- 1. Learn how to drive traffic toyour website and capture leads
using inbound marketing.Ted ParisotPresident at Informe,
[email protected] is Changing 1950
- 2000 2000 - 2050Inbound vs.Outbound Marketing
INBOUND:SEOBloggingSocial MediaOUTBOUND:TelemarketingDirect Mail
Trade shows 1
2. What is OutboundMarketing? Outbound marketing is
thetraditional form of marketingwhere a company initiates
theconversation and sends itsmessage out to an audience.Outbound
MarketingExamples TradeshowsDirect Mail TV commercials Print
advertisementsTelemarketing Email blastsOutbound Marketing isHarder
Today2 3. Outbound Marketing isHarder TodayOutbound Marketing
isHarder Today800-555-1234AnnoyingSalespersonThe Good News,Inbound
Marketing! Get found using Google, Social Media and Blogging 3 4.
Inbound ConsistentlyYields Lower Cost LeadsWhat is
InboundMarketing? Inbound marketing involves getting actively found
by your potential customers through search and social media. Create
a useful, informative website with valuable content. Share that
info in various social media channels and let visitors find and
come to you. Inbound marketing is more effective than traditional
outbound marketing methods because you arent interrupting people to
get their attention, they are actively seeking you out.Inbound
MarketingExamplesBlogs SearchSocial MediaWebinars ebooks
Forums/Groups Content Syndication 4 5. Questions to AskYourself Am
I regularly creating new share-worthy content?Questions to
AskYourselfAm I promoting my contenton social media
channels?Questions to AskYourself Am I optimizing my content for
search and social media?5 6. Questions to AskYourself Am I
converting as many visitors into leads and sales as I can? Stop
acting like a marketer or advertiser Start acting like a
Publisher,curator and socializer6 7. Create ContentHow to Get
Started?How to Get Started?Repurpose Content You Already Have!
Powerpoint > YoutubePowerpoint > SlidesharePictures >
FlickrPictures > FacebookPictures > Pinterest Data >
Infographic7 8. Publish Everything! Blog Podcast Videos Photos
Presentations eBooks News ReleasesPublish
Everywhere!FacebookLinkedin TwitterYoutubePinterestRSS Feeds
Google+ Slideshare Different Content is consumed at different
stages of the sales funnel8 9. Company Blogs areIncreasingly
ValuedIncrease Your Chanceof Being FoundAttract More Links 9 10.
Attract More VisitorsMake Sharing Easy Be a resource -Show your
expertise10 11. Keyword StrategyTrack Everything! What content
drives the most traffic? Where is the most traffic coming from?Do
visitors to your site take action?Recap - An online presence is
required - Content is King - The right keywords are critical -
Fresh content is important - Social signals impact search11 12.
Smart Marketing isMeasurable MarketingSet Specific Goals!What are
your social mediamarketing goals?Smart Marketing isMeasurable
MarketingAre you trying to drive a recordamount of traffic to
yourwebsite?Smart Marketing isMeasurable MarketingOr maybe you need
to generatea certain number of qualifiedleads by the end of the
month. 12 13. Choose the right Social Network!Youve got the obvious
options --LinkedIn, Facebook, Twitter -- along witha host of niche
networks, from networkingsites for research scientists, to
networksfor those who love knitting and crochet.I will cover
Linkedin specifically in my next breakout session at 3:00 Create a
Content PlanNow that you have goals setand a sense of which
socialnetworks to leverage, you canbuild out a content plan.Because
what else will you fuelyour social presence with? Create a Content
PlanDefine the different categories ofcontent youre going to
produce foryour brand.We call these content bucketsTyStyleMe
Example 13 14. Create a Content PlanThere are a wide range of offer
types to consider adding toyour pipeline, from photos & videos,
to infographics orinformation rich ebooks.Some of these formats
will be better at generating generaltraffic, while others will
appeal to a more targeted audiencethat can convert into qualified
leads.Create a Content PlanContent is what drives people to
subscribe to blogs, search onYouTube and play on Facebook.Internet
users are looking for information and content that: - Informs -
Educates - Solves problems - EntertainsCapture LeadsUnderstand that
most of the visitors to your site are NOT ready to buy.They are
seeking information. They do not want to talkto a sales rep until
they have done their own research. 14 15. Capture LeadsJust because
that visitor is not readyto buy now, does not mean that theyare not
a valuable lead. If you areable to capture that lead, you can
putthem into your Lead NurturingProgram so your company is top
ofmind when they are making theirpurchase decision.Capture
LeadsExample: Use content tocapture leads - Ebook - Webinar -
VideoCapture LeadsLanding Page Examples 15 16. Set Aside Timein
AdvanceMake sure you block off a bit of timein your calendar every
day to monitorhow your fans and followers areengaging with your
content, keep theconversation going, deal with anyproblems that
arise, and assess whattype of content is resonating with
yourcommunity.Study and MeasureStudy and measure when you get
themost traction with your social mediastrategy. Push out messages
duringthe best times and days and dontover-post.How to MeasureYour
ResultsWeb analytics should be set upbefore you begin.- Google
Analytics- Clicky- Facebook Insights- Email Marketing Analytics-
etc16 17. How to MeasureYour ResultsUse social media monitoring
tools- Hootsuite- Social Mention- Google Alerts- etcIntegrate
Online &Offline Marketing Increase the effectiveness of
offlinecampaigns by using online techniques.Integration Basics- One
of the most important aspects of marketing is theintegration of
online and ofine marketing media andmaintaining consistency between
the two areas.- Your online and ofine marketing campaigns
shouldalways cross-reference each other for you to really takefull
advantage of reaching your entire audience. 17 18. Integration
Basics-If you are advertising in print or radio be sure to
haveinformation on your website that syncs with that campaignUse
Traditional Media! - Point all traditional advertising to your
website! - For print we will use QR codes to create interactive ads
- Dedicated Landing pages will be used to capture leads and track
our campaign - Google analytics will track our resultsQR Codes in
Use QR code examples18 19. Landing Pages Direct all marketing
campaign trafc to a campaign specic landing page!Other examples
Tell them to check into your business on Facebook, Yelp or
Foursquare for a discount or special offer Press release...place in
newspaper but also add to your site and/or a PR site. Helps build
links and online visibility. Advertise your Webinar in the
newspaper or radio Presenter: Ted Parisot [email protected]
www.informeinc.com www.linkedin.com/in/tedparisotTed Parisot19