integrating inbound marketing into your communications campaigns

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Presented by Jessica Lyon and Danielle Cyr Co-Communications Integrating Inbound Marketing into Your Communications Campaigns

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A presentation from #PRSAICON 2012

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  • 1.Integrating Inbound Marketing intoYour Communications CampaignsPresented byJessica Lyon and Danielle CyrCo-Communications

2. What is Inbound Marketing? 3. Not this. 4. Definitelynot this. 5. Orthis. 6. Its more likethis! DOGGY VIDEO 7. Unlike traditional push marketing, InboundMarketing pulls in audiences by offering informationthat they are already interested in, typically via ablog. Further information is often available as adownloadable incentive.Leads that download the incentives may be nurturedthrough an online marketing program that aims toconvert prospects into customers. 8. get yourviewers hooked! optimized website Downloadyour remarkable/sharable information downloadable incentives compelling calls-to-action robust blog 9. Why Businesses Should UseInbound Marketing Techniques sharing intellectual property builds trust among clients andprospects makes advertising more action-oriented generates leads for the sales team to follow-up with makes the companys website more dynamic and engaging offers real-time data to inform a nimble strategy allows companies to easily measure success 10. who should use inbound marketing what makes content compellingwhats when to drive actionaheadwhere to integrate why it works how its measured 11. Inbound marketingcosts 62% less per leadthan outboundmarketing. HubSpot 12. WHO wants to build relationships with their customers?wants to showcase their expertise in the marketplace?wants to be found online?wants to focus on tightly targeted audiences?wants to raise conversion rates?wants to close qualified leads? 13. 51% of all time on theweb is contentconsumption. AOL Neilsen 2011 14. Compelling content is... 15. custom blend calls-to-action in e-communications calls-to-action in blog posts QR Codes in tradeshow collateral dedicated landing pages for online, print andbroadcast advertising email lead nurturing campaigns for real lifecontacts web releases that link to e-books 16. Companies that blog at least 20times per month generate 5xmore traffic than those that blogonly a few times per month.- HubSpot 17. B2B companies that blog generate67% more leads per month thanthose who do not.- HubSpot 18. what works?website trafficblog article viewsincentive downloadssharing and interactionorganic search rankingsinbound linksnew leadslead activitynew clients 19. Jessica Lyon @jesslyon | [email protected] Cyr@daniellecyr | [email protected] York | Connecticutwww.cocommunications.com