Inbound Marketing Techniques for Lead
GenerationKeith Parnell
jasedigitalmedia.com@parnellk63 - @JASEgroup
#DMS2010
Inbound marketing focuses on creating powerful content that will lead potential customers to your brand, product or service line through online methods like searching, referrals, and links from other web entities such as blogs, video and social communities.*
* Source: jasedigitalmedia.com/inbound-marketing
What is Inbound Marketing?
#DMS2010
B-O-R-I-N-G !!!
#DMS2010
Telemarketing TV commercials Radio commercials Email blasts Trade shows Print Ads Direct mail
Remember Outbound Marketing?
#DMS2010
New Inbound Marketing
#DMS2010
Cont
ent –
Con
tent
- Co
nten
tInbound Links
diagram courtesy pr2020
Inbound Marketing vs Outbound Marketing
#DMS2010
diagrams courtesy hubspot
BUT WHY?
#DMS2010
Search engine marketing. Strategic content. Smart web development. Online call-to-actions. Social media marketing. Audio marketing. Video marketing. Photo sharing. Social bookmarking. Strategic landing pages. Email marketing. Brand monitoring. Analytics.
Inbound Marketing Techniques
#DMS2010
Do your keyword research! Search engine optimize. Everything! Pay per click advertising. Strategic URL purchases. Google Webmaster Tools. Yahoo! Site Explorer. Bing Webmaster Center. Feedburner for RSS feeds. Twitterfeed. Keyword-rich topical landing pages. Monitoring & Analytics.
Search Engine Marketing
#DMS2010
Website, blog, social communities, etc. Short Tail keyword research. Keyword-focused copy:
◦ Headlines.◦ Body content.◦ Internal linking.◦ External linking.
Optimized information architecture:◦ Navigational items.◦ Internal link structure determines content topics.◦ Keyword focused.
Strategic Content
#DMS2010
Unique pages title tags. Unique pages keywords tags. Unique pages description tags. XML sitemaps. HTML sitemap. Image alt tags. Hyperlink title tags. Permalinks. Symantec code.
Smart Web Development
#DMS2010
Lead generation webforms. Downloadable eBooks. Webinars. Give-aways. Free trials. On every page. Make them BIG. Follow-up!
Online Call-To-Actions
#DMS2010
Note how far down the list? Twitter. Facebook Fan Page. LinkedIn. Foursquare. Social Oomph. FriendFeed. MySpace? Be smart with keyword content. ALWAYS link back to your website!
Social Media Marketing
#DMS2010
Your Blog! The Internet Archive. YouTube. Vimeo. Viddler. Blip.tv. Qik. Ustream.tv. Flickr. Facebook. Twitter: TweetPhoto, TwitPic. Don’t forget SEO (hint: your keywords!).
Audio / Video / Photo Marketing
#DMS2010
Setup plugins on your blog:◦ ShareThis.◦ TweetThis.◦ TweetMeme.◦ BackType Connect.◦ Sociable.
Digg. Delicious. StumbleUpon. Don’t forget SEO (hint: your keywords!).
Social Bookmarking
#DMS2010
Strategic Landing Pages
#DMS2010
Have a purpose.◦ Not necessarily sales.◦ Be a giver of information.
Have an attentive audience. Allow opt-outs. Utilize your landing pages. Drive traffic to your blog. Tools:
◦ MailChimp.◦ Constant Contact.
Email Marketing
#DMS2010
Google Alerts. Yahoo! Pipes. Technorati. Backtype. Twitter Search. Social Mention.
Brand Monitoring
#DMS2010
Google Analytics. Check with your hosting provider on other tools. Monitor:
◦ Overall page hits.◦ Referral websites.◦ Visitor time on site.◦ Top landing pages.◦ Top exit pages.◦ Top keyword searches.◦ Visitor information.◦ Conversion rates!!
Analytics
#DMS2010
Search engine marketing. Strategic content. Smart web development. Online call-to-actions. Social media marketing. Audio marketing. Video marketing. Photo sharing. Social bookmarking. Strategic landing pages. Email marketing. Brand monitoring. Analytics.
Inbound Marketing Techniques
#DMS2010
Proof is in the Pudding!
#DMS2010
“A couple of years ago our company, JASE Digital Media, decided that we were going to commit wholeheartedly to inbound marketing. The marketing and advertising strategies we had previously used for our company just were not working as effectively as we hoped.
Our process began as a test project around our blog material and extended out to a few of the social communities we were actively involved in. We began creating a massive amount of content, then instigated, created and encouraged as many links back to this content as possible.
Guess what? It worked. And it still works. Every day.”
Keith Parnell, CEO, JASE Digital Mediajasedigitalmedia.com@parnellk63 - @JASEgroup
#DMS2010
This slide intentionally left blank.
#DMS2010
