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How to Build Your Inbound Marketing Game Plan - Paul Roetzer

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How to Build Your Inbound Marketing Game Plan

Learn how to generate leads and build loyalty by outthinking, not outspending, the competition. Inbound marketing is powered by content and community. In order to grow smarter and faster, organizations must maintain powerful Websites, participate in social media and continually publish great content. The Inbound Marketing GamePlan follows a proven eight-step system that concentrates on shifting resources to more effective and measurable inbound marketing strategies.

* Paul Roetzer, President, PR 20/20

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How to Build Your Inbound Marketing Game Plan - Paul Roetzer

  1. 1. Online Marketing Summit<br />Milwaukee, WI | June 28, 2010<br />How to Build Your Inbound Marketing GamePlan<br />(#IMGamePlan)<br />Paul Roetzer (@paulroetzer)<br />President<br />PR 20/20<br />www.PR2020.com<br />1<br />
  2. 2. What is Inbound Marketing?<br />2<br />@paulroetzer #IMGamePlan<br />
  3. 3. 3<br />Get Found<br />
  4. 4. Outbound Marketing<br />800-555-1234<br />Annoying<br />Salesperson<br />@paulroetzer #IMGamePlan<br />
  5. 5. Inbound Marketing<br />@paulroetzer #IMGamePlan<br />
  6. 6. 6<br />By the Numbers<br />15.5 billion core searches conducted in April 2010<br />Source: comScore, Inc<br />
  7. 7. 7<br />By the Numbers<br />U.S Internet users watched 30.3 billion videos in April 2010<br />Source: comScore, Inc<br />
  8. 8. 8<br />By the Numbers<br />More than 1 billion “tweets” estimated per month<br />Source: Royal Pingdom<br />
  9. 9. 9<br />By the Numbers<br />More than25 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month on Facebook<br />
  10. 10. 10<br />By the Numbers<br /><ul><li>More than 60 million status updates daily
  11. 11. More than 1.5 million local businesses have active Pages
  12. 12. More than 20 million people become fans of Pages each day
  13. 13. Average user spends more than 55 minutes per day on Facebook
  14. 14. More than 100 million active users access Facebook through their mobile devices</li></li></ul><li>
  15. 15. 12<br />The Universal Goals: Leads & Loyalty<br />The Loyalty Factors<br /><ul><li>Higher retention rates
  16. 16. Lower cost per sale
  17. 17. Increased ROI
  18. 18. Greater profit margins
  19. 19. Trust and goodwill
  20. 20. Strength and stability</li></ul>@paulroetzer #IMGamePlan<br />
  21. 21. 13<br />The GamePlan in Action<br /><ul><li>Step 1: Clearly define and differentiate your brand.
  22. 22. Step 2: Design and deploy a content-drivenwebsite.
  23. 23. Step 3: Go beyond prospects, and consider the impact of your marketing efforts on all audiences.
  24. 24. Step 4: Establish measurable and meaningful campaign objectives designed to achieve the primary goals of leads and loyalty.</li></ul>@paulroetzer #IMGamePlan<br />
  25. 25. 14<br />The GamePlan in Action<br /><ul><li>Step 5: Build an integrated campaign: brand, Website, search, social media, content and PR.
  26. 26. Step 6: Establish dynamic budgets that can be easily shifted based on campaign performance and analytics.
  27. 27. Step 7: Define campaign timelines with milestones, tasks and responsibilities.
  28. 28. Step 8: Measure everything, and be willing to adapt and evolve.</li></ul>@paulroetzer #IMGamePlan<br />
  29. 29. Discovery: Define, Differentiate & Design<br />15<br />
  30. 30. 16<br />The Scouting Report<br />Conduct a strategic analysis of audiences, the organization and the industry.<br />@paulroetzer #IMGamePlan<br />
  31. 31. 17<br />GamePlan Tip: Use SurveyMonkey to conduct discovery audits with internal and external audiences.<br />@paulroetzer #IMGamePlan<br />
  32. 32. 18<br />The Foundation: Brand & Website<br />Your brand and website are the two most important elements of building a strong and profitable inbound marketing campaign. <br />
  33. 33. 19<br />Brand Marketing: Define & Differentiate<br />Every organization must define and differentiate itself. <br /><ul><li>Share your story through your website, content, social media activity and public relations.
  34. 34. Remember that your brand is defined by experiences and perceptions, which now primarily occur online.</li></ul>@paulroetzer #IMGamePlan<br />
  35. 35. 20<br />Brand Marketing: Define & Differentiate<br /><ul><li>Who are we (in 160 characters or less, and without meaningless jargon)?
  36. 36. What are the three greatest strengths/weaknesses of our brand?
  37. 37. What are our greatest opportunities for growth?
  38. 38. Who are our buyer personas?
  39. 39. What makes us different, remarkable?
  40. 40. What value (i.e. expertise, resources, guidance, tools) can we bring to our audiences?
  41. 41. What makes customers buy from us the first time (acquisition)? What keeps them coming back (retention)?</li></ul>@paulroetzer #IMGamePlan<br />
  42. 42. 21<br />Website: Design, Connect & Grow<br /><ul><li>Content Management System (CMS)
  43. 43. Analytics
  44. 44. Blog
  45. 45. Copywriting
  46. 46. Design
  47. 47. Landing Pages
  48. 48. Lead Forms
  49. 49. Media room
  50. 50. SEO</li></ul>@paulroetzer #IMGamePlan<br />
  51. 51. Audiences: Segment & Prioritize<br />22<br />
  52. 52. 23<br />Think Beyond Prospects . . .<br /><ul><li>Peers
  53. 53. Competitors
  54. 54. Vendors
  55. 55. Partners
  56. 56. Job Candidates
  57. 57. Media
  58. 58. Employees
  59. 59. Prospects
  60. 60. Customers</li></li></ul><li>24<br />GamePlan Tip: Don’t fight it. Employees, especially younger generations, are active in social media with or without your organization’s support. <br /><ul><li>View social media as an opportunity, not an obstacle.
  61. 61. Establish social media policies, encourage professional behavior, and move on.</li></ul>@paulroetzer #IMGamePlan<br />
  62. 62. Objectives: Set Your Success Factors<br />25<br />
  63. 63. 26<br />Winning Leads & Loyalty<br />@paulroetzer #IMGamePlan<br />
  64. 64. 27<br />Objective #1: Search Engine Rankings<br />Boost keyword rankings on top search engines.<br /><ul><li>Top 10 keywords
  65. 65. Traffic-producing keywords
  66. 66. Lead-producing keywords
  67. 67. Sale-converting keywords
  68. 68. Organic traffic
  69. 69. PPC savings</li></ul>@paulroetzer #IMGamePlan<br />
  70. 70. 28<br />Objective #2: Relationships<br />Establish and strengthen relationships.<br /><ul><li>Followers
  71. 71. Friends and Fans (aka Likes)
  72. 72. Members
  73. 73. Blog subscribers and comments
  74. 74. References
  75. 75. Recommendations
  76. 76. Referrals</li></ul>@paulroetzer #IMGamePlan<br />
  77. 77. 29<br />Objective #3: Positioning<br />Enhance positioning as a thought leader, innovator and industry expert.<br /><ul><li>Media inquiries
  78. 78. LinkedIn recommendations
  79. 79. Blog subscribers
  80. 80. Guest blogging opportunities
  81. 81. Content downloads
  82. 82. Webinar/event registrations
  83. 83. Inbound links</li></ul>@paulroetzer #IMGamePlan<br />
  84. 84. 30<br />Objective #4: Brand<br />Build brand awareness, comprehension and preference.<br /><ul><li>Media inquiries
  85. 85. LinkedIn recommendations
  86. 86. Blog subscribers
  87. 87. Guest blogging opportunities
  88. 88. Content downloads
  89. 89. Webinar/event registrations
  90. 90. Inbound links
  91. 91. Conversion and retention rates</li></ul>@paulroetzer #IMGamePlan<br />
  92. 92. Strategies & Tactics: Take an Integrated Approach<br />31<br />
  93. 93. 32<br />Driven by Content & Community<br />
  94. 94. 33<br />Search Marketing: Get Found<br />Search marketing refers to the paid and organic activities, including SEO, that help boost your Website’s search engine ranking, drive visitors and generate leads.<br />In short, it helps your organization get found online when people are searching for your products or services.<br />
  95. 95. 34<br />GamePlan Tip: There are no shortcuts in search marketing. Concentrate your efforts on generating inbound links, traffic and leads through creating remarkable content and social media participation.<br />@paulroetzer #IMGamePlan<br />
  96. 96. 35<br />Social Media: Monitor, Participate & Publish<br />Social media is about listening, learning, building relationships and bringing value to the communities relevant to your organization.<br />
  97. 97. 36<br />GamePlan Tip: Be authentic and bring value. Social media is about listening, learning, building relationships and bringing value to the communities relevant to your organization.<br />@paulroetzer #IMGamePlan<br />
  98. 98. 37<br />Content Marketing: Fresh & Relevant<br />Content marketing has become the great differentiator — a sustainable competitive advantage that enables you to separate yourself, while driving acquisition (leads) and retention (loyalty).<br />
  99. 99. 38<br />GamePlan Tip: Ask yourself . . . Who are our buyer personas? What are their needs and pain points? What value can we bring to the community? What problems can we solve? What can we publish that is relevant?<br />@paulroetzer #IMGamePlan<br />
  100. 100. 39<br />Public Relations: Relationships & Communications<br />Relationships and communications remain the foundation of the PR industry, but they are being fostered through social networks, websites, self-published content, mobile apps and the media (mainstream and social).<br />
  101. 101. 40<br />GamePlan Tip: Carefully evaluate your PR agency based on performance and capabilities. <br />Traditional PR agencies are struggling to adapt to the social Web and remain relevant as clients demand more measurable results.<br />@paulroetzer #IMGamePlan<br />
  102. 102. Budgets: Calculate Time & Money Investments<br />41<br />
  103. 103. 42<br />Build Dynamic Budgets<br />CONVENTIONAL MARKETING pays for interruption and impressions, which means you buy everything.<br />INBOUND MARKETING pays for production, participation and performance.<br />
  104. 104. 43<br />Major Budget Factors<br /><ul><li>Strength of current website and need for design and optimization.
  105. 105. Outsourcing of content creation, including copywriting and design of case studies, eBooks, blog posts and white papers.
  106. 106. Reliance on paid search (e.g. Google AdWords, IYPs) for short-term lead generation and sales.
  107. 107. Brand awareness in target markets.</li></ul>@paulroetzer #IMGamePlan<br />
  108. 108. 44<br />Major Budget Factors<br /><ul><li>Aggressiveness of growth goals.
  109. 109. Stage of business lifecycle.
  110. 110. Inbound marketing competency levels and time availability of marketing team and executives.
  111. 111. Strength of competition.
  112. 112. Commitment to vision and innovation.</li></ul>@paulroetzer #IMGamePlan<br />
  113. 113. 45<br />SAMPLE: Inbound Marketing Budget<br />@paulroetzer #IMGamePlan<br />
  114. 114. 46<br />SAMPLE: Inbound Marketing Budget<br />@paulroetzer #IMGamePlan<br />
  115. 115. Timelines: Track Activities & Milestones<br />47<br />
  116. 116. 48<br />Project Management<br />While inbound marketing is all about the “New Rules” of marketing and PR, traditional project-management principles still apply. <br />
  117. 117. 49<br />GamePlan Tip: Check out 37Signals Basecamp for a simple and effective project management solution. Visit www.37signals.com. <br />@paulroetzer #IMGamePlan<br />
  118. 118. Measure & Evolve: Use Analytics to Adapt<br />50<br />
  119. 119. 51<br />Keep Score of What Matters<br /><ul><li>Website strength and campaign performance
  120. 120. Website traffic and associated marketing events
  121. 121. Referring sites and traffic sources
  122. 122. Keyword rankings
  123. 123. Conversion rates
  124. 124. Social media activity</li></ul>@paulroetzer #IMGamePlan<br />
  125. 125. 52<br />GamePlan Tip: Use monthly scorecards to manage your inbound marketing campaigns. Segment the scorecard into three sections: 1) The Activities, 2) The Results, 3) Updated GamePlan. <br />@paulroetzer #IMGamePlan<br />
  126. 126. The Beginning: Look Beyond<br />53<br />
  127. 127. 54<br />The social Web and inbound marketing have leveled the playing field. <br />Underdogs and innovators now have the power to grow faster and smarter than their competitors. <br />They have the ability to control their destiny.<br />@paulroetzer #IMGamePlan<br />
  128. 128. 55<br />Your Challenge . . . It’s Time<br /><ul><li>Differentiate your brand and build a powerful, lead-generating website.
  129. 129. Consider the needs and goals of all audiences and connect with them in more meaningful and personal ways.
  130. 130. Stop hiding behind arbitrary measurements, and start building integrated marketing campaigns around metrics that directly affect the bottom line.
  131. 131. Stop paying for placement and start publishing relevant, link-worthy content.</li></ul>@paulroetzer #IMGamePlan<br />
  132. 132. 56<br />Your Challenge . . . It’s Time<br /><ul><li>Participate and bring real value to online communities.
  133. 133. Set dynamic, performance-based budgets that constantly shift and adapt based on analytics, consumer behavior and market forces.
  134. 134. Tap into the endless resources of the social Web.
  135. 135. “Get found” when audiences are searching for knowledge, products and services.
  136. 136. Generate leads and build loyalty.
  137. 137. Look beyond traditional wisdom and conventional solutions.
  138. 138. Innovate and lead.</li></ul>@paulroetzer #IMGamePlan<br />
  139. 139. 57<br />It’s time to build and activate your Inbound Marketing GamePlan.<br />@paulroetzer #IMGamePlan<br />
  140. 140. Free Tools from HubSpot:<br />http://Website.Grader.com<br />http://Blog.Grader.com<br />http://Grader.com<br />Free Trial Offer: www.HubSpot.com/free-trial<br />
  141. 141. Paul Roetzer, PR 20/20<br />www.PR2020.com<br />paul@PR2020.com<br />(216) 333-1242<br />Twitter: @paulroetzer<br />http://www.linkedin.com/in/paulroetzer<br />59<br />Thank You!<br />
  142. 142. 60<br />Thank You<br />Visit<br />www.onlinemarketingsummit.com<br />for more information<br /> Follow us @OMSummit<br />

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