inbound marketing overview - c. grant &...

Inbound Marketing OverviewJanuary 26, 2015

BEC 382

Past WeekPresented Marketing Plan to Nonprofit

Interviews for Fund Raising Campaign

Pitched Robotics Firm

Met with University admissions

Met with two new prospects in AR

Started Adwords campaign (Ad Grants)

Sold website/social media account

Sold digital promotion for publisher

Discussion Topics#Fail

Review

Research Presentation

Inbound Marketing Overview

Managing Content

Assignment Review

What would you do?

What would it require?

Logistics

Blog posts

Facebook Admins

Adwords Accounts

Teams

Surprises? Concerns? Questions?

:30 ReviewClass Session One1/12/14

Which of the following is not a core Digital Marketing tactic:Publish Word of Mouth Advertise They all are None are

T/F Inbound advertising is a better strategy for developing long-term relationships than Outbound

T/F Digital marketing has changed the fundamentals of what a good marketing strategy is

Which of these isn’t a characteristic of Digital Marketing: Use of digital tools Targeted market segments Direct access to market Interactive two-way communications Creates marketing assets Highly measurable They all are None are

Which isn’t a type of digital marketing Content MarketingWeb SearchDisplay AdvertisingSocial MarketingReviews and Ratings They all are None are

T/F Website page views is an asset that digital marketing can generate

Which isn’t a way a Digital Marketing campaign can help a business? Create customersRetain customersIncrease salesDecrease costs Advance brandThey all canNone can

T/FA Creative Brief is the tool marketers use to make sure the messaging for campaigns is consistent across tactics

Presentations

Themes

How did persona change?

How did features/benefits change?

ReviewDigital Marketing is the practice of promoting products and services using digital distribution channels. It is characterized by being:

Targeted

Direct access to market

Interactive

Creates marketing assets

Measurable

Digital MarketingDigital Marketing has four elements:

Content Marketing

Social Marketing

Search Marketing

Advertising

Instead of buying ads, buying email lists, or cold calling, inbound marketing focuses on creating educational content that pulls people toward your website where they can learn more about what you sell on their timeframe

They come to you

What is Inbound Marketing?

Inbound is a new way to market using digital thinking and tools

Understand what content pulls your buyers through the sales funnel, and use that context to personalize your marketing at scale.

Get found by qualified leads online with content (website pages, blog articles, social messages) optimized for search and social media.

Inbound Themes

Content Creation

Lifecycle marketing

Personalization and Context

Multi-Channel Presence

Integration with metrics

Hubspot emails?

You create targeted content that answers your customer's basic questions and needs and share that content widely

Google a question

Content Creation

People go through stages as they interact with companies and each stage requires different marketing actions

What are you considering now?

Lifecycle Marketing

Collecting information on leads over time allows for better personalization of messages to their specific needs

Publish right content at right place at right time

Name example

Personalization and Context

Approach people where they are, in the channel where they want to interact

Keywords

Blog

Social media

Email

Website

Multi-Channel Presence

Publishing and analytics tools work together allowing focus on publishing the right content in the right place at the right time

Integration with Metrics

Digital Content versus Digital Advertising

Content produces 3 times more sales leads than advertising/paid search

Consumers exposed to brands on social media are 2.8x more likely to search for that brand on Google

52% of consumers say blogs have impacted their purchases

58% of marketers have acquired new customers through blogs

Google cares

(“Quality content is key to Google rankings.”--Google)

Sources available from http://comerecommended.com/content-marketing-infographic/

Key Consideration

Match content type to your goals and objectives

Buying Process

BlogSocial Media

KeywordsWeb Pages

Landing PagesForms

EmailSocial Media

Email Web Pages

Attract Convert Close Delight

Strangers Visitors Leads Customers Evangelists

1. Attract

2. Convert

3. Close

4. Delight

Four Steps of Inbound

Source: HubSpot

BlogSocial Media

KeywordsPages

EmailWorkflows

Lead ScoringCRM Integrations

Social MediaSmart-Calls-to-Action

EmailWorkflows


Strangers Visitors

Steps through Buying Process

1. Attract strangers and turn them into visitors through valuable, easy-to-find content

Blogs, social media, web pages

SEO, keywords

The average company that blogs generates:

55% more website visitors

97% more inbound links

434% more indexed pages

126% more leads than those that don’t blog

Blogging

Source: HubSpot

Pick keywords and create content around the terms your ideal buyers are searching for

Also use Hashtags in social media

Keywords

BlogSocial Media

KeywordsPages

Calls-to-ActionLanding Pages

FormsContacts

EmailWorkflows



EmailWorkflows


LeadsStrangers Visitors


2. Convert visitors into leads by getting contact information in exchange for valuable content

Landing pages, forms, “Contact us”

Calls-to-Action

CTA’s

Buttons or links that encourage visitors to do something

Can’t generate leads without button and compelling offer

BlogSocial Media

KeywordsPages


FormsContacts

EmailLead Scoring

CRM Integrations


EmailWorkflows


Strangers Visitors CustomersLeads


3. Close the sale: Turn Leads into Customers through targeted, often automated, “nurturing” programs and social media interaction

email, social media, marketing automation

BlogSocial Media

KeywordsPages


FormsContacts

EmailWorkflows


Social MediaSmart-Calls-to-

ActionEmail


Strangers Visitors Leads EvangelistsCustomers


4. Turn customers into “Delighted” brand evangelists through personalization, tailored messages (“smart content”), and additional sales

Email, web pages

Managing Content

Content Creation Strategies

Gather (News, Social Media, Trends)

Curate/Organize (Themes, Categories, Keywords)

Write (Blogs, articles, etc)

Publish (Social media, sharing, bookmarking)

Recycle (Infographics, guest posts)

Technical Tools

Content marketing requires searchability and sharing. Key ideas:

Tags, Keywords, Hashtags

RSS

Share This

Tags

Metatags: <head> <title>Not a Meta Tag, but required anyway </title> <meta name="description" content="Awesome Description Here"> <meta http-equiv="content-type" content="text/html;charset=UTF-8"> </head>

Tags

Alt Tags

Tags for images

RSS

Really Simple Syndication (or Rich Site

Summary)

Standardized way to feed content on the web

Aggregation: Pulling feeds from multiple

sources to one site

Syndication: Pushing feed to many different

sites/platforms

RSS Readers: Aggregation software

Social Sharing

http://www.hubspot.com/blog-topic-generator

Distribution and Monitoring Tools

dlvr.it

hootsuite.com

sproutsocial.com

hubspot.com

Landing Pages

Landing Page Benefits

Used in digital ad campaigns to convert interest into action

Ties to marketing message

Allows conversion tracking

Easy to test and change

Landing Page Risks

Multiple messages

Not segmenting

Too many CTA’s

Being to pushy

Reflecting brand poorly

Landing Page Elements

Headline: Compelling and reflects the selling copy (and ad)

Body Copy (selling copy): Benefits of accepting offer/buying

Product Photos or Videos

Testimonials or Social Proof

Offer/Guarantee

Call to Action: You get one

Welcome Tiffany SelfB.A. in Behavioral Sciences, Northwest University (Kirkland, WA)

PR and Alumni Director, Northwest University (1998 – 2003)

Media Relations Director, Wheaton College (2003 – 2006)

PR and Social Strategy for C. Grant & Company (2006 – Present)

PR and Social Media Strategist, North Central College (2014 – Present)

Blogger, ScratchorSniff.com (2014 – Present)

Assignments

Create $1 Invitations blog posts, evaluate landing page and develop team content strategy

Next week: Community Management and Facebook

Additional Slides

PRE-INTERNET

Buyer: Relatively uninformed.

Buyer Journey: Linear.

Marketing Plan: Interrupt (cold calls and advertising).

Impact of the Web on Marketing

TODAY

Buyer: Well-informed.

Buyer Journey: Fluid and random. Starts with Google.

Marketing Plan: Thought leadership through content creation.

MetricsWeb/Blog: Visits Traffic Sources Bounce Rate (1 page and out or 10 second visit) <65% Pages/Visit (+2.0) Conversions to Subscribers

Other: Views Downloads Shares Retweets

Advertising vs. Content Marketing (in General)

Advertising

short prospect attention

works by interruption

expensive (print, paper, production)

“corporate” message

passive

short shelf life

awareness

standardized/mass media

one-time use

Advertising vs. Inbound Marketing (in General)

Advertising Inbound Marketing

short prospect attentionsustained attention through

sales cycle

works by interruption reaches at point of interest

expensive (print, paper, production)

often more cost-effective

“corporate” message often peer/trusted source

passive immediate call to action

short shelf life long tail

awareness action

standardized/mass media more personalized/targeted

one-time use can be leveraged, recycled

Push vs. Pull MarketingPush

(Advertising)Pull

(Inbound Marketing)

Broadcast messages with frequency to generate transactions

Communicate to build relationship with value over time

“Interruption” Marketing “Attraction” Marketing

Episodic Campaigns Continual Campaigns

Advertising/Paid Media Earned Media

Broadcast Search

Push or Pull?Share news about company

Solicit feedback from customers

Monitor and respond to consumer comments

Promote content posted on your site

Handle customer service issues

Advertise sales or special promotions

Create How-To article

unbounce.com

inbound marketing overview - c. grant &...

Documents