inbound marketing - real green marketing... · inbound marketing david vs. goliath there is more to...
TRANSCRIPT
Inbound MarketingDonnie R. Shelton
Overview
1. Inbound Marketing
2. Converting Prospects
3. Getting Found By Prospects
4. Making Better Decisions
5. Moving forward
Inbound Marketing
Part 1: What exactly is Inbound Marketing?
Inbound Marketing
What do you see as the main points of the video?
Inbound Marketing
What do you see as the main points of the video?
1. Customers now have options 2. Customers are *very* opinionated 3. Customers want more than the one-hit, they expect
a relationship4. The conversation…. never stops… it happens
online
Inbound Marketing
David vs. GoliathWho knows the story and can give a 2 min version of it?
Inbound Marketing
David vs. Goliath
● There is more to the story● David was a slinger, Goliath was a ground fighter● David would have surely lost had he fought Goliath● David beat Goliath in a completely different way
What does this have to do with marketing?
Inbound Marketing
David vs. Goliath● You cannot compete with national
brands (on their turf)○ Radio / TV○ Sponsorships
● You have a tool that is just as deadly as David’s slinger at your disposal - The internet
Inbound Marketing
Need proof?
● I am not a political junkie ● In the primaries he was not known and
did not have the capital to compete with Hillary
● What did his team do? ○ Inbound - They resorted to a slinger
Inbound Marketing
Mass marketing has its limitations
● The Hopper● iTunes and the iPod, Podcasts● DVRs, Tivo● Spam filters● One-way communication is quickly
becoming obsolete
Inbound Marketing
Who moved my customers?
● Customers are still there● Are very good at blocking mass
marketing● Conversation has moved from the
mailbox to the review sites
Inbound Marketing
What exactly is Inbound Marketing?
Inbound Marketing
What is Inbound Marketing?
Def: Inbound Marketing is the process of attracting customers to your brand….. not beating them over the head to purchase your service
Prospect Conversion
What is wrong with this picture?
Prospect Conversion
What is the problem here?
Prospect Conversion
Over optimization can hurt you
1. Google is in the business of search 2. New algorithm Hummingbird actually docks
you for over-optimization 3. The days of keyword stuffing and linking are
over (those guys are smarter than that)
Prospect Conversion
What is the problem here?
Prospect Conversion
No thought of the customer1. Your Mom is impressed but what about the
customer?2. It is time to check your ego at the door (we
all know that you are the best)3. Your customer’s attention can be measured
in milliseconds, not minutes
Prospect Conversion
You laugh about the picture, but…
These are the most common mistakesa. Overly optimized websiteb. No thought of the customer on the
website
Prospect Conversion
How to create a high-conversion site
Prospect Conversion
Step 1:
Identify a target customer and learn everything that you possibly can about him or her● Pick a market and go with it● Know more about them then that know about
themselves ● Industry research is a boon for this step in
the process
Prospect Conversion
Step 1: (Cont)
● Design your site to speak directly to him or her
● Don’t try to sell to everyone, it will not work and will result in an unfocused site
● Use pictures that are like that customer (like/like associations)
Prospect Conversion
Step 1: (Cont)● Design your site to speak directly to him or
her● Don’t try to sell to everyone, it will not work
and will result in an unfocused site● Use pictures that are like that customer
(like/like associations)
Prospect Conversion
Step 2:Identify why that customer would want to come to your site and what he or she wants to do once there● They don’t want to hear how good you are● The best place to start is an user-intent
document ● Defines exactly what someone wants
Prospect Conversion
Prospect Conversion
Step 3:Create sales funnels that drive your customers to the desired action you want them to accomplish● Think through what specific action you want
the customer to take● Make it natural to follow that path
Prospect Conversion
Prospect Conversion
Step 4:Account for how your prospects will view your company (website, facebook, etc…) ● Avg person checks mobile device 150 times
PER DAY● Mobile have finally overtaken computers in
search
Prospect Conversion
Step 4:
Account for how your prospects will view your company (website, facebook, etc…) ● Avg person checks mobile device 150 times
PER DAY● Mobile have finally overtaken computers in
search
Prospect Conversion
Step 4: (Cont)
● Develop a responsive site (that adjusts based on device size)
● Easy to use navigation● Quick to call / contact you
Prospect Conversion
Prospect Conversion
Step 5:Look at behavior, rinse and repeat● Marketing is about learning● The more you learn the more you will be
able to dial your strategy in● You can setup goals for each step of your
marketing funnels (and improve them)
Getting Found
Part 2: Getting found by prospects
Getting Found
How much does it cost you to be on the 2nd page of Google?
Getting Found
How much does it cost you to be on the 2nd page of Google?Slingshot Traffic Study: ● #1 position - 18.2% of clicks ● #2 position - 10.1% of clicks ● #3 position - 7.2% of clicks ● All other < 2% ● 53.32% never leave the 1st page
Getting Found
How much does it cost you to be on the 2nd page of Google?Example:● 4000 potential customers● Avg rev per customer is $500● If you get the click, you close the sale
Getting Found
How much does it cost you to be on the 2nd page of Google?That means of the 4000 customers: ● 728 will click the #1 position● 404 will click the #2 position ● 288 will click the #3 position**Of the 4000, 980 will go to the top 3 slots
Getting Found
What does that mean in dollars?Companies in the top 3 listings: ● Earn $490,000 MORE than their
competitors
Companies that appear on the 1st page: ● Earn $1,046,400 MORE than their
competitors
Getting Found
How do you get found by customers?
Getting Found
How do you create a site that is a marketing machine?
Getting Found
What is this (no matter how pretty it is)?
Getting Found
Step 1: Create a REASON for customers to what to find you in the first place● Stand out in your marketplace as the leader ● Bring something unique and very niche● Focus is paramount as part of this process
Getting Found
Create a REASON for customers to what to find you in the first placeHow did we do this at Triangle Pest? ● Same day service ● Money back guarantee ● No cancellations fees
Getting Found
Do you think it is important to know how something works before trying it?
Getting Found
Step 2: Understand how the basic Google algorithm really works● Google is in the search business ● Rank is determined by 2 factors
○ Relevance ○ Authority
Getting Found
Step 2: (Cont)● You may not use this information directly ● Very helpful to know when evaluating SEO
strategies and content
Getting Found
Getting Found
Step 3: Understand how paid vs. organic results work● Paid search is Google’s #1 revenue
generator● Paid search is good for only one click● Organic results pay you dividends over a
lifetime (and they are free!!)
Getting Found
Who can finish this business axiom
In business, ________ is king!!
Getting Found
Who can finish this inbound axiom
In inbound marketing, ________ is king!!
Getting Found
Step 4: Get serious about content (Google is)● Your goal is to be viewed as the local expert● Content should be rolling out of your
company at least weekly ● Don’t hire someone outside of the industry
that does not understand your business ● DO NOT COPY CONTENT…. EVER!!
Getting Found
Step 4: (Cont)
Start a blog and start attracting links● This is very simple to do● You can repurpose your content to attract more links ● Don’t worry about giving away information. You want
the link to be on the page. Most people will call you (once they believe you)
Getting Found
Which company would you buy from?
Getting Found
Step 5: Build a system that boosts your local search performance● Reviews & Mobile play a huge role in your
rankings ● NAP information must be consistent across
multiple mediums ● Do not use call tracking numbers on local
Getting Found
Step 5: (Cont)Build a system that boosts your local search performance● Get addresses in your local markets ● GPS personalizes results● The 340k Raleigh Branch decision
Getting Found
Step 6:
SEO your current website (this is the easy part)Code your website properly● Robots crawl your site (not a human)● Proper title tags ● Proper use of H1 and H2 tags ● Proper annotations and snippets
Getting Found
Step 7:
Make Social Media a priority ● Social media is a dog● It does not generate many calls ● Google now uses social media as a ranking
factor
Getting Found
Step 8: Place 75% of your focus OFF of your website● Your goal is to create a network of sites that
point back to yours ● Remember “Authority”
Marketing DecisionsImagine driving down a dark country road at night
Now imagine, turning off the lights
How would you feel? Would you be comfortable?
Getting Found
Make use of tracking tools to measure your successWhat gets measured gets done…
Getting Found
Google Analytics
● The price is right (it’s free) ● You can get just about any stat you can think
of from the tool● You can setup goals to measure how well
you are doing
Getting Found
Hubspot’s Marketing Grader
● Grades your site based on a number of factors (social, inbound links, etc…)
● Shows you how you are doing as compared to your competition
How RGA Can HelpOne of my favorite quotes: “Opportunity is missed by most people because it is dressed in overalls and looks like work.” --Thomas Edison
How RGA can help
How do you measure how efficient and effective your marketing is?
How RGA can help
How do you measure how efficient and effective your marketing is?
● Lead Volume - How many leads? ● Cost Per Lead - How much did it cost? ● Cost Per Sale - Can I convert them?
How RGA can help
Inbound Marketing Works
How RGA can help
Inbound Marketing Works
How RGA can help
Inbound Marketing Works
How RGA can help
Inbound Marketing Works
How RGA can help
Real Green Analytics● We focus exclusively on Lawn Care and
Pest Control● Founders have successfully operated in
the marketing space● We know the trenches for the industry
(what works and what does not)
How RGA can help
LeadBuilder™ Program ● Inbound Marketing Program ● Local Marketing ● Social Media ● Blogging / Content Marketing ● Customer Focus Websites● Multiple levels based on your needs
How RGA can help
How you can get a FREE website analysis● Leave your business card with us ● Place the letter “A” on the back● A member of our staff will contact you to
review the results of our analysis● No strings attached
Donnie SheltonEmail : [email protected]
Phone: (919) 481-2895
Website: www.coalmarch.com/rga
Blog: http://www.coalmarch.com/blog/coal-bucket
LinkedIn: http://lnkd.in/UNePrS
Twitter: @donnieray3
Facebook: https://www.facebook.com/donnie.r.shelton