Post on 14-Jan-2015
description
Skoda Minotti Speaker Series Inbound Marketing
November 8, 2013
How It Got Started• It seemed like a good idea…• Day 1: Set up as agency • Built out the Internal Marketing Dept. 2006 - 2009
• Launched Marketing Services Group in February 2009• Sought out and added talented people
• Great added value service
• Clients started to inquire
MARKETING SERVICES OVERVIEW
What is Inbound Marketing?• Creating content that your customers &
prospects will seek out rather than pushing your message onto them
• Creating marketing content that your target audience highly values
• Making yourself and your content easy to find• Works harder and longer than traditional
outbound marketing tactics
3INBOUNDMARKETING
• Search Engine Optimization• Blogging• Social Media• Email Marketing• Calls-to-Action & Landing Pages• Analytics Measurement• Lead Tracking• Creating An Inbound Campaign
AGENDA
PAID VS. ORGANIC
Does Anyone Click On Paid Ads?• Depends on the search• People trying to buy products or services favor PPC• Questions and informational searches favor organic
PAID VS. ORGANIC
SEO - GOOGLEKEYWORD PLANNER
SEOPAGE TITLES
SEOPAGE TITLES
SEOHEADLINES
12SEOHEADLINES
META DESCRIPTIONSSEO
META DESCRIPTIONSSEO
SEO LINKS
Find New Link Partners• Partners/vendors• Trade associations• Community organizations• Local Chambers of Commerce• Better Business Bureau• College/Universities (recruiting)
LINK BUILDINGSEO
Blogging
BLOGGING
2009 Search Hits: 1,115Blogs Posted: 131
2010 Search Hits: 5,866Blogs Posted:174
2011 Search Hits: 12,712Blogs Posted: 200
2012Search Hits: 20,416Blogs Posted: 274
Blog Platform
WordPress
Blog.com
Blogger
BLOGGING
Social Media
SOCIAL MEDIAHow it Can be Leveraged• Brand awareness / building• Promote corporate news and events• Information exchange / share tips / best practices• Build subject matter experts• Drive web traffic, specifically to thought leadership entries• Listen and monitor relevant market conversation• Exclusive offers / promotions• Real-world research / customer feedback• Stay connected with customers and prospects• Recruiting / HR• Connect, network and set up meetings
SOCIAL MEDIA
Email Marketing
MARKETINGEMAIL
MARKETINGEMAIL
MARKETINGEMAIL
MARKETINGEMAIL
EMAIL SERVICE PROVIDERSFind your ESP:www.marketingsherpa.com/page/espinator
MailChimp
ExactTarget
Constant Contact
Calls-to-Action/Landing Pages Sign Up
Order Now
Download
Get Started
Read Now
Free Trial
CALL-TO-ACTION
• Capitalize on traffic you are driving with calls-to-action (CTAs) and landing pages
• CTAs drive traffic to landing pages• Landing pages convert traffic into leads
LANDING PAGESCALLS-TO-ACTION /
LANDING PAGESCALLS-TO-ACTION /
LANDING PAGESCALLS-TO-ACTION /
LANDING PAGESCALLS-TO-ACTION /
CASE STUDY
Prior to Redesign
Post Redesign
Conversion Rate (All Visitors) 2.50%
Conversion Rate (AdWords) 2.42%
Cost/Conversion (AdWords) $88.44
Importance of Calls-to-Action and Landing PagesProper use of landing pages and calls-to-action can have a significant impact on the effectiveness (and cost) of your marketing efforts. Consider the Disk Copy example before and after the CTA and landing page redesign.
6.80%
7.04%
$33.66
Analytics/Measurement
Web Analytics
ANALYTICSGOOGLE
ANALYTICSGOOGLE
Organic Search Traffic
Paid Search Traffic
REFERRING SITESANALYTICS
TOP CONTENTANALYTICS
Lead Tracking
LANDING PAGELEAD TRACKING
company.com
LEAD DETAILSLEAD TRACKING
company.com
HISTORYLEAD TRACKING
Name Pages Seen Visitors Leads Visiting From
PROSPECTSLEAD TRACKING
Match Your Offer To Your Prospect• Top of the Funnel
E-book, FAQs, How to Guide
• Middle of the Funnel Seminar, Webinar, Free Trial
• Bottom of the Funnel One-on-One Consultation
AN OFFERCREATE
Define Your Offer• “Free Trial” • Website Report Card
AN OFFERCREATE
A CONVERSION PATHCREATE
YOUR OFFERPROMOTE
Promote Your Offer• Add to webpage / blog• Share via social media• Include in regular e-communications• Public relations• Eblast• Etc.
Follow Up• Deliver offer• Implement a process for follow-up
Create a team Assign leads Assign leader to oversee that follow-up
was completed
FOLLOW-UP
Request a free website report card:www.skodaminottimarketing.com
CONTACT US
Jonathan EbensteinPartner - Strategic Marketing Services
Phone: (440) 449-6800 x7231Email: jebenstein@skodaminotti.com Website: www.skodaminottimarketing.com
Cleveland | Akron | Tampa