marketing your business . . . developing & advertising your brand
DESCRIPTION
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.TRANSCRIPT
@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
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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
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JASE Inbound Marketing ProcessLead Generation
Ad Campaign
Landing Page URL
@JASEgroup
Landing Page
JASE Inbound Marketing ProcessLead Generation
Ad Campaign
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Landing Page
JASE Inbound Marketing ProcessLead Generation
Ad Campaign
Lead Generation Webform
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Landing Page
JASE Inbound Marketing ProcessLead Generation
Ad Campaign
Lead Generation Webform
Marketing Conversion Rate500 pageviews / 50 webform leads =
10%
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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
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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
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Google AdWordso Search Partners: Google.com, AOL.como Display Network: YouTube, MySpace
Bing Adso Bing.com, Yahoo.com, Flickr
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
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