Inbound marketing is the concept of earning the attention and business of prospects and customers through the development of unique content. That can include blogs, videos, enewsletters, SEO, social media, etc. Creating quality content is hard work, and there is no perfect solution or magic formula, so what works for one company may not work for another. Watch this webinar to learn some best practices that can help you focus on creating successful content and maximize the reach, value and return on your efforts.

1. Evolving eCommerce:
INBOUND MARKETING:
The Magento eCommerce Forum
DEFINING YOUR ONLINE STRATEGY
TO GENERATE MORE BUSINESS
SEPTEMBER 2012

2. Ethan Giffin Mack McGee
CEO VP Sales & Marketing
Groove Commerce Groove Commerce
Panelist Host
September 2012 Webinar | Magento Marketing: Defining Your Online Strategy to Generate More Business
Inbound SEO 2

3. 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.
www.groovecommerce.com
Services include: 800.564.9826
• Website Design @GrooveCommerce
• Magento Development & Integration
• Inbound Marketing Services
• Social Media Marketing
• Pay Per Click Management
• Search Engine Optimization
• Email Marketing
• Site Analysis
• Conversion Consulting
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 3

4. POLL #1
Why Magento?
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 4

5. • 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

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 6

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 7

8. Blogging?
Facebook?
Twitter?
Pinterest?
LinkedIn?
All the Stuff You’re Told to Do –
September 2012
But Why?
Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 8

9. But Why?
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 9

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”
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11. September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 11

12. SO HOW HAS CUSTOMER
BEHAVIOR CHANGED?
AKA “THE WHY”
Why Magento?
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 12

13. 78%
of Internet users conduct product research online.
13

14. 10.3 Billion searches are conducted
every month on Google.
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SOURCE: COMSCORE, AUGUST 2010

15. of US consumers spend
1/3 three or more hours
online every day.
15
SOURCE: THE MEDIA AUDIT, OCTOBER 2010

16. US Internet users spend
3x more minutes on blogs
& social networks
than on email.
= 1 MINUTE
SOCIAL NETWORKS/BLOGS ONLINE EMAIL PORTALS VIDEOS/MOVIES
GAMES
SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010

17. SOURCE: MARKETING SHERPA, FEBRUARY 6, 2007

18. Companies that blog get
55% more
website visitors.
18
SOURCE: HUBSPOT, 2010

19. 57%
of businesses have
acquired a customer
through their
company blog.
19
SOURCE: HUBSPOT, 2011

20. 20
SOURCE: HUBSPOT, 2011

21. SOURCE: HUBSPOT, 2011

22. POLL #2
Why Magento?
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 22

23. THE ELEMENTS
OF INBOUND
Why Magento?
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 23

24. Pay Per Click
Search
Engine Social Media
Optimization
Public Conversion
Relations Optimization
Blogging & Inbound Email
Content
Nurturing
Strategy Marketing
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25. September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 25

26. Top of the Search
Funnel Blogging Engine Pay Per Click Social Media
Optimization
(TOFU)
Middle of Offers &
Conversion Email
the Funnel Calls to
Optimization Nurturing
Action
(MOFU)
Bottom of
the Funnel Analytics Hubspot
(BOFU)
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28. • Connect with your most loyal customers
• Customer service opportunities
• Additional channel for promotions and
events
• Increase traffic to your site
• SEO benefits
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29. 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
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33. Social
Text
goes
Media
Your here
Contacts
Database Marketing
Automation
SEO
Content
Creation Marketing
Email &
Text Analytics
Landing Lead goes
Pages Nurturing here
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34. CREATING THE
INBOUND BLUEPRINT
Why Magento?
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 34

35. Goal
Plan
Challenges
Timeline
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36. • Monthly Visitors
• Leads per Month
• Conversion Rate
• Marketing Qualified Leads
• Email List Size
• News Blogs / Comments
• Facebook Likes / Shares
• Twitter Followers / Retweets
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37. 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

38. • 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.
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39. POLL #3
Why Magento?
September 2012 Webinar | Inbound Marketing: Defining Your Online Strategy to Generate More Business 39

40. Questions? Contact Us
info@groovecommece.com | (888) 924-1951
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