unr extended studies inbound marketing class 2

Principles and Practices

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

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.

Principles and Practices

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

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.

Image from Technorati

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.

•  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+

Data from InsideFacebook.com

SOCIAL MEDIA 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+

Data from InsideFacebook.com

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.

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+

Data from Amodiovalerio Verde

SOCIAL MEDIA 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.

Image from Technorati

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.

•  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?

Principles and Practices

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

•  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?

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Top 5 or Top 10 List

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5 Ways To or 10 Ways To List

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Check Your Email Inbox and Outbox for Ideas

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Share Links to Something Interesting and Relevant

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Create a Quick Video Instead of Typing it

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Interview Somebody (record, write, both)

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Share the Lessons Learned

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Show and Tell

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Comment on Current Events

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Share Your Favorites

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Take a Poll

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Ask Questions

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Get a Guest Author

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Charity Work

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Employee Spotlight

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History Lesson

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Contests

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Address Comments

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Predict the Future

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Step-by-Step How To

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Music Video

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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

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Relate Lesson to Celebrities or Current Events

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Issue a Challenge

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Share Your eBook or White Paper

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Share Somebody Else’s eBook or White Paper

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Share Your Presentation

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

Lessons from the Classics

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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

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Post Something Relevant to the Season or Holiday

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Share a Joke or Riddle

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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

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Audio or Video Podcast

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

Give Something Away

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Case Study/Before & After

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Host a Webinar

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Ask for Feedback

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Ask Clients What They Want

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Post a “Part 1” of a Series

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Anecdotes

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Event Round-Up

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Crown Somebody

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Say Thank You

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Discuss Your Customer Service Philosophy

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

Greatest Hits

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

Principles and Practices