Date post: | 23-Jan-2018 |
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Business |
Upload: | rodolfo-melogli |
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Learn, Identify & Exploit your
"Inbound"- Strategy
● “Inbound” = top of the funnel
● “Organic” vs paid traffic
● What works now?
● What doesn’t work anymore?
● Understand your ideal customer
● Take action consistently
Does it work?
Does it work?
Today: Interactive Workshop
BusinessBloomer.com/Slides
Yes!
Rodolfo Melogli @RMelogli
~ Author
~ Digital Marketing Coach
~ WooCommerce Expert
Lego MEng :)
Road MEng
Digital MEng
What Works Now
What Works Now vs What Used to Work
Focus on People
What Works Now vs What Used to Work
Writing for Users
What Works Now vs What Used to Work
SEO Check, Ongoing Content
What Works Now vs What Used to Work
“Like Us” > Viral
What Works Now vs What Used to Work
Push > Pull
What Works Now vs What Used to Work
Link Building > Attracting Links
What Works Now
Live & Recorded
What Works Now
Audio
What Works Now
Content Marketing
What Works Now
Social Media Groups
What Works Now
Joint Ventures
Workshop
#1
Understanding your customer’s pain points
Put yourself into your customer’s shoes. What problems do they have?
● Start-Up: cash flow?
● SME: failed at a DIY Google AdWords campaign?
● Clothes: bought cheap dress & wasted time?
● Drinks: not sure why choosing a craft beer?
● Food: restaurants < €20?
● Flowers: lasted < 24hrs?
● Home: sink drain stuck?
Group Exercise: Find your “Pain”
Put yourself into your customer’s shoes. What problems do they have? (TIPS)
● Quora search
● Twitter search
● Forums & FB, L’in groups
● Slideshare, Youtube
● Amazon book comments
● Blog comments
● Customer questions
● Google search “problem”, “help”, “DIY”, “issue”
● Website search queries [GA]
Workshop
#2
Understanding how your customer consumes
media
Put yourself into your customer’s shoes. What media do they use?
● Phone vs laptop?
● Video, audio or written?
● Images or text e.g. 10 mins (quick fix) or 1 hr (tutorial)
● FB, TW or L’in?
● Cold lead (reader) vs Hot lead (potential customer)
● Print or Online?
● Live or recorded?
Group Exercise: Find your “Media”
Workshop
#3
Understanding where your ideal customer is
There are different traffic sources. WHERE is your customer?
● Organic: content on your website (blog, video, etc.)
● Referrals: content on third party websites
● Social
● (Paid)
● Email: on yours or 3rd party newsletter
● Direct (branding): how well known is your website?
● Direct (in person): events?
There are different traffic sources. WHERE is your customer? (EXERCISE)
● Organic: content they want
● Referrals: websites that share the same target market
● Social: Groups? Hashtags?
● (Paid)
● Email: how big/relevant is your list? Can you find partners?
● Direct (in person): Events? Interviews? Networking?
Group Exercise: Where is your customer?
Workshop
#4
Assessing your past strategies
Take a look at your Analytics. What worked and what didn’t?
● Traffic Sources
● Referrals
● Social
● (Paid)
● Direct (online)
● Direct (in person)
● Goal e.g. purchase
Take a look at your Analytics. What worked and what didn’t? (EXAMPLE)
“Website Traffic Workshop Dublin”
● Guest Blog: 0 clicks, 2hrs
● Event websites: 11 clicks, 2 goals achieved
● Social: 6 FB, 9TW, 1 goal
● Organic: 8 clicks, 0 RSVPs
● Meetup.com (inc. Email to 750+): 186 clicks, 14 goals
● Chamber Appearance: 1 RSVP
Group Exercise: What would you do next time?
Workshop
#5
Identify your Inbound strategy
Now that you know who your customer is, what they like and where they hangout...
1. Set goals: how much traffic do you need to make a sale (conversion rate ~ 1%)?
2. Test: choose 2 inbound strategies e.g. 4 “how-to” blogs and 4 video “tuts”
3. Measure: have GA properly setup (next month topic!)
4. Exploit: pick the winning strategy and do more, more consistently
Why today’s event?
It took me a while to identify the “winner”. But you can in 3 months. What’s your 90-day goal?
BusinessBloomer.com/Slides
Thank you!
11 May