Inbound Marketing: The New SEO Lifecycle

Hi, I’m Nicole Munoz...SEO + Inbound Marketing

ICP and Hubspot Certified

Speaker

Blogger

/nicolemunozfan /nicolemunoz

Nicole Munoz, CEO Start Ranking Now, Inc.

Have a question?

We will be monitoring questions on Twitter! Use Hashtags:

#inboundmarketing

and my staff will pull out the questions for me to answer at the end of the presentation!

What we will cover …

The Evolution of SEO

What is the New

SEO Lifecycle

My 5/5/5 Formula

for Success

Free Giveaway:

One $500

Marketing

Strategy Session

to one lucky

person!

The Evolution of SEO

Current State of SEO

Research and Analysis

Keyword

Research

On Site

Coding

Content

Marketing

Link

Building

Ranking

Report

What Content Marketing is not!

Article Marketing

If it is not good for the user, it is just not good!

Article

Submissions

Article

Spinning

Private Blog

Networks

Guest Blog Posts

for Links

Infographics for

Links

Press Releases for

Links

What is Content Marketing?

How it is supposed to work...

Keyword

Research

Content

Writing

Content

Promotion

with Social

Media

Earned

Links

How it really works….

Keyword

Research

Content

Writing

Content

Promotion

with Social

Media

NO

Links

Keyword

Research

Content

Writing

Content

Promotion

with Social

Media

NO

Links

Keyword

Research

Content

Writing

Content

Promotion

with Social

Media

NO

Links

Keyword

Research

Content

Writing

Content

Promotion

with Social

Media

NO

Links

Keyword

Research

Content

Writing

Content

Promotion

with Social

Media

One link from your mom who

felt sorry for you.

The Problem: No Strategy

when what we need is a sniper strategy!

We take a shotgun approach

to content marketing…..

Businesses that focus on “SEO” without a content plan will fail.

Business Owner

Business Owner

Search Visibility Influencers

SEO

Courtesy of SearchMetrics.com

User

Signals

Social

Backlinks

On Page

(technical)

On Page

(content)

● Bounce Rate

● Time on Site

● Click Through

Rate

● Social Mentions

and Shares

● Brand Mentions +

Brand Links

● Authority Site

● Natural, Earned

Links

● SEO

● Site Speed

● Image SEO

● Fresh, Updated

Content

● Interlinking

ON Site SEO

Buyer Persona

Buying Cycle Editorial Calendar

Content Creation

Content Amplification

(SEO, Social, Paid)

FeedbackLink Acquisition

Usability Advanced Technical On

Site SEO

The Holistic Approach

❖ Blog Posts, Articles

❖ PDFs, White Papers

❖ Podcasts, Videos

❖ Lead Magnets

❖ Case Studies

❖ Marketing Goals

❖ Basic On Site SEO

❖ Define Buyer Personas

❖ Map the Buyers

Journey

❖ Keyword Research

❖ Competitive Research

❖ Editorial Calendar

❖ My 5/5/5 Strategy

❖ Blogging

❖ SEO

❖ Social Media + Promotion

❖ Competitive Link Acquisition with

Content Placement

❖ Relationship Building with Strategic

Partners

❖ Paid Ads (FB, Google Adwords,

Outbrain)

❖ Retargeting Campaigns

❖ Engagement

❖ Likes, Shares,

Tweets

❖ Comments

❖ Bounce Rate

❖ Click Through Rate

❖ Time On Site

❖ Advanced Technical

SEO

❖ Rankings

What are the marketing goals of the new SEO Lifecycle?

Traffic

Lead Generation

+Nurturing(Leads)

Customer Acquisition

State Your Purpose

Purpose: To have the best year

ever for our business!

Traffic

x/month

Prospects

x/month

Leads x/month Sales x/month

GOALS

❖ SEO

❖ Social Media

Marketing

❖ Podcast

❖ Paid Traffic

❖ Capture Leads

with Lead

Magnets

❖ JV Webinars

❖ Referral

Partners

❖ Nurture

Sequence

❖ Special

Promotions to

List

❖ Appointment

System in Place

❖ Sales Pipeline /

Funnel Built

❖ Sales Team in

Place

❖ Sales Process

Systemized

Strategies

Results

Focus on your Buyer Personas

Not Keywords but ratherWHO are you selling to?

CEOVP of Marketing Business Dev.

Manager.

PAST CUSTOMERS

SURVEYS AND ANALYSIS

DEMOGRAPHIC

PAIN POINTS

BUYER PERSONA

Map out Your Customer Buying Cycle Questions

Map Out Your Buying Cycle

7 Stages of the Buying Cycle

Pre-Awareness AwarenessInterest / Education

Consideration Justification Purchase Post-Purchase

Pain / Problem

Show the Problem

in detail

Focus on their

needs

Show worst case

scenario if they

don’t solve the

problem

Solution

Problem-Solution

Content

First Questions

Everyone Asks

What it is and how it

can help them

More Information

How it works

How it will help them

Your Unique

Process

Emotional Stage

Case Studies

Testimonials

Client Stories

Logic Stage

Price Comparison

Charts

Feature

Comparison

Us vs Them

Content

Just the Facts

Shipping + Tax

Return Policy

Guarantee

Re-Assurance

Tell them they

made the right

decision

Show them how

to use the

product

Bonus and

surprises

1. What questions

does the persona

want to answer for

each stage?

8. What format

should the Lead

Magnet be in?

7. What is a

good Lead

Magnet for

each stage?

6. What format

should the content

be delivered?

2. What

keywords

connect to the

questions?

3. What is the

most shared

content based

on the

keywords?

4. What

headlines can

we use for our

content?

5. Which stage

do the headlines

map to?

Content Mapping

What questions is your persona asking in each stage?

What keywords connect to the questions?

Phrase Match and Related Keywords Reports

Competitive Positioning Map

Identify Competitors who are advertising

Are they a true competitor?

Referring Domains: Potential Link Acquisition, Paid

Sponsorships or Paid Ads

Top Keywords for the Top Competitor

What is the most shared content based on the keywords?

What headlines can we use for content?

Pre-AwarenessProduct: Marketing Automation Software

❖ How can I get my sales team to

follow up with all these leads?

❖ How can I know which leads are

ready to buy?

❖ How can I systemize our sales

team efforts easily?

❖ 50% of marketing leads receive

no follow-up from sales

❖ 6 tips on how to follow up with

your sales leads

❖ 7 tips for successful lead follow-

up

❖ Lead follow-up strategies to

save 70% of your sales

❖ leads follow up

❖ follow up on leads

❖ follow up on your leads

❖ lead management

❖ lead scoring

❖ Free Report / PDF

❖ Free Video

❖ Educational Blog Posts

❖ Paid Ads to the Free Reports +

Educational Content

Questions

Content Headlines

Keywords

Content Types

Awareness

❖ What is marketing automation?

❖ Is marketing automation right for my

business?

❖ Isn’t this the same as my email

autoresponder?

❖ Will this replace my CRM?

❖ Does marketing automation work?

❖ What is marketing automation and

why will it matter in 2015?

❖ What is the difference between CRM

and marketing automation?

❖ 10 Marketing automation tools that

can save hundreds of hours.

❖ what is marketing automation

❖ crm for small business

❖ software for small business

❖ marketing automation tools

❖ Blog Post

❖ Infographics

❖ Free Reports

Questions

Headlines

Keywords

Content Types

Interest / Education

❖ What other marketing automation

tools exist?

❖ Is this the best marketing automation

software?

❖ Is this going to meet my specific

business needs?

❖ What other features does it have?

❖ Marketing Automation: The Greatest

Asset in your Sales Arsenal

❖ Marketing Automation for Law Firms

❖ Do you need an email marketing or

marketing automation tool?

❖ marketing automation software

❖ marketing automation tools

❖ marketing automation companies

❖ marketing automation vendors

❖ Blog Posts

❖ Infographics

❖ Video

❖ Podcast

Questions

Headlines

Keywords

Content Types

Consideration

❖ Does this replace my CRM?

❖ Will this help me to save time?

❖ Will this help me to save

money?

❖ Will this help me to make more

money?

❖ 4 ways to save time with marketing

automation

❖ How marketing automation saves you

time and money.

❖ How marketing automation boosts

lead response time.

❖ Marketing Automation: How to use

email to shorten the sales cycle.

❖ automated email marketing

❖ email marketing automation

❖ automated marketing solutions

❖ Blog Posts

❖ Case Studies

❖ Testimonials

❖ Video

Questions

Content Headlines

Keywords

Content Types

Justification

❖ How much does it cost?

❖ What is the ROI?

❖ How much better will my business

be in 6 months if I implement this?

❖ Is this the best solution?

❖ Which marketing automation

software is the best?

❖ OfficeAutoPilot vs Infusionsoft

Review

❖ MailChimp vs Infusionsoft; what to

pick and why

❖ infusionsoft vs hubspot

❖ ontraport vs act-on

❖ eloqua vs marketo

❖ infusionsoft pricing

❖ hubspot pricing

❖ charts

❖ graphics

❖ infographics

❖ ROI reports

❖ Case Studies

❖ Blog Posts

Questions

Content Headlines

Keywords

Content Types

Purchase

❖ How soon can I start using it?

❖ How many users?

❖ What are the hidden costs?

❖ Ultimate 2015 Marketing

Automation Software Pricing Guide

❖ Marketing Automation Pricing

Comparisons

❖ Marketing Automation Software

Reviews

❖ investing in marketing

automation

❖ marketing automation best

practices

❖ marketing automation price

comparison

❖ marketing automation pricing

❖ Comparison Charts

❖ Guides

❖ Free Reports

Questions

Content Headlines

Keywords

Content Types

Post-Purchase

❖ How do I get setup?

❖ When can I get started on my

training?

❖ Are there any training manuals?

❖ What are best practices?

❖ What should I do first?

❖ Marketing Automation Best

Practices Guide

❖ 37 Marketing Automation Best

Practices

❖ The Definitive Guide to Marketing

Automation

❖ marketing automation best

practices pdf

❖ getting started with marketing

automation

❖ marketing automation

implementation guide

❖ PDF

❖ User Guides

❖ Step by Step Blog Posts

❖ Video Walk Thru

Questions

Content Headlines Content Types

Keywords

Create Your Inbound Editorial Calendar

Map out Blog Content Publication for 90 Days

(5 For Each of the first 5 Stages)

Place Content On Blog First (Unless for link acquisition)

Create a LeadCapture Strategy

Pre-awareness AwarenessInterest /

Education

Consideration

(Emotional)

Justification

(Logic)

Reach Your Sales

Goals with Our

FREE Small

Business Success

Kit!

What’s Your

Marketing Score?

Download our

Marketing

Automation

Scorecard to Find

Out!

Could You Use a

FREE Marketing Plan

For Your Small

Business? Sign up

below and we will

send you three of our

top converting

marketing

automation plans

that are proven to get

more leads, save you

time, and increase

your sales!

Case Study: How

Marketing

Automation

Doubled Our

Sales in 90 Days!

Don’t waste your

time and money

on marketing

strategies that

aren’t working - be

confident in your

ROI!

Map out 5 Lead Magnets Ideas (One for Each of first 5 Stages)

Add one lead magnet to the bottom of each blog post. Match the lead magnets to the correct buying cycle stage!

Blog

Post

Call to

Action

Lead

Magnet

Email Marketing

Lead Magnet Campaign In Infusionsoft.

My 5/5/5 Strategy

1 Billion

70 Million

332 Million

300 Million

288 Million

1.39 Billion

BLOG

Content Amplification

Paid Traffic

Blg

Link Acquisition

Competitive Backlinks (LRT

Backlink analysis)

Authority Links

(Entrepreneur, Forbes,

Inc, Industry Related

Sites)

Media Mentions

(Haro,

ReporterConnect)

Sponsorships

(Paid ads)

Organizations (BBB,

Chamber of

Commerce)

Local Listings

(Yelp)

Blogs (Podcast

Interviews, Guest

Blog Posts)

Free $500 Marketing Strategy Giveaway

Marketing Strategy Session Who are you selling to? What is the buyer's journey? How can we create an effective marketing strategy to reach your target market? All of these questions and more will be explored during the initial marketing strategy session. During our 90 minute

marketing strategy session we will identify your top three target markets, map out the buyer's journey, and identify the strategy for a lead generation campaign.

60 Minute Strategy

Session

Identify Buyer

Personas

Create Buyer’s

Journey

90 Day Editorial

Calendar with Blog

Content Headlines

30 Minute Strategy

Session to Review

the Plan

Work with Nicole

Go to: http://www.startrankingnow.com/contact-us-nowto schedule a consultation!

Check out our services here: http://www.startrankingnow.com/services

Connect with me!

Facebook.com/nicolemunozfanFacebook.com/startrankingnowTwitter.com/nicolemunoz

Twitter.com/startrankingnow