Deco Dig Inbound Marketing Handbook

8/3/2019 Deco Dig Inbound Marketing Handbook

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2Deco Dig Inbound Marketing

The Ofcial Inbound Marketing Handbook

Find Your Brand Online.

Foreword

Over the past decade inbound marketing hasbecome an essential part of the business marketingstrategy for companies of all sizes.

With an increasing number of channels becoming availablefor customers to nd, interact with, and buy your product orservices, many businesses have come to the realization thattheir marketing does not just live in print or on the radio - they

must have a way for customers to nd their brand online.What is not always understood, however, is what the rightchannels are, or what the right inbound marketing mix is tomaximize the return from these online channels.

Thats why we at Deco Dig put this nifty handbook togetheras the all-in-one online and search (i.e., inbound)marketing reference guide for small and midsize businesses.

We hope that you use this handbook as a useful guide tohelp get your business started with online marketing by pro-viding the whats, hows and whys for each option,letting you know which channels and strategies are right foryour business.

Of course, Deco Dig is always available to help guide you

through the strategic planning, execution, and managementof your inbound marketing efforts, if needed. Give us a call at

(860) 556-DECO or email [email protected] to start theconversation.


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First things rst What is inbound marketing?It might be helpful to start with what inbound market-ing isnt:

Not Inbound Marketing:

Put plainly, inbound marketing is the practice of building di-rect trafc to online entities such as websites, facebook pages,or any other brand-owned web content. Inbound marketing isnot just search engine marketing, or banner advertising it in-cludes all online channels that can be used to build your webtrafc.

Inbound Marketing: The Basics


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Recent online usage statisticsillustrate the im-

portance of inbound marketing. Based on comScorestudy measuring digital behavior in 2010

e-commerce spending in the U.S. was $230 billion,a 9% growth from 2009 9 out of every 10 U.S. internet users visit a social network-

ing website each month

Online searches grew by 12% vs. 2009 Online display ads recorded nearly 5 trillion ad impressions Total number of online banner ads grew by 23% 1 in 4 Americans owned a smartphone Nearly 50% of all mobile users had mobile internet

(comScore, The comScore 2010 U.S. Digital Year in Review,

2011)

Why Inbound Marketing?


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Inbound marketing is still an emerging eld,

but there are a number of practices that have be-come staples in the marketing and advertising world.Known for their powerful trafc-building and results-orient-ed approach, the inbound marketing practices that followshould be considered as a part of all business marketingplans.

Now, lets get into the details the most common forms ofinbound marketing, how they work, and what they can do foryour business.

Types of Inbound Marketing


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I. What is paid search advertising? Paid search advertising is the method of strate-

gically bidding on words that people might search onfor your brand, products, or services in order to show your ad insearch engine results (e.g. Google, Yahoo, or Bing) in the spon-sored search section.

II. How does paid search advertising work? Paid search works on a cost-per-click, or pay-per-click, pric-

ing model. Advertisers tell Google how much they are willing topay for individual keywords (user search words), and Google de-cides where to show ads in relation to competitors in sponsored

search results based on the keyword bid along with the relevan-cy of the keyword to the advertisers business (this quantied rel-evancy is known as quality score.)

Paid Search Advertising

Paid Search Results


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III. How does paid search advertising benet yourbusiness? At the heart of paid search is problem solving someone

online has a problem and is looking for a solution, which is where yourpaid search ad comes in. The goal of your business is to answer theneeds of consumers, no matter what business you are in, and paidsearch is the most effective and efcient way of reaching peoplethat are looking for something that your business can provide.

IV. Why you probably need it. Put simply, your competitors are likely already using paid search,

and are therefore capturing customers that could be coming toyou. Not convincing enough? Well, consider the number of ready-to-purchase customers your business could reach just by showingads on the rst page of Google. Need more? Since paid search is apay-per-click model, you only pay when someone clicks on your ad,therefore you minimize wasteful advertising impressions, which is why

many consider paid search to be the most efcient form of advertis-ing available today.

V. The Deco Dig Edge. Lots of people claim to understand paid search advertising, but

we have it down to a science literally. At Deco Dig, we approachpaid search programs from a results-oriented standpoint, with theaim of constantly measuring and improving on all aspects of the pro-gram. We also understand the art of paid search advertising, keep-ing brand identity and messaging consistent, observing user searchbehavior, and bringing a unique strategy to each paid search pro-gram. But thats enough talking, if you want to get to acting, callDeco Dig today and let us show you what kind of results we canbring to your business.

Paid Search Advertising


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I. What is search engine optimization (aka SEO)? SEO is the practice of building organic (aka unpaid, or

natural) search engine trafc to your website by strategicallyimproving elements of the site, building inbound link trafc, or revis-ing content on the site to be more search friendly. SEOs goal is toimprove your websites position in search results on search enginessuch as Google, Yahoo, and Bing for targeted words thereby bring-ing more visitors in from unpaid, or organic, search listings.

II. How does SEO work? In order for your website to appear in search engines like

Google and Yahoo, they rst must be read, interpreted, and indexedaccording to what those search engines think the site is about. Thisis all done quickly and regularly and is based on a somewhat-secretformula, or algorithm, that is proprietary to each respective searchengine. The algorithm takes a number of website elements into con-sideration (such as type of content, website code, and inbound traf-c source, to name a few) when deciding where to show the web-site in results and what to index the website for. Ultimately the searchengines must read and understand your website in order to list it inresults. SEO takes this fact and aims to improve on areas that will helpthe website index where desired.

Search Engine Optimization

Organic Search Results


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III. How does SEO benet your business? Like paid search advertising, the biggest benet tosearch engine optimization is visibility in the number one used in-formation resource on the internet search engines. By improving thequantity and quality of listings in search engine results your websitetrafc increases, and so does your business.

IV. Why you probably need it. If your website is not built for SEO you could be missing out on

countless visits each day from people that are searching specicallyfor your product or service. Its difcult to put a number on the lostROI due to lack of search engine visibility, but in most cases it is signi-cant.

V. The Deco Dig Edge. Our bottom line goal is to help your business succeed, so where

some companies may look to simply gain a rst-page listing for a

single keyword, we are looking to raise all boats by improving thevery foundation that your website sites on in order to achieve long-term success. We also pride ourselves on ethical SEO practice, whichmeans you will not be blindsided by Google updates or penaltiescaused by nefarious SEO practitioners. Additionally, since we under-stand many inbound marketing practices instead of just one, we areable to work multiple programs in together, creating a cohesive in-bound marketing program that can provide a universal lift in results.

Call us today to learn more about how we might be able to buildyour business with SEO.

Search Engine Optimization


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I. What is online display advertising? Online display ads are image, ash or video bannersthat are shown on various websites. They can come in a numberof different sizes and have recently become more robust, sometimescontaining interactive features to go along with movement.

II. How do online display ads work? Banner ads (which have been developed by the advertiser) are

placed on websites that are usually parts of publisher networks, andare often placed according to target parameters such as contextualtargeting (placements based on website content), audience target-

ing, or behavioral retargeting. Pricing is primarily done on a cost perthousand impressions basis, though you may also nd cost per click-models.

Online Display Advertising


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III. How does online display advertising ben-

et your business? Unlike search, banner advertising reaches audiences that

are not actively seeking your products, but the banners have morecreative freedom and can be engaging in different ways, ultimatelycreating a positive branded experience. Though banners are oftenconsidered more top of funnel online marketing mechanisms, theyare highly effective at driving brand awareness and have been cor-related with increased searching and purchasing.

IV. Why you probably need it. Banners drive awareness. Unless your company has 100% aware-

ness in your target market, banners can be an efcient method ofpromoting your brand to potential customers on high-end websitesand alongside related content. With targeting and measurementcapabilities emerging constantly, banners have the ability to hit us-ers with different messages depending on various parameters such

as demographic, interest, or even if they have previously visited yoursite.

V. The Deco Dig Edge. Since we practice multiple forms of web marketing, and be-

cause of our history with full-service advertising, we understand howbanner advertising ts into the whole web (and even non-web)marketing ecosystem. We also approach banners from a scientic

standpoint, understanding what the goals are, how banners canimpact other results, and always keeping an eye on the overall lift inweb results. Contact Deco Dig today to see if online display advertis-ing makes sense for your business, and you can be sure that it will beproperly executed and managed.

Online Display Advertising


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I. What is Facebook advertising? Facebook ads display small images and multiple linesof text alongside Facebook walls. Though the ads are still rela-tively new, Facebook is among the top visited sites in the world, mak-ing it a great place to capture audiences with unique, interestingmessaging.

II. How do Facebook ads work? Facebook ads work on either a cost per click or cost per thou-

sand impressions model, and are placed alongside Facebook con-tent (walls) according to topics, interests, groups, and/or connec-tions. They can also be targeted according to demographic and

location information. Due to the social nature of Facebook, userscan often promote your ads for you by liking them, thus sharing thisinformation with their friends. Ads can drive to either company Face-book pages or websites.

Facebook Advertising


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III. How do Facebook ads benet your busi-

ness? Facebook can be a powerful tool for driving targeted mes-

saging to a captive audience. Like banners, Facebook ads are ef-fective at building brand awareness, but there is less need for cre-ative development, resulting in a more nimble advertising mediumthat can be easily tweaked, tested, and targeted. Facebook is alsohighly effective for promotional and time-sensitive messaging. Thesociability of Facebook lends itself to sharing and recommendations

from one friend to another, helping to build connected awareness.

IV. Why you probably need it. Your audience is likely on Facebook, so why wouldnt you want

to target them there? With Facebook ads, your company can buildbrand awareness, test new messaging or promote deals/specialswithout the need for expensive production. Post-click insights onFacebook pages provide detailed data on which ads spur sharing

and which drive click through, as well as what demographics clickmost.

V. The Deco Dig Edge. At Deco Dig, weve been working with Facebook from the very

start. We understand the audience demographics that you shouldbe targeting, and what messages work best for each one. We alsopride ourselves on a testing platform, constantly trying new messag-

ing and creative treatments to nd the best match for your audi-ence. We are responsive to your needs and make sure to cover allangles when it comes to special promotions, events and messages.If you are considering Facebook ads, dont go into it blind, well helpyou understand the right targeting and creative approach so yourFacebook campaign works from launch.

Facebook Advertising


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I. What is social media marketing? Social media marketing is the practice of using so-cial media outlets such as Facebook and Twitter to deliver yourmarketing messages to engaged audiences. The goals of your SMMcampaign will greatly impact the strategic approach, but the pri-mary objective of your social media efforts should be to engage inconversation with your audiences, especially the inuencers, andpromote the sharing of useful and/or promotional content.

II. How does social media marketing work? There is no formula (yet) for SMM, as it is truly about using the

proper social media channels in place to facilitate an ultimately posi-

tive conversation regarding your brand or products. To manage aneffective SMM campaign means monitoring conversation, respond-ing and engaging when needed, sharing content, providing solu-tions, and driving relevant discussion.

Social Media Marketing


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III. How does social media marketing benetyour business? Social media is a unique form of marketing because it is pri-

marily about engaging audiences with personalized information in-stead of echoing few messages to a large audience. It can be verybenecial in promoting organic conversation about your brand andprovides a forum to converse directly with your audience. SMM canalso be an outlet for your companys personality to shine, and it hasproven to be effective when used in conjunction with creative/in-

teresting content and time-sensitive promotions. It is also very costeffective, since the only real cost associated is based on the time tomanage the social media conversations.

IV. Why you probably need it. Social media is prevalent with nearly all audiences. Whether

they are B2B, younger demographics or mature demographics, peo-ple are likely already talking about your brand the only difference

is, you are not there to hear it or respond to it! Leverage your brandambassadors and let the conversation drive business for you - with alittle help from your friends. At Deco Dig, we can plan and managethe perfect social media marketing plan so you know that the con-versation is being handled properly.

V. The Deco Dig Edge. Unlike many other so-called social media experts, we actually

use social media! In addition to this important fact, we understandthe foundation of social media marketing and how the strategiesbehind the conversation help to drive the brand forward. Avoid thefrauds - talk to Deco Dig today to get started with a strategically

smart social media plan.

Social Media Marketing


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I. What is content marketing? Content marketing is the practice of generatingbuzz and trafc to your web entities by promoting inter-esting, proprietary material such as blog content, infograph-ics, guides, or other information. Content marketing aims tostrategically create and disseminate timely information thatyour audience will appreciate and share or link to.

II. How does content marketing work? The most important piece of content marketing is right

there, in its name its the content! Good content will dothe hard work for you. You just have to know what the rightcontent is, what the right avenues are, and when the righttime is. Content marketing is about creating good content,strategically nding the proper channels for distribution, and

scheduling the distribution during the most opportune times.

III. How does content marketing benet your busi-ness? Like social media, content marketing is about the buzz

around your brand. In fact, social media and content mar-keting often work hand-in-hand. The difference is in the focusof the practice; where social media centers around facilitat-ing conversation, content marketing is about the contentitself, and making sure it is shared in a strategic way.

Content Marketing


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IV. Why you probably need it. Fresh, high-quality, and interesting content is perhaps

the most important characteristic of a companys online pres-ence today. Your web presence is no longer just about having awebsite or even a Facebook page; it is about having frequently up-dated and/or creative information that people want to consume. Alltoo often companies neglect this aspect of the web, and they areleft with content which is stale and stagnant certainly not anythingpeople would want to look at on a regular basis. Content marketing

can be successful at driving brand awareness, trafc to web entities,and brand engagement by promoting useful information in creativeways. It also has the added benet of housing keyword-rich infor-mation for search engines to crawl and index, giving your brand anoutlet for creativity and personality, providing social media market-ing with conversation ammunition, encouraging sharing, and maybeeven being picked up by outside sources which link bank into yoursite. As the web evolves, it has become more and more evident thatyour business web presence and its content must evolve as well.

V. The Deco Dig Edge. At Deco Dig, we are passionate about building smart strategies

for the web, and content marketing is at the heart of this passion.Some businesses think that simply adding information or writing ablog is enough, but we know that the planning and approach is justas important as the execution. Thats why we work with companiesto craft the perfect strategy for content creation and distribution to

maximize the effect of the content once its been released into thewild. Call us today to start the conversation and see if a content mar-

keting plan is right for your business.

Content Marketing


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I. What is website optimization? Website optimization is the act of strategically identify-ing and revising a website in order to improve performance andsuccess.

II. How does website optimization work? Website optimization is about understanding where there are

holes or opportunities for improvement on your website, so havingthe right tools in place and knowing where to look are important rststeps in performing a successful website optimization program. Onceyou have reviewed web analytics data, conversion results, trafcsources, engagement statistics and user experience, you will have a

better understanding of what needs to be xed. Next, you must de-cide what the best course of action is why are those pages unsuc-cessful and what can be done to x it? Best practices, user experi-ence observation and website testing can reveal invaluable insightsand lead to a much more productive and protable website.

Website Optimization

ResultsOptimizationWeb Analysis


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III. How does website optimization benetyour business? If your business generates leads or sales online, website op-

timization could make a major difference in achieving increasedbusiness results. Imagine generating a 30% higher rate of conversiononce visitors get to your site; how would that affect your bottom line?Website optimization is not just about making your site look better, it isabout making your site work harder for you. Whatever your site goalsare, there are always opportunities to improve them.

IV. Why you probably need it. Your website is where most or all of your online marketing initia-

tives drive to, but if it is not optimized for performance you are likelylosing a signicant amount of user engagement, interaction, andconversion, which could be costing you in the end.

V. The Deco Dig Edge. At Deco Dig we understand that the website is an invaluablepiece of the online marketing puzzle, which is why we are constantlyanalyzing results on both sides the marketing and the website. Bothmust work together to make an effective campaign. Our analysisobserves the entire user experience, from impression and click to visitand conversion, resulting in powerful strategic recommendationsthat result in real business results. Contact Deco Dig today to see howyour websites performance can improve.

Website Optimization


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Awesome! You made it all the way to the endof the Deco Dig Inbound Marketing Handbookfor Small and Midsize Businesses!

That must mean you are serious about building business re-sults through smart and effective online marketing programs.If so, reach out to Phil Decoteau at Deco Dig today ([email protected]) and let us know what you are thinking. Dontworry, we wont pressure you into anything, we just want tohave a frank discussion about how to get your online market-ing efforts off the ground and start driving results.We look forward to talking to you soon!

Phil Decoteau, Founder and PresidentDeco Dig Inbound Marketing Services

Contact Us:(860) [email protected]@deco_digwww.deco-dig.com


The Final Word


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BackgroundDeco Dig is a new company, but theres plenty of experi-ence behind it. Founder and President Phil Decoteau is GoogleAdwords Certied and has worked in advertising for over ve years,helping to drive results for some of the biggest brand names in theworld.

He earned his stripes as the rst Search and Analytics Manager atConnecticuts largest full-service advertising agency, driving the

agencys capabilities in new online marketing and web analyticsinitiatives. He is passionate about solving business challenges by con-ducting comprehensive analysis and nding unique, customized on-line marketing solutions for each business.

Our goal is to make sure every single client comes out of the inboundmarketing process with improved results and a better foundation for

continued measurable online success.

Client ExperiencePhil has managed and consulted on online marketing programs for anumber of well-known companies, including: Multiple nationally recognized insurance companies A worldwide restaurant chain An international B2B medical device provider Some of the largest banks in New England

Several non-prot organizations One of the largest consumer packaged goods specialty prod-

ucts on the market

About Deco Dig

Deco Dig Inbound Marketing Handbook

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