Inbound Marketing Workshop Chartered Institute of Marketing

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INBOUND MARKETING CHARTERED INSTITUTE OF MARKETING

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What is the Definition Inbound Marketing?

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Inbound Marketing:

“A marketing strategy that places you in front of customers during their discovery and research phase - throughout the buying cycle”

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http://www.ph-creative.com/blog/posts/2013/june/know-your-seo-from-your-elbow-using-the-best-tools-for-the-job.aspx

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NAME SOME INBOUND MARKETING ACTIVITIES

http://moz.com/blog

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INBOUND MARKETING:A CUSTOMER JOURNEY

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INBOUND MARKETING BUYING CYCLE

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BUT IT TAKES EFFORT.

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Name SEO activities?

OLD SCHOOL SEO

Over optimisation

Unnatural content

Unnatural links

Keyword stuffing

Poor user experience

Leads to the darkside!

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PANDA AND PENGUINS MAKE THIS HAPPEN

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GOOGLE HAVE A ‘JEDI’COUNCIL

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OVER 200 FACTORS INFLUENCE YOUR SEORelevancy (on page SEO) • Focus on your users, give them what they want• Freshness of content – how often do you change yours?• Content strategy, evolves, purposeful, hot topics, contagious• Don’t spam, keyword stuff

Recommendation (off page SEO / Google Penguin)• Commit to outreach and engage with communities• Create content your audience will care about• Will people vote for you with inbound links? • Social mentions is ‘word of mouth’ marketing and builds links• Use Google+ and gain ‘authorship’ and your ‘identity’• Manage you link profile, assess risks and take action

Experience (Google Panda)• What do users ‘think’ of your pages? Find out.• Reduce clutter and friction• Don’t keep people waiting – improve load times• Do all you can to engage and ‘romance the share’

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CONVERGANCE OF INBOUND MARKETING

IF CARLSBERGDID NETWORKING

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WHO WOULD YOU ‘WANT BEHIND THE

DOOR?• Your target audience• Where are they, ‘which

pub’? • Strategic partners• Your customers• Influencer networks• Who influences them?• Who else and why?• Who would you, buy a

beer?

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• A good conversationalist, listens most of the time, that’s how, when you talk, you know what to say

• # Who are you listening to?• Be interested in others, not yourself!• Don’t broadcast sales messages • Make friends, build trust and help others• 80 / 20 rule• Remember… ‘Givers Gain’

PROBABLY THE BEST SOCIAL NETWORKING ADVICE!

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SOCIAL MEDIA STRATEGY

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GOOGLE + SOCIAL AND IDENTITY ENGINE

WHY YOU NEED USE GOOGLE+

Get your content read and ranking faster

• Faster indexing of your content – make it relevant to your candidates

• Extended circles, means you influence your followers and theirs

Authorship Tag = Identity• Have you set yours up?

AuthorRank is coming!• How authoritive and interesting are you to

your audience?• Share-ability of authors content• Number of people in your circles and how

many you are in• Engagement levels of your content

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AUTHORSHIP IN PRACTICE

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WHAT ARE PERSONAS?

PERSONA MAPPING

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CONTENT PILLARS

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In association with Mersey Maritime

In association with Mersey Maritime

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LIST DIFFERENT TYPES OF

ONLINE CONTENT?

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#HDevents

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Write or video the process to leverage the results online.

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#hdevents

http://www.youtube.com/watch?v=ZUG9qYTJMsI

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INBOUND MARKETING AND MULTI DEVICE EXPERIENCE

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CONVERSION RATE OPTIMISATION (CRO)

CONTENT EXPERIMENTS CONTINUOUS IMPROVEMENT

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WHAT COULD YOU TEST TO

IMPROVE YOUR CONVERSIONS?

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Pages Content Traffic Device

Landing pagesCopy /

Message Organic Desktop

Data Capture Call to action PPC Tablet

Live chat Promotion Social media Smartphone

Sales funnels Colours Affiliate SMART TV

Shopping cart Social proof Geography Google Glass

Template style Video W'end v W'day Voice search

Squeeze pages Images New & repeat

Interactive/Flash Long v's short Demographics

Dynamic Buttons Behavioural

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INBOUND MARKETING ECO-SYSTEM

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FUTURE PROOFING YOUR INBOUND STRATEGY

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FUTURE PROOFING YOUR INBOUND STRATEGY

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FUTURE PROOFING YOUR INBOUND STRATEGY

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FUTURE PROOFING YOUR INBOUND STRATEGY

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FUTURE PROOFING YOUR INBOUND STRATEGY

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FUTURE PROOFING YOUR INBOUND STRATEGY

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FUTURE PROOFING YOUR INBOUND STRATEGY

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FUTURE PROOFING YOUR INBOUND STRATEGY

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THANKS FOR LISTENING QUESTIONS AND ANSWERS

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