skoda minotti speaker series - inbound marketing
DESCRIPTION
Download this informative presentation by Jonathan Ebenstein, Partner-in-Charge of Skoda Minotti's Marketing Group, that will show you how to apply strategic Inbound Marketing tactics such as website design, search engine optimization (SEO), paid search, email marketing, mobile and social media to help generate the sales opportunities your company requires to compete and increase market share.TRANSCRIPT
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Skoda Minotti Speaker Series Inbound Marketing
November 8, 2013
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How It Got Started• It seemed like a good idea…• Day 1: Set up as agency • Built out the Internal Marketing Dept. 2006 - 2009
• Launched Marketing Services Group in February 2009• Sought out and added talented people
• Great added value service
• Clients started to inquire
MARKETING SERVICES OVERVIEW
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What is Inbound Marketing?• Creating content that your customers &
prospects will seek out rather than pushing your message onto them
• Creating marketing content that your target audience highly values
• Making yourself and your content easy to find• Works harder and longer than traditional
outbound marketing tactics
3INBOUNDMARKETING
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• Search Engine Optimization• Blogging• Social Media• Email Marketing• Calls-to-Action & Landing Pages• Analytics Measurement• Lead Tracking• Creating An Inbound Campaign
AGENDA
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PAID VS. ORGANIC
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Does Anyone Click On Paid Ads?• Depends on the search• People trying to buy products or services favor PPC• Questions and informational searches favor organic
PAID VS. ORGANIC
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SEO - GOOGLEKEYWORD PLANNER
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SEOPAGE TITLES
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SEOPAGE TITLES
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SEOHEADLINES
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12SEOHEADLINES
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META DESCRIPTIONSSEO
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META DESCRIPTIONSSEO
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SEO LINKS
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Find New Link Partners• Partners/vendors• Trade associations• Community organizations• Local Chambers of Commerce• Better Business Bureau• College/Universities (recruiting)
LINK BUILDINGSEO
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Blogging
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BLOGGING
2009 Search Hits: 1,115Blogs Posted: 131
2010 Search Hits: 5,866Blogs Posted:174
2011 Search Hits: 12,712Blogs Posted: 200
2012Search Hits: 20,416Blogs Posted: 274
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Blog Platform
WordPress
Blog.com
Blogger
BLOGGING
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Social Media
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SOCIAL MEDIAHow it Can be Leveraged• Brand awareness / building• Promote corporate news and events• Information exchange / share tips / best practices• Build subject matter experts• Drive web traffic, specifically to thought leadership entries• Listen and monitor relevant market conversation• Exclusive offers / promotions• Real-world research / customer feedback• Stay connected with customers and prospects• Recruiting / HR• Connect, network and set up meetings
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SOCIAL MEDIA
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Email Marketing
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MARKETINGEMAIL
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MARKETINGEMAIL
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MARKETINGEMAIL
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MARKETINGEMAIL
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EMAIL SERVICE PROVIDERSFind your ESP:www.marketingsherpa.com/page/espinator
MailChimp
ExactTarget
Constant Contact
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Calls-to-Action/Landing Pages Sign Up
Order Now
Download
Get Started
Read Now
Free Trial
CALL-TO-ACTION
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• Capitalize on traffic you are driving with calls-to-action (CTAs) and landing pages
• CTAs drive traffic to landing pages• Landing pages convert traffic into leads
LANDING PAGESCALLS-TO-ACTION /
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LANDING PAGESCALLS-TO-ACTION /
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LANDING PAGESCALLS-TO-ACTION /
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LANDING PAGESCALLS-TO-ACTION /
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CASE STUDY
Prior to Redesign
Post Redesign
Conversion Rate (All Visitors) 2.50%
Conversion Rate (AdWords) 2.42%
Cost/Conversion (AdWords) $88.44
Importance of Calls-to-Action and Landing PagesProper use of landing pages and calls-to-action can have a significant impact on the effectiveness (and cost) of your marketing efforts. Consider the Disk Copy example before and after the CTA and landing page redesign.
6.80%
7.04%
$33.66
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Analytics/Measurement
Web Analytics
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ANALYTICSGOOGLE
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ANALYTICSGOOGLE
Organic Search Traffic
Paid Search Traffic
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REFERRING SITESANALYTICS
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TOP CONTENTANALYTICS
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Lead Tracking
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LANDING PAGELEAD TRACKING
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company.com
LEAD DETAILSLEAD TRACKING
company.com
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HISTORYLEAD TRACKING
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Name Pages Seen Visitors Leads Visiting From
PROSPECTSLEAD TRACKING
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Match Your Offer To Your Prospect• Top of the Funnel
E-book, FAQs, How to Guide
• Middle of the Funnel Seminar, Webinar, Free Trial
• Bottom of the Funnel One-on-One Consultation
AN OFFERCREATE
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Define Your Offer• “Free Trial” • Website Report Card
AN OFFERCREATE
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A CONVERSION PATHCREATE
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YOUR OFFERPROMOTE
Promote Your Offer• Add to webpage / blog• Share via social media• Include in regular e-communications• Public relations• Eblast• Etc.
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Follow Up• Deliver offer• Implement a process for follow-up
Create a team Assign leads Assign leader to oversee that follow-up
was completed
FOLLOW-UP
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Request a free website report card:www.skodaminottimarketing.com
CONTACT US
Jonathan EbensteinPartner - Strategic Marketing Services
Phone: (440) 449-6800 x7231Email: [email protected] Website: www.skodaminottimarketing.com
Cleveland | Akron | Tampa