inbound marketing strategies
Post on 14-Sep-2014
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This presentation talks about the definition of Inbound Marketing and how to increase traffic to your site and grow your customer base. It looks at using strategies such as Content Development, Social Media and SEO to increase engagement and traffic.TRANSCRIPT
Inbound Marketing Strategies
Tanya Vaughan, VP DigitalJay Bowen, Director of Digital Content
Inbound Marketing
Jay’s marketing and advertising career began 17 years ago in her home of South Africa. She went on to graduate with her marketing degree from the London School of Marketing, and proceeded to manage and grow clients such as British Telecom, yell.com BMW & HSBC in the UK and throughout Europe. Since arriving in the States four years ago she has worked with brands such as Nike, CenturyLink, Schlage and DHL. Jay is highly adept in developing digital content to generate interaction and grow traffic and engagement online.
Tanya Vaughan, VP Digital
Jay Bowen, Digital Content Director
Tanya brings 15 years of digital marketing experience to DaviesMoore, including strategy and execution of ROI-driven inbound marketing programs including web development, SEO/SEM, social media and marketing automation for companies such as HP, Symantec, Bodybuilding.com and CradlePoint. She has been a speaker at marketing conferences including Search Engine Strategies, PubCon, eTail. She served on the board for SEMPO (Search Engine Marketing Professional Organization) and was a member of the Google Tech Council for top technology brands
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• Brand
• Messaging
• Advertising
• AR/PR
• Field Marketing & Events
• Creative/Design
• Sales Support
• Training / SE Support
• Product Marketing Support & Collateral
Marketing responsibilities may include:Inbound Marketing
• Channel • Marketing Support• Corporate Communications• Digital Marketing
– Content– Ecommerce/Web Site Management– Social Media– Email, SEM, SEO, Affiliate– Banner advertising– Marketing Automation
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Don’t try this at Home
Inbound Marketing
• Inbound Marketing (what is it?)
• Inbound vs Outbound
• Components of Inbound– Content– Social Media– SEO
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Inbound Marketing
Focus on What Moves Dials
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What is Inbound Marketing?Inbound Marketing
Earning people’s trust versus buying it
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Outbound (Traditional) = Interruption Marketing
Inbound Marketing vs OutboundInbound Marketing
Inbound = Permission Based
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Inbound vs Outbound MarketingInbound Marketing
• Outbound marketing takes MONEY
• Inbound Marketing takes TIME
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Digital advertising is not Inbound Marketing
Digital Doesn’t Always Equal Inbound
Inbound Marketing
20% of Clicks
80% of Clicks
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Why do Inbound Marketing?Inbound Marketing
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And if you don’t believe me…Inbound Marketing
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Ok, I’m listening, how do I do “Inbound Marketing”?
Inbound Marketing
Great Content +Social Media
+SEO -------------
Earned (free) traffic!*
*And did we mention high-quality?
SEO
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Content
Inbound Marketing
White Papers
Social Mentions
News Sites
Word of MouthDirect Links
Forums
Social Bookmarking
eBooks
Video
News/Media/PR
Case Studies
Mobile Apps
Blogs/Articles
Research
Solution Guides
Memes/Images
Infographics
Podcasts
FAQs
Reviews
Webinars
Syndication
Partners/Affiliates
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• Blogging: easiest way to start your content machine
• Companies that blog more regularly have…
Content – Where do I start?
Inbound Marketing
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• Create a content strategy – not just a blog
• Offer different types of content that will appeal to different preferences (webinars, white papers, infographics, video e.g.)
• Put all of your content on ONE domain. Don’t make the microsite mistake. http://www.seomoz.org/blog/understanding-root-domains-subdomains-vs-subfolders-microsites
• Distribute your content via social media
Content: Best Practices
Inbound Marketing
Social is the new word of mouth
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Social Media – Is it really worth the time?
Inbound Marketing
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• What, when and how you share matters
• Add a social bookmarking widget to site
• Share others’ content as much or more than your own
• Build relationships with the right influencers:– Analysts – Bloggers– Press– Partners– Customers
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Social Media: Best Practices
Inbound Marketing
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But there are so many social media networks…a
Experiment with multiple networks to see which appeal to your target audience:
Inbound Marketing
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• SEO is so 2008
SEO
Inbound Marketing
• Create content that is:• Interesting• Unique• Credible• Share-worthy• Relevant (but not necessarily highly relevant)
• Optimize content for keyword phrases • (Validate using Google Trends or Keyword Tool)
• Structure web site for crawlability and indexability• Not sure how? Learn from the source: Google Webmaster Tools
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SEO: Best Practices
Inbound Marketing
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Brand new to Inbound marketing? Start with a Twitter account and retweet that supports your product/solution
Already have a content strategy? Launch a monthly email campaign using a free email service providerPush content through social media networks
Already have email and social in place?Time to embrace marketing automation for a true revenue machineCreate drip/trigger campaigns with relevant/timely messagesNurture and qualify leads
Recommended Reads:
Marketo and HubSpot also have create great content.
What next?
Inbound Marketing
