ocala vistage presentation - 352 inc., 5/7/14
DESCRIPTION
TRANSCRIPT
![Page 1: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/1.jpg)
@352inc352inc.com
![Page 2: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/2.jpg)
@352inc352inc.com
Creating an Online Sales EngineHow Inbound Marketing Can Improve your Brand & Bottom Line
Presented by Peter VanRysdamFounding Partner, 352 Inc.
![Page 3: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/3.jpg)
@352inc352inc.com
Topics to Cover:• Moving from outbound to inbound marketing
• Positioning your organization as a thought leader through content marketing
• How to get the most from social media
• Using marketing automation tools
• How to effectively make your website the center of your marketing efforts
![Page 4: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/4.jpg)
@352inc352inc.com
Outbound vs. Inbound Marketing
Source: http://www.baekdal.com/articles/management/market-of-information/
![Page 5: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/5.jpg)
@352inc352inc.com
Outbound vs. Inbound MarketingOutbound: Inbound:
![Page 6: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/6.jpg)
@352inc352inc.com
Outbound vs. Inbound Marketing
![Page 7: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/7.jpg)
@352inc352inc.com
Outbound vs. Inbound Marketing
Source: http://www.baekdal.com/articles/management/market-of-information/
![Page 8: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/8.jpg)
@352inc352inc.com
Outbound vs. Inbound Marketing• Examples of Outbound:
• Billboards, TV, Radio, print, Online display advertising
• Examples of Inbound:
• Thought leadership: Blogs, podcasts, video, eBooks, newsletters, whitepapers, SEO, SMM, Content Marketing, speaking
• Earned versus paid
![Page 9: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/9.jpg)
@352inc352inc.com
Outbound vs. Inbound Marketing• Broadcasting versus interacting
• Social Media platforms have leveled the playing field for a small brand’s reach vs. cost
• Larger brands have capabilities to provide more of a personal touch
![Page 10: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/10.jpg)
@352inc352inc.com
Repurposing Content
Inbound Examples
![Page 11: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/11.jpg)
@352inc352inc.com
Repurposing Content
Inbound Examples
![Page 12: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/12.jpg)
@352inc352inc.com
Repurposing Content
Inbound Examples
![Page 13: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/13.jpg)
@352inc352inc.com
Blogging Best PracticesWho should Blog?
• The More the Merrier
• Set Roles (& Stick to Them!)
• Stay on Point (Focus = Status and Rankings)
• Have a personality (blogging versus corporate communications)
![Page 14: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/14.jpg)
@352inc352inc.com
Who Should Blog?
Blogging Best Practices
![Page 15: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/15.jpg)
@352inc352inc.com
Blogging Best PracticesComing up with Good Content• Editorials versus Press Releases• Reactions to Industry News• Links to Articles• Product Reviews, Demos• Embed Videos and Other Visuals
![Page 16: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/16.jpg)
@352inc352inc.com
Blogging Best PracticesEncouraging Interaction• Participate on others’ blogs
CommentsReprints (with permission)Reaction PiecesGuest Blogging
•Solicit Feedback
Ask QuestionsUse Polls/SurveysTurn Questions Into New Posts
![Page 17: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/17.jpg)
@352inc352inc.com
Blogging Best PracticesPromoting your Blog• Add URL to Email Sig, Business Cards
• Include Blog Posts in e-Newsletter
• Setup Auto Integrations with Social Networks
• RSS Feed on Website
![Page 18: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/18.jpg)
@352inc352inc.com
Blogging Best PracticesSEO Tips• Blog Domain• Writing Strong, Relevant Titles• Building Links• Blogging Frequency
![Page 19: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/19.jpg)
@352inc352inc.com
Writing Strong, Relevant Titles
Blogging Best Practices
![Page 20: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/20.jpg)
@352inc352inc.com
Writing Strong, Relevant Titles
Blogging Best Practices
![Page 21: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/21.jpg)
@352inc352inc.com
Blogging Best PracticesMeasurement • Inbound Links• Analytics Software• Social Impact• RSS/Subscribers• RefID Tracking
![Page 22: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/22.jpg)
@352inc352inc.com
Measurement
Blogging Best Practices
![Page 23: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/23.jpg)
@352inc352inc.com
Measurement
Blogging Best Practices
![Page 24: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/24.jpg)
@352inc352inc.com
Blogging Best PracticesMeasurement • Inbound Links• Analytics Software• Social Impact• RSS/Subscribers• RefID Tracking
![Page 25: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/25.jpg)
@352inc352inc.com
Social Media Marketing• Marketing Myopia• Best Practices• Measuring ROI
![Page 26: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/26.jpg)
@352inc352inc.com
Social Media MarketingMarketing Myopia
• “The vision of most businesses is too constricted by the narrow understanding of what business they are in.”
– Theodore Levitt, Harvard Business
Review 1960
![Page 27: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/27.jpg)
@352inc352inc.com
Social Media MarketingMarketing Myopia• Railroads fall from dominance by not
positioning themselves as transportation companies
• Oil companies rebranding as energy companies
• Today’s Music industry, Newspapers?
![Page 28: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/28.jpg)
@352inc352inc.com
Social Media MarketingMarketing Myopia• What new channels are available to distribute
my brand (not just my product)?
• Don’t treat the new channels like the old – tailor your message
• Don’t simply copy social media success stories – help the medium evolve
![Page 29: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/29.jpg)
@352inc352inc.com
Social Media MarketingDell Avoids Myopia:•Dell starts as “PC’s Limited,” a computer OEM w/ print ads
• Evolved to “Dell Inc,” a tech company offering TV’s, etc
• Expands to retail sector
•Offers time sensitive specials, ideal for twitter users
• Recently eclipsed $3m in sales directly attributed to Twitter promotions in 2010 alone
•Over 1.4mm followers to date
![Page 30: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/30.jpg)
@352inc352inc.com
Just because you’re using social doesn’t mean you’re doing inbound
Broadcasting vs. Interacting
Transparent
ProactiveActive
![Page 31: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/31.jpg)
@352inc352inc.com
Just because you’re using social doesn’t mean you’re doing inbound
Broadcasting vs. Interacting
![Page 32: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/32.jpg)
@352inc352inc.com
Just because you’re using social doesn’t mean you’re doing inbound
Broadcasting vs. Interacting
Click icon to add picture
![Page 33: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/33.jpg)
@352inc352inc.com
The Obstacles of Social• Backlash for impersonal responses
• Mistakes are magnified
• There is no delete button
• Interns vs. Employees
![Page 34: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/34.jpg)
@352inc352inc.com
Just because you’re using social doesn’t mean you’re doing inbound
The Obstacles of Social
Click icon to add picture
![Page 35: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/35.jpg)
@352inc352inc.com
Just because you’re using social doesn’t mean you’re doing inbound
The Obstacles of Social
Click icon to add picture
![Page 36: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/36.jpg)
@352inc352inc.com
Just because you’re using social doesn’t mean you’re doing inbound
The Obstacles of Social
![Page 37: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/37.jpg)
@352inc352inc.com
Just because you’re using social doesn’t mean you’re doing inbound
The Obstacles of Social
![Page 38: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/38.jpg)
@352inc352inc.com
Just because you’re using social doesn’t mean you’re doing inbound
The Obstacles of Social
![Page 39: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/39.jpg)
@352inc352inc.com
Click icon to add picture
Justifying the Investment
Measuring Social
![Page 40: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/40.jpg)
@352inc352inc.com
Social Media Marketing• Nice to see – followers (passive), fans (active)• Important to see – KPIs, engagement
statistics, funnels• Mission Critical – Direct conversions
![Page 41: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/41.jpg)
@352inc352inc.com
Click icon to add picture
Nice to See…Not ROI
Measuring Social
![Page 42: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/42.jpg)
@352inc352inc.com
Click icon to add picture
Nice to See…Not ROI
Measuring Social
![Page 43: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/43.jpg)
@352inc352inc.com
Click icon to add picture
Important to See…Still Not ROI
Measuring Social
![Page 44: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/44.jpg)
@352inc352inc.com
Important to See…Still Not ROI
Measuring Social
![Page 45: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/45.jpg)
@352inc352inc.com
Important to See…Still Not ROI
Measuring Social
![Page 46: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/46.jpg)
@352inc352inc.com
Important to See…Still Not ROI
Measuring Social
![Page 47: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/47.jpg)
@352inc352inc.com
Mission Critical - ROI
Measuring Social
![Page 48: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/48.jpg)
@352inc352inc.com
Mission Critical - ROI
Measuring Social
![Page 49: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/49.jpg)
@352inc352inc.com
Marketing Automation• Personalized User Experience
• Learn User Behavior
• Easily Manage ROI
![Page 50: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/50.jpg)
@352inc352inc.com
Personalized User Experience
Marketing Automation
![Page 51: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/51.jpg)
@352inc352inc.com
Easily Manage ROI
Marketing Automation
![Page 52: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/52.jpg)
@352inc352inc.com
Easily Manage ROI
Marketing Automation
![Page 53: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/53.jpg)
@352inc352inc.com
Learn User Behavior
Marketing Automation
![Page 54: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/54.jpg)
@352inc352inc.com
Learn User Behavior
Marketing Automation
![Page 55: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/55.jpg)
@352inc352inc.com
Easily Manage ROI
Marketing Automation
![Page 56: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/56.jpg)
@352inc352inc.com
Website Usability
• Overall Principles
• Calls to Action
• Forms
• User Testing
![Page 57: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/57.jpg)
@352inc352inc.com
Overall Principles
Website Usability
Click icon to add picture
![Page 58: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/58.jpg)
@352inc352inc.com
Calls to Action
Website Usability
![Page 59: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/59.jpg)
@352inc352inc.com
Calls to Action
Website Usability
![Page 60: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/60.jpg)
@352inc352inc.com
Forms
Website Usability
![Page 61: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/61.jpg)
@352inc352inc.com
Forms
Website Usability
![Page 62: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/62.jpg)
@352inc352inc.com
User Testing
Website Usability
![Page 63: Ocala Vistage Presentation - 352 Inc., 5/7/14](https://reader031.vdocuments.mx/reader031/viewer/2022013003/5499cc0eb47959997d8b45d6/html5/thumbnails/63.jpg)
@352inc352inc.com
Thank You
Peter352