What is Inbound Marketing: Tools & Strategies


Published on

1 Like
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

What is Inbound Marketing: Tools & Strategies

  1. 1. CROUD - A CLOUD BASED, CROWD SOURCED DIGITAL MARKETING AGENCY What do we do ? • Search Marketing (SEO, PPC, Display, Facebook Marketing, etc) • Content Creation (Copywriting, White Papers, Video, Infographics, etc) • Content Marketing (Blogger Outreach, Online Partnerships, etc) • But most importantly… We Are Here to Help!
  2. 2. CROUD - A CLOUD BASED, CROWD SOURCED DIGITAL MARKETING AGENCY Who does it? Croudie Network: • Croudies have over 2 years search engine marketing experience gained with some of the world’s largest brands (Currently averaging 5 years +). • Achieved at least 90% on the Croud network entrance exam (its pretty hard). • Is contractually bound and under strict non-disclosure agreement.
  3. 3. CROUD - A CLOUD BASED, CROWD SOURCED DIGITAL MARKETING AGENCY How do we do it ? • Croud Control: Croud control is not just an internal tool. At Croud we believe in open transparency. One of the key benefits of search engine marketing is its accountability. The Croud Control dashboard shows everything we do on your behalf, along with the results of that activity.
  4. 4. What is Inbound Marketing? Croud Australia
  5. 5. What are your favourite kind of Adds? - TVC Breaks During Your Favourite TV Show? - Radio Commercials While Listening To Music? - 8 pm Calls from Telesales Staff? Or would you prefer… - Entertaining YouTube Clips That Your Friends Shared. - A really useful and helpful podcast or a ebook. - Scheduled or on-demand product webinars. Reference: http://marketingland.com/the-changing-definition-of-inbound-marketing-why-seos-and-sems-should-care-46187
  6. 6. Inbound Marketing • Consumers have grown weary of mass marketing and “push” advertising via direct mail, e-mail, TV and radio. Instead, consumers want to investigate their purchasing options, seek recommendations from peers and ask questions online. • Inbound Marketing has the same goals as traditional marketing, generating sales leads and enabling your sales team to convert them to customers. The difference lies in the way businesses generate leads and retain customers. takes commitment, strategy and talent to “move the needle”, and you will find that results are directly proportional to effort. • Inbound marketing does not completely replace other forms of marketing.
  7. 7. Reference: http://www.optify.net/inbound-marketing/inbound-vs-outbound-marketing
  8. 8. The Aim of Inbound Marketing • Increasing brand awareness via content creation, search engines, and participation in social media. • Capturing leads with attractive offers and effective landing pages. • Converting leads to customers with lead nurturing campaigns and sales force automation. • Analysing results, adjusting strategy and content, and applying best practices.
  9. 9. Inbound Marketing Channels Reference: http://moz.com/blog/inbound-marketing-is-taking-off
  10. 10. Reference: http://www.contentmarketingexperience.com/content-marketing-strategy-and-practice/
  11. 11. Reference: http://www.smartinsights.com/content-management/content-marketing-strategy/the-content-marketing-matrix-new-infographic/
  12. 12. Reference: http://www.semrush.com/blog/publications/beyond-links-total-inbound-marketing-strategy/
  13. 13. Reference: http://jess3.com/eloqua-content-grid-v2/
  14. 14. How to build a Inbound Marketing Team.
  15. 15. Inbound Marketing Team Members • High level strategist in marketing and lead generation • Creative copywriter for blogs, social media, web pages and advanced content • Social media marketing expert who knows how to engage and monitor your brand effectively • Search marketing expert who knows SEO, paid search and social media optimization • Inbound marketing expert experienced in using software such as HubSpot and Salesforce.com • Website designer/developer who knows how to build and manage websites • Graphic designer to support all of your inbound marketing sites and campaigns
  16. 16. • Content Marketing Manager (CMM) Responsible for generating all content • Social Media Marketing Manager (SMM) Responsible for setting up and using including blogs, videos, webinars, social networking and social media whitepapers, e-books, e-mail accounts, training the team on correct newsletters and announcements and use of social media, promoting content press releases. via social media, building the brand via social media, and engaging and monitoring social media on a regular basis.
  17. 17. Inbound Marketing Specialist (IMS) • Assists the team in evaluating and Website/Graphic Designer • Works with the team to arrive at an implementing software and sets up optimal design for inbound marketing, accounts for the team. Assists in creates the design(s) and helps finalise website design and integration with the and integrate the site with the toolkit. inbound marketing toolkit. Sets up the Works with in-house or third-party blog. Works with in-house or third-party marketing team to create or modify marketing team to create or modify brand identity for website, blog and brand identity for website, blog and social media. social media. This person is also the team expert on SEO.
  18. 18. Team Leader • Leads the strategy discussion and Marketing Team (Member) • At least one senior member of your formulation, assists Senior Management sales and marketing team needs to be in building the team and developing involved in the inbound marketing the plan, assists in policy development, strategy and plan. In most cases, the sets tasks for the team, oversees inbound marketing team is part of the progress and reports to Senior overall Sales and Marketing Management. organization, so the Team Leader will most likely represent Sales and Marketing on the team.
  19. 19. First Month Milestones: Set Up Your Strategy, Team, Website GOALS • Develop your inbound marketing strategy and plan • Put together your team, assign roles and establish policies • Design and develop your website as your inbound marketing “hub” • Set up your blog (within your website) • Setup your social media accounts • Acquire and setup your inbound marketing toolkit PROCESS • Create specifics of the inbound marketing plan including content, social media marketing strategy and schedule. • Set business goals, metrics, deliverables and benchmarks for the inbound marketing 6 month plan. Set policies for social media use and participation by team, staff. • Review the current company website & decide what kinds of content will be developed for blogs. • Decide upon a common tools for the team, set up user accounts and provide training to the team.
  20. 20. Second Month Milestones: Create Content & Special Promotions GOALS • Develop your content marketing strategy and plan • Brainstorm topics that will interest your target market • Identify bloggers within or outside your organization • Assign blog topics and schedule to your blogging team • Create, review and publish blogs according to schedule • Promote blogs via social media, e-mail newsletters and website • Create and promote advanced content (videos, webinars, whitepapers, e-books, press releases and e-mail newsletters) PROCESS • Set the business goals, topics and target market for the content marketing, including content creation and review policies • Coordinate calls-to-action and landing pages to capture leads from each advanced content piece. • Evaluate the effectiveness of different blog topics and advanced content in capturing leads and improving SEO results.
  21. 21. Third Month Milestones: Improve SERPS & Results GOALS • Develop a search marketing strategy • Research search engine criteria and strategy for SEO and SMO (social media) • Research best keywords and keyword phrases • Setup keyword tracking in SEO software • On-page SEO optimization of website pages • Train content and social media personnel in SEO for blogs and social media PROCESS • Review industry and competitor strategies and keyword rankings, and select keywords and phrases for SEO. • Optimise the website, decide which pages will be optimized with selected keywords and proceeds to update page titles, headings, URLs, images, tags, links and content on every page in the site. • Train the Staff in SEO. SEO needs to be considered in every social media profile and every communication the company sends out. • Analyse & monitor to determine the effectiveness of the SEO strategy
  22. 22. Fourth Month Milestones: Build & Engage in Social Media GOALS • Develop a social media marketing strategy • Research competitor activities in social media • Create social media personas that reflect your brand • Build social media profiles that reflect your brand • Recruit followers directly via social media PROCESS • Review industry and competitor strategies in social media sites and decide which venues and tactics to use for social media engagement and promotion. • Decide how to respond to positive and negative comments and what types of content to promote. • Decide training schedule for all staff supporting content and social media.
  23. 23. Fifth Month Milestones: Capture Leads and Convert Them GOALS • Develop a lead capture and conversion strategy • Create valuable offers – content, webinars, events, discounts, promotions • Create calls-to-action and landing pages for offers • Create lead nurturing campaigns for offers • Implement calls-to-action in strategic locations on website, blog and social media sites • Promote calls-to-action via blogs, social media updates • Analyse results and adjust strategy to optimize lead conversion PROCESS • • • • • • Review industry and competitor strategies in lead capture and conversion and decide upon reasonable business goals, target market, offers, means of promotion and integration with the Sales Team. Create Content, Landing Pages and Promote Special Offers Evaluate the number of leads and conversion rate (lead sign-ups vs. page views) for each landing page over time. Test different landing page content and layout for each offer to optimize conversion rate. Test different promotion venues to optimise conversion rate. Test different social media campaigns to optimise conversion rate.
  24. 24. Sixth Month Milestones: Analyse Results & Calculate ROI GOALS PROCESS • Analyse results from inbound marketing, • We recommend at least one identify trends and causes strategy/review/analysis meeting per month • Analyse Web traffic, traffic sources, inbound to assess progress and evaluate the strategy. links, keyword rankings, • organic search traffic, social media reach • You should be able to evaluate ROI by • Identify best lead conversion pages and comparing the inbound marketing costs content (labour + toolkit + outsourced + social media • Analyse social media sources and campaigns for best traffic and lead conversion offer types campaign costs) to the increase (or and content decrease) in sales revenues over the six • Identify strategy issues and/or systemic problems, recommend corrections month period and beyond. • Analyse ROI and adjust strategy to optimize lead conversion and sales
  25. 25. Useful Inbound Marketing Tools
  26. 26. Individual Solutions • Analytics - Google Analytics & Webmaster • SEO Tools - Moz, SEMRush, MajesticSEO, etc • Tracking utm’s – • Paid Ads Management - acquisio.com http://gaconfig.com/google-analytics-url- • Retargeting - builder/ http://marketing.wordstream.com/RemarketingToolkit • Blogging CMS - Wordpress (& Plugins) Download.html • Social Media Management - Buffer, • Landing Page Optimisation - Unbounce, Optimizely SproutSocial • Content Marketing Calendar & Templates - • Automation via Triggers - IFTTT http://contentmarketinginstitute.com/2013/06/essenti • CRM Solution – Zoho or SugarCRM al-content-templates-checklists/ • Email Marketing - Mailchimp • Webinars - GoTo Meeting (Google Hangout)
  27. 27. All-in-One Marketing Software • InfusionSoft or HubSpot or Marketo • Email Marketing • Online marketing • Lead management • Marketing programs/lead generation • Social Marketing • Analytics • Resource management • Infrastructure • Advanced functions
  28. 28. Inbound Marketing Resources: • https://app.hubspot.com/library/ • http://www.marketo.com/resources/ • http://www.marketo.com/media/how-to-build-a-better-inbound-marketing-machine/ • http://unbounce.org • http://moz.com • https://econsultancy.com
  29. 29. Customer Centric Inbound Marketing Strategies
  30. 30. Inbound Strategy Tasks: • Create valuable offers and discounts that will attract visitors and compel them to sign up. • Create call-to-action graphics or buttons that convey the offer and entice clicks to a landing page. • Landing pages that further induce the visitor to sign up or register for the offer. • Follow up converted leads with lead nurturing campaigns and sales calls. • Optimise lead conversion by measuring and analysing results from offers and landing pages. • Organise and analyse leads using customer relationship management software.
  31. 31. Weekly Effort: • 3 blog posts published per week, including on-page SEO on each new post. • 20 social media updates (Twitter, Facebook and LinkedIn) per week. • 1 hour per week brainstorming new ideas for content, lead generation and social media campaigns. • 2 hours per week analysing results and updating keyword strategy, landing pages and calls-toaction. • 1 advanced content piece (webinar, video, whitepaper etc.) per month. • And ongoing social media marketing campaigns, e-mail marketing campaigns and traditional marketing to promote content.
  32. 32. Reference: http://www.hubspot.com/inbound-marketing
  33. 33. ROI indicators • Website traffic – the general interest level generated by your brand awareness and brand reputation efforts • Lead conversions – from a casual website visitor to a sales lead • Sales conversions – from a sales lead to a customer • Retention rate – from a one-time customer to a loyal, repeat customer • Best strategies and tactics – which content topics, offers, social media venues and landing pages generate the best results
  34. 34. THANK YOU W Pieter.Verasdonck@Croud.com.au @PSVerasdonck Croud.com.au