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Keith Parnell, JASE Group
             jasegroup.com/keith-parnell
                              @parnellk63




@JASEgroup
Social
                                 Video    Bookmarking   Online Press
                                Sharing                  Releases


                       Photo                                            Email
                      Sharing                                          Marketing




       Social Media                                                                 Outdoor
        Marketing                                                                  Advertising




      Search                              Website                                     Direct Mail
      Engine
     Marketing                            & Blog                                      Advertising




@JASEgroup
Social
                                                 Bookmarking
                                                               Online Press
                                 Video Sharing
                                                                Releases



                                                                                Email
                 Photo Sharing
                                                                              Marketing




     Social Media                                                                          Outdoor
      Marketing                                                                           Advertising




 Search Engine                                   Website                                     Direct Mail
   Marketing
                                                 & Blog                                      Advertising




                                                                                                                                 Search                     Strategic
                                                                              Quality                      Inbound    Social                   Smart Web
                                                                                                                                 Engine                     Landing
                                                                              Content                        Links   Signals                  Development
                                                                                                                               Optimization                  Pages




@JASEgroup
Social
                                        Bookmarking    Online
                               Video
                                                       Press
                              Sharing
                                                      Releases

                     Photo                                        Email
                    Sharing                                      Marketing



         Social
                                                                          Outdoor
         Media
                                                                         Advertising
        Marketing




      Search                            Website                              Direct Mail
      Engine
     Marketing                          & Blog                               Advertising


                                                                                       Quality                                    Search Engine    Smart Web      Strategic
                                                                                                 Inbound Links   Social Signals
                                                                                       Content                                    Optimization    Development   Landing Pages



                                                                       Brand Monitoring


                                                                       Analytics Research


                                                                       ROI Calculations


                                                                       Reengagement Planning


@JASEgroup
Ad Campaign




@JASEgroup
Ad Campaign




               Landing Page URL




@JASEgroup
Ad Campaign




               Landing Page




@JASEgroup
Ad Campaign




               Landing Page




                              Lead Generation
                                 Webform

@JASEgroup
Ad Campaign         Marketing Conversion Rate
               500 pageviews / 50 webform leads = 10%



               Landing Page




                                       Lead Generation
                                          Webform

@JASEgroup
Ad Campaign




               Landing Page




                              Sales Team




@JASEgroup
Ad Campaign                   Sales Conversion Rate
                              50 leads / 5 sales = 10%



               Landing Page




                                    Sales Team




@JASEgroup
Ad Campaign   Landing Page   Sales Team




@JASEgroup
Creative Director   Marketing Director    Sales Manager



 Ad Campaign          Landing Page         Sales Team




@JASEgroup
Creative Director   Marketing Director           Sales Manager

                      Marketing Conversion Rate     Sales Conversion Rate


 Ad Campaign          Landing Page                Sales Team




@JASEgroup
Vice President of Sales & Advertising




  Creative Director            Marketing Director              Sales Manager

                                Marketing Conversion Rate       Sales Conversion Rate


 Ad Campaign                   Landing Page                   Sales Team




@JASEgroup
Vice President of Sales & Advertising

                          Overall Ad Spending Per Closed Sales


  Creative Director              Marketing Director               Sales Manager

                                  Marketing Conversion Rate        Sales Conversion Rate


 Ad Campaign                    Landing Page                     Sales Team




@JASEgroup
Vice President of Sales & Advertising

                                   Overall Ad Spending Per Closed Sales

  Content Marketing
                                          Marketing Director               Sales Manager
  Social Signals
                                           Marketing Conversion Rate        Sales Conversion Rate

  Search Engine Optimization
                                         Landing Page                     Sales Team
  Pay-per-click



  Email Marketing



  Social Bookmarking




@JASEgroup
Vice President of Sales & Advertising

                               Overall Ad Spending Per Closed Sales

  Telemarketing
                                      Marketing Director              Sales Manager
  Television Commercials
                                       Marketing Conversion Rate      Sales Conversion Rate

  Radio Spots



  Trade Shows



  Print Advertising



  Outdoor Boards




@JASEgroup
Vice President of Sales & Advertising


             Brand Monitoring


             Analytics Research


             ROI Calculations

             •Dollars per new lead
             •Dollars per new sale

             Reengagement Planning

             •We can now apply measurable results to reengagement planning
              decisions.




@JASEgroup
   Content Marketing
      o Blog articles, white papers, Press Releases, eBooks,
        Webinars, Videos, Podcasts.

     Inbound Links
      o Business Partner websites, Referral websites, Social
        Bookmarking websites.

     Social Signals
      o Google+, Twitter, Facebook, Pinterest (? possibly + what’s
        next).

     Search Engine Optimization

@JASEgroup
   Google AdWords
      o Search Partners: Google.com, AOL.com
      o Display Network: YouTube, MySpace

     Microsoft adCenter
      o Bing.com, Yahoo.com, Flickr

     Facebook

     LinkedIn

     Twitter


@JASEgroup
   Demographics
      o Sex, Race, Age, Income, etc.

     Socialgraphics
      o Understand your customers’ social behaviors.
      o Where are your customers online?
      o Who do your customers trust online?
      o Who trusts your customers online?
      o Don’t focus on the tools / technology.



@JASEgroup
 Creative Director
    Art Directors
    Copywriters
    Web Developers
    Tech Engineers
    Marketing Team
    Sales Team
    Accounting Team




@JASEgroup
Slides & Video are available at
   JASEUniversity.com


                            Questions?

             To learn more about the ever-changing world of
               Inbound Marketing, visit JASEGroup.com/blog




@JASEgroup
This slide intentionally left blank.




@JASEgroup
The lifeblood of a successful business today is Inbound Marketing. A solid
   inbound marketing plan that ranges from attractive, creative advertising
   campaigns into further information on strategic landing pages into lead
   generation into sales conversions and finally into measurement and
   accountability, is the basis of success in today's business world. Without
   this process, your advertising and marketing investments are floundering
   in the wind.

   This session, Inbound Marketing: The Lifeblood of Today’s Successful
   Business, presented to an Old Dominion University MBA Internet Marketing
   class, explores the details of executing and measuring the results of a
   successful Inbound Marketing strategy. The discussion points out the
   ultimate importance of Content Marketing, how Inbound Links verify trust,
   the growing significance of Social Signals, and SEO's role as the search
   engines view it today. Also discussed are various Inbound Marketing
   methods JASE has planned and implemented successfully for several clients
   in multiple verticals.




@JASEgroup

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Inbound Marketing: The Lifeblood of Today's Successful Business

  • 1. Keith Parnell, JASE Group jasegroup.com/keith-parnell @parnellk63 @JASEgroup
  • 2. Social Video Bookmarking Online Press Sharing Releases Photo Email Sharing Marketing Social Media Outdoor Marketing Advertising Search Website Direct Mail Engine Marketing & Blog Advertising @JASEgroup
  • 3. Social Bookmarking Online Press Video Sharing Releases Email Photo Sharing Marketing Social Media Outdoor Marketing Advertising Search Engine Website Direct Mail Marketing & Blog Advertising Search Strategic Quality Inbound Social Smart Web Engine Landing Content Links Signals Development Optimization Pages @JASEgroup
  • 4. Social Bookmarking Online Video Press Sharing Releases Photo Email Sharing Marketing Social Outdoor Media Advertising Marketing Search Website Direct Mail Engine Marketing & Blog Advertising Quality Search Engine Smart Web Strategic Inbound Links Social Signals Content Optimization Development Landing Pages Brand Monitoring Analytics Research ROI Calculations Reengagement Planning @JASEgroup
  • 6. Ad Campaign Landing Page URL @JASEgroup
  • 7. Ad Campaign Landing Page @JASEgroup
  • 8. Ad Campaign Landing Page Lead Generation Webform @JASEgroup
  • 9. Ad Campaign Marketing Conversion Rate 500 pageviews / 50 webform leads = 10% Landing Page Lead Generation Webform @JASEgroup
  • 10. Ad Campaign Landing Page Sales Team @JASEgroup
  • 11. Ad Campaign Sales Conversion Rate 50 leads / 5 sales = 10% Landing Page Sales Team @JASEgroup
  • 12. Ad Campaign Landing Page Sales Team @JASEgroup
  • 13. Creative Director Marketing Director Sales Manager Ad Campaign Landing Page Sales Team @JASEgroup
  • 14. Creative Director Marketing Director Sales Manager Marketing Conversion Rate Sales Conversion Rate Ad Campaign Landing Page Sales Team @JASEgroup
  • 15. Vice President of Sales & Advertising Creative Director Marketing Director Sales Manager Marketing Conversion Rate Sales Conversion Rate Ad Campaign Landing Page Sales Team @JASEgroup
  • 16. Vice President of Sales & Advertising Overall Ad Spending Per Closed Sales Creative Director Marketing Director Sales Manager Marketing Conversion Rate Sales Conversion Rate Ad Campaign Landing Page Sales Team @JASEgroup
  • 17. Vice President of Sales & Advertising Overall Ad Spending Per Closed Sales Content Marketing Marketing Director Sales Manager Social Signals Marketing Conversion Rate Sales Conversion Rate Search Engine Optimization Landing Page Sales Team Pay-per-click Email Marketing Social Bookmarking @JASEgroup
  • 18. Vice President of Sales & Advertising Overall Ad Spending Per Closed Sales Telemarketing Marketing Director Sales Manager Television Commercials Marketing Conversion Rate Sales Conversion Rate Radio Spots Trade Shows Print Advertising Outdoor Boards @JASEgroup
  • 19. Vice President of Sales & Advertising Brand Monitoring Analytics Research ROI Calculations •Dollars per new lead •Dollars per new sale Reengagement Planning •We can now apply measurable results to reengagement planning decisions. @JASEgroup
  • 20. Content Marketing o Blog articles, white papers, Press Releases, eBooks, Webinars, Videos, Podcasts.  Inbound Links o Business Partner websites, Referral websites, Social Bookmarking websites.  Social Signals o Google+, Twitter, Facebook, Pinterest (? possibly + what’s next).  Search Engine Optimization @JASEgroup
  • 21. Google AdWords o Search Partners: Google.com, AOL.com o Display Network: YouTube, MySpace  Microsoft adCenter o Bing.com, Yahoo.com, Flickr  Facebook  LinkedIn  Twitter @JASEgroup
  • 22. Demographics o Sex, Race, Age, Income, etc.  Socialgraphics o Understand your customers’ social behaviors. o Where are your customers online? o Who do your customers trust online? o Who trusts your customers online? o Don’t focus on the tools / technology. @JASEgroup
  • 23.  Creative Director  Art Directors  Copywriters  Web Developers  Tech Engineers  Marketing Team  Sales Team  Accounting Team @JASEgroup
  • 24. Slides & Video are available at JASEUniversity.com Questions? To learn more about the ever-changing world of Inbound Marketing, visit JASEGroup.com/blog @JASEgroup
  • 25. This slide intentionally left blank. @JASEgroup
  • 26. The lifeblood of a successful business today is Inbound Marketing. A solid inbound marketing plan that ranges from attractive, creative advertising campaigns into further information on strategic landing pages into lead generation into sales conversions and finally into measurement and accountability, is the basis of success in today's business world. Without this process, your advertising and marketing investments are floundering in the wind. This session, Inbound Marketing: The Lifeblood of Today’s Successful Business, presented to an Old Dominion University MBA Internet Marketing class, explores the details of executing and measuring the results of a successful Inbound Marketing strategy. The discussion points out the ultimate importance of Content Marketing, how Inbound Links verify trust, the growing significance of Social Signals, and SEO's role as the search engines view it today. Also discussed are various Inbound Marketing methods JASE has planned and implemented successfully for several clients in multiple verticals. @JASEgroup