Introduction To Inbound Marketing by Bob Evans

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An introduction to Inbound Marketing. This presentation covers the holistic approach to online marketing including Content, SEO, SRO and Social Media. The presentation is full of the latest hints and tips that will improve your results

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  • Magic moments
    Hope street hotel – bar story
    What happened afterwards?!

    Give you customers a ‘digital hug’
  • TV channels
    Me and the wife
    Different audiences – FB consumer, glossy mags / LinkedIn professional
    (could use different pubs analogies?)
  • TV channels
    Me and the wife
    Different audiences – FB consumer, glossy mags / LinkedIn professional
    (could use different pubs analogies?)
  • Interflora example
    90 day penanlty
  • Nationwide LinkedIn Story
  • Nationwide LinkedIn Story
  • Nationwide LinkedIn Story
  • Nationwide LinkedIn Story
  • Introduction To Inbound Marketing by Bob Evans

    1. 1. An Introduction To Inbound Marketing By Bob Evans
    2. 2. http://www.ph-creative.com/blog/posts/2013/june/know-your-seo-from-your-elbow-using-the-best-tools-for-the-job.aspx
    3. 3. PC View Mobile RESPONSIVE WEBSITE DESIGN
    4. 4. PC View Mobile RESPONSIVE WEBSITE DESIGN
    5. 5. What is the Definition of Inbound Marketing?
    6. 6. Inbound Marketing: “A marketing strategy that places you in front of customers during their discovery and research phase - throughout the buying cycle”
    7. 7. NAME SOME INBOUND MARKETING ACTIVITIES
    8. 8. INBOUND MARKETING FLOW
    9. 9. http://moz.com/blog PULLPUSH
    10. 10. CONVERGANCE OF INBOUND MARKETING
    11. 11. BUT IT TAKES EFFORT.
    12. 12. Optimise for humans
    13. 13. THROUGH SCIENCE AND ART
    14. 14. http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html
    15. 15. Why? Because we Think Different Famous 1984 advertisement Steve Jobs was a fantastic story teller He created theatre and drama very well
    16. 16. WHAT ARE PERSONAS?
    17. 17. Local Authority Social Housing Industrial Petro Chemical Paper Commercial Building ✔ ✔ ✔ ✔ ✔ ✔ Civil ✔ ✔ ✔ ✔ ✔ ✔ Electrical ✔ ✔ ✔ ✔ ✔ ✔ Cladding ✔ ✔ ✔ ✔ Insulation ✔ ✔ Reach 9 6 7 7 8 6 Profit 5 7 8 9 9 7 Life Time Value 5 8 8 8 8 5 Score 225 336 448 504 576 210 Marketing Matrix Marketing Strategy An Example
    18. 18. Local Authority Education Social Housing Industrial Petro Chemical Paper Commercia l Architect ✔ ✔ ✔ ✔ ✔ ✔ ✔ Engineer ✔ ✔ ✔ ✔ ✔ ✔ ✔ Estate Manager ✔ ✔ ✔ ✔ Project Manager ✔ ✔ ✔ ✔ ✔ ✔ ✔ Works Engineer ✔ ✔ ✔ ✔ Mechanical Engineer ✔ ✔ ✔ ✔ Process Engineer ✔ ✔ ✔ ✔ Electrical Engineer ✔ ✔ ✔ ✔ Case Studies 4 4 4 6 6 6 6 Communication Persona’s Marketing Strategy
    19. 19. Workshops With Teams Work
    20. 20. Got a questions...? @googledave @phcreative But how do you find them?
    21. 21. The Facts & Channels Explained
    22. 22. SOCIAL MEDIA STRATEGY
    23. 23. SOCIAL MEDIA STRATEGY
    24. 24. https://followerwonk.com Source Key Word Analyse followers – People who influence Compare followers of influence with social authority
    25. 25. https://followerwonk.com
    26. 26. ! Matching ideal content types to your specific personas is powerful!
    27. 27. LIST DIFFERENT TYPES OF ONLINE CONTENT?
    28. 28. Entertain Inspire Educate Convince
    29. 29. E In Ed C
    30. 30. Got a question? @googledave @phcreative
    31. 31. http://buzzsumo.com/
    32. 32. http://app.buzzsumo.com • Identify which types of topics people love to share • Identify content formats that work • Identify catchy headlines • Discover influential authors
    33. 33. Add to lists, tweets See what they share, network with, what they like? Steel with pride and improve
    34. 34. http://app.buzzsumo.com
    35. 35. Export and learn https://socialcrawlytics.com Crawl your website to analysis which pages have been shared
    36. 36. http://www.youtube.com/watch?v=ZUG9qYTJMsI
    37. 37. You need the right tools and tactics for the job
    38. 38. http://www.hubspot.com https://hootsuite.com
    39. 39. BUFFER QUICK AND EASY https://bufferapp.com
    40. 40. Buffer Chrome App • Direct from browser • Fast and simple • Post or share later • Pick your channels https://bufferapp.com
    41. 41. WHY YOU NEED USE GOOGLE+ Get your content read and ranking faster • Faster indexing of your content • Extended circles, means you influence your followers and theirs Authorship Tag = Identity • Have you set yours up? AuthorRank is coming! • How authoritive and interesting are you to your audience? • Share-ability of authors content • Number of people in your circles and how many you are in • Engagement levels of your content
    42. 42. AUTHORSHIP IN PRACTICE
    43. 43. http://www.searchenginejournal.com/eye-tracking-study-importance-using-google- authorship-search- results/71207/?utm_source=twitter&utm_medium=social&utm_campaign=short
    44. 44. http://www.searchenginejournal.com/eye-tracking-study-importance-using-google- authorship-search- results/71207/?utm_source=twitter&utm_medium=social&utm_campaign=short
    45. 45. http://www.searchenginejournal.com/eye-tracking-study-importance-using-google- authorship-search- results/71207/?utm_source=twitter&utm_medium=social&utm_campaign=short
    46. 46. Social Media Share Group  The more Google + and other quality shares the higher you rank  Create a share club with say 50 people and carefully share content  Focus on Key Words and Landing Pages
    47. 47. NEW TWITTER ADS
    48. 48. NEW TWITTER ADS
    49. 49. How they look on twitter
    50. 50. Name SEO activities?
    51. 51. OLD SCHOOL SEO Over optimisation Unnatural content Unnatural links Keyword stuffing Poor user experience Leads to the darkside!
    52. 52. PANDA AND PENGUINS MADE THIS HAPPEN
    53. 53. GOOGLE HAVE A ‘JEDI’COUNCIL
    54. 54. OVER 200 FACTORS INFLUENCE SEARCH Keywords (targeting and acquisition) • Improved sematic and contextual understanding – meaning, not just words • Don’t spam, keyword stuff • Keywords, long tail, context, location, device, experience • Schema.org markup – use it • Get ready for voice search – that’s what Google is doing! Relevancy (on page SEO – behaviour and conversion) • Focus on your users, give them what they want, where when • Freshness of content – how often do you change yours? • Must be unique and valuable to your user persona’s • Content strategy, evolves, purposeful, hot topics, contagious, identify intent, needs, problems and become the authority in your business area
    55. 55. OVER 200 FACTORS INFLUENCE SEARCH Recommendation (off page SEO / Google Penguin) • Commit to outreach and engage with communities • Create content your audience will care about • Will people vote for you with inbound links? • Social mentions is ‘word of mouth’ marketing and builds links • Use Google+ and gain ‘authorship’ and your ‘identity’ • Manage you link profile, assess risks and take action • Content can’t sit in isolation, needs to be shared and engage influencers – are you focused on them? Do you know who the are!? Experience (Google Panda – behaviour and conversion) • Be fit for mobile devices – Google prefer mobile responsive • What do users ‘think’ of your pages? Find out. • Reduce clutter and friction • Don’t keep people waiting – improve load times • Do all you can to engage and ‘romance the share’
    56. 56. “Think visibility rather than rankings. Rankings vary from user to user, device and location. Focus on the user, keyword themes and behaviour”
    57. 57. MOZ CRAWL DIOGNOSTICS
    58. 58. COMPETITOR DOMAIN AUTHORITY
    59. 59. Competitor Analysis – What can we learn? http://www.semrush.com/uk
    60. 60. Key Word Ranking http://www.semrush.com/uk
    61. 61. https://www.google.com/webmasters Home Page
    62. 62. https://www.google.com/webmasters Dash Board
    63. 63. https://www.google.com/webmasters
    64. 64. https://www.google.com/webmasters
    65. 65. https://www.google.com/webmasters This is why Google+ is important
    66. 66. https://www.google.com/webmasters
    67. 67. http://www.buzzstream.com/ How to obtain high quality relevant links
    68. 68. http://www.buzzstream.com/ Seek out influencers in your area of content
    69. 69. http://www.buzzstream.com/ • Analyze the metrics • Outreach • Find out what content they are looking for • Connect with them
    70. 70. Name CRO activities? (Conversion Rate Optimisation)
    71. 71. http://www.google.com/analytics/ Do visitors travel where you want them to travel?
    72. 72. Improve Bounce rate to improve conversion An Important Matric
    73. 73. All digital roads lead here... o Where does your website fit into your overall marketing strategy? o Why do you need to optimise? o Improving your organic search results o Improving conversion
    74. 74. What does your website need to do? o Generate sales o Generate new leads o Build brand awareness and perception
    75. 75. Understanding your users o Why are they visiting your website? o Where have they come from? o What do they want to achieve on any specific page? o Are they finding what they need? Or leaving? o Bounce rate: higher than 60%? o Conversion rates
    76. 76. Seeing your site the way visitors do • How do people scan a page? • What can they see above the ‘fold’?
    77. 77. Making your website work harder: a checklist Main top headers • 80% of users see this first • Make it count! • Keep things familiar
    78. 78. Making your website work harder: a checklist Simple navigation • Avoid jargon • Use clear 'sign posting' • Most important info on left side
    79. 79. Making your website work harder: a checklist Headlines • Relevant to user • Clear and concise • Relevant to page
    80. 80. Making your website work harder: a checklist Hero image • Show service or product • Use photos to guide actions • Don't use stock images
    81. 81. Making your website work harder: a checklist Video • Customer testimonials • Short and sweet
    82. 82. Making your website work harder: a checklist Data capture/sign-up forms • Consider design • Test messaging • Less is more
    83. 83. Making your website work harder: a checklist Buttons • Consistent color • Drive call-to-action • Make them bigger • Contact options
    84. 84. Making your website work harder: a checklist Trust indicators • Social proof (reviews, ratings) • Customer testimonials • Guarantees
    85. 85. Making your website work harder: a checklist Main top headers • 80% of users see this first • Make it count! • Keep things familiar
    86. 86. Making your website work harder: a checklist Benefits • Focus on benefits for users • Show how you solve problems
    87. 87. Making your website work harder: a checklist Repeat call-to-action • Especially for long page copy
    88. 88. A few more tips to keep top of mind... o Always be testing o Think about mobile o Don't forget your thank you pages
    89. 89. Changing Button Color to Red Increases Conversions 21% http://blog.kissmetrics.com/100-conversion- optimization-case-studies
    90. 90. http://blog.kissmetrics.com/100-conversion- optimization-case-studies The action oriented headline and copy earned a 38.3% conversion rate, 93% better than the original.
    91. 91. Conventional wisdom says that adding security badges on your site would increase conversions, and 8 or 9 out of 10 times it would. This is one of those rare times when it didn’t. Always be experimenting, you’ll never know what you can remove to increase users. http://blog.kissmetrics.com/100-conversion- optimization-case-studies
    92. 92. http://www.crazyegg.com/ HEAT MAPPING
    93. 93. http://www.conversion-rate-experts.com/understanding-your-visitors/ VOICE OF THE CUSTOMER UNDERSTANDING YOUR VISITORS
    94. 94. http://www.conversion-rate-experts.com/understanding-your-visitors/ VOICE OF THE CUSTOMER UNDERSTANDING YOUR VISITORS
    95. 95. WHAT COULD YOU TEST TO IMPROVE YOUR CONVERSIONS?
    96. 96. Pages Content Traffic Device Landing pages Copy / Message Organic Desktop Data Capture Call to action PPC Tablet Live chat Promotion Social media Smartphone Sales funnels Colours Affiliate SMART TV Shopping cart Social proof Geography Google Glass Template style Video W'end v W'day Voice search Squeeze pages Images New & repeat Interactive/Flash Long v's short Demographics Dynamic Buttons Behavioural
    97. 97. Conclusions
    98. 98. Set GOALS  More Forms Completed  More Incoming Calls  More On Lines Sales  Improve Brand Awareness  Reduce Marketing Costs  Measure For Continuous Improvement Work Smarter
    99. 99. Got a question…? @googledave dave@ph-creative.com Be remarkable
    100. 100. Got a question…? @googledave dave@ph-creative.com Give People Goosebumps
    101. 101. It Can Be Tough
    102. 102. But together we can do it
    103. 103. Where Do I Start? Step 1 – Develop your Digital Strategy to give you a road map Step 2 – Create an action plan to implement the tactics Step 3 - Set up all analytics to measure performance Step 4 – Take massive action in terms of communication Step 5 – Learn and adjust as you go
    104. 104. Get Your Digital Strategy @Businessbob email: bob.evans@yibp.co.uk Web: www.yibp.co.uk @businessbob - Hi Bob can you get in touch I am interested in a digital strategy for my business

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