THE INBOUND MARKETING WAY THE BATTLE OF GOOGLE MARKETING HOUSE MARKETING HOUSE MARKETING HOUSE

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1 THE INBOUND WAY THE BATTLE OF THE BATTLE OF GOOGLE When did GOOGLE start? Everyone Google about everything - (The Swede googles +30 million times/day) Every day Google answers 1 BILLION questions Googles new algorithm rank BLOGS, SOCIAL MEDIA, FORUMS/CHATS HIGHER then before 93 % of all B2B buying processes starts on INTERNET 80 % of all B2B companies prefer information from articles, cases, news, NOT advertising CONTENT on top 3 on the first page of Google will gain competition advantages What people LIKE, COMMENT, SHARE & RECOMMEND is more credible than traditional push marketing Source: HubSpot/Google 1

2 WHAT IS INBOUND? HUBSPOT HAR FRÅGAT ÖVER 3,300 MARKNADSFÖRARE I 128 COUNTRIES VAD DE TÄNKER PÅ NÄR DET GÄLLER. HERE S A SNEAK PEAK OF WHAT THEY SAID HERE S A SNEAK PEAK OF WHAT THEY SAID FROM OLD SCHOOL TO NEW SCHOOL MEDIA 2

3 INTERRUPT Outbound marketing (push) Allt du betalar för Print TV Annonsering DR TM Mässor Kalla samtal Köpta epostadresser ATTRACT Inbound marketing (pull) SEO Bloggar Social media Whitepapers Ebooks Webinarer Content YouTube How to on YouTube INBOUND S MARKNADSANDEL 58 % 54 % Av marknadsförare använder Inbound marketing Mer leads genereras genom genom inbound äm outbound INBOUND IS GROWING 48% Av marknadsförarna kommer att öka investeringarna i inbound marketing i år 3:e året i rad där inbound budgetar ökar till att nästan stå för 50% 3

4 INBOUND METHODOLOGY Inbound marketing is a HOLISTIC, data-driven approach to marketing that involves ATTRACTING & CONVERTING visitors through CONTENT and personal context. Marketers are looking to inbound marketing as a SOLUTION to reaching today s fragmented, digitally savvy company audience. A<ract Convert Close Delight Strangers Visitors Leads Customer References Blogging Sociala media Keywords Pages Calls- to- AcQon Landingpages Forms markeqng markeqng MarkeQng AutomaQon CRM integraqon Social media Smart Calls to AcQon markeqng MarkeQng AutomaQon KANALER I EN INBOUND STRATEGI Inbound företag arbetar smartare: ÖKAR närvaron på Internet Har AKTIVITETER & TAKTIKER som lockar/drar besökare till sin webbplats DELAR användbar och affärsnyttigt innehåll Har VERKTYG & RESURSER för att attrahera potentiella kunder De tre nyckelverktygen är; SEO Affärs-BLOG SOCIAL MEDIA Marketing Automation Online PR Blog Online video Direct/references links Word-to-mouth TAKTIKER/KANALER Webinars INBOUND White papers SEO Social media Webzines Pod casting FAQ pages Forum Infographics 4

5 INBOUND BUZZ WORDS Buyers Personas SEO -> CEO Driving traffic to the web and landingpages Content marketing Conversion Rate Whitepapers On/off page SEO Marketing automation Lead nurturing Lead scoring Calls-to-Action Landingpages Integration with marketing Automation Tools => RoI & RoE -> i e HUBSPOT AUTOMATION Automatiserade processer för att FÖRFLYTTA LEADS genom köpprocessen tills de är s.kqalified SALES LEADS and redo att kontaktas av SÄLJ AUTOMATION From the beginning - automated campaigns Today techniques to move leads along the buying process Tailormade s depending of what a visitor or lead have shown interest in on your web But also integration of other inbound marketing tactics And to really get a RoI today you need to use an all in marketing tool Like HubSpot 5

6 CONTENT IS KEY New ways of doing via INTERNET CREATE business oriented, useful and shareable information NO SELLING but SOLUTION ORIENTED information BRANDING & by giving away KNOWHOW for free To ATTRACT potential clients in an EARLY STAGE Building a BRAND REPUTATION SUPPORT followers in their jobs by using YOUR content Be professional but also a little personal Add HUMOUR now and then Use VARIOUS kind of content ENGAGE with your crownd by asking questions Write WHITEPAPERS & EBOOKS 8 STEG OFÖR ATT TA FRAM ENB2B SOCIAL MEDIA STRATEGY KEYS TO SUCCESS 8 STEG för att sätta en B2B SOCIAL MEDIA STRATEGY Analys Mål Strategi Utbildning Plan IntegraQon Mät Följ upp WHAT IS YOUR SOCIAL MEDIA STRATEGY 6

7 INGEN PLAN, INGA MÅL INGA RESULTAT.. Vad vill du eller ditt företag uppnå? Hur ska du göra det? Hur vet du när du når dina mål? Mät dina aktivitter Öka antalet följare, gillare, delningar, kontakter, kommentarer etc När du når ett mål FIRA! If You dynt know where You are going, You dynt know when you have reach your destination ANALYS AV SOCIALA MEDIA KANALER LINKEDIN FACEBOOK TWITTER YOUTUBE VIMEO PINTEREST INSTAGRAM SLIDESHARE (PR-like CISION PLAY SYFTE Driva TRAFIK till webben BYGGA och förstärka varumärke Hitta nya leads 7

8 POSTING PLAN INTEGRATERAD I DIN CONTENT PLAN S, BLOGG, SOCIAL MEDIA VEM, NÄR; VAD, KANAL, BILDER/FILMER, ERBJUDANDE TAKTISK PLAN SAMMANFATTNING Vad är Inbound marketing KANALER i en inbound marketing strategi Content marketing Marketing Automation Buyers persona - vem skriver du för 8 Steg i en B2B Social Media Strategi TACK! Hi: Annica Thorberg J Mail: Surf: Call: What: Trainer Speaker Adviser Know: CerQfierad B2B Social media Consultant CerQfierad Inbound markeqng consultant CerQfied Partner Agency for HubSpot LinkedIn Trainer & Speaker Connect with me/us at Twi<er LinkedIn Facebook Google+ SlideShare Pinterest Company Book Foursquare /www.linkedin.com/company/markeqnghouse 8

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