Inbound Marketing: Get Started & Generate Quick Wins

Inbound Marketing !Get Started & Generate Quick Wins

Presented by Bob Ruffolo!Founder & CEO, IMPACT Branding & Design LLC

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Bob Ruffolo!Founder & CEO

•  IMPACT is Platinum HubSpot Agency, recognized as one of the top inbound marketing agencies in the country.

•  Started the agency out of a spare bedroom in 2009, now has a team of 35 employees.

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WEBSITE?!

BLOG?!Blogged in the last 30 days?

EMAIL MARKETING?!Using an email marketing platform?

Before we get started.

SOCIAL MEDIA? (for business)!Posted on social media in last 7 days?

GENERATING INBOUND LEADS?!

GOOGLE ANALYTICS?!Reviewing results at least once a month?

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Know 2 Things!

Understand your Customers and

your Target Prospects

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Understand your Customers and your Target Prospects!•  What are they researching online

when looking for services like yours? •  How are they using search to do this

research? (i.e. What are their search terms?)

•  Where they get their information? (i.e. trusted resources)

•  What social media accounts do they follow?

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Know 2 Things!

Understand your Customers and

your Target Prospects

Content is the Key to Having

Success Online

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CONTENT

Content is the Key to Having Success Online •  “The average buyer consumes more than

10 pieces of content before making a purchase decision.” Google’s Zero Moment of Truth. /

•  “If your content is not part of that mix, odds are you will be left out of that process.”

•  “Content marketing may in fact be one of the best tools for customer acquisition.”

•  The more content you have available online, the more opportunities you have to be found.

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To Start Generating Some Quick Wins With Your Online Marketing

15 Ways!

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1! Start a Blog!

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Start a Blog!

•  Very simple platform for publishing articles online •  Technical setup is easy •  Articles can be short (300 words) •  Share stories (rickroberge.com) •  Article titles matter (search vs. social) •  Share. Tell your connections about your articles •  Impactbnd.com/blog

•  Hire a freelance writer if needed

1!

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Start a Blog!1!

Is Doug Smithin the room?!

Pro: !Awesome blog title!

Con: !Only one article?

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Start a Blog!1!

•  Break up the content •  Include internal links •  Include social media

share buttons •  Optimize the title to be

either for search friendly or more attractive for social media.

•  “Should I Abandon Bonds? The Answer is…”

Is Brenda Wenningin the room?!

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2! Repurpose YourAvailable Content!

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•  Time: The biggest excuse for not creating content. •  You probably already have content you can repurpose: •  Long emails written to clients •  Content that was created by business affiliates available for use •  Past PowerPoint presentations •  Tools or calculators you’ve developed (Excel spreadsheets) •  Recorded speaking engagements •  Text used in proposals or agreements that can be generalized •  Facts, statistics, and quotes that you’ve come across •  Checklists or guides you’ve developed

2! Repurpose Your Available Content

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2! Repurpose Your Available Content

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2! Repurpose Your Available Content

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3! Create a !Consultation !Page with Value!

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Create a Consultation Page with Value!

•  One page that describes: •  Who you are •  What you do •  How an interested prospect gets started •  What value you provide in your first interaction •  Why there is no risk in a conversation

•  Include a form so visitors can convert.

3!

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Create a Consultation Page with Value!3!

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4! Increase !Conversion Points !on Your Website!

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Increase Conversion Points on Your Website

•  Mix in links to your consultation page. •  “When I talk to first time investors, one of the first things I tell them…”

•  At the end of an article, bridge the content that they just read to the consultation you want to give them. •  “If you’re struggling with [insert here], you are not alone. I speak with

dozens of people like you a week and don’t fear, it can be overcome. I’ve helped my clients do this by [insert here]. If this is something you’re struggling with, talk to me, I’m here to help.”

4!

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Increase Conversion Points on Your Website 4!

•  Tie the article content into how you could help them. •  Include a profile picture to make it more personal. •  Direct them to a landing page, such as a consultation page.

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Increase Conversion Points on Your Website 4!Use graphical CTA’s for more emphasis where appropriate. !

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5! Gate Your !Best Content!

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Gate Your Best Content

•  Gate webinars, ebooks, data, reports, checklists, etc. •  Two huge benefits of gating your content: •  Capture leads earlier in their buying process •  Build your contact database

•  Use landing pages to gate content

5!

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Gate Your Best Content 5!

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Gate Your Best Content 5!

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6!Improve Your Homepage Message: Start With The “Why”!

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Start with the “Why”!•  Deliver a clear message to your audience. •  Start with “why” you do what you do, not “what you do”: •  Your purpose •  Your cause or your belief •  Why does your company exist? •  Why do you get out of bed every morning? •  Why should anyone care about you?

•  “We impact lives, both professionally and personally, by helping people grow their businesses with inbound marketing.” !

6!

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Start with the “Why”!6!

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Start with the “Why”!6!

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Start with the “Why”!6!

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Start with the “Why”!6!

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7! Improve Your Basic SEO!

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Improve Your Basic SEO!

•  In the most basic terms, if you want to rank for a particular search term (keyword), you need to optimize your website for it.

•  You do this by implementing SEO best practices. •  Title tags, especially on the homepage and important subpages. •  URLs •  Header tags (H1 tags) •  Meta descriptions

•  Doing the basics of SEO doesn’t require an expert.

7!

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Improve Your Basic SEO!7!

•  Suggestion: Change title tag to “Investment Management in Greenville SC | Parallel Financial.”

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Improve Your Basic SEO!7!

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Improve Your Basic SEO!7!

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Improve Your Basic SEO!7!

Suggestion: Including a 165 character description of the page that you’re on that includes the keyword you want to rank for.

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Improve Your Basic SEO!7!

Change header to “Retirement Planning Services”

Suggestions: !

Change URL to www.denkinvest.com/retirement-planning-services

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8! Re-Engage Past Sales Opportunities!

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Re-Engage Past Sales Opportunities

Quickest ways to generate quick results Why re-engage old leads?!•  Chose an alternative service provider / may not be happy. •  Never chose a service provider •  Weren’t educated enough to make a purchasing decision •  Didn’t trust you then, needed to know more about you. •  You have new service offerings

8!

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Re-Engage Past Sales Opportunities

Are you using a CRM to manage leads?

8!

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9!Implement Helpful Email Marketing for your Customers!

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Implement Helpful Email Marketing for your Customers 9!Every email should be helpful and should excite the recipient, not confuse them on why they're receiving these messages from you. •  Share helpful content such as your blog articles •  Understand CAN-SPAM Compliance •  Make sure your mailing lists are very targeted •  Keep your mailing lists small and send infrequently •  Closely monitor the results •  Know who is opening and clicking on the emails •  Understand the content topics that your audience is enjoying •  Ask for feedback •  Remove people from the list who don’t open your emails

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Implement Helpful Email Marketing for your Customers 9!

Use an email marketing service provider:

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10! Create Guest Articles!

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Create Guest Articles!

Tips for guest blogging:!•  Use your network to help make introductions. •  Follow their editorial guidelines if available. Bigger outlets will

most certainly have guidelines that will be strictly enforced. •  Make your author bio strong. •  Create attractive / remarkable titles. •  Don’t forget calls to action.

10!

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Create Guest Articles!10!

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10!

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11! Create a Helpful YouTube Video!

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Create a Helpful YouTube Video!11!

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12!Create a Free Educational Webinar!

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Create a Free Educational Webinar!12!

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Create a Free Educational Webinar!12!

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13!Implement Twitter as a Marketing Channel!

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Implement Twitter as a Marketing Channel!Twitter is a great way to amplify your marketing message. Benefits of Twitter: !•  Meet potential customers and leads.* •  Track what people are saying about your industry. •  Share and promote content you‘ve created, including

articles, webinars, videos, etc. •  Develop direct relationships with bloggers and journalists

who can expand your reach.

13!

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Implement Twitter as a Marketing Channel!13!

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14! Set Goals!

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Set Goals!

In a perfect world, what do want to achieve? !•  A certain number of new customers? •  A dollar value for new annual or monthly revenue? •  A particular number of leads?

Make sure your goal is S.M.A.R.T.!

14!

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Set Goals!14!

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15! Measure Goals!

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Measure Goals !

Make sure you are tracking your progress!

15!

Google Analytics is a free service offered by Google that generates detailed statistics about a website's traffic and traffic sources and measures conversions and sales.

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Before getting started…!

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•  Start with the content creation types that are easiest for you. •  Pick a few things and do them well. •  Spend some time planning, but make sure you start doing. •  Hire help if you need it.

Before getting started…!

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More advanced?!

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•  Ramp up your blogging / content creation •  Implement automated emails (auto-responders & lead nurturing) •  Collaborate with complementary firms •  Consider implementing a marketing software to simplify these

activities.

More advanced?!

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Bob Ruffolo!IMPACT Branding & Design LLC Founder & CEO

(203) 265-4377 [email protected]

Linkedin.com/in/bobruffolo