John Foley Jr presents @ The Global Channel Partners Summit 2013

The Three-Legged Stool: Content Marketing, SEO, and Inbound Marketing

John Foley, Jr. interlinkONE & Grow Socially

Grow Socially:

• Marketing from start to finish.

• Websites, strategic planning, online marketing & mobile.

interlinkONE:

• Enterprise Marketing Management Software (Saa S).

• Warehouse, order management, sales, CRM, & fulfillment.

John Foley, Jr.

The Books

#PRINT13

Today’s Overview

1)Content Marketing

2)SEO

3)Inbound Marketing



“Content is king!”-Bill Gates

http://www.michielgaasterland.com/

Content Marketing

• Pull, rather than a push, strategy

• Content doesn’t interrupt, it attracts

• Your content can be disruptive!

http://theadminshack.com/

Content Marketing is the Top Go-To-Market Priority in 2013

Percent of Business to Business Respondents Using Content

Marketing

Content Engine Grid

What Do You Wish to Achieve With Content Marketing?

Top Three:

1. Brand Awareness

2. Customer Acquisition

3. Lead Generation

B2B Content Marketing Goals in 2013

Brand Awareness

• Today marketing is all about earning the customer’s trust

• Familiarity and consistency are key components of acquiring and maintaining customer loyalty

• Establish an identity and distinctive qualities consumers relate to your product or service

http://info.sms.uni.edu/

The Drivers

Customer Acquisition

www.weidert.com

• Publishing content that produces loyalty and better traffic to your website

• Follow through with prospects via dialogue until and after conversion occurs

http://www.sharedexecutive.com/

Lead Generation

Methods

• Define what you should talk about

• Create compelling content in multiple formats

• Freely share in appropriate channels

• Be consistent

Types of Content for Different Stages

AwarenessAssessment

AcquisitioneBook, Kit, Tip Sheet, Webinar, Educational Video, Whitepaper

Product Sample, Case Study, Demo Video, FAQ $ Tips

Coupons, Free Trial, Estimate

Triple A’s of Content

What’s Your Biggest Challenge?

• Producing engaging content

• Producing enough content

• Integrating content across marketing platforms

Solutions

To create content that engages:

1. Give an inch to get a mile

2. Make your audience feel valued

3. Tell a Story

http://www.forzanibusinesscoaching.com/

Strategy

• Research

• Gather Data

• Prepare

• Prospect

• Promote

• Measure

http://polancoagency.com

Goals

• Define your brand

• Create optimal pieces of imagery and written content

• Place your content where it needs to be

• Generate leads

• Convert to customers

http://under30ceo.com/

Target YOUR Audience

• Who is your target audience?

• What are their values?

• What can you do for them?

http://www.printwand.com/

Execute

• Develop your audience

• Convert leads

• Nurture customers

http://www.ultraconsultants.com/

Measure1) Awareness

• Search engine ranking• Increase in page visitors• Social metrics

2) Consideration

• Page Visitors and Page time• Lower bounce rates• Social metrics

3) Conversion

• Sales and leads• Subscription behavior• Social metrics

http://practicalglobalrelations.files.wordpress.com/



Getting found to make sales

http://contentmarketingup.com/

Google Stats

• 34,000 searches per second

• 2 million per minute

• 121 million per hour

• 3 billion per day

• 88 billion per month

http://www.wired.com/

SEO Best Practices

Keyword usage

Creating content

Encourage sharing

Mobile

http://www.highlightseo.com/

Keywords

Identify which keywords relating to your products or services that:

• Yield traffic that spends the most

time on a page

• Visits the most pages

• Host overall quantities for different

search phrases

www.contentcustoms.com

Keyword Usage

• Build a well-researched list of keywords

• Incorporate in your content: Page Titles (H1, H2 tags)

Website copy

Meta description

Image Names (Alt tags)

• Use throughout all content distribution

http://www.utahseopros.com/

Create Content

Develop good and original

content that showcases your

expertise and:

• tells a story of how you can

help

• communicates your value

proposition effectively

The website itself must be usable and updated regularly. It's also beneficial to create engaging blog content about your services.

http://www.seocosmo.com/

• Google rewards fresh content --- update your website regularly!

• Create & provide content that informs, helps, and interests your audience!

• Best way to do this: start blogging

Content Rules

http://cdn.business2community.com/

Encourage Sharing

The content you create:

• Have a strategy to build links back to your site

• Should be easily shareable on social channels

http://www.optify.net

Inbound Links

• You want: inbound links from high-authority sites (trusted, popular, PR, etc.) with relevant content.

• How do you get them?

Create share-worthy & timely content!

Ask! Link-exchange

Increase PR strategy and efforts

http://www.siliconcloud.com/

Blogging

• Blogging lets search engines know your page is relevant

• Blogging can include rich, highly used keywords

• Backlinks in your blogs can increase traffic to your page

http://www.molly-greene.com/

Share Useful Information with Blogs

Social Sharing Trends Today

Facebook

Twitter

YouTube

LinkedIn

Facebook Sharing

• Volume isn’t everything- share interesting pictures and written material

• If your message is long, make it worthwhile! Stand out with your posts

• Hand pick your target audience with PPT (page post targeting)

http://icdn9.digitaltrends.com/

Facebook: Showcase Your Brand!

Utilize the Cover Photo and About Message

Facebook: Post a Variety of Content

Twitter Sharing

• Find your voice and keep it consistent to each post, and to your brand

• Use hashtags to gain more followers

• Tweet live coverage of things happening in your industry

• Be a thought leader, be yourself, show the human side of your business

• Review efforts & measure results

• Tweet lively, relevant images

http://www.teachthought.com/

Twitter: Personal and Company Pages

Twitter: Advanced Search Feature

YouTube Sharing

Feature variety of employees, mix up the tone

Experiment with different backdrops, scenes, etc.

Sharing on LinkedIn

• Use LinkedIn groups and get new leads daily

• Ask and answer questions

• Host events

• Do an advanced search on your target market

• Send personal messages to your leads

http://www.proximity.cz/

LinkedIn Tip: Update Your Status Daily!

LinkedIn Tip: Complete Your Profile

Industry & LocationCurrent PositionPast PositionsEducationSkillsPhotosConnections

LinkedIn Company Page

Mobile

• Smartphone ownership and mobile web viewing continues to rise!

• Google is rewarding sites that have mobile websites in its AdWords program

http://www.onbile.com/

Avoid These SEO Practices

• Buying Links

• Over-using/forcing keywords – content should sound natural

• Adding so much content that your page load-times suffer

http://www.interactmedia.com/

Remember…

Getting found is only half the battle….

… Optimize your landing pages and product/services pages to drive people down the sales funnel!

http://www.webstrategiesinc.com/



Focus on attracting potential customers through the offering of useful information

http://b2binboundmarketer.com/

“Inbound marketing is a marketing strategy that focuses on attracting prospective customers by offering useful information.”

http://en.wikipedia.org/wiki/Inbound_marketing

What is Inbound Marketing?

http://en.wikipedia.org/wiki/Marketing

http://en.wikipedia.org/wiki/Inbound_marketing

Source: http://mashable.com/2011/10/30/inbound-outbound-marketing/

Content is Essential to Inbound Marketing

Your Inbound Goal: Drive INQUIRIES!

The Cycle

Be Authentic

• Forget about the cold calls and ad spots

• Demonstrate expertise through content

• Get found through high ranking SEO

http://thesoulblazing.com/

Generating Leads Via Inbound Marketing

• Leads are acquired through time

• Establish your business as a resource

• Generate content that shines

• Develop warmer leads

• Customer conversion

www.findandconvert.com

Let Inbound Marketing Work for You

• Produce

measurable ROI

• Increases leads

• Increase

company

revenue

Why Should You Use Inbound Tactics?

• It works!

• Increase Awareness & Drive Inquiries

• Reach More Customers & Prospects

• Sell more things!

http://noahrickun.com/

Success Stories

Can Those Tools Actually Help

Service Providers?

Let’s look at an example!

Vivid Laminating Technologies

• Coalville, UK

• Vivid designs and manufactures pouch laminators, wide format laminators, roll laminators and single side laminator

Vivid on Facebook

Vivid on Twitter

Background Image

Profile –Logo and Info

Current Tweets

Vivid on LinkedIn

What they’re doing right!

• They have a strategy and a plan!

• They produce a lot of content.

• Social media is integrated across multiple channels.

• They are committed! Time and energy, but it pays off!

• Vivid Crowned 'Social Media Champion‘ at FESPA 2013

http://getu2thetop.com/

Wrap Up

• Start with a Plan

• Create a Online Marketing Strategy

• Incorporate Your Social Media, SEO and Website

• Measure the Results!

Devote time to creating content,

sharing, and measuring its effectiveness

What’s Next?IT’S UP TO YOU!

http://cmslearning1.files.wordpress.com/

• Free White Paper on Inbound Marketing!

• http://InboundMarketingWhitePaper.com

Resources for You

http://inboundmarketingwhitepaper.com/

Q & A / Contact Me!: http://ilink.me/JR

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THANK YOU