The lifeblood of a successful business today is Inbound Marketing. A solid inbound marketing plan that ranges from attractive, creative advertising campaigns into further information on strategic landing pages into lead generation into sales conversions and finally into measurement and accountability, is the basis of success in today's business world. Without this process, your advertising and marketing investments are floundering in the wind. This session, Marketing Your Business . . . Developing & Advertising Your Brand, presented to local business owners on behalf of the Chesapeake (VA) Economic Development Department, explores the details of executing and measuring the results of a successful Inbound Marketing strategy. The discussion points out the ultimate importance of Content Marketing, how Inbound Links verify trust, the growing significance of Social Signals, and SEO's role as the search engines view it today. Also discussed are various Inbound Marketing methods JASE has planned and implemented successfully for several clients in multiple verticals.

1. Keith Parnell, JASE Group
jasegroup.com/keith-parnell
@parnellk63
@JASEgroup

2. Social
Video Bookmarking Online Press
Sharing Releases
Photo Email
Sharing Marketing
Social Media Outdoor
Marketing Advertising
Search Website Direct Mail
Engine
Marketing & Blog Advertising
@JASEgroup

3. Social
Bookmarking
Online Press
Video Sharing
Releases
Email
Photo Sharing
Marketing
Social Media Outdoor
Marketing Advertising
Search Engine Website Direct Mail
Marketing
& Blog Advertising
Search Strategic
Quality Inbound Social Smart Web
Engine Landing
Content Links Signals Development
Optimization Pages
@JASEgroup

4. Social
Bookmarking Online
Video
Press
Sharing
Releases
Photo Email
Sharing Marketing
Social
Outdoor
Media
Advertising
Marketing
Search Website Direct Mail
Engine
Marketing & Blog Advertising
Quality Search Engine Smart Web Strategic
Inbound Links Social Signals
Content Optimization Development Landing Pages
Brand Monitoring
Analytics Research
ROI Calculations
Reengagement Planning
@JASEgroup

5. Ad Campaign
@JASEgroup

6. Ad Campaign
Landing Page URL
@JASEgroup

7. Ad Campaign
Landing Page
@JASEgroup

8. Ad Campaign
Landing Page
Lead Generation
Webform
@JASEgroup

9. Ad Campaign Marketing Conversion Rate
500 pageviews / 50 webform leads = 10%
Landing Page
Lead Generation
Webform
@JASEgroup

10. Ad Campaign
Landing Page
Sales Team
@JASEgroup

11. Ad Campaign Sales Conversion Rate
50 leads / 5 sales = 10%
Landing Page
Sales Team
@JASEgroup

12. Ad Campaign Landing Page Sales Team
@JASEgroup

13. Creative Director Marketing Director Sales Manager
Ad Campaign Landing Page Sales Team
@JASEgroup

14. Creative Director Marketing Director Sales Manager
Marketing Conversion Rate Sales Conversion Rate
Ad Campaign Landing Page Sales Team
@JASEgroup

15. Vice President of Sales & Advertising
Creative Director Marketing Director Sales Manager
Marketing Conversion Rate Sales Conversion Rate
Ad Campaign Landing Page Sales Team
@JASEgroup

16. Vice President of Sales & Advertising
Overall Ad Spending Per Closed Sales
Creative Director Marketing Director Sales Manager
Marketing Conversion Rate Sales Conversion Rate
Ad Campaign Landing Page Sales Team
@JASEgroup

17. Vice President of Sales & Advertising
Overall Ad Spending Per Closed Sales
Content Marketing
Marketing Director Sales Manager
Social Signals
Marketing Conversion Rate Sales Conversion Rate
Search Engine Optimization
Sales Team
Pay-per-click
Email Marketing
Social Bookmarking
@JASEgroup

18. Vice President of Sales & Advertising
Overall Ad Spending Per Closed Sales
Telemarketing
Marketing Director Sales Manager
Television Commercials
Marketing Conversion Rate Sales Conversion Rate
Radio Spots
Trade Shows
Print Advertising
Outdoor Boards
@JASEgroup

19. Vice President of Sales & Advertising
Brand Monitoring
Analytics Research
ROI Calculations
•Dollars per new lead
•Dollars per new sale
Reengagement Planning
•We can now apply measurable results to reengagement planning
decisions.
@JASEgroup

20.  Content Marketing
o Blog articles, White Papers, Press Releases, eBooks,
Webinars, Videos, Podcasts.
 Inbound Links
o Business Partner websites, Referral websites, Social
Bookmarking websites.
 Social Signals
o Google+, Twitter, Facebook, Pinterest (? possibly + what’s
next).
 Search Engine Optimization
@JASEgroup

21.  Google AdWords
o Search Partners: Google.com, AOL.com
o Display Network: YouTube, MySpace
 Bing Ads
o Bing.com, Yahoo.com, Flickr
 Facebook
 LinkedIn
 Twitter
@JASEgroup

22.  Demographics
o Sex, Race, Age, Income, etc.
 Socialgraphics
o Understand your customers’ social behaviors.
o Where are your customers online?
o Who do your customers trust online?
o Who trusts your customers online?
o Don’t focus on the tools / technology.
@JASEgroup

23. @JASEgroup

24. Telemarketing
Television Commercials
Radio Spots
Trade Shows
Print Advertising
Outdoor Boards
@JASEgroup

25. Telemarketing
Television Commercials
Radio Spots
Trade Shows
Print Advertising
Outdoor Boards
@JASEgroup

26.  Creative Director
 Art Directors
 Copywriters
 Web Developers
 Tech Engineers
 Marketing Team
 Sales Team
 Accounting Team
@JASEgroup

27. Slides & Video are available at
JASEUniversity.com
Questions?
To learn more about the ever-changing world of
Inbound Marketing, visit JASEGroup.com/blog
@JASEgroup

28. This slide intentionally left blank.
@JASEgroup

29. The lifeblood of a successful business today is Inbound Marketing. A solid
inbound marketing plan that ranges from attractive, creative advertising
campaigns into further information on strategic landing pages into lead
generation into sales conversions and finally into measurement and
accountability, is the basis of success in today's business world. Without
this process, your advertising and marketing investments are floundering
in the wind.
This session, Marketing Your Business . . . Developing & Advertising Your
Brand, presented to local business owners on behalf of the Chesapeake
(VA) Economic Development Department, explores the details of executing
and measuring the results of a successful Inbound Marketing strategy. The
discussion points out the ultimate importance of Content Marketing, how
Inbound Links verify trust, the growing significance of Social Signals, and
SEO's role as the search engines view it today. Also discussed are various
Inbound Marketing methods JASE has planned and implemented
successfully for several clients in multiple verticals.
@JASEgroup