Transcript Inbound Marketing @ Clark & Reid

Inbound Marketing @
YOUR-COMPANY
Using the Internet to help prospects
find us and convert more visitors into
paying customers
Instructions on how to complete this PPT
presentation for your company are in this
article:
Agenda
1.
2.
3.
4.
Changes in Purchasing Behaviors
Marketing Needs to Adapt
Our Current Marketing Grade
Plan for Improvement
Changes in Purchasing Behavior
98% Search in
Google
• Buyers start
purchasing
process in
search
engines
Source: Marketing Sherpa
Changes in Purchasing Behavior
• When was the last time when you were
considering making a purchase over $1000 that
you did the following?
–
–
–
–
–
–
Used the yellow pages
Got on a plane to go to a trade show
Responded to a print advertisement
Responded to a direct mail advertisement
Did a search in Google or another search engine
Asked a friend for advice, and they emailed you a URL
as a response
Marketing Needs to Adapt
Outbound Marketing
• Inside Sales
• Telemarketing
• Tradeshows
• Seminars
• Print Advertising
• Direct mail/email
Inbound Marketing
• SEO
• Pay per click
• Blogging / Blogosphere
• Social Media / Buzz
• Targeted Landing Pages
• Marketing Analytics
Marketing Needs to Adapt
Outbound Marketing
• Low response rate (1-5%)
• Expensive / Wasteful
• Becoming more difficult
• “Interruption” based
Inbound Marketing
• High response rate (20-50%)
• Low cost / High ROI
• Wide open playing field
• “Permission” based
Marketing Needs to Adapt
• Consumers have control
– Spam software blocks email
– Caller ID blocks cold calls
– Government is on consumer’s side
• Can –Spam Act
• National Do Not Call List
• Today, the goal of marketing needs to be to “get
found” by customers when they are looking, not
“get in their face” when they are not looking.
New Rules of Marketing
• Get Found by Qualified Prospects
– Search Engines
– Blogosphere
– Social Media
• Convert Prospects to Customers
– Landing Pages
– Lead Intelligence
– Marketing Analytics
OUR-COMPANY Advantage
• On the Internet, a smaller company can outmarket a larger company.
• Size of budget and number of employees is
less relevant.
• David can beat Goliath, if he is smart about
using the Internet.
OUR-COMPANY in Search Engines
• Our best prospects are looking for us.
• We’re not in the places where they’re looking.
Search Term
Monthly Searches
Can you find
OUR-COMPANY?
Term 1
[input volume]
[input yes or no]
Term 2
[input volume]
[input yes or no]
Term 3
[input volume]
[input yes or no]
Term 4
Term 5
[input volume]
[input yes or no]
Put the volume from a keyword research
[input yes or no]
tool, and put[input
“yes” volume]
if you are on the first
page of Google results when you search for
that term in Google, put “no” if you are not
on the first page of results.
Source: www.WebsiteGrader.com and HubSpot Internet Marketing
OUR-COMPANY in the Blogosphere
•
•
•
•
XX Blogs about “Term 1”
XX Blogs about “Term 2”
None of these blogs are from OUR-COMPANY
Technorati (a blog search engine) gets 4.5
million visitors per month
Search for relevant blogs on Technorati, and
list the numbers here.
Source: Technorati and HubSpot Internet Marketing
OUR-COMPANY in Social Media
• XX Stories on Digg about “Term 1” (none from
OUR-COMPANY)
– Digg is a top 100 website - over 20 million people
visit each month
• 72 Questions about “Term 1” on LinkedIn
(none from OUR-COMPANY)
– LinkedIn gets 1.5 millions visitors/month, the
average user is 39 and makes $139K/year, over
on Digg,
Delicious, LinkedIn or other
500,000Search
C-level
members
social media relevant to your company and
list the results here.
Source: HubSpot Internet Marketing, Digg, LinkedIn, Compete.com
OUR-COMPANY Marketing Grade
• We’re way behind on the Internet.
• Good news: We can improve and WIN!
Metric
OUR-COMPANY
Competitor 1
Competitor 2
Website Grade (Overall)
[enter metric]
[enter metric]
[enter metric]
Alexa (Traffic)
[enter metric]
[enter metric]
[enter metric]
Google Page Rank (SEO)
[enter metric]
[enter metric]
[enter metric]
Use www.WebsiteGrader.com and show
your current situation against your
competition on a couple relevant metrics.
Source: www.WebsiteGrader.com
http://www.websitegrader.com/wsgid/432155/default.aspx
OUR-COMPANY Marketing Plan
• Begin comprehensive Internet marketing program
today
– Search Engines: SEO & PPC
– Blogosphere
– Social Media
• Goals in First 6 Months
– Double web traffic
– Double web leads
– Website Grade above 70
• Goals in Following 6 Months
– Double web traffic AGAIN
– Double web leads AGAIN
– Website Grade above 80
OUR-COMPANY Marketing Plan
• Budget: $10,000/year
– Internet Marketing Software: $3,000
– PPC Spend: $6,000
– Writing / Content / Other: $1,000
• Additional funds based on performance
Adjust based on your own company situation in terms of budget and
expectations. Make sure you include money to pay for tools (software,
training, research) to help you achieve your goals, not just money for
PPC ads.
(PS – Be sure to check out www.HubSpot.com) we’re experts at helping
companies leverage the internet for inbound marketing.