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Ocala Vistage Presentation - 352 Inc., 5/7/14
1.
2. Creating an Online
Sales Engine
How Inbound Marketing Can Improve your Brand &
Bottom Line
Presented by Peter VanRysdam
Founding Partner, 352 Inc.
3. Topics to Cover:
• Moving from outbound to inbound marketing
• Positioning your organization as a thought leader
through content marketing
• How to get the most from social media
• Using marketing automation tools
• How to effectively make your website the center of
your marketing efforts
8. Outbound vs. Inbound
Marketing
• Examples of Outbound:
• Billboards, TV, Radio, print, Online display
advertising
• Examples of Inbound:
• Thought leadership: Blogs, podcasts, video,
eBooks, newsletters, whitepapers, SEO, SMM,
Content Marketing, speaking
• Earned versus paid
9. Outbound vs. Inbound
Marketing
• Broadcasting versus interacting
• Social Media platforms have leveled the playing field
for a small brand’s reach vs. cost
• Larger brands have capabilities to provide more of a
personal touch
13. Blogging Best
Practices
Who should Blog?
• The More the Merrier
• Set Roles (& Stick to Them!)
• Stay on Point (Focus = Status and Rankings)
• Have a personality (blogging versus corporate
communications)
15. Blogging Best
Practices
Coming up with Good Content
• Editorials versus Press Releases
• Reactions to Industry News
• Links to Articles
• Product Reviews, Demos
• Embed Videos and Other Visuals
16. Blogging Best
Practices
Encouraging Interaction
• Participate on others’ blogs
Comments
Reprints (with permission)
Reaction Pieces
Guest Blogging
• Solicit Feedback
Ask Questions
Use Polls/Surveys
Turn Questions Into New Posts
17. Blogging Best
Practices
Promoting your Blog
• Add URL to Email Sig, Business Cards
• Include Blog Posts in e-Newsletter
• Setup Auto Integrations with Social Networks
• RSS Feed on Website
26. Social Media
Marketing
Marketing Myopia
• “The vision of most businesses is too constricted by
the narrow understanding of what business they
are in.”
– Theodore Levitt,
Harvard Business Review 1960
27. Social Media
Marketing
Marketing Myopia
• Railroads fall from dominance by not positioning
themselves as transportation companies
• Oil companies rebranding as energy companies
• Today’s Music industry, Newspapers?
28. Social Media
Marketing
Marketing Myopia
• What new channels are available to distribute my
brand (not just my product)?
• Don’t treat the new channels like the old – tailor your
message
• Don’t simply copy social media success stories –
help the medium evolve
29. Social Media
Marketing
Dell Avoids Myopia:
• Dell starts as “PC’s Limited,” a computer OEM
w/ print ads
• Evolved to “Dell Inc,” a tech company
offering TV’s, etc
• Expands to retail sector
• Offers time sensitive specials, ideal for twitter users
• Recently eclipsed $3m in sales directly attributed to
Twitter promotions in 2010 alone
• Over 1.4mm followers to date
30. Just because you’re using social doesn’t mean you’re doing inbound
Broadcasting vs. Interacting
Transparent
Proactive
Active
31. Just because you’re using social doesn’t mean you’re doing inbound
Broadcasting vs. Interacting
32. Just because you’re using social doesn’t mean you’re doing inbound
Broadcasting vs. Interacting
33. The Obstacles of
Social
• Backlash for impersonal responses
• Mistakes are magnified
• There is no delete button
• Interns vs. Employees
34. Just because you’re using social doesn’t mean you’re doing inbound
The Obstacles of Social
35. Just because you’re using social doesn’t mean you’re doing inbound
The Obstacles of Social
36. Just because you’re using social doesn’t mean you’re doing inbound
The Obstacles of Social
37. Just because you’re using social doesn’t mean you’re doing inbound
The Obstacles of Social
38. Just because you’re using social doesn’t mean you’re doing inbound
The Obstacles of Social
40. Social Media
Marketing
• Nice to see – followers (passive), fans (active)
• Important to see – KPIs, engagement statistics,
funnels
• Mission Critical – Direct conversions
