Inbound Marketing Get Found Online

Don GraffPrincipal, Don Graff Consultingdon@dongraffautomotive.com

Digital Dealer 8 April 21, 2010

• Create

• Optimize

• Promote

• Convert

Marketing is Changing

1950 - 2000 2000 - 2050

Outbound Marketing

Outbound Marketing is Harder

800-555-1234AnnoyingSalesperson

The Good News…

Inbound Marketing:Get Found using Google, Social Media and Blogs

Top 5 Web Marketing Book on Amazon

InboundBook.com

The Great News…

Source: survey of hundreds of businesses: HubSpot.com/ROI

“Best Things” from 2009

Source: survey of hundreds of businesses: HubSpot.com/ROI

“Worst Things” from 2009

Source: survey of hundreds of businesses: HubSpot.com/ROI

Inbound Gives Leverage

Budget vs. Brains

Questions to ask yourself...

Am I promoting my content

in social media conversations?

Am I regularly creating new share-

worthy content?

Am I optimizing my content for search and

social media?

Am I converting asmany visitors into

leads and sales as I can?

Stop thinking like amarketer or advertiser.

Start thinking like apublisher and

socializer.

Inbound Marketing Workshop

• Create

• Optimize

• Promote

• Convert

Publish Everything

• Blog• Podcast• Videos• Photos• Presentations• eBooks• News Releases

Publish Everywhere

46% of companies who blog have gotten

revenuebecause of their blog.

Source: survey of hundreds of businesses: HubSpot.com/ROI

Create Great Content by Blogging

Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

Blogging Attracts More Links

Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

Blogging Attracts More Visitors

Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

Most Business Blogs Post Weekly

Source: survey of hundreds of businesses: HubSpot.com/ROI

Blogging More Often Drives Results

Source: survey of hundreds of businesses: HubSpot.com/ROI

3 Keys to Blog Success

Biggest Blogging Mistake

“Free” URL from Blogspot or Wordpress:• YourBusiness.blogspot.com – NO!• YourBusiness.wordpress.com – NO!

• Blog. YourBusiness.com – Yes• YourBusiness.com/Blog – Yes• YourIndustryBlog.com – Yes

Blog Topic Ideas

• List of 5 ideas, trends or thoughts• Take a recent experience and share it• Answer questions you received recently• Comment on other blog articles• Turn a press release into a blog article

• Create

• Optimize

• Promote

• Convert

Inbound Marketing Workshop

Google is Judge, Jury and Executioner

HubSpot.com/cartoons

SEO = Context and Authority

Ranking Algorithm:f(n): Context + Authority

On-Page SEO (Context)

• Page Title

• Clean URL

• Headers & Content

• Description

SEO Tips from Website Grader

Lessons from 2,084,563 websites

Inbound Marketing Workshop

• Create

• Optimize

• Promote

• Convert

Social Media is the Big Party

Social Media = Cocktail Party

• Become a real member of the community

• Add value to the community– Ask and answer questions

• More effective than live cocktail parties– No boundaries of time or space– Other people can listen in easily

Build Network - Keyword Search

Search.Twitter.com

It’s NOT About You… Ever

HubSpot.com/cartoons

1,000’s of Tweets about report - Twitter drove 30% of traffic

Link-Worthy & Share-Worthy

What Gets Shared?

Rarely Shared

FrequentlyShared

• Product info• Product documentation• Company background

• New market data• Educational content• Top-notch blog posts

MARKETER

SOCIALIZER

Create an Engaging Presence

• Events• Videos• Discussions• Photos• Blog Articles

Inbound Marketing Workshop

• Create

• Optimize

• Promote

• Convert

Social Media is for Leads and Sales

Source: survey of hundreds of businesses: HubSpot.com/ROI

Traffic Source Examples

• Organic search (SEO)• Pay per click search (PPC)• Online PR coverage• Directories• Advertising• Email

Mindset of the Web Visitor

• What page did they visit first?

• What are they looking for?

• How likely are they to buy something?

Conversion Tips

Offer +Call to Action

• Value of offer• Visual design of CTA• Text on CTA• Placement of CTA• Test & experiment

Source of Visitors

Contact Forms

Offer – WIIFM?

• Whitepapers / eBooks• Research / Studies• Free Tools• Trials & Samples• NOT “Contact Us”• Value must be greater than the cost…

No Call to Action

Call to Action

• Starts with verb• Positive• Clear• Direct

Good Homepage Call to Action

Offers and Calls to Action Tips

• Offers need to have value• Use CTAs everywhere• Test to find the best CTA / offer–Offer, colors, text, size, place

• Make the next step obvious and easy

Conversion Tips

Contact Forms

• Consistent with past steps

• Simple & clear• Short forms• Test & experiment

Source of Visitors

Offer +Call to Action

Limited Navigation

Thank You!!!

Don GraffPrincipal, Don Graff Consultingdon@dongraffautomotive.com

www.dongraffautomotive.com