R2i-Optify: 5 New Inbound Marketing Services to Grow Your Business
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Eric Jones, VP Digital Marketing at R2integrated and Jennifer Wong, Marketing Manager at Optify unveil the five most important Inbound Marketing services you must offer to help you reach more buyers and generate more demand for your products and services. In this webinar you will learn: · Why your clients can’t afford to delay their Inbound Marketing efforts · The 5 new Inbound Marketing services you should offer · A framework for managing each of the new services profitably
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R2i-Optify: 5 New Inbound Marketing Services to Grow Your Business
- 1. 5 Inbound Marketing Services to Grow Your Business
- 2. 5 New Inbound Marketing Services to Grow Your Business Agenda Speaker Introduction Introduction to Inbound Marketing • What is Inbound Marketing • Why Inbound Marketing • Inbound Marketing vs. Outbound Marketing 5 Inbound Marketing Services • Content Strategy & Creation • Social Media Management • SEO Strategy Programs • Keyword Marketing • Link Building Strategies • Marketing Intelligence • Multi-Channel Campaign Management • Campaign Results Q&A
- 3. Speakers Eric Jones Jennifer Wong VP, Digital Marketing Marketing Manager R2integrated Optify Eric is VP, Digital Marketing at Jennifer is a Marketing Manager at Optify R2integrated, and provides clients with focused on social media marketing, trade senior level strategy & counsel to develop shows, online advertising and Optify’s cross channel digital marketing programs. customer evangelist program.
- 4. Why Inbound Marketing What are you expected to do this year?
- 5. Why Inbound Marketing Fueling sustainable growth is hard
- 6. Why Inbound Marketing You must always feed the top of your funnel
- 7. Why Inbound Marketing Inbound Marketing Examples • Social Media Marketing • Blogging and content marketing • Podcasts • White papers • Infographics • Search engine optimization (SEO) • Pay per click (PPC) advertising
- 8. Why Inbound Marketing In a down economy with scaled back marketing budgets, Inbound Marketing costs 62% less per lead than traditional outbound marketing
- 9. How can you grow inbound leads? Must reach & engage buyers earlier than ever
- 10. Digital Marketing Strategy Digital Marketing Strategy Awareness Engagement Acquisition Optimization Buyer’s Continuum Digital Marketing strategies need to align with your organizations objectives spanning the buyers continuum. • Awareness: drive traffic with increased relevant online searches, messaging reach, impressions, visits, online conversations and recognition • Engagement: create engaging experiences to capture your audience utilizing an organizations digital assets and online properties • Acquisition: capture market share through revenue, sales, leads , followers, and fans • Optimization: identify metrics to measure success and continually improve the marketing process
- 11. 5 Inbound Marketing Services
- 12. 5 Inbound Marketing Services State of the Industry With the average cost-per-lead increasing & marketers competing for buyer attention, and the disruptive nature of the social web, standalone traditional lead-gen tactics are no longer enough.
- 13. Content Strategy & Development Business-to-business (B2B) companies need to start looking to content marketing to boost their lead generation efforts. Informative, non-promotional content attracts prospects, and builds & cultivates ongoing relationships with potential buyers. Key Point: In order to deliver relevant content you must know your audience personas: What they want, when they want it & where they go to get it. How to do this: • Talk to current customers • Social Listening for your industry keywords, competition, and organization • Keyword search results to understand how they talk about your products
- 14. Content Strategy & Development Use Mixed Content formats for best results: • Videos • Blogs/Forums • Webinars & Virtual Events • Industry Related White Papers • Data-Driven Research & Case Studies • UGC/ Social Peer-to-Peer Content • E-Newsletters/Email Marketing • Owned Social Platforms (Branded) • Un-Owned Platforms on the Social Web • Podcasts Expert Tip: Key Point: Recommended Maximum Content Lengths: After considering your audience and crafting • Video: 2.5-7 minutes informative content you must optimize the • Blog posts: 250-300 words content to be socially shareable and organic • White papers: 4-6 pages search relevant. • Case studies: 2-4 pages
- 15. Social Media Marketing If You Build It, They Will Come - If it’s Authentic Organic social media engagement assists in generating inbound marketing leads & amplifies your ongoing content marketing strategies. Use Social Media to: • Act as an additional content distribution channel • Interact with your online community • Generate & nurture leads by engaging in community discussions • Establish your brand as a trusted resource • Deliver relevant and timely industry and product insights • Solicit product or company feedback • Engage as a thought leader in trending topics
- 16. Social Media Marketing Creating Community through Content Your community is important in so many ways. They are your: • Members/Users • Brand Loyalists • Critics/Advocates • Product feedback specialists • Content Generators / Curators • Link Builders • Forum participators
- 17. Social Media Marketing Businesses that use social media to engage with prospects have much more to gain than those who do not.
- 18. Social Media Marketing Social Media Accelerates Inbound Marketing
- 19. SEO Strategy Programs Search Engine Optimization SEO essentially allows potential customers to find your content easily and more efficiently, by intersecting content with relevant keyword searches on the web.
- 20. Keyword Strategy Programs Keyword Marketing • Based on your audience and industry understand what keywords your customers are using • Write for the search engine, as well as human beings • Include headers and sub headers & make sure they are formatted as h1 and h2 etc. • Interior URLs are another great place for keywords • Include keyword rich titles and description fields • Update your site with fresh content (search engines like it) • Designate a place for frequently updated content on your site
- 21. Link Building Strategies 3 Step Approach to Link Building Strategies Identify & Optimize • Create & manage lists of all existing links • Identify reciprocal links & weed out no follows • Focus on highest impact linking opportunities Drive Relevant Traffic • Optimize anchor text of incoming links to align with your keyword strategy – i.e. Placing keywords in the link to your site rather than company name as an example • Identify most impactful/high value links • Track linking domain to linking URL ratios Alerts & Tracking • Set alerts for newly acquired links or when a link is lost • Identify & track changes in competitor inbound links • Optimize to increase conversions • Users need to find content via search- come to a gate with limited form fields to access the desired info/asset • Incorporate numerous points for lead conversion
- 22. SEO Strategy Programs Correlation of Link Metrics vs. Social Signals 1. What signals are Google + Bing counting? 2. How much influence do these social signals have on the results?
- 25. Multi-Channel Campaign Management Multi-Channel Campaign Management Digital MCCM enables companies to identify, create & deliver effective communications to consumer segments through various online channels to drive leads & conversions
- 26. MCCM Campaign Results MCCM Results Cost per Cost of Bounce Engaged Engaged Visitor Media Type Visits Cost Per Visitor Engaged Campaign Rate Visitors Rate Visitor Organic Visitors $- 18.00% 15,925 13,696 $- $- 86.00% Google Adwords $4,461.35 28.62% 2,628 1,988 $1.70 $2.24 75.64% Direct Media- Local #1 $12,000.00 52.37% 1,772 756 $6.77 $15.87 42.66% Social Community of Interest $5,298.23 70.91% 911 196 $5.82 $27.03 21.51% Facebook $5,000.00 65.50% 986 148 $5.07 $33.82 15.50% Ad Network - News $3,000.00 72.32% 336 76 $8.93 $39.47 22.62% Direct Media - Local #3 $2,000.00 61.39% 101 27 $19.80 $74.07 26.73% Ad Network - RON $5,000.00 76.59% 205 32 $24.39 $156.25 15.61% Direct Media - Local #2 $3,600.00 94.20% 707 20 $5.09 $180.00 2.83%
- 28. Q&A Questions & Answers
Notes de l'éditeur
- B2B marketing is a marathon. Every marketer is expected to drive demand for their products or services, generate high quality leads for sales, and fuel the company’s growth month after month and year after year. No pressure!Its what your CEO expects from you and how you are measured in terms of success.The problem is…
- Creating a sustainable marketing machine that fuels business is hard.Direct marketing is expensive and generates un-predictable results at best, and is hard to scale. You typically have to push a button to generate a lead.Competitors are making a lot more noise in the market with their online marketing programs.I’m sure you’ve experienced that marketing budgets are in constant flux. Your budget this quarter could be cut in half next quarter. And you’re stuck in the situation of trying to do more with less.And buyers have new ways of reseraching and finding solutions across their personal and professional networks with growing participation in social networks
- How do you get more of your new leads into your funnel today? Is it mostly from direct response efforts like Google Adwords, trade shows, email campaigns and webinars? Does your outbound/inbound marketing split look like this?Unfortunately, more marketers are seeing this ratio for their leads. Ideally this ratio would be flipped.
- Here are inbound marketing examples
- Inbound marketing does effect your bottom line ROI.This is a stat from MKTGSherpa, Inbound Marketing cost 62% LESS than traditional outbound marketing.Marketers today need a way to reach, influence and track prospects way before they ever become a lead. You need a solution that lets you drive demand at the earliest stages of the buyer’s journey – specifically for the online search and social media tools they use to become aware of, research and evaluate solutions for their problems.
- But what does it take to grow your inbound leads? What’s needed to create a sustainable flow of inbound leads into your marketing funnel?The first step is to optimize your online presence to make your site easier to find when someone is researching and looking for a solution like yours. Make it easier for your buyers to discover your company during their early online research.The second step is to raise your visibility and awareness across social and professional networks with social marketing campaigns.The third step is to identify and engage with your buyers as early as possible. This requires the ability to capture someone’s interest when they are ready to step up and introduce themselves which means having compelling offers and landing pages to capture their information from both your website and Facebook pages. But it also requires alerting sales about each prospect and giving them the insight into that buyer’s needs that they need to guide your buyers into your sales funnel.Finally, you need to make this repeatable. The only way you’re going to be able to increase your volume of inbound leads is if you understand the paths and process your best prospects use to find you during their research process. This insight will allow you to optimize your inbound marketing and grow your # of inbound leads.
- Expert Tip: Your homepage typically has the most inbound links- optimize key words & monitor anchor text accordingly
- How well do metrics like the quantity of shares on Facebook, Tweets on Twitter or Google Buzz shares correlate with higher rankings in the top 30 results in Google's web search results?