an introduction to inbound marketing and seo

Introduction to Inbound Marketing and SEO

June 17, 2015 Presented by: Marguerite Inscoe Inbound Marketing Ninja of ReLaunchU www.relaunchuoff.com Skip Besthoff CEO of InboundWriter www.inboundwriter.com Chris Raulf Founder & Digital Marketing Expert Boulder SEO Marketing www.boulderseomarketing.com

Agenda

•  Introduc)on to Inbound Marke)ng •  Why Inbound Marke)ng? •  Introduc)on to SEO and Inbound Marke)ng •  Inbound Marke)ng Strategy:

–  Buyer personas –  Engaging people early in the buyer's journey –  Develop content to drive engagement

•  Developing Content That Gets Found, Read and Engaged With

•  Ques)ons & Answers

Disclaimer!

Quick Polls

Poll I: We have op)mized our website for search. Poll II: We have a solid lead genera)on strategy that leverages website content.

Intro to Inbound Marke:ng

Source: h=ps://en.wikipedia.org/wiki/Inbound_marke:ng

•  Inbound marketing is promoting a company through blogs, podcasts, video, eBooks, enewsletters, whitepapers, SEO, social media marketing, and other forms of content marketing which serve to attract customers.

•  Outbound marketing: In contrast, buying attention, cold-calling, direct paper mail, radio, TV advertisements, sales flyers, spam, telemarketing and traditional advertising are considered "outbound marketing".

•  Inbound marketing refers to marketing activities that bring visitors in, rather than marketers having to go out to get prospects' attention. Inbound marketing earns the attention of customers, makes the company easy to be found, and draws customers to the website by producing interesting content.

The Case for Inbound Marke:ng

Source: h=ps://jumplead.com/blog/2013/11/why-‐inbound-‐marke:ng-‐sta:s:cs-‐on-‐inbound-‐vs-‐outbound-‐marke:ng

1.  32% of brands are decreasing spending on outbound marketing to spend more on content marketing

2.  Because 61% of consumers say they feel better about a company that delivers custom content, they are also more likely to buy from that company.

3.  90% of consumers find custom content useful and 78% believe that organizations providing custom content are interested in building good relationships with them.

4.  29% of marketers use whitepapers as a content marketing technique.

5.  80% of business decision makers prefer to get company information in a series of articles versus an advertisement.



6.  84% of 25-to-34-year-olds have left a favorite website because of intrusive or irrelevant advertising.

7.  Per dollar, content marketing produces 3 times more leads.

8.  82% of consumers like reading content from brands when it's relevant.

9.  Companies that spend more than 50% of their lead generation budget on inbound marketing report a significantly lower cost-per-lead.

10. For mid-sized businesses, content marketing costs 31% less than paid search.

11. 68% of consumers are likely to spend time reading content from a brand they are interested in.

12. Inbound marketing costs 62% less per lead than traditional outbound marketing.



13.  According to 37% of marketing managers, the most important way to engage customers is content-led websites.

14.  86% of people skip television ads.

15.  Blogs give websites 434% more indexed pages and 97% more indexed links. (source: InboundWriter)

16.  3 out of 4 inbound marketing channels cost less than any outbound channel.

17.  Marketers allocate 34% of their overall budgets to inbound tactics – 11% more than they dedicate to outbound strategies, like banners, direct mail and more.

18.  200 million Americans have registered their phone numbers on the FTC’s “Do Not Call” list.

19.  54% more leads are generated by inbound than by outbound.

20.  Telemarketing was reported as being “above average” in cost by 21% of respondents

The Best Place To Hide A Dead Body

Intro to Inbound Marke:ng and SEO

Source: h=p://www.socialmediatoday.com/marke:ng/2015-‐04-‐28/more-‐just-‐content-‐what-‐inbound-‐marke:ng

Google’s Algorithm

Check out the en:re infographic at: h=p://www.entrepreneur.com/ar:cle/226884

The 5 Pillars of SEO

1.  Technical Health of Website 2.  Website Func)onality 3.  On-‐Page Search Engine

Op)miza)on 4.  Off-‐Page Search Engine

Op)miza)on 5.  Social Media Marke)ng

Content Marke:ng / Inbound Marke:ng

Build Your SEO “FICO Credit Score”

How It Works: seo classes denver

The Case For SEO

Upcoming Full-Day SEO, Social Media and Digital Marketing Workshop in Denver When: Thursday, September 17, 2015 from 8:30 am – 5:00 pm

Where: DoubleTree by Hilton Denver / Westminster

Cost:

•  Early bird pricing of $347.00 is available until August 15.

•  The regular registration fee of $397.00 will start on August 16.

•  Get $50 off the registration fee with code BSM

Group Discount: Got a group of 3 or more attendees? Please call us at: 720-263-1736.

Registration: Learn more and register at:

www.boulderseomarketing.com/seo-and-social-media-classes/full-day-seo-training

Instructors:

•  Julio Viskovich, a Forbes Top 30 Social Selling Thought Leader and VP of Marketing at rFactr

•  Josh Culver, Head of the Search Marketing Department for Carbon8

•  Chris Raulf, Founder and SEO Training Expert at Boulder SEO Marketing

Do you use buyer personas for designing your content strategy?

What is a buyer persona?

•  Fic))ous descrip)on of a life-‐like person that is your targeted buyer

Why use personas?

To enable the produc:on of marke:ng content that meaningful, relevant and valued by your preferred buyers!

•  Align internal communica)on •  Reference for writers/content producers •  Reference for campaign planning

Buyer’s Journey

•  The )me it takes to make a purchasing decision, start to finish

•  Engage in the “Info” stage to become top-‐of-‐preference

•  Content can accelerate the process

•  Intelligence data from downloads can qualify the lead

Content Planning for Every Stage

•  Blogging Strategy

•  Calls to Ac)on

•  Gated Content

•  Email Marke)ng

•  Website Pages

h=p://relaunchuoff.com/parts-‐to-‐branded-‐content-‐produc:on/

Buyers Persona Development Resource

h=p://info.relaunchuoff.com/buyer-‐persona-‐template

Increasing Inbound Leads With InboundWriter

h=p://info.relaunchuoff.com/buyer-‐persona-‐template

Agenda

•  Why Create Content? •  The Rules Have Changed •  Content Dreams Versus Reality •  Performance Drivers •  Quick Demo •  Case Studies

© 2015 InboundWriter

Why Create Content?

30 © 2015 InboundWriter

Keyword Research Has Changed


Issues With Current Research Tools

•  Not designed for content (were built for PPC) •  Tedious to work with

•  Downloads and spreadsheets

•  Data interpretation

•  Not predictive; merely directional •  Bottom line

•  Takes a ton of time (and $$) •  Doesn’t make a big impact in performance


The Traffic Dream


The Traffic Reality


§  Published: 2/20/14 §  Random low levels of activity; 48 sessions to date

Reality: Most Content Doesn’t Work

According to a recent report 90 percent of B2C organiza3ons use content marke3ng. Yet only 34 percent of these B2C marketers consider themselves effec3ve.

A 66 percent failure rate might work in baseball ba;ng averages, but boardrooms won't tolerate this level of performance for very long.


Best-‐in-‐Class Traffic Performance


§  Published: 2/17/14 (same website, same week) §  Ramp weeks 3 – 9, strong consistent activity, 43K sessions

and building

Math Drives Content Performance


Now In English J


Drivers Set Before Pen Hits Paper

•  Topic choice is critical to strong, consistent performance

•  Performance can be determined before pen hits paper


InboundWriter: Industry-‐First Solu)on

•  InboundWriter is the only applica)on that forecasts traffic before content is wrihen

•  We iden)fy –  The topics that will work –  The topics that won’t, and why

•  We suggest related topics •  We offer unique insights on audience / conversion targe)ng


Impact


InboundWriter Overview

Our Vision

Forecasts content traffic performance and iden)fies target audience of content before is wrihen Our Sodware

To remove guesswork from online content crea)on

Industry Recogni:on

Our Customers •  Content Marketers: enterprises and agencies •  Launched Q4 2014; 70+ accounts •  Typical results: 2 to 4x traffic improvement


•  Guesswork will not yield the results you seek

•  Define goals (traffic, social, engagement, etc.) and create a content strategy based off them

•  “Measure twice, cut once” (i.e. research is very important)

•  Measure -> Analyze -> Refine

Final Thoughts


Many Thanks!

Please reach out with any questions

[email protected]

Skip Besthoff, InboundWriter

CEO


THANK YOU Connect with Chris and Boulder SEO Marketing: Facebook: hhps://www.facebook.com/BoulderSEOMarke)ng LinkedIn: www.linkedin.com/in/chrisraulf & www.linkedin.com/company/boulder-‐seo-‐marke)ng Twi=er: hhps://twiher.com/swisschris & hhps://twiher.com/Marke)ngSEOWiz Google+: hhps://plus.google.com/+ChrisRaulf & hhps://plus.google.com/+Boulderseomarke)ng

Connect with Marguerite and ReLaunchU: LinkedIn: www.linkedin.com/in/margueriteinscoe & www.linkedin.com/company/relaunchu Twi=er: hhps://twiher.com/ReLaunchU Google+: www.google.com/+Relaunchuoff

Connect with Skip and InboundWriter: Facebook: www.facebook.com/InboundWriter LinkedIn: www.linkedin.com/pub/skip-‐besthoff/3/964/633 & linkedin.com/company/inboundwriter Twi=er: www.twiher.com/inboundwriter Google+: hhps://plus.google.com/+InboundWriter