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EFFECTIVE INBOUND
MARKETING
STRATEGIES
Eric Majchrzak, Emily Burns Perryman, Brian
Swanson
It’s been a long
week, but let’s check
out
Inbound Marketing
and take a look at some
strategies…
Setting the Stage
You may have already spent thousands of dollars and countless hours of work
resulting in:
 Shiny New We...
Results
“WHERE ARE THE LEADS?”
“WHAT HAPPENED TO OUR SEO?”
“WHY DID WE MAKE THIS INVESTMENT?”
“THIS IS JUST LIKE OUR OLD S...
A new website doesn’t guarantee you visibility- it won’t do you any
good unless prospects, clients and referral partners s...
Inbound marketing, so what is
it?
Practice of online marketing that deliberately
uses a combination of things including:
s...
Inbound vs. Outbound
Outbound….
Interruptive
Hard to track ROI
Increased Blocking
Techniques
High Cost/Low Yield
Inbound…
...
Inbound vs. Outbound
INBOUND
MARKETING
Marketing focused
on getting found
by customers.
OUTBOUND
MARKEITNG
Marketing focus...
5 Components to
inbound marketing
Effective
Inbound
Marketing
Content
Measureme
nt
Social
Media
Conversion
s
SEO
SEO Update
 Content Quality
 Content Marketing
 Author Rank
 Social Signals
 Localization
 Media Integration
 Pengu...
SEO Update
I am an
Eric
I am a
Brian
Where You Can Begin
Your Firm’s Brand Attributes/Corporate Culture
Are they true online?
Responsive
Trust
Community
Value
...
Overall Digital Brand- encompasses all inbound components
Effective
Inbound
Marketing
Content
Measureme
nt
Social
Media
Co...
Strategy: Use Value Offers and Experiences
Make the intangible, tangible:
• Legislative Overviews
• Issue Whitepapers
• In...
Strategy: Align Digital Strategy with Buying Cycle
Buying Cycle
Messaging/Content
Mass
Awareness
Landing Pages Drip Market...
Buying Cycle impacts sales approach needed
I’m just
checking
out your
website
SCREENING
(Awareness)
EVALUATION
(Interest)
...
Important Considerations
 Customers expect different interactions with you
depending on where they are in the buying cycl...
 Qualifying activities
 Governance Changes
 Process Changes
 Technology Changes
 Operational Changes
 Legislation, C...
Strategy: Building a Foundation
CONTENT IS KEY
 You should always be creating more, but what to create?
 What types of c...
Develop a CONTENT plan
Don’t reinvent the
wheel.
You can purchase
content and customize
it to fit your needs –
this can ta...
TIPS GENERATING CONTENT
Ask friends for ideas, talk
to someone other than a
co-worker, tweet for topic
ideas: ie. Ask your...
Success Stories and Challenges?
Connect with Your Presenters
Eric Majchrzak
Shareholder, Chief Marketing Officer
BEACHFLEISCHMAN
emajchrzak@beachfleischma...
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Effective Inbound Marketing Strategies

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Presentation providing practical examples of effective inbound marketing strategies that have been successful for accounting firms - Flashpoint Marketing - Accounting Firm SEO

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Effective Inbound Marketing Strategies

  1. 1. EFFECTIVE INBOUND MARKETING STRATEGIES Eric Majchrzak, Emily Burns Perryman, Brian Swanson
  2. 2. It’s been a long week, but let’s check out Inbound Marketing and take a look at some strategies…
  3. 3. Setting the Stage You may have already spent thousands of dollars and countless hours of work resulting in:  Shiny New Website  Flexible CMS Solution  Beautifully Redesigned Logo  All New Copy  Site Launch  Lots of Anticipation Has Built and then…….
  4. 4. Results “WHERE ARE THE LEADS?” “WHAT HAPPENED TO OUR SEO?” “WHY DID WE MAKE THIS INVESTMENT?” “THIS IS JUST LIKE OUR OLD SITE” IF THIS SOUNDS FAMILIAR, DON’T BE FRUSTRATED– YOU JUST HAVE TO FINISH THE REST OF YOUR WORK
  5. 5. A new website doesn’t guarantee you visibility- it won’t do you any good unless prospects, clients and referral partners see it and use it as a resource Create a path from the public to you Use marketing that isn’t interruptive Inbound marketing is key GIVE VISITORS A REASON TO GET EXCITED ABOUT YOUR WEBSITE and ONLINE TOOLS
  6. 6. Inbound marketing, so what is it? Practice of online marketing that deliberately uses a combination of things including: search engine optimization (SEO) various social media channels blogging to publish content that people will seek- out, find and engage with
  7. 7. Inbound vs. Outbound Outbound…. Interruptive Hard to track ROI Increased Blocking Techniques High Cost/Low Yield Inbound… Discovery Conversational All Platforms are FREE Authentic, reinforcing brand attributes
  8. 8. Inbound vs. Outbound INBOUND MARKETING Marketing focused on getting found by customers. OUTBOUND MARKEITNG Marketing focused on finding customers..
  9. 9. 5 Components to inbound marketing Effective Inbound Marketing Content Measureme nt Social Media Conversion s SEO
  10. 10. SEO Update  Content Quality  Content Marketing  Author Rank  Social Signals  Localization  Media Integration  Penguin 2.0 Changes – Black Hat, Advertorials
  11. 11. SEO Update I am an Eric I am a Brian
  12. 12. Where You Can Begin Your Firm’s Brand Attributes/Corporate Culture Are they true online? Responsive Trust Community Value Progressive Relationships How do you translate these attributes to the online space?
  13. 13. Overall Digital Brand- encompasses all inbound components Effective Inbound Marketing Content Measureme nt Social Media Conversion s SEO
  14. 14. Strategy: Use Value Offers and Experiences Make the intangible, tangible: • Legislative Overviews • Issue Whitepapers • Industry Surveys • Checklists • Case Studies • Books • Webcasts • Free Consultations • Diagnostic tools • Q&A • “Test Drives”
  15. 15. Strategy: Align Digital Strategy with Buying Cycle Buying Cycle Messaging/Content Mass Awareness Landing Pages Drip Marketing “Sales-ready” One-on-one Conversion Tactics
  16. 16. Buying Cycle impacts sales approach needed I’m just checking out your website SCREENING (Awareness) EVALUATION (Interest) CONSIDERATION (Desire) PROCUREMENT (Action) Please call me. We need to do a Cost Segregation Study
  17. 17. Important Considerations  Customers expect different interactions with you depending on where they are in the buying cycle  Specific events trigger them into a buying mode  Adapt your approach for each phase of the buying cycle  Create appropriate paths for them to follow to answer their questions, and move them forward in the cycle
  18. 18.  Qualifying activities  Governance Changes  Process Changes  Technology Changes  Operational Changes  Legislation, Compliance and Regulatory Matters  Changes at CEO/CFO  Board, Audit Committee Changes  M&A/Spin-offs  Restructuring  Restatements  IT security problems  Fraud  Patents  Construction  Doing business Globally  Expansion  Outsourcing/CoSourcing  Bankruptcy  IRS Audit “Triggers” and what services they relate to
  19. 19. Strategy: Building a Foundation CONTENT IS KEY  You should always be creating more, but what to create?  What types of content your firm has or is creating to attract prospects? CONTENT DEVELOPMENT IDEAS  Something your audience wants to read  How To’s  “The Secret to _______” blog topic  Timely & Relevant Topics for industry, listen to the news, your marketplace, industries  Something to watch – Video Blogs & Tutorials
  20. 20. Develop a CONTENT plan Don’t reinvent the wheel. You can purchase content and customize it to fit your needs – this can take as little as 5-10 minutes to review and post vs. 1- 3 hours for individual development. Every day have a different person in a different department create something for the web: A relevant post for Facebook Sharing an article on Linked In Writing a blog or page of content for the What service/industries do you specialize in? These are a basis for good content. Trends, hot topics, news, legislativ e updates that affect your clients and their businesses IDENTIFY LEVERAGE VENDORS BE A TEAM PLAYER
  21. 21. TIPS GENERATING CONTENT Ask friends for ideas, talk to someone other than a co-worker, tweet for topic ideas: ie. Ask your followers what they most want to know about your field Contact smaller blogs to see if they would be interested in posting on yours, offer to post on someone else’s blog as a guest – this creates inbound links and exposes you to a new audience. Write them about your own clients. Pick other companies and write about their clients... Check Google Trends – find out what is relevant right now and work it into your blog/content Get more out of your archives, use your existing content and translate it to a new media: ie. blog to video or infographic. Interview someone from your own company, or a prominent person in your field and use it as a video blog, or type it up: better yet, do both! USE ANOTHER MEDIA BRAINSTORM GUEST BLOG INTERVIEW SOMEONE CASE STUDIES GOOGLE TRENDS
  22. 22. Success Stories and Challenges?
  23. 23. Connect with Your Presenters Eric Majchrzak Shareholder, Chief Marketing Officer BEACHFLEISCHMAN emajchrzak@beachfleischman.com Emily Burns Perryman emarketing Communications Freed Maxick CPAs emily.burns@freedmaxick.com @FreedMaxickCPAs Brian Swanson Flashpoint Marketing www.flashpointmarketing.biz @BSwan775

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