Inbound MarketingHow to Focus on Inbound Using

Content + Social

Shelly Kramer, @shellykramer

© 2013 V3 Integrated Marketing

New Way vs. Old Ways of Business

How High Growth Companies Are Using Inbound

Why Social, SEO + Content are Key

Where to Start

How to Give Your Content Legs

Some things we’ll cover include:

Tracking + Measurement

Whatever Else I Think is Nifty

The Web Has Changed

Everything

WHY Are We Talking About This?

Search+

Friends

Today, Two Things Matter

FindServe

Greatest Challenge?

Tactics to find new customers

2010 2011

51% 85%Website

38% 74%Search

20% 54%Video

Source: Study by Bredin Business Information, http://bredin.com

Tactics to find new customers

2010 2011

- 53%Coupon Offers (Groupon)

- 49%Mobile

27% 50%Twitter

43% 65%Facebook

Source: Study by Bredin Business Information, http://bredin.com

Old Way: Money x Media = Business

New Way: Time x Media = Business

The Formula Has Changed

Every company is a media company.

Every company needs a content strategy.

Every company needs a social media presence.

Every company needs to understand inbound marketing.

Today ….

What the Heck is

Inbound Marketing?

Inbound = Bees to Honey

Don’t Believe Me

Background

Online Marketing Study: Professional Service Firms

Sample Included Five Primary Industry Groups

Revenue Distribution

Respondents Tended to Hold Senior-Level Positions Within Their Firms

% of Sample

Growth

Firms Generating

…than those with no online leads

40% or more leads online

Grew 4x faster

Technique Effectiveness Rating

What do High Growth Firms Do Differently?

They Focus On

Creating Content Smart SEO

Leveraging Social Media ChannelsEmail Marketing

(building and using their list)And the fact that Data Drives

Strategy

High Growth vs. Average Firms

What Do High Growth Firms Find Most Effective?

SEOCreating Content (Blogging)

Focus on DataEmail Marketing

Creating More Content (whitepapers, eBooks, newsletters, case studies)

Social Media Channels

High Growth Firms Focusing on Using the Web and Online Marketing

are Generating…

…as Average Growth Firms

5X More Leads

Twice as Many New Hires

High Growth Firms Obtain …

… is what Average Growth Firms

63% of leads online

12% of leads online

Greater Engagement = Faster Growth

Firm Growth andOnline Lead Generation

Profitability

The Greater a Firm’s Online

Lead Generation Focus, the

Greater its Total Profitability

Firms Generating

60%or more leads online

Are 2X More ProfitableAs Those Generating 20% of leads online

Why Inbound?

Inbound marketing generates more leads for longer periods of time than traditional marketing.

Example:

Display ad in local business journal

runs once, exposure to people reading the paper

that week

Blog Post, White Paper, Case

StudyThese marketing resources live on your website and, properly optimized and marketed, can attract leads for a

long time to come.

Blog + Social + SEO Deliver Lower Cost Per Lead

Wake Up CallB2B companies must realize that

effectively selling their services requires them to go beyond traditional

marketing and face-to-face selling. They need to adapt.

You don’t start with social. If

you do, you will lose.

What are we doing?

What are our competitors doing?

Where do we have opportunities?

Where do we stink?

Start With Data (and a Competitive Analysis)

Who are our prospects?What are they doing?

Where do they hang out?What do they talk about?

What do they need?How can we serve them?

Our Prospects + Social

Social channel engagement +

interaction have a big impact on

brand reputation and search

So, optimize

your brand(and start with your website).

Checklist

Well-Optimized WebsiteCorporate BlogLegitimate Social PresenceCorporate AssessmentStrengths + Assets + Opportunities

Corporate Assets

Yammer, SharePoint, JiveBloggersSocial Media Power UsersTech + Socially Savvy Sales TeamDo Something Crazy, Ask

66.7% - Use Social Media Networking Sites

87.5% - Use Social Networking Sites for Business + Personal Use

Survey Your PeopleHere’s What One Survey Told Us

81.8% Have Clients Who Use Social Media Channels

91.7 % Do NOT Communicate With Clients Through Social Media

Channels

What They Told Us

58% are on Facebook

44% Visit Facebook a Few Times a Month

What They Told Us

75% Have LinkedIn Profiles

50% Visit LinkedIn Weekly17% Visit Monthly25% Visit Rarely

What They Told Us

58% Belong to LinkedIn Group(s)

81% Rarely Post a Status Update

What They Told Us

What Compels You To Visit LinkedIn

18% - Who’s looked at my profile18% - Research

18% - New Biz Dev

(Accept/reject invitations, manage contacts, look for someone, look at updates)

Networking? Pshaw.

What They Told Us

Human Assets

Recruiting TeamBusiness Development TeamMarketing TeamInternsExecutive Team

Internal Resources

Client Pitches, PresentationsConference AppearancesVideo, Photos, VignettesWhitepapers, Case StudiesCustomer Service ExperiencesSales Team War Stories

One Presentation• Original Purpose• Modified for SlideShare• Voiceover Added, YouTube• Blog Post• Guest Blog Post• Pinterest Board• Client Newsletter• Landing Page Campaign• Email Marketing

Data Is

Critical

How do you know if it’s working?

Data Drives Everything

Let’s Compare …

The Power of a Blog, 2012

The Blog, 2013

Let’s Compare …

Track Your Success

• Most popular Twitter content• Most popular blog posts• LinkedIn adopters (groups,

opportunities, RFPs, sales)• Blog content can lead to opportunities• What you like + read + share

Test, Measure, Test

• Treat content + social as part of your lead gen efforts (track it)

• Experiment with landing page campaigns

• Never stop building your list• A/B Test

List Building is Easy

Want to Focus on Growth & Profitability?

Start with Your Website +

Inbound Marketing

How Do We Do That?

• Start thinking about Content

• Time + Social + Content Marketing =

Leads• Leads + Conversions = Sales

Most Commonly Used Inbound Tactics

#1

#2 #3

Most Effective Inbound Marketing Tactics

#1

#2 #3

White Papers

More Content (Corporate Blogging)

Step Up Your Inbound Game

Use Your Analytics as a GuideUnderstand the Importance of SEOKnow Your Audience, Serve ThemFocus on Creating Great ContentTie Social to Business Initiatives

For all that’s holy, please remember …..

Project managers and admins are not

marketing strategists

Stalk Me, Anytime

Shelly@V3im.com816.200.2520

LinkedInShelly DeMotte Kramertwitter.com/shellykramer facebook.com/shellykramer

www.v3im.com