A Step by Step Guide to Inbound Marketing WeidertGroup

7/31/2019 A Step by Step Guide to Inbound Marketing WeidertGroup

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A step-by-step guide toInbound Marketing


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What is Inbound Marketing?

About SEO: what it is, how to perform it

What kind of content do you need? How do you create it?

Using social media to promote your content

Measuring it all

How to implement all of this

What You re About To Learn

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Inbound marketing is a business-building strategy thataligns with how people make goods and service purchasedecisions today: online

An Inbound Marketing strategy relies on processes andtools

The processes and tools utilize underlying web software that helps you create , publish and analyze valuable

content that appeals to your target audience and isattractive to search engines

What Is Inbound Marketing?

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The processes

to get found: publish

promote optimize

and to convert: test target nurture

The tools

to get found: content management

blogging social media SEO web analytics

and to convert: offers & CTAs landing pages email campaigns lead intelligence lead management web analytics

What Is Inbound Marketing?

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The internet has profoundly changed the way wecommunicate, interact and purchase , both B2B and B2C

10 years ago, businesses reached consumers through tradeshows, print advertising and other traditional marketing methods

Today, people start their purchase decision by searching theinternet , using search engines primarily Google

To be competitive, your website needs to be found by search

engines

To be competitive, the content on your site has to address yourtarget s needs

The Internet Has ChangedThe Way Business Is Done

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Today, you must:

drive more quality trafc to your site

capture visitors as leads

nurture those leads into relationships

convert those leads into customers

analyze the activity on your site in order tooptimize all that you re doing online

The Internet Has ChangedThe Way Business Is Done

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Traditional marketing is like a hammer

Old marketing pushed messages to a wide audience ,only a small percentage of whom was ready to respondand act

Methods included tradeshows, print advertising, directmail, telemarketing, inside sales

Traditional Marketing

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New marketing is like a magnet

The internet has changed how people purchase goods and

services. Consumers now are in full control of theinformation they get and how they get it

New marketing methods include search engine optimization,pay-per-click advertising, blogging, targeted landing pages,conversion tools and sophisticated analytics

Inbound Marketing

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Anyone interested inlenticular printing cannd ample informationand a number ofsources online

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It All Starts With Search

Google

vendor websiteonline pub

directory

community site

etc

0 37.5 75.0 112.5 150.0sometimes alwaysrarely/never

98% of B2B buyers searchonline via Google

You need to have an effectivepresence to get found rst bysearch crawlers, andconsequently by the peoplewho want to know about yourproduct or service

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And it s not just about being found; it s aboutbeing found rst

Eye-tracking heat map analysis shows aphenomenon called the Google SearchGolden Triangle; people focus on the toporganic results at the top left corner of thescreen

Top organic (not paid) results translatesinto more web trafc

It All Starts With Search

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Paid results are listings thatrequire a fee for the search engineto list your link for particularkeywords. The most widely used ispay-per-click, where you pay eachtime someone clicks on the link inyour ad

Organic results are gathered bysearch engines web crawlers andranked according to relevance tothe search term. 88% of clicks areon organic results

unpaid, organic results (88% of clicks)

paid results (12% of clicks)

How Do You Get To The Top?Paid vs. Organic Results

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Benets of organic results

no cost

more trafc (far more people click on organicsearch compared to paid)

greater credibility than paid-for results

longer-lasting rank and trafc (search enginesrecord your ranking history, helping you rank highlyin the future

Paid vs. Organic Results

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Measuring it all


About SEO

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Search engines need the right clues in order to understand whatyour website is about and what types of searchers should nd it.

SEO, or search engine optimization, is the process of making yoursite optimally visible to search crawlers...and, by extension, yourtarget audience.

There are two categories of SEO:

On-page SEO Off off-page SEO

SEO: The Process That Puts YouAt The Top Organically

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On-page SEO is optimizing yoursite. The visible parts include:

using a short page title withthe right keywords

using the right keywords inyour content - page text

using the same keywords inthe H1, H2 and H3 tags on

the page (headings)

On-Page SEO

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On-page SEO is optimizing yoursite. The invisible parts include:

Description of your site/ business

Keywords

Alt text on images

On-Page SEO

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One of the most effective ways to get more targeted trafc from

search engines is to get more links directed to your site Each link to your site is like a vote that tells search

engines that your site is important and credible . It s like arecommendation from a friend; links are online recommendations

It s critical, though, that the links are legitimate and from

trustworthy sites

Off-Page SEO

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You get links by having something worth linking to : anarticle, a blog post, data, a review

You must then promote that something via Twitter,LinkedIn, Facebook, a press release, blog

Off-Page SEO

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Blogging is one great way to

get inbound links

companies that blog have97% more links to theirsites

0

25

50

75

10018,000

16,000

14,000

12,000

10,000

8,000

6,000

4,000

2,000

blog don t blog

INBOUND LINKS

Off-Page SEO

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Off-page optimization is critical Google weights off-page

elements 3 times greater thanon-page elements

off-page on-page

Off-Page SEO

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Measuring it all


About Content

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Information your visitors want and need to knowin order to make a purchase decision

The best content may NOT necessarily be whatyou want to tell them!

i.e., since 1986...family owned...our mission...started by two former teachers

Your content must be useful, differentiating,valuable, interesting, convincing...

What Is Content?

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What Is Content?

Go beyond descriptions of your product or service;be an expert presenting:

blogs

podcasts

videos

data sheets

white papers

photos

presentations

ebooks

news releases

tips

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Make emails into blog posts

Turn forum posts into blog posts

Shoot videos at events

Shoot customer testimonials

Repurpose company data for reports

Share lessons you ve learned

Where Do You Get Content?

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A Blog Is Content

Two similar restaurants in same neighborhood

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no blog

2,200 visitors/mo 8 Google-indexed pages

active blog 6,000 visitors/mo 99 Google-indexed pages

Blog = better SEO, more trafc

A Blog Is Content

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55% more visitors forcompanies that blog

0

22.5

45.0

67.5

90.02,500

2,000

1,500

1,000

500

blog don t blog

WEB VISITORS

A Blog Is Content

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You distribute it via the rightsocial media .

Social media is highlymeasurable

It s a powerful, effectivedriver of leads and sales

It

s being done on amassive scale

How Do You Promote Content?

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How Do You Promote Content?

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Good content spreads

Getting Started In Social Media

Post/share content to yournetwork and it gets shared totheir networks... ...and so on and so on... 32


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Listen...

Listen somemore...

Start buildingrelationships...

Share yourcontent...

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Where can you listen?

search.twitter.com

google.com/blogsearch

existing blogs

industry twitterers

forums


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Participate!

Facebook discussions Yahoo Answers

LinkedIn Q&A and discussions

Forums


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Don t just talk, don t justdistribute; do both


talk

distributecontent

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Measuring it all


About Measuring

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Evaluate its effectiveness regularly and implement suggested changes

Assess SEO

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Track blog subscribers

Track Your Blog

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ask greg again

Track Your Sales Funnel

Track visitors, leads and customers40


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Measure Conversions

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Measure Results

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Who Gets What Content? When?

VISITORSget educational content:

Blog postsHTML emails

LEADSget deeper education anddemonstrations of value

Blog postsHTML emails

CUSTOMERSget trials,

actionable

offerslandingpageoffers

responds noresponds yes


Nurturing campaignvisitor offer

Nurturing campaignlead offer


Nurturing campaigncustomer offer

Your Sales Funnel

................

................

................

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What Should You Measure?

VISITORS

LEADS

CUSTOMERS

SEO Content Social Media

Measure # of visitors

Measure # of leads

Measure # of conversions

Measure conversions

Measure conversions

Measure conversions

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Inbound Marketing At Work

Blog

DownloadsVideo

Social Media

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Measuring it all


About Implementation

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How Do You Implement All This?

By taking advantage of WeidertGroup s expertise...

Optimizing your site forsearch engines

Website design

Content development

Social media strategy andongoing management

...and HubSpot s support

Sophisticated software

Technology support

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Contact Our Team Today!

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Weidert Group can help you leverage the power of Inbound Marketing

the kind of power that turns your sales funnel into a opportunity magnet,

with the best prospects powerless to resist.

Give us a call: 920.731.2771. Ask for Greg Linnemanstons,

our president, at extension 231. Or email at [email protected]

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A Step by Step Guide to Inbound Marketing WeidertGroup