The document discusses the inbound marketing methodology, which involves four main steps: 1) Attract - Create content like blogs, website pages, and social media posts to attract potential customers. Search engine optimization is also used to rank high for relevant keywords. 2) Convert - Use forms, calls to action, and landing pages to convert visitors into leads. Tools like marketing automation can help track leads. 3) Close - Nurture leads with emails, CRM follow-up, and customized communications to help close them as customers. 4) Delight - Survey customers and provide helpful content to keep them engaged and discover new opportunities. The overall goal is to transform marketing into valuable content that people want to engage with

1. SEO/Inbound Marketing Methodology
Michael Daehn 2/27/15

2. What is SEO?

3. What is SEO?
Search Engine Optimization
Making sure you show up on the Search Engine
Results Page (SERP) when people search for
Keywords. The higher the better.

4. SERP

5. Difference between SEO and SEM
SEO
Search Engine Optimization
• Earned by reputation
• Organic
• Social media
• Content
• Inbound links are key
SEMSearch Engine Marketing
• Paid search
• Ads on search results
pages
• Banner ads on other
websites

6. Search Engine Results Page (SERP)

7. Search Engine Results Page (SERP)
SEM (Paid)
SEO (Organic)

8. What are Keywords?

9. What are Keywords?
• Keywords help search engines understand
the purpose of your page.
• Keywords are the foundation of your website
content.
• Keywords help visitors and potential
customers understand the purpose of your
page.

10. Keywords
Website
Contains
Keywords
Searcher
Types Keywords
into Search Engine
SERP
Displays Websites
Containing
Keywords

11. Keywords
Widget.com
We have lots of widgets
and specialize in
widgets. We meet all of
your widget needs.
Best widgets
1. Widget.com
2. Widget world
3. A1 Widgets
Keywords on site Keyword search Ranking on SERP

12. CU Direct’s Keywords
• auto Lending Network
• autoPREMIER
• autoSMART
• car buying websites
• car shopping sites
• car shopping websites
• credit union auto
buying service
• credit union buying
service
• credit union car
buying
• credit union car
buying service
• credit union indirect
lending
• credit union lending
software
• credit union lending
systems
• credit union software
• credit union solutions
• Drive Conference
• Indirect Auto Lending
• Indirect Lending
• Lending software
• loan origination
• loan origination
software
• loan origination
software comparison
• loan origination
systems
• loan portfolio analysis
• online auto shopping
• online car shopping
• point of sale financing
• prepaid maintenance
program
• vero
• web Based Loan
Origination

13. SEO
One part of the Inbound Marketing process.

14. What is Inbound Marketing?

15. What is Inbound Marketing?
Creating content specifically designed to appeal
to target customers, inbound attracts qualified
prospects and keeps them coming back for
more.

16. The way we live has changed.

17. The old marketing playbook is
86%
skip TV ads
91%
unsubscribe
from email
200M
on the
Do Not Call list
44%
of direct mail is
never opened
BROKEN.

18. In order to attract customers, marketers
have to provide them with something they
will love.

19. Cold Calling
Cold Emails (SPAM)
Interruptive Ads
Marketer - Centric
SEO
Blogging
Attraction
Customer - Centric
INBOUNDTRADITIONAL
vs.

20. The Inbound Methodology
The best way to turn strangers into customers
and promoters of your business.

21. Step 1: Attract
• Blog – Educational content
that answers questions
• SEO/Keywords – Rank high
for what your customers
search for
• Site Pages – Permanent
content that appeals to target
customers
• Social – Share our content
and interact with prospects in a
human way

22. Impact Of Website Content
On Inbound Leads.

23. Impact Of Total Published Blog Posts On
Inbound Leads.

24. Share Content Across Multiple Channels

25. Step 2: Convert
• Forms – Optimize to be filled
out quickly and easily
• Calls to Action – Consistent
buttons or links
• Landing Pages– Conversion
pages where forms live
• Contacts – Keeping track of
who fills out forms and sharing
lead info for follow up
(SalesForce)

26. How to Convert Traffic
• Provide a good user experience (UX)
• Have an easy to understand user
interface (UI)
• Make it easy to find
products/information
• Logical navigation
• Effective search

27. Poor UX = Low Conversion

28. Good UX = High Conversion

29. What Do You Want Users To Do?
• Buy a product
• Fill out a form
• Watch a video
• Request Information

30. Step 3: Close
• CRM – Track and follow
up with leads
• Emails – Stay in contact
and nurture leads
• Marketing Automation–
Customized customer
communications and
management

31. HubSpot Contact Overview

32. HubSpot Info Passed to Salesforce

33. Control What Displays on the Contact
Record

34. Step 4: Delight
• Survey – Gauge customer
approval and make changes
• Smart CTA’s – Customize
offers based on persona and
lifecycle stage
• Smart Content– Provide
existing customers with helpful
content and new products
• Social Monitoring– Listen
and track customer sentiment

35. Smart Content

36. The Inbound Marketing Methodology

37. Marketing automation helps here.
It doesn’t help here.
The Inbound Marketing Methodology

38. The Inbound Marketing Methodology (Funnel)

39. The Inbound Marketing Methodology (Funnel)
Marketing
automation
helps here. It doesn’t
help here.

40. The Relationship Funnel

41. The Inbound Marketing Methodology

42. Why are we using it?

43. Voted the #1 Marketing Platform – by Customers
1st
Social Media Management
(G2 Crowd)
Marketing Automation
(G2 Crowd)
Web Analytics
(G2 Crowd)
Email Marketing
(G2 Crowd)
Search Marketing
(G2 Crowd)
Marketing Automation
(Venture Beat)

44. Most Companies Today Market Like This
SEOConsultants
+ +
+ +
+

45. Blogging Social SEO
Tools to Attract
Visitors
Tools to Convert
Leads
Tools to Close
Customers
Landing
Pages
Forms
Email Marketing
Automation
Analytics Salesforce
Sync
Calls-to-action Lead
Management
All the tools you need
to do marketing – all
in one place.

46. Create and share optimized content to
attract quality inbound visitors to
your website.
Gate marketing assets behind a
landing page form to generate
leads.
Nurture them with
personalized, multi-channel
marketing automation.
Leads
Visitors
Customers
Create Content to Generate Inbound Leads
Attract more qualified, inbound visitors to your site, convert them into leads, and nurture them
with personalized content into paying customers.

47. Top Of Funnel
Middle of Funnel
Bottom of Funnel

48. Top of Funnel

49. Middle of Funnel

50. Bottom of Funnel

52. How De We Target the Right
People with the Right Content?

53. Use Personas to Target the Right
People with the Right Content

54. How do we transform our marketing
into something people LOVE?

55. How do we transform our marketing
into something people LOVE?
Get Found
Online:
Create valuable
website pages, blog
articles and social
media messages
optimized to drive
qualified leads to
our site.
Understand Our
Buyers:
Personalize our
marketing through a
deep understanding
of their needs to pull
leads through our
sales funnel faster.

56. SEO/Inbound Marketing Methodology
Questions?