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Inbound: Marketing People Will Love

Marketing, no matter where it is, is about people. If we forget the people, we might as well forget marketing. Inbound marketing focuses on creating marketing that people will love.

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Inbound: Marketing People Will Love

  1. 1. | 863-606-5994 INBOUND MARKETING PRESENTATION Presented by Chrissanne Long Maximize Digital Media 5/16/2014
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  4. 4. | 863-606-5994 BASICS OF INBOUND MARKETING !  Different people = Different marketing strategies. !  Defined goals make measuring outcomes possible. !  Align content with customers’ interests. !  Create content that will continue to bring relevant traffic.
  5. 5. | 863-606-5994 “SOLVE FOR PEOPLE ” -DHARMESH SHAH They are more than a “Target audience” Your prospects are people, create marketing people will love.
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  11. 11. | 863-606-5994 ATTRACTING VISITORS: BLOGGING Blogging is the single best way to attract new visitors to your website. In order to get found by the right prospective customers, you must create educational content that speaks to your ideal buyers and answers their questions.
  12. 12. | 863-606-5994 ATTRACTING VISITORS: SOCIAL MEDIA You must share remarkable content and valuable information on the social web, engage with your prospects and put a human face on your brand. Interact on the networks where your ideal buyers spend their time.
  13. 13. | 863-606-5994 ATTRACTING VISITORS: KEYWORDS Your customers begin their buying process online, usually by using a search engine. You must appear prominently for the “keywords” they search. This process requires strategically selecting keywords, optimizing your pages, creating content and building links around the terms for which your ideal buyers are searching.
  14. 14. | 863-606-5994 ATTRACTING VISITORS: PAGES You must optimize your website and its content to appeal to and speak with your ideal buyers. Transform your website into a resource of helpful content, to entice the right strangers to visit your pages, connect with your brand and digest your information to help them make their buying decisions.
  15. 15. | 863-606-5994 WHAT’S IN YOUR TOOLKIT?
  16. 16. | 863-606-5994 TOOL # 1 – CALLS-TO-ACTION !  Calls-to-action are buttons or links that encourage your visitors to take action, like “Download a Whitepaper,” “Schedule a Consultation,” “View our Exclusive Report.” !  Without compelling calls-to-action, your website will not generate leads. !  Use calls-to-action to move people through your campaign sales funnel.
  17. 17. | 863-606-5994 CALLS-TO-ACTION
  18. 18. | 863-606-5994 TOOL # 2 - LANDING PAGES When a website visitor clicks on a call to action, he should be sent to a landing page. A landing page is where the offer in the call-to- action is fulfilled, and where the prospect submits information that your sales team can use to begin a conversation with them. When website visitors fill out forms on landing pages, they become leads.
  19. 19. | 863-606-5994 ANATOMY OF AN EFFECTIVE LANDING PAGE !  Limited navigation !  Details that can be quickly scanned !  An image that supports the topic !  Lead capture form (shorter for better conversion) “above the fold.” !  Links for sharing via social media !  One single call-to-action Every marketing campaign should come paired with a customized landing page
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  21. 21. | 863-606-5994 TOOL # 3 - EMAIL What do you do if a visitor clicks on your call to action, fills out a landing page, or downloads your whitepaper, but still isn’t ready to become a customer? A series of emails focused on useful, relevant content can build trust with a prospect and help them become more ready to buy.
  22. 22. | 863-606-5994 MARKETING AUTOMATION !  This process involves creating email marketing and lead nurturing tailored to the needs and lifecycle stage of each lead. For example, if a visitor downloaded a whitepaper on a certain topic from you in the past, you might want to send that lead a series of related emails. But after they have visited certain pages on your website, you might want to change the messaging to reflect those different interests.
  23. 23. | 863-606-5994 !  Building content people love is not an impossible feat. Identifying what people want is half the battle. Creating offers that deliver is the other half. And the best part? You get to measure the results! E-books, case studies, white papers and infographics are some examples of premium content. TOOL # 4 - PREMIUM CONTENT OFFERS
  24. 24. | 863-606-5994 The beauty of online marketing is that every action your visitors take is tracked and stored somewhere. Rather than relying on your gut to decide how well your ideas are working, marketers can now use data to glean true insight into their ROI . TOOL # 5 - ANALYTICS Chief marketing officers plan to increase their spending on marketing analytics 60% by 2015.
  25. 25. | 863-606-5994 HOW WE CAN HELP !  Website Design & Development !  Full Inbound Marketing !  Search Engine Optimization (Local, Regional, National) !  Local Business Listing Optimization !  Full Social Media Marketing & Management !  Social Media Advertising !  Email Marketing and Automation !  Video Marketing !  Mobile Marketing (SMS, Mobile Website, Mobile Apps) !  Strategic Content Generation !  Training & Consulting
  26. 26. | 863-606-5994 TOOLS AND RESOURCES !  Google Webmaster Tools & Analytics !  Majestic SEO ( !  Open Site Explorer by Moz ( !  SEO Moz ( Local SEO Resources ! analyze your website !  Social Media Experts !  Amy Porterfield, Mari Smith, Jon Loomer, Gary Vaynerchuk !  URL Shortener for Tracking clicks: BudURL (Pro) – recommended for advanced users.
  27. 27. | 863-606-5994 MORE TOOLS & RESOURCES
  28. 28. | 863-606-5994 FREE REPORTS We’re always adding more!
  29. 29. | 863-606-5994 AN INVITATION !  Visit our website for our online Lead Generation Report !  Ready to talk? Let’s schedule a FREE consultation!