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Inbound Marketing
Twitter: #ActiveIM


SEO, Social Media, and Content: The Three
  Musketeers of Inbound Marketing!




               www.ActiveConversion.com | 1-877-871-2ROI
Agenda
• Push Vs Pull Marketing
• Pull Marketing = Inbound Marketing
   SEO
   Social Media
   Content

• Metrics
     Marketing automation to generate & nurture
      Leads

                www.ActiveConversion.com | 1-877-871-2ROI
Push Vs Pull Strategy




    www.ActiveConversion.com | 1-877-871-2ROI
Search Engine Optimization




       www.ActiveConversion.com | 1-877-871-2ROI
Search
Can customers find you?


       Outside of knowing your brand or getting referred.


Search engines is how people connect to
           information online.




                www.ActiveConversion.com | 1-877-871-2ROI
Why Optimize?
Don’t be a billboard in a desert



        Having a website is not enough.

Your website maybe invisible to search engines, or you may appear like one of
                millions of cookie cutter companies to Google.




                      www.ActiveConversion.com | 1-877-871-2ROI
Be the Smart Kid
Getting high grades with Google


    If you want Google to like you, give
            Google want it wants.

 What Google wants is for you to follow the rules and tell it what you are all
 about. Google also wants to hear from everyone else what they know about
                                   you too.

                     You have to optimize for Google.




                      www.ActiveConversion.com | 1-877-871-2ROI
SEO
Benefits!

• Get found On Google
• Credible keyword oriented content that is
  indexed thoroughly
• Link popularity and other offsite activities to
  increase credibility
• Web site optimization, including inserting tags
  and removing indexing barriers


               www.ActiveConversion.com | 1-877-871-2ROI
SEO
Marketing effectiveness!
        SEO effectiveness at accomplishing
        various marketing objectives




            www.ActiveConversion.com | 1-877-871-2ROI
Social Media




www.ActiveConversion.com | 1-877-871-2ROI
Social Media
I tweet!


            It’s more than just Twitter.

 Think beyond just Twitter, Facebook or Linked In. Social Media are Blogs,
          Webinars, Podcasts, YouTube, Flicker and so much more.




                     www.ActiveConversion.com | 1-877-871-2ROI
Social Media
I blog!


 Social Media’s true power is feedback.

Don’t just push out content and updates via Social Media without considering
   the SOCIAL part of things. The reason why social media has become so
                     popular is because it’s INTERACTIVE.




                      www.ActiveConversion.com | 1-877-871-2ROI
Social Media
Benefits!

• Increases the amount of SEO friendly content on
  the web
• Generates inbound links
• Increases the number of listings in the SERP’s
• Improves the quality of your website’s traffic
• Improves search conversion rates



              www.ActiveConversion.com | 1-877-871-2ROI
Social Media
I promote!
Plans for the Use of Social Media for Promotion or Engagement for
events (Late 2010 to Late 2011)




        ©2011 Osterman Research, Inc. and Quantum Leap Marketing, Inc.

                        www.ActiveConversion.com | 1-877-871-2ROI
Content
It’s all about content & content is
                King
                            Webinars
                            Blog
                            Whitepapers
                            Twitter Streams
                            LinkedIn Groups
                            Video –YouTube
                            Podcasts

          www.ActiveConversion.com | 1-877-871-2ROI
The Right Content
Does it matter to them?


  Compile content that shows thought
              leadership.




           www.ActiveConversion.com | 1-877-871-2ROI
The Right Content
Doesn’t come from you


   User Generated Content (UGC) is
        mightiest of all content.




          www.ActiveConversion.com | 1-877-871-2ROI
Content
Benefits!

• Engages the reader
• Increases search engine rankings and traffic
• Promotes the likelihood of quality links from
  other sites
• Creates thought leadership & credibility




               www.ActiveConversion.com | 1-877-871-2ROI
Content
Marketing effectiveness




          www.ActiveConversion.com | 1-877-871-2ROI
Content
Marketing challenge




          www.ActiveConversion.com | 1-877-871-2ROI
Metrics
• You have your inbound marketing working,
  now what?
     Marketing Automation
       » Analytics (Track & analyze visitors)
       » Generate leads (Convert web visitors into leads)
       » Nurture leads (Convert leads into sales ready
         leads)




                  www.ActiveConversion.com | 1-877-871-2ROI
Online Marketing &
Marketing Automation
Fact: Only 0.5-4% of                    Traditional
visitors to your website
                                        Marketing:
identify themselves
                                          Trade
                                        Shows, Ads
                                                                                                 Follow up interested
                                                                                                      prospects

                                                                Email:
             PPC,
                                                               Blasts &                                      Auto filtered for
           Banner Ads
                                        Web                    Nurturing
                                                                            Click throughs are
                                                                                                             Sales Reps
                                                                                                             prioritization; a

                                        Site                                like form fills
                                                                                                             self populating
                                                                                                             call list


                                        Visits
                                                                                                   ActiveConversion:
                                                        Social                                      Lead Generation
                           Search                      Media:                                       Prospect Scoring
                           Engine                     Blogs, FB,                                    Competitive Intel
                           Visibility                 LinkedIn
                                                        Twitter




                                            www.ActiveConversion.com | 1-877-871-2ROI
Marketing Automation
Benefits!


• Fix follow-up failure
• Make campaigns buyer-centric
• Make marketing's contribution to the pipeline
  measurable




               www.ActiveConversion.com | 1-877-871-2ROI
What is ActiveConversion?
•   Lead Generation – reverse IP lookup
•   Lead Scoring – prioritization, timing
•   Lead Management – M&S alignment
•   Lead Nurturing – the leaky funnel
•   Marketing ROI – testing and measuring




              www.ActiveConversion.com | 1-877-871-2ROI
Questions?

      Jim Wong                                        Jon Edgar
Inbound Marketing Specialist                         Account Executive
 ActiveConversion                              ActiveConversion
     403-508-9889 x111                            403-508-9889 x118
jwong@ActiveConversion.com                   jedgar@ActiveConversion.com

                    Web: www.ActiveConversion.com
                   Twitter: http://twitter.com/ActiveConv
             Facebook: http://www.facebook.com/ActiveConv
            B2B Marketing Blog: http://b2b-marketingblog.com/
            Online Marketing Blog: http://blog.foundpages.com/




                    www.ActiveConversion.com | 1-877-871-2ROI

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Inbound Marketing

  • 1. Inbound Marketing Twitter: #ActiveIM SEO, Social Media, and Content: The Three Musketeers of Inbound Marketing! www.ActiveConversion.com | 1-877-871-2ROI
  • 2. Agenda • Push Vs Pull Marketing • Pull Marketing = Inbound Marketing  SEO  Social Media  Content • Metrics  Marketing automation to generate & nurture Leads www.ActiveConversion.com | 1-877-871-2ROI
  • 3. Push Vs Pull Strategy www.ActiveConversion.com | 1-877-871-2ROI
  • 4. Search Engine Optimization www.ActiveConversion.com | 1-877-871-2ROI
  • 5. Search Can customers find you? Outside of knowing your brand or getting referred. Search engines is how people connect to information online. www.ActiveConversion.com | 1-877-871-2ROI
  • 6. Why Optimize? Don’t be a billboard in a desert Having a website is not enough. Your website maybe invisible to search engines, or you may appear like one of millions of cookie cutter companies to Google. www.ActiveConversion.com | 1-877-871-2ROI
  • 7. Be the Smart Kid Getting high grades with Google If you want Google to like you, give Google want it wants. What Google wants is for you to follow the rules and tell it what you are all about. Google also wants to hear from everyone else what they know about you too. You have to optimize for Google. www.ActiveConversion.com | 1-877-871-2ROI
  • 8. SEO Benefits! • Get found On Google • Credible keyword oriented content that is indexed thoroughly • Link popularity and other offsite activities to increase credibility • Web site optimization, including inserting tags and removing indexing barriers www.ActiveConversion.com | 1-877-871-2ROI
  • 9. SEO Marketing effectiveness! SEO effectiveness at accomplishing various marketing objectives www.ActiveConversion.com | 1-877-871-2ROI
  • 11. Social Media I tweet! It’s more than just Twitter. Think beyond just Twitter, Facebook or Linked In. Social Media are Blogs, Webinars, Podcasts, YouTube, Flicker and so much more. www.ActiveConversion.com | 1-877-871-2ROI
  • 12. Social Media I blog! Social Media’s true power is feedback. Don’t just push out content and updates via Social Media without considering the SOCIAL part of things. The reason why social media has become so popular is because it’s INTERACTIVE. www.ActiveConversion.com | 1-877-871-2ROI
  • 13. Social Media Benefits! • Increases the amount of SEO friendly content on the web • Generates inbound links • Increases the number of listings in the SERP’s • Improves the quality of your website’s traffic • Improves search conversion rates www.ActiveConversion.com | 1-877-871-2ROI
  • 14. Social Media I promote! Plans for the Use of Social Media for Promotion or Engagement for events (Late 2010 to Late 2011) ©2011 Osterman Research, Inc. and Quantum Leap Marketing, Inc. www.ActiveConversion.com | 1-877-871-2ROI
  • 15. Content It’s all about content & content is King Webinars Blog Whitepapers Twitter Streams LinkedIn Groups Video –YouTube Podcasts www.ActiveConversion.com | 1-877-871-2ROI
  • 16. The Right Content Does it matter to them? Compile content that shows thought leadership. www.ActiveConversion.com | 1-877-871-2ROI
  • 17. The Right Content Doesn’t come from you User Generated Content (UGC) is mightiest of all content. www.ActiveConversion.com | 1-877-871-2ROI
  • 18. Content Benefits! • Engages the reader • Increases search engine rankings and traffic • Promotes the likelihood of quality links from other sites • Creates thought leadership & credibility www.ActiveConversion.com | 1-877-871-2ROI
  • 19. Content Marketing effectiveness www.ActiveConversion.com | 1-877-871-2ROI
  • 20. Content Marketing challenge www.ActiveConversion.com | 1-877-871-2ROI
  • 21. Metrics • You have your inbound marketing working, now what?  Marketing Automation » Analytics (Track & analyze visitors) » Generate leads (Convert web visitors into leads) » Nurture leads (Convert leads into sales ready leads) www.ActiveConversion.com | 1-877-871-2ROI
  • 22. Online Marketing & Marketing Automation Fact: Only 0.5-4% of Traditional visitors to your website Marketing: identify themselves Trade Shows, Ads Follow up interested prospects Email: PPC, Blasts & Auto filtered for Banner Ads Web Nurturing Click throughs are Sales Reps prioritization; a Site like form fills self populating call list Visits ActiveConversion: Social Lead Generation Search Media: Prospect Scoring Engine Blogs, FB, Competitive Intel Visibility LinkedIn Twitter www.ActiveConversion.com | 1-877-871-2ROI
  • 23. Marketing Automation Benefits! • Fix follow-up failure • Make campaigns buyer-centric • Make marketing's contribution to the pipeline measurable www.ActiveConversion.com | 1-877-871-2ROI
  • 24. What is ActiveConversion? • Lead Generation – reverse IP lookup • Lead Scoring – prioritization, timing • Lead Management – M&S alignment • Lead Nurturing – the leaky funnel • Marketing ROI – testing and measuring www.ActiveConversion.com | 1-877-871-2ROI
  • 25. Questions? Jim Wong Jon Edgar Inbound Marketing Specialist Account Executive ActiveConversion ActiveConversion 403-508-9889 x111 403-508-9889 x118 jwong@ActiveConversion.com jedgar@ActiveConversion.com Web: www.ActiveConversion.com Twitter: http://twitter.com/ActiveConv Facebook: http://www.facebook.com/ActiveConv B2B Marketing Blog: http://b2b-marketingblog.com/ Online Marketing Blog: http://blog.foundpages.com/ www.ActiveConversion.com | 1-877-871-2ROI