1. Principles and Practices

2. Keywords/phrases
Refine your 4 - 6 keywords or phrases for you/your business that
you think you can “own” to improve search results
• What kind of research did you do?
• What keywords/phrases did you decide on?
• Why did you choose them?
SOCIAL MEDIA
Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.

3. 1. Social Media Strategies
2. Content is King: Creating Content that gets Found and
Shared.
SOCIAL MEDIA
Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.

4. Principles and Practices

5. Social Media is a set of Internet tools that facilitates interactive
communication and often times the creation and sharing of user-
generated content.
SOCIAL MEDIA
Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.

6. SOCIAL MEDIA
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7. SOCIAL MEDIA Image from Technorati
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8. SOCIAL MEDIA
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9. SOCIAL MEDIA
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10. SOCIAL MEDIA
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11. • 1 of every 8 minutes online are on Facebook
• 750 million active users
• 65% of users are 26-64 years old
• 45% of users are 35+
SOCIAL MEDIA Data from InsideFacebook.com
Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.

12. • Have a presence for people that are looking for your products/
services
• Develop a community around your brand
• Connection with current clients and potential clients
• Promote your content (blog articles, videos, etc)
• Of course, generate business leads
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13. 1. Share great content
2. Build your audience
3. Repeat
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14. SOCIAL MEDIA
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15. • Be interactive and engaging; offer something of value (videos,
insights, tips, links, contests, sneak peaks)
• Ask questions, ask for help
• Integrate Facebook with your existing means of communications
• Integrate with email list (grow list, grow Facebook network)
• Pay attention. Listen.
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16. SOCIAL MEDIA
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17. • Average 200 million tweets per day
• 250 million active users
• 9th largest site in the world
• 83% are 26+ years old
• 53% are 35+
SOCIAL MEDIA Data from InsideFacebook.com
Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.

18. 1. Share great content
2. Build your audience
3. Repeat
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Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.

19. Company vs Personal Profile
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20. • One major difference is that most tweets are indexed and can be
searched in real time
• This gives us the ability to listen and respond in real time
• Timing can mean everything in decision making
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21. SOCIAL MEDIA
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22. SOCIAL MEDIA
Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.

23. SOCIAL MEDIA
Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.

24. • Choose keywords/phrases (brand name/products a must)
• Use software to track (TweetDeck, Monitter, TweetBeep…)
• Narrow geographically
• Don’t be creepy
• If you can, offer help or something of value
• OK to give link to product or discount if they’re in buying phase
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25. SOCIAL MEDIA
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26. • 116 million users
• 77% are 25+ years old
• 42% are 35+
SOCIAL MEDIA Data from Amodiovalerio Verde
Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.

27. • Have a presence for people that are looking for you/your
company or organization
• Develop a community around your brand
• Connection with current clients and potential clients
• Promote your content (blog articles, videos, presentations, etc)
• Of course, generate business leads
SOCIAL MEDIA
Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.

28. 1. Complete your profile, update quarterly
2. Grow your network (if you’d accept a business card from
them, accept them on LinkedIn)
3. Use apps to sync up business content
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29. SOCIAL MEDIA
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30. SOCIAL MEDIA
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31. • Another place for your content to be found
• YouTube is the 2nd largest search engine
• Use keywords
• Others can share and embed video
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Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.

32. SOCIAL MEDIA
Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.

33. • Peer review sites are important to your business
• You shouldn’t post content in the form of reviews for your own
business here, but can claim your business and make sure there
is accurate information and some consistent language
• Encourage customers to share their positive experiences,
photos, tips, etc on peer review sites
• At the very least, you should pay attention
SOCIAL MEDIA
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34. SOCIAL MEDIA Image from Technorati
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35. SOCIAL MEDIA
Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.

36. SOCIAL MEDIA
Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.

37. • Shouldn’t take all day every day
• The cost of social media is paying attention and staying engaged
• Decide what’s important and what you’ll measure
• You can monitor social media in 15 minutes a day
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38. SOCIAL MEDIA
Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.

39.
• Interactions
• Page Likes
• Wall Posts
• Comments
• Post Likes
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40. SOCIAL MEDIA
Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.

41.
• Questions about your company or your products
• Questions about your industry
• Requests for help with your company or your products
• Complaints or compliments about your company or your
products
• Mentions of your competitors’ company or products
Remember – use keyword monitoring tools to help
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Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.

42. SOCIAL MEDIA
Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.

43.
• LinkedIn Answers
• Showcase your expertise
• Link back to site/white paper/blog
• LinkedIn Group Discussions
• Respond to something relevant
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Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.

44.
• Monitor your own blog
• Monitor relevant blogs with high authority (Technorati)
• Monitor your brand name, keywords, products, etc
• You can subscribe to Google Alerts, RSS feeds of blogs, Twitter
searches, etc and send them all to a reader
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Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.

45.
• 4 minutes – log in to Facebook and review your Wall
• 3 minutes – scan and flag LinkedIn questions
• 4 minutes – scan Twitter chatter about you, your products, your
competitor
• 5 minutes – scan your feed reader for blog posts, Google Alerts,
etc
If you have another few minutes to spare, keep record of the
efforts
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Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.

46. • Build relationships
• Pay attention (monitor/listen) and engage your network
• Give
• Provide great content…
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Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.

47. Questions?
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Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.

48. Principles and Practices

49. • The most important job in being successful in inbound marketing
• Do not hand it off to an intern, your niece or somebody who isn’t
intimately involved in the brand and a strong communicator
• Content should be timely, creative, engaging, relevant and
above all else – valuable
• Content should be strategic
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Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.

50. CREATING CONTENT
Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.

51. • So, what do you write about?
• How often do you write/create content?
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Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.

52. • Develop an “editorial calendar”
• Create a plan for what you’ll
create and when and how you’ll
share it
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Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.

53. • What are your business goals/objectives?
• What does your brand stand for?
• What do your clients want?
• Who will create content? Where will we share it?
• What design/technology/production/etc will be required?
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Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.

54. • How about 52 ideas for creating content?
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55. Top 5 or Top 10 List
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56. 5 Ways To or 10 Ways To List
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57.
Check Your Email Inbox and
Outbox for Ideas
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Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.

58.
Share Links to Something
Interesting and Relevant
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59.
Create a Quick Video Instead of
Typing it
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60.
Interview Somebody (record,
write, both)
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61.
Share the Lessons Learned
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62.
Show and Tell
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63.
Comment on Current Events
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64.
Share Your Favorites
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65.
Take a Poll
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66.
Ask Questions
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67.
Get a Guest Author
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68.
Charity Work
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69.
Employee Spotlight
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70.
History Lesson
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71.
Contests
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72.
Address Comments
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73.
Predict the Future
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74.
Step-by-Step How To
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75.
Music Video
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76.
Share a relevant cartoon/comic
or create a new one
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Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.

77.
List of Common Mistakes or
Things to Avoid
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78.
Relate Lesson to Celebrities or
Current Events
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79.
Issue a Challenge
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80.
Share Your eBook or White
Paper
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81.
Share Somebody Else’s eBook
or White Paper
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82.
Share Your Presentation
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83.
Lessons from the Classics
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84.
Ask for Help
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85.
Take a Survey. Share the
Results.
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86.
Share Client Testimonials
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87.
Share Answers to Some FAQs
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88.
Share Photos
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89.
Post Something Relevant to the
Season or Holiday
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90.
Share a Joke or Riddle
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91.
Share a Work in Progress
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92.
Statistics (primary or secondary)
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93.
Share Most Popular Products/
Services
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94.
Audio or Video Podcast
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95.
Give Something Away
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96.
Case Study/Before & After
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97.
Host a Webinar
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98.
Ask for Feedback
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99.
Ask Clients What They Want
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100.
Post a “Part 1” of a Series
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101.
Anecdotes
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102.
Event Round-Up
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103.
Crown Somebody
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104.
Say Thank You
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105.
Discuss Your Customer Service
Philosophy
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106.
Greatest Hits
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107. Questions?
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108. POST SOME CONTENT! DUH!
• Be creative
• Be engaging
• Be strategic
• Share it on several communication channels
HOMEWORK
Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.

109. Tuesday, November 29th, 6-9pm
• Measurement
• Converting Leads to Customers
• The Full Inbound Marketing Cycle
• Course Conclusion
NEXT CLASS
Inbound Marketing Principles and Practices © Mike McDowell. Not to be reproduced without permission.

110. Principles and Practices