De flesta företag har en önskan om att bli den man vänder sig till i branschen. Som journalister och media rådfrågar och som blir inbjudna att föreläsa om visionära ämnen. Men hur gör man för att bli en though leader? Räcker det med att vara välinformerad, kunnig, trovärdig och engagerad? Och hur väljer man ut vilka medarbetare som ska vara talespersoner för verksamheten?
29. ”Businesses with websites of 401-
1000 pages get 6 times more leads
than those with 51-100 pages”
HubSpot
30. ”The average content length for a web
page that ranks in the top 10 results
for any keyword on Google has at
least 2000 words”
QuickSprout
31. Inbound vs Outbound
Search spam
Paid/rented e-mail list
TV, radio and print ads
Billboards and outdoor
Passive press releases
Pop ups and pop unders
Contextual ads
Outbound sales calls
Interstitial pages
Trade show booths
Social media advertising
Forum spam comments
Banner and display ads
Paid app reviews
Video ads
SEO/PPC
Opt-in e-mail lists
Authoring books/print media
Supporting/sponsoring events
Press and public relations
Thought leadership
Community building
Influencer outreach
Blog
Public speaking
Earned social media
Word of mouth
Content marketing
Organic app store
Video content
INBOUND
MARKETING
Earning attention
organically, without
interrupting anyone
OUTBOUND
MARKETING
Interrupting someone’s
flow of activity in order
to get attention
Responsible
for 90% of
the clicks on
the web
Responsible
for less than
10% of the
clicks on the
web
Lower avg
cost to
acquire a
new
customer
Higher avg
cost to
acquire a
new
customer
Powered by
creativity,
talent and
effort
Powered by
budget and
repetition
Generates
momentum,
making
future efforts
easier
Costs
remain
generally
static with
scale
36. Så gör du!
1. Kartlägg dina personas
2. Identifiera sökfraser per
persona
3. Skapa en redaktionell plan
4. Skapa relevant, intressant
innehåll
5. Bestäm vilka som ska vara
avsändare
37. Vilka är dina experter?
”Put your best people on new
opportunities, not old problems.”
38. ”Tell me and I’ll forget it.
Show me and I’ll remember it.
Involve me and I’ll understand it.”
Confucius
Skapa engagemang