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UNR Extended Studies Inbound Marketing Class 2
1.
Principles and Practices
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.
4.
Principles and Practices
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.
48.
Principles and Practices
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.
110.
Principles and Practices
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