Highlights from the Branding in the Inbound Age Webinar:
4:36 – What is the definition of Inbound Marketing?
Instead of the old outbound marketing methods (i.e. print ads, billboards, etc.), inbound marketing focuses on creating educational, relevant, compelling content for the right people (your Ideal Clients) in the right places (channels) at just the right times (lifecycle stages).
Inbound marketing is not a tactic, channel or technology. It’s a way to approach your marketing to capitalize on the way consumers make buying decisions today. Brands with an Inbound approach, understand that people value personalized, relevant content and connections – not interruptive messages – at every stage of the sales funnel.
Inbound marketing includes:
- [icon type=”angle-double-right” class=”fa-li accent”]Lead generation and tracking with specific content, landing pages and calls to action
- [icon type=”angle-double-right” class=”fa-li accent”]Website optimization; both on-page and off-page SEO
- [icon type=”angle-double-right” class=”fa-li accent”]Email marketing
- [icon type=”angle-double-right” class=”fa-li accent”]Social media marketing
- [icon type=”angle-double-right” class=”fa-li accent”]Lastly, analytics is a big part of Inbound Marketing. If it can’t be measured, we’ll never know what impact a particular activity had on the business
8:06 – Why is Inbound Marketing so important for branding today?
There’s no doubt that the Internet has profoundly transformed the way we as consumers research and shop for products and services.
Ten years ago, companies reached their consumers through trade shows, print advertising, and other traditional marketing methods. Today, consumers start their shopping experience by looking on the Internet, search engines, the blogosphere, and social media sites. We conduct billions of Internet searches each month, download case studies and eBooks, opt into email newsletters, watch online videos, listen to podcasts, follow brands on social networks, join online communities, post reviews and read blogs.
There is a fundamental shift happening with consumer behavior called Selective Consumption – consumers are choosing when and where to interact with brands and we’re getting really good at avoiding traditional marketing.
Smart businesses who understand this fundamental shift in consumer behavior towards selective consumption are adding and integrating content, search, social, mobile, local, PR, email marketing, digital advertising and analytics into their overall marketing mix. They have switched their focus from interruption to getting found!
15:55 – What is a brand?
28:06 – Four steps to branding in the Inbound Age
- Create – In the inbound age, content is your brand online. It’s your salesperson, your marketing department; it’s your story, and every piece of content you publish reflects on, and defines, your brand. In the inbound age… Great content = great brand. Boring content = boring brand.At the heart of branding in the inbound age is your ability to develop a publisher mindset and culture at your company. Instead of thinking you need to put information in your audience’s lap, create interesting information that draws your audience in.
- Optimize – Google decides whether your content will rank well in search engines. In the inbound age, remarkable, search-engine optimized content gives your content its best chance of ranking well in Google.By understanding your keywords and implementing on-page search engine optimization (SEO) best practices, you can optimize your website for search engines like Google, Yahoo and Bing. By creating and optimizing content specifically for your ideal clients, you create a more targeted experience that moves them along your sales process.
- Promote – Social media plays a critical role in branding in the inbound age because it provides an outlet for all the great content you’re creating.A social presence for your brand and your client’s brands is essential in the inbound age. But not every social channel is right for every brand. You’ll need to sort through what’s out there to see what’s best – particularly for your target persona and any new audiences you’re working to reach in the future.
Publish ALL of your content. This can be in the form of a blog, podcast, videos, photos, presentations, eBooks or news releases.
- Covert and Analyze – Include a call to action on the bottom of your blog posts. Calls to action are offers that prompt people to fill out a form on a landing page, which converts a visitor into a lead.
Calls to action are critical to lead generation.
52:06 – Inbound Metrics
Here are some specific metrics you can measure for individual aspects of your branding efforts:
- Determine which keywords result in the most click-through to your landing pages landing pages
- See what blog content drives the most comments, social shares and inbound links. While leads are great, the content that is remarked upon and shared the most is often an indicator of inbound brand success
- Find out which email content drives the most forwards and conversions and to what segment of your list that content goes so you can better align email campaigns with the content that elevates your brand
- Determine the correlation between the number of Likes you generate for your Facebook page during a given campaign, and your sales results for the same period
- Find the type of social media content which results in the most engagement and track whether that engagement leads to revenue-driving behavior in the future and at what rate
54:30 – Key questions for branding in the Inbound Age
- [icon type=”angle-double-right” class=”fa-li accent”]Am I regularly creating new, share-worthy content?
- [icon type=”angle-double-right” class=”fa-li accent”]Am I optimizing my content for search and social media?
- [icon type=”angle-double-right” class=”fa-li accent”]Am I promoting my content in social media conversations?
- [icon type=”angle-double-right” class=”fa-li accent”]Am I converting as many visitors into leads and sales as I can?
56:26 – Free Inbound Marketing assessment offer
Learn more about Inbound Marketing and it’s impact on your business. Click the image below to download The Essential ABC’s of Inbound Marketing eBook today.