How To Use Inbound Marketing for Product Launch
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Product Launch #Legal Software
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Transcript of How To Use Inbound Marketing for Product Launch
Product Launch
#Legal Software
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Outline
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Get Found
Convert
Analyse
Get Found
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q Create a compelling marketing offer to the marketing personaq Blog: educational, helpful and interesting contentq Marketing persona: CMO’s, Marketing Directors within Legal sectorq A unique landing page with sign up form q Videos, infographics, photos and presentations q Slideshare: eBooks, webinars, and news releases q Set up Google Alerts about the company name, news, competitors,
market research & industry trendsq Create a dedicated Facebook Event Pageq Create content useful to your customers (not you!)
CREATE
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q Choose keywords and optimise them for search enginesq Ranking Algorithm = Relevance + Authority q On-Page Optimisation: keyword research, page title, meta tag,
headers, description, image alt text, and anchor text q Off-Page Optimisation: Build more and better links though
blogging, social media and PR outreach q Success to Google is based on which websites are linking to youq Improve user experience and delight them q Install rich snippets and schema markupq Be attractive to Google and people
OPTIMISE
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q Promote via Email, Blog and Social media channels
q LinkedIn groups: Legal IT Network, Legal Marketing, CMOs, Marketing Directors
q Create a Twitter lists of Marketing Directors
q Use Twitter lead generation card & PPC campaign
q Encourage people to spread the word via ClicktoTweet
q Use a unique hashtag: #legalsoftware in Twitter & Google+
q Host a live product launch on Google+ Hangouts
q Create a Reddit Sponsored Headline campaign
q Bloggers, journalists and influential outreach
q Media partnerships: Legal IT Insider & Chartered Institute of Legal Executives
q Collaborate with Social Media Team to spread the word
PROMOTE
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CONVERT
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OFFER - CALLS TO ACTION
q The goal of a call-to-action is to drive traffic to a landing pageq Create a lot of calls-to-action & distribute them across web presence
and optimize them.
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LANDING PAGE
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LEAD QUALIFING
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EMAIL MARKETING
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ANALYSE
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CONTENT PERFORMANCE
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LANDING PAGE PERFORMANCE
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CONVERSION RATES
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WEB TRAFFIC
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See you soon!
YOU THANK
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