This document outlines effective inbound marketing strategies. It begins by noting that simply launching a new website is not enough and that content must be created to attract visitors. It then defines inbound marketing as using search engine optimization, social media, blogging, and other techniques to publish engaging content. The rest of the document discusses key components of inbound marketing like content, social media, conversions and SEO. It provides tips for developing content based on a company's services, industries, trends and client stories. Finally, it introduces the presenters and provides contact information.
2. It’s been a long
week, but let’s check
out
Inbound Marketing
and take a look at some
strategies…
3. Setting the Stage
You may have already spent thousands of dollars and countless hours of work
resulting in:
Shiny New Website
Flexible CMS Solution
Beautifully Redesigned Logo
All New Copy
Site Launch
Lots of Anticipation Has Built
and then…….
4. Results
“WHERE ARE THE LEADS?”
“WHAT HAPPENED TO OUR SEO?”
“WHY DID WE MAKE THIS INVESTMENT?”
“THIS IS JUST LIKE OUR OLD SITE”
IF THIS SOUNDS FAMILIAR, DON’T BE FRUSTRATED– YOU JUST HAVE
TO FINISH THE REST OF YOUR WORK
5. A new website doesn’t guarantee you visibility- it won’t do you any
good unless prospects, clients and referral partners see it and use it
as a resource
Create a path from the public to you
Use marketing that isn’t interruptive
Inbound marketing is key
GIVE VISITORS A REASON TO GET EXCITED
ABOUT YOUR WEBSITE and ONLINE TOOLS
6. Inbound marketing, so what is
it?
Practice of online marketing that deliberately
uses a combination of things including:
search engine optimization (SEO)
various social media channels
blogging
to publish content that people will seek-
out, find and engage with
7. Inbound vs. Outbound
Outbound….
Interruptive
Hard to track ROI
Increased Blocking
Techniques
High Cost/Low Yield
Inbound…
Discovery
Conversational
All Platforms are FREE
Authentic, reinforcing brand attributes
12. Where You Can Begin
Your Firm’s Brand Attributes/Corporate Culture
Are they true online?
Responsive
Trust
Community
Value
Progressive
Relationships
How do you
translate these
attributes to the
online space?
13. Overall Digital Brand- encompasses all inbound components
Effective
Inbound
Marketing
Content
Measureme
nt
Social
Media
Conversion
s
SEO
14. Strategy: Use Value Offers and Experiences
Make the intangible, tangible:
• Legislative Overviews
• Issue Whitepapers
• Industry Surveys
• Checklists
• Case Studies
• Books
• Webcasts
• Free Consultations
• Diagnostic tools
• Q&A
• “Test Drives”
15. Strategy: Align Digital Strategy with Buying Cycle
Buying Cycle
Messaging/Content
Mass
Awareness
Landing Pages Drip Marketing
“Sales-ready”
One-on-one
Conversion
Tactics
16. Buying Cycle impacts sales approach needed
I’m just
checking
out your
website
SCREENING
(Awareness)
EVALUATION
(Interest)
CONSIDERATION
(Desire)
PROCUREMENT
(Action)
Please call me. We
need to do a Cost
Segregation Study
17. Important Considerations
Customers expect different interactions with you
depending on where they are in the buying cycle
Specific events trigger them into a buying mode
Adapt your approach for each phase of the buying
cycle
Create appropriate paths for them to follow to answer
their questions, and move them forward in the cycle
18. Qualifying activities
Governance Changes
Process Changes
Technology Changes
Operational Changes
Legislation, Compliance and
Regulatory Matters
Changes at CEO/CFO
Board, Audit Committee Changes
M&A/Spin-offs
Restructuring
Restatements
IT security problems
Fraud
Patents
Construction
Doing business Globally
Expansion
Outsourcing/CoSourcing
Bankruptcy
IRS Audit
“Triggers”
and what services they relate to
19. Strategy: Building a Foundation
CONTENT IS KEY
You should always be creating more, but what to create?
What types of content your firm has or is creating to attract prospects?
CONTENT DEVELOPMENT IDEAS
Something your audience wants to read
How To’s
“The Secret to _______” blog topic
Timely & Relevant Topics for industry, listen to the news, your
marketplace, industries
Something to watch – Video Blogs & Tutorials
20. Develop a CONTENT plan
Don’t reinvent the
wheel.
You can purchase
content and customize
it to fit your needs –
this can take as little
as 5-10 minutes to
review and post vs. 1-
3 hours for individual
development.
Every day have a
different person in a
different department
create something for
the web:
A relevant post for
Facebook
Sharing an article on
Linked In
Writing a blog or page
of content for the
What
service/industries do
you specialize in?
These are a basis for
good content.
Trends, hot
topics, news, legislativ
e updates that affect
your clients and their
businesses
IDENTIFY LEVERAGE VENDORS BE A TEAM
PLAYER
21. TIPS GENERATING CONTENT
Ask friends for ideas, talk
to someone other than a
co-worker, tweet for topic
ideas: ie. Ask your
followers what they most
want to know about your
field
Contact smaller blogs to
see if they would be
interested in posting on
yours, offer to post on
someone else’s blog as a
guest – this creates
inbound links and exposes
you to a new audience.
Write them about your
own clients. Pick other
companies and write
about their clients...
Check Google Trends –
find out what is relevant
right now and work it into
your blog/content
Get more out of your
archives, use your
existing content and
translate it to a new
media: ie. blog to video or
infographic.
Interview someone from
your own company, or a
prominent person in your
field and use it as a video
blog, or type it up: better
yet, do both!
USE ANOTHER MEDIA BRAINSTORM GUEST BLOG
INTERVIEW SOMEONE CASE STUDIES GOOGLE TRENDS