An introduction to Inbound Marketing. This presentation covers the holistic approach to online marketing including Content, SEO, SRO and Social Media. The presentation is full of the latest hints and tips that will improve your results
8. Inbound Marketing:
“A marketing strategy that places you
in front of customers during their
discovery and research phase -
throughout the buying cycle”
48. http://app.buzzsumo.com
• Identify which types of topics people love to share
• Identify content formats that work
• Identify catchy headlines
• Discover influential authors
49. Add to lists, tweets
See what they share, network with, what they like?
Steel with pride and improve
60. Buffer Chrome App
• Direct from browser
• Fast and simple
• Post or share later
• Pick your channels
https://bufferapp.com
61. WHY YOU NEED USE GOOGLE+
Get your content read and ranking faster
• Faster indexing of your content
• Extended circles, means you influence your
followers and theirs
Authorship Tag = Identity
• Have you set yours up?
AuthorRank is coming!
• How authoritive and interesting are you to your
audience?
• Share-ability of authors content
• Number of people in your circles and how many
you are in
• Engagement levels of your content
66. Social Media Share Group
The more Google + and other quality shares the higher you
rank
Create a share club with say 50 people and carefully share
content
Focus on Key Words and Landing Pages
74. OVER 200 FACTORS INFLUENCE SEARCH
Keywords (targeting and acquisition)
• Improved sematic and contextual understanding – meaning, not just
words
• Don’t spam, keyword stuff
• Keywords, long tail, context, location, device, experience
• Schema.org markup – use it
• Get ready for voice search – that’s what Google is doing!
Relevancy (on page SEO – behaviour and conversion)
• Focus on your users, give them what they want, where when
• Freshness of content – how often do you change yours?
• Must be unique and valuable to your user persona’s
• Content strategy, evolves, purposeful, hot topics, contagious, identify
intent, needs, problems and become the authority in your business area
75. OVER 200 FACTORS INFLUENCE SEARCH
Recommendation (off page SEO / Google Penguin)
• Commit to outreach and engage with communities
• Create content your audience will care about
• Will people vote for you with inbound links?
• Social mentions is ‘word of mouth’ marketing and builds links
• Use Google+ and gain ‘authorship’ and your ‘identity’
• Manage you link profile, assess risks and take action
• Content can’t sit in isolation, needs to be shared and engage influencers
– are you focused on them? Do you know who the are!?
Experience (Google Panda – behaviour and conversion)
• Be fit for mobile devices – Google prefer mobile responsive
• What do users ‘think’ of your pages? Find out.
• Reduce clutter and friction
• Don’t keep people waiting – improve load times
• Do all you can to engage and ‘romance the share’
76. “Think visibility rather than rankings.
Rankings vary from user to user,
device and location.
Focus on the user, keyword themes
and behaviour”
93. All digital roads lead here...
o Where does your website fit into your overall marketing strategy?
o Why do you need to optimise?
o Improving your organic search results
o Improving conversion
94. What does your website need to do?
o Generate sales
o Generate new leads
o Build brand awareness and perception
95. Understanding your users
o Why are they visiting your website?
o Where have they come from?
o What do they want to achieve on any specific page?
o Are they finding what they need? Or leaving?
o Bounce rate: higher than 60%?
o Conversion rates
96. Seeing your site the way visitors do
• How do people scan a page?
• What can they see above the ‘fold’?
97. Making your website work harder:
a checklist
Main top headers
• 80% of users see this first
• Make it count!
• Keep things familiar
98. Making your website work harder:
a checklist
Simple navigation
• Avoid jargon
• Use clear 'sign posting'
• Most important info on left side
99. Making your website work harder:
a checklist
Headlines
• Relevant to user
• Clear and concise
• Relevant to page
100. Making your website work harder:
a checklist
Hero image
• Show service or product
• Use photos to guide actions
• Don't use stock images
101. Making your website work harder:
a checklist
Video
• Customer testimonials
• Short and sweet
102. Making your website work harder:
a checklist
Data capture/sign-up forms
• Consider design
• Test messaging
• Less is more
103. Making your website work harder:
a checklist
Buttons
• Consistent color
• Drive call-to-action
• Make them bigger
• Contact options
104. Making your website work harder:
a checklist
Trust indicators
• Social proof (reviews, ratings)
• Customer testimonials
• Guarantees
105. Making your website work harder:
a checklist
Main top headers
• 80% of users see this first
• Make it count!
• Keep things familiar
106. Making your website work harder:
a checklist
Benefits
• Focus on benefits for users
• Show how you solve problems
107. Making your website work harder:
a checklist
Repeat call-to-action
• Especially for long page copy
108. A few more tips to keep top of mind...
o Always be testing
o Think about mobile
o Don't forget your thank you pages
109.
110.
111. Changing Button Color to Red
Increases Conversions 21%
http://blog.kissmetrics.com/100-conversion-
optimization-case-studies
113. Conventional wisdom says that adding security badges on your site
would increase conversions, and 8 or 9 out of 10 times it would.
This is one of those rare times when it didn’t. Always be
experimenting, you’ll never know what you can remove to increase
users.
http://blog.kissmetrics.com/100-conversion-
optimization-case-studies
118. Pages Content Traffic Device
Landing pages Copy / Message Organic Desktop
Data Capture Call to action PPC Tablet
Live chat Promotion Social media Smartphone
Sales funnels Colours Affiliate SMART TV
Shopping cart Social proof Geography Google Glass
Template style Video W'end v W'day Voice search
Squeeze pages Images New & repeat
Interactive/Flash Long v's short Demographics
Dynamic Buttons Behavioural
120. Set GOALS
More Forms Completed
More Incoming Calls
More On Lines Sales
Improve Brand Awareness
Reduce Marketing Costs
Measure For Continuous Improvement
Work Smarter
128. Where Do I Start?
Step 1 – Develop your Digital Strategy to give you a road map
Step 2 – Create an action plan to implement the tactics
Step 3 - Set up all analytics to measure performance
Step 4 – Take massive action in terms of communication
Step 5 – Learn and adjust as you go
129. Get Your Digital Strategy
@Businessbob
email: bob.evans@yibp.co.uk
Web: www.yibp.co.uk
@businessbob - Hi Bob can you get in touch
I am interested in a digital strategy for my
business
Notes de l'éditeur
Magic moments
Hope street hotel – bar story
What happened afterwards?!
Give you customers a ‘digital hug’
TV channels
Me and the wife
Different audiences – FB consumer, glossy mags / LinkedIn professional
(could use different pubs analogies?)
TV channels
Me and the wife
Different audiences – FB consumer, glossy mags / LinkedIn professional
(could use different pubs analogies?)