Building Your Business With Inbound Marketing
37
Growing Your Business With Content & Social Media Marketing
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18-Oct-2014 -
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Transcript of Building Your Business With Inbound Marketing
Growing Your Business With Content & Social
Media Marketing
Director of Marketing………….
@chrishvaughn
@digitalsherpas
Chris Vaughn
Did You Know:75% of US businesses still
don’t have a website?Source: US Census Bureau, 2012
Creating a New Storefront
Your Most Valuable Marketing Asset
In 2012, Sick Of Paying For Traffic and Leads, We Made a Commitment to
Content Marketing
In 2013, we published over 450 blog posts, created over 20 eBooks and hosted more
than 10 webinars
September 2012 – 2,033 Organic Visitors
March 2014 – 13,335 Organic Visitors
“The Cost of Being Wrong is Less Than the Cost of
Doing Nothing”
- Seth Godin
The Inbound Marketing Lifecycle
Thinking About Marketing In A Whole New Way
Stage 1: Discovery
Web Visitors
How Do People Find You?
• Organic Search Results• Blogging• Social Media• Paid Search & Display Advertising• Referrals (People you know)• Direct Traffic (People who know you)
Stage 2: Conversion
Leads
How Do You Capture Leads?
• eBooks• Webinars• E-mail newsletter signup• Contact Forms• Call Tracking• Other Landing Pages• Blog subscription
Stage 3: Nurturing
Customers
How Do Create New Business?
• Free Consultation• Product Demonstrations• E-Mail Nurturing• Free Trials• Samples
Stage 4: Delight
Brand Ambassadors
How Do We Create Customers Who Sell?
• Continued Education• E-Mail Nurturing• Free Upgrades or Giveaways• Community building on social media• Exceptional customer support• Testimonials on website• Referral Programs
First Time Visitors Leads
Customers
Ambassadors
Leads
Customers
Ambassadors First Time Visitors
Did You Know:4 out of 5 consumer
inquiries go unanswered on social media?
Source: Sprout Social, 2014
Using Social Media As a Tool to Generate New
Business
ENGAGEMENT TIPS
• DO ask leading and help-oriented questions like “How can we help” or “What city are you looking for an apartment in?”
• DON’T spam with a link immediately. Social consumers are SMART and will tune you out
• DO show personality and have fun. Social consumers like to know they are dealing with real people
ENGAGEMENT TIPS
• DO have resources for the consumer ready quickly when they engage. Social users have short attention spans
• DON’T reply without a link to content or a listing. This conversation is now in a selling stage
• DO ask a follow-up question with the link you provide such as “What are your requirements for the perfect apartment?”
ENGAGEMENT TIPS
• DO follow up with the consumer after an appropriate amount of time to close the service loop
• DON’T keep sending them messages until they reply.
• DO use success stories like this as case studies to show consumers how much easier your brand can make the process of apartment hunting
Meaningful Reporting to Measure All Your Efforts
http://content.digitalsherpa.com/
marketing-report
Offer For Webinar Attendees:Marketing Report Template
