Digital marketing strategy begins with understanding the inbound marketing methodology and how to develop a strategy content plan focused on buyer personas and keywords your audience is searching for. This presentation provides an overview of inbound marketing and content strategy as well as useful links in the Resources section at the end. What is a good strategy without implementation though? Learn about marketing tactics including content development, social media, email marketing, SEO and SEM in this presentation shared at the Digital Marketing Power Workshop in Columbia, South Carolina on September 27, 2016.

1. Digital Marketing
Strategy & Tactics in Practice

2. Table of Contents
STRATEGY
Inbound Marketing
Content Strategy
TACTICS
Content Development
Social Media
Email
Search Engine Optimization (SEO)
Search Engine Marketing (SEM)

3. Inbound Marketing
STRATEGY

4. Inbound Marketing
● Consumer driven
● Timely
● Content rich
● Solutions based
● Blogging
● Social media
● SEO
● Permission based email
● Marketer driven
● Disruptive
● Hard sell
● Product based
● Broadcast/print advertising
● Cold calling
● Telemarketing
● Email to purchased lists
Outbound Marketing

5. Inbound Marketing Methodology
Attract Convert Close Delight
Blog
Website Pages
SEO
Social Publishing
Landing Pages
Forms
Calls-to-Action
Contacts
Lead Nurturing
Email
Workflows
CRM Software
Engagement
Surveys
Smart Content
Social Monitoring
Strangers Visitors Leads Customers Promoters

6. Inbound Marketing Funnel

7. Attracting Visitors
Blog Website Pages SEO Social Publishing
Top of the funnel
Consumer driven content
Google indexed pages
Links for social media
Bottom of the funnel
Static pages
Product/service offerings
Case studies
Testimonials
Demos
Contact us
Competitor research
Keywords
On-page SEO
Off-page SEO
Blog articles
Landing pages
Website pages
Microblogging
Online influencers

8. Converting Visitors to Leads
Landing Pages Forms Calls-to-Action Contacts
Middle of the funnel
Compelling content offers
Conversion opportunities
On all landing pages
Download content offer
Collect contact info
Promote landing pages
Placement on blogs
Placement on homepage
Placement on web pages
Placement on emails
Collect opt-in contacts
Develop lead lists
Segmentation

9. Closing Leads into Sales
Lead Nurturing Email Workflows CRM Software
Middle to bottom of funnel
Nurture existing contacts
Useful content
Lead follow up
Personalization
Share useful content
No hard sell
Automated lead nurturing
Pre-written emails
Predetermined schedule
Customer Relationship
Management Software
Email software
Contact segmentation
Automation
Lead scoring

10. Delighting Customers
Engagement Surveys Smart Content Social Monitoring
Stay in touch
Don’t over communicate
Relevant/useful content
Customer satisfaction
Net promoter score
Areas for improvement
Content personalization Engage with customers
Respond to feedback

11. Content Strategy

12. Priority
Initiative
Success
Factors
Perceived
Barriers
Decision
Criteria
Buyer’s
Journey
Buyer Personas

13. Buyer Personas
What business
conditions
trigger this
buyer’s decision
to look for our
product or
service?
Priority
Initiative
Success
Factors
Perceived
Barriers
Decision
Criteria
Buyer’s
Journey
What results or
outcomes does
this persona
expect from our
product or
service?
What attitudes
or concerns
prevent this
buyer from
purchasing our
product or
service?
What features of
our product or
service does
this persona
evaluate when
comparing
alternatives?
What steps does
this persona go
through to make
a decision and
is anyone else
involved?

14. Buyer Personas
● Insights give you confidence.
● Where to prioritize marketing investments.
● When sales people and campaigns can engage qualified buyers.
● How to focus creative and marketing efforts to impact buyers’ choices.
● Why the recommended strategy has the highest potential to achieve goals.
● What to include in messaging strategy and marketing content.
● Who sales people and lead generation campaigns should target.

15. Buyer Personas
● Focus only on characteristics that tell you how to persuade the buyer
● Consider demographics during the final stage of persona development
● Build an additional persona only when the differences impact the buyer’s
decisions

16. Buyer Personas
1. Focus on the Five Rings of Insight
2. Locate and recruit buyers to interview
3. Conduct revealing buyer interviews
4. Create personas from interview findings
5. Leverage buyer personas for marketing and sales enablement

17. Keyword Research
Google Adwords Keyword Planner

18. Keyword Research
Google Adwords Keyword Planner

19. Content Plan
Persona Name Awareness
They have realized and expressed
symptoms of a problem or opportunity.
Consideration
They have clearly defined and given a
name to their problem or opportunity.
Decision
They have defined their solution
strategy or approach.
Problem or
opportunity this
persona needs
help with.
Top of the Funnel
Blog content ideas
Middle of the Funnel
Compelling Content Ideas
Conversion Opportunities
Landing Pages
Bottom of the Funnel
Conversion Opportunities
PERSONA LIFECYCLE STAGE

20. Content Plan
Charles Awareness
They have realized and expressed
symptoms of a problem or opportunity.
Consideration
They have clearly defined and given a
name to their problem or opportunity.
Decision
They have defined their solution
strategy or approach.
Charles is looking to
improve his
advertising and lead
generation efforts.
Traditional
advertising is
expensive and
continues to be less
and less effective.
He’s looking for a
better solution to
drive website traffic
and convert leads
on his website.
Blog Content Ideas:
Pay Per Click Advertising for
Beginners
Why Facebook Ads Don’t Suck:
How to Make Them Work for You
5 Vital Social Media Rules Small
Businesses Should Follow
8 Tips for Marketing Your
Business on Facebook - and
Getting Real Results
Conversion Ideas:
TIPSHEET: 10 Ways Social
Media Positively Affects Small
Business Performance
WHITEPAPER: 8 Steps a Small
Business Can Take to Counter
Social Media Risks
GUIDE: Understanding the Many
Acronyms of Online Advertising
and Internet Marketing
Conversion Ideas:
CASE STUDIES
TESTIMONIALS
DEMOS
PERSONA LIFECYCLE STAGE

21. Tactics

22. Content Development
TACTICS

23. Content Development Tactics
Long Form Content
Landing Pages
Calls-to-Action (CTAs)
Blogging
Images
Video

24. Social Media
TACTICS

25. Social Media Tactics
● Implement content strategy in social.
● Follow and engage industry online influencers.
● Monitor and respond in timely manner.
● Share other people’s content.
● Post original blogs linking to your website.
● Post links to your landing pages.
● Launch social media ads to promote blogs and landing pages.

26. Social Media Ads
● Retargeting
○ Website visitors
○ Email addresses
○ Phone numbers
● Interests
● Behaviors
● Followers of online influencers

27. Email Marketing
TACTICS

28. Email Marketing
● Forget the newsletter
● Adopt the newsbrief
● Publish newsletter content on blog
● Summarize and link blogs in monthly newsbrief
● Use CTAs for current conversion campaigns/events
● Offer frequency options in subscription offer

29. Search Engine Optimization
TACTICS

30. Search Engine Optimization
On-Page SEO
● Keywords
● Metadata
● Google indexed pages
● Anchor text
Off Page SEO
● Directories
● Inbound links
● Site traffic

31. Search Engine Optimization

32. Search Engine Marketing
TACTICS

35. SEM is complicated.
Outsource it.

36. Resources

37. Inbound Marketing
● Hubspot Marketing Blog
● Hubspot Academy Online Certifications
● How to Create a Comprehensive Inbound Marketing Plan
● Ultimate Library of Inbound Marketing Templates
● Template: Inbound Marketing Traffic and Leads Calculator
● 8 Marketing Budget Templates

38. Content Strategy
● Content Planning Template
● Buyer Persona Institute
● Google Adwords Keyword Planner
● Ultimate Content Mapping Kit

39. Content Development
DIY Tools
● Blog Topic Generator
● Canva (design)
● Animoto (video)
● 29 Free Online Design Tools
● Wufoo (online forms)
● Cognito Forms (HQ in Columbia)
● How to Create Infographics in PPT
● 50 Customizable CTA Templates
Outsourcing Recommendations
● Constant Content
● Fiverr
● Upwork
● Visually
● The Draw Shop

40. Social Media
● Social Media Strategy Kit
● Facebook Blueprint: Training Modules
● Facebook Custom Audiences
● Twitter Tailored Audiences
● Buffer
● Hootsuite

41. Email Marketing
● How to Create Email Newsletters That Don’t Suck
● Mailchimp
● Constant Contact

42. Search Engine Optimization (SEO)
● On Page SEO Guide
● Guide: Introduction to SEO
● Ebook: Learning SEO from the Experts
● Search Engine Optimization Kit

43. Search Engine Marketing (SEM)
Outsourcing Recommendations:
● Contact Lauren Libet at State Media