Supercharge Your Wordpress Website With Inbound Marketing: A Complete Guide
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SEO, Social Media, Email Marketing, CRO. Just a few of the many pieces needed to make successful digital marketing campaigns. But how do the pieces fit together so you can skyrocket your success? Gabe Wahhab will outline how Inbound Marketing can supercharge your website!
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Supercharge Your Wordpress Website With Inbound Marketing: A Complete Guide
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- 58. ● ● ● Hosting Company: The Essential Guide to choosing a Wordpress Web Host
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Notas del editor
- Hi Everyone I am Gabe welcome to my session Super charge your sales through inbound marketing I want to start out by asking why are you all here today? There are a lot of really good presentations going on during this time slot I am competing with so why did you guys choose to come to this one.Ask audience why ?Those are some good reasons but lets be real……
- You’re allhere because you want to make it rain. Yeah make it rain. You want more leads, more sales, more revenue, ore freedom for both your companies and your clients companies.
- What I want to show you today is how you can make it rain with Inbound Marketing so you can help grow your business and help yor clients grow there businesses
- Gabe Wahhab – president of savvy panda. inbound marketing and joomla web design agency milwaukeewismall businesses to fortune 100I’m really heavily involved with the joomla community – JUGS, Joomla Days, JCM Business Editor, Joomla Marketing Team Love the community and I am also a Inbound Marketing Certified ConsultantBefore I talk about inbound marketing though I want to show what marketing used to look like for us and may look like for many of you
- So for us and likely most of you your website is the center piece of your business or marketing efforts. You create an awesome website, clean design, engaging copy, you do your technical seo, you have your social media buttons, your forms, you have your sweet call to action contact us for a free consultation etc etc.
- But the phone its not ringing that much, the lead forms there is some here and there but by no means is it Raining.
- I wanted to grow our business. I didn’t want to worry every month where our next sale was going to come from. So I knew we had to change things. But my background was in computer science what the hell did I know about marketing. When I thought about marketing I thought about tv and radio ads, I thought about direct mail, I thought about sponsorships. I knew I needed to do some thing but didn’t know what.so I started giving some of these items a shot. You what they produced for me
- nothing
- So then I hired a old school marketing firm I paid them some decent money they put together some discovery and strategy docs and I thought they were crap so I fired them. And looking back now I know there were crap
- So then I decided hire someone with proven experience in house to take care of all our marketing and provide additional services to our clients and while I was doing that I came across inbound marketing. I was very intrigued because inbound marketing showed a proven track record of success. So one of the first tasks I told Luke who was the person I hired was to take a deeper look into inbound marketing.
- While we were looking learned about the evolution of marketing.
- I learned aboutTraditional outbound marketing which works based on interruption. You would try to interrupt peoples daily lives and get noticed. It’s a one way conversation.
- You would do things like create advertise in a trade publication, go to a trade show, direct mail, tv or radio ad, billboards etc. Whatever you could do to try and catch peoples attention.
- Essentially you paid for your space got in front of people and you got leads. The more money you had the more you could interrupt people and the more leads you got. And while it was still fresh it worked!
- Then people got sick of it. They were so saturated with it that they started to tune it out. They got new technology like DVR’s to skip ads, and new technology like internet radio and tv which doesn’t have ads. And this type of interruption or outbound marketing became much less effective.
- Now we have the internet.
- And when most people want to buy something, or find some information on something they come here first.
- This shifted the balance of power because now if you wanted access to millions and millions of people you didn’t have to have a ridiculous budget.
- You just have to appear here.
- We alrned about a 61% cost per lead Inbound marketing costs 61% Less per lead than traditional outbound marketing
- I think I have you attention now
- So we decided lets do this. Lets give it a shot. I am going to look at our results in just a minute but first I have been talking about inbound marketing a lot but I haven’t explaned it at all
- So Gabe you keep talking about inbound marketing what exactly is it? It is a proven combination of marketing tactics that work together a fine oiled machine. It’s based on the concept of earning the attention of prospectsmaking yourself easy to be found by proving valuable contentAnd converting that traffic no matter what stage of the sales cycle they are in. Inbound marketing is especially effective for small businesses that deal with high dollar values and long research cycles.
- New Methodolgy of attracting people to you or Earning Your Way InVsOld Methodology of hammering a message and trying to get them to listen or - Buy, Beg or Bug You Way In
- So what were our results
- So what were our results
- 1000% increase in traffic – 1000k – 13k 6500% increase in search traffic from
- 10 - 110
- 10 - 110
- So Gabe you essentially said now all I have to do is rank in search engines to increase the amount of traffic and that will produce more leads. And that’s just SEO right? And that’s what most people think when they want to increase leads but that’s not quite right. That’s only one piece of puzzle. Let me explain.
- So Gabe you essentially said now all I have to do is rank in search engines to increase the amount of traffic and that will produce more leads. And that’s just SEO right? And that’s what most people think when they want to increase leads but that’s not quite right. That’s only one piece of puzzle. Let me explain.
- You would get more website traffic
- 97% is wasted. To get that traffic in the first place takes a lot of work and you would be wasting 97% of it. Why????
- Most websites sales funnel looks like this. Your only targeting the 1 – 3% of your traffic who is at the bottom of the sales funnel and is ready to buy. We need to target 100% of that traffic and
- This is what an inbound marketing funnel which targets100% of your incoming traffic looks like.
- But in order to target 100% of the funnel we need to understand the buying cycle
- We are going to create this funnel with a combination of things which as we previously mentioned is going to be in 3 phases
- So Pongo starts searching about researching about widgets and find a blog all about inboundUsers starts researching and finds a blog post ACME widget building company on how widgets are created
- So Pongo starts searching about researching about widgets and find a blog all about widgetsUsers starts researching and finds a blog post ACME widget building company on how widgets are created
- Reads blog learns a lot but then notices the a call to action on the blog post to download the ultimate guide to building widgets.Pongo reads the guide and learns all about widgets.
- Reads blog learns a lot but then notices the a call to action on the blog post to download the ultimate guide to building widgets.Pongo reads the guide and learns all about widgets.
- Pongo gets an email with more info on Widgets and some links to more info oh joyous day now Pongo is really learning about widgets. A few more great emails come through and then a new ebook.
- Pongo gets an email with more info on Widgets and some links to more info oh joyous day now Pongo is really learning about widgets. A few more great emails come through and then a new ebook. This ebook is about hiring a widget company. Pongo knows all about widgets now so he better start looking at this ebook because now he is ready to hire a widget company to create a widget for him so he better know what to look for. Pongo reads the ebook and now knows what to look out for when hiring a widget company.
- Surprise!Pongo gets another email and then a few days after Pongo gets an email to setup a consultation with widget making company. Perfect Pongo fills out the consultation form and is ready to talk about making a widget and widget company makes the sale.
- So now lets take a closer look at what widget company did
- Create good content addressing all parts of the funnelMake sure its gets foundPromote social media email marketingConvert lead nurturing, drip email marketing – educating ad qualifying the buyer along the way AB testing, analytics analysis, score cards
- Marketing and sales need to work hand in hand and we want marketing to feed the sales process. So the first thing we have to understand is the sales process of you organization. Each org will have a different process. You need to model your inbound campaign around your sales process. Talk to your sales team know what objections customers are giving them and learn the challenges they are having and what are the key sales drivers.Your content, blogs and email campaigns will center around this. This ultimately will bring them more qualified and more educated leads making the sales process shorter, cheaper and ultimately easier.
- We are going to split content into 2 categories. Regular content like blogs, guest blogs, video, viral content, infographics are a few examples. And we are going regular content to attract visitors. Creating this content is going planting lots of little SEO nuggets, Creates Backlinks, drives new traffic and its going to show credability.
- FaqsObjectionsGreat information that people are searching for every dayGoogle autocomplete
- The second type of content we are going to create is premium content or content valuable enough that people are willing to fill out a form and give you there name and email for itThings like it ebooks, whitepapers, webinars, checklists, case studies, power point, kits really what ever you can think of. Content could be about Top Industry Trends,How to Guides,Products Demo Video,Product Tip Sheet etcWe are going to use premium content to get them into our funnel.
- So here is and example of a top funnel content offer. I used one of our sponsors site ground as an example. SO we are targeting joomla developers who are looking for hostingSite Ground: A Joomla! Developers Guide to Web Hosting
- Site Ground: The Ultimate Guide to choosing a Joomla! Web HostNow we are qualifying the ones who are looking for a web host
- Site Ground: The Ultimate Guide to choosing a Joomla! Web HostNow we are qualifying the ones who are looking for a web host
- We talked about content in our last step and content is going to be our basis for attracting traffic. Now we have to get out content out there. I am going to talk very generally about attracting traffic because each of my slides on traffic generation could be an entire presentation in itself.
- Thanks Einstein. Right You guys already knew this. I don’t need to tell you guys the importance of SEO you already know the how crucial it is. You already know that the top 60% of clicks go to the top 3 results and that the highest conversion rates of nearly all marketing activities are on organic seo.So we need to make sure all those little seo nuggets we created in our last step are optimized to attract traffic to our site.
- Social Media again I’m sure this is something highly new to you right. The stats right now on social media and its direct impact on sales is staggering. Social Media has vey much proven itself as a revenue generator We are going to use social media to extend our network and reach and promote our content with it and engage in conversation.
- Email marketing again I’m sure some this is shocking to you . We are going to use email marketing to continue to drive traffic through lead nurturing which we will learn about later and also makret to your current audience and clients.
- Now blogging. So shakespere here is asking to blog or not blog. But that should not be a question. So what you might not know is how crucially important blogging is in this process. Websites with blogs get on average have 55% more traffic and on top of that blogging is going to show expertise and credibility. Even though it seems like a chore at first once you learn how to effectively blog you can easily create content within an hour.It is a very crucial piece of the puzzle. Additionally guest blogging for other sites is great way to use others traffic to point them to your site.
- Step 4 converting. Lots of people focus on getting people to there site but most do not have a strategic plan once visitors get on there website to ensure that traffic is put to good use and converting those prospects. Many that do really only address the bottom funnel essentially the prospects ready to buy. So you are spending lots of time getting all this traffic and wasting a majority of your efforts. To accomplish our conversions we are going to move people into our funnel using cta’s, which link to landing pages which link to lead nurturing campaigns which lead to offers.
- Call to Actions can have many different factors size, color, font, copy, graphics the smallest details can make a big difference. Its important to AB test. So lets go over some important steps for creating CTA’sStep 1: Make it Clear What the Offer Is Your CTA should clearly describe what you're giving away. If it’s a whitepaper about getting more Twitter followers, you may want to say something like "Download the FREE Whitepaper on How to Get More Twitter Followers." Step 2: Make it Action-Oriented Begin with an action verb like "download" or "register" that makes it very clear what action visitors will be taking on the subsequent landing page. Step 3: Keep it Above the Fold Make sure your site visitors can see your CTA without having to scroll down the page. Data shows that this will increase your click-through rates. Step 4: Make it Stand Out If your CTA blends in with the rest of your page, you won't get much traffic to your landing page. Make it contrast with your website's color scheme so that it stands out on the page. Step 5: Make the CTA Matches Your Landing Page Headline Testing has proven that the more consistent you can keep the two, the higher your landing page conversion rate will be.Step 6: Include CTAs for Different Stages of the Buying Cycle Different offers appeal to different segments of the traffic visiting your site. We recommend having at least three CTAs one for early, one for mid, and one for late sales cycle visitors. Step 7: Place CTAs on the Most Relevant Website Pages For example, if you have a ebook about twitter and you just wrote a blog about twitter make sure to place the CTA on that page. Step 8: Test, Test, Test You must test your CTAs to see whats works best.Test varied messaging, colors, and placement on your pages, and see if you can get more page views on your landing pages.
- Next lets talk about landing pages. Our CTAs are going to link the visitors to landing pages and from there they will be entered into our lead nurturing which we will talk about soon. Landing pages have a very specific science so lets take a look at that. You will see an example landing page here so lets take a deeper look.
- Now lets look more at the content on this page.
- Now lets talk about lead nurturing. Leda nurturing is the glue that puts the pieces of the puzzle together. It’s a must in order to fully run the inbound process. It’s a series of emails to help build relationships with your leads in order to move them down buying cycle, so they are more qualified when they get passed to sales. It builds credibility and trust with your prospects and provides the lead with some additional value. With lead nurturing sales spends less time qualifying and educating leadsSo for lead nurturing we have a handful of steps. Research Buying Cycle with Sales TeamSet Campaign GoalsWrite Each EmailTest CampaignMeasure ResultsOptimizeLets look at a sample campaign
- Here is an example where the same button with only a few words made a big difference. You can see….
- Here is another example showing how different ctas can produce different results. You can see our top one is clearly the best preformer here. So next step is to ditch the bottom 2 and test new ones.
- Lead nurturing campaigns lets look at the analytics and see what is performing best
- Lead nurturing campaigns lets look at the analytics and see what is performing best
- This ebook will serve as a road map for successfully creating and implementing an internet marketing and SEO plan on a Joomla website. It covers Blogging and content creationSocial media marketing & engagementConverting website visitors into leadsEmail marketingMobile marketingAnalyzing & refining strategies
- This ebook will serve as a road map for successfully creating and implementing an internet marketing and SEO plan on a Joomla website. It covers Blogging and content creationSocial media marketing & engagementConverting website visitors into leadsEmail marketingMobile marketingAnalyzing & refining strategies