Keynote for the 19th Annual Women In Business Conference at Butte College's Small Business Development Center

1. To Grow Your Business
Going beyond social media
Vanessa Penagos
linkedin.com/in/vanessamp
twitter.com/vanessamp

3. Push/OUTBOUND
marketing
Pull/INBOUND
marketing
Taking the product to the customer
• TV, Radio, Print, Tradeshows,
E-mail Blasts, Telemarketing
• Pros: Good for raising awareness
• Cons: Untargeted, expensive,
little/no value to customer
Get the customer to come to you
• Search marketing, blogging,
social/communities, e-books,
webinars
• Pros: Targeted, provides value,
drives qualified leads, more cost
effective
• Cons: Long-term process,
requires continuous
improvement/changes

4. WHAT MAKES AN INBOUND MARKETING PROGRAM?

5. INBOUND MARKETING
Helps your business get found organically
SEO E-mail
Social networks
Digital PR / News/ Media
Blogging
Whitepapers / eBooks
Infographics
Word of Mouth
Online video
Q&A Sites

6. ATTRACT CONVERT CLOSE DELIGHT
Source: HubSpot
Strangers Visitors Leads Customers Promoters
Blogs
Search/keywords
Social media
Forms
Calls-to-action
Landing pages
CRM
E-mail
Workflows
Surveys
Smart content
Social monitoring
INBOUND MARKETING METHODLOGY

7. ATtRACtING YOUR CUSTOMERS

8. 87 hours
are spent on
our mobile devices
each month
77% U.S. Adults
own a smartphone
Source: SmartInsights & Pew Research

9. Food/Beverage
Lifestyle
News/Media
Sports
Health
72%
68%
68%
64%
62%
Auto 62%
Retail
Banking
Entertainment
Real estate
Travel
56%
52%
48%
42%
39%
Share of online searches initiated on a mobile device (by industry)
Source: Hitwise

12. Modern Uses for the Yellow Pages

13. “Yellow Pages” vs “SEO” search query volume
Yellow Pages
SEO
Source: Google Trends

14. A PERSONAL STORY

17. 1999 2002

18. SEO?

19. THEN
“Visitors simply like the content”
NOW
“Links equal authority"

20. 78%
13%
8%
1%
0%
0%
Desktop Searches in U.S.
Google Bing Yahoo! DuckDuckGo AOL MSN
96%
3%
1% 0%
0% 0%
Mobile Searches in U.S.
Google Yahoo! Bing DuckDuckGo Baidu Ask Jeeves
Source: StatCounter.com

21. • Make pages primarily for users, not for search engines.
• Don't deceive your users.
• Avoid tricks intended to improve search engine rankings.
• Ask "Does this help my users? Would I do this if search engines
didn't exist?”
• Think about what makes your website unique, valuable, or
engaging.
• Make your website stand out from others in your field.
GOOGLE’S BASIC PRINCIPLES FOR WEBMASTERS
Source: Google

22. RICH SNIPPETS

23. SCHEMA MARKUP

24. SCHEMA MARKUP

25. SCHEMA MARKUP

27. • Business Name
• Address
• Phone Number
• Email Address
• Business Hours
• Geo-location Information (coordinates and map)
• Reviews
• Logo
• Business Description
• Social Profile Links via sameAs property
• Site Name
SCHEMA MARKUP for local businesses

28. SCHEMA MARKUP for RESTAURANT

29. SCHEMA MARKUP for RESTAURANT MENU

30. SCHEMA MARKUP = FEATURED SNIPPETS

31. https://bit.ly/WIBC-Inbound-Resources

32. TECHNICAL SEO & HTTPS

33. Chrome browser changes
HTTPS-encrypted site
Non-HTTPS site /Faulty HTTPS
Plain HTTP
Source: ChemicalCode

34. Do you want to risk your
web site as being “Not Safe”?

35. GOOGLE MY BUSINESS

36. EXAMPLE: 1-800-PETMEDS LISTING

37. CLAIM YOUR LISTING

38. Google my business LISTING SEO FACTORS
• Relevance
• Distance
• Prominence

39. Google My business recommendations
• Entering in complete data
• Verifying your location(s)
• Ensuring operating hours are accurate
• Adding photos of your business (inside & out)
• Managing and responding to reviews

40. New
GOOGLE MY BUSINESS
features

41. Google My business posts

42. Google My business messaging

43. Google My business QUESTIONS & ANSWERS

44. Taking control of your business listings
and citations helps local SEO efforts

45. LOCAL CITATION TOOLS
https://bit.ly/WIBC-Inbound-Resources
• Moz Local
• BrightLocal Citation Burst
• Yext

46. REFRESHER

47. INBOUND MARKETING
Helps your business get found organically
SEO E-mail
Social networks
Digital PR / News/ Media
Blogging
Whitepapers / eBooks
Infographics
Word of Mouth
Online video
Q&A Sites

48. personas

49. Buyer personas are a semi-fictional representation
of your ideal customer based on market research,
information you already know about your existing
customers, and even some guess work.

50. Personas: gathering information
• Talking with your sales/customer service team
• Dig into your web site’s analytics
• Survey/interview existing customers

51. Personas: ASK Questions
• What’s important to them and what’s driving the change?
• What’s impeding or speeding their need to change?
• How do they go about change?
• What do they need to know to embrace change?
• Who do they turn to for advice or information?
• What’s the value they visualize once they make a decision?
• Who do they have to sell change to in order to get it?
• What could cause the need for this change to lose priority?

52. Persona example: busy betty
DEMOGRAPHICS
• Female
• 25-45
• College educated
• Married
• Homeowner
• Stay at home mom
re-entering workforce
GOALS
• Wants to work part-
time in modeling
• Wants a safe
environment for her
kids when working
MOTIVATIONS
Betty has two young
children and is busy
being the Chief Home
Officer. She loves her
kids but misses being
able to do work as a
model.
FEARS
• Less emphasis on
values from
teachers/daycare staff
• Worried about “not
being good parents”
INFLUENCERS
• Family/friends
• Online reviews
• Parents with kids in
daycare
HOBBIES/INTERESTS
• Book club
• Horseback riding
• Business dinners with
husband’s clients
OBJECTIONS
• Amount of attention
paid to her children
• Additional cost

53. Goal:
Understand prospects challenges
and develop content that push
toward an action.

54. CREATING CONTENT

55. BUSINESS EXAMPLE: River Pools and Spas

56. Shift from:
“We build in-ground
fiber-glass swimming pools.”
To:
“We are the best teachers in the
world on the subject of fiber-
glass swimming pools -- and we
happen to build
them, too."

57. Tools to inspire content ideas

58. Tools: Answer the public

59. Tools: Answer the public

60. Tools: moz keyword explorer

61. Tools: moz keyword explorer

62. Tools: BUZZSUMO QUESTION ANALYZER

64. attracting/converting customers with content

65. example: Missouri star quilting co

66. example: Missouri star quilting co

67. example: fire mountain gems & beads

68. CLOSING users with e-mail

69. E-mail example: URLPROFILER

70. E-mail example: etsy

71. E-mail tools

72. Personalizing your e-mail communications
can increase your e-mail open rate by 27%
and click through rate by 11%
Source: Experian

73. DELIGHTING YOUR CUSTOMERS

74. FREE TREAT IN EVERY ORDER

75. GOLDEN BONE CAMPAIGN

76. Prizes & giveaways

77. Goal:
Turn customers into promoters
of your business

78. Feature REVIEWS

79. Conduct surveys

80. attract convert close delight

81. ThankYou
RESOURCES: https://bit.ly/WIBC-Inbound-Resources
SLIDES: https://bit.ly/WIBC-Inbound-Slides