Evolving eCommerce:The Magento eCommerce Forum

INBOUND MARKETING:DEFINING YOUR ONLINE STRATEGY

TO GENERATE MORE BUSINESSSEPTEMBER 2012

September 2012 2

YOUR HOST & PANELIST

Ethan GiffinCEO

Groove Commerce

Panelist

Mack McGeeVP Sales & Marketing

Groove Commerce

Host

Webinar | Magento SEOWebinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business

3September 2012

ABOUT GROOVE COMMERCE

Our goal is to bridge the gap between marketing and technology and deliver a user-friendly, high converting product to each one of our clients.

Services include:• Website Design

• Magento Development & Integration

• Inbound Marketing Services

• Social Media Marketing

• Pay Per Click Management

• Search Engine Optimization

• Email Marketing

• Site Analysis

• Conversion Consulting

www.groovecommerce.com 800.564.9826@GrooveCommerce

Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business

Why Magento?

Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 4September 2012

POLL #1

• What is Inbound Marketing?

• How Customer Behavior has Changed

• The Elements of Inbound

• Creating the Blueprint

• Q&A

September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 5

TODAY’S AGENDA

September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 6

Outbound Marketing = Where businesses push their outbound messages at consumers. Techniques include direct mail, telemarketing, radio and trade shows

September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 7

Inbound Marketing = A set of marketing strategies and techniques focused on pulling relevant prospects and customers towards a business and its products.

September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 8

Blogging?

Facebook?Twitter?

Pinterest?LinkedIn?

All the Stuff You’re Told to Do –But Why?

September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 9

But Why?

September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 10

• Most people know WHAT they do

• Some even know HOW they do it

• Very few know WHY they do it

-Simon Sinek“Start with Why”

September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 11

THE GOLDEN CIRCLE

Why Magento?

Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 12September 2012

SO HOW HAS CUSTOMERBEHAVIOR CHANGED?

AKA “THE WHY”

13

78% of Internet users conduct product research online.

14SOURCE: COMSCORE, AUGUST 2010

10.3 Billion

searches are conducted every month on Google.

15SOURCE: THE MEDIA AUDIT, OCTOBER 2010

1/3of US consumers spend three or more hours online every day.

SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010

SOCIAL NETWORKS/BLOGS ONLINE GAMES

EMAIL PORTALS VIDEOS/MOVIES

= 1 MINUTE

US Internet users spend 3x more minutes on blogs

& social networks than on email.

70% of the links search users

click on are organic—not paid.

SOURCE: MARKETING SHERPA, FEBRUARY 6, 2007

18

Companies that blog get

website visitors.

SOURCE: HUBSPOT, 2010

55% more

19

57% of businesses have acquired a customer through their company blog.

SOURCE: HUBSPOT, 2011

20SOURCE: HUBSPOT, 2011

67%of B2C companies and 41% of B2B companies

have acquired a customer through Facebook.

42%of companies have acquired

a customer through Twitter.

SOURCE: HUBSPOT, 2011

Why Magento?

Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 22September 2012

POLL #2

Why Magento?

Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 23September 2012

THE ELEMENTSOF INBOUND

September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 24

ELEMENTS OF INBOUND

InboundMarketin

g

Blogging & ContentStrategy

PublicRelations

Search Engine

Optimization

Pay Per Click

Social Media

Conversion Optimization

Email Nurturing

September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 25

INBOUND SALES FUNNEL

September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 26

BREAKING DOWN THE FUNNEL

Top of the Funnel(TOFU)

BloggingSearch Engine

OptimizationPay Per Click Social Media

Middle of the Funnel

(MOFU)

Offers & Calls to Action

Conversion Optimization

Email Nurturing

Bottom of the Funnel

(BOFU)Analytics Hubspot

September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 27

BLOGGING – FREQUENCY WINS

September 2012 28

SOCIAL MEDIA

• Connect with your most loyal customers• Customer service opportunities• Additional channel for promotions and

events• Increase traffic to your site• SEO benefits

Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business

Increase conversion rates by:• Testing changes in copy, layout, & usability• Making easy for visitors to navigate• Appealing to different types of shoppers• Keeping customers moving through the funnel

September 2012 29

CONVERSION RATE OPTIMIZATION

Spontaneous Competitive

MethodicalHumanistic

Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business

September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 30

ANALYZING YOUR ACTIVITIES

September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 31

CONTACTS & ANALYTICS IN 1 PLACE

September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 32

PROSPECTS ON YOUR SITE

September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 33

CLOSING THE LOOP

Your Contacts Databas

e

Text goes here

Text goes here

Content Creation

Email &Lead

Nurturing

MarketingAnalytics

MarketingAutomation

SEO

SocialMedia

LandingPages

Why Magento?

Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 34September 2012

CREATING THEINBOUND BLUEPRINT

September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 35

THE MAGIC LETTERS = GPCT

Goal

Plan

Challenges

Timeline

• Monthly Visitors

• Leads per Month

• Conversion Rate

• Marketing Qualified Leads

• Email List Size

• News Blogs / Comments

• Facebook Likes / Shares

• Twitter Followers / Retweets

September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 36

SOME GOALS TO CONSIDER

It depends – test test test

• How often would you audience want to hear what you provide?

• General rules of thumb• Blogs. 1-3x per week• Email. 1-2x per month, depending on quality

and content• Social. 1+ per day – more is better, as long as

it’s relevant

September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 37

OPTIMAL FREQUENCIES?

• Are You Blogging Enough?

• Are You Engaging Enough Socially?

• Are You Creating Offers that Convert?

• Are You Nurturing Your Leads with Email?

• Are You Closing the Loop with Tracking?

Creating good content is hard –make it work for you.

September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 38

QUESTIONS TO ASK YOURSELF

Why Magento?

Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 39September 2012

POLL #3

September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 40

THANK YOU – NEXT WEBINAR

Questions? Contact Us info@groovecommece.com | (888) 924-1951