Inbound Marketing Overview January 26, 2015 BEC 382
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Inbound Marketing OverviewJanuary 26, 2015
BEC 382
Past WeekPresented Marketing Plan to Nonprofit
Interviews for Fund Raising Campaign
Pitched Robotics Firm
Met with University admissions
Met with two new prospects in AR
Started Adwords campaign (Ad Grants)
Sold website/social media account
Sold digital promotion for publisher
Discussion Topics#Fail
Review
Research Presentation
Inbound Marketing Overview
Managing Content
Assignment Review
#Fail
What would you do?
What would it require?
Logistics
Blog posts
Facebook Admins
Adwords Accounts
Teams
Surprises? Concerns? Questions?
:30 ReviewClass Session One1/12/14
Which of the following is not a core Digital Marketing tactic:Publish Word of Mouth Advertise They all are None are
T/F Inbound advertising is a better strategy for developing long-term relationships than Outbound
T/F Digital marketing has changed the fundamentals of what a good marketing strategy is
Which of these isn’t a characteristic of Digital Marketing: Use of digital tools Targeted market segments Direct access to market Interactive two-way communications Creates marketing assets Highly measurable They all are None are
Which isn’t a type of digital marketing Content MarketingWeb SearchDisplay AdvertisingSocial MarketingReviews and Ratings They all are None are
T/F Website page views is an asset that digital marketing can generate
Which isn’t a way a Digital Marketing campaign can help a business? Create customersRetain customersIncrease salesDecrease costs Advance brandThey all canNone can
T/FA Creative Brief is the tool marketers use to make sure the messaging for campaigns is consistent across tactics
Presentations
Themes
How did persona change?
How did features/benefits change?
ReviewDigital Marketing is the practice of promoting products and services using digital distribution channels. It is characterized by being:
Targeted
Direct access to market
Interactive
Creates marketing assets
Measurable
Digital MarketingDigital Marketing has four elements:
Content Marketing
Social Marketing
Search Marketing
Advertising
Instead of buying ads, buying email lists, or cold calling, inbound marketing focuses on creating educational content that pulls people toward your website where they can learn more about what you sell on their timeframe
They come to you
What is Inbound Marketing?
Inbound is a new way to market using digital thinking and tools
Understand what content pulls your buyers through the sales funnel, and use that context to personalize your marketing at scale.
Get found by qualified leads online with content (website pages, blog articles, social messages) optimized for search and social media.
Inbound Themes
Content Creation
Lifecycle marketing
Personalization and Context
Multi-Channel Presence
Integration with metrics
Hubspot emails?
You create targeted content that answers your customer's basic questions and needs and share that content widely
Google a question
Content Creation
People go through stages as they interact with companies and each stage requires different marketing actions
What are you considering now?
Lifecycle Marketing
Collecting information on leads over time allows for better personalization of messages to their specific needs
Publish right content at right place at right time
Name example
Personalization and Context
Approach people where they are, in the channel where they want to interact
Keywords
Blog
Social media
Website
Multi-Channel Presence
Publishing and analytics tools work together allowing focus on publishing the right content in the right place at the right time
Integration with Metrics
Digital Content versus Digital Advertising
Content produces 3 times more sales leads than advertising/paid search
Consumers exposed to brands on social media are 2.8x more likely to search for that brand on Google
52% of consumers say blogs have impacted their purchases
58% of marketers have acquired new customers through blogs
Google cares
(“Quality content is key to Google rankings.”--Google)
Sources available from http://comerecommended.com/content-marketing-infographic/
Key Consideration
Match content type to your goals and objectives
Buying Process
BlogSocial Media
KeywordsWeb Pages
Landing PagesForms
EmailSocial Media
Email Web Pages
Attract Convert Close Delight
Strangers Visitors Leads Customers Evangelists
1. Attract
2. Convert
3. Close
4. Delight
Four Steps of Inbound
Source: HubSpot
BlogSocial Media
KeywordsPages
EmailWorkflows
Lead ScoringCRM Integrations
Social MediaSmart-Calls-to-Action
EmailWorkflows
Attract Convert Close Delight
Strangers Visitors
Steps through Buying Process
1. Attract strangers and turn them into visitors through valuable, easy-to-find content
Blogs, social media, web pages
SEO, keywords
The average company that blogs generates:
55% more website visitors
97% more inbound links
434% more indexed pages
126% more leads than those that don’t blog
Blogging
Source: HubSpot
Pick keywords and create content around the terms your ideal buyers are searching for
Also use Hashtags in social media
Keywords
BlogSocial Media
KeywordsPages
Calls-to-ActionLanding Pages
FormsContacts
EmailWorkflows
Lead ScoringCRM Integrations
Social MediaSmart-Calls-to-Action
EmailWorkflows
Attract Convert Close Delight
LeadsStrangers Visitors
Steps through Buying Process
2. Convert visitors into leads by getting contact information in exchange for valuable content
Landing pages, forms, “Contact us”
Calls-to-Action
CTA’s
Buttons or links that encourage visitors to do something
Can’t generate leads without button and compelling offer
BlogSocial Media
KeywordsPages
Calls-to-ActionLanding Pages
FormsContacts
EmailLead Scoring
CRM Integrations
Social MediaSmart-Calls-to-Action
EmailWorkflows
Attract Convert Close Delight
Strangers Visitors CustomersLeads
Steps through Buying Process
3. Close the sale: Turn Leads into Customers through targeted, often automated, “nurturing” programs and social media interaction
email, social media, marketing automation
BlogSocial Media
KeywordsPages
Calls-to-ActionLanding Pages
FormsContacts
EmailWorkflows
Lead ScoringCRM Integrations
Social MediaSmart-Calls-to-
ActionEmail
Attract Convert Close Delight
Strangers Visitors Leads EvangelistsCustomers
Steps through Buying Process
4. Turn customers into “Delighted” brand evangelists through personalization, tailored messages (“smart content”), and additional sales
Email, web pages
Managing Content
Content Creation Strategies
Gather (News, Social Media, Trends)
Curate/Organize (Themes, Categories, Keywords)
Write (Blogs, articles, etc)
Publish (Social media, sharing, bookmarking)
Recycle (Infographics, guest posts)
Technical Tools
Content marketing requires searchability and sharing. Key ideas:
Tags, Keywords, Hashtags
RSS
Share This
Tags
Metatags: <head> <title>Not a Meta Tag, but required anyway </title> <meta name="description" content="Awesome Description Here"> <meta http-equiv="content-type" content="text/html;charset=UTF-8"> </head>
Tags
Alt Tags
Tags for images
RSS
Really Simple Syndication (or Rich Site
Summary)
Standardized way to feed content on the web
Aggregation: Pulling feeds from multiple
sources to one site
Syndication: Pushing feed to many different
sites/platforms
RSS Readers: Aggregation software
Social Sharing
http://www.hubspot.com/blog-topic-generator
Distribution and Monitoring Tools
dlvr.it
hootsuite.com
sproutsocial.com
hubspot.com
Landing Pages
Landing Page Benefits
Used in digital ad campaigns to convert interest into action
Ties to marketing message
Allows conversion tracking
Easy to test and change
Landing Page Risks
Multiple messages
Not segmenting
Too many CTA’s
Being to pushy
Reflecting brand poorly
Landing Page Elements
Headline: Compelling and reflects the selling copy (and ad)
Body Copy (selling copy): Benefits of accepting offer/buying
Product Photos or Videos
Testimonials or Social Proof
Offer/Guarantee
Call to Action: You get one
Welcome Tiffany SelfB.A. in Behavioral Sciences, Northwest University (Kirkland, WA)
PR and Alumni Director, Northwest University (1998 – 2003)
Media Relations Director, Wheaton College (2003 – 2006)
PR and Social Strategy for C. Grant & Company (2006 – Present)
PR and Social Media Strategist, North Central College (2014 – Present)
Blogger, ScratchorSniff.com (2014 – Present)
Assignments
Create $1 Invitations blog posts, evaluate landing page and develop team content strategy
Next week: Community Management and Facebook
Additional Slides
PRE-INTERNET
Buyer: Relatively uninformed.
Buyer Journey: Linear.
Marketing Plan: Interrupt (cold calls and advertising).
Impact of the Web on Marketing
TODAY
Buyer: Well-informed.
Buyer Journey: Fluid and random. Starts with Google.
Marketing Plan: Thought leadership through content creation.
MetricsWeb/Blog: Visits Traffic Sources Bounce Rate (1 page and out or 10 second visit) <65% Pages/Visit (+2.0) Conversions to Subscribers
Other: Views Downloads Shares Retweets
Advertising vs. Content Marketing (in General)
Advertising
short prospect attention
works by interruption
expensive (print, paper, production)
“corporate” message
passive
short shelf life
awareness
standardized/mass media
one-time use
Advertising vs. Inbound Marketing (in General)
Advertising Inbound Marketing
short prospect attentionsustained attention through
sales cycle
works by interruption reaches at point of interest
expensive (print, paper, production)
often more cost-effective
“corporate” message often peer/trusted source
passive immediate call to action
short shelf life long tail
awareness action
standardized/mass media more personalized/targeted
one-time use can be leveraged, recycled
Push vs. Pull MarketingPush
(Advertising)Pull
(Inbound Marketing)
Broadcast messages with frequency to generate transactions
Communicate to build relationship with value over time
“Interruption” Marketing “Attraction” Marketing
Episodic Campaigns Continual Campaigns
Advertising/Paid Media Earned Media
Broadcast Search
Push or Pull?Share news about company
Solicit feedback from customers
Monitor and respond to consumer comments
Promote content posted on your site
Handle customer service issues
Advertise sales or special promotions
Create How-To article
unbounce.com
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