John Biancamano - inbounddigital.net · Advertising, cold calling, direct mail, telemarketing, ... Inbound Marketing •Focuses on getting found by customers Communication is two

John BiancamanoInbound Digital LLC

609.865.7994

InboundDigital.net

Inbound Digital LLC

What is Digital Marketing?

InboundDigital.net Inbound Digital LLC 609.865.7994

Using Internet Channels and Internet Technology to

promote your company, products, and services.

Digital Marketing

Online focus to increasing your visibility and

extending the reach of your business.


Digital Marketing Channels

Your Website – Hub of All Online Marketing Content, Calls to Action, …

Search Engine Rankings / SEOPPC / Online AdsSocial MediaE-Mail CampaignsReviews/Local Directory ListingsMobile


Everything you do online

must support your

Business Goals!

Inbound Digital LLC

What Trends are Driving the Way We Do

Business?


90+% of purchases start with an online search.

67% of the buyer’s journey is complete before they contact sales.

72% of buyers start their research with Google.

Inbound Digital

Trends Driving Change

• The Internet has made

information easily accessible

and available 24 x 7.

• People are empowered with

more information:

Reviews, recommendations, pricing,

…

Inbound Digital

Trends Driving Change

• Marketing is a now a Two-way

Conversation

• Companies are no longer in

control of their message.

• Customers comment on the

message, they critique it, 'Like'

it, and discuss it with their

peers.

• Control has Shifted to the

Customer.


The Traditional Marketing Funnel




Traditional (Outbound) Marketing

• Interruption marketing Communication is one way.

• Messages are pushed out through various channels, hoping that the right message reaches its target.

Advertising, cold calling, direct mail, telemarketing, …

• Expensive – higher cost/lead. More difficult to measure ROI.

•Messages are being tune out!


Inbound Marketing

• Focuses on getting found by customers

Communication is two way.

•Provide information to prospects where and when they want to consume it.

Content, SEO, PPC, social media, mobile, …

• Lower cost/lead than outbound.


Inbound Marketing

• Easier and less costly to measure performance and make adjustments.

•Marketers provide value:

education and entertainment

engage to build long-term relationships

• Customers are earned.

Inbound Digital LLC

Website Best Practices


Why is Your Website So Important?

Customers Expect One!

• A professional website gives your business credibility.

• More people are searching for products online.

• Demonstrate your industry knowledge.

• Establish your leadership position.

• Position your company as a trusted supplier.


Website Content


Website Content

It’s Not Enough Just to Publish Your Website.

Need to let potential customers know about it.

Your Web Content Must Tell A Consistent Story.

Keywords are important, but no longer enough.


Promote Website Content

Promote your content through e-mail and social media for free.

Use paid search (PPC), sponsored posts, and paid advertising for faster results.


Calls to Action (CTAs)

• Add Effective Calls to Action to Increase Conversions.

• A call-to-action is an image or text that prompts website visitors to take a desired action (conversion).


Social Media

• Add Social Media Buttons with Links to your Social Media Sites so Visitors Can Connect with You.

• Add Social Media Share Buttons for Visitors to Like and Share your Content.


Mobile - Responsive Web Design

• Deliver web pages in variable sizes.

• Content layout adapts to device size (desktop computer to tablet to mobile phone) and screen size.

• Most flexible way to design a website for desktop or mobile viewing.


Local Search

•20% of all Google searches are local:• “business counseling mercer county” vs.

“business counseling”.

•Optimize content for local search:• Add location and local contact info of every page.

• Use local search terms as keywords.

• Add a map and directions.

• Get listed in local directories.


Google Resources for Small Businesses

•Get Your Business Online (www.gybo.com)• free website and web hosting for one year.

• free educational resources

•Google My Business• helps local businesses increase their presence

online.

• promotes the importance of getting local business information on Google Search and Maps.

Inbound Digital LLC

Social Media Strategy


Social Media

Marketers often make the mistake of diving into social media without a clear plan.

At best, this is a waste of time – and at worst, it can lead to a PR disaster.

To benefit from social media, you need to build a clear strategy that takes into account what you’re

trying to achieve.



Set Your Goals

• Who do you want engage with?

• What type of content will you post?

• How often will you post?

Be aware of how to use the different social media channels.

• What do you want to happen as a result of your posts?


Examples of Social Media Objectives

Increase brand and product awareness

Generate sales leads

Increase website traffic

Improve customer loyalty

Learn more about customers and their opinions

Create relationships with bloggers and influencers

Inbound Digital

• What resources do you

currently have to devote to

social media recruiting?

Personnel

Time

Content Development

• Set goals and priorities, and

monitor performance, to stay on

track and avoid wasting time.

Evaluate Your Resources


For most of the people online –

Social Media is about ME!

How can you help ME?


Social Media should be about:

How can I help YOU?

• Provide Value:• Share Information (quality over quantity),

• Answer Questions, Give Constructive Feedback, …

• Engage with Followers, Establish Trust,

• Build Relationships!

• 80/20 Rule of Engagement


Which Social Media Platform is Best?

•You can’t be on every social media platform!• Determine which SM Platform is MOST relevant

to your business.

• What is your product?

• Where are your customers?

• Where are you competitors?

• Experiment, Measure, and Adjust.

• Social media takes time to produce results.

• Be Consistent and Stick With It.

Inbound Digital LLC

E-Mail Marketing


Email Marketing

• Most cost-effective – can be free or low cost – depending on number of contacts and number of emails/month

• Typical content: newsletters, product releases, best practices, customer education, user meetings, news items, etc.

• #1 app on mobile devices.

• E-Mail conversion is 3X higher than social media.

• It’s about engagement, not sales.


Email Marketing Best Practices

• All e-mails must have a GOAL!

• Know your target audience.

• Generally, a single and clear Call-to-Action (CTA)

• Let people know what to expect when the sign up for you mailing list.

• Responsive design

• Social Media links in email signature.

• Follow regulations: CAN-SPAM, CASL – use opt-in e-mail address only for commercial use.


Email Marketing – What’s Important

•Quality of your mailing list.

• Subject line and message.

• Include graphics.

• Include calls-to-action.

• Test subject line, message content, and calls-to-action to increase conversions.


A/B Testing – E-Mail

Typically, an 10/10/80 list split is used.

Inbound Digital LLC

Content Marketing


Content Marketing

Any marketing format that involves the creation and sharing of media in order to acquire customers.

It is not focused on selling, but on simply communicating with customers and prospects.


Content Marketing

Instead of pitching your products or services, you are

delivering information that helps prospects make an

intelligent buying decision.

The belief that if we deliver consistent, ongoing

valuable information to buyers, they will ultimately

reward us with their business and loyalty.


What Type of Content?

Images / photos

VideosSurveys/

Polls

Infographics

Blog Posts

Webinars/ Hangouts

Apps (Facebook)

Presentations (Slideshare)

Live streams (Periscope, Facebook)


Content Guidelines

• Understand your target audience and address the

challenges they face.

• Solve customer problems – don’t focus on product specs.

• Keep content fresh, and reuse relevant existing content.

• Original content has the biggest impact, but it takes time

and talent.

• Curate relevant industry-related content for social media

posts.


B2C Content Goals*

* Content Marketing Institute – 2016 B2C Benchmarks


B2B Content Goals*

* Content Marketing Institute – 2016 B2B Benchmarks


Content

Top Challenges*

* Content Marketing Institute – 2016 B2B Benchmarks


Content Marketing

for Different Stages

in the Buying Cycle


Content Curation

• Content curation is the process of finding, organizing and sharing online content.

• Content curators provide a customized selection of the best and most relevant resources on a very specific topic or theme.

• Automate the content curation process to increase efficiency!


50% curated content

30% original content

20% promotional

content

Content Mix 80/20 Rule


Content Curation


Content Curation


Content Creation


Content Calendar

Inbound Digital LLC

Search Engine Optimization


What is Search Engine Optimization (SEO)?

The process of gaining visibility in organic search results in order to drive traffic to your website and/or retail location.

Optimizing your online presence to confirm your relevance to the search engines.

There are two primary components to SEO:

On-Page SEO and Off-Page SEO


How can I get my website

to rank higher on Google?


Something’s Missing!

Websites Don’t Rank … Pages Rank

What Keywords?


What Does Google Say About SEO?

The most important factors affecting Search Rankings:

• The Quality of Your Content.

• Links That You Get as a result of the quality of your content.

• RankBrain


How does Google determine which pages to return in response to a query?

• Google wants to show pages that contain high-quality, relevant

information in response to the searcher’s query.

• They determine Relevance by crawling your website’s content

and evaluating whether your content is relevant to the query.

• They determine Quality mostly by the number and quality of

other websites that link to your page or your site as a whole

(backlinks).

Page Content – optimized with keywords

Page Title (Title Tag): Content Marketing - Inbound Digital

URL (with keywords): http://inbounddigital.net/content-marketing/

Meta Description (156 char max) – doesn’t affect SEO, but influences click throughs.

Internal links (use keywords in anchor text

Image (Alt) tags,

Loading speed,

Navigation, Keyword density, …

On-Page SEO

Inbound Digital

http://inbounddigital.net/content-marketing/


Page Content – Keywords

Your Web Content Must Tell A Consistent Story.• Keywords are important, but are no longer enough.

Do you homework – Keyword Research.• Learn what phrases your customers use.

• Long-tail Keywords

• Semantic Keywords


Keyword Planner - Monthly Search Volume

bike seats

bike seat

bicycle seats

bicycle seat

cycling gear

bike gear

bike saddle

bike saddles

bicycle saddle

bicycle saddles

road bike seats


Long Tail Keywords

70% of web searches

Three and four keyword phrases which are very specific to your product or service.


Semantic Keywords

~ related to the main keyword, but not a synonym.

LSIGraph.com


Page Title (Title Tag):

Google puts more weight on words found in the beginning of your title tag.

Digital Marketing - Inbound Digital

URL (with keywords):

http://inbounddigital.net/digital-marketing-services/

Create short URLs that include your target keyword.


Meta Description

• 160 characters max.

• Does not affect rankings, but influences click throughs.

• It’s sole purpose is to get the visitor to click on your link.


Meta Description + Search Ranking

Search Engine Results Page


Page Content – Keyword Density

• 1-3%

• Don’t cram your main keyword and every possible variation of it into your content.

• Don’t overdo it. If it doesn’t fit naturally, don’t include your targeted keyword.

• Writing naturally - don’t try to trick Google into ranking your page for your targeted keyword.


Page Content – Keyword Stuffing

“Looking for tires in Anytown, NJ then XYZ Auto Center has the right tires for your car. Our Anytown, New Jersey location offers many Anytown, NJ tires that are affordable and other Anytown, NJ tire services for your car. They offer auto repair Anytown, NJ services to the Anytown, New Jersey community including brakes, tune ups, and any other Anytown, NJ auto repair services your car might need. Give our Anytown, NJ location a call…”

Keyword Density > 10%


Page Content – Keyword Prominence

• Google pays close attention to WHERE a keyword appears on your page.

• The earlier it appears, Google’s thinking goes, the more important it must be.

Ex: You want to rank a page for “Weight Loss Tips”:

Headline #1: Weight Loss Tips:10 Strategies for Shedding Pounds

Headline #2: How to Drop 10 Pounds With These Weight Loss Tips


Internal Links

using Keywords as Anchor Text

Content marketing is one part of the overall inbound marketing strategy.

vs.

To learn how content marketing can help your inbound marketing, click here.


Outbound Links

• Google wants to see you as an active member of the web. If you rarely link out to other resources it looks like you’re hoarding PageRank for yourself.

• Include at least 2 outbound links to related authority sites (popular blogs, news sites and .edu and .govresources) in your content.


Heading 1 Tag

• Your H1 tag is for your page’s headline.

• Include your target keyword in your headline and wrap it in an H1 tag.

• The first instance of an H1 tag is important:

All others are considered formatting.

• H2 and H3 tags are not as important for SEO, but they can make your content easier to read.


ALT (Alternative) Tag for Images

For images to help with the rankings, they need:

• URL

• Caption (visible on mouse over)

• ALT Tag w/ keyword(s)

Off-page SEO gives an indication on how the world perceives your website.

Refers to activities outside of your website that give your website credibility. The most important are:

Link Building

Social Media (Social Sharing)

Social Bookmarking

Off-Page SEO

Inbound Digital


How to Improve Off-Page SEO

On-Page first, then Off-Page.

Most of your “SEO time” will be spent with off-page SEO.

Build Relationships - become part of the community in the major social networking sites.

Engage and share with others;

Encourage social sharing of your content.

Write a blog with original and unique content.

Promote blog content in social media and blog directories.


How to Improve Off-Page SEO

LinkedIn Publishing.

Write a good guest blog post.

Issue and promote press releases on PR websites.

List your site in trustworthy directories, especially for local businesses.


SEO vs. PPC

Inbound Digital LLC

Local Search


Optimize for Local Search

• According to Google, over 70% of all online activity is related to local searches.

• An estimated 1 in 3 customers will do a local search on a smartphone before visiting a store.

• Customers use local search to learn about the businesses in their area and evaluate which ones to patronize.



• Google My Business:

• Get your business hours, phone number, and directions on Google Search and Maps.

• Gets your listing in front of your customers for local searches.

• Google reviews.

• Clicking to get directions.



• Google My Business:

• Get your business hours, phone number, and directions on Google Search and Maps.

• Gets your listing in front of your customers for local searches.

• Google reviews.

• Clicking to get directions.



• Add you business address, contact information, hours of operations, & map to the header/footer of your website.

• Set up Your Business Listing on the Secondary Search Sites:

• Bing Places

• Yelp and other local directories and review sites

• Social Media – Facebook

• Make sure you listings are accurate and consistent

Inbound Digital LLC

Paid Search


Paid Advertising (PPC)

• Buying visits to your website, rather than attempting to “earn” those visits organically.

• Search engine advertising is one of the most popular forms of PPC.

• Social media platforms offer paid advertising in the form of ads and sponsored posts.


Keyword bidding strategies

• Cost Per Click (CPC) costs nothing until your ad is clicked, then you’re charged your winning bid amount. Use if website traffic is key to your objective.

• Cost Per Impression (CPM) costs your winning bid for every 1,000 displays of your ad, even if nobody clicks it. Use if brand reach is key to your objective.


AdWords Auction


AdWords Auction


AdWords Auction


How Quality Score Affects Ad RankFor every search that triggers an auction, Google calculates an Ad

Rank:

• Your ad's expected CTR: This is based in part on your ad's

historical clicks and impressions.

• The quality of your landing page: How relevant, transparent, and

easy-to-navigate your page is

• Your ad/search relevance: How relevant your ad text is to the

search query.

By improving these factors you can help improve the quality

components of your Ad Rank.


Expanded Text Ads


Ads With Extensions


Summary

• No website is perfect in every component of SEO.

• No company can always develop a winning ad.

• Prioritize according to resources.

• Focus on the things you do well, and improve on your weaknesses.

• If you are a local business, optimize for local searches.

• SEO and PPC are more of an art than a science, especially for

businesses with no online history.

• Test/Experiment…Measure…Adjust.

Inbound Digital LLC

Competitive Analysis








• SimilarWeb: www.similarweb.com

• SEMRush: www.semrush.com

• Website Grader: website.grader.com

• Moz Open Site Explorer:

moz.com/researchtools/ose/

Competitive Analysis – Free Tools






Inbound Digital LLC

Marketing Analytics


Why Use Analytics?

• Measure results to see the effectiveness of your marketing and social media programs:

• to identify what works,

• to help you make better decisions, and

• to focus more of your investment in the most productive areas.

• Monitor on-going performance, make changes, as needed, until you’ve achieved your goals.

• Am I getting the behavior I want (conversions)?


Social Media & E-mail Metrics

• Social Media Website analytics measure:• Social engagement (clicks, Likes, follows, comments, shares, etc.)

• Impressions (reach) – how many people see your promotion.

• Your influence within your industry.

• E-mail Analytics measure “Opens” and “CTR”

•They don’t measure the effects of social media/e-mail interactions with your website and the effects your campaigns have on business.


Website Metrics

• Use Google Analytics or a similar tool to monitor and measure the effect that social media engagement has on your website traffic.

• Website Traffic to look at:• Who is visiting your website: new vs. repeat.

• How are they finding you: search, ads, social media, …

• What are visitors doing when they get to you site.



Am I Getting

My Desired

Behavior?


Do It Wrong Quickly!

•Experiment to learn what works

•Monitor Performance

•Make Adjustments until you get your desired behavior (conversions).


Thank You!

Any Questions?

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John Biancamano - inbounddigital.net · Advertising, cold calling, direct mail, telemarketing, ... Inbound Marketing •Focuses on getting found by customers Communication is two