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Inbound Marketing: Real Cases, Real Results

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In this webinar we present real results from two inbound marketing case studies, one for a B2B marketing client and the other for a B2C marketing client. We discuss our inbound marketing strategies, tactics, results and analysis from these ongoing projects and show how inbound marketing helps you build your brand and capture sales leads.

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Inbound Marketing: Real Cases, Real Results

  1. 1. REAL CASES. REAL RESULTS Inbound Marketing Success Webinar
  2. 2. Agenda • Introduction – Chris Knipper • About Kuno Creative • Marketing Cases - 2 clients – Strategy – Execution – Results • Questions & Answers 2 Chris Knipper President Kuno Creative @chrisknipper LinkedIn.com/in/chrisknipper
  3. 3. 3 About Kuno Creative Marketing Company since 2000 • Branding & PR • Marketing Strategy • Print • Outdoor • Direct Mail • Website Development • Internet Marketing
  4. 4. 4 About Kuno Creative Inbound Marketing since 2009 • Getting Found Online • Creating Great Content • Social Media • Monitoring • Engagement • Marketing • Capturing Leads • HubSpot Certified Partner
  5. 5. 5 Case Study 1 Outbound Marketing • Direct Mail • Print Ads • Phone Books • Radio • Outdoor Challenges • Cost for lists and postage • Decline in newspaper readers • Search the internet vs. Phone books • Not targeted enough • Not easily measurable Marketing Budget % Sales
  6. 6. 6 New Direction in 2010 Inbound Marketing Update Strategy Change Outbound Marketing Budget % Sales To Inbound Marketing Budget % Leads Goals • 25 leads = 8 customers • 1,400 visitors = 25 leads • Blogs + SEO + Social Media = 1,400 visitors • 4 customers /month = Positive ROI
  7. 7. 7 Integrated Strategy Outbound • Direct Mail • Radio • Banner Ads • Email Marketing RADIO COPY Eliminate electric bill shock this summer. Schedule your air conditioning performance check. Be a Facebook fan of Raymond Plumbing, and your A C performance check could‑ be free!
  8. 8. 8 Outbound Email Marketing
  9. 9. 9 Integrated Strategy Inbound • Update Website for Lead Capture • Development Compelling offers • Landing Pages
  10. 10. 10 Integrated Strategy Inbound - Search Engine Optimization (SEO) • Website pages • Blog articles • Videos
  11. 11. 11 Integrated Strategy Inbound Off page SEO •Social Media Profiles • Facebook • LinkedIn • Twitter • Digg • StumbleUpon • Social Media Monitoring • Facebook • LinkedIn Groups • Twitter Hashtags • Local blogs
  12. 12. 12 Integrated Strategy Inbound • Social Media Engagement • Series of Lead Nurturing emails • Additional Offers • Daily Interaction Funny Plumbing Facts: Sir John Harington is credited with inventing the flushable toilet in 1596, hence the American nickname for it, “the john.” Water Heater – How to You Tube video Tax Credit Trivia: (Q) How long do I have to take advantage of the tax credit for energy-efficient home improvements? (A) The tax credit for.. Grand prize tickets to the Cav’s vs. Miami game)
  13. 13. 13 Improved Traffic to lead to conversion rate Search engine rankings Analyze Results
  14. 14. 14 Results Results for first 7 months Website Traffic – 10,692 Leads - 99 Customers – 27 Avg. 9 Customers month
  15. 15. 15 Case Study 2 Outbound Marketing • Tradeshows • Distributors • Product Endorsements • Marketing Literature • Product Labels Challenges • Perceptions That It Is Not Easy to Care for Orchids • Cost to Reach a National Audience • Learning About Consumer Preferences • Spreading Consistent Brand Message Through Multiple Channels
  16. 16. 16 Inbound Marketing Update Strategy Build the Brand “Caring for Orchids is Easy” Build Loyal Brand Advocates Become Online Resource for Orchid Care Goals • Increase Website Traffic • Expand Reach in Social Media • Create Great Content for Consumers • Collect Consumer Data • Increase Demand for Distributors • Attract Additional Distributors
  17. 17. 17 Update Website Design For the Consumer • Design & Content Centered Around Consumer • Watering Reminder Emails
  18. 18. 18 Update Website Design For the Consumer • Orchid Care Downloads • Orchid Care Blog
  19. 19. 19 Expand Reach Create Great Content • Build YouTube Channel • Interactive Help Forums
  20. 20. 20 Get Found Online Get Found & Interact • Improve Organic Search • Interact in Social Media • Collect Consumer Data • Surveys/Polls • Offers/Landing Pages
  21. 21. 21 Social Media Monitoring Monitor & Respond • Brand Mentions • Blogs • Facebook • Identify Trends • Define Consumer Types • Respond w/ Helpful Content
  22. 22. 22 Social Media Engagement Engage the Audience • Ask Questions • Encourage Interaction Poetry Contest
  23. 23. LinkedIn Orchid Care Group Monitor & Respond • Industry Groups • Thought Leaders
  24. 24. 24 Social Media Campaigns Create Great Offers • Customize for Audiences • Promote in Social Media • Blog • FaceBook • Digg • Email Marketing
  25. 25. 25 Social Media Campaigns Reward Brand Advocates • New Offers First • Promote in Social Media
  26. 26. 26 Lead Nurturing Emails
  27. 27. 27 Create Landing Pages Compare Conversion Rates and Optimize Marketing Budget
  28. 28. Add Retailers Conversion Form
  29. 29. 29 Results - Website Traffic Increase 500% July 2010 Traffic July 2009 Traffic
  30. 30. 30 674 Blog Subscribers in 90 Days
  31. 31. Social Media Campaign Summary • 4,100+ Facebook fans • Uploaded 225+ customer photos • 7,000 new leads captured • 51.8% average conversion rate on 6 landing pages • 13,304 Lead Nurturing emails sent to leads • Email subscriptions grew to 17,000
  32. 32. Questions & Answers 32 • Conclusion – Chris Knipper • Questions • Free Inbound BluePrint available at www.kunocreative.com Chris Knipper President Kuno Creative @chrisknipper LinkedIn.com/in/chrisknipper

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