inbound marketing: the new seo lifecycle
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Inbound Marketing: The New SEO Lifecycle
Hi, I’m Nicole Munoz...SEO + Inbound Marketing
ICP and Hubspot Certified
Speaker
Blogger
/nicolemunozfan /nicolemunoz
Nicole Munoz, CEO Start Ranking Now, Inc.
Have a question?
We will be monitoring questions on Twitter! Use Hashtags:
#inboundmarketing
and my staff will pull out the questions for me to answer at the end of the presentation!
What we will cover …
The Evolution of SEO
What is the New
SEO Lifecycle
My 5/5/5 Formula
for Success
Free Giveaway:
One $500
Marketing
Strategy Session
to one lucky
person!
The Evolution of SEO
Current State of SEO
Research and Analysis
Keyword
Research
On Site
Coding
Content
Marketing
Link
Building
Ranking
Report
What Content Marketing is not!
Article Marketing
If it is not good for the user, it is just not good!
Article
Submissions
Article
Spinning
Private Blog
Networks
Guest Blog Posts
for Links
Infographics for
Links
Press Releases for
Links
What is Content Marketing?
How it is supposed to work...
Keyword
Research
Content
Writing
Content
Promotion
with Social
Media
Earned
Links
How it really works….
Keyword
Research
Content
Writing
Content
Promotion
with Social
Media
NO
Links
Keyword
Research
Content
Writing
Content
Promotion
with Social
Media
NO
Links
Keyword
Research
Content
Writing
Content
Promotion
with Social
Media
NO
Links
Keyword
Research
Content
Writing
Content
Promotion
with Social
Media
NO
Links
Keyword
Research
Content
Writing
Content
Promotion
with Social
Media
One link from your mom who
felt sorry for you.
The Problem: No Strategy
when what we need is a sniper strategy!
We take a shotgun approach
to content marketing…..
Businesses that focus on “SEO” without a content plan will fail.
Business Owner
Business Owner
Search Visibility Influencers
SEO
Courtesy of SearchMetrics.com
User
Signals
Social
Backlinks
On Page
(technical)
On Page
(content)
● Bounce Rate
● Time on Site
● Click Through
Rate
● Social Mentions
and Shares
● Brand Mentions +
Brand Links
● Authority Site
● Natural, Earned
Links
● SEO
● Site Speed
● Image SEO
● Fresh, Updated
Content
● Interlinking
ON Site SEO
Buyer Persona
Buying Cycle Editorial Calendar
Content Creation
Content Amplification
(SEO, Social, Paid)
FeedbackLink Acquisition
Usability Advanced Technical On
Site SEO
The Holistic Approach
❖ Blog Posts, Articles
❖ PDFs, White Papers
❖ Podcasts, Videos
❖ Lead Magnets
❖ Case Studies
❖ Marketing Goals
❖ Basic On Site SEO
❖ Define Buyer Personas
❖ Map the Buyers
Journey
❖ Keyword Research
❖ Competitive Research
❖ Editorial Calendar
❖ My 5/5/5 Strategy
❖ Blogging
❖ SEO
❖ Social Media + Promotion
❖ Competitive Link Acquisition with
Content Placement
❖ Relationship Building with Strategic
Partners
❖ Paid Ads (FB, Google Adwords,
Outbrain)
❖ Retargeting Campaigns
❖ Engagement
❖ Likes, Shares,
Tweets
❖ Comments
❖ Bounce Rate
❖ Click Through Rate
❖ Time On Site
❖ Advanced Technical
SEO
❖ Rankings
What are the marketing goals of the new SEO Lifecycle?
Traffic
Lead Generation
+Nurturing(Leads)
Customer Acquisition
State Your Purpose
Purpose: To have the best year
ever for our business!
Traffic
x/month
Prospects
x/month
Leads x/month Sales x/month
GOALS
❖ SEO
❖ Social Media
Marketing
❖ Podcast
❖ Paid Traffic
❖ Capture Leads
with Lead
Magnets
❖ JV Webinars
❖ Referral
Partners
❖ Nurture
Sequence
❖ Special
Promotions to
List
❖ Appointment
System in Place
❖ Sales Pipeline /
Funnel Built
❖ Sales Team in
Place
❖ Sales Process
Systemized
Strategies
Results
Focus on your Buyer Personas
Not Keywords but ratherWHO are you selling to?
CEOVP of Marketing Business Dev.
Manager.
PAST CUSTOMERS
SURVEYS AND ANALYSIS
DEMOGRAPHIC
PAIN POINTS
BUYER PERSONA
Map out Your Customer Buying Cycle Questions
Map Out Your Buying Cycle
7 Stages of the Buying Cycle
Pre-Awareness AwarenessInterest / Education
Consideration Justification Purchase Post-Purchase
Pain / Problem
Show the Problem
in detail
Focus on their
needs
Show worst case
scenario if they
don’t solve the
problem
Solution
Problem-Solution
Content
First Questions
Everyone Asks
What it is and how it
can help them
More Information
How it works
How it will help them
Your Unique
Process
Emotional Stage
Case Studies
Testimonials
Client Stories
Logic Stage
Price Comparison
Charts
Feature
Comparison
Us vs Them
Content
Just the Facts
Shipping + Tax
Return Policy
Guarantee
Re-Assurance
Tell them they
made the right
decision
Show them how
to use the
product
Bonus and
surprises
1. What questions
does the persona
want to answer for
each stage?
8. What format
should the Lead
Magnet be in?
7. What is a
good Lead
Magnet for
each stage?
6. What format
should the content
be delivered?
2. What
keywords
connect to the
questions?
3. What is the
most shared
content based
on the
keywords?
4. What
headlines can
we use for our
content?
5. Which stage
do the headlines
map to?
Content Mapping
What questions is your persona asking in each stage?
What keywords connect to the questions?
Phrase Match and Related Keywords Reports
Competitive Positioning Map
Identify Competitors who are advertising
Are they a true competitor?
Referring Domains: Potential Link Acquisition, Paid
Sponsorships or Paid Ads
Top Keywords for the Top Competitor
What is the most shared content based on the keywords?
What headlines can we use for content?
Pre-AwarenessProduct: Marketing Automation Software
❖ How can I get my sales team to
follow up with all these leads?
❖ How can I know which leads are
ready to buy?
❖ How can I systemize our sales
team efforts easily?
❖ 50% of marketing leads receive
no follow-up from sales
❖ 6 tips on how to follow up with
your sales leads
❖ 7 tips for successful lead follow-
up
❖ Lead follow-up strategies to
save 70% of your sales
❖ leads follow up
❖ follow up on leads
❖ follow up on your leads
❖ lead management
❖ lead scoring
❖ Free Report / PDF
❖ Free Video
❖ Educational Blog Posts
❖ Paid Ads to the Free Reports +
Educational Content
Questions
Content Headlines
Keywords
Content Types
Awareness
❖ What is marketing automation?
❖ Is marketing automation right for my
business?
❖ Isn’t this the same as my email
autoresponder?
❖ Will this replace my CRM?
❖ Does marketing automation work?
❖ What is marketing automation and
why will it matter in 2015?
❖ What is the difference between CRM
and marketing automation?
❖ 10 Marketing automation tools that
can save hundreds of hours.
❖ what is marketing automation
❖ crm for small business
❖ software for small business
❖ marketing automation tools
❖ Blog Post
❖ Infographics
❖ Free Reports
Questions
Headlines
Keywords
Content Types
Interest / Education
❖ What other marketing automation
tools exist?
❖ Is this the best marketing automation
software?
❖ Is this going to meet my specific
business needs?
❖ What other features does it have?
❖ Marketing Automation: The Greatest
Asset in your Sales Arsenal
❖ Marketing Automation for Law Firms
❖ Do you need an email marketing or
marketing automation tool?
❖ marketing automation software
❖ marketing automation tools
❖ marketing automation companies
❖ marketing automation vendors
❖ Blog Posts
❖ Infographics
❖ Video
❖ Podcast
Questions
Headlines
Keywords
Content Types
Consideration
❖ Does this replace my CRM?
❖ Will this help me to save time?
❖ Will this help me to save
money?
❖ Will this help me to make more
money?
❖ 4 ways to save time with marketing
automation
❖ How marketing automation saves you
time and money.
❖ How marketing automation boosts
lead response time.
❖ Marketing Automation: How to use
email to shorten the sales cycle.
❖ automated email marketing
❖ email marketing automation
❖ automated marketing solutions
❖ Blog Posts
❖ Case Studies
❖ Testimonials
❖ Video
Questions
Content Headlines
Keywords
Content Types
Justification
❖ How much does it cost?
❖ What is the ROI?
❖ How much better will my business
be in 6 months if I implement this?
❖ Is this the best solution?
❖ Which marketing automation
software is the best?
❖ OfficeAutoPilot vs Infusionsoft
Review
❖ MailChimp vs Infusionsoft; what to
pick and why
❖ infusionsoft vs hubspot
❖ ontraport vs act-on
❖ eloqua vs marketo
❖ infusionsoft pricing
❖ hubspot pricing
❖ charts
❖ graphics
❖ infographics
❖ ROI reports
❖ Case Studies
❖ Blog Posts
Questions
Content Headlines
Keywords
Content Types
Purchase
❖ How soon can I start using it?
❖ How many users?
❖ What are the hidden costs?
❖ Ultimate 2015 Marketing
Automation Software Pricing Guide
❖ Marketing Automation Pricing
Comparisons
❖ Marketing Automation Software
Reviews
❖ investing in marketing
automation
❖ marketing automation best
practices
❖ marketing automation price
comparison
❖ marketing automation pricing
❖ Comparison Charts
❖ Guides
❖ Free Reports
Questions
Content Headlines
Keywords
Content Types
Post-Purchase
❖ How do I get setup?
❖ When can I get started on my
training?
❖ Are there any training manuals?
❖ What are best practices?
❖ What should I do first?
❖ Marketing Automation Best
Practices Guide
❖ 37 Marketing Automation Best
Practices
❖ The Definitive Guide to Marketing
Automation
❖ marketing automation best
practices pdf
❖ getting started with marketing
automation
❖ marketing automation
implementation guide
❖ User Guides
❖ Step by Step Blog Posts
❖ Video Walk Thru
Questions
Content Headlines Content Types
Keywords
Create Your Inbound Editorial Calendar
Map out Blog Content Publication for 90 Days
(5 For Each of the first 5 Stages)
Place Content On Blog First (Unless for link acquisition)
Create a LeadCapture Strategy
Pre-awareness AwarenessInterest /
Education
Consideration
(Emotional)
Justification
(Logic)
Reach Your Sales
Goals with Our
FREE Small
Business Success
Kit!
What’s Your
Marketing Score?
Download our
Marketing
Automation
Scorecard to Find
Out!
Could You Use a
FREE Marketing Plan
For Your Small
Business? Sign up
below and we will
send you three of our
top converting
marketing
automation plans
that are proven to get
more leads, save you
time, and increase
your sales!
Case Study: How
Marketing
Automation
Doubled Our
Sales in 90 Days!
Don’t waste your
time and money
on marketing
strategies that
aren’t working - be
confident in your
ROI!
Map out 5 Lead Magnets Ideas (One for Each of first 5 Stages)
Add one lead magnet to the bottom of each blog post. Match the lead magnets to the correct buying cycle stage!
Blog
Post
Call to
Action
Lead
Magnet
Email Marketing
Lead Magnet Campaign In Infusionsoft.
My 5/5/5 Strategy
1 Billion
70 Million
332 Million
300 Million
288 Million
1.39 Billion
BLOG
Content Amplification
Paid Traffic
Blg
Link Acquisition
Competitive Backlinks (LRT
Backlink analysis)
Authority Links
(Entrepreneur, Forbes,
Inc, Industry Related
Sites)
Media Mentions
(Haro,
ReporterConnect)
Sponsorships
(Paid ads)
Organizations (BBB,
Chamber of
Commerce)
Local Listings
(Yelp)
Blogs (Podcast
Interviews, Guest
Blog Posts)
Free $500 Marketing Strategy Giveaway
Marketing Strategy Session Who are you selling to? What is the buyer's journey? How can we create an effective marketing strategy to reach your target market? All of these questions and more will be explored during the initial marketing strategy session. During our 90 minute
marketing strategy session we will identify your top three target markets, map out the buyer's journey, and identify the strategy for a lead generation campaign.
60 Minute Strategy
Session
Identify Buyer
Personas
Create Buyer’s
Journey
90 Day Editorial
Calendar with Blog
Content Headlines
30 Minute Strategy
Session to Review
the Plan
Work with Nicole
Go to: http://www.startrankingnow.com/contact-us-nowto schedule a consultation!
Check out our services here: http://www.startrankingnow.com/services
Connect with me!
Facebook.com/nicolemunozfanFacebook.com/startrankingnowTwitter.com/nicolemunoz
Twitter.com/startrankingnow
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