Harnessing inbound markting to boost your sales

transcript

HARNESSING INBOUND MARKETING TO BOOST YOUR SALES ED GOULD CREATIVE DIRECTOR

www.carswellgould.co.uk

award winning / creative / web / PR / social / integrated strategy

MARKETING IN THE DIGITAL

OF DIRECT MAIL IS NEVER OPENED

OF EMAIL USERS HAVE UNSUBSCRIBED FROM A COMPANY

THEY PREVIOUSLY OPTED INTO

OF ONLINE EXPERIENCES BEGIN WITH A SEARCH ENGINE

OF ALL BUYING DECISIONS BEGIN ONLINE

WHAT IS INBOUND OR

CONTENT MARKETING?

INBOUND MARKETING IS CREATING CONTENT ABOUT YOUR PRODUCT

OR SERVICES THAT YOUR CUSTOMERS WILL LOVE, AND

MAKING IT REALLY EASY TO FIND AND ENGAGE WITH.

SAID SIMPLY

•  Content creation •  Cyclical marketing •  Personalisation •  Multi-channel •  Integration •  Focus on being found

KEY ELEMENTS INBOUND MARKETING

•  SEO & PPC •  Opt in email lists •  Authoring books/print media •  Supporting/sponsoring events •  Press and public relations •  Thought leadership •  Community building •  Influencer outreach

•  Blogging •  Public speaking •  Earned social media •  Word of mouth & viral marketing •  Content creation & marketing •  Organic app store visibility •  Video content •  Interactive content/games

COMMON TACTICS INBOUND MARKETING

IN PRACTICE

LEAD TO CUSTOMER CONVERSION RATE

INCREASE IN DIRECT TRAFFIC AFTER A YEAR

+ MONTHLY DIRECT TRAFFIC

MAXSEA INTERNATIONAL CASE STUDY

9.2% 43%

18 MILLION PEOPLE REACHED

REACHED A NICHE MARKET

SOCIAL/VIRAL REACH OF OVER 2 MILLION

GORE-TEX ARCTIC CHALLENGE CASE STUDY

GORETEX ARCTIC CHALLENGE

CG CHANGED THE PUBLIC OPINION OF RIBS TO SHOW THAT ANYONE CAN HEAD

OUT ON THE OPEN SEAS

Multi Platform activity CASE STUDY

GORETEX ARCTIC CHALLENGE

•  Simple picture focused content strategy

•  Questions from the community are replied to in a timely fashion with clear indication of next action

•  Has created its own community online and people regularly share their photos on the page

•  Tells people stories and builds trust

•  Photo competition launched in the Daily Echo

ABP SOUTHAMPTON CASE STUDY

GUY COTTEN CASE STUDY

SORTIE EN MER

8 + MILLION ‘DROWNED’ ON THE COMPNAY WEBSITE

5 MILLION + VIDEO VIEWS

LOADS OF CONTENT AND BACKLINKS

GUY COTTEN

Reach more customers

Your customers are more likely to search online as you are niche

You are experts in your field so can create the content yourselves or with help

Many of you have highly visual and engaging products and services

Target your marketing effort

A WINNING COMBINATION INBOUND MARKETING

HOW DO I GET GOING?

•  Work out WHAT YOUR AIM IS •  Create a blog and update it with content that is user centric •  Create simple video content with you as the expert •  Actively participate in conversations within the industry •  Share live updates on marine industry, news, launches and opinions •  Profile your target group then understand its behaviour online •  Undertake competitor analysis •  Create a simple strategy with activity every month •  Use Google calendar to plan your activity

SOME SIMPLE STEPS INBOUND MARKETING

www.carswellgould.co.uk/content

Harnessing inbound markting to boost your sales

Marketing