build a content marketing machine | session 1
TRANSCRIPT
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Build aContent Marketing
Machine
flickr.com/photos/zigazou76/3622235298
Session 1: Strategy
Increase Your Leads and Grow Your Business
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Session 1: Get Strategic: How leaders are growing their business on the modern webSession 2: Manage Right: Building state-of-the-art websites that look great on all devicesSession 3: Attract the Masses: Content, SEO, and social media that drives traffic and engagementSession 4: Convert More: Driving sales by optimizing lead conversion and customer retentionSession 5: Work Smarter: Measuring and maximizing results with intelligent analytics
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If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing.
-Guy Kawaski
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Telemarketing = Caller ID & No Call Lists Direct Mail = Junk Mail Blindness TV Advertising = DVR / Netflix / Hulu Radio Advertising = Sirius / XM / iTunes Trade Publications = Blogs & Forums, etc.
Marketing Effectiveness
People are sick and tired of being interrupted and have become experts at blocking out marketers!
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Who Moved My Customers?
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http://www.flickr.com/photos/wwworks/864731205
Interrupt and Repeat
Push Marketingflickr.com/photos/38659937@N06/5752344624/
Delight and Engage
Pull Marketing
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The "Inbound Process"
Attract
Convert
Improve
Delight youraudience
Delightstakeholders
Do it better
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A Typical Website's Structure
Brochure Content
Sales Leads
Contact Us Form
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The Inbound ProcessPrinciple #1:
Attract
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Attracting visitors is all about creating remarkable content.Remarkable content attracts links from other websites pointing to your website.
Remarkable content is easily and quickly spread through social media - Twitter, Digg, Reddit and LinkedIn, among others.
Remarkable content is the secret to ranking high in search engines year in and year out.
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Creating A Great Attraction Website
Attraction Content
Wiki
Photos Podcasts
Videos
Blogs
Infographics
Brochure Content
Sales Leads
Contact Us Form
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None 1 to 2 3 to 5 6 to 8 9 to 15 Over 150
100
200
300
400
500
600
700
800
B2BB2C
Blog Posts per Month
trafficindex
Impact of blogging on website trafficCompanies that blog
2-3 times a week get3.5xmore trafficthan companiesthat don’t
Source: HubSpot 2013 Marketing Benchmarks report
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Blog Posts per Month
new leadindex
Impact of blogging on new leads
None 1 to 2 3 to 5 6 to 8 9 to 15 Over 150
200
400
600
800
1000
1200
1400
1600
1800
B2BB2C
Companies that blog2-3 times a week get5.5xmore new leadsthan companiesthat don’t
Source: HubSpot 2013 Marketing Benchmarks report
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Where to start?The best place to start is by reading other industry-related blogs, user forums or competitor websites.
What do they say that interests you?
What topics are they discussing?
What information can you offer to help people?
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What do great blogs offer?The ability to quickly post remarkable content.
The ability to organize content by topic and offer additional resources to the reader.
The ability for readers to engage with your business through commenting.
The ability for readers to share your content with friends, family, bosses and co-workers.
The ability to optimize your posts so that search engines can organize and rank them.
The ability to incorporate responsive multimedia and design elements to provide a glossy look on all devices.
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Quick Guide to Blogging:Setup your blog on YOUR domain (yourdomain.com/blog, blog.yourdomain.com).
Create remarkable content in different flavors (how-to’s, industry articles, links, guest blogs) with search-friendly, catchy titles.
Promote your content through e-mail, newsletters, social media, and RSS digests.
Start commenting on other people’s blog.
Write often and be patient.
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Social media has a 100% higher lead-to-close rate than outbound marketing.
-State of Inbound Marketing 2012
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Add Social Sharing To All Relevant Pages
Social Media
Website
Allows users to share your content.
Creates additional “bridges” to your website.
Makes it easy for employees to share remarkable content.
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Quick Guide to Sharing:
Setup AddThis or ShareThis on all relevant pages of your website (all blog pages, press releases, news, events, bios, etc.)
Setup your social profiles on all relevant social media sites (LinkedIn, Twitter, Facebook, Digg, Reddit etc.)
When you create content within your blog, share your content with all your social media connections and ask co-workers/readers to do the same.
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44% of online shoppers begin by using a search engine.
-Shopping and Personal Finance70% of links users click on are organic, not paid.
-Marketing Sherpa
60% of all organic clicks go to the top 3 search results.
-Business2Community
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Factors for Ranking Well:
On-page SEO – Choosing the keywords that you want to eventually rank for; optimizing content, titles and writing effective page descriptions.
Off-page SEO – Getting others to link to your content using keywords from your content.
Code – Writing great code that structures your data in a way that search engines understand.
URL Structure – Creating URLs that describe your content hierarchy.
Content Structure– Correctly use body tags (headings, strong) & meta tags (title, description).
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of users admit to making judgements about a company’s credibility based on their website’s design.
75%
of a website user’s first impressions are design-related.94%
of B2B customers search the web before making a purchase decision.85%
-Stanford Web Credibility Research
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2010 2011 2012 2013 2014 2015*0%
5%
10%
15%
20%
25%
30%
35%
40%
2.9%6.1%
10.9%
17.0%
28.9%
33.4%
Percent of web pages served to mobile phones
Growth of Mobile Web Use
Source: Statista.com
For the first time, in 2014Americans usedsmartphones & tablesmore than PC’s to access the Internet
- comScore
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61% of people say they are likely to leave a site if it isn’t mobile friendly.
-Gomez
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gain loss
19.5%
46.6%On Apr 21, 2015, Google rolled out a mobile friendly update.
Nearly half of non mobile webpages lost rankings.
Mobile-Friendly Impacts SEO
- Stone Temple Consulting
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Making a Great Impression on Any Device
Build your site’s theme using a responsive framework. rec: Twitter Bootstrap.
Define breakpoints based on widths of popular screen sizes. phones (<768px), tablets (>768px), desktops (>992px), large screens (>1200px)
Brand like a publisher; create a style guide for key design elements.
Define how page layouts and design elements work for or each breakpoint.
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Creating a Great Attraction Website
High-impact lookStyle guide integrationMulti-media responsive (mobile)Fast load time
ImpressTaxonomyQuality searchRecommendationsSocial commentingSocial sharingSubscribing
Engage
SEOSocial sharingFeedsEmail promotion
Promote
Brochure Content
Sales Leads
Contact Us Form
Attraction Content
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The Inbound ProcessPrinciple #2:
Convert
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A site that converts well allows marketers to focus less on generating huge amounts of traffic.
Conversion is the science of getting users to take action.
Conversion is what increases leads, sales and retention.
It is important to provide multiple ways for visitors to engage versus simply calling or buying something from your site (subscribing to newsletter, downloading an eBook, etc.).
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Nurturing Visitors to Customers
Visit from Google
Read a post
Positive firstimpression
Sales call
Share on social
Found postHighly valuable
Give marketing permission
Enticed by premium offer
Impressed bypremium offer
Register for follow-up offer
Impressed byfollowup offer
willingness to engage
dept
h of
eng
agem
ent
Series1
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The Conversion Process
Contact Us Form
Sales Leads
Attract
Convert
Improve
Content
Search Social MediaCalls-To-Action
Attraction Content
Marketing Leads Nurturing
Thank You PagesLanding Page
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None 1 to 5 6 to 10 11 to 15 16 to 40 Over 400
100
200
300
400
500
600
Leads
Leads
Landing Pages
leadindex
Impact of landing pages on leadsCompanies that have20+ landing pages get3.5xmore leadsthan companieswith less than 5
Source: HubSpot 2013 Marketing Benchmarks report
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Removing all navigation elements increases chance of form submittal.
Landing Page OptimizationOffer must be valuable enough for a person to share their personal information.
Optimizing the number of form fields can significantly increase form submittals.
Include a visual and a brief summary of the benefits of the offer.
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CTA Examples
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CTAs promoting eBooks get almost twice the click-through-rate as emails promoting webinars.
Effective CTAs
CTAs in contrasting colors to the website generate more clicks.
Using matching action verbs on headlines and buttons is more effective than using different words.
Matching CTA offers to the page’s subject and visitor interest dramatically increases click through.
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Lead Nurturing
searchengines
ToFu MoFu BoFu
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Calls-To-Action
Inbound Marketing Website
TrafficSources
Content
Conversion
Audience
Sales LeadsMarketing Leads Lead Nurturing
Sales RequestToFu Offers
Attraction Content Brochure Content
Search EmailSocial Media
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The Inbound ProcessPrinciple #3:
Improve
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Work smarter: Understand which activities produce better value.
The Real Value of Metrics
Drive results: Maintain focus on key performance indicators (KPI).
Gain an edge: Leverage unique insight via intelligence gathering.
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Install Google Analytics.
Getting the Most From Analytics
Use goals and valued events to measure all valuable activities.
Tag users to track what key people are doing on your site.
Use custom dimensions to track potentially meaningful page and visitor attributes.
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What provides the most value?
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Focus on KPIs
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Insight through Intelligence
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Marketing Automation
Widgets & AppsSocial MediaAnalytics
Visitor Intelligence
Keyword scoringKeyword rankingsROI tracking
Network scoringClickback tracking
Campaign scoringClickthrough tracking
Inbound Marketing Website
Social sharesCommentsVideo plays
ImpressionsClicksConversions
TrafficValued eventsGoalsSegmentation
Page viewsConversions
ClickstreamSegmentationScoring
TrafficSources
Content
Conversion
Audience
IntelligenceSources
Search Social Media Email
Attraction Content Brochure Content
Calls-To-Action
ToFu Offers Sales Request
Sales LeadsMarketing Leads Lead Nurturing
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Thank you!
Tom McCrackenLevelTen InteractiveDirector
Phone: 214.887.8586Email: [email protected]: @levelten_tomBlog: leveltendesign.com/blog/tomLinkedIn: linkedin.com/in/tommccracken