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Inbound marketing is the concept of earning the attention and business of prospects and customers through the development of unique content. That can include blogs, videos, enewsletters, SEO, social media, etc. Creating quality content is hard work, and there is no perfect solution or magic formula, so what works for one company may not work for another. Watch this webinar to learn some best practices that can help you focus on creating successful content and maximize the reach, value and return on your efforts.
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Evolving eCommerce:The Magento eCommerce Forum
INBOUND MARKETING:DEFINING YOUR ONLINE STRATEGY
TO GENERATE MORE BUSINESSSEPTEMBER 2012
September 2012 2
YOUR HOST & PANELIST
Ethan GiffinCEO
Groove Commerce
Panelist
Mack McGeeVP Sales & Marketing
Groove Commerce
Host
Webinar | Magento SEOWebinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business
3September 2012
ABOUT GROOVE COMMERCE
Our goal is to bridge the gap between marketing and technology and deliver a user-friendly, high converting product to each one of our clients.
Services include:• Website Design
• Magento Development & Integration
• Inbound Marketing Services
• Social Media Marketing
• Pay Per Click Management
• Search Engine Optimization
• Email Marketing
• Site Analysis
• Conversion Consulting
www.groovecommerce.com 800.564.9826@GrooveCommerce
Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business
Why Magento?
Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 4September 2012
POLL #1
• What is Inbound Marketing?
• How Customer Behavior has Changed
• The Elements of Inbound
• Creating the Blueprint
• Q&A
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 5
TODAY’S AGENDA
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 6
Outbound Marketing = Where businesses push their outbound messages at consumers. Techniques include direct mail, telemarketing, radio and trade shows
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 7
Inbound Marketing = A set of marketing strategies and techniques focused on pulling relevant prospects and customers towards a business and its products.
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 8
Blogging?
Facebook?Twitter?
Pinterest?LinkedIn?
All the Stuff You’re Told to Do –But Why?
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 9
But Why?
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 10
• Most people know WHAT they do
• Some even know HOW they do it
• Very few know WHY they do it
-Simon Sinek“Start with Why”
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 11
THE GOLDEN CIRCLE
Why Magento?
Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 12September 2012
SO HOW HAS CUSTOMERBEHAVIOR CHANGED?
AKA “THE WHY”
13
78% of Internet users conduct product research online.
14SOURCE: COMSCORE, AUGUST 2010
10.3 Billion
searches are conducted every month on Google.
15SOURCE: THE MEDIA AUDIT, OCTOBER 2010
1/3of US consumers spend three or more hours online every day.
SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010
SOCIAL NETWORKS/BLOGS ONLINE GAMES
EMAIL PORTALS VIDEOS/MOVIES
= 1 MINUTE
US Internet users spend 3x more minutes on blogs
& social networks than on email.
70% of the links search users
click on are organic—not paid.
SOURCE: MARKETING SHERPA, FEBRUARY 6, 2007
18
Companies that blog get
website visitors.
SOURCE: HUBSPOT, 2010
55% more
19
57% of businesses have acquired a customer through their company blog.
SOURCE: HUBSPOT, 2011
20SOURCE: HUBSPOT, 2011
67%of B2C companies and 41% of B2B companies
have acquired a customer through Facebook.
42%of companies have acquired
a customer through Twitter.
SOURCE: HUBSPOT, 2011
Why Magento?
Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 22September 2012
POLL #2
Why Magento?
Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 23September 2012
THE ELEMENTSOF INBOUND
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 24
ELEMENTS OF INBOUND
InboundMarketin
g
Blogging & ContentStrategy
PublicRelations
Search Engine
Optimization
Pay Per Click
Social Media
Conversion Optimization
Email Nurturing
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 25
INBOUND SALES FUNNEL
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 26
BREAKING DOWN THE FUNNEL
Top of the Funnel(TOFU)
BloggingSearch Engine
OptimizationPay Per Click Social Media
Middle of the Funnel
(MOFU)
Offers & Calls to Action
Conversion Optimization
Email Nurturing
Bottom of the Funnel
(BOFU)Analytics Hubspot
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 27
BLOGGING – FREQUENCY WINS
September 2012 28
SOCIAL MEDIA
• Connect with your most loyal customers• Customer service opportunities• Additional channel for promotions and
events• Increase traffic to your site• SEO benefits
Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business
Increase conversion rates by:• Testing changes in copy, layout, & usability• Making easy for visitors to navigate• Appealing to different types of shoppers• Keeping customers moving through the funnel
September 2012 29
CONVERSION RATE OPTIMIZATION
Spontaneous Competitive
MethodicalHumanistic
Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 30
ANALYZING YOUR ACTIVITIES
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 31
CONTACTS & ANALYTICS IN 1 PLACE
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 32
PROSPECTS ON YOUR SITE
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 33
CLOSING THE LOOP
Your Contacts Databas
e
Text goes here
Text goes here
Content Creation
Email &Lead
Nurturing
MarketingAnalytics
MarketingAutomation
SEO
SocialMedia
LandingPages
Why Magento?
Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 34September 2012
CREATING THEINBOUND BLUEPRINT
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 35
THE MAGIC LETTERS = GPCT
Goal
Plan
Challenges
Timeline
• Monthly Visitors
• Leads per Month
• Conversion Rate
• Marketing Qualified Leads
• Email List Size
• News Blogs / Comments
• Facebook Likes / Shares
• Twitter Followers / Retweets
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 36
SOME GOALS TO CONSIDER
It depends – test test test
• How often would you audience want to hear what you provide?
• General rules of thumb• Blogs. 1-3x per week• Email. 1-2x per month, depending on quality
and content• Social. 1+ per day – more is better, as long as
it’s relevant
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 37
OPTIMAL FREQUENCIES?
• Are You Blogging Enough?
• Are You Engaging Enough Socially?
• Are You Creating Offers that Convert?
• Are You Nurturing Your Leads with Email?
• Are You Closing the Loop with Tracking?
Creating good content is hard –make it work for you.
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 38
QUESTIONS TO ASK YOURSELF
Why Magento?
Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 39September 2012
POLL #3
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 40
THANK YOU – NEXT WEBINAR
Questions? Contact Us [email protected] | (888) 924-1951