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Inbound Marketing for B2B
The document outlines the strategies and importance of inbound marketing, emphasizing its use of blogs, social media, SEO, and email marketing to attract and engage customers. Case studies demonstrate successful applications, such as the Cleveland Clinic and Miami Valley Academies, which utilized these techniques to enhance communication and drive traffic. The conclusion highlights the necessity of an integrated communication strategy that combines paid, owned, and earned media for effective inbound marketing.
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Inbound Marketing for B2B
- 1. Inbound Marketing DrivingTraffic + Results
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- 4. WHAT IS INBOUNDMARKETING? WHAT TYPES OF MEDIA ARE USED? WHAT IS THE GOAL OF INBOUND MARKETING? DRIVING TRAFFIC. INBOUND MARKETING INVOLVES PROMOTING A COMPANY THROUGH BLOGS, PODCASTS, E-NEWSLETTERS, WHITEPAPERS, SEO, SOCIAL MEDIA MARKETING AND OTHER FORMS OF CONTENT MARKETING TO ATTRACT CUSTOMERS.
- 5. LINKEDIN TWITTER FACEBOOK GOOGLE + YOUTUBE VIMEO KEYWORDS TITLE TAGS LOCAL LISTINGS BACKLINKS SOCIAL MEDIA GOOGLE ADWORDS
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- 7. WHY DOES ACOMPANY NEED A BLOG? HOW TO CONVERT TRAFFIC? IS IT SHARABLE? BLOG = BUSINESS LOG. BEYOND PROVIDING A PLATFORM FOR THOUGHT LEADERSHIP, BLOGS ACT AS AN AVENUE TO TAKE OWNED MEDIA AND CONVERT INTO EARNED MEDIA. THEY ARE INCREDIBLY SHARABLE THROUGH SOCIAL MEDIA AND EMAILED TO COLLEAGUES, INFLUENCERS, AND DECISION MAKERS.
- 8. CASE STUDY EXAMPLE CLEVELAND CLINIC BLOG GROWING THE BRAND. THE CLEVELAND CLINIC GREW THEIR MONTHLY VISITORS FROM 250,000 TO 3 MILLION PER MONTH BY PROVIDING MEANINGFUL, USEFUL, AND RELEVANT CONTENT. Learn More: http://groovedigitalmarketing.com/amanda-todorovich-interview/
- 9. PEOPLE FLOCK TOBRANDS THAT HELP THEM SOLVE PROBLEMS AND CONTENT THAT HELPS YOU DO THAT IN A MEANINGFUL WAY.” “ +AMANDA TODOROVICH MARKETING MANAGER OF DIGITAL ENGAGEMENT, CLEVELAND CLINIC
- 10. CASE STUDY EXAMPLE MIAMI VALLEY ACADEMIES BLOG KEEPING PARENTS INFORMED. MIAMI VALLEY ACADEMIES NEEDED HELP STAYING IN TOUCH WITH STUDENT’S PARENTS. THE BLOG PROVIDES PARENTS WITH INFORMATION BROKEN UP INTO K-3, 4-8, AND 9-12 CATEGORIES. ENSURING THE RIGHT INFORMATION REACHES THE RIGHT STAKEHOLDER.
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- 13. WHY USE EMAILMARKETING? WHY NOT JUST SOCIAL MEDIA? HOW DOES THIS PROMOTE BLOGS? MEET YOUR DEMOGRAPHICS WHERE THEY ARE. WITH MULTIPLE GENERATIONS IN THE WORKPLACE IT IS IMPORTANT TO REACH EACH ON THEIR PREFERRED MEDIA PLATFORM. UTILIZING A COMBINATION OF EMAIL, SOCIAL, AND SOCIAL BOOKMARKING ENSURE THE YOUR BLOGS REACH THE RIGHT AUDIENCE.
- 14. CASE STUDY EXAMPLE MIAMI VALLEY ACADEMIES EMAIL BLOGS TO THE MASSES. MIAMI VALLEY ACADEMIES ONLINE BLOG IS PUBLISHED TO SOCIAL MEDIA PLATFORMS AS WELL AS THROUGH EMAIL TO ENSURE PARENTS ARE KEPT UP TO DATE WITH DAY TO DAY OPERATIONS.
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- 16. WHAT IS SEO? HOW DOES IT HELP? WHAT IS INVOLVED? ORGANIC TRAFFIC. SEARCH ENGINE OPTIMIZATION (SEO) STARTS WITH A WEBSITE AND A STRATEGY, BUT IS ALL ABOUT EXECUTION. SEO HELPS TO ENSURE WHEN PEOPLE ARE SEARCHING FOR GOODS/SERVICES THAT YOU ARE FOUND. ONSITE KEYWORDS + LINKS ARE JUST THE BEGINNING TO BEING FOUND.
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- 18. WHAT IS GATEDCONTENT? WHAT GETS PUT BEHIND THE FENCE? HOW DO WE MANAGING PROSPECTS? TRADING IDENTITY FOR INTELLIGENCE. GATED CONTENT IS ACT OF REQUIRING AN EMAIL OR OTHER INFORMATION FOR ACCESS TO INFORMATION SUCH AS CASE STUDIES OR WHITE PAPERS. THESE PROSPECTS CAN THEN BE ENTERED INTO EMAIL MARKETING CAMPAIGNS AND OUTREACH VIA LINKEDIN.
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- 20. WHY SOCIAL MEDIA? IS IT JUST ABOUT FACEBOOK? HOW DOES THIS DRIVE TRAFFIC? BEYOND FACEBOOK. LINKEDIN IS A DIRECT METHOD FOR CONNECTING WITH DECISION MAKERS. GROUPS PROVIDE A GREAT METHOD FOR DISSEMINATING CONTENT AND ESTABLISHING YOUR ORGANIZATION AS A THOUGHT LEADER. CONNECTING TO COLLEAGUES OPENS OPPORTUNITIES FOR CONVERSATIONS.
- 21. CASE STUDY EXAMPLE ADVANCED DATA SYSTEMS SOCIAL MEDIA + BLOGGING DRIVING SALES. ADS, A MEDICAL SOFTWARE COMPANY, PARTNERED WITH AN INBOUND MARKETING AGENCY TO MANAGE BLOGS AND SOCIAL, CREATING A 40% INCREASE IN ORGANIC TRAFFIC, DOUBLED SALES AND INCREASE REVENUE BY OVER $1M DOLLARS. Learn More: http://www.impactbnd.com/case-studies/ads
- 22. OUR VARIOUS MARKETING PROGRAMS HAS LED TO A SUBSTANTIAL INCREASE IN SALES, AS WELL AS POSITIONING US AS A THOUGHT LEADER IN OUR INDUSTRY.’ “ +STEPHEN O’CONNOR DIGITAL MARKETING MANAGER, ADS
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- 24. WHY VIDEO? WHATARE THE BENEFITS? HOW DOES VIDEO AFFECT SEARCH? A MILLION WORDS. IF A PICTURE IS WORTH 1,000 WORDS, A MINUTE OF VIDEO IS WORTH 1.8 MILLION ACCORDING TO FORRESTER RESEARCH. VIDEO ALSO INCREASES EMAIL OPEN RATES AND CONVERSIONS. YOUTUBE TOWERS OVER BING AND YAHOO AS THE #2 MOST POPULAR SEARCH ENGINE IN THE US.
- 25. CASE STUDY EXAMPLE EUROSHEETS ANIMATED VIDEO STORIES THAT SELL. VIDEO IS THE MOST COMPELLING WAY TO TELL YOUR STORY. THROUGH VIDEO ANIMATION WE WERE ABLE TO EASILY EXPLAIN THE BENEFITS OF EUROSHEETS, A NEW PRODUCT TO THE AMERICAN MARKET THAT LOOKS TO HELP MILLIONS WITH MARITAL PROBLEMS IN THE BEDROOM.
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- 28. WHY MEDIA BUYTHROUGH GOOGLE ADWORDS? WHAT IS REMARKING? DOES IT WORK? THEY’VE BEEN HERE BEFORE. GOOGLE ADWORDS PROVIDES REMARKETING. REMARKETING SHOWS ADS ON CONTENT WEBSITES TO USERS WHO HAVE BEEN TO THE MICROSITE PRIOR. IT SERVES AS A REMINDER TO USERS TO RETURN TO THE SITE. CONVERSIONS CAN BE TRACKED THROUGH GOOGLE ANALYTICS.
- 29. WHY MEDIA BUYON LINKEDIN? WHAT IS THE VALUE OVER ORGANIC? HOW DO WE MONITOR OUR SPEND? DIRECT TO DECISION MAKERS. MEDIA BUY IS THE FASTEST METHOD POSSIBLE TO GET EXPOSURE TO DECISION MAKERS. WHILE ORGANIC REACH CAN TAKE TIME TO BUILD A BASE OF SUPPORT DIGITAL ALLOWS US TO ADVERTISE TO PREDEFINED LISTS ON LINKEDIN WITH METRICS TO BACK.
- 31. CASE STUDY EXAMPLE SEERhealth INBOUND MARKETING STRENGTHEN LEAD QUALIFICATION. SEERhealth WORKS WITH HEALTHCARE DELIVERY SYSTEMS TO REENGINEER THEIR QUALITY ASSURANCE OPERATIONS. THROUGH INBOUND MARKETING THEY WERE ABLE TO EXCEED THEIR LEEDS GOALS BY 4X. Learn More: http://www.hubspot.com/customers/seerhealth
- 32. IF YOU HAVEMORE MONEY THAN BRAINS, YOU SHOULD FOCUS ON OUTBOUND MARKETING. IF YOU HAVE MORE BRAINS THAN MONEY, FOCUS ON INBOUND MARKETING.” “ +GUY KAWASAKI
- 33. LINKEDIN TWITTER FACEBOOK GOOGLE + YOUTUBE VIMEO KEYWORDS TITLE TAGS LOCAL LISTINGS BACKLINKS SOCIAL MEDIA GOOGLE ADWORDS
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- 35. Our goal isto create an integrated communication strategy that combines paid, owned and earned media that will deliver tangible results through inbound marketing principals for you organization. STRATEGY BEFORE DESIGN.
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