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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Using Inbound Marketing to Build BusinessMatt Sullivan and Jason Pinto
Grow SociallyWebinarTuesday, July 24th, 2012
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Housekeeping Notes
• Recording Will Be Sent Via Email
• Submit Any Questions or Problems
• Connect with us: @JasonPinto @Matt_Sully @GrowSocially
#GSWebinar
• P.S. Thank you for joining us!
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Today’s Overview
• Brief Introductions
• The Marketing Landscape
• How You Can Find Social Media Success
• Your Website: From a Static Brochure to a Sales Tool
• SEO: Getting Found to Make Sales
• Final Thoughts and Questions
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Brief Introductions
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Introduction: Our Companies
► Grow Socially► Online Marketing/Social Media► Plan, Manage, Execute and Measure
► interlinkONE► Enterprise Marketing Management Software► Online Ordering, Inventory Management, Fulfillment
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Introductions: Who We Are
• Jason Pinto– @JasonPinto– jasonp@interlinkONE.com
• Matt Sullivan– @Matt_Sully– MattS@GrowSocially.com
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
The Marketing Landscape
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Marketing Used to Be “Easier”!
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Online Marketing Statistics
900 Million Users on Facebook
NOTE: As of July 2012: http://www.mediabistro.com/alltwitter/social-media-users_b22556
400 Million Tweets Sent Per Day
72+ Hours of Video Uploaded every minute
170 million users
12 million users… and it’s addictive!
50 million users… and sold for $1 billion!
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
By the Numbers: Google
• 34,000 searches per second• 2 million per minute• 121 million per hour• 3 billion per day• 88 billion per month
Source: http://searchengineland.com
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
What is Inbound Marketing?
http://en.wikipedia.org/wiki/Inbound_marketing
“Inbound marketing is a marketing strategy that focuses on attracting prospective customers by offering useful information.”
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Inbound Goal: Drive INQUIRIES!
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
How YOU Can FindSocial Media Success
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
How do you view Social Media?
• Community• Conversation• Networking• Marketing• Relationships• Customer Service• Immediate Information• Platform
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Get Noticed
Integrated Multi-Channel MarketingAction - Publish - Engage - Converse - Share -
Social Media - Blogging - Analytics - Content Mgmt - SEO
Start with MKTG Plan
Product?Service?Asset?
Optimize / Social FriendlyeNewsletter Sign-Ups
White PapersOffersEmailsPollsBlogs
Landing Pages
Engage and
Nurture
Engage and
Nurture
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Plan! Strategy before Tactics!
Step 1: Describe the Business, Service, Solution
Step 2: Business, Service, Solution Goal
Step 3: Where Is the Audience Cyclically?
Step 4: How Does the Audience Use Social Media?
Step 5: The One Thing
Step 6: How Will You Humanize the Brand
Step 7: Content Resource and Distribution Strategy
Step 8: How Will You Measure Success?
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
More than a PR service! Focus on Conversations
• Twitter– Hashtags– Retweets– Twitter Chats
• Facebook:– Questions/Polls– Invite Comments!
• LinkedIn– Groups– Discussions
• Blog
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Social Reach / Viral Marketing
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
How to Measure Success?
• How many – Downloads– eNewsletter Sign-Ups– Blog Comments– Questions– Shared Links– Re-Tweets– Followers– Site Traffic
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Next… Specific Business Building Tips
• LinkedIn• Facebook• Twitter• YouTube• Foursquare• Pinterest
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
LinkedIn Tip: Update your Status Daily!
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
LinkedIn Tip: Complete Your Profile
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
LinkedIn: Company Page
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
LinkedIn: Answers Feature
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Facebook: Don’t Ignore Above the Fold!
Creating a page simply involves:
• Logo• Name• Content
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Facebook: Post a Variety of Content
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Facebook Advertisements Can Work!
Target Facebook Usersto Reach Your Target Audience!
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Twitter: Personal and Company Profiles
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Twitter: Advanced Search Feature
https://twitter.com/search-advanced
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Tip: FollowerWonk.com to Find People
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
YouTube: Tips for Success
• Feature variety of employees, mix up the tone
• Experiment with different backdrops, scenes, etc.
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Foursquare: Location-Based Marketing
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Pinterest: Buzz-worthy or Goal-Achiever?
• Visually tell the story of your brand!
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Don’t Forget! Align Tactics with Goals
Tactic Goal Key StepsFacebook Fan page Increase awareness of
services, generate leadsPost once a day; Custom Tab for demo registration
Twitter company page Become a thought leader, provide support
Post multiple times daily; share marketing-related news; active listening
YouTube Profile Humanize brand; create demand
Film weekly video of employee(s); create screencasts of customer successes
Pinterest Drive website traffic! Create boards to highlight portfolio work
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Your Website: From a Static Brochure to a Sales Tool
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Problem with Many Websites Today
• They are not updated frequently enough.
• The graphics, product & services listings, and text do not accurately reflect a brand’s mission statement.
• They are not generating leads.
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Remember: The Website is Home Base!
Integrating content creation, distribution, customer engagement, and measurement of your marketing efforts
can increase campaign effectiveness.
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Website Review: Online Marketing Audit
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Step 1: Your Target Audience
• What benefits them?
– It’s not your equipment.
– It’s the solutions & value that your people and equipment provide
– Make changes to pictures, front-facing content, benefit listings.
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Step 2: The Change Process
• What is the Process for Making Changes & Adding Content?
• Do you always need IT (in-house or outsourced) involvement?
• If so, consider making a change – CMS, different host provider.
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Step 3: Lead Generation
• How many leads does your website today?
• If it’s not enough, embed more lead-generation forms!
• Add calls-to-action to all pages!
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Step 4: Mobile Optimized
• Do visitors have to tap, zoom, scroll?
• Is there Flash?
• How long is loading time?
• Build a mobile website today!
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
SEO:Getting Found to Make Sales
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
What is Search Engine Optimization?
• Getting found!
• Using specified keywords
• Consistently updating your content
• Using links to and from other pages and websites
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Keyword Usage
• Build a well-researched list of keywords
• Incorporate in your content:– Page Titles (H1, H2 tags)– Website copy– Meta description– Image Names (Alt tags)
• Use throughout all content distribution
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Use Google Analytics to Understand Impact
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Content Rules!
• Google rewards fresh content --- update your website regularly!
• Create & provide content that informs, helps, and interests your audience!
• Best way to do this: start blogging.
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Inbound Links
• You want: inbound links from high-authority sites (trusted, popular, PR, etc.) with relevant content.
• How do you get them?– Create share-worthy & timely content!– Ask! Link-exchange– Comment on other blogs– Increase PR strategy and efforts
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
• Humanizing• Improves SEO
– Keywords– Links – Updated Information
• Give Expertise• Updates on Company
Activities• Sharing Information
Blogs: Crucial to SEO Success
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Be Ready for Mobile Search with a Mobile Site!
• Create a mobile website that is automatically presented to the growing number of smartphone owners!
• Tip: http://iFlyMobi.com!!!
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Measuring Your Success Tools: Google Analytics Social Media
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Final Thoughts and Questions
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Success Depends on All of These Items!
Expo Event8AM-6PM
Send out flyers to clients
Announce on website
Email eNewsletter (Announce)
Tell colleagues you’re attending
Send thank you cards
Enter new contacts in Excel
Mail -Monthly Newsletter
This Takes Planning: Calendar #1
Expo Event8AM-6PM
Send out flyers to clients
Announce on website
Email eNewsletter (Announce)
Tell colleagues you’re attending
Send thank you cards
Enter new contacts in Excel
Mail -Monthly Newsletter
Create Post, Link back to website
Announce on &
Comment on event’s page
Connect with Keynote Speakers on
Join in on event’s hashtag
Share speaking presentation on
Friend new contacts on
Share event article on
Share event article on
Announce booth # with video post
Follow-Up with Post & Post Pictures
This Takes Planning: Calendar #2
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
COMPANY WEBSITE
Social Media
SEO
DM/Flyer
Links
Other
Inbound and Outbound MarketingWork Together
Whitepapers,eBooks
Downloads
eNewsletter Sign-Ups
Comments & Questions on
Blog
Info/Inquiries
Webinar Sign-Ups
100 Visitors
2000 Visitors
800 Visitors
3500 Visitors
CRM
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Wrap Up
• Start with a Plan• Create a Online Marketing
Strategy• Incorporate Your Social
Media, SEO and Website
• Measure the Results!
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Resources for You
► Free White Paper on Inbound Marketing!► http://InboundMarketingWhitePaper.com
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Grow Socially Service Offerings
Strategic Marketing Planning Branding Consultation
• Three options for new look and feel
• Messaging and Positioning• Incorporate into all
marketing channels
• Phased Approach• Due Diligence• Create Road Map• Deliverable is a two year
plan including resource projections
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Grow Socially Services
Social Media Marketing Website Consulting & Design
Consulting Search Engine Optimization
• Management• Planning• Analytics
• Strategic Marketing Plans• Business Plans• Ad Campaigns• Social Media Audits
• Analytics• Functionality• Engaging
• SEO Grader• Improve Keywords• Increase Organically
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
More Resources for You
► http://GrowSocially.com
► http://interlinkONE.com
► http://iFlyMobi.com
► http://Twitter.com/GrowSocially
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Contact Grow Socially
► MattS@GrowSocially.com
► Sales@GrowSocially.com
► 1.800.948.0113
► Twitter.com/GrowSocially
Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Have a great afternoon.
THANK You!