The holy trinity of digital marketingOr: Why tweeting pictures of that cat you brought to the X-Mas party does not really work for you.

smalhomme@jobologies.com / www.jobologies.com

• Cost effective:• "If you have more money than brains, you should focus on Outbound Marketing. If you

have more brains than money, you should focus on Inbound Marketing.” - Guy Kawasaki

• Increasing ROI as customers buying habits support it• Outbound marketing is a strategy in which a business advertises its products and services by

providing information to the consumers even if they are not looking for those products or services. “Interruptive marketing.” Businesses do this via the use of television, print ads, direct mailers, radio, trade shows and more. Interruptive, poorly timed, expensive and are difficult to track the actual ROI.

• Inbound Marketing is a strategy that focuses on pulling the customer to you, using collaborative, engaging valuable conversations online. Creating relevant content, implementing search engine optimization strategies and utilizing social media. Prospective customers are warmed toward your products once they find you because they have already expressed an interest in your type of business by performing some type of search. Inbound marketing delivers 54% more leads than traditional outbound marketing. (HubSpot)

1) Fundamentals & Trends: Inbound Marketing

1) Fundamentals & Trends: Inbound Marketing• Have a why:

(See: Simon Sinek’s watershed book or TED Talk here: https://goo.gl/QV7k6Y)

• Listen to your core audiences: Know who they are, most importantly what they care about, and even more what they struggle with

• Offer value, and valuable content: Address issues, offer genuine advice and tips:Do not fake it. Offer value. Not pictures of your cat that you brought to the X-Mas partyThe value can sometimes be peripheral, but real: Humour, Social Status

• Nurture leadsNo going in for the kill. No boiler room closers need apply.

• Talk about your audiences, their concerns, not about yourself• Capture traffic, and convert it into SMART Business Goals

The Inbound Methodology:

Inbound Marketing – In a nutshell:• Content

• https://www.linkedin.com/pulse/10-tips-commit-professional-suicide-linkedin-st%C3%A9phane-malhomme?trk=mp-author-card

• Call to Action• Landing Page

• https://wistia.com/account/signup• http://do.thelandingpagecourse.com/• https://offers.impactbnd.com/generate-more-leads-from-blog • https://webdam.com/how-to-select-a-dam_041516/

• Online Customer Buying Habits and Preferences Stats• 68% of online buyers will spend considerable time reading content published by a

brand they are interested in. (The CMA) • B2B customers conduct 12 searches on average before checking a specific brand's

website. (Kapost)• 80% of business decision makers favour getting brand information via an article

series more than ads. (Content Marketing Institute) • Online buyers go through 57% of the buying cycle on their own without talking to

sales. (Executive Board)• 77% of online customers prefer permission-based promotions via email. (

ExactTarget)• The average online shoppers attention span is 8 seconds. (B2B Marketing Insider)• A whopping 84% of audiences age 25 to 34 have left a favorite website due to

intrusive advertising. (Mashable)• By 2017, video marketing will dominate > 70% of consumer website traffic. (Cisco)

• B2B Marketers give the highest priority and dedicate most of their time to 3 main content types: blogs, eBooks, and whitepapers. (Kapost)

• 63% of B2B Marketers believe video marketing is effective for their business. (Top Rank Blog)

• Two-thirds of surveyed B2B Marketers believe that content is highly effective across various channels, such as public events, social media, and so forth. (Kapost)

• 44% of B2B Marketers have a documented Inbound Marketing strategy. (Content Marketing Institute)

• 67% of surveyed B2B companies rated Inbound Marketing as a top three or a very high priority component of their overall marketing strategy for 2015. (Kapost)

2) Fundamentals & Trends: Social Media Marketing

• Visibility (Reach, network size, content cycle, etc.) * Authority (Social proofing, case studies, endorsements, etc.) * Conversion• Main platforms and their #1 use:

• LinkedIn (B2B Leads Gen) Facebook (Lookalike audiences)• Twitter (Social Listening) Instagram (CPM buy)• Periscope, Snapchat, Whatsap, etc.

• Content is still King:• Old / Obsolete: Text Minimum: Text + Great picture• Good: Video Great: AR / VR

2) Fundamentals & Trends: Social Media Marketing

• RoI is x2 to x3 that of traditional marketing at least, across most industries:

http://www.socialmediatoday.com/marketing/how-social-media-marketing-stacks-against-traditional-advertising

• The rise of hybrid content (see: Facebook ghost posting)• Monetising the big platforms (Twitter still in red, LI bought for $26.2 Bn)• Geometrical increase vs. arithmetic increase

• = Hybrid content: Less and less blogs go viral. More and more content needs to be sponsored to get any mileage, or hit a viral threshold.

• Average # connections per user: 800-900 (LinkedIn) 350 (Facebook)• 49% of traffic now from mobile• Mobile users 150% more involved

2) Fundamentals & Trends: Social Media Marketing• Social media is not free:

• Time expenditure can be high, at outsetespecially. Sunk investment: Most clients need 3-6 months to yield results and get RoI (SEO around 2 years)• Also: Rise of hybrid content (See FB or LinkedIn’s increasingly limiting content

display rules)• Content fatigue: There is more and more noise out there (Twitter particularly)• Optimise RoI with a variety of CMMS of different quality, breadth and cost:

• Buffer & Hootsuite• Hubspot

• Social media is not free (Continued):• Social media can yields some organic visibility and authority (Power of viral

content, Power of 3rd party endorsement) Still takes time and/or $.• … But there again, so does SEO (and much lower RoI by now)• Most large social media platforms (LI, FB, Twitter at least) offer the

possibility of direct advertising on the platform, through CPM’s mostly.• Contrary to inbound principles but SO TARGETED it can occasionally be the best

option!• Rise of hybrid content• Influencer marketing – Typically a paying

2) Fundamentals & Trends: Social Media Marketing

A fool-proof action items list

BEFORE VISIBILITY & CONTENT• Grow your network size (# of connections and reach at 1st, 2nd, 3rd degrees)• Build your on-page credibility, authority, expertise (Endorsements &

Recommendations)• Conduct social proofing: Followers of your Co. Page / Showcase Pages• Define and document your core audiences (3-4 to start) For Sales & Mkg.

SEO.

AFTER CONTENT• Produce and Promote smart, targeted content on LI (Wall, Groups, Pulse)

• Best practices: 50/50 of your time should be split between production and promotion of your content

• Convert visibility into leads, outcomes or at least measured branding• Call to Action: Insert multiple ones in your content• Landing Page: There is a quadrillion articles online about landing page

optimisation• Close your leads.

• Learn how to use a free, high-perf. email server (Mailchimp + Insightly) Do some A/B testing, measure your hard / soft bounces, etc.

• Pick up the phone. Take the relationship offline. • Measure and Repeat

• Increasing the visibility of a website in a search engine’s unpaid results - often referred to as "natural", “organic” or "earned" results. (UNPAID / INBOUND)

• The earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users (Inventory)

• SEO may target different kinds of search: Image search, local search, video search, news search and industry specific vertical search engines

• It’s not just Google• Search engines do not reveal their code (Whitehat / Blackhat SEO)• Winner takes all: First page gets >90% of the views. Of which F

3) Fundamentals & Trends: SEO

• Main tools:• Content and UX by a long shot

• Content: Still best factor. All search engine does is create rules to ascertain value of content and serve it in priority. Good content = Good SEO

• UX: On par / close second. How your visitors use your site, how long they stay, how much do they interact, how long does each page take to load on average, etc.

• Site indexation, sitemap, general health of the website (no broken links, broken CSS, WordPress plugins unresponsive, etc.)

• Keyword density: Now contextual semantical analysis:• Jogging equipment buy online = Running gear ecommerce site

• Alt Text of pictures• Meta-Tags

3) Fundamentals & Trends: SEO

• SEO is the organic result for search made on Google. It is often mistaken with PPC campaigns. Pay-per-click are:• Biddable Media• Also increasingly complex and now fantastically competitive• High intent / High cost

• FUTURE TRENDS:• 1) RankBrain: AI program used to help process Google search queries.

RankBrain uses AI to embed vast amounts of written language into mathematical entities, called vectors, that the computer can understand.• In practice the search  “How many tablespoons in a cup?”, Google’s Rank Brain will

show different results based on things like what country the search was made from.• Learns and recognises

3) Fundamentals & Trends: SEO

• 2) Accelerated Mobile Pages (AMP) https://www.ampproject.org/ • Open source collaborative project federating dozens of media and tech

companies to make mobile browsing as fast, compelling, and smooth an experience as on desktop. • https://www.youtube.com/watch?v=WrpkFROqR0Q

• 3) Real-time, integrated penalty filters • Penguin release. Data on your SERP is updated and refreshed every time Google

re-crawls and indexes them. This helps search results to constantly fight spam, dodgy links building.• In other words: It was not a great idea before, but it is less so now: Never, ever buy

backlinks off the shelf.

Future trends of conventional SEO

Future trends of conventional SEO

4) The Knowledge Graph is like a free billboard on Google's search results. Maximizing the real estate your Knowledge Graph occupies will further dominate search

results when customers search for your brand.

Rich answers and search snippets- Search result 1 becomes search result 2…- Information is supplied directly bypassing

webpage browsing

• Google is enjoying rent (“à la Microsoft”)• 1 Trillion searches a year. 40’000 queries per sec. • 75% of the entire market. All searches yielding multiple cash in-flows.• https://goo.gl/fVl0xc

• Searches happen more and more on Social• Average person has five social media accountsand spends around 1 hour and 40 minutesbrowsing these networks every day, accountingfor 28% of the total time spent on the internet.

A subjective opinion - The most important SEO Trend: Down

The rise and rise of Social Search

• Unlike Google — which scours the Internet before indexing content — Twitter’s search results are instantaneous. Marketers can discover what someone thinks about their company in real-time / seconds.

• Specialist social media platforms are bypassing traditional ones - Pinterest is an incredible search engine – think how many people look for and save recipes, home decorating tips, and a myriad of other things here. Social search continues to give life to evergreen content.

• Social search and networks are much more nimble. Google is continuously updating their software to counter a fantastic amount of us trying to “game it” = Algorithm complexity = Entry barrier

A subjective opinion - The most important SEO Trend: Down

• SOCIAL SEARCH VS. TRADITIONAL SEARCH• While social search engines, as relative newcomers, still lack market

share, more consumers are hunting for content across multiple channels. Ex: YouTube generates more search queries than Bing and AOL, despite not being a conventional search engine.

• Social search is more topical and relevant: Take Instagram: Their search feature allows users to find posts that aren’t always indexed by Google et al. Social search engines use their own, unique algorithms — based on a user’s interests and behavioral patterns — and deliver creative, compelling, must-click content for audiences.

Social Search & Influencer Marketing

• Influencer marketing focuses on key leaders to drive your brand's message to the larger market. Rather than marketing directly to a large group of consumers, you instead inspire / hire / pay influencers to get out the word for you.

• Influencer marketing works because it targets interested people across both social media and search. • Users discover new content by clicking on hashtags and trending topics.

They uncover brands that would normally languish on page 2, 3, 4 of Google’s search listings.

• They view content by start-ups and scale-ups and small enterprises, not just the same old brands that dominate traditional search results.

A subjective opinion - The most important SEO Trend: Down

• SOCIAL SEARCH VS. TRADITIONAL SEARCH• Social search engines provide users with up-to-the-minute content

based on trending and relevant topics. While the bulk of consumers still use traditional search engines to find information — 93 percent of online experiences start with a search engine — social search is booming.

• Social media now drives a huge 31 percent of all referral traffic, providing marketers with a massive return on their investment.

Social Search vs. Traditional Search• Surveyed B2B companies with 250+ employees allocate 55% of their annual marketing

budget for content creation and production (excluding promotional investments.) (Kapost) [Tweet This]

• Businesses that mainly rely on Inbound Marketing save more than $14 for every newly acquired customer. (State of Inbound Marketing) [Tweet This]

• By 2016, Marketers are expected to invest a whopping $2.4 billion on email marketing. (Web Strategies Inc.) [Tweet This]

• Mid-sized businesses save 31% on Inbound Marketing costs compared to paid search. (Eloqua) [Tweet This]

• The cost of 3 out of 4 Inbound Marketing channels is less than the cost of any outbound marketing channel. (Mashable) [Tweet This]

• Surveyed Marketers allocate 23% of their overall marketing budgets to outbound marketing and 34% to Inbound Marketing tactics. (Gannett Local) [Tweet This]

• Inbound leads cost 61% less on average than outbound leads. (HubSpot) [Tweet This]

Social Search vs. Traditional Search• Inbound Marketing Lead generation Stats• The average cost per lead drops 80% after 5 months of consistent Inbound Marketing. (

Eloqua)• Inbound Marketing yields 3 times more leads per dollar than traditional methods. (Kapost)• Nurtured leads make 47% greater purchases compared to non-nurtured leads. (The

Annuitas Group)• Properly executed Inbound Marketing tactics are 10 times more effective for lead

conversion compared to outbound methods. (Gartner) • Inbound Marketing can result in doubling the average website conversion rate from 6% to

12%. (HubSpot)• On average, brands that publish 15 blog posts per month convert 1,200 new leads per

month. (HubSpot)

4) A more integrated approach• SEO is still going to be a dominant force for years but it is worth

considering your 80/20 when you have to make tough calls with your marketing $. Also to use SEO to bolster your inbound marketing and social media:• Keywords: SEO allows you to know the most valuable keywords, that bring

most traffic / and or the most lucrative traffic. Use these in content. Natural voice content.

• On page SEO and UX optimisation: Integrating social sign-ins to your site can encourage discussion by making it easy to comment on your blog.

• Social sharing icons on your site • Google is measuring more and more social signals in their own results

LINKEDIN SPECIAL

• A few tricks and hacks since you’ve been so nice…

• Grow your network effortlessly and effectively by: • Searching LION members and sending invites. Schedule that in your agenda.

Will take you all of 50 seconds per week. 100% hit rate on “No-IDKs”• Inserting your LI direct URL in your email signatures, business cards, etc.

• Showcase pages: Get some! Multiply your online assets, and give each a more specific LI SEO value!

• Figure out network sizes: Ex.: https://goo.gl/yki59S - Go to “Recent Activity”• Use Boolean searches: ((Engineering Director) OR (Engineering Manager)

OR (Head of Engineering) OR (Lead Engineer)) AND ((LION) OR (LinkedIn Open Networker)) AND ((Dallas) OR (Texas) OR (Tx)) NOT ((Oil and Gas) OR (Natural Gas) OR (Oil))

• Jobseekers: Never ask for a job again. Ask for genuine company intelligence, and then apply, knowing EXACTLY, what you REALLY need to write in your application.

• Hide “viewers of this profile also viewed” – You are just giving a major “out” to your LinkedIn traffic. Zero use to you. You will benefit from plugging that hole, whatever you are on LinkedIn for.

• Check out your followers: Homepage – Followers. They like what you do!

• Check out who’s viewed your posts: Same same here.• Re-order your skills to showcase the most relevant ones.• Get recommended: By friends and family if you need to, but get at the

very very least 2 recommendations per experience. 5+ becomes good.

• Know your lead BEFORE contacting:• Go to your connection• Hit the arrow next to « Endorse » • Look at recent activity…

• Hide your connections from the competition…• Go to Privacy and setting – Privacy tab• Choose who can see your connections. Set to « you » (only)

• Hide the « viewers of this profile also viewed » - Plug that traffic hole• Optimise your keywords (header, title, content, body, etc.) LI is nowhere

near Google in terms of algorithm sophistication.• Rearrange the order of your groups so that the most relevant ones come

up first. Hide the ones you do not want to see listed (LION, etc.)

• Know the exact amount of connections of anyone• Enter name in search bar + hit the blue magnifying glass• You will see « 500+ » display in the preview results for that person• Hit that – You will see the exact # of connections they have in top-left corner

• Export your connections:• Hover over « My network » tab and click « Connections »• Click the gear icon on the top right corner• Under « Advanced Settings » click « Export LinkedIn Connections »• Choose your file type and export• (Warn your connections too – And be quick if you want to do this, LI had

disabled that feature only to backtrack temporarily)

NEVER PAY FOR INMAIL AGAIN:

Showcase your most pertinent skills first. Simply drag and drop. Remember this for any career change, product change, etc.

If you use Gmail, add « Rapportive » extension