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Principles and Practices
Keywords/phrases

          Refine your 4 - 6 keywords or phrases for you/your business that
          you think you can “own” to improve search results

          • What kind of research did you do?
          • What keywords/phrases did you decide on?
          • Why did you choose them?




SOCIAL MEDIA
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
1.  Social Media Strategies

          2.  Content is King: Creating Content that gets Found and
              Shared.




SOCIAL MEDIA
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
Principles and Practices
Social Media is a set of Internet tools that facilitates interactive
          communication and often times the creation and sharing of user-
          generated content.




SOCIAL MEDIA
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
SOCIAL MEDIA
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
SOCIAL MEDIA                                                                                             Image from Technorati




Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
SOCIAL MEDIA
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
SOCIAL MEDIA
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
SOCIAL MEDIA
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
• 1 of every 8 minutes online are on Facebook

          • 750 million active users

          • 65% of users are 26-64 years old

          • 45% of users are 35+




SOCIAL MEDIA                                                                                      Data from InsideFacebook.com




Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
• Have a presence for people that are looking for your products/
          services

          • Develop a community around your brand

          • Connection with current clients and potential clients

          • Promote your content (blog articles, videos, etc)

          • Of course, generate business leads



SOCIAL MEDIA
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
1.  Share great content

          2.  Build your audience

          3.  Repeat




SOCIAL MEDIA
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
SOCIAL MEDIA
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
• Be interactive and engaging; offer something of value (videos,
          insights, tips, links, contests, sneak peaks)

          • Ask questions, ask for help

          • Integrate Facebook with your existing means of communications

          • Integrate with email list (grow list, grow Facebook network)

          • Pay attention. Listen.



SOCIAL MEDIA
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
SOCIAL MEDIA
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
• Average 200 million tweets per day

          • 250 million active users

          • 9th largest site in the world

          • 83% are 26+ years old

          • 53% are 35+




SOCIAL MEDIA                                                                                      Data from InsideFacebook.com




Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
1.  Share great content

          2.  Build your audience

          3.  Repeat




SOCIAL MEDIA
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
Company vs Personal Profile




SOCIAL MEDIA
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
• One major difference is that most tweets are indexed and can be
          searched in real time

          • This gives us the ability to listen and respond in real time


          • Timing can mean everything in decision making




SOCIAL MEDIA
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
SOCIAL MEDIA
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
SOCIAL MEDIA
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
SOCIAL MEDIA
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
• Choose keywords/phrases (brand name/products a must)

          • Use software to track (TweetDeck, Monitter, TweetBeep…)

          • Narrow geographically

          • Don’t be creepy

          • If you can, offer help or something of value

          • OK to give link to product or discount if they’re in buying phase


SOCIAL MEDIA
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
SOCIAL MEDIA
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
• 116 million users

          • 77% are 25+ years old

          • 42% are 35+




SOCIAL MEDIA                                                                                      Data from Amodiovalerio Verde




Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
• Have a presence for people that are looking for you/your
          company or organization

          • Develop a community around your brand

          • Connection with current clients and potential clients

          • Promote your content (blog articles, videos, presentations, etc)

          • Of course, generate business leads



SOCIAL MEDIA
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
1.  Complete your profile, update quarterly

          2.  Grow your network (if you’d accept a business card from
              them, accept them on LinkedIn)

          3.  Use apps to sync up business content




SOCIAL MEDIA
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
SOCIAL MEDIA
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
SOCIAL MEDIA
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
• Another place for your content to be found

          • YouTube is the 2nd largest search engine

          • Use keywords

          • Others can share and embed video




SOCIAL MEDIA
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
SOCIAL MEDIA
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
• Peer review sites are important to your business

          • You shouldn’t post content in the form of reviews for your own
          business here, but can claim your business and make sure there
          is accurate information and some consistent language

          • Encourage customers to share their positive experiences,
          photos, tips, etc on peer review sites

          • At the very least, you should pay attention



SOCIAL MEDIA
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
SOCIAL MEDIA                                                                                             Image from Technorati




Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
SOCIAL MEDIA
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
SOCIAL MEDIA
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
• Shouldn’t take all day every day

          • The cost of social media is paying attention and staying engaged

          • Decide what’s important and what you’ll measure

          • You can monitor social media in 15 minutes a day




SOCIAL MEDIA
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
SOCIAL MEDIA
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 


          • Interactions

                 • Page Likes

                 • Wall Posts

                 • Comments

                 • Post Likes




SOCIAL MEDIA
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
SOCIAL MEDIA
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 


          • Questions about your company or your products

          • Questions about your industry

          • Requests for help with your company or your products

          • Complaints or compliments about your company or your
          products

          • Mentions of your competitors’ company or products

          Remember – use keyword monitoring tools to help


SOCIAL MEDIA
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
SOCIAL MEDIA
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 


          • LinkedIn Answers

                 • Showcase your expertise

                 • Link back to site/white paper/blog

          • LinkedIn Group Discussions

                 • Respond to something relevant




SOCIAL MEDIA
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 


          • Monitor your own blog

          • Monitor relevant blogs with high authority (Technorati)

          • Monitor your brand name, keywords, products, etc

          • You can subscribe to Google Alerts, RSS feeds of blogs, Twitter
          searches, etc and send them all to a reader




SOCIAL MEDIA
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 


          • 4 minutes – log in to Facebook and review your Wall

          • 3 minutes – scan and flag LinkedIn questions

          • 4 minutes – scan Twitter chatter about you, your products, your
          competitor

          • 5 minutes – scan your feed reader for blog posts, Google Alerts,
          etc

          If you have another few minutes to spare, keep record of the
          efforts


SOCIAL MEDIA
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
• Build relationships

          • Pay attention (monitor/listen) and engage your network

          • Give

          • Provide great content…




SOCIAL MEDIA
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
Questions?




SOCIAL MEDIA
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
Principles and Practices
• The most important job in being successful in inbound marketing

          • Do not hand it off to an intern, your niece or somebody who isn’t
          intimately involved in the brand and a strong communicator


          • Content should be timely, creative, engaging, relevant and
          above all else – valuable

          • Content should be strategic


CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
• So, what do you write about?

          • How often do you write/create content?




CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
• Develop an “editorial calendar”

          • Create a plan for what you’ll
          create and when and how you’ll
          share it




CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
• What are your business goals/objectives?

          • What does your brand stand for?

          • What do your clients want?

          • Who will create content? Where will we share it?


          • What design/technology/production/etc will be required?


CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
• How about 52 ideas for creating content?




CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
Top 5 or Top 10 List



CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
5 Ways To or 10 Ways To List



CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Check Your Email Inbox and
          Outbox for Ideas


CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Share Links to Something
          Interesting and Relevant


CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Create a Quick Video Instead of
          Typing it


CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Interview Somebody (record,
          write, both)


CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Share the Lessons Learned



CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Show and Tell



CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Comment on Current Events



CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Share Your Favorites



CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Take a Poll



CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Ask Questions



CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Get a Guest Author



CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Charity Work



CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Employee Spotlight



CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          History Lesson



CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Contests



CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Address Comments



CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Predict the Future



CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Step-by-Step How To



CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Music Video



CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Share a relevant cartoon/comic
          or create a new one


CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          List of Common Mistakes or
          Things to Avoid


CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Relate Lesson to Celebrities or
          Current Events


CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Issue a Challenge



CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Share Your eBook or White
          Paper


CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Share Somebody Else’s eBook
          or White Paper


CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Share Your Presentation



CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Lessons from the Classics



CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Ask for Help



CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Take a Survey. Share the
          Results.


CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Share Client Testimonials



CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Share Answers to Some FAQs



CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Share Photos



CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Post Something Relevant to the
          Season or Holiday


CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Share a Joke or Riddle



CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Share a Work in Progress



CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Statistics (primary or secondary)



CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Share Most Popular Products/
          Services


CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Audio or Video Podcast



CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Give Something Away



CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Case Study/Before & After



CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Host a Webinar



CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Ask for Feedback



CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Ask Clients What They Want



CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Post a “Part 1” of a Series



CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Anecdotes



CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Event Round-Up



CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Crown Somebody



CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Say Thank You



CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Discuss Your Customer Service
          Philosophy


CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
 




          Greatest Hits



CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
Questions?




CREATING CONTENT
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
POST SOME CONTENT! DUH!

          • Be creative
          • Be engaging
          • Be strategic
          • Share it on several communication channels




HOMEWORK
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
Tuesday, November 29th, 6-9pm

          • Measurement

          • Converting Leads to Customers

          • The Full Inbound Marketing Cycle

          • Course Conclusion




NEXT CLASS
Inbound Marketing Principles and Practices   © Mike McDowell. Not to be reproduced without permission.
Principles and Practices

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UNR Extended Studies Inbound Marketing Class 2

  • 2. Keywords/phrases Refine your 4 - 6 keywords or phrases for you/your business that you think you can “own” to improve search results • What kind of research did you do? • What keywords/phrases did you decide on? • Why did you choose them? SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 3. 1.  Social Media Strategies 2.  Content is King: Creating Content that gets Found and Shared. SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 5. Social Media is a set of Internet tools that facilitates interactive communication and often times the creation and sharing of user- generated content. SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 6. SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 7. SOCIAL MEDIA Image from Technorati Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 8. SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 9. SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 10. SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 11. • 1 of every 8 minutes online are on Facebook • 750 million active users • 65% of users are 26-64 years old • 45% of users are 35+ SOCIAL MEDIA Data from InsideFacebook.com Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 12. • Have a presence for people that are looking for your products/ services • Develop a community around your brand • Connection with current clients and potential clients • Promote your content (blog articles, videos, etc) • Of course, generate business leads SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 13. 1.  Share great content 2.  Build your audience 3.  Repeat SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 14. SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 15. • Be interactive and engaging; offer something of value (videos, insights, tips, links, contests, sneak peaks) • Ask questions, ask for help • Integrate Facebook with your existing means of communications • Integrate with email list (grow list, grow Facebook network) • Pay attention. Listen. SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 16. SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 17. • Average 200 million tweets per day • 250 million active users • 9th largest site in the world • 83% are 26+ years old • 53% are 35+ SOCIAL MEDIA Data from InsideFacebook.com Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 18. 1.  Share great content 2.  Build your audience 3.  Repeat SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 19. Company vs Personal Profile SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 20. • One major difference is that most tweets are indexed and can be searched in real time • This gives us the ability to listen and respond in real time • Timing can mean everything in decision making SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 21. SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 22. SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 23. SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 24. • Choose keywords/phrases (brand name/products a must) • Use software to track (TweetDeck, Monitter, TweetBeep…) • Narrow geographically • Don’t be creepy • If you can, offer help or something of value • OK to give link to product or discount if they’re in buying phase SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 25. SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 26. • 116 million users • 77% are 25+ years old • 42% are 35+ SOCIAL MEDIA Data from Amodiovalerio Verde Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 27. • Have a presence for people that are looking for you/your company or organization • Develop a community around your brand • Connection with current clients and potential clients • Promote your content (blog articles, videos, presentations, etc) • Of course, generate business leads SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 28. 1.  Complete your profile, update quarterly 2.  Grow your network (if you’d accept a business card from them, accept them on LinkedIn) 3.  Use apps to sync up business content SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 29. SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 30. SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 31. • Another place for your content to be found • YouTube is the 2nd largest search engine • Use keywords • Others can share and embed video SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 32. SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 33. • Peer review sites are important to your business • You shouldn’t post content in the form of reviews for your own business here, but can claim your business and make sure there is accurate information and some consistent language • Encourage customers to share their positive experiences, photos, tips, etc on peer review sites • At the very least, you should pay attention SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 34. SOCIAL MEDIA Image from Technorati Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 35. SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 36. SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 37. • Shouldn’t take all day every day • The cost of social media is paying attention and staying engaged • Decide what’s important and what you’ll measure • You can monitor social media in 15 minutes a day SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 38. SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 39.   • Interactions • Page Likes • Wall Posts • Comments • Post Likes SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 40. SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 41.   • Questions about your company or your products • Questions about your industry • Requests for help with your company or your products • Complaints or compliments about your company or your products • Mentions of your competitors’ company or products Remember – use keyword monitoring tools to help SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 42. SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 43.   • LinkedIn Answers • Showcase your expertise • Link back to site/white paper/blog • LinkedIn Group Discussions • Respond to something relevant SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 44.   • Monitor your own blog • Monitor relevant blogs with high authority (Technorati) • Monitor your brand name, keywords, products, etc • You can subscribe to Google Alerts, RSS feeds of blogs, Twitter searches, etc and send them all to a reader SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 45.   • 4 minutes – log in to Facebook and review your Wall • 3 minutes – scan and flag LinkedIn questions • 4 minutes – scan Twitter chatter about you, your products, your competitor • 5 minutes – scan your feed reader for blog posts, Google Alerts, etc If you have another few minutes to spare, keep record of the efforts SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 46. • Build relationships • Pay attention (monitor/listen) and engage your network • Give • Provide great content… SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 47. Questions? SOCIAL MEDIA Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 49. • The most important job in being successful in inbound marketing • Do not hand it off to an intern, your niece or somebody who isn’t intimately involved in the brand and a strong communicator • Content should be timely, creative, engaging, relevant and above all else – valuable • Content should be strategic CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 50. CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 51. • So, what do you write about? • How often do you write/create content? CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 52. • Develop an “editorial calendar” • Create a plan for what you’ll create and when and how you’ll share it CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 53. • What are your business goals/objectives? • What does your brand stand for? • What do your clients want? • Who will create content? Where will we share it? • What design/technology/production/etc will be required? CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 54. • How about 52 ideas for creating content? CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 55. Top 5 or Top 10 List CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 56. 5 Ways To or 10 Ways To List CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 57.   Check Your Email Inbox and Outbox for Ideas CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 58.   Share Links to Something Interesting and Relevant CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 59.   Create a Quick Video Instead of Typing it CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 60.   Interview Somebody (record, write, both) CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 61.   Share the Lessons Learned CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 62.   Show and Tell CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 63.   Comment on Current Events CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 64.   Share Your Favorites CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 65.   Take a Poll CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 66.   Ask Questions CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 67.   Get a Guest Author CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 68.   Charity Work CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 69.   Employee Spotlight CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 70.   History Lesson CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 71.   Contests CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 72.   Address Comments CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 73.   Predict the Future CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 74.   Step-by-Step How To CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 75.   Music Video CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 76.   Share a relevant cartoon/comic or create a new one CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 77.   List of Common Mistakes or Things to Avoid CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 78.   Relate Lesson to Celebrities or Current Events CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 79.   Issue a Challenge CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 80.   Share Your eBook or White Paper CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 81.   Share Somebody Else’s eBook or White Paper CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 82.   Share Your Presentation CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 83.   Lessons from the Classics CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 84.   Ask for Help CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 85.   Take a Survey. Share the Results. CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 86.   Share Client Testimonials CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 87.   Share Answers to Some FAQs CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 88.   Share Photos CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 89.   Post Something Relevant to the Season or Holiday CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 90.   Share a Joke or Riddle CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 91.   Share a Work in Progress CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 92.   Statistics (primary or secondary) CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 93.   Share Most Popular Products/ Services CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 94.   Audio or Video Podcast CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 95.   Give Something Away CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 96.   Case Study/Before & After CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 97.   Host a Webinar CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 98.   Ask for Feedback CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 99.   Ask Clients What They Want CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 100.   Post a “Part 1” of a Series CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 101.   Anecdotes CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 102.   Event Round-Up CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 103.   Crown Somebody CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 104.   Say Thank You CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 105.   Discuss Your Customer Service Philosophy CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 106.   Greatest Hits CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 107. Questions? CREATING CONTENT Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 108. POST SOME CONTENT! DUH! • Be creative • Be engaging • Be strategic • Share it on several communication channels HOMEWORK Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.
  • 109. Tuesday, November 29th, 6-9pm • Measurement • Converting Leads to Customers • The Full Inbound Marketing Cycle • Course Conclusion NEXT CLASS Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.