don graff inbound marketing workshop
DESCRIPTION
Don Graff Automotive's Inbound cross-functional Marketing services take your dealerships Internet, Business Development and new social media exposure to higher levels. Executing your dealerships plan making your brand more profitable is the Don Graff Automotive mission. Don Graff Automotive creates a customized solution drawn from careful analysis of your needs. We build a comprehensive plan for implementation, and assist in the execution.TRANSCRIPT
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Inbound Marketing Get Found Online
Don GraffPrincipal, Don Graff [email protected]
Digital Dealer 8 April 21, 2010
• Create
• Optimize
• Promote
• Convert
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Marketing is Changing
1950 - 2000 2000 - 2050
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Outbound Marketing
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Outbound Marketing is Harder
800-555-1234AnnoyingSalesperson
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The Good News…
Inbound Marketing:Get Found using Google, Social Media and Blogs
Top 5 Web Marketing Book on Amazon
InboundBook.com
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The Great News…
Source: survey of hundreds of businesses: HubSpot.com/ROI
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“Best Things” from 2009
Source: survey of hundreds of businesses: HubSpot.com/ROI
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“Worst Things” from 2009
Source: survey of hundreds of businesses: HubSpot.com/ROI
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Inbound Gives Leverage
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Budget vs. Brains
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Questions to ask yourself...
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Am I promoting my content
in social media conversations?
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Am I regularly creating new share-
worthy content?
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Am I optimizing my content for search and
social media?
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Am I converting asmany visitors into
leads and sales as I can?
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Stop thinking like amarketer or advertiser.
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Start thinking like apublisher and
socializer.
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Inbound Marketing Workshop
• Create
• Optimize
• Promote
• Convert
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Publish Everything
• Blog• Podcast• Videos• Photos• Presentations• eBooks• News Releases
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Publish Everywhere
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46% of companies who blog have gotten
revenuebecause of their blog.
Source: survey of hundreds of businesses: HubSpot.com/ROI
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Create Great Content by Blogging
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
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Blogging Attracts More Links
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
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Blogging Attracts More Visitors
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
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Most Business Blogs Post Weekly
Source: survey of hundreds of businesses: HubSpot.com/ROI
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Blogging More Often Drives Results
Source: survey of hundreds of businesses: HubSpot.com/ROI
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3 Keys to Blog Success
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Biggest Blogging Mistake
“Free” URL from Blogspot or Wordpress:• YourBusiness.blogspot.com – NO!• YourBusiness.wordpress.com – NO!
• Blog. YourBusiness.com – Yes• YourBusiness.com/Blog – Yes• YourIndustryBlog.com – Yes
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Blog Topic Ideas
• List of 5 ideas, trends or thoughts• Take a recent experience and share it• Answer questions you received recently• Comment on other blog articles• Turn a press release into a blog article
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• Create
• Optimize
• Promote
• Convert
Inbound Marketing Workshop
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Google is Judge, Jury and Executioner
HubSpot.com/cartoons
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SEO = Context and Authority
Ranking Algorithm:f(n): Context + Authority
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On-Page SEO (Context)
• Page Title
• Clean URL
• Headers & Content
• Description
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SEO Tips from Website Grader
Lessons from 2,084,563 websites
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Inbound Marketing Workshop
• Create
• Optimize
• Promote
• Convert
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Social Media is the Big Party
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Social Media = Cocktail Party
• Become a real member of the community
• Add value to the community– Ask and answer questions
• More effective than live cocktail parties– No boundaries of time or space– Other people can listen in easily
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Build Network - Keyword Search
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Search.Twitter.com
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It’s NOT About You… Ever
HubSpot.com/cartoons
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1,000’s of Tweets about report - Twitter drove 30% of traffic
Link-Worthy & Share-Worthy
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What Gets Shared?
Rarely Shared
FrequentlyShared
• Product info• Product documentation• Company background
• New market data• Educational content• Top-notch blog posts
MARKETER
SOCIALIZER
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Create an Engaging Presence
• Events• Videos• Discussions• Photos• Blog Articles
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Inbound Marketing Workshop
• Create
• Optimize
• Promote
• Convert
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Social Media is for Leads and Sales
Source: survey of hundreds of businesses: HubSpot.com/ROI
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Traffic Source Examples
• Organic search (SEO)• Pay per click search (PPC)• Online PR coverage• Directories• Advertising• Email
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Mindset of the Web Visitor
• What page did they visit first?
• What are they looking for?
• How likely are they to buy something?
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Conversion Tips
Offer +Call to Action
• Value of offer• Visual design of CTA• Text on CTA• Placement of CTA• Test & experiment
Source of Visitors
Contact Forms
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Offer – WIIFM?
• Whitepapers / eBooks• Research / Studies• Free Tools• Trials & Samples• NOT “Contact Us”• Value must be greater than the cost…
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No Call to Action
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Call to Action
• Starts with verb• Positive• Clear• Direct
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Good Homepage Call to Action
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Offers and Calls to Action Tips
• Offers need to have value• Use CTAs everywhere• Test to find the best CTA / offer–Offer, colors, text, size, place
• Make the next step obvious and easy
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Conversion Tips
Contact Forms
• Consistent with past steps
• Simple & clear• Short forms• Test & experiment
Source of Visitors
Offer +Call to Action
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