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Going Beyond Social Media to Grow Your Business (Inbound Marketing)
1. To Grow Your Business
Going beyond social media
Vanessa Penagos
linkedin.com/in/vanessamp
twitter.com/vanessamp
2.
3. Push/OUTBOUND
marketing
Pull/INBOUND
marketing
Taking the product to the customer
• TV, Radio, Print, Tradeshows,
E-mail Blasts, Telemarketing
• Pros: Good for raising awareness
• Cons: Untargeted, expensive,
little/no value to customer
Get the customer to come to you
• Search marketing, blogging,
social/communities, e-books,
webinars
• Pros: Targeted, provides value,
drives qualified leads, more cost
effective
• Cons: Long-term process,
requires continuous
improvement/changes
21. • Make pages primarily for users, not for search engines.
• Don't deceive your users.
• Avoid tricks intended to improve search engine rankings.
• Ask "Does this help my users? Would I do this if search engines
didn't exist?”
• Think about what makes your website unique, valuable, or
engaging.
• Make your website stand out from others in your field.
GOOGLE’S BASIC PRINCIPLES FOR WEBMASTERS
Source: Google
27. • Business Name
• Address
• Phone Number
• Email Address
• Business Hours
• Geo-location Information (coordinates and map)
• Reviews
• Logo
• Business Description
• Social Profile Links via sameAs property
• Site Name
SCHEMA MARKUP for local businesses
38. Google my business LISTING SEO FACTORS
• Relevance
• Distance
• Prominence
39. Google My business recommendations
• Entering in complete data
• Verifying your location(s)
• Ensuring operating hours are accurate
• Adding photos of your business (inside & out)
• Managing and responding to reviews
49. Buyer personas are a semi-fictional representation
of your ideal customer based on market research,
information you already know about your existing
customers, and even some guess work.
50. Personas: gathering information
• Talking with your sales/customer service team
• Dig into your web site’s analytics
• Survey/interview existing customers
51. Personas: ASK Questions
• What’s important to them and what’s driving the change?
• What’s impeding or speeding their need to change?
• How do they go about change?
• What do they need to know to embrace change?
• Who do they turn to for advice or information?
• What’s the value they visualize once they make a decision?
• Who do they have to sell change to in order to get it?
• What could cause the need for this change to lose priority?
52. Persona example: busy betty
DEMOGRAPHICS
• Female
• 25-45
• College educated
• Married
• Homeowner
• Stay at home mom
re-entering workforce
GOALS
• Wants to work part-
time in modeling
• Wants a safe
environment for her
kids when working
MOTIVATIONS
Betty has two young
children and is busy
being the Chief Home
Officer. She loves her
kids but misses being
able to do work as a
model.
FEARS
• Less emphasis on
values from
teachers/daycare staff
• Worried about “not
being good parents”
INFLUENCERS
• Family/friends
• Online reviews
• Parents with kids in
daycare
HOBBIES/INTERESTS
• Book club
• Horseback riding
• Business dinners with
husband’s clients
OBJECTIONS
• Amount of attention
paid to her children
• Additional cost
56. Shift from:
“We build in-ground
fiber-glass swimming pools.”
To:
“We are the best teachers in the
world on the subject of fiber-
glass swimming pools -- and we
happen to build
them, too."