Inbound Marketing

Twitter: #ActiveIM

SEO, Social Media, and Content: The Three

Musketeers of Inbound Marketing!

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• Push Vs Pull Marketing

• Pull Marketing = Inbound Marketing

SEO

Social Media

Content

• Metrics

Marketing automation to generate & nurture

Leads

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Agenda

Push Vs Pull Strategy

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Search Engine Optimization

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Outside of knowing your brand or getting referred.

Search engines is how people connect to

information online.

Search

Can customers find you?

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Having a website is not enough.

Your website maybe invisible to search engines, or you may appear like one of

millions of cookie cutter companies to Google.

Why Optimize?

Don’t be a billboard in a desert

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If you want Google to like you, give

Google want it wants.

What Google wants is for you to follow the rules and tell it what you are all

about. Google also wants to hear from everyone else what they know about

you too.

You have to optimize for Google.

Be the Smart Kid

Getting high grades with Google

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• Get found On Google

• Credible keyword oriented content that is

indexed thoroughly

• Link popularity and other offsite activities to

increase credibility

• Web site optimization, including inserting tags

and removing indexing barriers

SEO

Benefits!

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SEO

Marketing effectiveness!

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SEO effectiveness at accomplishing

various marketing objectives

Social Media

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It’s more than just Twitter.

Think beyond just Twitter, Facebook or Linked In. Social Media are Blogs,

Webinars, Podcasts, YouTube, Flicker and so much more.

Social Media

I tweet!

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Social Media’s true power is feedback.

Don’t just push out content and updates via Social Media without considering

the SOCIAL part of things. The reason why social media has become so popular is because it’s INTERACTIVE.

Social Media

I blog!

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• Increases the amount of SEO friendly content on

the web

• Generates inbound links

• Increases the number of listings in the SERP’s

• Improves the quality of your website’s traffic

• Improves search conversion rates

Social Media

Benefits!

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Social Media

I promote!

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©2011 OstermanResearch, Inc. and Quantum Leap Marketing, Inc.

Plans for the Use of Social Media for Promotion or Engagement for

events (Late 2010 to Late 2011)

Webinars

Blog

Whitepapers

Twitter Streams

LinkedIn Groups

Video –YouTube

Podcasts

Content

It’s all about content & content is

King

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Compile content that shows thought

leadership.

The Right Content

Does it matter to them?

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User Generated Content (UGC) is

mightiest of all content.

The Right Content

Doesn’t come from you

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Content

Benefits!

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• Engages the reader

• Increases search engine rankings and traffic

• Promotes the likelihood of quality links from

other sites

• Creates thought leadership & credibility

Content

Marketing effectiveness

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Content

Marketing challenge

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• You have your inbound marketing working,

now what?

Marketing Automation

» Analytics (Track & analyze visitors)

» Generate leads (Convert web visitors into leads)

» Nurture leads (Convert leads into sales ready

leads)

Metrics

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Web Site

Visits

Traditional Marketing:

Trade Shows, Ads

Email:

Blasts & Nurturing

Social Media:

Blogs, FB, LinkedIn Twitter

Search Engine Visibility

PPC, Banner Ads

Online Marketing &

Marketing Automation

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ActiveConversion:

Lead Generation

Prospect Scoring

Competitive Intel

Auto filtered for

Sales Reps

prioritization; a

self populating

call list

Click throughs are

like form fills

Fact: Only 0.5-4% of

visitors to your website

identify themselves

Follow up interested

prospects

• Fix follow-up failure

• Make campaigns buyer-centric

• Make marketing's contribution to the pipeline

measurable

Marketing Automation

Benefits!

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• Lead Generation – reverse IP lookup

• Lead Scoring – prioritization, timing

• Lead Management – M&S alignment

• Lead Nurturing – the leaky funnel

• Marketing ROI – testing and measuring

What is ActiveConversion?

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Questions?

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Jim WongInbound Marketing Specialist

ActiveConversion403-508-9889 x111

jwong@ActiveConversion.com

Jon EdgarAccount Executive

ActiveConversion403-508-9889 x118

jedgar@ActiveConversion.com

Web: www.ActiveConversion.com

Twitter: http://twitter.com/ActiveConv

Facebook: http://www.facebook.com/ActiveConv

B2B Marketing Blog: http://b2b-marketingblog.com/

Online Marketing Blog: http://blog.foundpages.com/