Mary McKnight: Inbound Marketing Presentation

Click here to load reader

download Mary McKnight: Inbound Marketing Presentation

of 24

  • date post

  • Category


  • view

  • download


Embed Size (px)


Inbound Marketing presentation given Sept 30, 2009 covering SEO, SEM, PPC, social networking, blogging and email marketing. This is a concise and complete plan for small business online marketing.

Transcript of Mary McKnight: Inbound Marketing Presentation


2. 2009 State of Technology Mary McKnight, 3.

  • Outbound Marketing
  • Inbound Marketing

The Shift in the Sales Process Mary McKnight, 4. Where do leads come from? If 51% of your leads come from your online efforts, 51% of time and money should be dedicated to your online strategies.Mary McKnight, 5.

  • On Page SEO
  • Off Page SEO
  • Domain & URL structure
  • Title tags & meta data
  • Rich, relevant content with strong internal and external linking
  • Backlinks from authoritative domains with quality anchor text

SEO 16% of leads Mary McKnight, 6. Search Volume

  • Google :: 70.93%
  • Yahoo :: 16.58%
  • Bing :: 8.91%
  • Ask :: 2.54%
  • AOL :: .28%
  • *Data from Hitwise.com2009 Search Study
  • *Chart from SEOmoz2009 Ranking Factors

Mary McKnight, 7. What is natural first page Google placement worth?

  • 1. 56% of clicks
  • 2. 13% of clicks
  • 3. 10% of clicks
  • 4. 4% of clicks
  • 5. 5% of clicks
  • 6. 3% of clicks
  • 7. .4% of clicks
  • 8. 3% of clicks
  • 9. 1% of clicks
  • 10. 3% of clicks

Mary McKnight, 8. Finding the right keywords

  • Make sure the keywords you are targeting have value.
  • Use research tools likeSEO Books Keyword Tool
  • Determine the traffic value of #1 position for a prime keyword using this formula ::
  • Total Daily Traffic for Keyword x 56% = Total Estimated Traffic to Site
  • Ex. 159 x 56% = 89 visitors per day from Google

Mary McKnight, 9.

  • Database Collection
  • Outbound Efforts
  • Website/blog RSS feed
  • Newsletter
  • Twitter
  • Facebook fans and groups
  • Specialized db of past clients & prospects
  • Only send something when you have something important to say
  • Group contacts based on interest or type and message them with targeted content
  • Always include a call to action that links back to your lead generator
  • Keep messages short and use accepted copywriting practices

Email Marketing 14% of leads Mary McKnight, 10. Fast Facts

  • 80% of consumers subscribe to permission-based email messages from companies.
  • 71% of U.S. online marketers have used email marketing in the past 12 months, and an additional 12 percent plan to use it within the next 12 months.
  • U.S. Internet users spend 15% of total Internet time one mail.
  • JupiterResearch forecasted that email marketing spending will grow to $2.1 billion by 2010 in the United States.
  • According to Forrester, the value of the email marketing market will grow by 12% per annum, hitting $2.3 billion in 2012.
  • Email has among the highest return on investment (ROI) index of all marketing channels.

Mary McKnight, 11. Resources

  • Be sure to include a link to your property search and lead generator in the signature line of your email (this link is 10 times more likely to be clicked than a link to your homepage)
  • Make your email signature a call to action! The best call to actions are specific like search 143K homes for sale in Orlando today or save $120K on recent foreclosed homes now
  • Graphical call to actions are 10 times more likely to be clicked than text links on both email and your website
  • Touch or drip email campaigns of 8 emails per year create 30% more business per annum from your existing database.

Mary McKnight, 12. Authentic Messages Create Customers Mary McKnight, 13.

  • Why Pay for Traffic?
  • Best Practices
  • Pay Per Click Campaigns on Google generate immediate targeted traffic to your site
  • If implemented correctly they have very high conversion rates
  • Set a budget based on keyword value
  • Hire an AdWords professional (typical fee 15% of campaign)
  • Direct PPC traffic to conversion landing pages, NOT your home page!
  • Use split testing for ads
  • Use geo targeting for ad buys
  • Measure your results

PPC 13% of leads Mary McKnight, 14.

  • Conversion Page
  • Conversion Paths
  • Conversion pages are designed to convert visitors to customers
  • They offer little text and many places to take action that result in generating a lead or a sale
  • Ideally, there is little else a visitor can do on a conversion page other than take action and convert

What Kind of Pages Do You Buy Traffic To? Mary McKnight, 15. Facts & Tools

  • Adwords Traffic Estimator
  • 28% of all search traffic in Google goes to the sponsored paid links
  • The #1 position is not always the most profitable in PPC
  • The combination of first page natural and paid search can increase your traffic by more than 300%

Mary McKnight, 16.

  • The Networks To Use
  • Productivity Tools
  • Facebook 300M
    • Personal Page
    • Business Page
    • Group
  • Twitter 44.5M
    • Sharing
    • Conversation
  • LinkedIn 43M
    • Business Growth
    • Talent
    • Employment
  • 49 Amazing Social Networking Stats
  • Friend Feed
    • Aggregates social content
    • Pushes content to Twitter
  • Google Reader
    • RSS reader
    • Allows you to share content
  • Tweet Deck
    • Desktop/mobile Twitter client
    • Allows you to publish to multiple accounts

Social Networking 8% of leads Mary McKnight, 17. Action Items

  • ALWAYS fully fill out your social profile and include your web address.
  • Talk to others 12 times more than you talk about yourself
  • Aggregate and distribute your content among your social profiles for efficiency
  • Prior to the advent of online social networks, the accepted Dunbar number (average number of friends a single person can keep in touch with) was 150
  • Tools like Facebook, MySpace and Twitter, when used correctly can increase that number 10 fold
  • Social networks can be used effectively to drive traffic and business back to you and your website

Mary McKnight, 18. Facebook

  • Most affluent users of any social network
  • 300 million users
  • The largest group of users is over 25 years old
  • System offers advertising, group and business page creation and the ability to segment friends for targeted messaging

Mary McKnight, 19. Facebook Strategies

  • Personal Page (Wall)
  • Business Fan Page (customized )
  • Local business or real estate group with regular messaging
  • Continued friend acquisition
  • Organize your friends into lists so you can message them appropriately
  • The name of the game is sharing things that interesting to your industry and business and to you personally!

Mary McKnight, 20. Twitter

  • 44.5 million users
  • 1382% growth in usage from Feb 08- Feb 09
  • 81% are 25+ years old (median age 31)
  • 58% have a college degree
  • 53% female
  • 35% live in urban areas
  • 55% live in suburban areas
  • 83% of users earn more than $30K/year
  • 10% of users earn more than $75K/year
  • * Twitter Statistics

Mary McKnight,