Post on 09-May-2015
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The Three-Legged Stool: Content Marketing, SEO, and Inbound Marketing
John Foley, Jr. interlinkONE & Grow Socially
Grow Socially:
• Marketing from start to finish.
• Websites, strategic planning, online marketing & mobile.
interlinkONE:
• Enterprise Marketing Management Software (Saa S).
• Warehouse, order management, sales, CRM, & fulfillment.
John Foley, Jr.
The Books
#PRINT13
Today’s Overview
1)Content Marketing
2)SEO
3)Inbound Marketing
The Three-Legged Stool: Content Marketing, SEO, and Inbound Marketing
John Foley, Jr. interlinkONE & Grow Socially
“Content is king!”-Bill Gates
http://www.michielgaasterland.com/
Content Marketing
• Pull, rather than a push, strategy
• Content doesn’t interrupt, it attracts
• Your content can be disruptive!
http://theadminshack.com/
Content Marketing is the Top Go-To-Market Priority in 2013
Percent of Business to Business Respondents Using Content
Marketing
Content Engine Grid
What Do You Wish to Achieve With Content Marketing?
Top Three:
1. Brand Awareness
2. Customer Acquisition
3. Lead Generation
B2B Content Marketing Goals in 2013
Brand Awareness
• Today marketing is all about earning the customer’s trust
• Familiarity and consistency are key components of acquiring and maintaining customer loyalty
• Establish an identity and distinctive qualities consumers relate to your product or service
http://info.sms.uni.edu/
The Drivers
Customer Acquisition
www.weidert.com
• Publishing content that produces loyalty and better traffic to your website
• Follow through with prospects via dialogue until and after conversion occurs
http://www.sharedexecutive.com/
Lead Generation
Methods
• Define what you should talk about
• Create compelling content in multiple formats
• Freely share in appropriate channels
• Be consistent
Types of Content for Different Stages
AwarenessAssessment
AcquisitioneBook, Kit, Tip Sheet, Webinar, Educational Video, Whitepaper
Product Sample, Case Study, Demo Video, FAQ $ Tips
Coupons, Free Trial, Estimate
Triple A’s of Content
What’s Your Biggest Challenge?
• Producing engaging content
• Producing enough content
• Integrating content across marketing platforms
Solutions
To create content that engages:
1. Give an inch to get a mile
2. Make your audience feel valued
3. Tell a Story
http://www.forzanibusinesscoaching.com/
Strategy
• Research
• Gather Data
• Prepare
• Prospect
• Promote
• Measure
http://polancoagency.com
Goals
• Define your brand
• Create optimal pieces of imagery and written content
• Place your content where it needs to be
• Generate leads
• Convert to customers
http://under30ceo.com/
Target YOUR Audience
• Who is your target audience?
• What are their values?
• What can you do for them?
http://www.printwand.com/
Execute
• Develop your audience
• Convert leads
• Nurture customers
http://www.ultraconsultants.com/
Measure1) Awareness
• Search engine ranking• Increase in page visitors• Social metrics
2) Consideration
• Page Visitors and Page time• Lower bounce rates• Social metrics
3) Conversion
• Sales and leads• Subscription behavior• Social metrics
http://practicalglobalrelations.files.wordpress.com/
The Three-Legged Stool: Content Marketing, SEO, and Inbound Marketing
John Foley, Jr. interlinkONE & Grow Socially
Getting found to make sales
http://contentmarketingup.com/
Google Stats
• 34,000 searches per second
• 2 million per minute
• 121 million per hour
• 3 billion per day
• 88 billion per month
http://www.wired.com/
SEO Best Practices
Keyword usage
Creating content
Encourage sharing
Mobile
http://www.highlightseo.com/
Keywords
Identify which keywords relating to your products or services that:
• Yield traffic that spends the most
time on a page
• Visits the most pages
• Host overall quantities for different
search phrases
www.contentcustoms.com
Keyword Usage
• Build a well-researched list of keywords
• Incorporate in your content: Page Titles (H1, H2 tags)
Website copy
Meta description
Image Names (Alt tags)
• Use throughout all content distribution
http://www.utahseopros.com/
Create Content
Develop good and original
content that showcases your
expertise and:
• tells a story of how you can
help
• communicates your value
proposition effectively
The website itself must be usable and updated regularly. It's also beneficial to create engaging blog content about your services.
http://www.seocosmo.com/
• Google rewards fresh content --- update your website regularly!
• Create & provide content that informs, helps, and interests your audience!
• Best way to do this: start blogging
Content Rules
http://cdn.business2community.com/
Encourage Sharing
The content you create:
• Have a strategy to build links back to your site
• Should be easily shareable on social channels
http://www.optify.net
Inbound Links
• You want: inbound links from high-authority sites (trusted, popular, PR, etc.) with relevant content.
• How do you get them?
Create share-worthy & timely content!
Ask! Link-exchange
Increase PR strategy and efforts
http://www.siliconcloud.com/
Blogging
• Blogging lets search engines know your page is relevant
• Blogging can include rich, highly used keywords
• Backlinks in your blogs can increase traffic to your page
http://www.molly-greene.com/
Share Useful Information with Blogs
Social Sharing Trends Today
YouTube
Facebook Sharing
• Volume isn’t everything- share interesting pictures and written material
• If your message is long, make it worthwhile! Stand out with your posts
• Hand pick your target audience with PPT (page post targeting)
http://icdn9.digitaltrends.com/
Facebook: Showcase Your Brand!
Utilize the Cover Photo and About Message
Facebook: Post a Variety of Content
Twitter Sharing
• Find your voice and keep it consistent to each post, and to your brand
• Use hashtags to gain more followers
• Tweet live coverage of things happening in your industry
• Be a thought leader, be yourself, show the human side of your business
• Review efforts & measure results
• Tweet lively, relevant images
http://www.teachthought.com/
Twitter: Personal and Company Pages
Twitter: Advanced Search Feature
YouTube Sharing
Feature variety of employees, mix up the tone
Experiment with different backdrops, scenes, etc.
Sharing on LinkedIn
• Use LinkedIn groups and get new leads daily
• Ask and answer questions
• Host events
• Do an advanced search on your target market
• Send personal messages to your leads
http://www.proximity.cz/
LinkedIn Tip: Update Your Status Daily!
LinkedIn Tip: Complete Your Profile
Industry & LocationCurrent PositionPast PositionsEducationSkillsPhotosConnections
LinkedIn Company Page
Mobile
• Smartphone ownership and mobile web viewing continues to rise!
• Google is rewarding sites that have mobile websites in its AdWords program
http://www.onbile.com/
Avoid These SEO Practices
• Buying Links
• Over-using/forcing keywords – content should sound natural
• Adding so much content that your page load-times suffer
http://www.interactmedia.com/
Remember…
Getting found is only half the battle….
… Optimize your landing pages and product/services pages to drive people down the sales funnel!
http://www.webstrategiesinc.com/
The Three-Legged Stool: Content Marketing, SEO, and Inbound Marketing
John Foley, Jr. interlinkONE & Grow Socially
Focus on attracting potential customers through the offering of useful information
http://b2binboundmarketer.com/
“Inbound marketing is a marketing strategy that focuses on attracting prospective customers by offering useful information.”
http://en.wikipedia.org/wiki/Inbound_marketing
What is Inbound Marketing?
Source: http://mashable.com/2011/10/30/inbound-outbound-marketing/
Content is Essential to Inbound Marketing
Your Inbound Goal: Drive INQUIRIES!
The Cycle
Be Authentic
• Forget about the cold calls and ad spots
• Demonstrate expertise through content
• Get found through high ranking SEO
http://thesoulblazing.com/
Generating Leads Via Inbound Marketing
• Leads are acquired through time
• Establish your business as a resource
• Generate content that shines
• Develop warmer leads
• Customer conversion
www.findandconvert.com
Let Inbound Marketing Work for You
• Produce
measurable ROI
• Increases leads
• Increase
company
revenue
Why Should You Use Inbound Tactics?
• It works!
• Increase Awareness & Drive Inquiries
• Reach More Customers & Prospects
• Sell more things!
http://noahrickun.com/
Success Stories
Can Those Tools Actually Help
Service Providers?
Let’s look at an example!
Vivid Laminating Technologies
• Coalville, UK
• Vivid designs and manufactures pouch laminators, wide format laminators, roll laminators and single side laminator
Vivid on Facebook
Vivid on Twitter
Background Image
Profile –Logo and Info
Current Tweets
Vivid on LinkedIn
What they’re doing right!
• They have a strategy and a plan!
• They produce a lot of content.
• Social media is integrated across multiple channels.
• They are committed! Time and energy, but it pays off!
• Vivid Crowned 'Social Media Champion‘ at FESPA 2013
http://getu2thetop.com/
Wrap Up
• Start with a Plan
• Create a Online Marketing Strategy
• Incorporate Your Social Media, SEO and Website
• Measure the Results!
Devote time to creating content,
sharing, and measuring its effectiveness
What’s Next?IT’S UP TO YOU!
http://cmslearning1.files.wordpress.com/
• Free White Paper on Inbound Marketing!
• http://InboundMarketingWhitePaper.com
Resources for You
Q & A / Contact Me!: http://ilink.me/JR
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The Three-Legged Stool: Content Marketing, SEO, and Inbound Marketing
John Foley, Jr. interlinkONE & Grow Socially
THANK YOU