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A step-by-step guide to Inbound Marketing

{ What Youre About To Learn

What is Inbound Marketing? About SEO: what it is, how to perform it What kind of content do you need? How do you create it? Using social media to promote your content Measuring it all How to implement all of this

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{ What Is Inbound Marketing?

Inbound marketing is a business-building strategy that

aligns with how people make goods and service purchase decisions today: online
An Inbound Marketing strategy relies on processes and

tools
The processes and tools utilize underlying web software

that helps you create, publish and analyze valuable content that appeals to your target audience and is attractive to search engines

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{ What Is Inbound Marketing?

The processes
to get found: publish promote optimize and to convert: test target nurture

The tools
to get found: content management blogging social media SEO web analytics and to convert: offers & CTAs landing pages email campaigns lead intelligence lead management web analytics

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The Internet Has Changed The Way Business Is Done

The internet has profoundly changed the way we

communicate, interact and purchase, both B2B and B2C

10 years ago, businesses reached consumers through trade

shows, print advertising and other traditional marketing methods

Today, people start their purchase decision by searching the

internet, using search engines primarily Google

To be competitive, your website needs to be found by search

engines
To be competitive, the content on your site has to address your

targets needs
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The Internet Has Changed The Way Business Is Done

Today, you must:

drive more quality trafc to your site capture visitors as leads nurture those leads into relationships convert those leads into customers analyze the activity on your site in order to

optimize all that youre doing online

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{ Traditional Marketing
Traditional marketing is like a hammer
Old marketing pushed messages to a wide audience,

only a small percentage of whom was ready to respond and act

Methods included tradeshows, print advertising, direct

mail, telemarketing, inside sales

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{ Inbound Marketing
New marketing is like a magnet
The internet has changed how people purchase goods and

services. Consumers now are in full control of the information they get and how they get it
New marketing methods include search engine optimization,

pay-per-click advertising, blogging, targeted landing pages, conversion tools and sophisticated analytics

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{
Anyone interested in

lenticular printing can nd ample information and a number of sources online

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{ It All Starts With Search

Google vendor website online pub directory community site etc
98% of B2B buyers search

online via Google

You need to have an effective

presence to get found rst by search crawlers, and consequently by the people who want to know about your product or service

sometimes 0 37.5 rarely/never

always
75.0 112.5 150.0
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{ It All Starts With Search

And its not just about being found; its about

being found rst

Eye-tracking heat map analysis shows a

phenomenon called the Google Search Golden Triangle; people focus on the top organic results at the top left corner of the screen
Top organic (not paid) results translates

into more web trafc

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{ Paid vs. Organic Results

Paid results are listings that

How Do You Get To The Top?

paid results (12% of clicks)

require a fee for the search engine to list your link for particular keywords. The most widely used is pay-per-click, where you pay each time someone clicks on the link in your ad
Organic results are gathered by

search engines web crawlers and ranked according to relevance to the search term. 88% of clicks are on organic results

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unpaid, organic results (88% of clicks)

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{ Paid vs. Organic Results

Benets of organic results
no cost more trafc (far more people click on organic

search compared to paid)

greater credibility than paid-for results longer-lasting rank and trafc (search engines

record your ranking history, helping you rank highly in the future

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{ About SEO
What is Inbound Marketing? About SEO: what it is, how to perform it What kind of content do you need? How do you create it? Using social media to promote your content Measuring it all How to implement all of this

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SEO: The Process That Puts You At The Top Organically

Search engines need the right clues in order to understand what your website is about and what types of searchers should nd it. SEO, or search engine optimization, is the process of making your site optimally visible to search crawlers...and, by extension, your target audience. There are two categories of SEO:
On-page SEO Off off-page SEO

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{ On-Page SEO
On-page SEO is optimizing your site. The visible parts include:

using a short page title with the right keywords using the right keywords in your content - page text using the same keywords in the H1, H2 and H3 tags on the page (headings)

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{ On-Page SEO
On-page SEO is optimizing your site. The invisible parts include:

Description of your site/ business Keywords Alt text on images

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{ Off-Page SEO
One of the most effective ways to get more targeted trafc from

search engines is to get more links directed to your site

Each link to your site is like a vote that tells search

engines that your site is important and credible. Its like a recommendation from a friend; links are online recommendations
Its critical, though, that the links are legitimate and from

trustworthy sites

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{ Off-Page SEO
You get links by having something worth linking to: an

article, a blog post, data, a review

You must then promote that something via Twitter,

LinkedIn, Facebook, a press release, blog

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{ Off-Page SEO
INBOUND LINKS
18,000 100 16,000

Blogging is one great way to get inbound links

companies that blog have

14,000 75 12,000 10,000 50 8,000 6,000 25 4,000 2,000 0

97% more links to their sites

blog

dont blog
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{ Off-Page SEO
25% Off-page optimization is critical
Google weights off-page

elements 3 times greater than on-page elements 75%

off-page

on-page
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{ About Content
What is Inbound Marketing? About SEO: what it is, how to perform it What kind of content do you need? How do you create it? Using social media to promote your content Measuring it all How to implement all of this

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{ What Is Content?
Information your visitors want and need to know

in order to make a purchase decision

The best content may NOT necessarily be what

you want to tell them!

i.e., since 1986...family owned...our

mission...started by two former teachers

Your content must be useful, differentiating,

valuable, interesting, convincing...

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{ What Is Content?
Go beyond descriptions of your product or service; be an expert presenting:
blogs podcasts videos data sheets white papers photos presentations ebooks news releases tips

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{ Where Do You Get Content?

Make emails into blog posts Turn forum posts into blog posts Shoot videos at events Shoot customer testimonials Repurpose company data for reports Share lessons youve learned

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{ A Blog Is Content
Two similar restaurants in same neighborhood

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{ A Blog Is Content
Blog = better SEO, more trafc

no blog 2,200 visitors/mo 8 Google-indexed pages

active blog 6,000 visitors/mo 99 Google-indexed pages

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{ A Blog Is Content
WEB VISITORS 90.0 2,500 67.5 2,000
55% more visitors for

companies that blog

1,500 45.0

1,000 22.5 500

0 blog dont blog

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{ About Social Media

What is Inbound Marketing? About SEO: what it is, how to perform it What kind of content do you need? How do you create it? Using social media to promote your content Measuring it all How to implement all of this

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{ How Do You Promote Content?

You distribute it via the right social media.
Social media is highly

measurable
Its a powerful, effective

driver of leads and sales

Its being done on a

massive scale

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{ How Do You Promote Content?

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{ Getting Started In Social Media

Good content spreads

Post/share content to your network and it gets shared to their networks...

...and so on and so on...

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{ Getting Started In Social Media

Listen...

Share your content...

Listen some more...

Start building relationships...

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{ Getting Started In Social Media

Where can you listen?
search.twitter.com google.com/blogsearch existing blogs industry twitterers forums

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{ Getting Started In Social Media

Participate!
Facebook discussions Yahoo Answers LinkedIn Q&A and discussions Forums

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{ Getting Started In Social Media

Dont just talk, dont just

distribute; do both

talk

distribute content
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{ About Measuring
What is Inbound Marketing? About SEO: what it is, how to perform it What kind of content do you need? How do you create it? Using social media to promote your content Measuring it all How to implement all of this

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{ Assess SEO

Evaluate its effectiveness regularly and implement suggested changes

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{ Track Your Blog

Track blog subscribers

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{ Track Your Sales Funnel

ask greg again

Track visitors, leads and customers

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{ Measure Conversions

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{ Measure Results

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{ Who Gets What Content? When?

Your Sales Funnel
Nurturing campaign visitor offer responds yes responds no

................

VISITORS
get educational content: Blog posts

HTML emails

Nurturing campaign lead offer responds yes

................

get deeper education and demonstrations of value

LEADS

Blog posts HTML emails

CUSTOMERS get trials, actionable offers

responds no

Nurturing campaign customer offer responds yes

................

landing page offers

responds no
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{ What Should You Measure?

SEO Content Social Media Measure conversions Measure # of visitors

VISITORS
Measure conversions

Measure # of leads

LEADS
Measure conversions

Measure # of conversions

CUSTOMERS

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{ Inbound Marketing At Work

Blog Video Downloads

Social Media
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{ About Implementation
What is Inbound Marketing? About SEO: what it is, how to perform it What kind of content do you need? How do you create it? Using social media to promote your content Measuring it all How to implement all of this

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{ How Do You Implement All This?

By taking advantage of Weidert Groups expertise...
Optimizing your site for

...and HubSpots support

Sophisticated software Technology support

search engines
Website design Content development Social media strategy and

ongoing management

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{ Contact Our Team Today!

Weidert Group can help you leverage the power of Inbound Marketing the kind of power that turns your sales funnel into a opportunity magnet, with the best prospects powerless to resist. Give us a call: 920.731.2771. Ask for Greg Linnemanstons, our president, at extension 231. Or email at gregl@weidert.com

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