Transform Your Website Into An Inbound Marketing Machine
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The document discusses the importance of transforming websites into inbound marketing tools by creating remarkable content that attracts visitors and generates leads through various digital platforms. It emphasizes strategies such as blogging, social sharing, search engine optimization, and effective calls-to-action (CTAs) to improve engagement and conversion rates. Additionally, it highlights the need for user-friendly website design and the use of landing pages to enhance lead generation.
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Transform Your Website Into An Inbound Marketing Machine
- 1. Inbound Marketing Transform Your Website Into An Inbound Marketing Machine getlevelten.com i j k l m
- 2. The Shift: Mass Media
- 3. Print: 1500s
- 5. Cinema: 1900
- 6. Radio: 1910
- 11. Marketing Effectiveness 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. People are sick and tired of being interrupted and have become experts at blocking out marketers!
- 12. Who Moved My Customers?
- 13. Typical Website
- 15. Hub and Spoke
- 16. Attracting
- 17. 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
- 18. Businesses with websites of 400- 1000 pages get 6x more leads than those with 51-100 pages.
- 19. 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?
- 20. Variety is spice of life. Blog articles – One-page articles on topics related to your industry White papers – Five- to seven-page papers that educate your marketplace on an industry trend or challenge. White papers shouldn’t be about products Videos – Short two- or three-minute videos about your industry. Product videos are good too, but do not spread as easily Webinars…Podcasts…Webcasts…Infographics
- 21. Blogging Drives Traffic & Inbound Leads
- 22. Businesses that blog have 97% more inbound links and attract 55% more visitors than those that don’t. -Hubspot
- 23. 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
- 24. Quick guide to blogging: Setup your blog on YOUR domain (blog.yourdomain.com, yourdomain.com/blog) 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, RSS digests Start commenting on other people’s blogs Write often and be patient
- 25. Add Social Sharing To All Relevant Pages
- 26. Why is Social Sharing Important? Social Media Website Allows users to share your content. Creates additional “bridges” to your website. Makes it easy for employees to share remarkable content.
- 27. Social media has a 100% higher lead-to-close rate than outbound marketing. -State of Inbound Marketing 2012
- 28. Quick guide to sharing: Setup your social profiles on all relevant social media sites (LinkedIn, Twitter, Facebook, Digg, Reddit etc.) Setup AddThis or ShareThis on all relevant pages of your website (all blog pages, press releases, news, events, bios, 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.
- 29. Build for Search Engines: Search Engine Optimization
- 30. 79% of links users click on are organic, not paid. -Marketing Sherpa
- 31. Factors for ranking well: 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 using headings and keywords. On-page SEO – Choosing the keywords that you want to eventually rank for, optimizing page titles and writing effective page descriptions. Off-page SEO – Getting others to link to your content using keywords from your content.
- 32. The strongest influences on search rankings is the number and quality of inbound links to a web page.
- 33. Convert
- 34. Conversion is that science of getting users to take action. A site that converts well allows marketers to focus less on generating huge amounts of traffic 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.)
- 35. Who is your audience and what are they most interested in?
- 36. Wireframes Show the structure of the website Custom user paths Most important user interface elements, their position and relationships between website pages
- 37. Design Considerations Design for mobile first Think about using circular buttons rather than squares and make large touch-points Think about how responsive design works and design site accordingly Don’t over design. Keep it clean and simple Use images that work well for mobile – no embedded text within images
- 39. Did you know… CTAs promoting eBooks get almost twice the click-through-rate as emails promoting webinars 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
- 40. 4 Qualities of CTAs Valuable Easy To Use Prominent Action Oriented
- 41. Examples
- 43. Companies with 30+ landing pages generate 7x more leads than those with fewer than 10.
- 44. 68% of B2B businesses use landing pages to garner a new sales lead for for future conversion.
- 45. Did you know… Removing all navigation elements increases chance of form submittal Offer must be valuable enough for a person to share their personal information Optimizing the number of form fields can significantly increase form submittals.
- 46. Marketing Website Content/User Management Knowledge Base Extra / Intranets Newsletters SEO Digital / Process Management Document Management Web Services Landing Pages Analytics / Reporting CRM Product One-sheets Content Delivery Networks Automated Marketing Systems Press Room User Permissions Blog Wiki Forum Contracts Workflow Multiple Languages Video Tutorials Application/Spec Guides Mobile Apps Inbound-based Website
- 47. Thank You! Brent Bice, Vice President [email protected] LevelTen Interactive www.getlevelten.com