Inbound marketing (1)
description
Transcript of Inbound marketing (1)
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Inbound Marketing Overview
Conor BoyceEarlytoe.comFebruary 2013
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Contents
• Digital migration• Outbound to Inbound Marketing• Inbound Definition• Role of Content Marketing• Step 1:Driving traffic to website• Step 2: Online Lead Generation• Step 3:Converting Leads to Sales• Step4: Analyse and Measure• ROI
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“If you always do what you always did, you will always get what you always got”Henry Ford
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Modern Marketing Facts
Migration to the web enabled society is relentless
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People are becoming digitally connected 24/7
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Effects of digital disruption are all around
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Consumer buying habits are changing
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Global Internet Usage
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Did you know that ……
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The average US internet user..
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One third of US consumers…
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The growth of social networking…
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90 million tweets per day…
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Growth of popularity of blogs
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Showrooming
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Mobile commerce on the rise
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Outbound to Inbound
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Buying habits are changing
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“Internet has turned what used to be a controlled one way message into a real time dialogue with millions”(Future of Advertising Fast Company 2010)
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Two types of marketing
Outbound - interrupt Inbound - attract
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Inbound v Outbound
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Inbound – get found, convert, analyse
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What is inbound marketing?Inbound Marketing is a marketing strategy where businesses implement tactics to ‘get found’ online by customers.
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Inbound Marketing involves creating and providing valuable content for your customers, promoting your remarkable content, building customer relationships, and overall ‘pulling’ the customer toward you
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Inbound Marketing Strategies
• Create Brand Awareness
• Improve search Engine Optimisation
• Create Thought Leadership
• Develop Valuable Customer relationships
• Establish Credibility
• Build Trustworthy reputations
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Inbound Marketing is to digital as..Messi is to Barca
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The Inbound process manages Digital Traffic !
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Inbound methodology makes things work together!
with ease and harmony
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Inbound Marketing Funnel
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A Process not tactics…..
• Inbound marketing is like a puzzle – but not because it’s confusing. It’s a puzzle in the sense that it’s made up of many pieces. Pieces that should not stand on their own, but when put together, make total sense.
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No quick fixes….
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Website is the Hub of all online activities..
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It’s your online store…
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Step 1: How to Get Found = Driving Traffic to Website
• Create Remarkable content
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Optimise the content for Social Sharing…
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Responsive Design
• Optimised for all screen sizes and devices
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Content creation is the keystone of Inbound Marketing
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In the digital world….. content
Generates momentum
Grows your Digital real estate
Adds value to your assets
Drive’s ROI
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Content marketing is about……
Traffic generation
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70% of clicks are organic (not paid)
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Search Engine Optimisation
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Content creation
• Inbound marketing starts with blogging. A blog is the single best way to attract new visitors to your website. Blogging is not the answer to a lazy man’s dreams.
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Blogging
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It pays to blog….
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Frequent blogging = more customers
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Why Blogging?
• Each page on a website is an opportunity to rank for a keyword or phrase. More pages means more chances to rank – enter the magic of content creation.
• Blogging is a content foundation that helps you create email newsletters, SEO-friendly website content, social media, and other marketing initiatives with less effort
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Why Blogging?
• Blogging is the only online marketing initiative that creates its own by-products.
• Search engines are trying to create the ultimate search experience and their search algorithms put a very heavy bias on websites that produce quality content.
• Companies that blog 15 or more times per month get 5X more traffic than companies that don't blog at all.
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Impact of monthly blog articles
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A blog is essential for any online business
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Point Being …….
• If a blog gets posted in the forest, will anyone read it?
• Calories get spent creating keyword rich blog content and its impact on search engine traffic will be severely impeded if links to those articles are not shared on social media.
• Building “sharing” functionality into your content (like a “Tweet This” button) will allow others to share what they just read with their followers by simply clicking.
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Social lives at the top of the funnel
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Discovery prior to interest
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Social sharing and SEO
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Step 2: What’s happens to website traffic?
• Online lead GenerationConversion tactics
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Conversion Tools
Premium contentOffers.Landing PagesCalls To Action
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How does traffic translate into leads…
• Leads are generated by making top level content offers and landing pages!
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Content offers
Research
Who is the your ideal customer(s)
andWhat information is of value to them ?
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But……
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Good examples … Genoo
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Genoo
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Step 3: Convert leads to customers
Turning Leads To customer requires……..Targeted Content
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Develop Buyer persona
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Content delivery funnel
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Follow up on leads….
A human or a machine
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Lead Nurturing..
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Help that lead along the way
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Step 4: Analyse and Measure
Digital Footprint means almost full traceability
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If you don’t……
Things go wrong!
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No hiding place anymore…..
Every campaign can be measured and ROI determined!
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Digital Footprint means…….
We know everything.Marketing has never been easier.
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What are the key metrics….
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To be Measured…
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Analyse
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Closing the Loop: Measuring ROI
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Marketing Automation and Technology
Does the heavy lifting for Inbound Marketing