5 Inbound Marketing Services to Grow Your Business

Agenda

5 New Inbound Marketing Services to Grow Your Business

Speaker Introduction

Introduction to Inbound Marketing• What is Inbound Marketing• Why Inbound Marketing• Inbound Marketing vs. Outbound Marketing

5 Inbound Marketing Services• Content Strategy & Creation • Social Media Management • SEO Strategy Programs 

• Keyword Marketing• Link Building Strategies

• Marketing Intelligence• Multi-Channel Campaign Management

• Campaign Results

Q&A

Eric Jones VP, Digital Marketing R2integrated

Speakers

Jennifer Wong Marketing Manager Optify

Jennifer is a Marketing Manager at Optify focused on social media marketing, trade shows, online advertising and Optify’s customer evangelist program.

Eric is VP, Digital Marketing at R2integrated, and provides clients with senior level strategy & counsel to develop cross channel digital marketing programs.

What are you expected to do this year?

Why Inbound Marketing

Fueling sustainable growth is hard

Why Inbound Marketing

You must always feed the top of your funnel

Why Inbound Marketing

Inbound Marketing Examples

• Social Media Marketing• Blogging and content marketing• Podcasts• White papers• Infographics• Search engine optimization (SEO)• Pay per click (PPC) advertising

Why Inbound Marketing

In a down economy with scaled back marketing budgets, Inbound Marketing costs 62% less per lead than traditional

outbound marketing

Why Inbound Marketing

Must reach & engage buyers earlier than ever

How can you grow inbound leads?

Awareness Engagement Acquisition Optimization

Buyer’s Continuum

Digital Marketing Strategy

Digital Marketing strategies need to align with your organizations objectives spanning the buyers continuum.

• Awareness: drive traffic with increased relevant online searches, messaging reach, impressions, visits, online conversations and recognition

• Engagement: create engaging experiences to capture your audience utilizing an organizations digital assets and online properties

• Acquisition: capture market share through revenue, sales, leads , followers, and fans• Optimization: identify metrics to measure success and continually improve the marketing

process

Digital Marketing Strategy

5 Inbound Marketing Services

State of the Industry

5 Inbound Marketing Services

With the average cost-per-lead increasing & marketers competing for buyer attention, and the disruptive nature of the social web, standalone traditional lead-gen tactics are no longer enough.

Content Strategy & Development

Business-to-business (B2B) companies need to start looking to content marketing to boost their lead generation efforts.  

Informative, non-promotional content attracts prospects, and builds & cultivates ongoing relationships with potential buyers.

 

Key Point:

In order to deliver relevant content you must know your audience personas: What they want, when they want it & where they go to get it.

How to do this:• Talk to current customers• Social Listening for your industry keywords, competition, and organization• Keyword search results to understand how they talk about your products

Use Mixed Content formats for best results:• Videos• Blogs/Forums• Webinars & Virtual Events • Industry Related White Papers• Data-Driven Research & Case Studies• UGC/ Social Peer-to-Peer Content • E-Newsletters/Email Marketing • Owned Social Platforms (Branded) • Un-Owned Platforms on the Social Web • Podcasts

 

Expert Tip:

Recommended Maximum Content Lengths:•  Video: 2.5-7 minutes• Blog posts: 250-300 words• White papers: 4-6 pages• Case studies: 2-4 pages

Key Point:

After considering your audience and crafting informative content you must optimize the content to be socially shareable and organic search relevant.

Content Strategy & Development

If You Build It, They Will Come - If it’s Authentic

Social Media Marketing

Organic social media engagement assists in generating inbound marketing leads & amplifies your ongoing content marketing strategies.

 

Use Social Media to:

 • Act as an additional content distribution channel• Interact with your online community• Generate & nurture leads by engaging in community discussions• Establish your brand as a trusted resource • Deliver relevant and timely industry and product insights• Solicit product or company feedback• Engage as a thought leader in trending topics

Creating Community through Content

Social Media Marketing

Your community is important in so many ways. They are your:

 • Members/Users • Brand Loyalists• Critics/Advocates • Product feedback specialists• Content Generators / Curators • Link Builders• Forum participators

 

 

Social Media Marketing

 Businesses that use social media to engage with prospects have much more to gain than those who do not.

Social Media Accelerates Inbound Marketing

Social Media Marketing

Search Engine Optimization

SEO Strategy Programs

SEO essentially allows potential customers to find your content easily and more efficiently, by intersecting content with relevant keyword searches on the web.

 

Keyword Marketing• Based on your audience and industry understand what keywords your customers are using

• Write for the search engine, as well as human beings• Include headers and sub headers & make sure they are formatted as h1 and h2 etc.• Interior URLs are another great place for keywords

• Include keyword rich titles and description fields• Update your site with fresh content (search engines like it)• Designate a place for frequently updated content on your site

Keyword Strategy Programs

Link Building Strategies

Identify & Optimize• Create & manage lists of all existing links• Identify reciprocal links & weed out no follows• Focus on highest impact linking opportunities

 

Drive Relevant Traffic• Optimize anchor text of incoming links to align with your keyword strategy – i.e. Placing keywords in

the link to your site rather than company name as an example• Identify most impactful/high value links • Track linking domain to linking URL ratios

Alerts & Tracking • Set alerts for newly acquired links or when a link is lost • Identify & track changes in competitor inbound links• Optimize to increase conversions

• Users need to find content via search- come to a gate with limited form fields to access the desired info/asset

• Incorporate numerous points for lead conversion

3 Step Approach to Link Building Strategies

Correlation of Link Metrics vs. Social Signals1. What signals are Google + Bing counting?

2. How much influence do these social signals have on the results?

SEO Strategy Programs

Marketing Intelligence

Marketing Intelligence

Multi-Channel Campaign Management

Digital MCCM enables companies to identify, create & deliver effective communications to consumer segments through various online channels to drive leads & conversions

Multi-Channel Campaign Management

MCCM Results

MCCM Campaign Results

Media Type Cost of Campaign

Bounce Rate Visits Engaged

Visitors Cost Per Visitor Cost per Engaged Visitor

Engaged Visitor Rate

Organic Visitors $- 18.00% 15,925 13,696 $- $- 86.00%

Google Adwords $4,461.35 28.62% 2,628 1,988 $1.70 $2.24 75.64%

Direct Media- Local #1 $12,000.00 52.37% 1,772 756 $6.77 $15.87 42.66%

Social Community of Interest $5,298.23 70.91% 911 196 $5.82 $27.03 21.51%

Facebook $5,000.00 65.50% 986 148 $5.07 $33.82 15.50%

Ad Network - News $3,000.00 72.32% 336 76 $8.93 $39.47 22.62%

Direct Media - Local #3 $2,000.00 61.39% 101 27 $19.80 $74.07 26.73%

Ad Network - RON $5,000.00 76.59% 205 32 $24.39 $156.25 15.61%

Direct Media - Local #2 $3,600.00 94.20% 707 20 $5.09 $180.00 2.83%

MCCM: Inbound Marketing Components

Q&A

Questions & Answers