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Inbound Marketing 1015 Steps to Social Success
Jennifer Schnipper @JennSchnipper Kate Volman @KateVolman
MarketingDivaz.com
Agenda
• Outbound vs. Inbound Marketing • Your Foundation• Blogging & Education-Based Marketing • Getting Social • Consistency & Creativity
Outbound vs. Inbound Marketing OUTBOUND-Outbound marketing focuses on paying to broadcast
your message to find consumers who will listen to you..
Here’s the Truth • 44% of direct mail is never opened• 86% of people skip through television• 91% of email users have opted out of
company email that they had previously subscribed to.
• 84% of 25-to-34 year olds have left a favorite website because of an “irrelevant or intrusive ad”.
• The cost per lead in outbound marketing is 62% more than for inbound marketing.
Outbound vs. Inbound Marketing Inbound: Inbound marketing focuses on consumers finding you
Outbound vs. Inbound Marketing
We Inbound
“If you have more Money than brains, you should focus on Outbound Marketing.If you have more Brains than money, you should focus on Inbound Marketing.”
- Guy Kawasaki
Setting Up Your Foundation
YOUR WEBSITE IS YOUR HOME! DO YOU MAKE PEOPLE FEEL WELCOME?
Key Components of a Killer Website
1. Clear Communication
2. Strong Call to Actions
3. Content
3. Content
Blogging & Education-Based Marketing
Oh You’ll Blog…and You’ll Like it!
Don’t Be Scared to…
Citrix
Ecoki
5 Blogging Mistakes to Avoid
1. Starting Without a Strategy
2. Making it All About You
3. Failure to Link
4. Not Being Yourself
5. Ignoring Social Media
• Create Effective Title • Educational & Interesting • Consistency • Key Words • Be Social
• Will the FBI Turn Off the Internet on March 8, 2012?• How to Get Your Gas Prices Down to $1• How to Do Business Like a Drug Dealer• The Top 11 Must-Have Baby Products: A Mom’s List
Let’s Get Social!
Fun Facts! • Marketers rate social media as the second-most
important factor (64%) in search, behind only strong content (82%). (BtoB Magazine)
• LinkedIn generates more leads for b2b companies than Facebook, Twitter or blogs. Yet only 47% of b2b marketers say they are actively using LinkedIn vs. 90% on Facebook. (Social Media B2B)
• One-third of global b2b buyers use social media to engage with their vendors, and 75% expect to use social media in future purchases processes. (Social Media B2B)
Fun Facts! • 77% of buyers say they are more likely to buy from a company whose CEO uses
social media. (emarketer)• B2C Facebook interaction is 30% higher than average on Sundays. (Mindjumpers)• 95% of Facebook wall posts are not answered by brands. (Mindjumpers)• Facebook is the leading source of referred social media traffic to websites, at 26%.
Twitter is second at 3.6%. (Pooky Shares)• 34% of marketers have generated leads using Twitter, and 20% have closed deals. (
Mindjumpers)• 55% of all Twitter users use the service to share links to news stories, and 53%
retweet others. (Jeff Bullas)• Pinterest drives more referral traffic than Google+, LinkedIn & YouTube combined
Best Practices
• Embrace Your Fans
• Post Images
• Rock Out Your Cover Image
• Don’t Ignore Insights • Pin Your Best Posts
• Customize Apps
• Run Contests to Boost Engagement• Add Milestones
What the Judges Liked: - Blog app is very well done- Great niche site with tons of tips and images- Fantastic engagement- Good use of contest- Good variety of posts demonstrating fun, chicken care, chicken crafts and personality.
What the judges liked:- Great timeline cover photo- Coupon option is well done- Underwater camera giveaway aligns well with niche- Good use of call to action in posts to spark engagement
Twitter Best Practices
• Share photos and give your customers a “behind the scenes experience”
• Listen to your followers
• Ask questions to show that you care• Respond to feedback in real time
• Tweet offers and discounts • You’re the expert…Prove it
• Thank your followers
LinkedIn Best Practices
• Include your blog feed to your profile
• Complete profile to 100% • Use keyword phrases in headings and titles
• Tag your skills and expertise
• Link to your website and have correct contact info• Endorse and Recommend others
Google+ Best Practices
• Create effective bio
• Use circles effectively
• Take advantage of google handouts • Leverage photos
• Get to know your audience
Consistency & Creativity
Your Happy
Business
Foundation
Blogging
Social Media
Consistency & Creativity
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