3 More Classes!

They will look like this: Today: Inbound Marketing & SEO Next Week: Social Media Tools Presentations &

Relationship Marketing (plus final assignment due) Final Class: Personal Branding (Optional Class, but

please let me know if you’re coming!)

Inbound Marketing

The Marketing System

AUDIENCE

need

PROVIDER

value

convince

cultivate

connect

clutterclutter

They are in charge!They are in charge!

Need Recognitio

n

Information Search

Alternative

Evaluation

Purchase Decision

Post-purchase Evaluatio

n

ConnectConnect

ConvinceConvince

CultivateCultivate

Decision Making

Inbound Marketing Components

BloggingSEOSocial MediaLead Nurturing

Blogging

Blogging Platforms

Top 4: Blogger – owned by Google WordPress – open-source; hosted or

downloadable version Tumblr - blog meets twitter Posterous

Supporting Accounts/Tools: YouTube or Vimeo Google (Analytics) Gravatar, Feedburner Facebook, Twitter, Flickr

12 Tips for Blogging Success

1. Create an editorial calendar2. Publicize some commitments3. Include your photo and your personality4. Develop your taxonomy ahead of time

(categories, tagging, keywords)5. Have a distinct, consistent style (short vs

wordy, creative vs to-the-point).6. Get out there with your camera, now! And

remember Creative Commons.

12 Tips for Blogging Success

7. Use a variety of supporting media (video, infographics, photos, audio, etc.) but make it relevant. Use captions.

8. Don’t lose them once they are there. Let them subscribe via email and RSS. Ask for comments.

9. Reuse your content – share with other blogs.10. Be original! Don’t just recycle other people’s

content.11. Keep your eyes open. Good content comes from

many sources – not just your own head.12. They won’t laugh at you!

Making a Post

Capture inspiration when you have it – set aside a chunk of time

Don’t force it – walk away and come back to it

Get someone else to read it!Include blog and post-specific

keywordsMake promoting it part of the

publishing processCelebrate each post!

Scary, but Rewarding!

What blogs do you continuously follow?

Why do you come back?

What blogs do you continuously follow?

Why do you come back?

SEO

SEO: From Google’s Perspective

Make information accessible and useful.

“Focus on the user and all else will follow.”

“Democracy on the web works.”

SEO Ranking Factors

http://www.seomoz.org/article/search-ranking-factors#overview

SEO Ranking Factors

Is your domain a reputable brand? Search Volume, Mentions Directories/Social Media Accounts (Google Places, LinkedIn, etc.)

Keyword usage in domain nameWho’s linking to you? What is their PageRank?Quantity + Quality of links - do links include

keywords?Social Rating (Tweets, likes, etc.) of individual pagesKeyword placement on page

Page title, URL string, headings, alt text on images, repetition on page

Are people clicking when your page shows up? Google CTR + Bounce Rate

Keyword Usage

SEO Tools

Alexa.comAdwords ToolGoogle InsightsCompete.com

Google Webmaster Tools

Bing Submission

Start your SEO plan for your online publication - What keywords will you try to dominate? - What sites will you try to get a link from?

Start your SEO plan for your online publication - What keywords will you try to dominate? - What sites will you try to get a link from?

Social Media

The Usual

Facebook Pages & Groups

LinkedIn Personal & Groups & Q/A

Twitter Tweet chats/ups & Followers & Hashtags

Your Turn – There’s a lot going on out there.

1. Digg2. Delicious 3. StumbleUpon4. Hootsuite5. Bit.ly6. Ping.fm7. Klout8. Wefollow9. Socialmention10.Facebook Timeline

11.Google+ Business Pages

12.Foursquare13.Scribd14.Slideshare15.Others?

For Next Week:1. What’s it used for?2. How does it work?3. How can businesses use

it?4. Who’s doing it well?

For Next Week:1. What’s it used for?2. How does it work?3. How can businesses use

it?4. Who’s doing it well?

Reddit

Link and content sharing siteUsers promote or demoteSubreddits allow further targetingGood distribution tool

Reddit (cont’d)