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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. www.mattersolutions.com.au/blog/2012/10/inbound-marketing-presentation-for-brisbane-web-design
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Inbound Marke-ng A presenta*on for Brisbane Web Design on
Thursday 16th October 2012
What is Inbound Marke-ng? How is it relevant for web designers and
developers, businesses & you?
PART ONE
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
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
Web Design
Inbound Marke-ng • AEract Traffic • 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
SEO, Social, Real World
Inbound Marke-ng • AEract Traffic • 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
CRO
• 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
Inbound Marke-ng SEO, Social, Real World
Web Design
CRO
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
Planning & Doing What are you doing?
PART TWO
hEp://www.youtube.com/v/LkCNJRfSZBU
What does L-‐E-‐E-‐ROY teach us?
hEp://www.youtube.com/v/LkCNJRfSZBU
Work toward goals Goals help you define a strategy.
Work toward goals Goals help you define a strategy.
Goal = Des*na*on
Strategy = Route/Map
Tac*cs = Car, Bike, Walk
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
Strategy Vs Tac-cs Excuses?
Strategy Vs Tac-cs If you planned properly, do you think it’d save *me?
Strategy Vs Tac-cs -‐ Example Knowing your audience is strategic.
Choose your audience – more strategic
Do you know who you are talking to?
Hello #bneweb
Using Web Design to get ahead Lots of take away *ps
PART THREE
• 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
Inbound Marke-ng SEO, Social, Real World
Web Design
CRO
What can web designers do?
Carolyn King’s presenta*on – #bneweb Oct 2011
Available on Slideshare hEp://goo.gl/LVQdR
SEO: What can web designers do? 1. Websites. Include a blog & social integra*on.
Easy to update, share and enjoy!
SEO: What can web designers do? 2. Speed, use Google Page Speed
– Use sprites, minify CSS and JavaScript
– Server: use keep-‐alive, caching + more
SEO: What can web designers do? 3. Website Structure, don’t change URLs
/
/contact.html
/widgets.html
Link in from another website
SEO: What can web designers do? 3. Website Structure, don’t change URLs
/
/contact.html
/widgets.html
/
/contact.html
/widgets.html
/widgets-‐brisbane
/contact.html
? ?
? ?
SEO: What can web designers do? 3. Website Structure, don’t change URLs
/
/contact.html
/widgets.html
/
/contact.html
/widgets.html
/widgets-‐brisbane
/contact.html
301 redirect – S*ll not ideal
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/+/
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'/> <meta property='og:type' content='ar-cle'/> <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
Can have more than one
Social Media – Do this…
You’re set-‐up like a pro, now what? Get busy. Publish, promote, share and enjoy
PART FOUR
Publishing? Should you be… LinkedIn-‐ing…?!?
Blogging? Facebooking?
Twee*ng?
Vlogging? Analysing data?
Remarke*ng?
Link building
AdWords
Another way to think about it…
• A publisher of your ideas • Your business is (or should be) genera*ng content
You are a publisher.
CONTENT MARKETING! (aka anything you produce to earn awareness, likability & trust)
Tweets Blogs
Infographics
Comics
Video
Products
Services
Physical Space
Print Material
Press
Plugins Data
APIs
Tools Platforms
Photos
UI Elements
Comments
Slide Decks
Animations
Food
Events UGC
PDFs
Ads
Source: Rand Fishkin, SEOmoz.org
Answer these ques-ons… Rand Fishkin
“Great answers to these ques9ons yield a great content marke9ng strategy”
What Experiences will earn an impact?
Trust?
Likeability?
Engagement?
Metrics?
Goal:
Who:
Influencers:
Where:
Experience:
ROI Comparison:
Build awareness of core services. Acquire new business clients, $1-5M
Brisbane & Gold Coast small and medium businesses (SMEs). Owner/operator/Family business
Search Engines, Social Media
Brisbane journalists, networking contacts, their friends & family
Positive, Work-Life, Family-friendly, Uncontroversial
Yellow Pages or Print advertising ROI $XX per lead, converting at 30%
Content Marke-ng (for a Brisbane Accoun*ng Firm)
hEp://www.slideshare.net/randfish/rand-‐mozconcontentstrategy2
Inbound Marke-ng
Website Design/Development + conversion op*misa*on
Content Marke-ng
Search Engine Op-misa-on
Social Media
Online Adver-sing
Analy*cs
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