choosechicago april 18 2013

We believe in helping our customers find creative ways to be unforgettably useful to their

interested prospects.

by relevance.com

Joe Melton – Director of Sales Relevance.com @Joe_Melton

Joe@Relevance.com

@drelevance | relevance.com

digital relevance for deserving brands…

Inbound Marketing (pull) Outbound Marketing (push)

Permission Marketing Interruption Marketing

Social Media

TV/Radio

Display

Trade Shows

Earned & Owned Media Bought Media (advertising)

Email Marketing

CONTENT MARKETING Earned (PR) & Owned (Conversion) Bought

Opt-in Lists

Direct Mail

ORGANIC PAID

Telemarketing

(desired media) (commercials)

Inbound Vs Outbound »

Marketing Spends Are Totally Out of Equilibrium »

Social

Referring Links

Blogs/RSS

Direct

Affiliate

Display

Retargeting

Content Ads

Inbound Marketing: ~90% of Traffic

(Only $5 Billion of investment

in 2012) Outbound Marketing:

~10% of Traffic ($40 Billion of investment in

% Web Traffic Driven By Source

COCA (Cost of Customer Acquisition)

Inbound: $135 COCA (Cost of Customer Acquisition)

Outbound: $346

» Blog Posts

» Social Media (Tweets)

» Videos

» Photos

» Webinars

» Advanced Content

» White Papers

» Guides

» eBooks

» Case Studies

» Research

» Google+ Hangouts

» Podcasts

» Interviews

» Slidedecks

CONTENT »

Inbound Marketing » From Top to Bottom

“. . .make sure that your site adds value. Provide unique and relevant content that gives users a reason to visit your site first.”

-GOOGLE’S WEBMASTER GUIDELINES

Data from the MarketingTechBlog.com

Digital Relevance

THE NEW SEO: Inbound Marketing

Inbound Marketing

Earned Media

Why is Earned Media Different?

Heather Timmerman, Digital Media Trends

relevance.com | @drelevance

Your Website

Conversions / Sales / LEADS

What is earned media?

• Definitions – Earned - to gain or get in return for one’s labor or service

– Media – communication that widely influences people

• Philosophy for Inbound Marketing – Market Like A Magnet

• Naturally attract people seeking the knowledge and solutions you possess

• Attract enough people and you build a true online community of passionate followers that will increase the power of your brand

• Must commit to creating and sharing content that is both amazing and solves problems for your community on a regular basis

– Earned Media is your Magnet attracting new customers through the following Channels: Online Media Outlets, Social Media Influences, Search Engines, Online Communities and Blogs

Are you relevant?

• Internet is fundamentally changing marketing ecosystem with inbound marketing becoming a desired core competency

• Inspired content and informed algorithms hold the keys to future success

• Targeting and personalizing content is fundamental to any online strategy

• Accurately analyzing big data is critical to maintain competitive advantages

• Integrating marketing channels to deliver concise messaging to online communities increases demand generation

• Understanding brands and storytelling combined with analytics will optimize success

• Digital Marketing is increasing, traditional advertising is declining

So, what are you worried about?

• Accountability for revenue generation as marketing paradigm continues to shift to inbound marketing

• Lack of analytical data and talent to execute on new digital marketing strategy

• Level of knowledge and expertise existing marketing teams have in all areas of digital marketing: Social, SEO, Video, Mobile, etc.

• Finding the right talent to manage inbound marketing activities

• Big Data is going to get bigger and more digestible • Marketing technology will continue to evolve and will

continue to increase in importance in tying efforts to results • Justifying long term inbound and digital marketing strategies

to executive team demanding immediate returns

What are your KPI’s and How are they Measured?

• Quantity of leads acquired last year. Average monthly leads. • Cost per lead to acquire • Value per lead • Monthly organic traffic • Purchase funnel attribution – value of a visit, inquiry, lead, conversion • Conversion % • What are all actions considered conversions – macro and micro • Average closing ratio of leads to sales • Average contract value or average sale amount • Average profit margin

Website Traffic and Conversions

Social Media Buzz Search Engine Optimization

Opt-in Email List Growth

Re-targeted Audience Acceleration

Online Community Building Brand Awareness

Benefits

Why is earned media so valuable?

• Definitions – Earned - to gain or get in return for one’s labor or service

– Media – communication that widely influences people

• Philosophy for Inbound Marketing – Market Like A Magnet

• Naturally attract people seeking the knowledge and solutions you possess

• Attract enough people and you build a true online community of passionate followers that will increase the power of your brand

• Must commit to creating and sharing content that is both amazing and solves problems for your community on a regular basis

– Earned Media is your Magnet attracting new customers through the following Channels: Online Media Outlets, Social Media Influences, Search Engines, Online Communities and Blogs

Creating the Magnet

• Contribution Strategy™

– Content Centerpiece™ • Focal point that contributes valuable information to client’s industry,

segment, vertical or product category designed to attract customers

• Results in “movement” in online behavior

• Applied to each product, strategy or vertical to insure success

• Creation and sharing of media and publishing content in order to acquire customers

– Digital Public Relations • Building awareness on the Internet and managing online reputation for

brands and businesses

• Great content does not promote itself

Homage Content Centerpiece Campaigns

Content Centerpiece™ Campaign

Phase 1: Research

Phase 2: Creative

Phase 3: Promotion

Phase 4: Conversion

Case Study Community Contribution

• 4,000,000 Unique Visitors

• 90% New Visitors

• 50% Longer Time on Site

• 96% Sales Increase

• Over 19,000 Facebook Community Members

Case Study: Community Building

Case Study: Community Contribution

RESEARCH

Develop target online personas

based on:

• Your brand’s current target

personas

• Target personas on the most

popular industry online communities

Find an online community that: • Has active members from your target persona group • Is a trusted and authoritative industry resource

RESEARCH

BLOG POST OPTIMIZATION

TITLES MAKE OR BREAK YOUR

BLOG POSTS

@SlingshotSEO | www.SlingshotSEO.com

BLOG POST OPTIMIZATION for TITLES Best Practices

1. Write your title before you write your post

2. Don’t include company name in the title

3. Keep titles below 151 characters in length

4. Show value, show value, show value – What’s in it for the reader?

5. Solve a problem

6. Think of titles as tweets

THE ART OF TITLES

BLOG POST OPTIMIZATION for TITLES 10 Types of Titles

1. News Jacking

2. Popular Culture

3. Humor, Absurdity

4. Bold, Declaration, Controversy

5. Ego Stroke

6. Breaking News

7. How-To

8. Top “X” List

9. [Bracket] Title

10. Thought Leadership

BLOG POST OPTIMIZATION for TITLES News Jacking

“The Dems to the GOP: Saving Big Bird One Tweet at a Time”

BLOG POST OPTIMIZATION for TITLES Popular Culture

BLOG POST OPTIMIZATION for TITLES Humor, Absurdity

BLOG POST OPTIMIZATION for TITLES Bold, Declaration, Controversy

BLOG POST OPTIMIZATION for TITLES Ego Stroke

BLOG POST OPTIMIZATION for TITLES Breaking News

“Google Algorithm Update Just Announced – The EMD”

BLOG POST OPTIMIZATION for TITLES How-To

BLOG POST OPTIMIZATION for TITLES Top “X” List

BLOG POST OPTIMIZATION for TITLES Thought Leadership

BLOG POST OPTIMIZATION for TITLES [Bracket] Title

Title Writing Formulas From CopyBlogger

BLOG POST OPTIMIZATION for TITLES Title Writing Formulas

1. Who Else Wants [blank]?

Who Else Wants the SEO Secret Weapon?

2. The Secret of [blank]

The Secret of Killer Inbound Marketing

3. Here is a Method That is Helping [blank] to [blank]

Here is a Method That is Helping Bloggers Write Better Post Titles

4. Little Known Ways to [blank]

Little Known Ways to Hack Google’s Algorithm

5. Get Rid of [problem] Once and For All

Get Rid of Your Non-Converting Website Once and For All

6. Here’s a Quick Way to [solve a problem]

Here’s a Quick Way to Make Your Inbound Marketing Clients Happy

7. Now You Can Have [something desirable] [great circumstance]

Now You Can Have Fun Blogging and Drive Even More Conversions

8. [Do something] like [world-class example]

Build Your Personal Brand Like Rand Fishkin

9. Have a [or] Build a [blank] You Can Be Proud Of

Have an Inbound Marketing Campaign You Can Be Proud Of

10. What Everybody Ought to Know About [blank]

What Everybody Ought to Know About PPC

www.Relevance.com www.Slingshotseo.com www.SEMRush.com www.Adwords.google.com www.SEOMoz.org www.Mixrank.com www.SocialCrawlitics.com www.MajesticSEO.com

Tools & Resources

Joe Melton Director of Sales

@Joe_Melton

by relevance.com

choosechicago april 18 2013

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