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Inbound marketing

Inbound marketing

Inbound marketing

firstfriday

March 01, 2012
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  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

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  2. Helping sole traders and small business owners to attract more customers through online marketing
    ©Counterpoint Matters Ltd 2009

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  3. Helping sole traders and small business owners to attract more customers through online marketing
    ©Counterpoint Matters Ltd 2009
    What is Inbound Marketing?

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  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

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  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

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  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

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  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

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  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

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  9. Helping sole traders and small business owners to attract more customers through online marketing
    ©Counterpoint Matters Ltd 2009
    1. Keywords

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  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

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  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)

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  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’

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  13. Helping sole traders and small business owners to attract more customers through online marketing
    ©Counterpoint Matters Ltd 2009
    2. Blogging

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  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

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  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

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  16. Helping sole traders and small business owners to attract more customers through online marketing
    ©Counterpoint Matters Ltd 2009
    3. On Page SEO

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  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

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  18. Helping sole traders and small business owners to attract more customers through online marketing
    ©Counterpoint Matters Ltd 2009
    4. Off Page SEO

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  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

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  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

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  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

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  22. Helping sole traders and small business owners to attract more customers through online marketing
    ©Counterpoint Matters Ltd 2009
    5. Social Media

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  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

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  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

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  25. Helping sole traders and small business owners to attract more customers through online marketing
    ©Counterpoint Matters Ltd 2009
    5. List Building & Email Marketing

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  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

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  27. Helping sole traders and small business owners to attract more customers through online marketing
    ©Counterpoint Matters Ltd 2009
    6. Video

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  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

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  29. Helping sole traders and small business owners to attract more customers through online marketing
    ©Counterpoint Matters Ltd 2009
    7. Measure Your Success

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  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

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  31. Helping sole traders and small business owners to attract more customers through online marketing
    ©Counterpoint Matters Ltd 2009
    How can I help you?

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  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

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