EFFECTIVE INBOUND MARKETING STRATEGIES

Eric Majchrzak, Emily Burns Perryman, Brian Swanson

It’s been a long week, but let’s check out Inbound Marketing and take a look at some strategies…

Setting the StageYou may have already spent thousands of dollars and countless hours

of work resulting in: Shiny New Website Flexible CMS Solution Beautifully Redesigned Logo All New Copy Site Launch Lots of Anticipation Has Built

and then…….

Results

“WHERE ARE THE LEADS?”

“WHAT HAPPENED TO OUR SEO?”

“WHY DID WE MAKE THIS INVESTMENT?”

“THIS IS JUST LIKE OUR OLD SITE”

IF THIS SOUNDS FAMILIAR, DON’T BE FRUSTRATED– YOU JUST HAVE TO FINISH THE REST OF YOUR WORK

A new website doesn’t guarantee you visibility- it won’t do you any good unless prospects, clients and referral partners

see it and use it as a resource

Create a path from the public to you

Use marketing that isn’t interruptive

Inbound marketing is key

GIVE VISITORS A REASON TO GET EXCITED ABOUT YOUR WEBSITE and

ONLINE TOOLS

Inbound marketing, so what is it?

Practice of online marketing that deliberately uses a combination of things including:

search engine optimization (SEO)various social media channelsblogging

to publish content that people will seek-out, find and engage with

Inbound vs. Outbound

Outbound….

Interruptive

Hard to track ROI

Increased Blocking Techniques

High Cost/Low Yield

Inbound…

Discovery

Conversational

All Platforms are FREE

Authentic, reinforcing brand attributes

Inbound vs. Outbound

INBOUND MARKETINGMarketing focusedon getting found by customers.

OUTBOUND MARKEITNG

Marketing focused on

finding customers..

5 Components toinbound marketing

Effective Inbound

Marketing

Content

Measurement

Social Media

Conversions

SEO

SEO Update

Content Quality Content Marketing Author Rank Social Signals Localization Media Integration Penguin 2.0 Changes – Black Hat, Advertorials

SEO Update

I am an Eric

I am a Brian

Where You Can Begin

Your Firm’s Brand Attributes/Corporate CultureAre they true online?

ResponsiveTrust

CommunityValue

Progressive

Relationships

How do you translate these

attributes to the online

space?

Overall Digital Brand- encompasses all inbound components

Effective Inbound

Marketing

Content

Measurement

Social Media

Conversions

SEO

Strategy: Use Value Offers and Experiences

Make the intangible, tangible:

•Legislative Overviews•Issue Whitepapers•Industry Surveys•Checklists•Case Studies•Books•Webcasts•Free Consultations•Diagnostic tools•Q&A•“Test Drives”

Strategy: Align Digital Strategy with Buying Cycle

SCREENING(Awareness)

EVALUATION(Interest)

PREFERENCE(Desire)

PROCUREMENT

(Action)

Buying Cycle

Describe the ‘Problem’

Explain Cause and Symptoms

Introduce your solution

Prove Credibility, Trust and

Value

ConsultOvercome Objections

Messaging/Content

Mass Awareness Landing Pages Drip Marketing“Sales-ready”

One-on-one Conversion

Tactics

Buying Cycle impacts sales approach needed

I’m just checking out your website

SCREENING(Awareness)

EVALUATION(Interest)

CONSIDERATION

(Desire)

PROCUREMENT

(Action)

Please call me. We need to do a Cost Segregation

Study

Important Considerations Customers expect different interactions with you

depending on where they are in the buying cycle

Specific events trigger them into a buying mode

Adapt your approach for each phase of the buying cycle

Create appropriate paths for them to follow to answer their questions, and move them forward in the cycle

Qualifying activities Governance Changes Process Changes Technology Changes Operational Changes Legislation, Compliance and

Regulatory Matters Changes at CEO/CFO Board, Audit Committee Changes M&A/Spin-offs

Restructuring Restatements IT security problems Fraud Patents Construction Doing business Globally Expansion Outsourcing/CoSourcing Bankruptcy IRS Audit

Strategy: Understanding “Change Events” and “Triggers”and what services they relate to

Strategy: Building a FoundationCONTENT IS KEY You should always be creating more, but what to create? What types of content your firm has or is creating to attract prospects?

CONTENT DEVELOPMENT IDEAS Something your audience wants to read How To’s “The Secret to _______” blog topic Timely & Relevant Topics for industry, listen to the news, your

marketplace, industries Something to watch – Video Blogs & Tutorials

Develop a CONTENT plan

Don’t reinvent the wheel.

You can purchase content and customize it to fit your needs – this can take as little as 5-10 minutes to review and post vs. 1-3 hours for individual development.

Every day have a different person in a different department create something for the web:

A relevant post for Facebook

Sharing an article on Linked In

Writing a blog or page of content for the website

What service/industries do you specialize in?

These are a basis for good content.

Trends, hot topics, news, legislative updates that affect your clients and their businesses

IDENTIFY LEVERAGE VENDORS BE A TEAM PLAYER

TIPS GENERATING CONTENT

Ask friends for ideas, talk to someone other than a co-worker, tweet for topic ideas: ie. Ask your followers what they most want to know about your field

Contact smaller blogs to see if they would be interested in posting on yours, offer to post on someone else’s blog as a guest – this creates inbound links and exposes you to a new audience.

Write them about your own clients. Pick other companies and write about their clients...

Check Google Trends – find out what is relevant right now and work it into your blog/content

Get more out of your archives, use your existing content and translate it to a new media: ie. blog to video or infographic.

Interview someone from your own company, or a prominent person in your field and use it as a video blog, or type it up: better yet, do both!

USE ANOTHER MEDIA BRAINSTORM GUEST BLOG

INTERVIEW SOMEONE CASE STUDIES GOOGLE TRENDS

Success Stories and Challenges?

Connect with Your Presenters

Eric MajchrzakShareholder, Chief Marketing Officer

BEACHFLEISCHMANemajchrzak@beachfleischman.com

Emily Burns Perrymanemarketing Communications

Freed Maxick CPAsemily.burns@freedmaxick.com

@FreedMaxickCPAs

Brian SwansonFlashpoint Marketing 

www.flashpointmarketing.biz@BSwan775