transform your drupal site into an inbound marketing machine
DESCRIPTION
Are traffic, engagement, and conversion vital to your website's success? Then this is the meetup you don't want to miss! Websites aren't a Field of Dreams. Visitors won't just come if you build it. Once your site has launched, a whole new journey begins – building, engaging, and delighting your audience. There are as many ways to market a website as there are Drupal modules; search engine optimization (SEO), social media, paid search (PPC), email marketing, content marketing, and much more. But fear not! Just as there is a standard set of modules you should use on every Drupal site, there is a standard mix of marketing techniques you should use as well. In this presentation we will walk through the tools and tactics essential for making your website an inbound marketing machine. We will cover how to: • build content that attracts visitors • optimize your content for search engines (SEO) • leverage social media to keep your audience engaged • convert visitors into leads (or registrations and purchases) • nurture leads into sales (marketing automation) • keep your audience engaged and coming back for more • use analytics to properly measure ROI and improve resultsTRANSCRIPT
Transform your Drupal siteinto an
inbound marketing machine
flickr.com/photos/zigazou76/3622235298
marketing progression
traditional advertising
• Ads have become noise• Media dilution• Ad circumvention• People don’t trust
corporate communications
typical website
contact us form
sales leads
brochure content
traditional advertising
flickr.com/photos/mindus/7667601466
fish were the fish are
1 2012 Google Official History, Comscore2 DMR Sept 2013 report
5.1B searches/day1
Search
1.15B users2 500MM users2
343MM users2 238MM users2
Social
organic search
social media
paid search
$
flickr.com/photos/patersor/3036321072/1
content is kingremarkable
& engagementis queen
flickr.com/photos/38659937@N06/5752344624/http://www.flickr.com/photos/wwworks/864731205
interrupt and repeat delight and engage
push marketing pull marketing
Inbound process
attract
convert
improve
delightusers
delightstakeholders
do it better
attract
attract: create
attract
convert
improve
Process• Content planning• Create & Optimize• Promote
Tech• Content
management• Blog• Multimedia
• SEO• Social media
process
Planning• Results• Audience• Topics
Create• Authorin
g• Optimizin
g• Publishin
g
Promote• SEO• Social
media
Planning: results
increase bike sales
become a recognized
leader in the local biking community
Show the pictorial history of results bikes
The site should be intuitive and easy to
navigate
The site should have a clean
and professional
look
Be more viral
To increase traffic to the
site
Increase bike rentals by
100%
Reduce routine customer call inquires by
50%
Sell more bike repair services
Sell more bikes online
Double our mailing list
Staff should be able to add
and edit content
Expand our digital footprint
Get 500 “Likes” on Facebook
Visitors should be able to find what they want in no more than
3 clicks
Planning: audience
renter
Planning: topics
Audience driven• Conjecture• Ask• Monitor
• Customer touch points• Social media• Search
Author/staff driven• Passions• Recent projects
Organization driven• News and events• Success stories
Create: remarkable content
Blend the art of story telling (literature) with the science of reporting (journalism)
Be human
Share or solve; don’t shill
Delight and surprise
Optimize
searchengines
attract: tools
high impact lookstyle guide integrationmulti-mediaresponsive (mobile)fast load time
first impression
taxonomyquality searchrecommendationssocial commentingsocial sharingsubscribing
engagement
attraction content
attract
convert
improve
optimize & promote
attract
convert
improve
attraction content (blog)
seo
social media
subscribe
keyword researchon page optimizationauthority link intelligence
social sharingsocial followsocial publishing
feedsfeed by emailnewsletter
Demo:Anatomy of a blog
flickr.com/photos/zigazou76/3622235298
user
author
organization
content workflow
topics
topic driven
contentoptimizatio
n
keywordresearch
contentoptimizatio
n
contentauthoring
contentauthoring
keywords
competition
popularity
relevance
keyword driven
promotion
keywordresearch
seo architecture easy button
SEO
Ess
enti
als • Meta tags• Pathauto• Global redirect• Redirect• XML Sitemap
Search optimization
SEO
Tools • Keyword Research• Alchemy• Content Optimizer• Insight• Link Intel*
Demo:SEO Tools
flickr.com/photos/zigazou76/3622235298
convert
conversion process
contact us form
thank you pages
calls to action
sales leads
marketing leads
landing page
search
social media
attract
convert
improve
attraction content
marketing automation
content
lead nuturing
searchengines
ToFu MoFu BoFu
premium content: top of the funnel
searchengines
primary
secondary
tertiary
solve their most pressing problems• what are their biggest pains day to day• what keeps them up at night
the vision
primary
secondary
tertiary
ToFu
ToFu
blogs
blogs
ToFu
blogs
ToFu
blogs
blogs
MoFu
MoFu
ToFu
BoFu
BoFu
MoFu
MoFu
BoFu
BoFu
MoFu
BoFu
conversion workflow entities
thankyou page
calls to action
landing page
attract
convert
improve
premium download
contact database
webform
content
Conversion workflow
Convers
ion m
anager
• Landing page app*• Calls to Action
Demo:Conversion workflow
flickr.com/photos/zigazou76/3622235298
improve
lead nurturing
Visit from Google
Read a post
Positive firstimpression
Sales call
Share on social
Found postHighly valuable
Give marketing permission
Enticed by premium offer
Impressed bypremium offer
Register for followup offer
Impressed byfollowup offer
willingness to engage
dep
th o
f en
gag
emen
t
Series1
Intelligence
visitors & contacts
forms & landing pages
attraction content (blog)
info pages
social sharescommentsvideo plays
page viewsconversions
calls to action
impressionsclicksconversions
trafficvalued eventsgoalssegmentation
clickstreamsegmentationscoring
marketing automation widgets & appssocial media
analytics
intel framework
trafficsources
content
conversion
audience
intelligencesources
seo
social media
keyword scoringkeyword rankingsROI tracking
network scoringclickback tracking
campaign scoringclickthrough tracking
Demo:LevelTen Intelligence
flickr.com/photos/zigazou76/3622235298
thank you!
Tom McCrackenLevelTen InteractiveDirector
Phone: 214.887.8586Email: [email protected]: @levelten_tomBlog: leveltendesign.com/blog/tomLinkedIn: linkedin.com/in/tommccracken