harnessing inbound markting to boost your sales
TRANSCRIPT
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HARNESSING INBOUND MARKETING TO BOOST YOUR SALES ED GOULD CREATIVE DIRECTOR
www.carswellgould.co.uk
award winning / creative / web / PR / social / integrated strategy
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MARKETING IN THE DIGITAL
WORLD
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OF DIRECT MAIL IS NEVER OPENED
44%
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OF EMAIL USERS HAVE UNSUBSCRIBED FROM A COMPANY
THEY PREVIOUSLY OPTED INTO
91%
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OF ONLINE EXPERIENCES BEGIN WITH A SEARCH ENGINE
93%
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OF ALL BUYING DECISIONS BEGIN ONLINE
80%
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WHAT IS INBOUND OR
CONTENT MARKETING?
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INBOUND MARKETING IS CREATING CONTENT ABOUT YOUR PRODUCT
OR SERVICES THAT YOUR CUSTOMERS WILL LOVE, AND
MAKING IT REALLY EASY TO FIND AND ENGAGE WITH.
SAID SIMPLY
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• Content creation • Cyclical marketing • Personalisation • Multi-channel • Integration • Focus on being found
KEY ELEMENTS INBOUND MARKETING
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award winning / creative / web / PR / social / integrated strategy
• SEO & PPC • Opt in email lists • Authoring books/print media • Supporting/sponsoring events • Press and public relations • Thought leadership • Community building • Influencer outreach
• Blogging • Public speaking • Earned social media • Word of mouth & viral marketing • Content creation & marketing • Organic app store visibility • Video content • Interactive content/games
COMMON TACTICS INBOUND MARKETING
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IN PRACTICE
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LEAD TO CUSTOMER CONVERSION RATE
INCREASE IN DIRECT TRAFFIC AFTER A YEAR
114%
+ MONTHLY DIRECT TRAFFIC
MAXSEA INTERNATIONAL CASE STUDY
9.2% 43%
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18 MILLION PEOPLE REACHED
REACHED A NICHE MARKET
SOCIAL/VIRAL REACH OF OVER 2 MILLION
GORE-TEX ARCTIC CHALLENGE CASE STUDY
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GORETEX ARCTIC CHALLENGE
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CG CHANGED THE PUBLIC OPINION OF RIBS TO SHOW THAT ANYONE CAN HEAD
OUT ON THE OPEN SEAS
Multi Platform activity CASE STUDY
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GORETEX ARCTIC CHALLENGE
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• Simple picture focused content strategy
• Questions from the community are replied to in a timely fashion with clear indication of next action
• Has created its own community online and people regularly share their photos on the page
• Tells people stories and builds trust
• Photo competition launched in the Daily Echo
ABP SOUTHAMPTON CASE STUDY
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GUY COTTEN CASE STUDY
SORTIE EN MER
8 + MILLION ‘DROWNED’ ON THE COMPNAY WEBSITE
5 MILLION + VIDEO VIEWS
LOADS OF CONTENT AND BACKLINKS
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award winning / creative / web / PR / social / integrated strategy
GUY COTTEN
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award winning / creative / web / PR / social / integrated strategy
GUY COTTEN
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Reach more customers
Your customers are more likely to search online as you are niche
You are experts in your field so can create the content yourselves or with help
Many of you have highly visual and engaging products and services
Target your marketing effort
A WINNING COMBINATION INBOUND MARKETING
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HOW DO I GET GOING?
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award winning / creative / web / PR / social / integrated strategy
• Work out WHAT YOUR AIM IS • Create a blog and update it with content that is user centric • Create simple video content with you as the expert • Actively participate in conversations within the industry • Share live updates on marine industry, news, launches and opinions • Profile your target group then understand its behaviour online • Undertake competitor analysis • Create a simple strategy with activity every month • Use Google calendar to plan your activity
SOME SIMPLE STEPS INBOUND MARKETING
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award winning / creative / web / PR / social / integrated strategy
www.carswellgould.co.uk/content
Further reading
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award winning / creative / web / PR / social / integrated strategy
Ed Gould Creative Director
@marcommcreative
QUESTIONS?