2. Outbound = Offline
Finding Customers through ‘Interruption Marketing’
Direct Mail, cold-calling, TV, advertising, brochures, trade shows, etc.
‘Buying people’s interest in what you are selling’
Inbound = Online
Customers Finding You through good online content
Web, SEO, Blogs, Social Media, etc.
‘Earning people’s interest instead of buying it’
4. How to Get Found:
Create a keyword strategy
Optimize your website
Create a blog
Develop marketing offers
Promote offers through social media
Convert website traffic into leads
Follow up on leads with targeted messages
Optimize your marketing for mobile viewing
NB
60% of internet users now use their smart phones to check the web -
by 2014 this will overtake desktop usage.
5. Explain more about social media?
Is my web site ok?
Is Blogging that important?
What should I ‘talk’ about?
I don’t understand SEO
6.
7. Understand your target audience, your goals and anticipated time commitment
Choose the networks that fit into the above and forget about the rest.
Understand social media etiquette:
* Frequency and consistency are the keys to social media success
* Do not over-commit
* Do not over-share
* Be social, not selfish
* Follow the rules (they all have them!)
* Do not be a spammer
* Make smart connections
* Give credit where credit is due
* Keep it PG and PC
* Be patient
8. If you have a web site, ask yourself these questions:
Is my website attractive and engaging?
Does my website have a strong call to action or message?
Is the content structured in an easy to understand format?
Is the website navigation easy?
Is my website linked to my Social Media networks
Do I have a blog?
Can visitors easily contact me or find my location?
Check your site’s marketing capabilities by running analytic tools:
www.woorank.com or www.marketing.grader.com
Perhaps you DO need a new web site
and if you don’t have a web site - you should !
.
9. Plan each page as if it was a web site in its own right, with clearly defined headings,
graphics and calls to action
Consider the following:
Purpose
What is the purpose of the site? What do you hope to accomplish by building this web
site?
Target Audience
Who are the specific group of people you need to target?
Technology
What technical features do you need? CMS and Shopping Carts, etc.
Content
What kind of information will the target audience be looking for
on your site?
Remember that Content is King!
11. Write your first draft
Cut it in half
Cut it in half again
Add bullets or numbered lists where possible
Content is Not Just Text !
Images
Documents
Audio (i.e. Audioboo)
Video (i.e. embedded from YouTube)
Blog and RSS feeds (Twitter/Facebook stream)
.
12. Family members or friends building your site
Dodgy developers – Pick a project developer by reputation and
check their referees !
Ignore your own preferences
Focus on the users and goals
If you pay peanuts you may get monkeys!
Be wary of Flash
Above all be flexible, be brave
and think outside the box!
13. Your blog is the home of magnetic content
Inbound marketing starts with blogging
A blog is the best way to attract new visitors to your
website
Companies that blog get 55% more leads than those
who don't
A blog is a perfect medium for delivering regularly
changing web content to your web site
14. What to talk about?
Products and services
News & Promotions
Successes and innovations
Satisfied customers
Happy employees
Future plans
The Result:
Creates Awareness
Develops Relationships
Establishes Credibility
Wins New Business
15. Search Engine Optimisation – the basics
Web Search Engines:
They create listing by crawling the web – called spiders, algorithm, bot, etc.
They Read text – not images
They index, calculate, merit relevancy
and retrieve
Search engines find you through your key words
Key words are used in your source code as well as your site
content
16. Key words, Meta Data, Tags?
Your “key words” are the words that you are optimizing
your site for
Your "meta-tags" are the words that
you put inside your site's pages
Help in sourcing your Keywords can
be found:
http://marketsamurai.com
http://www.google.ie/adwords/
17. What is the Source code?
Right-click your mouse on any web page and you will see
18. Your meta data includes
Your Page Title
Your Page description
Your Keywords
19. Your meta data
Page Titles
Write your title for your visitors
Keep it under 66 characters
Use your primary keywords & keyword phrases
Your Page description
Write your description for you visitors
Use 20 – 25 words or 255 characters
Utilise your top 2 keywords
Create a different description for every page
Above all – keep it real!
20. The end brings us to the beginning!
….and brings us to the end of
our whistle stop tour on
Inbound marketing!
Notas del editor
catalyst colleagues and thanks to the organisers for giving me for opportunity of speaking to you this evening.Fota House Like to share some insights and hopefully give you a few tips to help with your online marketing.
Facebook attracts 734.2 million unique visitors a month and half of TV viewers Tweet about TV shows, Pinterest is gaining ground…. and the list goes on.Choosing Networks If your colleagues are on LinkedIn but your potential clients are on Twitter, then stick to those sites. If your business has a strong following on Facebook, then focus on engaging your fans there.
GoalsDo you want to provide information, promote a service, sell a product, etc.Most focus on making money or share information.Target:picture the ideal person, your ‘Buyer Personas’ who you want to visit your web site ContentAre they looking for specific information, a particular product or service, what?
Creating AwarenessDeveloping RelationshipsEstablishing CredibilityWinning New Business
RSS Rich Site Summary a format for delivering regularly changing web content. Documents - (usually PDFs) ContentAre they looking for specific information, a particular product or service, what?
In order to get found by prospective customers, you need to have content that attracts them
In order to get found by prospective customers, you need to have content that attracts themWe have talked briefly about social media, web site builds, blogging and what to blog about which leaves us with SEO and about 2 minutes!
To see you
Key words – for example, for Fota House is would be something like historic house, regency house, visitor attraction Cork