Inbound marketing is so new to the association market that it might make you feel like you're back in elementary school where everything is new. We're embracing the idea of starting fresh and learning new fundamentals by coming together with other association professionals who are interested in inbound. We're taking a lot of the standards of elementary school---we're keeping it simple, making it fun and creating a super positive learning environment where the only dumb question is the one you don't ask.

1. Welcome to the
Inbound Lunch Bunch
April 2016

2. Inbound Lunch Bunch Turns 1!

3. April:
Digital Advertising to
Attract New
Customers

4. Introductions
Maneesha Manges, Director of Inbound Marketing
• Over 15 years of experience in digital marketing
• Consulting experience in the association world
around digital strategy, field and social media
marketing and change management
• Expertise in lead generation
Ways to Connect:
• Twitter: @maneeshamanges
• LinkedIn: www.linkedin.com/in/maneeshamanges

5. • Housekeeping:
• We’re brown baggin’ it – informal, loose,
interactive
• Tons of resources available:
• All of last year’s Inbound Lunch Sessions available on
demand: http://site.highroadsolution.com/inbound-
lunch-bunch-page
• Toolkits: http://pages.highroadsolution.com/toolkit-list
• New interactive features on Zoom!

7. Refresher.

8. Basics of Inbound Marketing

9. Digital Advertising

10. What Is Digital Advertising?
• aka Internet marketing
• Use of digital technologies to reach and convert leads into
customers and retain them
• When organizations leverage web technologies to deliver
promotional advertisements to consumers
• Social media
• Email
• Search engines
• Banner ads
• Mobile sites
• Web sites

11. Digital Advertising Used to Grow (Leads / Revenue)
• How do you generate leads?
• Need a really good offer (call to action)
• Need a way to digitally connect all of your digital
properties to work in tandem
• No longer about the platform
• CHALLENGE: How do you get in front of people
who don’t know you?

12. You will need to consider buying ads

13. Paid vs Un-Paid Advertising
Above the Line (ATL)
• Paid Media (TV, print,
events, sponsorships,
etc.)
• Google AdWords
• Sponsored Content
• Sponsored Social
• …
Below the Line (BTL)
• Website
• Social Media
• Blog
• SEO
• …
Amplify / Accelerate / Expand Reach

14. Consider the Reach that Paid Digital Advertising Offers

16. What is Out There?
• Social
• LinkedIn – Text Ads / Sponsored Updates / Sponsored
InMail
• Twitter – Twitter Cards
• Facebook – Sponsored Content
• Retargeting
• Contextual Advertising
• Google AdWords

17. Evaluate.

18. LinkedIn
• Sponsored Updates:
• Paid content that
appears in a
members news feed
across all devices
and in app

19. Impact of Sponsored Updates on LI?
Reach net new
customers who have no
idea who you are and
what you can offer them Sponsored
InMail
EDUCATE
SEO (Google,
for example)
Your customer
acquisition funnel:
Sponsored
Updates

20. Two Types of Sponsored Content on LI:
Sponsored Updates: Direct Sponsored Content:
• Does not appear on the
company or showcase page
• Can be personalized based
on your targeting
• Create multiple versions to
A/B test
• Appears on the company
or showcase page to your
followers
• Can be amplified to your
audiences in your paid
program

21. Most Effective Content is….
• Valuable – contains information which helps prospect
to learn something new

22. Most Effective Content is….
• Relevant – right message for the right audience

23. Most Effective Content is….
• Strong in tone & voice – aligns to your brand, invites
the prospect to learn more / take action, concise and
to the point

25. What is Retargeting?
• aka remarketing
• Form of online advertising that keeps your
brand/content in front of bounced traffic
Source: Retargeter.com

26. Why Consider Retargeting as part of your ATL
Portfolio?
• Focuses spend on prospects already familiar with
your brand
• Helps to increase conversion
• BUT: can’t drive prospects to your site
• Works best as part of larger digital strategy – in conjunction
with inbound & outbound marketing lead gen strategies

27. Contextual Advertising
• Intelligent Contextual Email

28. Contextual Advertising
• Behavioral data
• Interest areas
• Push/pull marketing

29. Google AdWords
• Don’t be scared! Try it out!

30. Recap.

31. Why Do We Need to Spend on Digital
Advertising?
• Only way to get in front of people who don’t know
your brand or what your association has to offer
• Amplifies your Below the Line activities to get to
quicker results – get leads quickly!
• Don’t go it alone

32. “Our job is to connect to
people, to interact with them
in a way that leaves them
better than we found them,
more able to get to where
they’d like to go”
Seth Godin