Skoda Minotti Speaker Series - Inbound Marketing

Skoda Minotti Speaker Series Inbound Marketing

November 8, 2013

How It Got Started• It seemed like a good idea…• Day 1: Set up as agency • Built out the Internal Marketing Dept. 2006 - 2009

• Launched Marketing Services Group in February 2009• Sought out and added talented people

• Great added value service

• Clients started to inquire

MARKETING SERVICES OVERVIEW

What is Inbound Marketing?• Creating content that your customers &

prospects will seek out rather than pushing your message onto them

• Creating marketing content that your target audience highly values

• Making yourself and your content easy to find• Works harder and longer than traditional

outbound marketing tactics

3INBOUNDMARKETING

• Search Engine Optimization• Blogging• Social Media• Email Marketing• Calls-to-Action & Landing Pages• Analytics Measurement• Lead Tracking• Creating An Inbound Campaign

AGENDA

SearchEngine Optimization

http://party-mixx.com/

PAID VS. ORGANIC

Does Anyone Click On Paid Ads?• Depends on the search• People trying to buy products or services favor PPC• Questions and informational searches favor organic

PAID VS. ORGANIC

SEO - GOOGLEKEYWORD PLANNER

SEOPAGE TITLES

SEOHEADLINES

12SEOHEADLINES

META DESCRIPTIONSSEO

SEO LINKS

Find New Link Partners• Partners/vendors• Trade associations• Community organizations• Local Chambers of Commerce• Better Business Bureau• College/Universities (recruiting)

LINK BUILDINGSEO

Blogging

BLOGGING

2009 Search Hits: 1,115Blogs Posted: 131

2010 Search Hits: 5,866Blogs Posted:174

2011 Search Hits: 12,712Blogs Posted: 200

2012Search Hits: 20,416Blogs Posted: 274

Blog Platform

WordPress

Blog.com

Blogger

BLOGGING

Social Media

SOCIAL MEDIAHow it Can be Leveraged• Brand awareness / building• Promote corporate news and events• Information exchange / share tips / best practices• Build subject matter experts• Drive web traffic, specifically to thought leadership entries• Listen and monitor relevant market conversation• Exclusive offers / promotions• Real-world research / customer feedback• Stay connected with customers and prospects• Recruiting / HR• Connect, network and set up meetings

SOCIAL MEDIA

Email Marketing

MARKETINGEMAIL

EMAIL SERVICE PROVIDERSFind your ESP:www.marketingsherpa.com/page/espinator

MailChimp

ExactTarget

Constant Contact

http://www.marketingsherpa.com/page/espinator

Calls-to-Action/Landing Pages Sign Up

Order Now

Download

Get Started

Read Now

Free Trial

CALL-TO-ACTION

• Capitalize on traffic you are driving with calls-to-action (CTAs) and landing pages

• CTAs drive traffic to landing pages• Landing pages convert traffic into leads

LANDING PAGESCALLS-TO-ACTION /

LANDING PAGESCALLS-TO-ACTION /

CASE STUDY

Prior to Redesign

Post Redesign

Conversion Rate (All Visitors) 2.50%

Conversion Rate (AdWords) 2.42%

Cost/Conversion (AdWords) $88.44

Importance of Calls-to-Action and Landing PagesProper use of landing pages and calls-to-action can have a significant impact on the effectiveness (and cost) of your marketing efforts. Consider the Disk Copy example before and after the CTA and landing page redesign.

6.80%

7.04%

$33.66

Analytics/Measurement

Web Analytics

ANALYTICSGOOGLE

ANALYTICSGOOGLE

Organic Search Traffic

Paid Search Traffic

REFERRING SITESANALYTICS

Skoda Minotti Speaker Series - Inbound Marketing

Marketing

Transcript of Skoda Minotti Speaker Series - Inbound Marketing