Inbound marketing

Inbound marketing

Transcript

1. Helping sole traders and small business owners to attract more customers through online marketing ©Counterpoint Matters Ltd 2009 7 Steps to Great Inbound Marketing Jo Dodds www.jododds.com www.counterpointmatters.com
2. Helping sole traders and small business owners to attract more customers through online marketing ©Counterpoint Matters Ltd 2009
3. Helping sole traders and small business owners to attract more customers through online marketing ©Counterpoint Matters Ltd 2009 What is Inbound Marketing?
4. Helping sole traders and small business owners to attract more customers through online marketing ©Counterpoint Matters Ltd 2009 Basic Premise of Inbound Marketing Create an offer Attract traffic Convert into customers Ethical Bribe Call to Action Sales Develop a Relationship Affiliate Online Offline Social Media Organic Search PPC Useful content News Promote Expertise
5. Helping sole traders and small business owners to attract more customers through online marketing ©Counterpoint Matters Ltd 2009 Inbound Marketing is More Effective Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
6. Helping sole traders and small business owners to attract more customers through online marketing ©Counterpoint Matters Ltd 2009 Best Marketing Projects from 2009 Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
7. Helping sole traders and small business owners to attract more customers through online marketing ©Counterpoint Matters Ltd 2009 Worst Marketing Projects from 2009 Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
8. Helping sole traders and small business owners to attract more customers through online marketing ©Counterpoint Matters Ltd 2009 7 Steps to Great Inbound Marketing 1. Keywords 2. Blogging 3. On Page SEO 4. Off Page SEO 5. List Building & Email Marketing 6. Video 7. Measure your success
9. Helping sole traders and small business owners to attract more customers through online marketing ©Counterpoint Matters Ltd 2009 1. Keywords
10. Helping sole traders and small business owners to attract more customers through online marketing ©Counterpoint Matters Ltd 2009 Optimise for the right keywords • Brainstorm • Words that truly reflect the benefits of the products/services that you offer • What are your customers looking for? • Google Keyword Search • Keep your keyword list handy for when you are creating content
11. Helping sole traders and small business owners to attract more customers through online marketing ©Counterpoint Matters Ltd 2009 Example keywords • “Canterbury Electrician” 140 • “Canterbury Hairdresser” 880 • “Kent Double Glazing” 1000 • “web design Kent” 4,400 • “local online marketing” 4,400 (global)
12. Helping sole traders and small business owners to attract more customers through online marketing ©Counterpoint Matters Ltd 2009 Local keywords • Need local keywords for local search • Local Page • Local articles / blog posts • Get local links • Become a local ‘portal’
13. Helping sole traders and small business owners to attract more customers through online marketing ©Counterpoint Matters Ltd 2009 2. Blogging
14. Helping sole traders and small business owners to attract more customers through online marketing ©Counterpoint Matters Ltd 2009 Blogging Attracts More Visitors Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
15. Helping sole traders and small business owners to attract more customers through online marketing ©Counterpoint Matters Ltd 2009 Blog relevant content • Content is King • Fresh & relevant • Use your keywords • Juicy information on your Home Page • ‘Your story’; How Tos; Top 10 Ways to… • Call to action
16. Helping sole traders and small business owners to attract more customers through online marketing ©Counterpoint Matters Ltd 2009 3. On Page SEO
17. Helping sole traders and small business owners to attract more customers through online marketing ©Counterpoint Matters Ltd 2009 On Page SEO • Keywords • Title Tags • Meta Description • Header Tags • Image Alt Text • Pretty urls • Internal links • Sitemap (user & XML) • Anchor Text • Landing Pages • www. 301 Redirect • Google Website Optimiser • W3C Validator • Websitegrader.com
18. Helping sole traders and small business owners to attract more customers through online marketing ©Counterpoint Matters Ltd 2009 4. Off Page SEO
19. Helping sole traders and small business owners to attract more customers through online marketing ©Counterpoint Matters Ltd 2009 Off Page SEO • Inbound Links • Directory submissions • Google Maps • Syndicating content • Article marketing • Online press releases • Social Media – Social Networking – Social Bookmarking – Forums – Photo Sharing – Document Sharing • Pay Per Click
20. Helping sole traders and small business owners to attract more customers through online marketing ©Counterpoint Matters Ltd 2009 Get links • From well indexed sites • Chamber of Commerce; FSB; Business Link • Yell.com • Local directories, e.g. www.dealkent.co.uk; www.kentbusinessdirectory.co.uk; www.counterpointnetworking.co.uk • Free directories, e.g. www.bizwiki.co.uk
21. Helping sole traders and small business owners to attract more customers through online marketing ©Counterpoint Matters Ltd 2009 Have an entry on Google Maps • Google Maps • Images • Video • Reviews • Coupons
22. Helping sole traders and small business owners to attract more customers through online marketing ©Counterpoint Matters Ltd 2009 5. Social Media
23. Helping sole traders and small business owners to attract more customers through online marketing ©Counterpoint Matters Ltd 2009 4 Places to Be & Why • Twitter • Facebook • LinkedIn • YouTube • Inbound Links • Syndicating content • Online social networking
24. Helping sole traders and small business owners to attract more customers through online marketing ©Counterpoint Matters Ltd 2009 Social Media is for B2B and B2C Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
25. Helping sole traders and small business owners to attract more customers through online marketing ©Counterpoint Matters Ltd 2009 5. List Building & Email Marketing
26. Helping sole traders and small business owners to attract more customers through online marketing ©Counterpoint Matters Ltd 2009 List Building & Email Marketing • Ethical Bribe • Newsletters • Autoresponders • Broadcasts • Aweber / MailChimp / Constant Contact • Call to Action
27. Helping sole traders and small business owners to attract more customers through online marketing ©Counterpoint Matters Ltd 2009 6. Video
28. Helping sole traders and small business owners to attract more customers through online marketing ©Counterpoint Matters Ltd 2009 Video • YouTube Channel • Social Media • Know, like & trust • Flip / Kodak Zi10 / Smartphones • Call to Action
29. Helping sole traders and small business owners to attract more customers through online marketing ©Counterpoint Matters Ltd 2009 7. Measure Your Success
30. Helping sole traders and small business owners to attract more customers through online marketing ©Counterpoint Matters Ltd 2009 Measure your Progress • Google Analytics – Unique visitors – Traffic generated from… – Keywords • www.websitegrader.com – Free seo tool that measure the effectiveness of a website in relation to inbound marketing
31. Helping sole traders and small business owners to attract more customers through online marketing ©Counterpoint Matters Ltd 2009 How can I help you?
32. Helping sole traders and small business owners to attract more customers through online marketing ©Counterpoint Matters Ltd 2009 Free Online Audit worth £197 www.jododds.com/freeonlineaudit