5 New Inbound Marketing Services to Grow Your Business The role of the digital agency has changed. Buyers are researching and making buying decisions on their own, competitors are making a lot of noise across social media, and direct marketing has become less and less effective. Companies need to help companies reach and educate their buyers to deliver high quality traffic and leads. Developing high quality inbound demand is the right strategy for companies and the most important new services companies can provide. 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

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?

23. Marketing Intelligence

24. Marketing Intelligence

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%

27. MCCM: Inbound Marketing
Components

28. Q&A
Questions & Answers