Inbound Marketing Workshop - Chartered Institute of Marketing

1. Got a question? @googledave @phcreative INBOUND MARKETING WORKSHOP CHARTERED INSTITUTE OF MARKETING

2. Got a question? @googledave @phcreative http://www.ph-creative.com/blog/posts/2013/june/know-your-seo-from-your-elbow-using-the-best-tools-for-the-job.aspx 3. Got a question? @googledave @phcreative 4. Got a question? @googledave @phcreative 5. Got a question? @googledave @phcreative What is the Definition Inbound Marketing? 6. Got a question? @googledave @phcreative Inbound Marketing: A marketing strategy that places you in front of customers during their discovery and research phase - throughout the buying cycle 7. Got a question? @googledave @phcreative NAME SOME INBOUND MARKETING ACTIVITIES 8. Got a question? @googledave @phcreative INBOUND MARKETING 9. http://moz.com/blog 10. Got a question? @googledave @phcreative INBOUND MARKETING: A CUSTOMER JOURNEY 11. Got a question? @googledave @phcreative 12. Got a question? @googledave @phcreative 13. Got a question? @googledave @phcreative 14. Got a question? @googledave @phcreative 15. Got a question? @googledave @phcreative 16. Got a question? @googledave @phcreative 17. Got a question? @googledave @phcreative 18. Got a question? @googledave @phcreative 19. Got a question? @googledave @phcreative 20. Got a question? @googledave @phcreative 21. Got a question? @googledave @phcreative 22. Got a question? @googledave @phcreative 23. Got a question? @googledave @phcreative 24. Got a questions...? @googledave @phcreative INBOUND MARKETING BUYING CYCLE 25. Got a questions...? @googledave @phcreative CONVERGANCE OF INBOUND MARKETING 26. Got a question? @googledave @phcreative 27. Got a question? @googledave @phcreative BUT IT TAKES EFFORT. 28. Got a question? @googledave @phcreative 29. But what does it really mean? Got a question? @googledave @phcreative 30. Optimise for humans Got a question? @googledave @phcreative 31. Got a question? @googledave @phcreative 32. THROUGH SCIENCE AND ART Got a question? @googledave @phcreative 33. http://www.ted.com/talks/simon_sinek_how_great_leade rs_inspire_action.html Got a question? @googledave @phcreative 34. Got a questions...? @googledave @phcreative 35. Got a question? @googledave @phcreative 36. Got a question? @googledave @phcreative Time for a break! 37. Got a question? @googledave @phcreative WHAT ARE PERSONAS? 38. Got a question? @googledave @phcreative 39. Got a question? @googledave @phcreative 40. Got a question? @googledave @phcreative 41. Got a question? @googledave @phcreative 42. Got a questions...? @googledave @phcreative But how do you find them? 43. Got a question? @googledave @phcreative 44. IF CARLSBERG DID NETWORKING Got a question? @googledave @phcreative 45. WHO WOULD YOU WANT BEHIND THE DOOR? Your target audience Where are they, which pub? Strategic partners Your customers Influencer networks Who influences them? Who else and why? Who would you, buy a beer? Got a question? @googledave @phcreative 46. A good conversationalist, listens most of the time, thats how, when you talk, you know what to say # Who are you listening to? Be interested in others, not yourself! Dont broadcast sales messages Make friends, build trust and help others 80 / 20 rule Remember Givers Gain PROBABLY THE BEST SOCIAL NETWORKING ADVICE! Got a question? @googledave @phcreative 47. SOCIAL MEDIA STRATEGY Got a question? @googledave @phcreative 48. SOCIAL MEDIA STRATEGY Got a question? @googledave @phcreative 49. Got a question? @googledave @phcreative 50. Got a question? @googledave @phcreative 51. Got a question? @googledave @phcreative 52. Got a question? @googledave @phcreative 53. https://followerwonk.com Got a question? @googledave @phcreative 54. https://followerwonk.com Got a question? @googledave @phcreative 55. http://app.buzzsumo.com/ Got a question? @googledave @phcreative 56. Got a question? @googledave @phcreative 57. ! Matching ideal content types to your specific personas is powerful! Got a question? @googledave @phcreative 58. Got a question? @googledave @phcreative 59. Got a question? @googledave @phcreative LIST DIFFERENT TYPES OF ONLINE CONTENT? 60. Got a question? @googledave @phcreative 61. @googledave @phcreative #HDevents 62. Got a question? @googledave @phcreative 63. Got a questions...? @googledave @phcreative Entertain Inspire Educate Convince 64. Got a question? @googledave @phcreative 65. http://www.hubspot.com/blog-topic-generator http://alltop.com Got a question? @googledave @phcreative 66. Got a question? @googledave @phcreative 67. Got a question? @googledave @phcreative 68. No, they really do care about this stuff! Got a question? @googledave @phcreative 69. http://app.buzzsumo.com Got a question? @googledave @phcreative 70. https://socialcrawlytics.com Got a question? @googledave @phcreative 71. In association with Mersey Maritime Got a question? @googledave @phcreative 72. Got a question? @googledave @phcreative 73. Got a question? @googledave @phcreative 74. Got a question? @googledave @phcreative 75. Got a question? @googledave @phcreative 76. Got a question? @googledave @phcreative 77. Got a question? @googledave @phcreative 78. Got a questions...? @googledave @phcreative 79. Got a questions...? @googledave @phcreative 80. Second largest search engine Third largest social channel Dont ignore Got a question? @googledave @phcreative 81. 40% YouTube views in the UK are on a mobile Phone 20% YouTube views in the UK are on a TV screen bigger the 32 41% higher click-through rate than plain test results in search Pages with videos 57% average improvement Conversions Pages with video are 53% more likely to appear on page1 of Google Got a question? @googledave @phcreative 82. Got a questions...? @googledave @phcreative 83. http://www.youtube.com/watch?v=ZUG9qYTJMsI Got a question? @googledave @phcreative 84. Got a question? @googledave @phcreative 85. Got a question? @googledave @phcreative 86. Got a question? @googledave @phcreative 87. You need the right tools and tactics for the job Got a question? @googledave @phcreative 88. http://www.hubspot.com https://hootsuite.com Got a question? @googledave @phcreative 89. Got a question? @googledave @phcreative 90. BUFFER QUICK AND EASY https://bufferapp.com Got a question? @googledave @phcreative 91. BUFFER QUICK AND EASY https://bufferapp.com Got a question? @googledave @phcreative 92. Buffer Chrome App Direct from browser Fast and simple Post or share later Pick your channels https://bufferapp.com Got a question? @googledave @phcreative 93. Got a question? @googledave @phcreative GOOGLE + SOCIAL AND IDENTITY ENGINE 94. WHY YOU NEED USE GOOGLE+ Get your content read and ranking faster Faster indexing of your content make it relevant to your candidates Extended circles, means you influence your followers and theirs Authorship Tag = Identity Have you set yours up? AuthorRank is coming! How authoritive and interesting are you to your audience? Share-ability of authors content Number of people in your circles and how many you are in Engagement levels of your content Got a question? @googledave @phcreative 95. AUTHORSHIP IN PRACTICE Got a question? @googledave @phcreative 96. http://www.searchenginejournal.com/eye-tracking-study-importance-using-google- authorship-search- results/71207/?utm_source=twitter&utm_medium=social&utm_campaign=short Got a question? @googledave @phcreative 97. http://www.searchenginejournal.com/eye-tracking-study-importance-using-google- authorship-search- results/71207/?utm_source=twitter&utm_medium=social&utm_campaign=short Got a question? @googledave @phcreative 98. http://www.searchenginejournal.com/eye-tracking-study-importance-using-google- authorship-search- results/71207/?utm_source=twitter&utm_medium=social&utm_campaign=short Got a question? @googledave @phcreative 99. Got a question? @googledave @phcreative Time for a break! 100. Got a question? @googledave @phcreative 101. Got a question? @googledave @phcreative Name SEO activities? 102. OLD SCHOOL SEO Over optimisation Unnatural content Unnatural links Keyword stuffing Poor user experience Leads to the darkside! Got a question? @googledave @phcreative 103. PANDA AND PENGUINS MAKE THIS HAPPEN Got a question? @googledave @phcreative 104. Got a question? @googledave @phcreative 105. GOOGLE HAVE A JEDICOUNCIL Got a question? @googledave @phcreative 106. Got a question? @googledave @phcreative 107. OVER 200 FACTORS INFLUENCE SEARCH Keywords (targeting and acquisition) Improved sematic and contextual understanding meaning, not just words Dont spam, keyword stuff Keywords, long tail, context, location, device, experience Schema.org markup use it Get ready for voice search thats what Google is doing! Relevancy (on page SEO behaviour and conversion) Focus on your users, give them what they want, where when Freshness of content how often do you change yours? Must be unique and valuable to your user personas Content strategy, evolves, purposeful, hot topics, contagious, identify intent, needs, problems and become the authority in your business area Got a question? @googledave @phcreative 108. OVER 200 FACTORS INFLUENCE SEARCH Recommendation (off page SEO / Google Penguin) Commit to outreach and engage with communities Create content your audience will care about Will people vote for you with inbound links? Social mentions is word of mouth marketing and builds links Use Google+ and gain authorship and your identity Manage you link profile, assess risks and take action Content cant sit in isolation, needs to be shared and engage influencers are you focused on them? Do you know who the are!? Experience (Google Panda behaviour and conversion) Be fit for mobile devices Google prefer mobile responsive What do users think of your pages? Find out. Reduce clutter and friction Dont keep people waiting improve load times Do all you can to engage and romance the share Got a question? @googledave @phcreative 109. Got a question? @googledave @phcreative 110. Got a question? @googledave @phcreative Think visibility rather than rankings. Rankings vary from user to user, device and location. Focus on the user, keyword themes and behaviour 111. Got a questions...? @googledave @phcreative CONVERGANCE OF INBOUND MARKETING 112. Got a questions...? @googledave @phcreative MOZ CRAWL DIOGNOSTICS 113. Got a question? @googledave @phcreative COMPETITOR DOMAIN AUTHORITY 114. Got a questions...? @googledave @phcreative 115. Got a question? @googledave @phcreative Time for a break! 116. Got a questions...? @googledave @phcreative CONVERGANCE OF INBOUND MARKETING 117. Got a question? @googledave @phcreative All digital roads lead here... o Where does your website fit into your overall marketing strategy? o Why do you need to optimise? o Improving your organic search results o Improving conversion 118. Got a question? @googledave @phcreative What does your website need to do? o Generate sales o Generate new leads o Build brand awareness and perception 119. Got a question? @googledave @phcreative Understanding your users o Why are they visiting your website? o Where have they come from? o What do they want to achieve on any specific page? o Are they finding what they need? Or leaving? o Bounce rate: higher than 60%? o Conversion rates 120. Got a question? @googledave @phcreative Seeing your site the way visitors do How do people scan a page? What can they see above the fold? 121. Got a questions...? @googledave @phcreative 122. Got a questions...? @googledave @phcreative 123. Got a question? @googledave @phcreative Making your website work harder: a checklist Main top headers 80% of users see this first Make it count! Keep things familiar 124. Got a question? @googledave @phcreative Making your website work harder: a checklist Simple navigation Avoid jargon Use clear 'sign posting' Most important info on left side 125. Got a question? @googledave @phcreative Making your website work harder: a checklist Headlines Relevant to user Clear and concise Relevant to page 126. Got a question? @googledave @phcreative Making your website work harder: a checklist Hero image Show service or product Use photos to guide actions Don't use stock images 127. Got a question? @googledave @phcreative Making your website work harder: a checklist Video Customer testimonials Short and sweet 128. Got a question? @googledave @phcreative Making your website work harder: a checklist Data capture/sign-up forms Consider design Test messaging Less is more 129. Got a question? @googledave @phcreative Making your website work harder: a checklist Buttons Consistent color Drive call-to-action Make them bigger Contact options 130. Got a question? @googledave @phcreative Making your website work harder: a checklist Trust indicators Social proof (reviews, ratings) Customer testimonials Guarantees 131. Got a question? @googledave @phcreative Making your website work harder: a checklist Main top headers 80% of users see this first Make it count! Keep things familiar 132. Got a question? @googledave @phcreative Making your website work harder: a checklist Benefits Focus on benefits for users Show how you solve problems 133. Got a question? @googledave @phcreative Making your website work harder: a checklist Repeat call-to-action Especially for long page copy 134. Got a question? @googledave @phcreative A few more tips to keep top of mind... o Don't cause 'friction' o Always be testing o Think about mobile o Don't forget your thank you pages 135. Got a question? @googledave @phcreative A few real-life examples http://www.johnlewis.com/ https://hootsuite.com/plans https://www.wonga.com/ 136. Got a question? @googledave @phcreative 137. Got a question? @googledave @phcreative 138. Got a question? @googledave @phcreative 139. Got a question? @googledave @phcreative 140. CONTENT EXPERIMENTS CONTINUOUS IMPROVEMENT Got a question? @googledave @phcreative 141. Got a question? @googledave @phcreative 142. Got a question? @googledave @phcreative http://www.conversion-rate-experts.com/understanding-your-visitors/ VOICE OF THE CUSTOMER LISTEN, LEARN AND LEVERAGE 143. Got a question? @googledave @phcreative WHAT COULD YOU TEST TO IMPROVE YOUR CONVERSIONS? 144. Got a question? @googledave @phcreative Pages Content Traffic Device Landing pages Copy / Message Organic Desktop Data Capture Call to action PPC Tablet Live chat Promotion Social media Smartphone Sales funnels Colours Affiliate SMART TV Shopping cart Social proof Geography Google Glass Template style Video W'end v W'day Voice search Squeeze pages Images New & repeat Interactive/Flash Long v's short Demographics Dynamic Buttons Behavioural 145. Got a question - @googledave / [email protected] DO YOU MEASURE UP? 146. MEASURING ONLINE SALES AND MARKETING Got a question? @googledave @phcreative 147. MEASURING ONLINE SALES AND MARKETING Got a question? @googledave @phcreative 148. SOCIAL MEASURMENT ECONOMIC VALUE Got a question? @googledave @phcreative 149. SOCIAL MEASURMENT ATTRIBUTION Got a question? @googledave @phcreative 150. Got a question? @googledave @phcreative 151. Got a questions...? @googledave @phcreative CONVERGANCE OF INBOUND MARKETING 152. Got a question? @googledave @phcreative 153. Thanks for listening and keep in touch @GoogleDave email: [email protected] tel: 01512275549 Got a question? @googledave @phcreative