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Got a question? @googledave @phcreative INBOUND MARKETING CHARTERED INSTITUTE OF MARKETING
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Inbound Marketing Workshop Chartered Institute of Marketing

Oct 31, 2014

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Business

Dave Hazlehurst

Inbound marketing workshop for the Northern CIM conference

marketing strategy

definitioninbound marketing

word of mouth marketing

page seo google penguin

content strategy

links use google

phcreativename seo activities

actionexperience google

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Page 1: Inbound Marketing Workshop Chartered Institute of Marketing

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INBOUND MARKETING CHARTERED INSTITUTE OF MARKETING

Page 2: Inbound Marketing Workshop Chartered Institute of Marketing

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What is the Definition Inbound Marketing?

Page 3: Inbound Marketing Workshop Chartered Institute of 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”

Page 4: Inbound Marketing Workshop Chartered Institute of Marketing

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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

http://www.ph-creative.com/blog/posts/2013/june/know-your-seo-from-your-elbow-using-the-best-tools-for-the-job.aspx
http://www.ph-creative.com/blog/posts/2013/june/know-your-seo-from-your-elbow-using-the-best-tools-for-the-job.aspx
Page 5: Inbound Marketing Workshop Chartered Institute of Marketing

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NAME SOME INBOUND MARKETING ACTIVITIES

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http://moz.com/blog

http://moz.com/blog
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INBOUND MARKETING:A CUSTOMER JOURNEY

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Page 15: Inbound Marketing Workshop Chartered Institute of Marketing

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Page 16: Inbound Marketing Workshop Chartered Institute of Marketing

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INBOUND MARKETING BUYING CYCLE

Page 17: Inbound Marketing Workshop Chartered Institute of Marketing

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Page 18: Inbound Marketing Workshop Chartered Institute of Marketing

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BUT IT TAKES EFFORT.

Page 19: Inbound Marketing Workshop Chartered Institute of Marketing

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Page 21: Inbound Marketing Workshop Chartered Institute of Marketing

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Page 22: Inbound Marketing Workshop Chartered Institute of Marketing

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Name SEO activities?

Page 23: Inbound Marketing Workshop Chartered Institute of Marketing

OLD SCHOOL SEO

Over optimisation

Unnatural content

Unnatural links

Keyword stuffing

Poor user experience

Leads to the darkside!

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Page 24: Inbound Marketing Workshop Chartered Institute of Marketing

PANDA AND PENGUINS MAKE THIS HAPPEN

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Page 25: Inbound Marketing Workshop Chartered Institute of Marketing

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Page 26: Inbound Marketing Workshop Chartered Institute of Marketing

GOOGLE HAVE A ‘JEDI’COUNCIL

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Page 27: Inbound Marketing Workshop Chartered Institute of Marketing

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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Page 28: Inbound Marketing Workshop Chartered Institute of Marketing

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CONVERGANCE OF INBOUND MARKETING

Page 29: Inbound Marketing Workshop Chartered Institute of Marketing

IF CARLSBERGDID NETWORKING

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Page 30: Inbound Marketing Workshop Chartered Institute of Marketing

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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Page 31: Inbound Marketing Workshop Chartered Institute of Marketing

• 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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Page 32: Inbound Marketing Workshop Chartered Institute of Marketing

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SOCIAL MEDIA STRATEGY

Page 33: Inbound Marketing Workshop Chartered Institute of Marketing

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GOOGLE + SOCIAL AND IDENTITY ENGINE

Page 34: Inbound Marketing Workshop Chartered Institute of Marketing

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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Page 35: Inbound Marketing Workshop Chartered Institute of Marketing

AUTHORSHIP IN PRACTICE

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WHAT ARE PERSONAS?

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PERSONA MAPPING

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CONTENT PILLARS

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Page 44: Inbound Marketing Workshop Chartered Institute of Marketing

In association with Mersey Maritime

Page 45: Inbound Marketing Workshop Chartered Institute of Marketing

In association with Mersey Maritime

Page 46: Inbound Marketing Workshop Chartered Institute of Marketing

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LIST DIFFERENT TYPES OF

ONLINE CONTENT?

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#HDevents

Page 48: Inbound Marketing Workshop Chartered Institute of Marketing

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Page 54: Inbound Marketing Workshop Chartered Institute of Marketing

Write or video the process to leverage the results online.

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Page 58: Inbound Marketing Workshop Chartered Institute of Marketing

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#hdevents

Page 59: Inbound Marketing Workshop Chartered Institute of Marketing

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

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http://www.youtube.com/watch?v=ZUG9qYTJMsI
Page 60: Inbound Marketing Workshop Chartered Institute of Marketing

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INBOUND MARKETING AND MULTI DEVICE EXPERIENCE

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CONVERSION RATE OPTIMISATION (CRO)

Page 77: Inbound Marketing Workshop Chartered Institute of Marketing

CONTENT EXPERIMENTS CONTINUOUS IMPROVEMENT

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Page 78: Inbound Marketing Workshop Chartered Institute of Marketing

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WHAT COULD YOU TEST TO

IMPROVE YOUR CONVERSIONS?

Page 79: Inbound Marketing Workshop Chartered Institute of Marketing

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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

Page 80: Inbound Marketing Workshop Chartered Institute of Marketing

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INBOUND MARKETING ECO-SYSTEM

Page 81: Inbound Marketing Workshop Chartered Institute of Marketing

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FUTURE PROOFING YOUR INBOUND STRATEGY

Page 82: Inbound Marketing Workshop Chartered Institute of Marketing

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FUTURE PROOFING YOUR INBOUND STRATEGY

Page 83: Inbound Marketing Workshop Chartered Institute of Marketing

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FUTURE PROOFING YOUR INBOUND STRATEGY

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FUTURE PROOFING YOUR INBOUND STRATEGY

Page 85: Inbound Marketing Workshop Chartered Institute of Marketing

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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

Page 88: Inbound Marketing Workshop Chartered Institute of Marketing

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FUTURE PROOFING YOUR INBOUND STRATEGY

Page 89: Inbound Marketing Workshop Chartered Institute of Marketing

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Page 90: Inbound Marketing Workshop Chartered Institute of Marketing
Page 91: Inbound Marketing Workshop Chartered Institute of Marketing

THANKS FOR LISTENING QUESTIONS AND ANSWERS

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