Inbound Marketing Techniques for Lead Generation Keith Parnell jasedigitalmedia.com @parnellk63 - @JASEgroup #DMS2010
Inbound Marketing Techniques for Lead Generation
Aug 29, 2014
Session Topic: Inbound Marketing Techniques for Lead Generation
Date: May 21, 2010, 11:30 AM - 1:00 PM
Event: ROI Business Training Series
Location: Keller Williams conference room, 1709 Laskin Road, Virginia Beach, VA 23454
Sponsors: JASE Digital Media, Virginia Mortgage Information, Poco Productions, Mashable
Venue Sponsor: Keller Williams Realty Hilltop
Lunch Sponsor: FreshCrust Trattori
Session Talking Points:
Inbound marketing focuses on creating powerful content that will lead potential customers to your brand, product or service line through online methods like searching, referrals, and links from other web entities such as blogs, video and social communities.
For this reason, inbound marketing can generate quality leads because it focuses on the audience that is already interested in your brand, company, and product or searching for your services.
A couple of years ago our company, JASE Digital Media, decided that we were going to commit wholeheartedly to inbound marketing. The marketing and advertising strategies we had previously used for our company just were not working as effectively as we hoped.
Our process began as a test project around our blog material and extended out to a few of the social communities we were actively involved in. We began creating a massive amount of content then instigated, created and encouraged as many links back to this content as possible.
Guess what? It worked. And it still works. Every day.
Here are a few ways our inbound marketing strategies have influenced our daily business life:
1.Lead generation from our company website and blog has easily tripled in the volume of quality leads. We have essentially hired an additional sales member (our website) without the payroll of an additional person.
2.With inbound marketing we apply less efforts to traditional time consuming advertising campaigns - no more phone book ads, no more (offline) television commercials, no more radio advertising, no more trade show exhibits.
3.Our internet marketing initiatives have made us more effective towards the goals of our sales team. The leads we generate from our online web entities are more qualified than previous offline initiatives’ leads.
4.We are more efficient. Period. Time spent is more directly attributable to results.
5.Our current online marketing initiatives are much less expensive than traditional campaigns. Couple this with the points made above, and we have a winner.
6.Since we spend much less time worrying every single detail of outbound marketing items such as media buys and almost-impossible-to-measure-ROI, we have more time to work on our clients’ initiatives.
In this session we will talk about these points, and a few more. And we will discuss together how you and your business can benefit directly from a well-planned and well-executed Inbound Marketing Plan.
Session Moderator: Naoma Doriguzzi
Session Speaker: Keith Parnell
Keith is the founder & CEO of JASE Digital Media, an author & blogger at keithparnell.com and a speaker & trainer at digitalmediaseminar.com. He frequently performs interactive talks and how-to sessions for companies, non-profit organizations, conferences and seminars. He is a knowledgeable and passionate speaker on a variety of topics including digital media, new media, online marketing, social media, inbound marketing strategies, brand management solutions, and successful advertising techniques.
Keith regularly hosts Coffee with the CEO / Hampton Roads Coffee Break sessions in the Hampton Roads (VA) area that encourages open conversations and brainstorming between business professionals. Check the Digital Media Seminar events schedule for more information.
Date: May 21, 2010, 11:30 AM - 1:00 PM
Event: ROI Business Training Series
Location: Keller Williams conference room, 1709 Laskin Road, Virginia Beach, VA 23454
Sponsors: JASE Digital Media, Virginia Mortgage Information, Poco Productions, Mashable
Venue Sponsor: Keller Williams Realty Hilltop
Lunch Sponsor: FreshCrust Trattori
Session Talking Points:
Inbound marketing focuses on creating powerful content that will lead potential customers to your brand, product or service line through online methods like searching, referrals, and links from other web entities such as blogs, video and social communities.
For this reason, inbound marketing can generate quality leads because it focuses on the audience that is already interested in your brand, company, and product or searching for your services.
A couple of years ago our company, JASE Digital Media, decided that we were going to commit wholeheartedly to inbound marketing. The marketing and advertising strategies we had previously used for our company just were not working as effectively as we hoped.
Our process began as a test project around our blog material and extended out to a few of the social communities we were actively involved in. We began creating a massive amount of content then instigated, created and encouraged as many links back to this content as possible.
Guess what? It worked. And it still works. Every day.
Here are a few ways our inbound marketing strategies have influenced our daily business life:
1.Lead generation from our company website and blog has easily tripled in the volume of quality leads. We have essentially hired an additional sales member (our website) without the payroll of an additional person.
2.With inbound marketing we apply less efforts to traditional time consuming advertising campaigns - no more phone book ads, no more (offline) television commercials, no more radio advertising, no more trade show exhibits.
3.Our internet marketing initiatives have made us more effective towards the goals of our sales team. The leads we generate from our online web entities are more qualified than previous offline initiatives’ leads.
4.We are more efficient. Period. Time spent is more directly attributable to results.
5.Our current online marketing initiatives are much less expensive than traditional campaigns. Couple this with the points made above, and we have a winner.
6.Since we spend much less time worrying every single detail of outbound marketing items such as media buys and almost-impossible-to-measure-ROI, we have more time to work on our clients’ initiatives.
In this session we will talk about these points, and a few more. And we will discuss together how you and your business can benefit directly from a well-planned and well-executed Inbound Marketing Plan.
Session Moderator: Naoma Doriguzzi
Session Speaker: Keith Parnell
Keith is the founder & CEO of JASE Digital Media, an author & blogger at keithparnell.com and a speaker & trainer at digitalmediaseminar.com. He frequently performs interactive talks and how-to sessions for companies, non-profit organizations, conferences and seminars. He is a knowledgeable and passionate speaker on a variety of topics including digital media, new media, online marketing, social media, inbound marketing strategies, brand management solutions, and successful advertising techniques.
Keith regularly hosts Coffee with the CEO / Hampton Roads Coffee Break sessions in the Hampton Roads (VA) area that encourages open conversations and brainstorming between business professionals. Check the Digital Media Seminar events schedule for more information.
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Transcript
Inbound Marketing Techniques for Lead
GenerationKeith Parnell
jasedigitalmedia.com@parnellk63 - @JASEgroup
#DMS2010
Inbound marketing focuses on creating powerful content that will lead potential customers to your brand, product or service line through online methods like searching, referrals, and links from other web entities such as blogs, video and social communities.*
* Source: jasedigitalmedia.com/inbound-marketing
What is Inbound Marketing?
#DMS2010
B-O-R-I-N-G !!!
#DMS2010
Telemarketing TV commercials Radio commercials Email blasts Trade shows Print Ads Direct mail
Remember Outbound Marketing?
#DMS2010
New Inbound Marketing
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Cont
ent –
Con
tent
- Co
nten
tInbound Links
diagram courtesy pr2020
Inbound Marketing vs Outbound Marketing
#DMS2010
diagrams courtesy hubspot
BUT WHY?
#DMS2010
Search engine marketing. Strategic content. Smart web development. Online call-to-actions. Social media marketing. Audio marketing. Video marketing. Photo sharing. Social bookmarking. Strategic landing pages. Email marketing. Brand monitoring. Analytics.
Inbound Marketing Techniques
#DMS2010
Do your keyword research! Search engine optimize. Everything! Pay per click advertising. Strategic URL purchases. Google Webmaster Tools. Yahoo! Site Explorer. Bing Webmaster Center. Feedburner for RSS feeds. Twitterfeed. Keyword-rich topical landing pages. Monitoring & Analytics.
Search Engine Marketing
#DMS2010
Website, blog, social communities, etc. Short Tail keyword research. Keyword-focused copy:
◦ Headlines.◦ Body content.◦ Internal linking.◦ External linking.
Optimized information architecture:◦ Navigational items.◦ Internal link structure determines content topics.◦ Keyword focused.
Strategic Content
#DMS2010
Unique pages title tags. Unique pages keywords tags. Unique pages description tags. XML sitemaps. HTML sitemap. Image alt tags. Hyperlink title tags. Permalinks. Symantec code.
Smart Web Development
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Lead generation webforms. Downloadable eBooks. Webinars. Give-aways. Free trials. On every page. Make them BIG. Follow-up!
Online Call-To-Actions
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Note how far down the list? Twitter. Facebook Fan Page. LinkedIn. Foursquare. Social Oomph. FriendFeed. MySpace? Be smart with keyword content. ALWAYS link back to your website!
Social Media Marketing
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Your Blog! The Internet Archive. YouTube. Vimeo. Viddler. Blip.tv. Qik. Ustream.tv. Flickr. Facebook. Twitter: TweetPhoto, TwitPic. Don’t forget SEO (hint: your keywords!).
Audio / Video / Photo Marketing
#DMS2010
Setup plugins on your blog:◦ ShareThis.◦ TweetThis.◦ TweetMeme.◦ BackType Connect.◦ Sociable.
Digg. Delicious. StumbleUpon. Don’t forget SEO (hint: your keywords!).
Social Bookmarking
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Strategic Landing Pages
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Have a purpose.◦ Not necessarily sales.◦ Be a giver of information.
Have an attentive audience. Allow opt-outs. Utilize your landing pages. Drive traffic to your blog. Tools:
◦ MailChimp.◦ Constant Contact.
Email Marketing
#DMS2010
Google Alerts. Yahoo! Pipes. Technorati. Backtype. Twitter Search. Social Mention.
Brand Monitoring
#DMS2010
Google Analytics. Check with your hosting provider on other tools. Monitor:
◦ Overall page hits.◦ Referral websites.◦ Visitor time on site.◦ Top landing pages.◦ Top exit pages.◦ Top keyword searches.◦ Visitor information.◦ Conversion rates!!
Analytics
#DMS2010
Search engine marketing. Strategic content. Smart web development. Online call-to-actions. Social media marketing. Audio marketing. Video marketing. Photo sharing. Social bookmarking. Strategic landing pages. Email marketing. Brand monitoring. Analytics.
Inbound Marketing Techniques
#DMS2010
Proof is in the Pudding!
#DMS2010
“A couple of years ago our company, JASE Digital Media, decided that we were going to commit wholeheartedly to inbound marketing. The marketing and advertising strategies we had previously used for our company just were not working as effectively as we hoped.
Our process began as a test project around our blog material and extended out to a few of the social communities we were actively involved in. We began creating a massive amount of content, then instigated, created and encouraged as many links back to this content as possible.
Guess what? It worked. And it still works. Every day.”
Keith Parnell, CEO, JASE Digital Mediajasedigitalmedia.com@parnellk63 - @JASEgroup
#DMS2010
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#DMS2010
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