marketing your business . . . developing & advertising your brand

@JASEgroup

Marketing Your BusinessDeveloping & Advertising Your Brand

Keith Parnell, JASE Groupjasegroup.com/keith-parnell

@parnellk63

@JASEgroup

JASE Inbound Marketing ModelAll Roads Lead To Me!

Website & Blog

Search Engine

Marketing

Social Media Marketing

Photo Sharing

Video Sharing

Social Bookmarkin

g Online Press Releases

Email Marketing

Outdoor Advertising

Direct Mail Advertising

@JASEgroup

Website & Blog

Search Engine

Marketing

Social Media Marketing

Photo Sharing

Video Sharing

Social Bookmarking

Online Press Releases

Email Marketing

Outdoor Advertising

Direct Mail Advertising

JASE Inbound Marketing ModelThe Prep Work

Quality Content

Inbound Links

Social Signals

Search Engine

Optimization

Smart Web Developmen

t

Strategic Landing Pages

@JASEgroup

Website & Blog

Search Engine

Marketing

Social Media

Marketing

Photo Sharing

Video Sharing

Social Bookmarking Online

Press Releases

Email Marketing

Outdoor Advertising

Direct Mail Advertising

JASE Inbound Marketing ModelWhat Works? What Doesn’t?

Quality Content Inbound Links Social Signals Search Engine

OptimizationSmart Web

DevelopmentStrategic

Landing Pages

Brand Monitoring

Analytics Research

ROI Calculations

Reengagement Planning

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JASE Inbound Marketing ProcessLead Generation

Ad Campaign

@JASEgroup

JASE Inbound Marketing ProcessLead Generation

Ad Campaign

Landing Page URL

@JASEgroup

Landing Page

JASE Inbound Marketing ProcessLead Generation

Ad Campaign

@JASEgroup

Landing Page

JASE Inbound Marketing ProcessLead Generation

Ad Campaign

Lead Generation Webform

@JASEgroup

Landing Page

JASE Inbound Marketing ProcessLead Generation

Ad Campaign

Lead Generation Webform

Marketing Conversion Rate500 pageviews / 50 webform leads =

10%

@JASEgroup

Landing Page

JASE Inbound Marketing ProcessLead Generation

Ad Campaign

Sales Team

@JASEgroup

Landing Page

JASE Inbound Marketing ProcessLead Generation

Ad Campaign

Sales Team

Sales Conversion Rate

50 leads / 5 sales = 10%

@JASEgroup

Landing Page

JASE Inbound Marketing ProcessBudget Considerations

Ad Campaign

Sales Team

@JASEgroup

Landing Page

JASE Inbound Marketing ProcessBudget Considerations

Ad Campaign

Sales Team

Creative Director Marketing Director Sales Manager

@JASEgroup

Landing Page

JASE Inbound Marketing ProcessBudget Considerations

Ad Campaign

Sales Team

Creative Director Marketing Director Sales Manager

Marketing Conversion Rate Sales Conversion Rate

@JASEgroup

Landing Page

JASE Inbound Marketing ProcessBudget Considerations

Ad Campaign

Sales Team

Creative Director Marketing Director Sales Manager

Vice President of Sales & Advertising

Marketing Conversion Rate Sales Conversion Rate

@JASEgroup

Landing Page

JASE Inbound Marketing ProcessBudget Considerations

Ad Campaign

Sales Team

Creative Director Marketing Director Sales Manager

Vice President of Sales & Advertising

Marketing Conversion Rate Sales Conversion Rate

Overall Ad Spending Per Closed Sales

@JASEgroup

JASE Inbound Marketing ProcessLead Generation Sources

Content Marketing

Social Signals

Search Engine Optimization

Pay-per-click

Email Marketing

Social Bookmarking

Landing Page

Sales Team

Marketing Director Sales Manager

Vice President of Sales & Advertising

Marketing Conversion Rate Sales Conversion Rate

Overall Ad Spending Per Closed Sales

@JASEgroup

JASE Inbound Marketing ProcessLead Generation Sources

Telemarketing

Television Commercials

Radio Spots

Trade Shows

Print Advertising

Outdoor Boards

Landing Page

Sales Team

Marketing Director Sales Manager

Vice President of Sales & Advertising

Marketing Conversion Rate Sales Conversion Rate

Overall Ad Spending Per Closed Sales

@JASEgroup

JASE Inbound Marketing ProcessWhat Works? What Doesn’t?

Vice President of Sales & Advertising

Brand Monitoring

Analytics Research

• Dollars per new lead• Dollars per new sale

ROI Calculations

• We can now apply measurable results to reengagement planning decisions.

Reengagement Planning

@JASEgroup

Content Marketingo Blog articles, White Papers, Press Releases, eBooks,

Webinars, Videos, Podcasts.

Inbound Linkso Business Partner websites, Referral websites, Social

Bookmarking websites.

Social Signalso Google+, Twitter, Facebook, Pinterest (? possibly + what’s

next).

Search Engine Optimization

Inbound Marketing is Today’s SEO

@JASEgroup

Google AdWordso Search Partners: Google.com, AOL.como Display Network: YouTube, MySpace

Bing Adso Bing.com, Yahoo.com, Flickr

Facebook

LinkedIn

Twitter

Paid Search is Today’s Paid Search

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DemographicsoSex, Race, Age, Income, etc.

SocialgraphicsoUnderstand your customers’ social behaviors.oWhere are your customers online?oWho do your customers trust online?oWho trusts your customers online?oDon’t focus on the tools / technology.

Demographics vs Socialgraphics

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Focus on Your StrategiesNot the Tools &

Technologies

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Tying in Outbound Marketing

Telemarketing

Television Commercials

Radio Spots

Trade Shows

Print Advertising

Outdoor Boards

@JASEgroup

Tying in Outbound Marketing

Telemarketing

Television Commercials

Radio Spots

Trade Shows

Print Advertising

Outdoor Boards

@JASEgroup

Creative Director Art Directors Copywriters Web Developers Tech Engineers Marketing Team Sales Team Accounting Team

A Day in the Life of JASE

@JASEgroup

Marketing Your BusinessDeveloping & Advertising Your Brand

Slides & Video are available atJASEUniversity.com

Questions?

To learn more about the ever-changing world ofInbound Marketing, visit JASEGroup.com/blog

@JASEgroup

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@JASEgroup

The lifeblood of a successful business today is Inbound Marketing. A solid inbound marketing plan that ranges from attractive, creative advertising campaigns into further information on strategic landing pages into lead generation into sales conversions and finally into measurement and accountability, is the basis of success in today's business world. Without this process, your advertising and marketing investments are floundering in the wind.

This session, Marketing Your Business . . . Developing & Advertising Your Brand, presented to local business owners on behalf of the Chesapeake (VA) Economic Development Department, explores the details of executing and measuring the results of a successful Inbound Marketing strategy. The discussion points out the ultimate importance of Content Marketing, how Inbound Links verify trust, the growing significance of Social Signals, and SEO's role as the search engines view it today. Also discussed are various Inbound Marketing methods JASE has planned and implemented successfully for several clients in multiple verticals.

Marketing Your BusinessDeveloping & Advertising Your Brand