1. Increased sales growth from Digital leads
How to make Inbound Marketing work for you.
February 2013

2. Copyright © 2013 by COO’EE New Zealand Limited. All rights reserved.
No part of this ebook may be reproduced, stored in a retrieval system, or transmitted by an
means, electronic, mechanical, photocopying, recording, scanning, or otherwise, without
written permission by the author.
Requests to the author should be addressed to: COO’EE New Zealand Limited, Private Bag 92
172, Auckland 1142, New Zealand; Telephone: 00 64 9 306 0820; Facsimile: 00 64 9 377
9905; Email: marcom@cooee.co.nz
Limit of Liability/Disclaimer of Warranty: While the author has used their best efforts in
preparing this eBook, the author makes no representations or warranties with respect to the
accuracy or completeness of the contents of this eBook and specifically disclaim any implied
warranties of merchantability or fitness for a particular purpose. No warranty may be created or
extended by sales representatives or written sales materials. The advice and strategies
contained within this eBook may not be suitable for your situation. You should consult with the
author directly for advice and a recommendation that is specifically tailored to your particular
needs. The author shall have neither liability nor responsibility to any person or entity, with
respect to information contained in this eBook, for any loss of profit or any other commercial
damages, including but not limited to special, incidental, consequential or other damages.

3. COO’EE is an Integrated Marketing and Advertising
Agency run by John Dawson.
At COO’EE we like to make the most of both marketing worlds;
weaving the traditional with the digital to develop
marketing solutions that are truly integrated and therefore
more powerful.
For a marketer like yourself, there is nothing better than
seeing your brand awareness and sales increase. With some innovation,
a little elbow grease, and the right mentor (insert COO’EE here),
you will experience more of this.
We hope you enjoy our eBook and get increased clarity or reassurance from it. If
you decide you need a little extra help building your own Inbound Marketing Strategy
our Digital specialists are ready to help.
www.cooee.co.nz
Digital Marketing
B Specialists

4. 2
Table of Contents
Introduction 3–7
What is Inbound Marketing? 8–9
Inbound Marketing vs Outbound Marketing 10 – 12
Driving Traffic to Your Website 13 – 28
- Search Engine Marketing (SEM)
- Thought Leadership
- Social Media
Capturing Leads 29 – 35
Conclusion 36 – 40
www.cooee.co.nz
Digital Marketing
B Specialists

5. 3
Introduction
LET’S GET STARTED!
www.cooee.co.nz
Digital Marketing
B Specialists

6. 4
Developing a successful Inbound Marketing strategy begins with understanding
what influences a search result, how a person searches online, what factors
influence and drive website traffic and how to capture and convert this traffic to
relevant leads for your business.
Remember, if you do not have an ecommerce website then a successful lead
conversion is the visitor’s action to make contact with your company, this being
either a phone call, email enquiry, newsletter sign up, request for more information,
any action that captures you useful information about this lead. From there it is the
responsibility of your sales team to convert this lead.
www.cooee.co.nz
Digital Marketing
B Specialists

7. 5
1. What you are found for in a search
engine needs to match what your
website offers i.e. don’t tailor your ad
to catch traffic looking for iPhones if
you only sell Androids. A consistent
message throughout all your online
publications and real estate is essential.
For this to happen,
2. Once you have the lead and they are in
two things need conversation with you, you need to
to match.
make sure that the service you offer
them in person, matches what is on
your website. Otherwise, not only are
you likely to lose the sale, you lose the
future sale and that person can turn
others away from your product or
service.
www.cooee.co.nz
Digital Marketing
B Specialists

8. 6
This might all seem like a given, but so many companies do it wrong. They tailor their
websites and marketing to what is ‘popular’ to generate more leads however at the
time when it counts the most, they can’t deliver.
A perfect example – Recently we had a colleague looking for a product and found that
a leading electrical store were advertising this product on their website. They called
to find out how many they had in stock, one store told them it was old stock and they
did not sell it anymore, another store told them they had three in stock but two were
demo models and one was a return. Not only did they not really stock the product
anymore, but one had even been returned.
www.cooee.co.nz
Digital Marketing
B Specialists

9. 7
Immediately we thought the following;
• What a waste of time. We can’t imagine how annoying it would have been if they
hadn’t called and went into the shop instead.
• Their products can’t be any good if people are returning them.
• Our colleague won’t use their website again because they can’t trust they have
what they say they have.
They lost this first sale, they will lose any continued sales and we won’t
recommend this site to others. Logically we know that not all of their products
will be bad, or unavailable, but why take the risk?
www.cooee.co.nz
Digital Marketing
B Specialists

10. 8
What is Inbound Marketing?
www.cooee.co.nz
Digital Marketing
B Specialists

11. 9
Inbound Marketing focuses on driving relevant traffic to your website, converting
that traffic to leads, and finally, turning those leads into sales. As opposed to the
traditional disruption based methods of Outbound Marketing (i.e. billboards, TV,
posters etc), Inbound Marketing is permission based; customers choose to interact
with you, your marketing and your services.
The focus of Inbound Marketing is to attract customers by providing useful
information, building trust, demonstrating success, demonstrating the ability to
provide results and being visible when your customer is ready to buy.
It's critical to the success of your
inbound marketing efforts to
understand, that you are marketing to
prospects who are "already" actively
searching for, and ready to buy your
good and services.
www.cooee.co.nz
Digital Marketing
B Specialists

12. 9
www.cooee.co.nz
Digital Marketing
B Specialists

13. 10
Inbound Marketing
Vs
Outbound Marketing
www.cooee.co.nz
Digital Marketing
B Specialists

14. 11
Outbound Marketing pushes
marketing messages at their
target audiences.
Inbound Marketing pulls their
audience in through value
relationships. Imagine a customer
who comes to you wanting
what you do, instead of having to
convince them of your value.
www.cooee.co.nz
Digital Marketing
B Specialists

15. 12
Types of Outbound Types of Inbound
Marketing Marketing
Radio Cold Calling Enewsletters SEM
Web Podcasts SEO
Television Trade Shows
Newspapers Print Directories White Papers Blogs
eBooks Social Media
Magazines Direct Mail
Brochures Sales Promotion Promo videos Webinars
Online
Billboards Flyers Forums
directories
www.cooee.co.nz
Digital Marketing
B Specialists

16. 13
Driving Traffic to Your Website
www.cooee.co.nz
Digital Marketing
B Specialists

17. 14
Inbound Marketing is all about generating traffic to your website, capturing leads
and converting these leads to sales.
The first place to start is directing traffic to your site. There are three primary ways
of doing this.
1 Search Engine Marketing (SEM)
2 Thought Leadership
3 Social Media
www.cooee.co.nz
Digital Marketing
B Specialists

18. 15
1 Search Engine Marketing (SEM)
www.cooee.co.nz
Digital Marketing
B Specialists

19. 16
Definition: A form of online marketing that drives traffic to a website by increasing its
visibility in search engines.
There are two main forms of Search Engine Marketing;
(1) SEO – Search Engine Optimisation which produces ‘organic’ search results. ‘Organic’
search results are ‘un-paid’ results that come up when someone searches for a
particular keyword or phrase.
(2) Paid search – Pay Per Click (PPC) is a method of online advertising where you pay for
each click on your advertisement.
www.cooee.co.nz
Digital Marketing
B Specialists

20. 17
With all search marketing For example: Bob needs a builder in
campaigns it is important to Auckland. Bob will probably search for
understand what your customers the following keywords;
are searching for, how they’re First he will try the obvious; Builders
searching for it and how you can Auckland or builders in Auckland.
tailor your website and ad copy to
Secondly, if he doesn’t find what he is
reflect what is relevant to them.
after he might change his search to;
The most important thing here is Home builders , or Home builders in
keywords and keyword phrases. Auckland.
When a person searches in a
If he decides to dig deeper he might start
search engine they typically use
to tailor his search further to something
one or more keywords which
like; Registered Master home builders
define what service or product
Auckland.
they are looking for or what
problem they are trying to solve.
www.cooee.co.nz
Digital Marketing
B Specialists

21. 18
This last search is what is called a ‘long tail search’ meaning a number of
keywords strung together into a phrase for the purpose of finding highly specific
results. Long tail phrases deliver less results but they’re highly specific results so
tend to generate more qualified leads. Because they’re so tailored, they cost less
as there are less people bidding on that exact phrase. You want to make sure you
have a mix of both in your pay per click campaign and in your on page SEO.
www.cooee.co.nz
Digital Marketing
B Specialists

22. 19
2 Thought Leadership
www.cooee.co.nz
Digital Marketing
B Specialists

23. 20
A Thought Leader is an individual or company that teams, clients, or prospects,
intermediaries (and even competitors) recognise as one of the foremost authorities in
selected areas of specialisation, resulting in it being the go-to individual or
organisation for such expertise.
Thought Leadership is demonstrated through a range of mediums;
• Blogging/Guest blogging
• Webinars
• How to videos
• eBooks
• White Papers
• Forum participation
• Keynote speaking
• Networking – social and physical
www.cooee.co.nz
Digital Marketing
B Specialists

24. 21
The important common element in all of these
Know mediums is knowledge about what you’re
talking about and about what you do. You have
to create a voice of authority that convinces
Your
people that you are the best person to talk to
about ‘this’ topic.
Stuff
www.cooee.co.nz
Digital Marketing
B Specialists

25. 22
3 Social Media
www.cooee.co.nz
Digital Marketing
B Specialists

26. 23
Where is the value in using social media for a business? There are a number of
reasons social media can be useful for a business.
(1) Successful Social Media business pages are pages that engage the audience by
finding common interests. Successful pages listen and understand what their
audience want and need and play to this.
www.cooee.co.nz
Digital Marketing
B Specialists

27. 24
(2) Social Media pages are great for reinforcing your branding and your ‘why’. Why
you do what you do. It gives the business the opportunity to engage, share and
build trust with the ultimate goal to be to encourage social recommendations.
Peer recommendations are one of the most effective sales converters and in an
increasingly social online environment, social recommendations are gold. Who
would you trust? The salesman who tells you the Samsung TV is better than the
LG TV or your friend who tells you to by the LG?
www.cooee.co.nz
Digital Marketing
B Specialists

28. 25
(3) Personal brands – Employee personal brands are as important as the company’s
social presence. Why? Because employees have the power to act as brand
ambassadors and influencers in their own peer groups. The old saying, ‘two heads
are better than one’ applies here so long as the brand message is consistently
represented across all mediums. People are social and respond better to other
people than organisations. Personal brands give your customers a person to
connect with while promoting the company brand at the same time. You’ve all
come across it, the prospect that vehemently sticks with their preferred supplier
even when you could offer them a better deal. Why does this happen? Loyalty is
NEVER developed just because a company makes good products, it’s because
everybody in the company believes in what they do and can’t wait to tell others
about it. Companies don’t create loyalty, the PEOPLE in them do.
www.cooee.co.nz
Digital Marketing
B Specialists

29. Thought leadership 26
SEO
Blog Traffic
Value add
Trust builder
Voice
B2B Networking
Prospect research
Linkedin Thought leadership
Company news and updates
www.cooee.co.nz
Digital Marketing
B Specialists

30. 27
Customer service queries
Sales and promotions
f Branding and trust builder
Database gathering
Public relations
Customer service queries
Sales and promotions
t Public relations
News and updates
www.cooee.co.nz
Digital Marketing
B Specialists

31. 28
Google +
SEO Linkedin
+ Blog
Traffic
Youtube
Facebook
Pinterest
Foursquare
www.cooee.co.nz
Digital Marketing
B Specialists

32. 29
Capturing leads
www.cooee.co.nz
Digital Marketing
B Specialists

33. 30
So you’ve now got traffic coming to your website but you’re not getting the
inquiries you wanted?
Lead conversion is critical in an inbound marketing strategy but if
you’re not getting the inquires then something is wrong. You need to find
out what the problem is.
www.cooee.co.nz
Digital Marketing
B Specialists

34. 31
Two common problems faced are;
(1) That your messages don’t match – whatever drove the traffic to your site in the
first place doesn’t match what they find when they get there.
(2) Poor calls to action – even if both messages are accurate, if your visitor cannot find
your contact information or has to work hard to find it then you’re wasting
precious leads. Visitors are impatient, it needs to by easy.
www.cooee.co.nz
Digital Marketing
B Specialists

35. 32
You need to start testing your website to find out what does and doesn’t work.
Start with your homepage. A great way to test your homepage is to set up a new
one and split test it against your existing one. Make sure the new one has a clear
message and call to action. Testing different options like this can help you find out
what is more effective in either generating inquiries or moving the user through
onto more pages within your website.
www.cooee.co.nz
Digital Marketing
B Specialists

36. 33
Find out where your leads are coming from. Check out these sources and see if
their message matches what they see when they click through to your website.
For example; you may be promoting a complimentary offer on your Facebook page
but when your visitor clicks through to your website they can’t find any information
referring to this offer.
You can still run this promotion, just make sure that the link through to your
website sends them to a page that has some relevant information about the offer.
This doesn’t mean you need to build a brand new page within your website – just
edit the content on the page you are sending them to.
OFFER
www.cooee.co.nz
Digital Marketing
B Specialists

37. 34
We can
Testing is important for a site that is totally
not successfully converting leads crack this.
but it can be a difficult process to
diagnose the problem. You need to
be patient and you’re likely to hit a
few dead ends but persistence pays
off. Once you figure out what works
for your audience and your site then
the hard work is done and you will
have a winning formula for
converting inbound leads.
www.cooee.co.nz
Digital Marketing
B Specialists

38. 35
FYI
3 billion Google searches are performed every day.
To put this into perspective there are 7 billion people
on planet Earth.
All you need to do is dangle the bait.
OFFER
www.cooee.co.nz
Digital Marketing
B Specialists

39. 36
Conclusion
The End!
www.cooee.co.nz
Digital Marketing
B Specialists

40. 37
The way in which people respond to marketing is changing and it’s changing fast.
There will always be a place for push media but it will become less and less about
convincing viewers to purchase and more and more about directing them to online
real estate where visitors can review products and services.
At the very least, integration is unavoidable and even though we realise there will
always be a place for traditional media to inform customers that certain products
and services exist, it won’t be long until that media is enhanced by digital,
interactive and responsive media. For example billboards in the near future will
stop being just a static image and will soon become digitised with the ability to
sync with passersby through their mobile phones so that their messages can be
tailored to the individual person.
There are already digital billboards that use facial recognition to tailor their
message to women or men. Click here to read more.
www.cooee.co.nz
Digital Marketing
B Specialists

41. 38
You might think it’s crazy but it won’t be long until billboards start talking to you
personally.
We predict marketing will eventually come full circle again where push media
regains popularity as the integration of technology software means that you can
see a digital billboard for toothpaste, tap your phone up to it, get a message saying
‘buy now’ and you will be able to use your phone to buy the product there and
then and have it delivered to your home but for the meantime the customers have
and will continue to have, more control over where, what and how they make their
buying decision.
And we’re not the only
one to think this.
www.cooee.co.nz
Digital Marketing
B Specialists

42. 39
With a world’s worth of information at the buyers fingertips and the ability to
make a purchasing decision from the comfort of the home couch there’s no
denying the need to evolve your marketing strategy. It might sound scary, but take
comfort in this golden nugget………..
Inbound marketing is all about attracting
customers who already need your
services. The sales process is in fact easier
than ever before because you no longer
have to convince them they need you,
they’re telling you they do.
www.cooee.co.nz
Digital Marketing
B Specialists

43. 40
Don’t feel you can reach your Inbound Marketing potential on your own? No
worries, we’re here to help. Whether you’re stuck, don’t have time or just
need help getting started, we’ll get you on the right track!
You can contact us by:
+64 9 306 0820
www.cooee.co.nz
www.facebook.com/cooeenz
www.linkedin.com/company/coo'ee-nz
www.twitter.com/cooeenz
www.pinterest.com/cooeenz
B www.cooee.co.nz/our-blogs
Digital Marketing
Specialists