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Evolving eCommerce:The Magento eCommerce Forum
INBOUND MARKETING:DEFINING YOUR ONLINE STRATEGY
TO GENERATE MORE BUSINESSSEPTEMBER 2012
September 2012 2
YOUR HOST & PANELIST
Ethan GiffinCEO
Groove Commerce
Panelist
Mack McGeeVP Sales & Marketing
Groove Commerce
Host
Webinar | Magento SEOWebinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business
3September 2012
ABOUT GROOVE COMMERCE
Our goal is to bridge the gap between marketing and technology and deliver a user-friendly, high converting product to each one of our clients.
Services include:• Website Design
• Magento Development & Integration
• Inbound Marketing Services
• Social Media Marketing
• Pay Per Click Management
• Search Engine Optimization
• Email Marketing
• Site Analysis
• Conversion Consulting
www.groovecommerce.com 800.564.9826@GrooveCommerce
Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business
Why Magento?
Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 4September 2012
POLL #1
• What is Inbound Marketing?
• How Customer Behavior has Changed
• The Elements of Inbound
• Creating the Blueprint
• Q&A
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 5
TODAY’S AGENDA
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 6
Outbound Marketing = Where businesses push their outbound messages at consumers. Techniques include direct mail, telemarketing, radio and trade shows
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 7
Inbound Marketing = A set of marketing strategies and techniques focused on pulling relevant prospects and customers towards a business and its products.
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 8
Blogging?
Facebook?Twitter?
Pinterest?LinkedIn?
All the Stuff You’re Told to Do –But Why?
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 9
But Why?
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 10
• Most people know WHAT they do
• Some even know HOW they do it
• Very few know WHY they do it
-Simon Sinek“Start with Why”
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 11
THE GOLDEN CIRCLE
Why Magento?
Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 12September 2012
SO HOW HAS CUSTOMERBEHAVIOR CHANGED?
AKA “THE WHY”
13
78% of Internet users conduct product research online.
14SOURCE: COMSCORE, AUGUST 2010
10.3 Billion
searches are conducted every month on Google.
15SOURCE: THE MEDIA AUDIT, OCTOBER 2010
1/3of US consumers spend three or more hours online every day.
SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010
SOCIAL NETWORKS/BLOGS ONLINE GAMES
EMAIL PORTALS VIDEOS/MOVIES
= 1 MINUTE
US Internet users spend 3x more minutes on blogs
& social networks than on email.
70% of the links search users
click on are organic—not paid.
SOURCE: MARKETING SHERPA, FEBRUARY 6, 2007
18
Companies that blog get
website visitors.
SOURCE: HUBSPOT, 2010
55% more
19
57% of businesses have acquired a customer through their company blog.
SOURCE: HUBSPOT, 2011
20SOURCE: HUBSPOT, 2011
67%of B2C companies and 41% of B2B companies
have acquired a customer through Facebook.
42%of companies have acquired
a customer through Twitter.
SOURCE: HUBSPOT, 2011
Why Magento?
Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 22September 2012
POLL #2
Why Magento?
Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 23September 2012
THE ELEMENTSOF INBOUND
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 24
ELEMENTS OF INBOUND
InboundMarketin
g
Blogging & ContentStrategy
PublicRelations
Search Engine
Optimization
Pay Per Click
Social Media
Conversion Optimization
Email Nurturing
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 25
INBOUND SALES FUNNEL
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 26
BREAKING DOWN THE FUNNEL
Top of the Funnel(TOFU)
BloggingSearch Engine
OptimizationPay Per Click Social Media
Middle of the Funnel
(MOFU)
Offers & Calls to Action
Conversion Optimization
Email Nurturing
Bottom of the Funnel
(BOFU)Analytics Hubspot
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 27
BLOGGING – FREQUENCY WINS
September 2012 28
SOCIAL MEDIA
• Connect with your most loyal customers• Customer service opportunities• Additional channel for promotions and
events• Increase traffic to your site• SEO benefits
Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business
Increase conversion rates by:• Testing changes in copy, layout, & usability• Making easy for visitors to navigate• Appealing to different types of shoppers• Keeping customers moving through the funnel
September 2012 29
CONVERSION RATE OPTIMIZATION
Spontaneous Competitive
MethodicalHumanistic
Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 30
ANALYZING YOUR ACTIVITIES
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 31
CONTACTS & ANALYTICS IN 1 PLACE
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 32
PROSPECTS ON YOUR SITE
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 33
CLOSING THE LOOP
Your Contacts Databas
e
Text goes here
Text goes here
Content Creation
Email &Lead
Nurturing
MarketingAnalytics
MarketingAutomation
SEO
SocialMedia
LandingPages
Why Magento?
Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 34September 2012
CREATING THEINBOUND BLUEPRINT
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 35
THE MAGIC LETTERS = GPCT
Goal
Plan
Challenges
Timeline
• Monthly Visitors
• Leads per Month
• Conversion Rate
• Marketing Qualified Leads
• Email List Size
• News Blogs / Comments
• Facebook Likes / Shares
• Twitter Followers / Retweets
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 36
SOME GOALS TO CONSIDER
It depends – test test test
• How often would you audience want to hear what you provide?
• General rules of thumb• Blogs. 1-3x per week• Email. 1-2x per month, depending on quality
and content• Social. 1+ per day – more is better, as long as
it’s relevant
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 37
OPTIMAL FREQUENCIES?
• Are You Blogging Enough?
• Are You Engaging Enough Socially?
• Are You Creating Offers that Convert?
• Are You Nurturing Your Leads with Email?
• Are You Closing the Loop with Tracking?
Creating good content is hard –make it work for you.
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 38
QUESTIONS TO ASK YOURSELF
Why Magento?
Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 39September 2012
POLL #3
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 40
THANK YOU – NEXT WEBINAR
Questions? Contact Us [email protected] | (888) 924-1951