Post on 14-Sep-2014
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REAL CASES. REAL RESULTSInbound Marketing Success Webinar
Agenda
• Introduction – Chris Knipper• About Kuno Creative • Marketing Cases - 2 clients
– Strategy– Execution– Results
• Questions & Answers
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Chris KnipperPresident
Kuno Creative @chrisknipper
LinkedIn.com/in/chrisknipper
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About Kuno Creative
Marketing Company since 2000
• Branding & PR• Marketing Strategy• Print• Outdoor• Direct Mail• Website Development• Internet Marketing
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About Kuno Creative
Inbound Marketing since 2009
• Getting Found Online• Creating Great Content• Social Media
• Monitoring • Engagement• Marketing• Capturing Leads
• HubSpot Certified Partner
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Case Study 1
Outbound Marketing
• Direct Mail• Print Ads• Phone Books• Radio• Outdoor
Challenges
• Cost for lists and postage• Decline in newspaper readers• Search the internet vs. Phone books• Not targeted enough• Not easily measurable
Marketing Budget % Sales
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New Direction in 2010Inbound Marketing
Update Strategy
ChangeOutbound Marketing Budget % SalesToInbound Marketing Budget % Leads
Goals
• 25 leads = 8 customers• 1,400 visitors = 25 leads• Blogs + SEO + Social Media = 1,400 visitors• 4 customers /month = Positive ROI
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Integrated Strategy
Outbound
• Direct Mail• Radio• Banner Ads • Email Marketing
RADIO COPY
Eliminate electric bill shockthis summer. Schedule your air conditioning performance check. Be a Facebook fan of Raymond Plumbing, and your A‑C performance check could be free!
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Outbound Email Marketing
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Integrated Strategy
Inbound
• Update Website for Lead Capture• Development Compelling offers• Landing Pages
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Integrated StrategyInbound - Search Engine Optimization (SEO)
• Website pages• Blog articles• Videos
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Integrated Strategy
Inbound
Off page SEO
•Social Media Profiles• Facebook• LinkedIn• Twitter• Digg• StumbleUpon
• Social Media Monitoring• Facebook• LinkedIn Groups• Twitter Hashtags• Local blogs
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Integrated Strategy
Inbound
• Social Media Engagement• Series of Lead Nurturing emails• Additional Offers• Daily Interaction
Funny Plumbing Facts: Sir John Harington is credited with inventing the flushable toilet in 1596, hence the American nickname for it, “the john.”
Water Heater – How to You Tube videoTax Credit Trivia: (Q) How long do I have to take
advantage of the tax credit for energy-efficient home improvements? (A) The tax credit for..
Grand prize tickets to the Cav’s vs. Miami game)
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ImprovedTraffic to lead to conversion rateSearch engine rankings
Analyze Results
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Results Results for first 7 months
Website Traffic – 10,692Leads - 99Customers – 27Avg. 9 Customers month
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Case Study 2
Outbound Marketing
• Tradeshows• Distributors• Product Endorsements• Marketing Literature• Product Labels
Challenges
• Perceptions That It Is Not Easy to Care for Orchids• Cost to Reach a National Audience• Learning About Consumer Preferences• Spreading Consistent Brand Message Through Multiple Channels
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Inbound Marketing
Update Strategy
Build the Brand“Caring for Orchids is Easy”Build Loyal Brand Advocates Become Online Resource for Orchid Care
Goals
• Increase Website Traffic • Expand Reach in Social Media• Create Great Content for Consumers• Collect Consumer Data• Increase Demand for Distributors• Attract Additional Distributors
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Update Website Design
For the Consumer
• Design & Content Centered Around Consumer• Watering Reminder Emails
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Update Website Design
For the Consumer
• Orchid Care Downloads• Orchid Care Blog
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Expand Reach
Create Great Content
• Build YouTube Channel• Interactive Help Forums
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Get Found Online
Get Found & Interact
• Improve Organic Search• Interact in Social Media• Collect Consumer Data
• Surveys/Polls• Offers/Landing Pages
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Social Media Monitoring
Monitor & Respond
• Brand Mentions• Blogs• Facebook
• Identify Trends• Define Consumer Types• Respond w/ Helpful Content
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Social Media Engagement
Engage the Audience
• Ask Questions• Encourage Interaction
Poetry Contest
LinkedIn Orchid Care Group
Monitor & Respond
• Industry Groups• Thought Leaders
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Social Media Campaigns
Create Great Offers
• Customize for Audiences• Promote in Social Media
• Blog• FaceBook• Digg• Email Marketing
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Social Media Campaigns
Reward Brand Advocates
• New Offers First• Promote in Social Media
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Lead Nurturing Emails
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Create Landing Pages
Compare Conversion Rates and Optimize Marketing Budget
Add Retailers Conversion Form
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Results - Website Traffic Increase 500%
July 2010 Traffic
July 2009 Traffic
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674 Blog Subscribers in 90 Days
Social Media Campaign Summary
• 4,100+ Facebook fans• Uploaded 225+ customer photos• 7,000 new leads captured• 51.8% average conversion rate on 6 landing pages• 13,304 Lead Nurturing emails sent to leads• Email subscriptions grew to 17,000
Questions & Answers
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• Conclusion – Chris Knipper• Questions• Free Inbound BluePrint available
at www.kunocreative.com
Chris KnipperPresident
Kuno Creative @chrisknipper
LinkedIn.com/in/chrisknipper