1 Inbound Marketing Overview January 26, 2015 BEC 382
3 Past Week Presented 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
4 Discussion Topics #Fail Review Research Presentation Inbound Marketing Overview Managing Content Assignment Review
6 What would you do? What would it require?
7 Logistics Blog posts Facebook Admins Adwords Accounts Teams Surprises? Concerns? Questions?
8 :30 Review Class Session One 1/12/14 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 Marketing Web Search Display Advertising Social Marketing Reviews 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 customers Retain customers Increase sales Decrease costs Advance brand They all can None can T/F A Creative Brief is the tool marketers use to make sure the messaging for campaigns is consistent across tactics
12 Themes How did persona change? How did features/ benefits change?
13 Review Digital 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
14 Digital Marketing Digital Marketing has four elements: Content Marketing Social Marketing Search Marketing Advertising
16 What is Inbound Marketing? Instead of buying ads, buying 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
17 Inbound is a new way to market using digital thinking and tools Get found by qualified leads online with content (website pages, blog articles, social messages) optimized for search and social media. Understand what content pulls your buyers through the sales funnel, and use that context to personalize your marketing at scale.
18 Inbound Themes Content Creation Lifecycle marketing Personalization and Context Multi-Channel Presence Integration with metrics Hubspot s?
19 Content Creation You create targeted content that answers your customer's basic questions and needs and share that content widely Google a question
20 Lifecycle Marketing People go through stages as they interact with companies and each stage requires different marketing actions What are you considering now?
22 Personalization and Context 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
25 Multi-Channel Presence Approach people where they are, in the channel where they want to interact Keywords Blog Social media Website
27 Integration with Metrics Publishing and analytics tools work together allowing focus on publishing the right content in the right place at the right time
28 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
30 Key Consideration Match content type to your goals and objectives
31 Buying Process
32 Attract Convert Close Delight Strangers Visitors Leads Customers Evangelists Blog Social Media Keywords Web Pages Landing Pages Forms Social Media Web Pages
33 Four Steps of Inbound 1. Attract 2. Convert 3. Close 4. Delight Source: HubSpot
34 Attract Convert Close Delight Strangers Visitors Blog Social Media Keywords Pages Workflows Lead Scoring CRM Integrations Social Media Smart-Calls-to-Action Workflows
35 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
36 Blogging 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 Source: HubSpot
37 Keywords Pick keywords and create content around the terms your ideal buyers are searching for Also use Hashtags in social media
39 Attract Convert Close Delight Strangers Visitors Leads Blog Social Media Keywords Pages Calls-to-Action Landing Pages Forms Contacts Workflows Lead Scoring CRM Integrations Social Media Smart-Calls-to-Action Workflows
40 Steps through Buying Process 2. Convert visitors into leads by getting contact information in exchange for valuable content Landing pages, forms, Contact us
41 Calls-to-Action CTA s Buttons or links that encourage visitors to do something Can t generate leads without button and compelling offer
43 Attract Convert Close Delight Strangers Visitors Leads Customers Blog Social Media Keywords Pages Calls-to-Action Landing Pages Forms Contacts Lead Scoring CRM Integrations Social Media Smart-Calls-to-Action Workflows
44 Steps through Buying Process 3. Close the sale: Turn Leads into Customers through targeted, often automated, nurturing programs and social media interaction , social media, marketing automation
47 Attract Convert Close Delight Strangers Visitors Leads Evangelists Customers Blog Social Media Keywords Pages Calls-to-Action Landing Pages Forms Contacts Workflows Lead Scoring CRM Integrations Social Media Smart-Calls-to- Action
48 Steps through Buying Process 4. Turn customers into Delighted brand evangelists through personalization, tailored messages ( smart content ), and additional sales , web pages
49 Managing Content
50 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)
51 Technical Tools Content marketing requires searchability and sharing. Key ideas: Tags, Keywords, Hashtags RSS Share This
52 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
53 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
54 Social Sharing
57 Distribution and Monitoring Tools dlvr.it hootsuite.com sproutsocial.com hubspot.com
61 Landing Pages
64 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
65 Landing Page Risks Multiple messages Not segmenting Too many CTA s Being to pushy Reflecting brand poorly
66 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
68 Welcome Tiffany Self B.A. in Behavioral Sciences, Northwest University (Kirkland, WA) PR and Alumni Director, Northwest University ( ) Media Relations Director, Wheaton College ( ) 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)
69 Assignments Create $1 Invitations blog posts, evaluate landing page and develop team content strategy Next week: Community Management and Facebook
71 Additional Slides
76 Impact of the Web on Marketing PRE-INTERNET Buyer: Relatively uninformed. Buyer Journey: Linear. Marketing Plan: Interrupt (cold calls and advertising). TODAY Buyer: Well-informed. Buyer Journey: Fluid and random. Starts with Google. Marketing Plan: Thought leadership through content creation.
77 Metrics Web/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
78 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
79 Advertising vs. Inbound Marketing (in General) Advertising short prospect attention works by interruption expensive (print, paper, production) corporate message Inbound Marketing sustained attention through sales cycle reaches at point of interest often more cost-effective 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
80 Push vs. Pull Marketing Push (Advertising) Broadcast messages with frequency to generate transactions Interruption Marketing Episodic Campaigns Advertising/Paid Media Broadcast Pull (Inbound Marketing) Communicate to build relationship with value over time Attraction Marketing Continual Campaigns Earned Media Search
81 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