Intro To Inbound Marketing: Mary Mcknight

Intro to Inbound Marketing
http://www.facebook.com/marytmcknight
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Mary McKnight,
rebloggirl@gmail.com
2009 State of Technology
Mary McKnight, rebloggirl@gmail.com

The Shift in the Sales Process
Outbound Marketing Inbound Marketing
Mary McKnight,
Where do leads come from?
If 51% of your leads come from your online efforts, 51% of time and money
should be dedicated to your online strategies.
Mary McKnight,
SEO – 16% of leads
On Page SEO Off Page SEO
• Domain & URL structure • Backlinks from
• Title tags & meta data authoritative domains
• Rich, relevant content with quality anchor text
with strong internal and
external linking
Mary McKnight,
Search
Google :: Volume
70.93%
Yahoo :: 16.58%
Bing :: 8.91%
Ask :: 2.54%
AOL :: .28%
•*Data from Hitwise.com

2009 Search Study
•*Chart from SEOmoz
2009 Ranking Factors
Mary McKnight,
What is first page Google
placement worth?
1. 56% of clicks
2. 13% of clicks
3. 10% of clicks
4. 4% of clicks
5. 5% of clicks
6. 3% of clicks
7. .4% of clicks
8. 3% of clicks
9. 1% of clicks
10. 3% of clicks
Mary McKnight,
Finding the right
keywords
Make sure the keywords you are
targeting have value.
Use research tools like
SEO Book’s Keyword Tool
Determine the traffic value of #1
position for a prime keyword using
this formula ::
Total Daily Traffic for Keyword x 56% =
Total Estimated Traffic to Site
Ex. 159 x 56% = 89 visitors per day from
Google
Mary McKnight,
Email Marketing – 14% of leads
Database Collection Outbound Efforts
• Website/blog RSS feed • Only send something when
• Newsletter you have something important
to say
• Twitter • Group contacts based on
• Facebook fans and interest or type and message
groups them with targeted content
• Always include a call to action
• Specialized db of past
that links back to your lead
clients & prospects generator
• Keep messages short and use
accepted copywriting practices
Mary McKnight,
Fast Facts
80% of consumers subscribe to
permission-based email
messages from companies.
71% of U.S. online marketers
have used email marketing in
the past 12 months, and an
additional 12 percent plan to
use it within the next 12
months.
U.S. Internet users spend 15%
of total Internet time one mail.
JupiterResearch forecasted that
email marketing spending will
grow to $2.1 billion by 2010 in
the United States.
According to Forrester, the
value of the email marketing
market will grow by 12% per
annum, hitting $2.3 billion in
2012.
Email has among the highest
return on investment (ROI)
index of all marketing channels.
Mary McKnight,
• Be sure to include a link to your
property search and lead generator in
Resources the signature line of your email (this
www.salesforce.com
link is 10 times more likely to be clicked
www.constantcontact.com than a link to your homepage)
www.getresponse.com • Make your email signature a call to
www.emailflyerads.com
www.verticalresponse.com action! The best call to actions are
www.sharperagent.com specific like “search 143K homes for
sale in Orlando today” or “save $120K
on recent foreclosed homes now”
• Graphical call to actions are 10 times
more likely to be clicked than text links
on both email and your website
• Touch or drip email campaigns of 8
emails per year create 30% more
business per annum from your existing
database.
Mary McKnight,
Authentic Messages Create
Customers
Mary McKnight,
PPC – 13% of leads
Why Pay for Traffic? Best Practices
• Pay Per Click Campaigns • Set a budget based on
on Google generate keyword value
immediate targeted traffic • Hire an AdWords professional
to your site (typical fee 15% of campaign)
• Direct PPC traffic to
• If implemented correctly
conversion landing pages,
they have very high NOT your home page!
conversion rates • Use split testing for ads
• Use geo targeting for ad buys
• Measure your results
Mary McKnight,
Facts & Tools
Adwords Traffic Estimator
28% of all search traffic in Google
goes to the sponsored paid links
The #1 position is not always the
most profitable in PPC
The combination of first page
natural and paid search can
increase your traffic by more than
300%
Mary McKnight,
What Kind of Pages Do You Buy Traffic To?
Conversion Page Conversion Paths
• Conversion pages are
designed to “convert visitors
to customers”
• They offer little text and
many places to “take action”
that result in generating a
lead or a sale
• Ideally, there is little else a
visitor can do on a
conversion page other than
take action and convert
Mary McKnight,
Social Networking – 8% of leads
The Networks To Use Productivity Tools
• Facebook – 300M • Friend Feed
Personal Page
Aggregates social content
Business Page
Group
Pushes content to Twitter
• Twitter – 44.5M • Google Reader
Sharing RSS reader
Conversation Allows you to share content
• LinkedIn – 43M
• Tweet Deck
Business Growth
Talent Desktop/mobile Twitter client
Employment Allows you to publish to
multiple accounts
49 Amazing Social Networking Stats
Mary McKnight,
• Prior to the advent of
online social networks,
Action Items
ALWAYS fully fill out your
the accepted Dunbar
social profile and include
your web address.
number (average number
Talk to others 12 times
more than you talk about
of friends a single person
yourself
Aggregate and distribute
can keep in touch with
your content among your
social profiles for efficiency was 150)
Network UP not laterally
(AKA DON’T SOCIALIZE • Tools like Facebook,
WITH OTHER REALTORS)
MySpace and Twitter,
when used correctly can
increase that number 10
fold
Mary McKnight,
Social networks can be
•rebloggirl@gmail.com
Facebook
Most affluent users of any social
network
300 million users
The largest group of users is over
25 years old
System offers advertising, group
and business page creation and
the ability to segment “friends” for
targeted messaging
Mary McKnight,
Facebook
Strategies
Personal Page (Wall)
Business Fan Page (customized
with www.Involver.com)
Local business or real estate group
with regular messaging
Continued “friend” acquisition
Organize your friends into lists so
you can message them
appropriately
The name of the game is sharing
things that interesting to your
industry and business and to you
personally!
Mary McKnight,
This is Twitter on the
Twitter web
44.5 million users
•Not easy to use
1382% growth in usage
from Feb 08- Feb 09
•Does not update in real
81% are 25+ years old time
(median age – 31)
58% have a college degree
53% female
35% live in urban areas
55% live in suburban areas
83% of users earn more This is Twitter in
than $30K/year TweetDeck
10% of users earn more
than $75K/year •View conversations
*Twitter Statistics
•Multiple column views
•Multiple accounts
•Real-time updates
Mary McKnight,
What to Tweet
Talk to others 12 times more than
you talk about yourself
Share content you find online
(select a mix of things you find
personally and professionally
interesting)
NETWORK UP by talking to people
you would LIKE to meet.
Mary McKnight,
Viral Videos Create Traffic &
Brand Value
Mary McKnight,
• When creating viral content –
look for inspiration from sites that
Viral Content do it all the time:
Very little of what goes on in the RE
world is “viral” • www.cracked.com
Here are some examples:
Crisis of Credit Visualized
• www.twitter.com/shitmydadsays
Drunkonomics • www.textsfromlastnight.com
25 People to Blame for the Financi
al Crisis • www.collegehumor.com
• http://digg.com (look in the
offbeat section)
• Often, retweeting or sharing
funny youtube or posts from
around the internet is good
enough to garner some viral
value in your sphere.
Mary McKnight,
• Closely monitor your search
position for keywords, incoming
Measuring Your ROI links and traffic from search
Use a tool like VisiStat, Mint or
Google Analytics to track web
engines
traffic, clicks and conversion • If your traffic grows but your
Regularly check your competitor’s
sites through Alexa and Compete conversion does not, consider
Monthly check your website’s SEO
with WebsiteGrader and hiring a professional to analyze
SEOcentral
your website for landing page
optimization and conversion
psychology
• If your traffic begins to decrease,
immediately hire an SEO to
analyze your site as this can be
an indicator of serious problems
Mary McKnight,

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Intro to Inbound Marketing

Mary McKnight, rebloggirl@gmail.com

•*Data from Hitwise.com

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