REAL CASES. REAL RESULTSInbound Marketing Success Webinar

Agenda

• Introduction – Chris Knipper• About Kuno Creative • Marketing Cases - 2 clients

– Strategy– Execution– Results

• Questions & Answers

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Chris KnipperPresident

Kuno Creative @chrisknipper

LinkedIn.com/in/chrisknipper

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About Kuno Creative

Marketing Company since 2000

• Branding & PR• Marketing Strategy• Print• Outdoor• Direct Mail• Website Development• Internet Marketing

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About Kuno Creative

Inbound Marketing since 2009

• Getting Found Online• Creating Great Content• Social Media

• Monitoring • Engagement• Marketing• Capturing Leads

• HubSpot Certified Partner

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Case Study 1

Outbound Marketing

• Direct Mail• Print Ads• Phone Books• Radio• Outdoor

Challenges

• Cost for lists and postage• Decline in newspaper readers• Search the internet vs. Phone books• Not targeted enough• Not easily measurable

Marketing Budget % Sales

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New Direction in 2010Inbound Marketing

Update Strategy

ChangeOutbound Marketing Budget % SalesToInbound Marketing Budget % Leads

Goals

• 25 leads = 8 customers• 1,400 visitors = 25 leads• Blogs + SEO + Social Media = 1,400 visitors• 4 customers /month = Positive ROI

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Integrated Strategy

Outbound

• Direct Mail• Radio• Banner Ads • Email Marketing

RADIO COPY

Eliminate electric bill shockthis summer. Schedule your air conditioning performance check. Be a Facebook fan of Raymond Plumbing, and your A‑C performance check could be free!

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Outbound Email Marketing

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Integrated Strategy

Inbound

• Update Website for Lead Capture• Development Compelling offers• Landing Pages

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Integrated StrategyInbound - Search Engine Optimization (SEO)

• Website pages• Blog articles• Videos

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Integrated Strategy

Inbound

Off page SEO

•Social Media Profiles• Facebook• LinkedIn• Twitter• Digg• StumbleUpon

• Social Media Monitoring• Facebook• LinkedIn Groups• Twitter Hashtags• Local blogs

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Integrated Strategy

Inbound

• Social Media Engagement• Series of Lead Nurturing emails• Additional Offers• Daily Interaction

Funny Plumbing Facts: Sir John Harington is credited with inventing the flushable toilet in 1596, hence the American nickname for it, “the john.”

Water Heater – How to You Tube videoTax Credit Trivia: (Q) How long do I have to take

advantage of the tax credit for energy-efficient home improvements? (A) The tax credit for..

Grand prize tickets to the Cav’s vs. Miami game)

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ImprovedTraffic to lead to conversion rateSearch engine rankings

Analyze Results

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Results Results for first 7 months

Website Traffic – 10,692Leads - 99Customers – 27Avg. 9 Customers month

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Case Study 2

Outbound Marketing

• Tradeshows• Distributors• Product Endorsements• Marketing Literature• Product Labels

Challenges

• Perceptions That It Is Not Easy to Care for Orchids• Cost to Reach a National Audience• Learning About Consumer Preferences• Spreading Consistent Brand Message Through Multiple Channels

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Inbound Marketing

Update Strategy

Build the Brand“Caring for Orchids is Easy”Build Loyal Brand Advocates Become Online Resource for Orchid Care

Goals

• Increase Website Traffic • Expand Reach in Social Media• Create Great Content for Consumers• Collect Consumer Data• Increase Demand for Distributors• Attract Additional Distributors

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Update Website Design

For the Consumer

• Design & Content Centered Around Consumer• Watering Reminder Emails

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Update Website Design

For the Consumer

• Orchid Care Downloads• Orchid Care Blog

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Expand Reach

Create Great Content

• Build YouTube Channel• Interactive Help Forums

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Get Found Online

Get Found & Interact

• Improve Organic Search• Interact in Social Media• Collect Consumer Data

• Surveys/Polls• Offers/Landing Pages

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Social Media Monitoring

Monitor & Respond

• Brand Mentions• Blogs• Facebook

• Identify Trends• Define Consumer Types• Respond w/ Helpful Content

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Social Media Engagement

Engage the Audience

• Ask Questions• Encourage Interaction

Poetry Contest

LinkedIn Orchid Care Group

Monitor & Respond

• Industry Groups• Thought Leaders

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Social Media Campaigns

Create Great Offers

• Customize for Audiences• Promote in Social Media

• Blog• FaceBook• Digg• Email Marketing

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Social Media Campaigns

Reward Brand Advocates

• New Offers First• Promote in Social Media

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Lead Nurturing Emails

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Create Landing Pages

Compare Conversion Rates and Optimize Marketing Budget

Add Retailers Conversion Form

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Results - Website Traffic Increase 500%

July 2010 Traffic

July 2009 Traffic

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674 Blog Subscribers in 90 Days

Social Media Campaign Summary

• 4,100+ Facebook fans• Uploaded 225+ customer photos• 7,000 new leads captured• 51.8% average conversion rate on 6 landing pages• 13,304 Lead Nurturing emails sent to leads• Email subscriptions grew to 17,000

Questions & Answers

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• Conclusion – Chris Knipper• Questions• Free Inbound BluePrint available

at www.kunocreative.com

Chris KnipperPresident

Kuno Creative @chrisknipper

LinkedIn.com/in/chrisknipper