Paul Roetzer gave a presentation on developing an inbound marketing game plan. He began by explaining the differences between outbound and inbound marketing. He then discussed key inbound marketing strategies like search engine optimization, content marketing, and social media. Roetzer stressed the importance of defining objectives, building dynamic budgets, and continuously measuring performance. The overall message was that inbound marketing levels the playing field for organizations and emphasizes relevant content over paid placements to attract customers.

1. Online Marketing Summit
Milwaukee, WI | June 28, 2010
How to Build Your Inbound
Marketing GamePlan
(#IMGamePlan)
Paul Roetzer (@paulroetzer)
President
PR 20/20
www.PR2020.com
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2. What is Inbound Marketing?!
@paulroetzer #IMGamePlan 2

3. Get Found
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4. Outbound Marketing
800-555-1234!
Annoying!
Salesperson!
@paulroetzer #IMGamePlan

5. Inbound Marketing
Content
SEARCH
Social
Media
@paulroetzer #IMGamePlan

6. By the Numbers
15.5 billion core searches conducted in
April 2010
Source: comScore, Inc 6

7. By the Numbers
U.S Internet users watched 30.3 billion videos
in April 2010
Source: comScore, Inc 7

8. By the Numbers
More than 1 billion “tweets” estimated per month
Source: Royal Pingdom 8

9. By the Numbers
More than 25 billion pieces of content (web links, news stories, blog
posts, notes, photo albums, etc.) shared each month on Facebook
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10. By the Numbers
• More than 60 million status updates daily
• More than 1.5 million local businesses have active Pages
• More than 20 million people become fans of Pages each
day
• Average user spends more than 55 minutes per day on
Facebook
• More than 100 million active users access Facebook
through their mobile devices
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12. The Universal Goals: Leads & Loyalty
The Loyalty Factors
• Higher retention rates
• Lower cost per sale
• Increased ROI
• Greater profit margins
• Trust and goodwill
• Strength and stability
@paulroetzer #IMGamePlan 12

13. The GamePlan in Action"
• Step 1: Clearly define and differentiate your brand.
• Step 2: Design and deploy a content-driven website.
• Step 3: Go beyond prospects, and consider the impact of
your marketing efforts on all audiences.
• Step 4: Establish measurable and meaningful campaign
objectives designed to achieve the primary goals of
leads and loyalty.
@paulroetzer #IMGamePlan 13

14. The GamePlan in Action"
• Step 5: Build an integrated campaign: brand, Website,
search, social media, content and PR.
• Step 6: Establish dynamic budgets that can be easily
shifted based on campaign performance and analytics.
• Step 7: Define campaign timelines with milestones, tasks
and responsibilities.
• Step 8: Measure everything, and be willing to adapt and
evolve.
@paulroetzer #IMGamePlan 14

15. Discovery:
Define, Differentiate & Design!
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16. The Scouting Report
Conduct a strategic analysis of audiences, the
organization and the industry.
@paulroetzer #IMGamePlan 16

17. GamePlan Tip: Use SurveyMonkey to conduct
discovery audits with internal and external
audiences.
@paulroetzer #IMGamePlan 17

18. The Foundation: Brand & Website
Your brand and
website are the
two most important
elements of
building a strong
and profitable
inbound marketing
campaign.
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19. Brand Marketing: Define & Differentiate
Every organization must define and differentiate itself.
• Share your story through your website, content, social
media activity and public relations.
• Remember that your brand is defined by
experiences and perceptions, which now primarily
occur online.
@paulroetzer #IMGamePlan 19

20. Brand Marketing: Define & Differentiate
• Who are we (in 160 characters or less, and without meaningless
jargon)?
• What are the three greatest strengths/weaknesses of our brand?
• What are our greatest opportunities for growth?
• Who are our buyer personas?
• What makes us different, remarkable?
• What value (i.e. expertise, resources, guidance, tools) can we
bring to our audiences?
• What makes customers buy from us the first time (acquisition)?
What keeps them coming back (retention)?
@paulroetzer #IMGamePlan 20

21. Website: Design, Connect & Grow
• Content Management System (CMS)
• Analytics
• Blog
• Copywriting
• Design
• Landing Pages
• Lead Forms
• Media room
• SEO
@paulroetzer #IMGamePlan 21

22. Audiences:
Segment & Prioritize!
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23. Think Beyond Prospects . . .
• Peers
• Competitors
• Vendors
• Partners
• Job Candidates
• Media
• Employees
• Prospects
• Customers
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24. GamePlan Tip: Don’t fight it. Employees,
especially younger generations, are active in
social media with or without your organization’s
support.
• View social media as an opportunity, not an
obstacle.
• Establish social media policies, encourage
professional behavior, and move on.
@paulroetzer #IMGamePlan 24

25. Objectives:
Set Your Success Factors!
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26. Winning Leads & Loyalty
@paulroetzer #IMGamePlan 26

27. Objective #1: Search Engine Rankings
Boost keyword rankings on top search engines.
• Top 10 keywords
• Traffic-producing keywords
• Lead-producing keywords
• Sale-converting keywords
• Organic traffic
• PPC savings
@paulroetzer #IMGamePlan 27

28. Objective #2: Relationships
Establish and strengthen relationships.
• Followers
• Friends and Fans (aka Likes)
• Members
• Blog subscribers and comments
• References
• Recommendations
• Referrals
@paulroetzer #IMGamePlan 28

29. Objective #3: Positioning
Enhance positioning as a thought leader, innovator and
industry expert.
• Media inquiries
• LinkedIn recommendations
• Blog subscribers
• Guest blogging opportunities
• Content downloads
• Webinar/event registrations
• Inbound links
@paulroetzer #IMGamePlan 29

30. Objective #4: Brand
Build brand awareness, comprehension and preference.
• Media inquiries
• LinkedIn recommendations
• Blog subscribers
• Guest blogging opportunities
• Content downloads
• Webinar/event registrations
• Inbound links
• Conversion and retention rates
@paulroetzer #IMGamePlan 30

31. Strategies & Tactics:
Take an Integrated Approach!
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32. Driven by Content & Community
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33. Search Marketing: Get Found
Search marketing refers to
the paid and organic
activities, including SEO, that
help boost your Website’s
search engine ranking, drive
visitors and generate leads.
In short, it helps your
organization get found
online when people are
searching for your
products or services.
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34. GamePlan Tip: There are no shortcuts in search
marketing. Concentrate your efforts on
generating inbound links, traffic and leads
through creating remarkable content and social
media participation.
@paulroetzer #IMGamePlan 34

35. Social Media: Monitor, Participate & Publish
Social media is about
listening, learning, building
relationships and bringing
value to the communities
relevant to your organization.
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36. GamePlan Tip: Be authentic and bring value.
Social media is about listening, learning,
building relationships and bringing value to
the communities relevant to your organization.
@paulroetzer #IMGamePlan 36

37. Content Marketing: Fresh & Relevant
Content marketing has
become the great
differentiator — a sustainable
competitive advantage that
enables you to separate
yourself, while driving
acquisition (leads) and
retention (loyalty).
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38. GamePlan Tip: Ask yourself . . . Who are our
buyer personas? What are their needs and pain
points? What value can we bring to the
community? What problems can we solve? What
can we publish that is relevant?
@paulroetzer #IMGamePlan 38

39. Public Relations: Relationships & Communications
Relationships and
communications remain
the foundation of the PR
industry, but they are being
fostered through social
networks, websites, self-
published content, mobile
apps and the media
(mainstream and social).
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40. GamePlan Tip: Carefully evaluate your PR
agency based on performance and capabilities.
Traditional PR agencies are struggling to adapt
to the social Web and remain relevant as clients
demand more measurable results.
@paulroetzer #IMGamePlan 40

41. Budgets:
Calculate Time & Money Investments!
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42. Build Dynamic Budgets
CONVENTIONAL
MARKETING pays for
interruption and
impressions, which means
you buy everything.
INBOUND MARKETING
pays for production,
participation and
performance.
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43. Major Budget Factors
• Strength of current website and need for design and
optimization.
• Outsourcing of content creation, including copywriting and
design of case studies, eBooks, blog posts and white papers.
• Reliance on paid search (e.g. Google AdWords, IYPs) for
short-term lead generation and sales.
• Brand awareness in target markets.
@paulroetzer #IMGamePlan 43

44. Major Budget Factors
• Aggressiveness of growth goals.
• Stage of business lifecycle.
• Inbound marketing competency levels and time availability
of marketing team and executives.
• Strength of competition.
• Commitment to vision and innovation.
@paulroetzer #IMGamePlan 44

45. SAMPLE: Inbound Marketing Budget
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46. SAMPLE: Inbound Marketing Budget
@paulroetzer #IMGamePlan 46

47. Timelines:
Track Activities & Milestones!
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48. Project Management
While inbound marketing
is all about the “New
Rules” of marketing and
PR, traditional project-
management principles
still apply.
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49. GamePlan Tip: Check out 37Signals Basecamp
for a simple and effective project management
solution. Visit www.37signals.com.
@paulroetzer #IMGamePlan 49

50. Measure & Evolve:
Use Analytics to Adapt!
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51. Keep Score of What Matters
• Website strength and campaign performance
• Website traffic and associated marketing events
• Referring sites and traffic sources
• Keyword rankings
• Conversion rates
• Social media activity
@paulroetzer #IMGamePlan 51

52. GamePlan Tip: Use monthly scorecards to
manage your inbound marketing campaigns.
Segment the scorecard into three sections: 1)
The Activities, 2) The Results, 3) Updated
GamePlan.
@paulroetzer #IMGamePlan 52

53. The Beginning:
Look Beyond!
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54. The social Web and inbound marketing have
leveled the playing field.
Underdogs and innovators now have the
power to grow faster and smarter than their
competitors.
They have the ability to control their destiny.
@paulroetzer #IMGamePlan 54

55. Your Challenge . . . It’s Time
• Differentiate your brand and build a powerful, lead-
generating website.
• Consider the needs and goals of all audiences and
connect with them in more meaningful and personal
ways.
• Stop hiding behind arbitrary measurements, and start
building integrated marketing campaigns around metrics that
directly affect the bottom line.
• Stop paying for placement and start publishing relevant,
link-worthy content.
@paulroetzer #IMGamePlan 55

56. Your Challenge . . . It’s Time
• Participate and bring real value to online communities.
• Set dynamic, performance-based budgets that constantly
shift and adapt based on analytics, consumer behavior and
market forces.
• Tap into the endless resources of the social Web.
• “Get found” when audiences are searching for knowledge,
products and services.
• Generate leads and build loyalty.
• Look beyond traditional wisdom and conventional solutions.
• Innovate and lead.
@paulroetzer #IMGamePlan 56

57. It’s time to build and activate your
Inbound Marketing GamePlan.
@paulroetzer #IMGamePlan 57

58. Free Tools from HubSpot:
http://Website.Grader.com
http://Blog.Grader.com
http://Grader.com
Free Trial Offer: www.HubSpot.com/free-trial

59. Thank You!
Paul Roetzer, PR 20/20
www.PR2020.com
paul@PR2020.com
(216) 333-1242
Twitter: @paulroetzer
http://www.linkedin.com/in/paulroetzer
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60. Thank You
Visit
www.onlinemarketingsummit.com
for more information
Follow
us
@OMSummit
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