using inbound marketing to build your business

Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012

Using Inbound Marketing to Build BusinessMatt Sullivan and Jason Pinto

Grow SociallyWebinarTuesday, July 24th, 2012


Housekeeping Notes

• Recording Will Be Sent Via Email

• Submit Any Questions or Problems

• Connect with us: @JasonPinto @Matt_Sully @GrowSocially

#GSWebinar

• P.S. Thank you for joining us!


Today’s Overview

• Brief Introductions

• The Marketing Landscape

• How You Can Find Social Media Success

• Your Website: From a Static Brochure to a Sales Tool

• SEO: Getting Found to Make Sales

• Final Thoughts and Questions


Brief Introductions


Introduction: Our Companies

► Grow Socially► Online Marketing/Social Media► Plan, Manage, Execute and Measure

► interlinkONE► Enterprise Marketing Management Software► Online Ordering, Inventory Management, Fulfillment


Introductions: Who We Are

• Jason Pinto– @JasonPinto– [email protected]

• Matt Sullivan– @Matt_Sully– [email protected]


The Marketing Landscape


Marketing Used to Be “Easier”!


Online Marketing Statistics

900 Million Users on Facebook

NOTE: As of July 2012: http://www.mediabistro.com/alltwitter/social-media-users_b22556

400 Million Tweets Sent Per Day

72+ Hours of Video Uploaded every minute

170 million users

12 million users… and it’s addictive!

50 million users… and sold for $1 billion!


By the Numbers: Google

• 34,000 searches per second• 2 million per minute• 121 million per hour• 3 billion per day• 88 billion per month

Source: http://searchengineland.com


What is Inbound Marketing?

http://en.wikipedia.org/wiki/Inbound_marketing

“Inbound marketing is a marketing strategy that focuses on attracting prospective customers by offering useful information.”

http://en.wikipedia.org/wiki/Inbound_marketing

http://en.wikipedia.org/wiki/Marketing


Inbound Goal: Drive INQUIRIES!


How YOU Can FindSocial Media Success


How do you view Social Media?

• Community• Conversation• Networking• Marketing• Relationships• Customer Service• Immediate Information• Platform


Get Noticed

Integrated Multi-Channel MarketingAction - Publish - Engage - Converse - Share -

Social Media - Blogging - Analytics - Content Mgmt - SEO

Start with MKTG Plan

Product?Service?Asset?

Optimize / Social FriendlyeNewsletter Sign-Ups

White PapersOffersEmailsPollsBlogs

Landing Pages

Engage and

Nurture

Engage and

Nurture


Plan! Strategy before Tactics!

Step 1: Describe the Business, Service, Solution

Step 2: Business, Service, Solution Goal

Step 3: Where Is the Audience Cyclically?

Step 4: How Does the Audience Use Social Media?

Step 5: The One Thing

Step 6: How Will You Humanize the Brand

Step 7: Content Resource and Distribution Strategy

Step 8: How Will You Measure Success?


More than a PR service! Focus on Conversations

• Twitter– Hashtags– Retweets– Twitter Chats

• Facebook:– Questions/Polls– Invite Comments!

• LinkedIn– Groups– Discussions

• Blog


Social Reach / Viral Marketing


How to Measure Success?

• How many – Downloads– eNewsletter Sign-Ups– Blog Comments– Questions– Shared Links– Re-Tweets– Followers– Site Traffic


Next… Specific Business Building Tips

• LinkedIn• Facebook• Twitter• YouTube• Foursquare• Pinterest


LinkedIn Tip: Update your Status Daily!


LinkedIn Tip: Complete Your Profile


LinkedIn: Company Page


LinkedIn: Answers Feature


Facebook: Don’t Ignore Above the Fold!

Creating a page simply involves:

• Logo• Name• Content


Facebook: Post a Variety of Content


Facebook Advertisements Can Work!

Target Facebook Usersto Reach Your Target Audience!


Twitter: Personal and Company Profiles


Twitter: Advanced Search Feature

https://twitter.com/search-advanced


Tip: FollowerWonk.com to Find People


YouTube: Tips for Success

• Feature variety of employees, mix up the tone

• Experiment with different backdrops, scenes, etc.


Foursquare: Location-Based Marketing


Pinterest: Buzz-worthy or Goal-Achiever?

• Visually tell the story of your brand!


Don’t Forget! Align Tactics with Goals

Tactic Goal Key StepsFacebook Fan page Increase awareness of

services, generate leadsPost once a day; Custom Tab for demo registration

Twitter company page Become a thought leader, provide support

Post multiple times daily; share marketing-related news; active listening

YouTube Profile Humanize brand; create demand

Film weekly video of employee(s); create screencasts of customer successes

Pinterest Drive website traffic! Create boards to highlight portfolio work


Your Website: From a Static Brochure to a Sales Tool


Problem with Many Websites Today

• They are not updated frequently enough.

• The graphics, product & services listings, and text do not accurately reflect a brand’s mission statement.

• They are not generating leads.


Remember: The Website is Home Base!

Integrating content creation, distribution, customer engagement, and measurement of your marketing efforts

can increase campaign effectiveness.


Website Review: Online Marketing Audit


Step 1: Your Target Audience

• What benefits them?

– It’s not your equipment.

– It’s the solutions & value that your people and equipment provide

– Make changes to pictures, front-facing content, benefit listings.


Step 2: The Change Process

• What is the Process for Making Changes & Adding Content?

• Do you always need IT (in-house or outsourced) involvement?

• If so, consider making a change – CMS, different host provider.


Step 3: Lead Generation

• How many leads does your website today?

• If it’s not enough, embed more lead-generation forms!

• Add calls-to-action to all pages!


Step 4: Mobile Optimized

• Do visitors have to tap, zoom, scroll?

• Is there Flash?

• How long is loading time?

• Build a mobile website today!


SEO:Getting Found to Make Sales


What is Search Engine Optimization?

• Getting found!

• Using specified keywords

• Consistently updating your content

• Using links to and from other pages and websites


Keyword Usage

• Build a well-researched list of keywords

• Incorporate in your content:– Page Titles (H1, H2 tags)– Website copy– Meta description– Image Names (Alt tags)

• Use throughout all content distribution


Use Google Analytics to Understand Impact


Content Rules!

• Google rewards fresh content --- update your website regularly!

• Create & provide content that informs, helps, and interests your audience!

• Best way to do this: start blogging.


Inbound Links

• You want: inbound links from high-authority sites (trusted, popular, PR, etc.) with relevant content.

• How do you get them?– Create share-worthy & timely content!– Ask! Link-exchange– Comment on other blogs– Increase PR strategy and efforts


• Humanizing• Improves SEO

– Keywords– Links – Updated Information

• Give Expertise• Updates on Company

Activities• Sharing Information

Blogs: Crucial to SEO Success


Be Ready for Mobile Search with a Mobile Site!

• Create a mobile website that is automatically presented to the growing number of smartphone owners!

• Tip: http://iFlyMobi.com!!!


Measuring Your Success Tools: Google Analytics Social Media


Final Thoughts and Questions


Success Depends on All of These Items!

Expo Event8AM-6PM

Send out flyers to clients

Announce on website

Email eNewsletter (Announce)

Tell colleagues you’re attending

Send thank you cards

Enter new contacts in Excel

Mail -Monthly Newsletter

This Takes Planning: Calendar #1

Expo Event8AM-6PM

Send out flyers to clients

Announce on website

Email eNewsletter (Announce)

Tell colleagues you’re attending

Send thank you cards

Enter new contacts in Excel

Mail -Monthly Newsletter

Create Post, Link back to website

Announce on &

Comment on event’s page

Connect with Keynote Speakers on

Join in on event’s hashtag

Share speaking presentation on

Friend new contacts on

Share event article on

Share event article on

Announce booth # with video post

Follow-Up with Post & Post Pictures

This Takes Planning: Calendar #2


COMPANY WEBSITE

Social Media

SEO

DM/Flyer

E-mail

Links

Other

Inbound and Outbound MarketingWork Together

Whitepapers,eBooks

Downloads

eNewsletter Sign-Ups

Comments & Questions on

Blog

Info/Inquiries

Webinar Sign-Ups

100 Visitors

2000 Visitors

800 Visitors

3500 Visitors

CRM


Wrap Up

• Start with a Plan• Create a Online Marketing

Strategy• Incorporate Your Social

Media, SEO and Website

• Measure the Results!


Resources for You

► Free White Paper on Inbound Marketing!► http://InboundMarketingWhitePaper.com

http://inboundmarketingwhitepaper.com/


Grow Socially Service Offerings

Strategic Marketing Planning Branding Consultation

• Three options for new look and feel

• Messaging and Positioning• Incorporate into all

marketing channels

• Phased Approach• Due Diligence• Create Road Map• Deliverable is a two year

plan including resource projections


Grow Socially Services

Social Media Marketing Website Consulting & Design

Consulting Search Engine Optimization

• Management• Planning• Analytics

• Strategic Marketing Plans• Business Plans• Ad Campaigns• Social Media Audits

• Analytics• Functionality• Engaging

• SEO Grader• Improve Keywords• Increase Organically


More Resources for You

► http://GrowSocially.com

► http://interlinkONE.com

► http://iFlyMobi.com

► http://Twitter.com/GrowSocially

http://growsocially.com/

http://interlinkone.com/

http://iflymobi.com/

http://twitter.com/GrowSocially


Contact Grow Socially

► [email protected]

► [email protected]

► 1.800.948.0113

► Twitter.com/GrowSocially

mailto:[email protected]

mailto:[email protected]


Have a great afternoon.

THANK You!