inbound marketing: get started & generate quick wins
TRANSCRIPT
Inbound Marketing !Get Started & Generate Quick Wins
Presented by Bob Ruffolo!Founder & CEO, IMPACT Branding & Design LLC
Impactbnd.com!
Bob Ruffolo!Founder & CEO
• IMPACT is Platinum HubSpot Agency, recognized as one of the top inbound marketing agencies in the country.
• Started the agency out of a spare bedroom in 2009, now has a team of 35 employees.
Impactbnd.com!
WEBSITE?!
BLOG?!Blogged in the last 30 days?
EMAIL MARKETING?!Using an email marketing platform?
Before we get started.
SOCIAL MEDIA? (for business)!Posted on social media in last 7 days?
GENERATING INBOUND LEADS?!
GOOGLE ANALYTICS?!Reviewing results at least once a month?
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Know 2 Things!
Understand your Customers and
your Target Prospects
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Understand your Customers and your Target Prospects!• What are they researching online
when looking for services like yours? • How are they using search to do this
research? (i.e. What are their search terms?)
• Where they get their information? (i.e. trusted resources)
• What social media accounts do they follow?
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Know 2 Things!
Understand your Customers and
your Target Prospects
Content is the Key to Having
Success Online
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CONTENT
Content is the Key to Having Success Online • “The average buyer consumes more than
10 pieces of content before making a purchase decision.” Google’s Zero Moment of Truth. /
• “If your content is not part of that mix, odds are you will be left out of that process.”
• “Content marketing may in fact be one of the best tools for customer acquisition.”
• The more content you have available online, the more opportunities you have to be found.
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To Start Generating Some Quick Wins With Your Online Marketing
15 Ways!
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1! Start a Blog!
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Start a Blog!
• Very simple platform for publishing articles online • Technical setup is easy • Articles can be short (300 words) • Share stories (rickroberge.com) • Article titles matter (search vs. social) • Share. Tell your connections about your articles • Impactbnd.com/blog
• Hire a freelance writer if needed
1!
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Start a Blog!1!
Is Doug Smithin the room?!
Pro: !Awesome blog title!
Con: !Only one article?
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Start a Blog!1!
• Break up the content • Include internal links • Include social media
share buttons • Optimize the title to be
either for search friendly or more attractive for social media.
• “Should I Abandon Bonds? The Answer is…”
Is Brenda Wenningin the room?!
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2! Repurpose YourAvailable Content!
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• Time: The biggest excuse for not creating content. • You probably already have content you can repurpose: • Long emails written to clients • Content that was created by business affiliates available for use • Past PowerPoint presentations • Tools or calculators you’ve developed (Excel spreadsheets) • Recorded speaking engagements • Text used in proposals or agreements that can be generalized • Facts, statistics, and quotes that you’ve come across • Checklists or guides you’ve developed
2! Repurpose Your Available Content
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2! Repurpose Your Available Content
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2! Repurpose Your Available Content
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3! Create a !Consultation !Page with Value!
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Create a Consultation Page with Value!
• One page that describes: • Who you are • What you do • How an interested prospect gets started • What value you provide in your first interaction • Why there is no risk in a conversation
• Include a form so visitors can convert.
3!
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Create a Consultation Page with Value!3!
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4! Increase !Conversion Points !on Your Website!
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Increase Conversion Points on Your Website
• Mix in links to your consultation page. • “When I talk to first time investors, one of the first things I tell them…”
• At the end of an article, bridge the content that they just read to the consultation you want to give them. • “If you’re struggling with [insert here], you are not alone. I speak with
dozens of people like you a week and don’t fear, it can be overcome. I’ve helped my clients do this by [insert here]. If this is something you’re struggling with, talk to me, I’m here to help.”
4!
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Increase Conversion Points on Your Website 4!
• Tie the article content into how you could help them. • Include a profile picture to make it more personal. • Direct them to a landing page, such as a consultation page.
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Increase Conversion Points on Your Website 4!Use graphical CTA’s for more emphasis where appropriate. !
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5! Gate Your !Best Content!
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Gate Your Best Content
• Gate webinars, ebooks, data, reports, checklists, etc. • Two huge benefits of gating your content: • Capture leads earlier in their buying process • Build your contact database
• Use landing pages to gate content
5!
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Gate Your Best Content 5!
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Gate Your Best Content 5!
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6!Improve Your Homepage Message: Start With The “Why”!
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Start with the “Why”!• Deliver a clear message to your audience. • Start with “why” you do what you do, not “what you do”: • Your purpose • Your cause or your belief • Why does your company exist? • Why do you get out of bed every morning? • Why should anyone care about you?
• “We impact lives, both professionally and personally, by helping people grow their businesses with inbound marketing.” !
6!
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Start with the “Why”!6!
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Start with the “Why”!6!
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Start with the “Why”!6!
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Start with the “Why”!6!
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7! Improve Your Basic SEO!
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Improve Your Basic SEO!
• In the most basic terms, if you want to rank for a particular search term (keyword), you need to optimize your website for it.
• You do this by implementing SEO best practices. • Title tags, especially on the homepage and important subpages. • URLs • Header tags (H1 tags) • Meta descriptions
• Doing the basics of SEO doesn’t require an expert.
7!
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Improve Your Basic SEO!7!
• Suggestion: Change title tag to “Investment Management in Greenville SC | Parallel Financial.”
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Improve Your Basic SEO!7!
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Improve Your Basic SEO!7!
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Improve Your Basic SEO!7!
Suggestion: Including a 165 character description of the page that you’re on that includes the keyword you want to rank for.
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Improve Your Basic SEO!7!
Change header to “Retirement Planning Services”
Suggestions: !
Change URL to www.denkinvest.com/retirement-planning-services
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8! Re-Engage Past Sales Opportunities!
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Re-Engage Past Sales Opportunities
Quickest ways to generate quick results Why re-engage old leads?!• Chose an alternative service provider / may not be happy. • Never chose a service provider • Weren’t educated enough to make a purchasing decision • Didn’t trust you then, needed to know more about you. • You have new service offerings
8!
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Re-Engage Past Sales Opportunities
Are you using a CRM to manage leads?
8!
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9!Implement Helpful Email Marketing for your Customers!
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Implement Helpful Email Marketing for your Customers 9!Every email should be helpful and should excite the recipient, not confuse them on why they're receiving these messages from you. • Share helpful content such as your blog articles • Understand CAN-SPAM Compliance • Make sure your mailing lists are very targeted • Keep your mailing lists small and send infrequently • Closely monitor the results • Know who is opening and clicking on the emails • Understand the content topics that your audience is enjoying • Ask for feedback • Remove people from the list who don’t open your emails
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Implement Helpful Email Marketing for your Customers 9!
Use an email marketing service provider:
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10! Create Guest Articles!
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Create Guest Articles!
Tips for guest blogging:!• Use your network to help make introductions. • Follow their editorial guidelines if available. Bigger outlets will
most certainly have guidelines that will be strictly enforced. • Make your author bio strong. • Create attractive / remarkable titles. • Don’t forget calls to action.
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Create Guest Articles!10!
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11! Create a Helpful YouTube Video!
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Create a Helpful YouTube Video!11!
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12!Create a Free Educational Webinar!
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Create a Free Educational Webinar!12!
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Create a Free Educational Webinar!12!
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13!Implement Twitter as a Marketing Channel!
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Implement Twitter as a Marketing Channel!Twitter is a great way to amplify your marketing message. Benefits of Twitter: !• Meet potential customers and leads.* • Track what people are saying about your industry. • Share and promote content you‘ve created, including
articles, webinars, videos, etc. • Develop direct relationships with bloggers and journalists
who can expand your reach.
13!
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Implement Twitter as a Marketing Channel!13!
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14! Set Goals!
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Set Goals!
In a perfect world, what do want to achieve? !• A certain number of new customers? • A dollar value for new annual or monthly revenue? • A particular number of leads?
Make sure your goal is S.M.A.R.T.!
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Set Goals!14!
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15! Measure Goals!
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Measure Goals !
Make sure you are tracking your progress!
15!
Google Analytics is a free service offered by Google that generates detailed statistics about a website's traffic and traffic sources and measures conversions and sales.
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Before getting started…!
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• Start with the content creation types that are easiest for you. • Pick a few things and do them well. • Spend some time planning, but make sure you start doing. • Hire help if you need it.
Before getting started…!
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More advanced?!
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• Ramp up your blogging / content creation • Implement automated emails (auto-responders & lead nurturing) • Collaborate with complementary firms • Consider implementing a marketing software to simplify these
activities.
More advanced?!
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Bob Ruffolo!IMPACT Branding & Design LLC Founder & CEO
(203) 265-4377 [email protected]
Linkedin.com/in/bobruffolo