Introduction To Inbound Marketing by Bob Evans

An Introduction To Inbound Marketing
By Bob Evans

http://www.ph-creative.com/blog/posts/2013/june/know-your-seo-from-your-elbow-using-the-best-tools-for-the-job.aspx

PC View
Mobile
RESPONSIVE WEBSITE DESIGN

What is the Definition of
Inbound Marketing?

Inbound Marketing:
“A marketing strategy that places you
in front of customers during their
discovery and research phase -
throughout the buying cycle”

NAME SOME
INBOUND MARKETING ACTIVITIES

CONVERGANCE OF INBOUND MARKETING

http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html

Why?
Because we Think Different
Famous 1984 advertisement
Steve Jobs was a fantastic story teller
He created theatre and drama very well

Local Authority Social Housing Industrial Petro Chemical Paper Commercial
Building ✔ ✔ ✔ ✔ ✔ ✔
Civil ✔ ✔ ✔ ✔ ✔ ✔
Electrical ✔ ✔ ✔ ✔ ✔ ✔
Cladding ✔ ✔ ✔ ✔
Insulation ✔ ✔
Reach 9 6 7 7 8 6
Profit 5 7 8 9 9 7
Life Time
Value
5 8 8 8 8 5
Score 225 336 448 504 576 210
Marketing Matrix
Marketing Strategy
An Example

Local
Authority
Education Social
Housing
Industrial Petro
Chemical
Paper Commercia
l
Architect ✔ ✔ ✔ ✔ ✔ ✔ ✔
Engineer ✔ ✔ ✔ ✔ ✔ ✔ ✔
Estate
Manager
✔ ✔ ✔ ✔
Project
Manager
✔ ✔ ✔ ✔ ✔ ✔ ✔
Works
Engineer
✔ ✔ ✔ ✔
Mechanical
Engineer
✔ ✔ ✔ ✔
Process
Engineer
✔ ✔ ✔ ✔
Electrical
Engineer
✔ ✔ ✔ ✔
Case Studies
4 4 4 6 6 6 6
Communication Persona’s Marketing Strategy

Got a questions...?
@googledave
@phcreative
But how do you find them?

The Facts & Channels Explained

https://followerwonk.com
Source Key Word
Analyse followers – People who influence
Compare followers of
influence with social
authority

!
Matching ideal content types to
your specific personas is powerful!

LIST DIFFERENT TYPES OF
ONLINE CONTENT?

Entertain
Inspire
Educate
Convince

Got a question?
@googledave
@phcreative

http://app.buzzsumo.com
• Identify which types of topics people love to share
• Identify content formats that work
• Identify catchy headlines
• Discover influential authors

Add to lists, tweets
See what they share, network with, what they like?
Steel with pride and improve

Export and learn
https://socialcrawlytics.com
Crawl your website to analysis which pages have been shared

http://www.youtube.com/watch?v=ZUG9qYTJMsI

You need the right tools and tactics for the job

http://www.hubspot.com https://hootsuite.com

BUFFER QUICK AND EASY
https://bufferapp.com

Buffer Chrome App
• Direct from browser
• Fast and simple
• Post or share later
• Pick your channels
https://bufferapp.com

WHY YOU NEED USE GOOGLE+
Get your content read and ranking faster
• Faster indexing of your content
• Extended circles, means you influence your
followers and theirs
Authorship Tag = Identity
• Have you set yours up?
AuthorRank is coming!
• How authoritive and interesting are you to your
audience?
• Share-ability of authors content
• Number of people in your circles and how many
you are in
• Engagement levels of your content

http://www.searchenginejournal.com/eye-tracking-study-importance-using-google-
authorship-search-
results/71207/?utm_source=twitter&utm_medium=social&utm_campaign=short

Social Media Share Group
 The more Google + and other quality shares the higher you
rank
 Create a share club with say 50 people and carefully share
content
 Focus on Key Words and Landing Pages

OLD SCHOOL SEO
Over optimisation
Unnatural content
Unnatural links
Keyword stuffing
Poor user experience
Leads to the darkside!

PANDA AND PENGUINS MADE THIS HAPPEN

GOOGLE HAVE A
‘JEDI’COUNCIL

OVER 200 FACTORS INFLUENCE SEARCH
Keywords (targeting and acquisition)
• Improved sematic and contextual understanding – meaning, not just
words
• Don’t spam, keyword stuff
• Keywords, long tail, context, location, device, experience
• Schema.org markup – use it
• Get ready for voice search – that’s what Google is doing!
Relevancy (on page SEO – behaviour and conversion)
• Focus on your users, give them what they want, where when
• Freshness of content – how often do you change yours?
• Must be unique and valuable to your user persona’s
• Content strategy, evolves, purposeful, hot topics, contagious, identify
intent, needs, problems and become the authority in your business area

OVER 200 FACTORS INFLUENCE SEARCH
Recommendation (off page SEO / Google Penguin)
• Commit to outreach and engage with communities
• Create content your audience will care about
• Will people vote for you with inbound links?
• Social mentions is ‘word of mouth’ marketing and builds links
• Use Google+ and gain ‘authorship’ and your ‘identity’
• Manage you link profile, assess risks and take action
• Content can’t sit in isolation, needs to be shared and engage influencers
– are you focused on them? Do you know who the are!?
Experience (Google Panda – behaviour and conversion)
• Be fit for mobile devices – Google prefer mobile responsive
• What do users ‘think’ of your pages? Find out.
• Reduce clutter and friction
• Don’t keep people waiting – improve load times
• Do all you can to engage and ‘romance the share’

“Think visibility rather than rankings.
Rankings vary from user to user,
device and location.
Focus on the user, keyword themes
and behaviour”

Competitor Analysis – What can we learn?
http://www.semrush.com/uk

Key Word Ranking
http://www.semrush.com/uk

https://www.google.com/webmasters
Home Page

Dash Board

This is why Google+ is important

http://www.buzzstream.com/
How to obtain high quality relevant links

Seek out influencers in your area of content

• Analyze the metrics
• Outreach
• Find out what content they are looking for
• Connect with them

Name CRO activities?
(Conversion Rate Optimisation)

http://www.google.com/analytics/
Do visitors travel where you want them to travel?

Improve Bounce
rate to improve
conversion
An Important Matric

All digital roads lead here...
o Where does your website fit into your overall marketing strategy?
o Why do you need to optimise?
o Improving your organic search results
o Improving conversion

What does your website need to do?
o Generate sales
o Generate new leads
o Build brand awareness and perception

Understanding your users
o Why are they visiting your website?
o Where have they come from?
o What do they want to achieve on any specific page?
o Are they finding what they need? Or leaving?
o Bounce rate: higher than 60%?
o Conversion rates

Seeing your site the way visitors do
• How do people scan a page?
• What can they see above the ‘fold’?

Making your website work harder:
a checklist
Main top headers
• 80% of users see this first
• Make it count!
• Keep things familiar

a checklist
Simple navigation
• Avoid jargon
• Use clear 'sign posting'
• Most important info on left side

a checklist
Headlines
• Relevant to user
• Clear and concise
• Relevant to page

a checklist
Hero image
• Show service or product
• Use photos to guide actions
• Don't use stock images

a checklist
Video
• Customer testimonials
• Short and sweet

a checklist
Data capture/sign-up forms
• Consider design
• Test messaging
• Less is more

a checklist
Buttons
• Consistent color
• Drive call-to-action
• Make them bigger
• Contact options

a checklist
Trust indicators
• Social proof (reviews, ratings)
• Customer testimonials
• Guarantees

a checklist
Benefits
• Focus on benefits for users
• Show how you solve problems

a checklist
Repeat call-to-action
• Especially for long page copy

A few more tips to keep top of mind...
o Always be testing
o Think about mobile
o Don't forget your thank you pages

Changing Button Color to Red
Increases Conversions 21%
http://blog.kissmetrics.com/100-conversion-
optimization-case-studies

The action oriented headline and copy earned a
38.3% conversion rate, 93% better than the original.

Conventional wisdom says that adding security badges on your site
would increase conversions, and 8 or 9 out of 10 times it would.
This is one of those rare times when it didn’t. Always be
experimenting, you’ll never know what you can remove to increase
users.

http://www.crazyegg.com/
HEAT MAPPING

http://www.conversion-rate-experts.com/understanding-your-visitors/
VOICE OF THE CUSTOMER UNDERSTANDING YOUR VISITORS

WHAT COULD YOU TEST TO
IMPROVE YOUR CONVERSIONS?

Pages Content Traffic Device
Landing pages Copy / Message Organic Desktop
Data Capture Call to action PPC Tablet
Live chat Promotion Social media Smartphone
Sales funnels Colours Affiliate SMART TV
Shopping cart Social proof Geography Google Glass
Template style Video W'end v W'day Voice search
Squeeze pages Images New & repeat
Interactive/Flash Long v's short Demographics
Dynamic Buttons Behavioural

Set GOALS
 More Forms Completed
 More Incoming Calls
 More On Lines Sales
 Improve Brand Awareness
 Reduce Marketing Costs
 Measure For Continuous Improvement
Work Smarter

Got a question…?
@googledave
dave@ph-creative.com
Be remarkable

Got a question…?
@googledave
dave@ph-creative.com
Give People Goosebumps

Where Do I Start?
Step 1 – Develop your Digital Strategy to give you a road map
Step 2 – Create an action plan to implement the tactics
Step 3 - Set up all analytics to measure performance
Step 4 – Take massive action in terms of communication
Step 5 – Learn and adjust as you go

Get Your Digital Strategy
@Businessbob
email: bob.evans@yibp.co.uk
Web: www.yibp.co.uk
@businessbob - Hi Bob can you get in touch
I am interested in a digital strategy for my
business

Introduction To Inbound Marketing by Bob Evans

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