This presentation was shared during a webinar by the Grow Socially team on July 24th, 2012.
The content throughout the webinar is designed to help companies effectively use inbound marketing tactics to achieve their business objectives.
The presentation covered items such as:
- Social Media
- Search Engine Optimization (SEO)
- Website Design
- And more!
Matt Sullivan also shared some of the practical ways that companies can use Grow Socially's services to achieve success with inbound marketing.
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Using Inbound Marketing to Build Business
1. Grow Socially
Webinar
Tuesday, July 24th, 2012
Using Inbound Marketing to
Build Business
Matt Sullivan and Jason Pinto
Using Inbound Marketing to Build Business
Grow Socially Copyright 2012
2. Housekeeping Notes
• Recording Will Be Sent Via Email
• Submit Any Questions or Problems
• Connect with us: @JasonPinto
@Matt_Sully @GrowSocially
#GSWebinar
• P.S. Thank you for joining us!
Using Inbound Marketing to Build Business
Grow Socially Copyright 2012
3. Today’s Overview
• Brief Introductions
• The Marketing Landscape
• How You Can Find Social Media Success
• Your Website: From a Static Brochure to a Sales Tool
• SEO: Getting Found to Make Sales
• Final Thoughts and Questions
Using Inbound Marketing to Build Business
Grow Socially Copyright 2012
5. Introduction: Our Companies
â–ş Grow Socially
â–ş Online Marketing/Social Media
â–ş Plan, Manage, Execute and Measure
â–ş interlinkONE
â–ş Enterprise Marketing Management Software
â–ş Online Ordering, Inventory Management, Fulfillment
Using Inbound Marketing to Build Business
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6. Introductions: Who We Are
• Jason Pinto
– @JasonPinto
– jasonp@interlinkONE.com
• Matt Sullivan
– @Matt_Sully
– MattS@GrowSocially.com
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8. Marketing Used to Be “Easier”!
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9. Online Marketing Statistics
900 Million Users on Facebook
400 Million Tweets Sent Per Day
72+ Hours of Video Uploaded every minute
170 million users
12 million users… and it’s addictive!
50 million users… and sold for $1 billion!
NOTE: As of July 2012: http://www.mediabistro.com/alltwitter/social-media-users_b22556
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10. By the Numbers: Google
• 34,000 searches per second
• 2 million per minute
• 121 million per hour
• 3 billion per day
• 88 billion per month
Source: http://searchengineland.com
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11. What is Inbound Marketing?
“Inbound marketing is
a marketing strategy
that focuses on
attracting prospective
customers by offering
useful information.”
http://en.wikipedia.org/wiki/Inbound_marketing
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12. Inbound Goal: Drive INQUIRIES!
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13. How YOU Can Find
Social Media Success
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14. How do you view Social Media?
• Community
• Conversation
• Networking
• Marketing
• Relationships
• Customer Service
• Immediate Information
• Platform
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15. Optimize / Social Friendly
Get Noticed eNewsletter Sign-Ups
White Papers
Offers
Emails
Polls
Blogs
Landing Pages
Engage
and
Nurture
Engage
and
Nurture
Start with MKTG
Integrated Multi-Channel Marketing Plan
Action - Publish - Engage - Converse - Share - Product?
Social Media - Blogging - Analytics - Service?
Content Mgmt - SEO Asset?
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16. Plan! Strategy before Tactics!
ď‚— Step 1: Describe the Business, Service, Solution
ď‚— Step 2: Business, Service, Solution Goal
ď‚— Step 3: Where Is the Audience Cyclically?
ď‚— Step 4: How Does the Audience Use Social Media?
ď‚— Step 5: The One Thing
ď‚— Step 6: How Will You Humanize the Brand
ď‚— Step 7: Content Resource and Distribution Strategy
ď‚— Step 8: How Will You Measure Success?
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17. More than a PR service! Focus on Conversations
• Twitter
– Hashtags
– Retweets
– Twitter Chats
• Facebook:
– Questions/Polls
– Invite Comments!
• LinkedIn
– Groups
– Discussions
• Blog
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18. Social Reach / Viral Marketing
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19. How to Measure Success?
• How many
– Downloads
– eNewsletter Sign-Ups
– Blog Comments
– Questions
– Shared Links
– Re-Tweets
– Followers
– Site Traffic
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20. Next… Specific Business Building Tips
• LinkedIn
• Facebook
• Twitter
• YouTube
• Foursquare
• Pinterest
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21. LinkedIn Tip: Update your Status Daily!
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22. LinkedIn Tip: Complete Your Profile
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25. Facebook: Don’t Ignore Above the Fold!
Creating a page simply
involves:
• Logo
• Name
• Content
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26. Facebook: Post a Variety of Content
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27. Facebook Advertisements Can Work!
Target Facebook Users
to Reach Your Target Audience!
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28. Twitter: Personal and Company Profiles
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29. Twitter: Advanced Search Feature
https://twitter.com/search-advanced
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30. Tip: FollowerWonk.com to Find People
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31. YouTube: Tips for Success
• Feature variety of
employees, mix
up the tone
• Experiment with
different
backdrops,
scenes, etc.
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33. Pinterest: Buzz-worthy or Goal-Achiever?
• Visually tell the story of your brand!
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34. Don’t Forget! Align Tactics with Goals
Tactic Goal Key Steps
Facebook Fan page Increase awareness of Post once a day; Custom
services, generate leads Tab for demo registration
Twitter company page Become a thought leader, Post multiple times daily;
provide support share marketing-related
news; active listening
YouTube Profile Humanize brand; create Film weekly video of
demand employee(s); create
screencasts of customer
successes
Pinterest Drive website traffic! Create boards to highlight
portfolio work
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35. Your Website: From a Static
Brochure to a Sales Tool
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36. Problem with Many Websites Today
• They are not updated
frequently enough.
• The graphics, product &
services listings, and text do not
accurately reflect a brand’s
mission statement.
• They are not generating leads.
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37. Remember: The Website is Home Base!
Integrating content creation, distribution, customer
engagement, and measurement of your marketing efforts
can increase campaign effectiveness.
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38. Website Review: Online Marketing Audit
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39. Step 1: Your Target Audience
• What benefits them?
– It’s not your equipment.
– It’s the solutions &
value that your people
and equipment provide
– Make changes to
pictures, front-facing
content, benefit listings.
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40. Step 2: The Change Process
• What is the Process for Making
Changes & Adding Content?
• Do you always need IT (in-house
or outsourced) involvement?
• If so, consider making a change –
CMS, different host provider.
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41. Step 3: Lead Generation
• How many leads
does your
website today?
• If it’s not
enough, embed
more lead-
generation
forms!
• Add calls-to-
action to all
pages!
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42. Step 4: Mobile Optimized
• Do visitors have to tap, zoom, scroll?
• Is there Flash?
• How long is loading time?
• Build a mobile website today!
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43. SEO:
Getting Found to Make Sales
Using Inbound Marketing to Build Business
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44. What is Search Engine Optimization?
• Getting found!
• Using specified keywords
• Consistently updating your
content
• Using links to and from
other pages and websites
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45. 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
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46. Use Google Analytics to Understand Impact
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47. Content Rules!
• 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.
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48. 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
– Comment on other blogs
– Increase PR strategy and efforts
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49. Blogs: Crucial to SEO Success
• Humanizing
• Improves SEO
– Keywords
– Links
– Updated Information
• Give Expertise
• Updates on Company
Activities
• Sharing Information
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50. Be Ready for Mobile Search with a Mobile Site!
• Create a mobile website that is
automatically presented to the
growing number of
smartphone owners!
• Tip: http://iFlyMobi.com!!!
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51. Measuring Your Success Tools: Google Analytics
Social Media
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52. Final Thoughts and Questions
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53. Success Depends on All of These Items!
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54. This Takes Planning: Calendar #1
Announce Mail -
Send out on website Monthly
flyers to
Newsletter
clients
Email
eNewsletter
(Announce)
Tell
Expo Event
colleagues
8AM-6PM
you’re
attending
Send thank Enter new
you cards contacts in
Excel
55. This Takes Planning: Calendar #2
Create Announce Announce on Mail -
Send out Post, Link on website & Monthly
flyers to back to Newsletter
clients website
Comment on Connect with Share event Email
event’s Keynote article on eNewsletter
page Speakers on (Announce)
Announce Tell
Share event Join in on Expo Event
booth # colleagues
article on event’s 8AM-6PM
with you’re
hashtag
video post attending
Send thank Enter new
Follow-Up Share Friend new
you cards contacts in
with speaking contacts on
Excel
Post & Post presentation
Pictures on
56. Inbound and Outbound Marketing
Work Together
COMPANY
WEBSITE
Social Whitepapers,
Media eBooks
3500 Downloads
Visitors
SEO eNewsletter
Sign-Ups
DM/Flyer 2000
Visitors Comments &
Questions on
CRM
E-mail
Blog
800
Links Visitors Info/Inquiries
Other 100 Webinar
Visitors Sign-Ups
Using Inbound Marketing to Build Business
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57. Wrap Up
• Start with a Plan
• Create a Online Marketing
Strategy
• Incorporate Your Social
Media,
SEO and Website
• Measure the Results!
Using Inbound Marketing to Build Business
Grow Socially Copyright 2012
58. Resources for You
â–ş Free White Paper on Inbound Marketing!
â–ş http://InboundMarketingWhitePaper.com
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59. Grow Socially Service Offerings
Strategic Marketing Planning Branding Consultation
• Phased Approach • Three options for new look
• Due Diligence and feel
• Create Road Map • Messaging and Positioning
• Deliverable is a two year • Incorporate into all
plan including resource marketing channels
projections
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60. Grow Socially Services
Social Media Marketing Website Consulting & Design
• Management • Analytics
• Planning • Functionality
• Analytics • Engaging
Consulting Search Engine Optimization
• Strategic Marketing Plans • SEO Grader
• Business Plans • Improve Keywords
• Ad Campaigns • Increase Organically
• Social Media Audits
Using Inbound Marketing to Build Business
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61. More Resources for You
â–ş http://GrowSocially.com
â–ş http://interlinkONE.com
â–ş http://iFlyMobi.com
â–ş http://Twitter.com/GrowSocially
Using Inbound Marketing to Build Business
Grow Socially Copyright 2012
62. Contact Grow Socially
â–ş MattS@GrowSocially.com
â–ş Sales@GrowSocially.com
â–ş 1.800.948.0113
â–ş Twitter.com/GrowSocially
Using Inbound Marketing to Build Business
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63. THANK You!
Have a great afternoon.
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Hinweis der Redaktion
Welcome to today’s webinar! Thank you for joining us.
A few quick housekeeping notes before we get started
Brief introduction… Myself, jasonp…. Matt , do you want to tell people a bit about what you do here at Grow Socially?
Now, many of these channels can still be effective. But the point of today’s webinar is that we can no longer solely rely on them to increase awareness, buzz, and generate leads
So, these stats, the social media stats, are amazing… Think about someone’s behavior on Google. People here that I work with, they know the website address, but yet I still see them go to Google and search for the product by name.If some of yoru customers and prospects are doing that, wow! Are you checking that……Your overall marketing efforts!Specifically, inbound marketing.
Ask Matt: what really is inbound marketing? What does it mean for a business?
So here’s where we tie in inbound marketing to business. We are not trying to tell you to just be on Facebook, or Twitter, or to post pictures of your employees and company outings. Those efforts need to be tied into your other marketing/business objectives,.. To generate traffic, inquiries, leads, and sales.If they are not doing that, then something needs to change.This often isn’t the case because someone puts social media in a silo, with someone whose “good with Facebook” but disconnected from the rest of the business.It works!Increase Awareness & Drive InquiriesReach More Customers & ProspectsSell more things!
It really starts with how we view it… Do we just view it as one of these things? Or something else entireley? Perhaps something that’s a way for us to simply share the latest blog post URL.It has to be about more than that.How people communicate, Target like-minded prospects, Communicate with customersWhy use social media?More prospects to sell toGenerate interest in your brandBuild your brandLoyaltyPosition your companyCustomer ServiceAnother Channel
Kodak, diners club, Polaroid, Montgomery ward Need to reinvent themselves1-3 years to reinvent themHave Sales Reps OnlineShare Case Studies OnlineAnswer QuestionsSend Requested InformationFollow UpConnect
Lots of ways to measure social media success, so make sure you determine your key metrics BEFORE you get started. I recommend picking three solid metrics to track. Appropriate metrics differ based on what your objective is for the program.
Provide keywords in the Company descriptionAdd your Products & ServicesUpdate the Company Status frequentlyMatt will talk about the various features here… Mention advertisements as well!
Talk about Timeline, cover imagesTalk about the 4 boxes you can highlight… considerations
Talk aobut value of pictures, getting Likes, … how it helpss Edge Rank… which will make your other posts get shownHovering over the # of likes… see organic vs. viral search (matt has slide)
Benefits of facebook ads.. Affordable, most effectiveAsk Matt about specific types of facebook ads that have worked for businessesTarget your competitors
One of the key things that we see when it comes to Twitter success---- you have to engage on a personal and professional level.It’s important to have a company page, but we’ve seen the most success by also having our employees with personal pages . Of course, we want them sharing our content, content that will appeal to our customers and prospects, engaging with our audience, etc… but also building relationships!
Thoughts from matt: companies aren’t creating enogh … not taking the steps tp create and edit and publishPutting the URL in the description up top to drive traffic… and then measureFill out your tags! Keywords in description.Don’t just upload and hope people find it! You have to activelyh promote it and share across other channels, in an integrated campaign !
Pictures of employees, jobs that you’ve produced, on the road shows, apps that you love, etc.Connect with clients that are already therePost pictures of your job samples, creative outputs, marketing collateral, and other pieces that you are proud of.Showcase employees – management and day-to-day!Claim your branded username today!Avoid uploading directly to Pinterest – Pin photos from your website and blog to drive traffic.Focus on creating and sharing helpful content that your customers will benefit from… and that will visually appeal to them!-------Can it drive business? If yoursignifcant other is on Pinterest, check your credit card statements.
This slide wraps up the social media section!
Social-friendly, searchableInteractiveBlogsCommentsLanding PageeNewsletter Sign-UpsWidgetsCalls to action for people to raise their hand
TALK about the importance of mobile here…. Then.Before we leave this slide.. This wraps up our section on WEBSITE improvements.. Here are some wrap-up tipsAnalyze how much time you spend on it today; most likely, it’s not enough!Your website needs to be integrated into all of your marketing efforts, incuding print, email, social media, and more.
SEO Best PracticesKeyword UsageContent Rules!Inbound LinksMobile
Improves SEONarrows down what your site is aboutThe more, the better
What about items to avoid?Ask Matt what he thinks about these tactics: Buying LinksOver-using/forcing keywords – content should sound naturalAdding so much content that your page load-times suffer.
Smartphone ownership and mobile web viewing continues to rise!Google is rewarding sites that have mobile websites in its AdWords program