Harnessing inbound markting to boost your sales

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  1. 1. HARNESSING INBOUND MARKETING TO BOOST YOUR SALES ED GOULD CREATIVE DIRECTOR www.carswellgould.co.uk award winning / creative / web / PR / social / integrated strategy
  2. 2. MARKETING IN THE DIGITAL WORLD
  3. 3. award winning / creative / web / PR / social / integrated strategy OF DIRECT MAIL IS NEVER OPENED 44%
  4. 4. award winning / creative / web / PR / social / integrated strategy OF EMAIL USERS HAVE UNSUBSCRIBED FROM A COMPANY THEY PREVIOUSLY OPTED INTO 91%
  5. 5. award winning / creative / web / PR / social / integrated strategy OF ONLINE EXPERIENCES BEGIN WITH A SEARCH ENGINE 93%
  6. 6. OF ALL BUYING DECISIONS BEGIN ONLINE 80% award winning / creative / web / PR / social / integrated strategy
  7. 7. WHAT IS INBOUND OR CONTENT MARKETING?
  8. 8. INBOUND MARKETING IS CREATING CONTENT ABOUT YOUR PRODUCT OR SERVICES THAT YOUR CUSTOMERS WILL LOVE, AND MAKING IT REALLY EASY TO FIND AND ENGAGE WITH. SAID SIMPLY
  9. 9. award winning / creative / web / PR / social / integrated strategy Content creation Cyclical marketing Personalisation Multi-channel Integration Focus on being found KEY ELEMENTS INBOUND MARKETING
  10. 10. award winning / creative / web / PR / social / integrated strategy SEO & PPC Opt in email lists Authoring books/print media Supporting/sponsoring events Press and public relations Thought leadership Community building Influencer outreach Blogging Public speaking Earned social media Word of mouth & viral marketing Content creation & marketing Organic app store visibility Video content Interactive content/games COMMON TACTICS INBOUND MARKETING
  11. 11. IN PRACTICE
  12. 12. award winning / creative / web / PR / social / integrated strategy LEAD TO CUSTOMER CONVERSION RATE INCREASE IN DIRECT TRAFFIC AFTER A YEAR 114% + MONTHLY DIRECT TRAFFIC MAXSEA INTERNATIONAL CASE STUDY 9.2% 43%
  13. 13. award winning / creative / web / PR / social / integrated strategy 18 MILLION PEOPLE REACHED REACHED A NICHE MARKET SOCIAL/VIRAL REACH OF OVER 2 MILLION GORE-TEX ARCTIC CHALLENGE CASE STUDY
  14. 14. award winning / creative / web / PR / social / integrated strategy GORETEX ARCTIC CHALLENGE
  15. 15. award winning / creative / web / PR / social / integrated strategy CG CHANGED THE PUBLIC OPINION OF RIBS TO SHOW THAT ANYONE CAN HEAD OUT ON THE OPEN SEAS Multi Platform activity CASE STUDY
  16. 16. award winning / creative / web / PR / social / integrated strategy GORETEX ARCTIC CHALLENGE
  17. 17. award winning / creative / web / PR / social / integrated strategy Simple picture focused content strategy Questions from the community are replied to in a timely fashion with clear indication of next action Has created its own community online and people regularly share their photos on the page Tells people stories and builds trust Photo competition launched in the Daily Echo ABP SOUTHAMPTON CASE STUDY
  18. 18. award winning / creative / web / PR / social / integrated strategy GUY COTTEN CASE STUDY SORTIE EN MER 8 + MILLION DROWNED ON THE COMPNAY WEBSITE 5 MILLION + VIDEO VIEWS LOADS OF CONTENT AND BACKLINKS
  19. 19. award winning / creative / web / PR / social / integrated strategy GUY COTTEN
  20. 20. award winning / creative / web / PR / social / integrated strategy GUY COTTEN
  21. 21. award winning / creative / web / PR / social / integrated strategy Reach more customersYour customers are more likely to search online as you are nicheYou are experts in your eld so can create the content yourselves or with helpMany of you have highly visual and engaging products and services Target your marketing effort A WINNING COMBINATION INBOUND MARKETING
  22. 22. HOW DO I GET GOING?
  23. 23. award winning / creative / web / PR / social / integrated strategy Work out WHAT YOUR AIM IS Create a blog and update it with content that is user centric Create simple video content with you as the expert Actively participate in conversations within the industry Share live updates on marine industry, news, launches and opinions Profile your target group then understand its behaviour online Undertake competitor analysis Create a simple strategy with activity every month Use Google calendar to plan your activity SOME SIMPLE STEPS INBOUND MARKETING
  24. 24. award winning / creative / web / PR / social / integrated strategy www.carswellgould.co.uk/contentFurther reading
  25. 25. award winning / creative / web / PR / social / integrated strategy Ed GouldCreative Director @marcommcreativeQUESTIONS?