Inbound  Marke-ng  A  presenta*on  for  Brisbane  Web  Design  on  

Thursday  16th  October  2012  

What  is  Inbound  Marke-ng?  How  is  it  relevant  for  web  designers  and  

developers,  businesses  &  you?  

PART  ONE  

Inbound  Marke-ng  •  AEract  Traffic  •  Convert  Visitors  to  LEADS  •  Convert  LEADS  into  SALES  •  Increase  Customer  Margins  

•  Analyse  for  Con*nuous  improvement.  

Source:  hEp://en.wikipedia.org/wiki/Inbound_marke*ng    

Inbound  Marke-ng  •  AEract  Traffic  •  Convert  Visitors  to  LEADS  •  Convert  LEADS  into  SALES  •  Increase  Customer  Margins  

•  Analyse  for  Con*nuous  improvement.  

Source:  hEp://en.wikipedia.org/wiki/Inbound_marke*ng    

Web  Design  

Inbound  Marke-ng  •  AEract  Traffic  •  Convert  Visitors  to  LEADS  •  Convert  LEADS  into  SALES  •  Turn  Customers  into  higher  margin  Customers  

•  Analyse  for  Con*nuous  improvement.  

Source:  hEp://en.wikipedia.org/wiki/Inbound_marke*ng    

SEO,  Social,  Real  World  

Inbound  Marke-ng  •  AEract  Traffic  •  Convert  Visitors  to  LEADS  •  Convert  LEADS  into  SALES  •  Turn  Customers  into  higher  margin  Customers  

•  Analyse  for  Con*nuous  improvement.  

Source:  hEp://en.wikipedia.org/wiki/Inbound_marke*ng    

CRO  

•  AEract  Traffic  •  Convert  Visitors  to  LEADS  •  Convert  LEADS  into  SALES  •  Increase  Customer  Margins  

•  Analyse  for  Con*nuous  improvement.  

Source:  hEp://en.wikipedia.org/wiki/Inbound_marke*ng    

Inbound  Marke-ng  SEO,  Social,  Real  World  

Web  Design  

CRO  

Inbound  Marke-ng  …  is  Mul*-­‐disciplinary  

– Too  many  special*es  for  one  person  

– Many  things  move  at  once,  need  coordina*on  – Social  interac*on  means  care  and  aEen*on  =  *me  

…  Agile    – the  whole  process  must  be  flexible  

Planning  &  Doing    What  are  you  doing?    

PART  TWO  

hEp://www.youtube.com/v/LkCNJRfSZBU  

What  does  L-­‐E-­‐E-­‐ROY  teach  us?  

hEp://www.youtube.com/v/LkCNJRfSZBU  

Work  toward  goals  Goals  help  you  define  a  strategy.  

Work  toward  goals  Goals  help  you  define  a  strategy.  

Goal  =  Des*na*on  

Strategy  =  Route/Map  

Tac*cs  =  Car,  Bike,  Walk  

Strategy  Vs  Tac-cs  Q.  Do  you  think  Strategically?  

A.    Huh?    Don’t  want  to  

 Yes,  but  not  enough    Yes,  when  I’m  planning  

 All  the  9me  

Strategy  Vs  Tac-cs  Excuses?  

Strategy  Vs  Tac-cs  If  you  planned  properly,  do  you  think  it’d  save  *me?  

Strategy  Vs  Tac-cs  -­‐  Example  Knowing  your  audience  is  strategic.  

Choose  your  audience  –  more  strategic  

Do  you  know  who  you  are  talking  to?  

Hello  #bneweb  

Using  Web  Design  to  get  ahead  Lots  of  take  away  *ps  

PART  THREE  

•  AEract  Traffic  •  Convert  Visitors  to  LEADS  •  Convert  LEADS  into  SALES  •  Increase  Customer  Margins  

•  Analyse  for  Con*nuous  improvement.  

Source:  hEp://en.wikipedia.org/wiki/Inbound_marke*ng    

Inbound  Marke-ng  SEO,  Social,  Real  World  

Web  Design  

CRO  

What  can  web  designers  do?  

Carolyn  King’s  presenta*on  –  #bneweb  Oct  2011  

Available  on    Slideshare    hEp://goo.gl/LVQdR    

SEO:  What  can  web  designers  do?  1. Websites.  Include  a  blog  &  social  integra*on.  

Easy  to  update,  share  and  enjoy!  

SEO:  What  can  web  designers  do?  2.  Speed,  use  Google  Page  Speed  

– Use  sprites,  minify  CSS  and  JavaScript  

– Server:  use  keep-­‐alive,  caching  +  more  

SEO:  What  can  web  designers  do?  3.  Website  Structure,  don’t  change  URLs  

/  

/contact.html  

/widgets.html  

Link  in  from    another  website  

SEO:  What  can  web  designers  do?  3.  Website  Structure,  don’t  change  URLs  

/  

/contact.html  

/widgets.html  

/  

/contact.html  

/widgets.html  

/widgets-­‐brisbane  

/contact.html  

?  ?  

?  ?  

SEO:  What  can  web  designers  do?  3.  Website  Structure,  don’t  change  URLs  

/  

/contact.html  

/widgets.html  

/  

/contact.html  

/widgets.html  

/widgets-­‐brisbane  

/contact.html  

301  redirect    –  S*ll  not  ideal  

Social  Media  –  Do  this…  Add  the  markup  to  make  social  shares  great!  •  Facebook  og:image  

hEp://developers.facebook.com/docs/opengraph/    •  TwiEer  Cards  

hEps://dev.twiEer.com/docs/cards    •  Google+  

hEps://developers.google.com/+/    

Social  Media  –  Do  this…  HTML  code  for  <head>  </head>  

<meta  name="twiEer:card"  content="summary">  <meta  name="twiEer:site"  content="@maVersolu-ons">  <meta  name='twiEer:image'  content='<?php  echo  $image;?>'>  

<meta  property='og:locale'  content='en_au'/>  <meta  property='og:*tle'  content='<?php  wp_-tle('');  ?>'/>  <meta  property='og:url'  content=’<?php  echo  $url;  ?>'/>  <meta  property='og:site_name'  content='MaVer  Solu-ons'/>  <meta  property='og:type'  content='ar-cle'/>  <meta  property='og:image'  content='<?php  echo  $image;  ?>'/>  <meta  property='og:image'  content='<?php  echo  $image2;  ?>'/>  

<link  href="hVps://plus.google.com/XXXXXXXXXXX"  rel="publisher"  />  

NB.  This  example  is  based  on  WordPress  and  some  custom  code  to  define  $image  

Can  have  more  than  one  

Social  Media  –  Do  this…  

You’re  set-­‐up  like  a  pro,  now  what?  Get  busy.  Publish,  promote,  share  and  enjoy  

PART  FOUR  

Publishing?  Should  you  be…  LinkedIn-­‐ing…?!?  

Blogging?  Facebooking?  

Twee*ng?  

Vlogging?  Analysing  data?  

Remarke*ng?  

Link  building  

AdWords  

Another  way  to  think  about  it…    

•   A  publisher  of  your  ideas  •  Your  business  is  (or  should  be)  genera*ng  content  

You  are  a  publisher.  

CONTENT MARKETING! (aka anything you produce to earn awareness, likability & trust)

Tweets Blogs

Infographics

Comics

Video

Products

Services

Physical Space

Print Material

Press

Plugins Data

APIs

Tools Platforms

Photos

UI Elements

Comments

Slide Decks

Animations

Food

Events UGC

PDFs

Ads

Source:  Rand  Fishkin,  SEOmoz.org  

Answer  these  ques-ons…  Rand  Fishkin  

“Great  answers  to  these  ques9ons  yield  a  great  content  marke9ng  strategy”  

What  Experiences  will  earn  an  impact?  

Trust?  

Likeability?  

Engagement?  

Metrics?  

Goal:

Who:

Influencers:

Where:

Experience:

ROI Comparison:

Build awareness of core services. Acquire new business clients, $1-5M

Brisbane & Gold Coast small and medium businesses (SMEs). Owner/operator/Family business

Search Engines, Social Media

Brisbane journalists, networking contacts, their friends & family

Positive, Work-Life, Family-friendly, Uncontroversial

Yellow Pages or Print advertising ROI $XX per lead, converting at 30%

Content  Marke-ng  (for  a  Brisbane  Accoun*ng  Firm)  

hEp://www.slideshare.net/randfish/rand-­‐mozconcontentstrategy2    

Inbound  Marke-ng  

Website  Design/Development  +  conversion  op*misa*on  

Content  Marke-ng  

Search  Engine  Op-misa-on  

Social  Media  

Online  Adver-sing  

Analy*cs  

Thank  you,  ques-ons?  

Ben  Maden    Mobile  0400  789  949  

Office  07  3117  2300  

ben@maEersolu*ons.com.au  

The  slides  +  more…  hVp://goo.gl/b3hbs