Slides from "Inbound Marketing In the Big City" talk that Design & Promote held at their Chicago office. Are you tired of purchasing random email lists and wasting money on Pay-Per-Click campaigns? There’s a better way to invest those dollars with mindful inbound marketing strategies.

1. Inbound Marketing in The Big City

2. Who We Are
OUR BUSINESS
IS TO GET
YOUR BUSINESS
NOTICED
SEO WEB DESIGN BRANDING PHOTOGRAPHY SOCIAL MEDIA

3. o For more than 8 years we have
been creating engine optimized
websites that convert more
visitors into customers.
o When you work with us, you
work with a team of experts in
graphic design, marketing,
search engine optimization and
social media.
ABOUT DESIGN & PROMOTE

4. Know Your Target Audience
• You need to backup any website design with research
• Who will be visiting your website? Is it the CEO or the CEO’s intern?
• Have material on your website that is easy for people to present.
• Pay attention to your customer’s questions. Keep a stack of Post-its!

5. Nurturing a Lead Online
• Whitepaper downloads
• Newsletter marketing campaign
• Retargeting
• Regular Activity on Social Media

11. • Over 90% of websites have No SEO
• 67% of people use Google, 16% Bing, 12% Yahoo
• If Your Website Is Not “Sticky” You Will Miss Leads
SEO Facts

12. 1. Find the right keywords that your customers are using
2. Use those those keywords in your website content
3. Build links back to your site that are voted in Google’s eyes
What is SEO

13. Identify Keywords
• Think Like A Customer
• Check Out Competition
• Google Keyword Tool
• How Many Competitors? search allintitle: keyword

14. Google Keyword Tool Example

15. Keyword Competitor Check

16. Places To Use Your Keywords
• Page Titles & Descriptions
• Website Content
• Image Names & Alt Text Tags
• URLs of Pages & Posts

17. o A link to your website from another website that you
can click.
● Do follow/no follow
● Structure of a backlink
● <a href=“http://www.google.com”>Search</a>
• destination anchor
What is a backlink?

18. o Backlinks count as a vote or citation in Google’s eyes
o Backlinks to your site show trust
o All things being equal the site with the most backlinks
wins. (is #1 in Google)
Why are Backlinks Important

19. o Link Juice = Authority in Google
o Authority flows and drains out through links
o Pages with many links have less authority
o Links from pages filled with links are less powerful
● Look for links on Pages without other links
● Link from your own site sparingly to industry relevant
sites and pages
What is Link Juice?

20. o Google Webmaster Tools
o Majestic SEO
How To Check backlinks

21. ● Links that have been built by automated tools or the
kinds of links that have been in the past
◦ Thousands of blog comments
◦ Forum signature links, links in forum articles are fine
◦ Footer links
● Links with overly optimized anchor text
◦ Keyword anchor text should be varied and <5%
What is a Bad Backlink?

22. ◦ Completely un-related sites
◦ Thousands of blog comments built with tools
◦ Forum signature links, links in forum articles are
fine
◦ Footer links
Places not to put backlinks

23. How to Build Backlinks

24. o Anchor text
● Naked and neutral anchor text
◦ http://www.skyline.com “click here”
● Build mostly branded anchor text links
◦ i.e. “Skyline Exhibits” “
● Use occasional (<5%) varied keyword anchor text
◦ i.e. “Trade Show Displays” “Trade show exhibit
rentals”
Types of Backlinks

25. o Blog comments
o Directories
o Guest posting
o Social media
o Develop banner to put on partners like better business
bureau or AVVO
o Create whitepaper, graphics or tools and give code to add
to other sites.
o Hope people will steal your great content
Places to get a backlink

26. Guest Posting

27. o Searching for guest post pages + your industry
● “write for us” “chiropractor” /”submit a guest post”
o Most places then have guidelines for content and
links
o After Google updates places only accept really good
original content.
Finding Opportunities

28. Networking

29. o Sponsorships
o Libraries
o Groups
o Chamber
o News Stories
o Awards
Networking to Get Backlinks

30. Facebook Advertising

31. The Average American
Spends 40 Minutes Per
Day on Facebook.
Source: http://sproutsocial.com/insights/facebook-stats-for-marketers/

32. 78% of fans use a brand
before they Like the
page.
Source: http://www.jeffbullas.com/2015/05/09/23-extraordinary-facebook-advertising-facts/

33. Photos account for 93%
of user engagement
activity on Facebook.
Source: http://www.jeffbullas.com/2015/05/09/23-extraordinary-facebook-advertising-facts/

34. Facebook Targeting
o Facebook advertising is a great option for small
business that are running on low budgets.
o Target audience by age, demographic, mobile
activity, location and more!
o Facebook ads helps increase engagement & reach
of people who are non-fans of your page.

35. Facebook Targeting
Goal: To get locals within a
specific town to download
the app.
Offer: Try our app free with this
code!
Approach: Use Facebook ads
to specifically target people
within a 15 mile radius that are
also active mobile users on
iOS and Android devices.

36. http://www.designandpromote.com/our-seminars/