Understanding Inbound Marketing, Building and Structuring your web site and some basic SEO tips

1. INBOUND MARKETING
‘Telling your story to sell your brand online’
Margot Mulcahy
www.mdmpr.com

2. Outbound = Offline
Finding Customers through ‘Interruption Marketing’
Direct Mail, cold-calling, TV, advertising, brochures, trade shows, etc.
‘Buying people’s interest in what you are selling’
Inbound = Online
Customers Finding You through good online content
Web, SEO, Blogs, Social Media, etc.
‘Earning people’s interest instead of buying it’

3. Attracting customers with a marketing magnet
 SEO
 Social Media
 Blogs
 Key words
 Good Content

4. How to Get Found:
 Create a keyword strategy
 Optimize your website
 Create a blog
 Develop marketing offers
 Promote offers through social media
 Convert website traffic into leads
 Follow up on leads with targeted messages
 Optimize your marketing for mobile viewing
NB
60% of internet users now use their smart phones to check the web -
by 2014 this will overtake desktop usage.

5.  Explain more about social media?
 Is my web site ok?
 Is Blogging that important?
 What should I ‘talk’ about?
 I don’t understand SEO

7. Understand your target audience, your goals and anticipated time commitment
Choose the networks that fit into the above and forget about the rest.
Understand social media etiquette:
* Frequency and consistency are the keys to social media success
* Do not over-commit
* Do not over-share
* Be social, not selfish
* Follow the rules (they all have them!)
* Do not be a spammer
* Make smart connections
* Give credit where credit is due
* Keep it PG and PC
* Be patient

8. If you have a web site, ask yourself these questions:
 Is my website attractive and engaging?
 Does my website have a strong call to action or message?
 Is the content structured in an easy to understand format?
 Is the website navigation easy?
 Is my website linked to my Social Media networks
 Do I have a blog?
 Can visitors easily contact me or find my location?
Check your site’s marketing capabilities by running analytic tools:
www.woorank.com or www.marketing.grader.com
Perhaps you DO need a new web site
and if you don’t have a web site - you should !
.


9. Plan each page as if it was a web site in its own right, with clearly defined headings,
graphics and calls to action
Consider the following:
Purpose
What is the purpose of the site? What do you hope to accomplish by building this web
site?
Target Audience
Who are the specific group of people you need to target?
Technology
What technical features do you need? CMS and Shopping Carts, etc.
Content
What kind of information will the target audience be looking for
on your site?
Remember that Content is King!

10. Start with Content and Structure – not design

11.  Write your first draft
 Cut it in half
 Cut it in half again
 Add bullets or numbered lists where possible
Content is Not Just Text !
 Images
 Documents
 Audio (i.e. Audioboo)
 Video (i.e. embedded from YouTube)
 Blog and RSS feeds (Twitter/Facebook stream)
.

12.  Family members or friends building your site
 Dodgy developers – Pick a project developer by reputation and
check their referees !
 Ignore your own preferences
 Focus on the users and goals
 If you pay peanuts you may get monkeys!
 Be wary of Flash
Above all be flexible, be brave
and think outside the box!

13. Your blog is the home of magnetic content
 Inbound marketing starts with blogging
 A blog is the best way to attract new visitors to your
website
 Companies that blog get 55% more leads than those
who don't
 A blog is a perfect medium for delivering regularly
changing web content to your web site

14. What to talk about?
 Products and services
 News & Promotions
 Successes and innovations
 Satisfied customers
 Happy employees
 Future plans
The Result:
 Creates Awareness
 Develops Relationships
 Establishes Credibility
 Wins New Business

15. Search Engine Optimisation – the basics
Web Search Engines:
 They create listing by crawling the web – called spiders, algorithm, bot, etc.
 They Read text – not images
 They index, calculate, merit relevancy
and retrieve
Search engines find you through your key words
Key words are used in your source code as well as your site
content

16. Key words, Meta Data, Tags?
Your “key words” are the words that you are optimizing
your site for
Your "meta-tags" are the words that
you put inside your site's pages
Help in sourcing your Keywords can
be found:
http://marketsamurai.com
http://www.google.ie/adwords/

17. What is the Source code?
Right-click your mouse on any web page and you will see

18. Your meta data includes
Your Page Title
Your Page description
Your Keywords

19. Your meta data
Page Titles
Write your title for your visitors
Keep it under 66 characters
Use your primary keywords & keyword phrases
Your Page description
Write your description for you visitors
Use 20 – 25 words or 255 characters
Utilise your top 2 keywords
Create a different description for every page
Above all – keep it real!

20. The end brings us to the beginning!
….and brings us to the end of
our whistle stop tour on
Inbound marketing!