Don Graff Automotive inbound marketing workshop

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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

Page 1: Don Graff Automotive inbound marketing workshop

Inbound Marketing Get Found Online

Don GraffPrincipal, Don Graff [email protected]

Digital Dealer 8 April 21, 2010

• Create

• Optimize

• Promote

• Convert

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Marketing is Changing

1950 - 2000 2000 - 2050

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Outbound Marketing

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Outbound Marketing is Harder

800-555-1234AnnoyingSalesperson

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The Good News…

Inbound Marketing:Get Found using Google, Social Media and Blogs

Top 5 Web Marketing Book on Amazon

InboundBook.com

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The Great News…

Source: survey of hundreds of businesses: HubSpot.com/ROI

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“Best Things” from 2009

Source: survey of hundreds of businesses: HubSpot.com/ROI

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“Worst Things” from 2009

Source: survey of hundreds of businesses: HubSpot.com/ROI

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Inbound Gives Leverage

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Budget vs. Brains

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Questions to ask yourself...

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Am I promoting my content

in social media conversations?

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Am I regularly creating new share-

worthy content?

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Am I optimizing my content for search and

social media?

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Am I converting asmany visitors into

leads and sales as I can?

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Stop thinking like amarketer or advertiser.

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Start thinking like apublisher and

socializer.

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Inbound Marketing Workshop

• Create

• Optimize

• Promote

• Convert

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Publish Everything

• Blog• Podcast• Videos• Photos• Presentations• eBooks• News Releases

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Publish Everywhere

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46% of companies who blog have gotten

revenuebecause of their blog.

Source: survey of hundreds of businesses: HubSpot.com/ROI

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Create Great Content by Blogging

Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

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Blogging Attracts More Links

Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

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Blogging Attracts More Visitors

Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

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Most Business Blogs Post Weekly

Source: survey of hundreds of businesses: HubSpot.com/ROI

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Blogging More Often Drives Results

Source: survey of hundreds of businesses: HubSpot.com/ROI

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3 Keys to Blog Success

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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

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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

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• Create

• Optimize

• Promote

• Convert

Inbound Marketing Workshop

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Google is Judge, Jury and Executioner

HubSpot.com/cartoons

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SEO = Context and Authority

Ranking Algorithm:f(n): Context + Authority

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On-Page SEO (Context)

• Page Title

• Clean URL

• Headers & Content

• Description

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SEO Tips from Website Grader

Lessons from 2,084,563 websites

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Inbound Marketing Workshop

• Create

• Optimize

• Promote

• Convert

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Social Media is the Big Party

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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

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Build Network - Keyword Search

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Search.Twitter.com

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It’s NOT About You… Ever

HubSpot.com/cartoons

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1,000’s of Tweets about report - Twitter drove 30% of traffic

Link-Worthy & Share-Worthy

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What Gets Shared?

Rarely Shared

FrequentlyShared

• Product info• Product documentation• Company background

• New market data• Educational content• Top-notch blog posts

MARKETER

SOCIALIZER

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Create an Engaging Presence

• Events• Videos• Discussions• Photos• Blog Articles

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Inbound Marketing Workshop

• Create

• Optimize

• Promote

• Convert

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Social Media is for Leads and Sales

Source: survey of hundreds of businesses: HubSpot.com/ROI

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Traffic Source Examples

• Organic search (SEO)• Pay per click search (PPC)• Online PR coverage• Directories• Advertising• Email

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Mindset of the Web Visitor

• What page did they visit first?

• What are they looking for?

• How likely are they to buy something?

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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

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Offer – WIIFM?

• Whitepapers / eBooks• Research / Studies• Free Tools• Trials & Samples• NOT “Contact Us”• Value must be greater than the cost…

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No Call to Action

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Call to Action

• Starts with verb• Positive• Clear• Direct

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Good Homepage Call to Action

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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

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Conversion Tips

Contact Forms

• Consistent with past steps

• Simple & clear• Short forms• Test & experiment

Source of Visitors

Offer +Call to Action

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Limited Navigation

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Thank You!!!

Don GraffPrincipal, Don Graff [email protected]

www.dongraffautomotive.com