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Creating an Online Sales EngineHow Inbound Marketing Can Improve your Brand & Bottom Line
Presented by Peter VanRysdamFounding Partner, 352 Inc.
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Topics to Cover:• Moving from outbound to inbound marketing
• Positioning your organization as a thought leader through content marketing
• How to get the most from social media
• Using marketing automation tools
• How to effectively make your website the center of your marketing efforts
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Outbound vs. Inbound Marketing
Source: http://www.baekdal.com/articles/management/market-of-information/
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Outbound vs. Inbound MarketingOutbound: Inbound:
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Outbound vs. Inbound Marketing
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Outbound vs. Inbound Marketing
Source: http://www.baekdal.com/articles/management/market-of-information/
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Outbound vs. Inbound Marketing• Examples of Outbound:
• Billboards, TV, Radio, print, Online display advertising
• Examples of Inbound:
• Thought leadership: Blogs, podcasts, video, eBooks, newsletters, whitepapers, SEO, SMM, Content Marketing, speaking
• Earned versus paid
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Outbound vs. Inbound Marketing• Broadcasting versus interacting
• Social Media platforms have leveled the playing field for a small brand’s reach vs. cost
• Larger brands have capabilities to provide more of a personal touch
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Repurposing Content
Inbound Examples
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Repurposing Content
Inbound Examples
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Repurposing Content
Inbound Examples
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Blogging Best PracticesWho should Blog?
• The More the Merrier
• Set Roles (& Stick to Them!)
• Stay on Point (Focus = Status and Rankings)
• Have a personality (blogging versus corporate communications)
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Who Should Blog?
Blogging Best Practices
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Blogging Best PracticesComing up with Good Content• Editorials versus Press Releases• Reactions to Industry News• Links to Articles• Product Reviews, Demos• Embed Videos and Other Visuals
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Blogging Best PracticesEncouraging Interaction• Participate on others’ blogs
CommentsReprints (with permission)Reaction PiecesGuest Blogging
•Solicit Feedback
Ask QuestionsUse Polls/SurveysTurn Questions Into New Posts
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Blogging Best PracticesPromoting your Blog• Add URL to Email Sig, Business Cards
• Include Blog Posts in e-Newsletter
• Setup Auto Integrations with Social Networks
• RSS Feed on Website
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Blogging Best PracticesSEO Tips• Blog Domain• Writing Strong, Relevant Titles• Building Links• Blogging Frequency
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Writing Strong, Relevant Titles
Blogging Best Practices
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Writing Strong, Relevant Titles
Blogging Best Practices
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Blogging Best PracticesMeasurement • Inbound Links• Analytics Software• Social Impact• RSS/Subscribers• RefID Tracking
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Measurement
Blogging Best Practices
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Measurement
Blogging Best Practices
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Blogging Best PracticesMeasurement • Inbound Links• Analytics Software• Social Impact• RSS/Subscribers• RefID Tracking
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Social Media Marketing• Marketing Myopia• Best Practices• Measuring ROI
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Social Media MarketingMarketing Myopia
• “The vision of most businesses is too constricted by the narrow understanding of what business they are in.”
– Theodore Levitt, Harvard Business
Review 1960
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Social Media MarketingMarketing Myopia• Railroads fall from dominance by not
positioning themselves as transportation companies
• Oil companies rebranding as energy companies
• Today’s Music industry, Newspapers?
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Social Media MarketingMarketing Myopia• What new channels are available to distribute
my brand (not just my product)?
• Don’t treat the new channels like the old – tailor your message
• Don’t simply copy social media success stories – help the medium evolve
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Social Media MarketingDell Avoids Myopia:•Dell starts as “PC’s Limited,” a computer OEM w/ print ads
• Evolved to “Dell Inc,” a tech company offering TV’s, etc
• Expands to retail sector
•Offers time sensitive specials, ideal for twitter users
• Recently eclipsed $3m in sales directly attributed to Twitter promotions in 2010 alone
•Over 1.4mm followers to date
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Just because you’re using social doesn’t mean you’re doing inbound
Broadcasting vs. Interacting
Transparent
ProactiveActive
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Just because you’re using social doesn’t mean you’re doing inbound
Broadcasting vs. Interacting
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Just because you’re using social doesn’t mean you’re doing inbound
Broadcasting vs. Interacting
Click icon to add picture
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The Obstacles of Social• Backlash for impersonal responses
• Mistakes are magnified
• There is no delete button
• Interns vs. Employees
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Just because you’re using social doesn’t mean you’re doing inbound
The Obstacles of Social
Click icon to add picture
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Just because you’re using social doesn’t mean you’re doing inbound
The Obstacles of Social
Click icon to add picture
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Just because you’re using social doesn’t mean you’re doing inbound
The Obstacles of Social
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Just because you’re using social doesn’t mean you’re doing inbound
The Obstacles of Social
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Just because you’re using social doesn’t mean you’re doing inbound
The Obstacles of Social
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Click icon to add picture
Justifying the Investment
Measuring Social
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Social Media Marketing• Nice to see – followers (passive), fans (active)• Important to see – KPIs, engagement
statistics, funnels• Mission Critical – Direct conversions
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Click icon to add picture
Nice to See…Not ROI
Measuring Social
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Click icon to add picture
Nice to See…Not ROI
Measuring Social
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Click icon to add picture
Important to See…Still Not ROI
Measuring Social
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Important to See…Still Not ROI
Measuring Social
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Important to See…Still Not ROI
Measuring Social
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Important to See…Still Not ROI
Measuring Social
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Mission Critical - ROI
Measuring Social
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Mission Critical - ROI
Measuring Social
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Marketing Automation• Personalized User Experience
• Learn User Behavior
• Easily Manage ROI
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Personalized User Experience
Marketing Automation
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Easily Manage ROI
Marketing Automation
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Easily Manage ROI
Marketing Automation
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Learn User Behavior
Marketing Automation
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Learn User Behavior
Marketing Automation
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Easily Manage ROI
Marketing Automation
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Website Usability
• Overall Principles
• Calls to Action
• Forms
• User Testing
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Overall Principles
Website Usability
Click icon to add picture
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Calls to Action
Website Usability
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Calls to Action
Website Usability
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Forms
Website Usability
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Forms
Website Usability
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User Testing
Website Usability
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Thank You
Peter352