ocala vistage presentation - 352 inc., 5/7/14

@352inc352inc.com

@352inc352inc.com

Creating an Online Sales EngineHow Inbound Marketing Can Improve your Brand & Bottom Line

Presented by Peter VanRysdamFounding Partner, 352 Inc.

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Topics to Cover:• Moving from outbound to inbound marketing

• Positioning your organization as a thought leader through content marketing

• How to get the most from social media

• Using marketing automation tools

• How to effectively make your website the center of your marketing efforts

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Outbound vs. Inbound Marketing

Source: http://www.baekdal.com/articles/management/market-of-information/

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Outbound vs. Inbound MarketingOutbound: Inbound:

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Source: http://www.baekdal.com/articles/management/market-of-information/

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Outbound vs. Inbound Marketing• Examples of Outbound:

• Billboards, TV, Radio, print, Online display advertising

• Examples of Inbound:

• Thought leadership: Blogs, podcasts, video, eBooks, newsletters, whitepapers, SEO, SMM, Content Marketing, speaking

• Earned versus paid

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Outbound vs. Inbound Marketing• Broadcasting versus interacting

• Social Media platforms have leveled the playing field for a small brand’s reach vs. cost

• Larger brands have capabilities to provide more of a personal touch

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Repurposing Content

Inbound Examples

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Blogging Best PracticesWho should Blog?

• The More the Merrier

• Set Roles (& Stick to Them!)

• Stay on Point (Focus = Status and Rankings)

• Have a personality (blogging versus corporate communications)

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Who Should Blog?

Blogging Best Practices

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Blogging Best PracticesComing up with Good Content• Editorials versus Press Releases• Reactions to Industry News• Links to Articles• Product Reviews, Demos• Embed Videos and Other Visuals

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Blogging Best PracticesEncouraging Interaction• Participate on others’ blogs

CommentsReprints (with permission)Reaction PiecesGuest Blogging

•Solicit Feedback

Ask QuestionsUse Polls/SurveysTurn Questions Into New Posts

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Blogging Best PracticesPromoting your Blog• Add URL to Email Sig, Business Cards

• Include Blog Posts in e-Newsletter

• Setup Auto Integrations with Social Networks

• RSS Feed on Website

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Blogging Best PracticesSEO Tips• Blog Domain• Writing Strong, Relevant Titles• Building Links• Blogging Frequency

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Writing Strong, Relevant Titles


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Blogging Best PracticesMeasurement • Inbound Links• Analytics Software• Social Impact• RSS/Subscribers• RefID Tracking

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Measurement


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Blogging Best PracticesMeasurement • Inbound Links• Analytics Software• Social Impact• RSS/Subscribers• RefID Tracking

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Social Media Marketing• Marketing Myopia• Best Practices• Measuring ROI

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Social Media MarketingMarketing Myopia

• “The vision of most businesses is too constricted by the narrow understanding of what business they are in.”

– Theodore Levitt, Harvard Business

Review 1960

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Social Media MarketingMarketing Myopia• Railroads fall from dominance by not

positioning themselves as transportation companies

• Oil companies rebranding as energy companies

• Today’s Music industry, Newspapers?

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Social Media MarketingMarketing Myopia• What new channels are available to distribute

my brand (not just my product)?

• Don’t treat the new channels like the old – tailor your message

• Don’t simply copy social media success stories – help the medium evolve

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Social Media MarketingDell Avoids Myopia:•Dell starts as “PC’s Limited,” a computer OEM w/ print ads

• Evolved to “Dell Inc,” a tech company offering TV’s, etc

• Expands to retail sector

•Offers time sensitive specials, ideal for twitter users

• Recently eclipsed $3m in sales directly attributed to Twitter promotions in 2010 alone

•Over 1.4mm followers to date

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Just because you’re using social doesn’t mean you’re doing inbound

Broadcasting vs. Interacting

Transparent

ProactiveActive

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Click icon to add picture

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The Obstacles of Social• Backlash for impersonal responses

• Mistakes are magnified

• There is no delete button

• Interns vs. Employees

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The Obstacles of Social


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Justifying the Investment

Measuring Social

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Social Media Marketing• Nice to see – followers (passive), fans (active)• Important to see – KPIs, engagement

statistics, funnels• Mission Critical – Direct conversions

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Nice to See…Not ROI

Measuring Social

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Important to See…Still Not ROI

Measuring Social

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Important to See…Still Not ROI

Measuring Social

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Mission Critical - ROI

Measuring Social

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Marketing Automation• Personalized User Experience

• Learn User Behavior

• Easily Manage ROI

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Personalized User Experience

Marketing Automation

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Easily Manage ROI


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Learn User Behavior


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Easily Manage ROI


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Website Usability

• Overall Principles

• Calls to Action

• Forms

• User Testing

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Overall Principles

Website Usability


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Calls to Action

Website Usability

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Forms

Website Usability

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User Testing

Website Usability

https://www.usertesting.com/highlight_reels/eWxxFniTJAxAsK1tzFBv

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Thank You

Peter352

ocala vistage presentation - 352 inc., 5/7/14

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