This is a presentation Ben gave at the Brisbane Web Design networking group at The Edge on the 18th of October 2012 It has a focus on what Web Designers can do as part of an Inbound Marketing campaign. <a>www.mattersolutions.com.au/blog/2012/10/inbound-marketing-presentation-for-brisbane-web-design</a>

1. Inbound Marke-ng
A
presenta*on
for
Brisbane
Web
Design
on
Thursday
16th
October
2012

2. PART ONE
What is Inbound Marke-ng?
How
is
it
relevant
for
web
designers
and
developers,
businesses
&
you?

3. Inbound Marke-ng
• AEract
Traffic
• Convert
Visitors
to
LEADS
• Convert
LEADS
into
SALES
• Increase
Customer
Margins
• Analyse
for
Con*nuous
improvement.
Source:
hEp://en.wikipedia.org/wiki/Inbound_marke*ng

4. Inbound Marke-ng
• AEract
Traffic
• Convert
Visitors
to
LEADS
• Convert
LEADS
into
SALES
Web
• Increase
Customer
Margins
Design
• Analyse
for
Con*nuous
improvement.
Source:
hEp://en.wikipedia.org/wiki/Inbound_marke*ng

5. Inbound Marke-ng
• AEract
Traffic
SEO,
Social,
Real
World
• Convert
Visitors
to
LEADS
• Convert
LEADS
into
SALES
• Turn
Customers
into
higher
margin
Customers
• Analyse
for
Con*nuous
improvement.
Source:
hEp://en.wikipedia.org/wiki/Inbound_marke*ng

6. Inbound Marke-ng
• AEract
Traffic
• Convert
Visitors
to
LEADS
• Convert
LEADS
into
SALES
• Turn
Customers
into
higher
margin
Customers
• Analyse
for
Con*nuous
improvement.
CRO
Source:
hEp://en.wikipedia.org/wiki/Inbound_marke*ng

7. Inbound Marke-ng
• AEract
Traffic
SEO,
Social,
Real
World
• Convert
Visitors
to
LEADS
• Convert
LEADS
into
SALES
Web
• Increase
Customer
Margins
Design
CRO
• Analyse
for
Con*nuous
improvement.
Source:
hEp://en.wikipedia.org/wiki/Inbound_marke*ng

8. Inbound Marke-ng
…
is
Mul*-­‐disciplinary
– Too
many
special*es
for
one
person
– Many
things
move
at
once,
need
coordina*on
– Social
interac*on
means
care
and
aEen*on
=
*me
…
Agile
– the
whole
process
must
be
flexible

9. PART TWO
Planning & Doing
What
are
you
doing?
hEp://www.youtube.com/v/LkCNJRfSZBU

10. What does L-­‐E-­‐E-­‐ROY teach us?
hEp://www.youtube.com/v/LkCNJRfSZBU

11. Work toward goals
Goals
help
you
define
a
strategy.

12. Work toward goals
Goals
help
you
define
a
strategy.
Goal
=
Des*na*on
Strategy
=
Route/Map
Tac*cs
=
Car,
Bike,
Walk

13. Strategy Vs Tac-cs
Q.
Do
you
think
Strategically?
A.
Huh?
Don’t want to
Yes, but not enough
Yes, when I’m planning
All the 9me

14. Strategy Vs Tac-cs
Excuses?

15. Strategy Vs Tac-cs
If
you
planned
properly,
do
you
think
it’d
save
*me?

16. Strategy Vs Tac-cs -­‐ Example
Knowing
your
audience
is
strategic.
Hello #bneweb
Choose
your
audience
–
more
strategic
Do
you
know
who
you
are
talking
to?

17. PART THREE
Using Web Design to get ahead
Lots
of
take
away
*ps

18. Inbound Marke-ng
• AEract
Traffic
SEO,
Social,
Real
World
• Convert
Visitors
to
LEADS
• Convert
LEADS
into
SALES
Web
• Increase
Customer
Margins
Design
CRO
• Analyse
for
Con*nuous
improvement.
Source:
hEp://en.wikipedia.org/wiki/Inbound_marke*ng

19. What can web designers do?
Available
on
Slideshare
hEp://goo.gl/LVQdR
Carolyn
King’s
presenta*on
–
#bneweb
Oct
2011

20. SEO: What can web designers do?
1. Websites. Include
a
blog
&
social
integra*on.
Easy to update, share and enjoy!

21. SEO: What can web designers do?
2. Speed,
use
Google
Page
Speed
– Use
sprites,
minify
CSS
and
JavaScript
– Server:
use
keep-­‐alive,
caching
+
more

22. SEO: What can web designers do?
3. Website Structure,
don’t
change
URLs
/
/widgets.html
/contact.html
Link
in
from
another
website

23. SEO: What can web designers do?
3. Website Structure,
don’t
change
URLs
/
/
?
/widgets.html
?
/widgets.html
?
?
/contact.html
/contact.html
/widgets-­‐brisbane
/contact.html

24. SEO: What can web designers do?
3. Website Structure,
don’t
change
URLs
/
301
redirect
/
–
S*ll
not
ideal
/widgets.html
/widgets.html
/contact.html
/contact.html
/widgets-­‐brisbane
/contact.html

25. Social Media – Do this…
Add
the
markup
to
make
social
shares
great!
• Facebook
og:image
hEp://developers.facebook.com/docs/opengraph/
• TwiEer
Cards
hEps://dev.twiEer.com/docs/cards
• Google+
hEps://developers.google.com/+/

26. Social Media – Do this…
HTML
code
for
<head>
</head>
<meta
name="twiEer:card"
content="summary">
<meta
name="twiEer:site"
content="@maVersolu-ons">
<meta
name='twiEer:image'
content='<?php echo $image;?>'>
<meta
property='og:locale'
content='en_au'/>
<meta
property='og:*tle'
content='<?php wp_-tle(''); ?>'/>
<meta
property='og:url'
content=’<?php echo $url; ?>'/>
<meta
property='og:site_name'
content='MaVer Solu-ons'/>
Can
have
more
<meta
property='og:type'
content='ar-cle'/>
than
one
<meta
property='og:image'
content='<?php echo $image; ?>'/>
<meta
property='og:image'
content='<?php echo $image2; ?>'/>
<link
href="hVps://plus.google.com/XXXXXXXXXXX"
rel="publisher"
/>
NB.
This
example
is
based
on
WordPress
and
some
custom
code
to
define
$image

27. Social Media – Do this…

28. PART FOUR
You’re set-­‐up like a pro, now what?
Get
busy.
Publish,
promote,
share and enjoy

29. Publishing? Should you be…
LinkedIn-­‐ing…?!?
Twee*ng?
Blogging?
Link
building
Facebooking?
Remarke*ng?
AdWords
Vlogging?
Analysing
data?

30. Another
way
to
think
about
it…
You are a publisher.
•
A
publisher
of
your
ideas
• Your
business
is
(or
should
be)
genera*ng
content

31. Video
Events Tweets Blogs
UGC
Comments Comics
Slide Decks Products
Photos Infographics
Animations CONTENT MARKETING! Services
(aka anything you produce to earn awareness, likability & trust)
UI Elements Physical Space
APIs Print Material
Ads
Press
Tools Food PDFs
Data Platforms Plugins
Source:
Rand
Fishkin,
SEOmoz.org

32. Answer these ques-ons…
Rand
Fishkin
“Great answers to these ques9ons
yield a great content marke9ng
strategy”

33. What
Experiences
will
earn
an
impact?

34. Trust?

35. Likeability?

36. Engagement?

37. Metrics?

38. Content Marke-ng (for
a
Brisbane
Accoun*ng
Firm)
Goal: Build awareness of core Influencers: Brisbane journalists,
services. Acquire new networking contacts,
business clients, $1-5M their friends & family
Who: Brisbane & Gold Coast Experience: Positive, Work-Life,
small and medium Family-friendly,
businesses (SMEs). Uncontroversial
Owner/operator/Family
business
ROI Comparison:
Where: Search Engines, Yellow Pages or Print advertising
Social Media ROI $XX per lead, converting at 30%
hEp://www.slideshare.net/randfish/rand-­‐mozconcontentstrategy2

39. Inbound Marke-ng
Website
Design/Development
+
conversion
op*misa*on
Content Marke-ng Social Media
Search Engine Op-misa-on Online Adver-sing
Analy*cs

40. Thank you, ques-ons?
Ben
Maden
Mobile
0400
789
949
Office
07
3117
2300
ben@maEersolu*ons.com.au
The
slides
+
more…
hVp://goo.gl/b3hbs