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Skoda Minotti Speaker Series Inbound Marketing
November 8, 2013
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How It Got Started• It seemed like a good idea…• Day 1: Set up as agency • Built out the Internal Marketing Dept. 2006 - 2009
• Launched Marketing Services Group in February 2009• Sought out and added talented people
• Great added value service
• Clients started to inquire
MARKETING SERVICES OVERVIEW
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What is Inbound Marketing?• Creating content that your customers &
prospects will seek out rather than pushing your message onto them
• Creating marketing content that your target audience highly values
• Making yourself and your content easy to find• Works harder and longer than traditional
outbound marketing tactics
3INBOUNDMARKETING
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• Search Engine Optimization• Blogging• Social Media• Email Marketing• Calls-to-Action & Landing Pages• Analytics Measurement• Lead Tracking• Creating An Inbound Campaign
AGENDA
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PAID VS. ORGANIC
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Does Anyone Click On Paid Ads?• Depends on the search• People trying to buy products or services favor PPC• Questions and informational searches favor organic
PAID VS. ORGANIC
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SEO - GOOGLEKEYWORD PLANNER
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SEOPAGE TITLES
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SEOPAGE TITLES
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SEOHEADLINES
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12SEOHEADLINES
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META DESCRIPTIONSSEO
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META DESCRIPTIONSSEO
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SEO LINKS
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Find New Link Partners• Partners/vendors• Trade associations• Community organizations• Local Chambers of Commerce• Better Business Bureau• College/Universities (recruiting)
LINK BUILDINGSEO
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Blogging
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BLOGGING
2009 Search Hits: 1,115Blogs Posted: 131
2010 Search Hits: 5,866Blogs Posted:174
2011 Search Hits: 12,712Blogs Posted: 200
2012Search Hits: 20,416Blogs Posted: 274
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Blog Platform
WordPress
Blog.com
Blogger
BLOGGING
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Social Media
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SOCIAL MEDIAHow it Can be Leveraged• Brand awareness / building• Promote corporate news and events• Information exchange / share tips / best practices• Build subject matter experts• Drive web traffic, specifically to thought leadership entries• Listen and monitor relevant market conversation• Exclusive offers / promotions• Real-world research / customer feedback• Stay connected with customers and prospects• Recruiting / HR• Connect, network and set up meetings
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SOCIAL MEDIA
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Email Marketing
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MARKETINGEMAIL
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MARKETINGEMAIL
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MARKETINGEMAIL
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MARKETINGEMAIL
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EMAIL SERVICE PROVIDERSFind your ESP:www.marketingsherpa.com/page/espinator
MailChimp
ExactTarget
Constant Contact
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Calls-to-Action/Landing Pages Sign Up
Order Now
Download
Get Started
Read Now
Free Trial
CALL-TO-ACTION
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• Capitalize on traffic you are driving with calls-to-action (CTAs) and landing pages
• CTAs drive traffic to landing pages• Landing pages convert traffic into leads
LANDING PAGESCALLS-TO-ACTION /
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LANDING PAGESCALLS-TO-ACTION /
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LANDING PAGESCALLS-TO-ACTION /
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LANDING PAGESCALLS-TO-ACTION /
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CASE STUDY
Prior to Redesign
Post Redesign
Conversion Rate (All Visitors) 2.50%
Conversion Rate (AdWords) 2.42%
Cost/Conversion (AdWords) $88.44
Importance of Calls-to-Action and Landing PagesProper use of landing pages and calls-to-action can have a significant impact on the effectiveness (and cost) of your marketing efforts. Consider the Disk Copy example before and after the CTA and landing page redesign.
6.80%
7.04%
$33.66
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Analytics/Measurement
Web Analytics
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ANALYTICSGOOGLE
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ANALYTICSGOOGLE
Organic Search Traffic
Paid Search Traffic
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REFERRING SITESANALYTICS
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TOP CONTENTANALYTICS
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Lead Tracking
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LANDING PAGELEAD TRACKING
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company.com
LEAD DETAILSLEAD TRACKING
company.com
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HISTORYLEAD TRACKING
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Name Pages Seen Visitors Leads Visiting From
PROSPECTSLEAD TRACKING
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Match Your Offer To Your Prospect• Top of the Funnel
E-book, FAQs, How to Guide
• Middle of the Funnel Seminar, Webinar, Free Trial
• Bottom of the Funnel One-on-One Consultation
AN OFFERCREATE
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Define Your Offer• “Free Trial” • Website Report Card
AN OFFERCREATE
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A CONVERSION PATHCREATE
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YOUR OFFERPROMOTE
Promote Your Offer• Add to webpage / blog• Share via social media• Include in regular e-communications• Public relations• Eblast• Etc.
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Follow Up• Deliver offer• Implement a process for follow-up
Create a team Assign leads Assign leader to oversee that follow-up
was completed
FOLLOW-UP
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Request a free website report card:www.skodaminottimarketing.com
CONTACT US
Jonathan EbensteinPartner - Strategic Marketing Services
Phone: (440) 449-6800 x7231Email: [email protected] Website: www.skodaminottimarketing.com
Cleveland | Akron | Tampa