Don Graff Automotive Inbound Marketing Workshop Version Bb
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Inbound Marketing Get Found Online Don Graff Principal, Don Graff Consulting [email protected] Digital Dealer 8 April 21, 2010 • Create • Optimize • Promote • Convert
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Don Graff Automotive\'s Inbound cross-functional Marketing services take your dealerships Internet, Business Development and new social media exposure to higher levels. Executing your dealerships plan making your brand more profitable is the Don Graff Automotive mission.
Transcript of Don Graff Automotive Inbound Marketing Workshop Version Bb
Inbound Marketing Get Found Online
Don GraffPrincipal, Don Graff [email protected]
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
