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Principles and Practices
SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Keywords/phrases
Refine your 4 - 6 keywords or phrases for you/your business that you think you can “own” to improve search results
• What kind of research did you do? • What keywords/phrases did you decide on? • Why did you choose them?
SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
1. Social Media Strategies
2. Content is King: Creating Content that gets Found and Shared.
Principles and Practices
SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Social Media is a set of Internet tools that facilitates interactive communication and often times the creation and sharing of user-generated content.
SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Image from Technorati
SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
• 1 of every 8 minutes online are on Facebook
• 750 million active users
• 65% of users are 26-64 years old
• 45% of users are 35+
Data from InsideFacebook.com
SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
• Have a presence for people that are looking for your products/services
• Develop a community around your brand
• Connection with current clients and potential clients
• Promote your content (blog articles, videos, etc)
• Of course, generate business leads
SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
1. Share great content
2. Build your audience
3. Repeat
SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
• Be interactive and engaging; offer something of value (videos, insights, tips, links, contests, sneak peaks)
• Ask questions, ask for help
• Integrate Facebook with your existing means of communications
• Integrate with email list (grow list, grow Facebook network)
• Pay attention. Listen.
SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
• Average 200 million tweets per day
• 250 million active users
• 9th largest site in the world
• 83% are 26+ years old
• 53% are 35+
Data from InsideFacebook.com
SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
1. Share great content
2. Build your audience
3. Repeat
SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Company vs Personal Profile
SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
• One major difference is that most tweets are indexed and can be searched in real time
• This gives us the ability to listen and respond in real time
• Timing can mean everything in decision making
SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
• Choose keywords/phrases (brand name/products a must)
• Use software to track (TweetDeck, Monitter, TweetBeep…)
• Narrow geographically
• Don’t be creepy
• If you can, offer help or something of value
• OK to give link to product or discount if they’re in buying phase
SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
• 116 million users
• 77% are 25+ years old
• 42% are 35+
Data from Amodiovalerio Verde
SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
• Have a presence for people that are looking for you/your company or organization
• Develop a community around your brand
• Connection with current clients and potential clients
• Promote your content (blog articles, videos, presentations, etc)
• Of course, generate business leads
SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
1. Complete your profile, update quarterly
2. Grow your network (if you’d accept a business card from them, accept them on LinkedIn)
3. Use apps to sync up business content
SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
• Another place for your content to be found
• YouTube is the 2nd largest search engine
• Use keywords
• Others can share and embed video
SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
• Peer review sites are important to your business
• You shouldn’t post content in the form of reviews for your own business here, but can claim your business and make sure there is accurate information and some consistent language
• Encourage customers to share their positive experiences, photos, tips, etc on peer review sites
• At the very least, you should pay attention
SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Image from Technorati
SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
• Shouldn’t take all day every day
• The cost of social media is paying attention and staying engaged
• Decide what’s important and what you’ll measure
• You can monitor social media in 15 minutes a day
SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
• Interactions
• Page Likes
• Wall Posts
• Comments
• Post Likes
SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
• Questions about your company or your products
• Questions about your industry
• Requests for help with your company or your products
• Complaints or compliments about your company or your products
• Mentions of your competitors’ company or products
Remember – use keyword monitoring tools to help
SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
• LinkedIn Answers
• Showcase your expertise
• Link back to site/white paper/blog
• LinkedIn Group Discussions
• Respond to something relevant
SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
• Monitor your own blog
• Monitor relevant blogs with high authority (Technorati)
• Monitor your brand name, keywords, products, etc
• You can subscribe to Google Alerts, RSS feeds of blogs, Twitter searches, etc and send them all to a reader
SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
• 4 minutes – log in to Facebook and review your Wall
• 3 minutes – scan and flag LinkedIn questions
• 4 minutes – scan Twitter chatter about you, your products, your competitor
• 5 minutes – scan your feed reader for blog posts, Google Alerts, etc
If you have another few minutes to spare, keep record of the efforts
SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
• Build relationships
• Pay attention (monitor/listen) and engage your network
• Give
• Provide great content…
SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Questions?
Principles and Practices
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
• The most important job in being successful in inbound marketing
• Do not hand it off to an intern, your niece or somebody who isn’t intimately involved in the brand and a strong communicator
• Content should be timely, creative, engaging, relevant and above all else – valuable
• Content should be strategic
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
• So, what do you write about?
• How often do you write/create content?
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
• Develop an “editorial calendar”
• Create a plan for what you’ll create and when and how you’ll share it
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
• What are your business goals/objectives?
• What does your brand stand for?
• What do your clients want?
• Who will create content? Where will we share it?
• What design/technology/production/etc will be required?
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
• How about 52 ideas for creating content?
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Top 5 or Top 10 List
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
5 Ways To or 10 Ways To List
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Check Your Email Inbox and Outbox for Ideas
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Share Links to Something Interesting and Relevant
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Create a Quick Video Instead of Typing it
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Interview Somebody (record, write, both)
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Share the Lessons Learned
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Show and Tell
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Comment on Current Events
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Share Your Favorites
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Take a Poll
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Ask Questions
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Get a Guest Author
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Charity Work
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Employee Spotlight
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
History Lesson
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Contests
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Address Comments
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Predict the Future
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Step-by-Step How To
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Music Video
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Share a relevant cartoon/comic or create a new one
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
List of Common Mistakes or Things to Avoid
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Relate Lesson to Celebrities or Current Events
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Issue a Challenge
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Share Your eBook or White Paper
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Share Somebody Else’s eBook or White Paper
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Share Your Presentation
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Lessons from the Classics
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Ask for Help
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Take a Survey. Share the Results.
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Share Client Testimonials
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Share Answers to Some FAQs
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Share Photos
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Post Something Relevant to the Season or Holiday
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Share a Joke or Riddle
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Share a Work in Progress
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Statistics (primary or secondary)
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Share Most Popular Products/Services
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Audio or Video Podcast
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Give Something Away
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Case Study/Before & After
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Host a Webinar
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Ask for Feedback
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Ask Clients What They Want
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Post a “Part 1” of a Series
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Anecdotes
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Event Round-Up
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Crown Somebody
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Say Thank You
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Discuss Your Customer Service Philosophy
CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Greatest Hits
Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Questions?
CREATING CONTENT
Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
POST SOME CONTENT! DUH!
• Be creative
• Be engaging
• Be strategic
• Share it on several communication channels
HOMEWORK
Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
Tuesday, November 29th, 6-9pm
• Measurement
• Converting Leads to Customers
• The Full Inbound Marketing Cycle
• Course Conclusion
NEXT CLASS
Principles and Practices
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