hugeinc.com info@hugeinc.com 45 Main Street Brooklyn, NY, 11201 (718) 625 4843

5/13/2013  Vision  for  Inbound  Marke1ng  Services    Andrew  Delamarter  Director,  Search  and  Inbound  Marke>ng  

Agenda:

1. Inbound marketing

2. Vision for Inbound services

3. Appendix –Specific Inbound

tactics

The Inbound Ring. Key concept:

The emerging ecosystem of 3rd

party services that surround core

brand assets:

The company

Core digital brand assets

The Inbound Marketing ring

Media and Advertising

User  encounters  brand  content  

Inbound  issues  drive  exit  from  customer  journey  

The essential role of the inbound ring.

An optimized inbound presence

means managing search, high-

intent media, local, social,

mobile, content, app discovery,

and analytics, holistically.

Inbound Marketer

SEM / media On-page content

Social Presence & Authority

Local Mobile

Apps / GPS G+

Marketing Cloud

Doubleclick Marin

Kenshoo

Omniture Google

Analytics

Earned

Discovery

Vision for

Inbound

Services.

Consultation services

Three complementary services.

$ Design and Build

Inbound Marketing

Services

Defines

strategy

Defines

requirements

Business Consulting

Advertising + Media

Design + Build

Inbound Services

Selling approach.

Problem:

By the time an audit of the client

inbound situation is complete ad

issues are highlighted, the

budget is not available to do

anything about it.

Solution:

Present 3 legs of service offering

at initial client discussions.

Address post-launch search and

discovery strategies at pitch.

Approach

Inbound Audit > Strategy >

Implementation Plan

•  Define the key inbound channels. •  Core web / technical SEO •  Local search •  Mobile search •  Social – LinkedIn, Pinterest, Facebook •  GPS / Dashboard devices •  Images •  Videos •  News / Bursty content •  Content Syndication •  Content Promotion •  Link building

•  Audit presence, effectiveness.

•  Highlight inbound opportunities.

Step 1: The Inbound Audit.

•  Define the desired outcome state. •  Align to the larger digital engagement:

•  Key touch points. •  Define what elements must be built into digital

ecosystem. •  Define elements that live on ‘earned’ and 3’rd-party

platforms. •  Create the roadmap.

•  Define KPIs and Objectives.

Step 2: Develop the Inbound Strategy

•  Mix of UX, technical development, social, and off-site / listing optimization work.

•  Put together the right vendors and toolsets •  Listing optimization •  Link building •  Social profile authority •  Authorship

•  Execute, track, and report.

Step 3: Implementation.

•  Most inbound / SEO efforts fail due to lack of implementation and follow-through.

•  Build, execute, and report on efforts to show high ROI.

•  Many inbound tactics are done off-site require minimal client or developer participation or access.

Don’t just strategize – Implement!

Instead of just designing the treehouse,

let’s build it too.

Selling tactics.

•  Local: Anyone with a large local presence – stores, resellers, where to buy, franchisees, agents, channel partners, businesses that support the product.

•  Mobile Optimization: Bars, restaurants, banks, etc. •  Social Authority and Promotion: Anyone in the facts, opinion,

news, or narrative content space. •  Content Marketing: Anyone with a large need for new content. •  CMS Configuration and Training: Anyone with a net new

business or site. •  Content promotion: Social media engagements, content sites,

blogs.

Who can benefit from inbound

services?.

•  Do you have a holistic inbound marketing plan that addresses search and discovery on all these new screens, devices, and contexts?

•  Do you think that promotion should be outsourced to an agency that is paid based on media spend?

•  Is the capital budget sufficient to build-in the Inbound Marketing coding and technical requirements or are they at risk of being de-scoped?

•  Can marketing help fund the capital project if they can be assured their requirements will be included?

•  Do you have an SEO firm? Are they asking these types of questions? Are they given both a strategy and a roadmap to implementation that address holistic inbound tactics?

Key probing questions to ask.

•  CEO •  CFO •  CMO •  VPs of channel sales •  VPs of retail sales •  VPs of sales •  Online Marketing VP / Director •  In-house SEO guy (if present) •  VPs of technology – if versed in marketing

Target roles for pitching unbound

services.

Concerns with using a digital agency or an in-house team: 1.  These people are exposed and will not call out own mistakes.

2.  May be too expensive.

3.  May not be at the bleeding edge of inbound thinking – the ‘Design DNA’ problem. The not “data-driven” problem.

Organizational or internal concerns: 1.  We don’t want to delay project by including marketing requirements 2.  We don’t understand emerging (biddable display, social) paid media or

the need for Content Marketing approaches.

3.  Our work is funded out of the Capital Budget – we do not have access to media budgets (expenses).

Common client sales objections.

hugeinc.com info@hugeinc.com 45 Main St. #220 Brooklyn, NY 11201 +1 718 625 4843

Appendix –

specific

inbound tactics.

•  Audits and traditional / Core web SEO •  Local / Mobile / GPS / dashboard Search Optimization •  Social Authority Building •  Content Marketing Strategy •  Training & Workflow Optimization •  CMS SEO Integration •  Content Production •  Blogger Outreach and Link Building •  Biddable Media Promotion •  Semantic Markup / APIs / Open Graph Implementation •  Inbound Marketing Project Management services

Approach: win by building-in the full

toolkit of search and discovery

tactics:

•  Core Web keyword research

•  Rankings and keyword strategy

•  On-page recommendations

•  Link recommendations

•  Technical audit

•  SEO Meta data and URLs

•  Redesign mitigation (redirects)

1. Current offering - ‘Traditional SEO.’

Keywords and

Destination URLs

Editorial plan SEM / Paid / Social

Local teams / franchises Communications

Building and distribute a master

keyword list.

2. Establish Local / Mobile / GPS

search strategy.

•  Determine local search keywords and priority •  Mobile site audit and Mobile site rankings

•  Mobile landing page optimization

•  Take bulk ownership of off-site local pages – G+, Yelp, etc. •  Bulk-optimize local store web pages for local search.

•  Bulk verify and update Name, Address, and Phone number information for business listing and GPS data providers.

•  Publish local offers, content to off-site and local / mobile landing pages.

•  Report on leads, sales, and optimize local / mobile landing pages •  Build inbound links (SEO Fuel) to local pages via business listing

aggregators.

3. Build authoritative G+ profiles for

key content creators.

Page one on Google for ‘Content

Marketing”. Gone in three days due

to lack of links.

Screen shot taken 3/8/2013 after clearing cookies and logging out of Google accounts

Social presence is no longer enough

– social profile authority is key.

Create keyword-driven editorial plan: •  Narrative content

•  Images

•  Video

Create content promotional plan (‘media’)

Work with sub-contractors and vendors on content production and publishing.

4. Create the keyword-driven content

marketing strategy.

5. Build out a keyword-driven editorial

plan.

6. Produce and distribute strategic

narrative content.

Image  source:  SkyWord.com  

Content production – articles and

images.

•  Every singe piece of evergreen content needs and image or graphic

•  Social channels need a constant stream of image-based content..

•  Create keyword-targeted images and push through earned, owned, and paid channels.

•  Report, track, optimize.

Best handled in-house on client side. •  Create video production schedule, target keywords, and

promotional plan

•  Insure production quality

•  Set up video channels and control content.

•  Build views, subscribers, and manage community.

Content production - videos

•  Train content creators on SEO / Keyword research •  Align workflow to CMS requirements

•  Align to CMS SEO functionality

•  Provide guideline documentation

•  Establish SEO quality gates and inbound publishing guidelines.

•  Incorporate search metrics into content KPIs (content metrics).

7. Train content creators and create

an optimized workflow.

•  Insure CMS functionality is maximized for search and discovery.

•  EX: Drupal SEO Plugin, SEO Plugin for WordPress •  Content syndications settings (RSS, etc.)

•  Review and implement appropriate SEO plugins

•  Incorporate SEO reporting data into content flow

•  Adjust workflows and align to SEO training for content creators.

8. Configure CMS for SEO and

Content Marketing success.

•  Content should be promoted to bloggers to encourage inbound linking via vendors like Zemanta.

•  Link building must be done carefully and show use keyword variant anchor text.

9. Link building: Increase content

visibility.

Create promotional strategy and manage media placements for high-investment content.

•  Low volume, low cost keyword-based ad buys can drive targeted engagement: ‘Luxury car pros and cons’

•  Use Google Display network, Google AdWords, Ad Exchanges •  Leverage DSPs like Relevad to cost-effectively expand the reach of

content across the web.

10. Ad network content promotion:

Biddable media and long-tail

keyword campaigns.

•  Create RSS feeds and syndicate content to networks like Outbrain or Tabula

•  Work one on one with specific websites to syndicate custom content. Often can be published at no cost.

•  Seeking Alpha for financial content. •  Post and participate to online communities

•  Reddit, etc.

11. Paid and non-paid content

syndication.