Social Media and Inbound Marketing with Greg LInnemanstons of Weidert Group at Social Media Rockstar 2 in De Pere on June 2, 2011

1. Inbound Marketing
June 2, 2011

2. { What is inbound marketing?

3. { Inbound marketing
Inbound marketing is permission-based marketing focused on
content creation, search engines and social media
engineered to drive online awareness and attraction of your
business or organization to feed your sales funnel.
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4. { Inbound marketing
What can you expect from Inbound Marketing?
• Get found online by more qualified visitors
• Convert more visitors into leads
• Nurture leads with discipline and consistency
• Close leads efficiently
• Make smart marketing investments guided by analytics
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5. { Why should you care?
• 78% of Internet users conduct product research online
• When searching online, 88% of users click on organic link
versus 12% on PPC
• 65% of internet users read a blog daily
• Companies that blog have 97% more inbound links and 55%
more website visitors
• B2B companies that blog generate 67% more leads than those
who don’t
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6. { Why should you care?
• 93% of U.S. adult internet users spend time on Facebook
• 41% of B2B companies and 67% of B2C companies have
acquired a customer through Facebook
• 61% of B2B companies have acquired a customer through
LinkedIn
• Companies that use Twitter average 2X more leads than those
that don’t
• 3 out of 4 inbound marketing channels (blogs, social media,
SEO) cost less than any outbound channels (including direct
mail and telemarketing)
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7. { Inbound marketing case study
Lynden, Inc. - Transportation & Logistics - 2,000+ employees
• Heavily utilized landing pages with conversion forms, blogging & SEO
tools
• Primary metrics for inbound marketing success is both number of
qualified quote requests generated, plus call center volume
• Increased total quote requests by 270%
• Increased quote requests generated online by more than 412%
• Increased total inquiries to call center by 93%
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8. { The 5 Disciplines of
Inbound Marketing

9. { Getting found
• Content is king
• Create and promote continuous stream of content offers
• Vary offers based on prospect position in sales funnel
• Look for testing opportunities
• Blogging – most important content channel
• Social Media – distribute, promote, engage
• SEO strategy
• Understanding keywords & phrases
• Use evaluation tools for insights and tips
• Inbound & outbound links
• E-mail – targeted, cost-effective outbound
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10. { Convert
• Encourage opt-in self-identification of prospects
• Provide specific offers to map prospect interest
• Use landing pages & analytics to track prospect activity and
progress in sales funnel
• Use what’s learned to guide prospect development
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11. { Nurture
• Campaign with a long-term perspective – build relationships
• Remember the rule of 12 touches
• Understand your sales cycle in design of nurturing actions
• Look for behavioral indicators of progress
• Design action triggers & protocols
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12. { Close
• Study prospect behaviors, interest areas, pace
• Provide opportunities for prospects to close themselves
• Integrate prospect/customer knowledge with CRM to
provide basis for customer penetration
• Continue nurturing activities with current customers based on
their inbound behaviors
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13. { Analyze
• Sources – analyze traffic, links, keywords, offers, content and social
media outlets
• Reach – gather data about your brand reach in popular media to
help you understand changes in your market presence
• Competitors – monitor activity and results for insights
• Modify inbound marketing strategies & action plans based
on learning
• Never stop testing
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14. { Getting started

15. { Step 1: Plot a course
• Set business goals – web traffic, qualified leads, revenue derived
from inbound traffic
• Determine inbound team – leader, social media manager,
inbound specialist, graphic designer
• Optimize website – make sure keywords and on-page SEO
elements are in place, integrate search/SEO strategy into content
development, and execute link-building strategies to expand reach
• Set up social media accounts & blog
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16. { Step 2: Content strategy
• Define your brand promise
• Understand target pain points
• Create editorial outline of key subject categories
• Develop detailed blogging action plan: roles, schedule,
promotion protocol
• Create advanced content plan – webinars, case studies, white
papers, offers, etc.
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17. { Step 3: Get to work on SEO
• Develop search strategy that follows content plan
• Research search engine criteria, keywords, and phrases
• Initiate keyword tracking
• Execute on-page SEO
• Integrate search/SEO strategy in content development
• Develop and execute link-building strategy
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18. { Step 4: Build & engage social
media community
• Research target(s) to learn social media behaviors, norms
• Develop SM plan based on content strategy and target
behaviors
• Create action steps to utilize SM as engagement, delivery, and
promotion channels
• Blog!
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19. { Step 5: Begin Convert/Nurture
Action Plan
• Develop a capture-and-convert strategy
• Create compelling offers
• Create calls-to-action (CTA)
• Create lead-nurturing campaigns
• Execute & promote via all online channels
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20. { Step 6: Analyze, ROI
• Analyze traffic, links, keywords, offers, reach, SM outlets
• Identify best content & conversion pages
• Identify SM sources/campaigns/content/offer types for
traffic and lead conversion
• Adjust strategy based on conversion and revenue results
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21. { Questions?