Don Graff Automotive Inbound Marketing Workshop Version Bb
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Transcript of Don Graff Automotive Inbound Marketing Workshop Version Bb
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Inbound Marketing Get Found Online
Don GraffPrincipal, Don Graff [email protected]
Digital Dealer 8 April 21, 2010
• Create
• Optimize
• Promote
• Convert
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Marketing is Changing
1950 - 2000 2000 - 2050
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Outbound Marketing
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Outbound Marketing is Harder
800-555-1234AnnoyingSalesperson
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The Good News…
Inbound Marketing:Get Found using Google, Social Media and Blogs
Top 5 Web Marketing Book on Amazon
InboundBook.com
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The Great News…
Source: survey of hundreds of businesses: HubSpot.com/ROI
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“Best Things” from 2009
Source: survey of hundreds of businesses: HubSpot.com/ROI
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“Worst Things” from 2009
Source: survey of hundreds of businesses: HubSpot.com/ROI
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Inbound Gives Leverage
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Budget vs. Brains
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Questions to ask yourself...
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Am I promoting my content
in social media conversations?
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Am I regularly creating new share-
worthy content?
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Am I optimizing my content for search and
social media?
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Am I converting asmany visitors into
leads and sales as I can?
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Stop thinking like amarketer or advertiser.
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Start thinking like apublisher and
socializer.
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Inbound Marketing Workshop
• Create
• Optimize
• Promote
• Convert
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Publish Everything
• Blog• Podcast• Videos• Photos• Presentations• eBooks• News Releases
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Publish Everywhere
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46% of companies who blog have gotten
revenuebecause of their blog.
Source: survey of hundreds of businesses: HubSpot.com/ROI
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Create Great Content by Blogging
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
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Blogging Attracts More Links
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
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Blogging Attracts More Visitors
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
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Most Business Blogs Post Weekly
Source: survey of hundreds of businesses: HubSpot.com/ROI
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Blogging More Often Drives Results
Source: survey of hundreds of businesses: HubSpot.com/ROI
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3 Keys to Blog Success
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Biggest Blogging Mistake
“Free” URL from Blogspot or Wordpress:• YourBusiness.blogspot.com – NO!• YourBusiness.wordpress.com – NO!
• Blog. YourBusiness.com – Yes• YourBusiness.com/Blog – Yes• YourIndustryBlog.com – Yes
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Blog Topic Ideas
• List of 5 ideas, trends or thoughts• Take a recent experience and share it• Answer questions you received recently• Comment on other blog articles• Turn a press release into a blog article
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• Create
• Optimize
• Promote
• Convert
Inbound Marketing Workshop
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Google is Judge, Jury and Executioner
HubSpot.com/cartoons
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SEO = Context and Authority
Ranking Algorithm:f(n): Context + Authority
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On-Page SEO (Context)
• Page Title
• Clean URL
• Headers & Content
• Description
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SEO Tips from Website Grader
Lessons from 2,084,563 websites
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Inbound Marketing Workshop
• Create
• Optimize
• Promote
• Convert
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Social Media is the Big Party
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Social Media = Cocktail Party
• Become a real member of the community
• Add value to the community– Ask and answer questions
• More effective than live cocktail parties– No boundaries of time or space– Other people can listen in easily
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Build Network - Keyword Search
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Search.Twitter.com
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It’s NOT About You… Ever
HubSpot.com/cartoons
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1,000’s of Tweets about report - Twitter drove 30% of traffic
Link-Worthy & Share-Worthy
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What Gets Shared?
Rarely Shared
FrequentlyShared
• Product info• Product documentation• Company background
• New market data• Educational content• Top-notch blog posts
MARKETER
SOCIALIZER
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Create an Engaging Presence
• Events• Videos• Discussions• Photos• Blog Articles
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Inbound Marketing Workshop
• Create
• Optimize
• Promote
• Convert
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Social Media is for Leads and Sales
Source: survey of hundreds of businesses: HubSpot.com/ROI
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Traffic Source Examples
• Organic search (SEO)• Pay per click search (PPC)• Online PR coverage• Directories• Advertising• Email
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Mindset of the Web Visitor
• What page did they visit first?
• What are they looking for?
• How likely are they to buy something?
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Conversion Tips
Offer +Call to Action
• Value of offer• Visual design of CTA• Text on CTA• Placement of CTA• Test & experiment
Source of Visitors
Contact Forms
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Offer – WIIFM?
• Whitepapers / eBooks• Research / Studies• Free Tools• Trials & Samples• NOT “Contact Us”• Value must be greater than the cost…
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No Call to Action
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Call to Action
• Starts with verb• Positive• Clear• Direct
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Good Homepage Call to Action
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Offers and Calls to Action Tips
• Offers need to have value• Use CTAs everywhere• Test to find the best CTA / offer–Offer, colors, text, size, place
• Make the next step obvious and easy
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Conversion Tips
Contact Forms
• Consistent with past steps
• Simple & clear• Short forms• Test & experiment
Source of Visitors
Offer +Call to Action
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Limited Navigation