Inbound MarketingDonnie R. Shelton

Overview

1. Inbound Marketing

2. Converting Prospects

3. Getting Found By Prospects

4. Making Better Decisions

5. Moving forward

Inbound Marketing

Part 1: What exactly is Inbound Marketing?

Inbound Marketing

Inbound Marketing

What do you see as the main points of the video?

Inbound Marketing

What do you see as the main points of the video?

1. Customers now have options 2. Customers are *very* opinionated 3. Customers want more than the one-hit, they expect

a relationship4. The conversation…. never stops… it happens

online

Inbound Marketing

David vs. GoliathWho knows the story and can give a 2 min version of it?

Inbound Marketing

David vs. Goliath

● There is more to the story● David was a slinger, Goliath was a ground fighter● David would have surely lost had he fought Goliath● David beat Goliath in a completely different way

What does this have to do with marketing?

Inbound Marketing

David vs. Goliath● You cannot compete with national

brands (on their turf)○ Radio / TV○ Sponsorships

● You have a tool that is just as deadly as David’s slinger at your disposal - The internet

Inbound Marketing

Need proof?

● I am not a political junkie ● In the primaries he was not known and

did not have the capital to compete with Hillary

● What did his team do? ○ Inbound - They resorted to a slinger

Inbound Marketing

Mass marketing has its limitations

● The Hopper● iTunes and the iPod, Podcasts● DVRs, Tivo● Spam filters● One-way communication is quickly

becoming obsolete

Inbound Marketing

Who moved my customers?

● Customers are still there● Are very good at blocking mass

marketing● Conversation has moved from the

mailbox to the review sites

Inbound Marketing

What exactly is Inbound Marketing?

Inbound Marketing

What is Inbound Marketing?

Def: Inbound Marketing is the process of attracting customers to your brand….. not beating them over the head to purchase your service

Prospect Conversion

What is wrong with this picture?

Prospect Conversion

What is the problem here?

Prospect Conversion

Over optimization can hurt you

1. Google is in the business of search 2. New algorithm Hummingbird actually docks

you for over-optimization 3. The days of keyword stuffing and linking are

over (those guys are smarter than that)

Prospect Conversion

What is the problem here?

Prospect Conversion

No thought of the customer1. Your Mom is impressed but what about the

customer?2. It is time to check your ego at the door (we

all know that you are the best)3. Your customer’s attention can be measured

in milliseconds, not minutes

Prospect Conversion

How to create a high-conversion site

Prospect Conversion

Step 1:

Identify a target customer and learn everything that you possibly can about him or her● Pick a market and go with it● Know more about them then that know about

themselves ● Industry research is a boon for this step in

the process

Prospect Conversion

Step 1: (Cont)

● Design your site to speak directly to him or her

● Don’t try to sell to everyone, it will not work and will result in an unfocused site

● Use pictures that are like that customer (like/like associations)

Prospect Conversion

Step 1: (Cont)● Design your site to speak directly to him or

her● Don’t try to sell to everyone, it will not work

and will result in an unfocused site● Use pictures that are like that customer

(like/like associations)

Prospect Conversion

Step 2:Identify why that customer would want to come to your site and what he or she wants to do once there● They don’t want to hear how good you are● The best place to start is an user-intent

document ● Defines exactly what someone wants

Prospect Conversion

Prospect Conversion

Prospect Conversion

Step 3:Create sales funnels that drive your customers to the desired action you want them to accomplish● Think through what specific action you want

the customer to take● Make it natural to follow that path

Prospect Conversion

Prospect Conversion

Step 4:Account for how your prospects will view your company (website, facebook, etc…) ● Avg person checks mobile device 150 times

PER DAY● Mobile have finally overtaken computers in

search

Prospect Conversion

Step 4:

Account for how your prospects will view your company (website, facebook, etc…) ● Avg person checks mobile device 150 times

PER DAY● Mobile have finally overtaken computers in

search

Prospect Conversion

Step 4: (Cont)

● Develop a responsive site (that adjusts based on device size)

● Easy to use navigation● Quick to call / contact you

Prospect Conversion

Prospect Conversion

Step 5:Look at behavior, rinse and repeat● Marketing is about learning● The more you learn the more you will be

able to dial your strategy in● You can setup goals for each step of your

marketing funnels (and improve them)

Getting Found

Part 2: Getting found by prospects

Getting Found

How much does it cost you to be on the 2nd page of Google?

Getting Found

How much does it cost you to be on the 2nd page of Google?Slingshot Traffic Study: ● #1 position - 18.2% of clicks ● #2 position - 10.1% of clicks ● #3 position - 7.2% of clicks ● All other < 2% ● 53.32% never leave the 1st page

Getting Found

How much does it cost you to be on the 2nd page of Google?Example:● 4000 potential customers● Avg rev per customer is $500● If you get the click, you close the sale

Getting Found

How much does it cost you to be on the 2nd page of Google?That means of the 4000 customers: ● 728 will click the #1 position● 404 will click the #2 position ● 288 will click the #3 position**Of the 4000, 980 will go to the top 3 slots

Getting Found

What does that mean in dollars?Companies in the top 3 listings: ● Earn $490,000 MORE than their

competitors

Companies that appear on the 1st page: ● Earn $1,046,400 MORE than their

competitors

Getting Found

How do you get found by customers?

Getting Found

How do you create a site that is a marketing machine?

Getting Found

What is this (no matter how pretty it is)?

Getting Found

Step 1: Create a REASON for customers to what to find you in the first place● Stand out in your marketplace as the leader ● Bring something unique and very niche● Focus is paramount as part of this process

Getting Found

Create a REASON for customers to what to find you in the first placeHow did we do this at Triangle Pest? ● Same day service ● Money back guarantee ● No cancellations fees

Getting Found

Do you think it is important to know how something works before trying it?

Getting Found

Step 2: Understand how the basic Google algorithm really works● Google is in the search business ● Rank is determined by 2 factors

○ Relevance ○ Authority

Getting Found

Step 2: (Cont)● You may not use this information directly ● Very helpful to know when evaluating SEO

strategies and content

Getting Found

Getting Found

Step 3: Understand how paid vs. organic results work● Paid search is Google’s #1 revenue

generator● Paid search is good for only one click● Organic results pay you dividends over a

lifetime (and they are free!!)

Getting Found

Who can finish this business axiom

In business, ________ is king!!

Getting Found

Who can finish this inbound axiom

In inbound marketing, ________ is king!!

Getting Found

Step 4: Get serious about content (Google is)● Your goal is to be viewed as the local expert● Content should be rolling out of your

company at least weekly ● Don’t hire someone outside of the industry

that does not understand your business ● DO NOT COPY CONTENT…. EVER!!

Getting Found

Step 4: (Cont)

Start a blog and start attracting links● This is very simple to do● You can repurpose your content to attract more links ● Don’t worry about giving away information. You want

the link to be on the page. Most people will call you (once they believe you)

Getting Found

Which company would you buy from?

Getting Found

Step 5: Build a system that boosts your local search performance● Reviews & Mobile play a huge role in your

rankings ● NAP information must be consistent across

multiple mediums ● Do not use call tracking numbers on local

Getting Found

Step 5: (Cont)Build a system that boosts your local search performance● Get addresses in your local markets ● GPS personalizes results● The 340k Raleigh Branch decision

Getting Found

Step 6:

SEO your current website (this is the easy part)Code your website properly● Robots crawl your site (not a human)● Proper title tags ● Proper use of H1 and H2 tags ● Proper annotations and snippets

Getting Found

Step 7:

Make Social Media a priority ● Social media is a dog● It does not generate many calls ● Google now uses social media as a ranking

factor

Getting Found

Step 8: Place 75% of your focus OFF of your website● Your goal is to create a network of sites that

point back to yours ● Remember “Authority”

Marketing DecisionsImagine driving down a dark country road at night

Now imagine, turning off the lights

How would you feel? Would you be comfortable?

Getting Found

Make use of tracking tools to measure your successWhat gets measured gets done…

Getting Found

Google Analytics

● The price is right (it’s free) ● You can get just about any stat you can think

of from the tool● You can setup goals to measure how well

you are doing

Getting Found

Hubspot’s Marketing Grader

● Grades your site based on a number of factors (social, inbound links, etc…)

● Shows you how you are doing as compared to your competition

How RGA Can HelpOne of my favorite quotes: “Opportunity is missed by most people because it is dressed in overalls and looks like work.” --Thomas Edison

How RGA can help

How do you measure how efficient and effective your marketing is?

How RGA can help

How do you measure how efficient and effective your marketing is?

● Lead Volume - How many leads? ● Cost Per Lead - How much did it cost? ● Cost Per Sale - Can I convert them?

How RGA can help

Inbound Marketing Works

How RGA can help

Inbound Marketing Works

How RGA can help

Inbound Marketing Works

How RGA can help

Inbound Marketing Works

How RGA can help

Real Green Analytics● We focus exclusively on Lawn Care and

Pest Control● Founders have successfully operated in

the marketing space● We know the trenches for the industry

(what works and what does not)

How RGA can help

LeadBuilder™ Program ● Inbound Marketing Program ● Local Marketing ● Social Media ● Blogging / Content Marketing ● Customer Focus Websites● Multiple levels based on your needs

How RGA can help

How you can get a FREE website analysis● Leave your business card with us ● Place the letter “A” on the back● A member of our staff will contact you to

review the results of our analysis● No strings attached

Donnie SheltonEmail : donnie.shelton@rganalytics.com

Phone: (919) 481-2895

Website: www.rganalytics.com

Blog: http://www.rganalytics.com/blog

LinkedIn: http://lnkd.in/UNePrS

Twitter: @donnieray3

Facebook: https://www.facebook.com/donnie.r.shelton