels:
Google, Youtube, Sputtr, Alltop +
Twitter, wefollow, followerwonk, klout,
Facebook, Instagram, Pinterest
Socialmention – deeper detail
Google Alerts
There are many specialized niche channels
to investigate as well

9. https://www.youtube.com/watch?v=u4ZoJKF_VuA
MESSAGING & TESTING

10. MESSAGING AND
TESTING
Citation:
https://www.quicksprout.com/20
13/10/17/the-anatomy-of-a-
high-converting-landing-page/

12. Citation: http://www.modgility.com/what-is-inbound-marketing/

13. Citation: https://moz.com/blog/goodbye-seomoz-hello-moz

14. TRAFFIC CHANNELS
Citation: https://blog.bufferapp.com/content-distribution-tools

17. Develop Ecosystem and
Traffic Channels Identify, Budget, Test - Kill or Drive
Identify channels bringing results based on
testing & analytics:
• Social
• Pay Per Click (PPC)
• DisplayAds
• Email
• Partnerships
• Joint Ventures
• Events
• Influencers
• PR
• Events
• Earned media
• SEO etc…

18. https://moz.com/blog/seo-cheat-sheet