This document outlines effective inbound marketing strategies. It begins by noting that simply launching a new website is not enough and that content must be created to attract visitors. It then defines inbound marketing as using search engine optimization, social media, blogging, and other techniques to publish engaging content. The rest of the document discusses key components of inbound marketing like content, social media, conversions and SEO. It provides tips for developing content based on a company's services, industries, trends and client stories. Finally, it introduces the presenters and provides contact information.

1. EFFECTIVE INBOUND
MARKETING
STRATEGIES
Eric Majchrzak, Emily Burns Perryman, Brian
Swanson

2. It’s been a long
week, but let’s check
out
Inbound Marketing
and take a look at some
strategies…

3. Setting the Stage
You may have already spent thousands of dollars and countless hours of work
resulting in:
 Shiny New Website
 Flexible CMS Solution
 Beautifully Redesigned Logo
 All New Copy
 Site Launch
 Lots of Anticipation Has Built
and then…….

4. Results
“WHERE ARE THE LEADS?”
“WHAT HAPPENED TO OUR SEO?”
“WHY DID WE MAKE THIS INVESTMENT?”
“THIS IS JUST LIKE OUR OLD SITE”
IF THIS SOUNDS FAMILIAR, DON’T BE FRUSTRATED– YOU JUST HAVE
TO FINISH THE REST OF YOUR WORK

5. A new website doesn’t guarantee you visibility- it won’t do you any
good unless prospects, clients and referral partners see it and use it
as a resource
Create a path from the public to you
Use marketing that isn’t interruptive
Inbound marketing is key
GIVE VISITORS A REASON TO GET EXCITED
ABOUT YOUR WEBSITE and ONLINE TOOLS

6. Inbound marketing, so what is
it?
Practice of online marketing that deliberately
uses a combination of things including:
search engine optimization (SEO)
various social media channels
blogging
to publish content that people will seek-
out, find and engage with

7. Inbound vs. Outbound
Outbound….
Interruptive
Hard to track ROI
Increased Blocking
Techniques
High Cost/Low Yield
Inbound…
Discovery
Conversational
All Platforms are FREE
Authentic, reinforcing brand attributes

8. Inbound vs. Outbound
INBOUND
MARKETING
Marketing focused
on getting found
by customers.
OUTBOUND
MARKEITNG
Marketing focused
on finding
customers..

9. 5 Components to
inbound marketing
Effective
Inbound
Marketing
Content
Measureme
nt
Social
Media
Conversion
s
SEO

10. SEO Update
 Content Quality
 Content Marketing
 Author Rank
 Social Signals
 Localization
 Media Integration
 Penguin 2.0 Changes – Black Hat, Advertorials

11. SEO Update
I am an
Eric
I am a
Brian

12. Where You Can Begin
Your Firm’s Brand Attributes/Corporate Culture
Are they true online?
Responsive
Trust
Community
Value
Progressive
Relationships
How do you
translate these
attributes to the
online space?

13. Overall Digital Brand- encompasses all inbound components
Effective
Inbound
Marketing
Content
Measureme
nt
Social
Media
Conversion
s
SEO

14. Strategy: Use Value Offers and Experiences
Make the intangible, tangible:
• Legislative Overviews
• Issue Whitepapers
• Industry Surveys
• Checklists
• Case Studies
• Books
• Webcasts
• Free Consultations
• Diagnostic tools
• Q&A
• “Test Drives”

15. Strategy: Align Digital Strategy with Buying Cycle
Buying Cycle
Messaging/Content
Mass
Awareness
Landing Pages Drip Marketing
“Sales-ready”
One-on-one
Conversion
Tactics

16. Buying Cycle impacts sales approach needed
I’m just
checking
out your
website
SCREENING
(Awareness)
EVALUATION
(Interest)
CONSIDERATION
(Desire)
PROCUREMENT
(Action)
Please call me. We
need to do a Cost
Segregation Study

17. Important Considerations
 Customers expect different interactions with you
depending on where they are in the buying cycle
 Specific events trigger them into a buying mode
 Adapt your approach for each phase of the buying
cycle
 Create appropriate paths for them to follow to answer
their questions, and move them forward in the cycle

18.  Qualifying activities
 Governance Changes
 Process Changes
 Technology Changes
 Operational Changes
 Legislation, Compliance and
Regulatory Matters
 Changes at CEO/CFO
 Board, Audit Committee Changes
 M&A/Spin-offs
 Restructuring
 Restatements
 IT security problems
 Fraud
 Patents
 Construction
 Doing business Globally
 Expansion
 Outsourcing/CoSourcing
 Bankruptcy
 IRS Audit
“Triggers”
and what services they relate to

19. Strategy: Building a Foundation
CONTENT IS KEY
 You should always be creating more, but what to create?
 What types of content your firm has or is creating to attract prospects?
CONTENT DEVELOPMENT IDEAS
 Something your audience wants to read
 How To’s
 “The Secret to _______” blog topic
 Timely & Relevant Topics for industry, listen to the news, your
marketplace, industries
 Something to watch – Video Blogs & Tutorials

20. Develop a CONTENT plan
Don’t reinvent the
wheel.
You can purchase
content and customize
it to fit your needs –
this can take as little
as 5-10 minutes to
review and post vs. 1-
3 hours for individual
development.
Every day have a
different person in a
different department
create something for
the web:
A relevant post for
Facebook
Sharing an article on
Linked In
Writing a blog or page
of content for the
What
service/industries do
you specialize in?
These are a basis for
good content.
Trends, hot
topics, news, legislativ
e updates that affect
your clients and their
businesses
IDENTIFY LEVERAGE VENDORS BE A TEAM
PLAYER

21. TIPS GENERATING CONTENT
Ask friends for ideas, talk
to someone other than a
co-worker, tweet for topic
ideas: ie. Ask your
followers what they most
want to know about your
field
Contact smaller blogs to
see if they would be
interested in posting on
yours, offer to post on
someone else’s blog as a
guest – this creates
inbound links and exposes
you to a new audience.
Write them about your
own clients. Pick other
companies and write
about their clients...
Check Google Trends –
find out what is relevant
right now and work it into
your blog/content
Get more out of your
archives, use your
existing content and
translate it to a new
media: ie. blog to video or
infographic.
Interview someone from
your own company, or a
prominent person in your
field and use it as a video
blog, or type it up: better
yet, do both!
USE ANOTHER MEDIA BRAINSTORM GUEST BLOG
INTERVIEW SOMEONE CASE STUDIES GOOGLE TRENDS

22. Success Stories and Challenges?

23. Connect with Your Presenters
Eric Majchrzak
Shareholder, Chief Marketing Officer
BEACHFLEISCHMAN
emajchrzak@beachfleischman.com
Emily Burns Perryman
emarketing Communications
Freed Maxick CPAs
emily.burns@freedmaxick.com
@FreedMaxickCPAs
Brian Swanson
Flashpoint Marketing
www.flashpointmarketing.biz
@BSwan775