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7/31/2019 A Step by Step Guide to Inbound Marketing WeidertGroup
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A step-by-step guide toInbound Marketing
7/31/2019 A Step by Step Guide to Inbound Marketing WeidertGroup
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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
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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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
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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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
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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Getting Started In Social Media
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
Getting Started In Social Media
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Participate!
Facebook discussions Yahoo Answers
LinkedIn Q&A and discussions
Forums
Getting Started In Social Media
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Don t just talk, don t justdistribute; do both
Getting Started In Social Media
talk
distributecontent
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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
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
responds noresponds yes
Nurturing campaignvisitor offer
Nurturing campaignlead offer
responds noresponds yes
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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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
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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