Marketing Ideas for Print Association Leaders
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
John Foley, Jr.and Jason Pinto
PIA EducationDirectorsMeetingMonday, August 20th, 2012
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Today’s Overview
• Brief Introductions
• The Marketing Landscape
• How You Can Find Social Media Success
• Your Website: From a Static Brochure to a Sales Tool
• SEO: Getting Found to Make Sales
• Mobile Marketing: Reaching Your Audience on the Go
• Final Thoughts and Questions
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Brief Introductions
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Introductions: Who We Are
• John Foley, Jr.– @JohnFoleyJr– [email protected]
• Jason Pinto– @JasonPinto– [email protected]
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Introduction: Our Companies
► Grow Socially► Online Marketing/Social Media► Plan, Manage, Execute and Measure
► interlinkONE► Enterprise Marketing Management Software► Online Ordering, Inventory Management, Fulfillment► QR Code Management, Mobile Website Building
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Two Other Products to Know About
► iFlyMobi: Mobile Website Builder
► QReate & Track: QR Code Management
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
The Books
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
We Want To Know…
What are your biggest marketing challenges
today?
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
The Marketing Landscape
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Marketing Used to Be “Easier”!
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Social Media Statistics
955 Million Users on Facebook
NOTE: As of July 2012: http://www.mediabistro.com/alltwitter/social-media-users_b22556and http://searchengineland.com
400 Million Tweets Sent Per Day
72+ Hours of Video Uploaded every minute
170 million users
12 million users… and it’s addictive!
80 million users… and sold for $1 billion!
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
By the Numbers: Google
• 34,000 searches per second• 2 million per minute• 121 million per hour• 3 billion per day• 88 billion per month
Source: http://searchengineland.com
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
What is Inbound Marketing?
http://en.wikipedia.org/wiki/Inbound_marketing
“Inbound marketing is a marketing strategy that focuses on attracting prospective customers by offering useful information.”
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Content: Essential to Inbound Marketing
Source: http://mashable.com/2011/10/30/inbound-outbound-marketing/
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Inbound Goal: Drive INQUIRIES!
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Does That Approach Work? See Below
650
475
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Results: Thousands of Inquiries
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Results: Thousands of Inquiries
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Results: Prospects Raising Their Hand!
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
How YOU Can FindSocial Media Success
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
How do you view Social Media?
• Community• Conversation• Networking• Marketing• Relationships• Customer Service• Immediate Information• Platform
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012 Questions or Comments?
Phone 1.800.948.0113Email [email protected]
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.Copyright © 2012 Grow Socially, Inc. All Rights Reserved.
$
Optimize / Social FriendlyeNewsletter Sign-Ups
White PapersOffersEmailsPollsBlogs
Landing Pages
Get Noticed
Engageand
Nurture
Inquiries
Engageand
Nurture
Action – Publish – Engage – Converse – ShareStories, Information, Social Media posts Blogging
Analytics Content Mgmt SEO
Start with MKTG Plan
Product?Service?Asset?
Qualified and Budgeted
Buyers
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Plan! Strategy before Tactics!
Step 1: Describe the Business, Service, Solution
Step 2: Business, Service, Solution Goal
Step 3: Where Is the Audience Cyclically?
Step 4: How Does the Audience Use Social Media?
Step 5: The One Thing
Step 6: How Will You Humanize the Brand
Step 7: Content Resource and Distribution Strategy
Step 8: How Will You Measure Success?
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
More than a PR service! Focus on Conversations
• Twitter– Hashtags– Retweets– Twitter Chats
• Facebook:– Questions/Polls– Invite Comments!
• LinkedIn– Groups– Discussions
• Blog
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Social Reach / Viral Marketing
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
How to Measure Success?
• How many – Downloads– eNewsletter Sign-Ups– Blog Comments– Questions– Shared Links– Re-Tweets– Followers– Site Traffic
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Next… Specific Business Building Tips
• LinkedIn• Facebook• Twitter• YouTube• Foursquare• Pinterest
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
LinkedIn Tip: Update your Status Daily!
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
LinkedIn Tip: Complete Your Profile
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
LinkedIn: Company Page
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
LinkedIn: Answers Feature
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Facebook: Don’t Ignore Above the Fold!
Creating a page simply involves:
• Logo• Name• Content
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Facebook: Post a Variety of Content
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Facebook Advertisements Can Work!
Target Facebook Usersto Reach Your Target Audience!
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Twitter: Personal and Company Profiles
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Twitter: Advanced Search Feature
https://twitter.com/search-advanced
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Tip: FollowerWonk.com to Find People
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
YouTube: Tips for Success
• Feature variety of employees, mix up the tone
• Experiment with different backdrops, scenes, etc.
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Foursquare: Location-Based Marketing
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Pinterest: Buzz-worthy or Goal-Achiever?
• Visually tell the story of your brand!
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Don’t Forget! Align Tactics with Goals
Tactic Goal Key Steps
Facebook Fan page Increase awareness of services, generate leads
Post once a day; Custom Tab for demo registration
Twitter company page Become a thought leader, provide support
Post multiple times daily; share marketing-related news; active listening
YouTube Profile Humanize brand; create demand
Film weekly video of employee(s); create screencasts of customer successes
Pinterest Drive website traffic! Create boards to highlight portfolio work
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Your Website: From a Static Brochure to a Sales Tool
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Problem with Many Websites Today
• They are not updated frequently enough.
• The graphics, product & services listings, and text do not accurately reflect a brand’s mission statement.
• They are not generating leads.
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Remember: The Website is Home Base!
Integrating content creation, distribution, customer engagement, and measurement of your marketing efforts
can increase campaign effectiveness.
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Website Review: Online Marketing Audit
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Step 1: Your Target Audience
• What benefits them?
– It’s not your equipment.
– It’s the solutions & value that your people and equipment provide
– Make changes to pictures, front-facing content, benefit listings.
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Step 2: The Change Process
• What is the Process for Making Changes & Adding Content?
• Do you always need IT (in-house or outsourced) involvement?
• If so, consider making a change – CMS, different host provider.
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Step 3: Lead Generation
• How many leads does your website today?
• If it’s not enough, embed more lead-generation forms!
• Add calls-to-action to all pages!
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Step 4: Mobile Optimized
• Do visitors have to tap, zoom, scroll?
• Is there Flash?
• How long is loading time?
• Build a mobile website today!
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
SEO:Getting Found to Make Sales
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
What is Search Engine Optimization?
• Getting found!
• Using specified keywords
• Consistently updating your content
• Using links to and from other pages and websites
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Keyword Usage
• Build a well-researched list of keywords
• Incorporate in your content:– Page Titles (H1, H2 tags)– Website copy– Meta description– Image Names (Alt tags)
• Use throughout all content distribution
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Use Google Analytics to Understand Impact
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Content Rules!
• Google rewards fresh content --- update your website regularly!
• Create & provide content that informs, helps, and interests your audience!
• Best way to do this: start blogging.
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Inbound Links
• You want: inbound links from high-authority sites (trusted, popular, PR, etc.) with relevant content.
• How do you get them?– Create share-worthy & timely content!– Ask! Link-exchange– Comment on other blogs– Increase PR strategy and efforts
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
• Humanizing• Improves SEO
– Keywords– Links – Updated Information
• Give Expertise• Updates on Company
Activities• Sharing Information
Blogs: Crucial to SEO Success
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Be Ready for Mobile Search with a Mobile Site!
• Create a mobile website that is automatically presented to the growing number of smartphone owners!
• Tip: http://iFlyMobi.com!!!
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Measuring Your Success Tools: Google Analytics Social Media
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Final Thoughts onInbound Marketing
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Success Depends on All of These Items!
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Expo Event8AM-6PM
Send out flyers to clients
Announce on website
Email eNewsletter (Announce)
Tell colleagues you’re attending
Send thank you cards
Enter new contacts in Excel
Mail -Monthly Newsletter
This Takes Planning: Calendar #1
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Expo Event8AM-6PM
Send out flyers to clients
Announce on website
Email eNewsletter (Announce)
Tell colleagues you’re attending
Send thank you cards
Enter new contacts in Excel
Mail -Monthly Newsletter
Create Post, Link back to website
Announce on &
Comment on event’s page
Connect with Keynote Speakers on
Join in on event’s hashtag
Share speaking presentation on
Friend new contacts on
Share event article on
Share event article on
Announce booth # with video post
Follow-Up with Post & Post Pictures
This Takes Planning: Calendar #2
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
COMPANY WEBSITE
Social Media
SEO
DM/Flyer
Links
Other
Inbound and Outbound MarketingWork Together
Whitepapers,eBooks
Downloads
eNewsletter Sign-Ups
Comments & Questions on
Blog
Info/Inquiries
Webinar Sign-Ups
100 Visitors
2000 Visitors
800 Visitors
3500 Visitors
CRM
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Wrap Up
• Start with a Plan• Create a Online Marketing
Strategy• Incorporate Your Social
Media, SEO and Website
• Measure the Results!
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Resources for You
► Free White Paper on Inbound Marketing!► http://InboundMarketingWhitePaper.com
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Mobile Marketing: Reaching Your Audience on the Go
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Mobile is Shaking up Marketing!
• Mobile Devices (Smartphones, Tablets)
• QR Codes
• Near Field Communication (NFC)
• SMS/Texting
• Augmented Reality
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Smartphone Sales
• In 2012, 657 million smartphones predicted to be sold, up from 459 million in 2011 (JP Morgan)
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Smartphone Adoption
50% Smartphone Adoption in the U.S.
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Smartphone Domination
Source: Morgan Stanley
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Proprietary vs. Non-Proprietary
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
How Can They Be Used?
• Let’s look at some QR Code solutions in action!
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PURL, QR Code: Registration Page
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For Self-Promotional Efforts
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To Promote Product Launches
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To Drive Sales
• Mailer for buying tools online
• Included two response mechanisms
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Appointment/Scheduling
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Fundraising/Donations
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Event Promotion
Watch it at: http://ilnk.me/JPQRVideo
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Tip: Shorten the URL!
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Tip: Provide Clear Directions
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Tip: Important! Include Padding
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Tip: Mobilize the Website
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Tip: Test, Track, Measure
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
What To Look for In a Creator
• Can you change the URL?• Does the solution shorten the URL?• Bulk-Upload Capability• Measurement and Tracking?
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Creating QR Codes for PURLs
• Upload Your Mailing List• Generate the PURLs• Export the list, including the PURL
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Mobile Sites: Necessary!
= Source: http://www.flickr.com/photos/23844524@N03/5002051362/
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Mobile Website Goals
• Quick Loading Time
• Easy to Read
• Simple Interaction
• But Still RelevantAnd Useful!
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Key Thoughts Before Building
• Treat the needs of the “on-the-go” user differently than those of a desktop/laptop browser.
– On-the-go or in a rush– Extremely interested in the offer –
help them take immediate action.
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Tip: Trim your content!
• Prioritize and simplify – only include the most important points, links, etc.
Photo Credit: http://www.flickr.com/photos/nicmcphee/
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Tip: Include Forms to Capture Data
• Simplify Forms: Limit Use of Open-Ended Questions, # of fields in general.
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Final Thoughts
• QR Codes can work successfully – but you must follow best practices
• Mobile websites must be simple, but they can also be a great way to capture leads, generate sales, and more.
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HOW YOU CAN BENEFIT: AUGMENTED REALITY
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Augmented Reality Becoming Accessible
Source: Juniper Research
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Interactive Print & Mail: Layar
Watch the video: http://ilnk.me/LayarVideo
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Using Layar to Augment Reality
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Aurasma
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Getting Started with AR
• Start experiencing it yourself – download the Apps, test, play, & get inspired!
• Check out Kevin Keane’s list of AR apps
• Augment your own material.
• Start talking about it to clients!
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
HOW YOU CAN BENEFIT: NEAR FIELD COMMUNICATION
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
NFC: Lots of Potential Uses!
• “Near field communication, or NFC, allows for simplified transactions, data exchange, and connections with a touch”.
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Tap To Connect!
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NFC vs.QR Codes
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
NFC & Location-Based Marketing
• NFC can be used to make mobile actions easier to complete… check-ins, transactions, registrations, and more!
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Getting Started with NFC
• Check if you have a phone that is NFC-enabled
• Sign up for news sites and Google Alerts that mention and highlight NFC campaigns
• Start mentioning it to your clients!
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MOBILE PAYMENTS
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Square
• Easily accept credit cards from mobile devices
• 2.75% per swipe – no other fees
• Selling anything at your next show?
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Custom Apps
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Should You Have a Mobile App?
• Pros– It’ll Create Buzz
– Could Provide a Great Experience for Customers & Prospects
• Cons– Requires
development across multiple platforms
– Comes with an additional barrier of entry (find app, DL)
– Lots of Apps Stink
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
• Mobile is not just a trend, or buzz-worthy: it’s a major disruptive influence on the world of communications & marketing.
• The Time is Now: Mobile-Optimize Your Content and Start Reaching the Mobile Audience.
Final Thoughts on Mobile
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How Can YouHelp Your Members
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Let’s Discuss!
• Webinars• Content• Email Templates• Landing Page Templates• Monthly Newsletter of Marketing Tips• Set the Example!
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Why Did We Create MARCOM University?
• Inbound Marketing is absolutely critical to a company’s lead generation and lead nurturing efforts today.
• The success of inbound marketing tactics, such as social media, SEO, blogs, etc., depends on having compelling and relevant content.
• However, many companies today do not have the content they need to succeed.
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
What is MARCOM University
• MARCOM University is an online portal that will allow for companies to easily access content that they can repurpose for their own marketing efforts.
• Each registered member will be able to download the source/native files and then rebrand and post the content accordingly.
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What type of content does MARCOM University have?
• White Papers• Blog Posts• Newsletter articles• eBooks• Video scripts• Podcast outlines• Case Study templates• And more!
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
MARCOM University: A Sneak Peek
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
How Does the Process Work?
The MARCOM UniversityContent Database
Step 2: The content is added to the database:•Preview Versions•Native files for rebranding
Step 1: The Content Creators: They will produce White Papers, newsletter articles, and more!
Subscribers
Company A
Company B
Company C
Association Members in Here!
Step 3: Downloading ContentMembers can download andrepurpose the available content!
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Where do You Fit In?
• You can increase the value that they offer to their members by providing access to content that they can not only learn from, but that they can also use within their own marketing efforts.
• You can rebrand the MARCOM University portal for your association, and then sell access to your members directly!
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
A Few Ways We Can Help
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Grow Socially Service Offerings
Strategic Marketing Planning Branding Consultation
• Three options for new look and feel
• Messaging and Positioning• Incorporate into all
marketing channels
• Phased Approach• Due Diligence• Create Road Map• Deliverable is a two year
plan including resource projections
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Grow Socially Services
Social Media Marketing Website Consulting & Design
Consulting Search Engine Optimization
• Management• Planning• Analytics
• Strategic Marketing Plans• Business Plans• Ad Campaigns• Social Media Audits
• Analytics• Functionality• Engaging
• SEO Grader• Improve Keywords• Increase Organically
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
iFlyMobi: Build Mobile Websites
• 14-day free trial --- We know you’ll love it!
• http://iFlyMobi.com
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
More Resources for You
► http://GrowSocially.com
► http://interlinkONE.com
► http://iFlyMobi.com
► http://Twitter.com/GrowSocially
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Contact Grow Socially
► 1.800.948.0113
► Twitter.com/GrowSocially
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Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
Have a great afternoon.
THANK You!