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College of William & Mary, Mason School of Business
MBA B2B Marketing Class
October 27, 2011
Stand-alone traditional marketing no longer makes business sense. Advertising campaigns are costly and consumers are paying less attention to traditional avenues like television commercials and newspaper ads. A strategic mix of online advertising with offline advertising built on a solid inbound marketing lead generation and analytics platform can be the silver bullet that builds your marketing plan into a highly effective toolset.
Inbound marketing inherently focuses on creating powerful content that will lead potential customers to your brand, product or service line through online methods like searching, referrals, and links from other web entities such as blogs, video and social communities. Inbound marketing is a compliment set of marketing techniques focused on driving quality prospects to your business and its products. Inbound marketing has become widely accepted because it supports the way consumers make purchasing decisions – using the Internet to learn more about the products and services that best meet their needs.
In our session, we will talk about these marketing and advertising channels, detailed strategies, and how to measure and adjust quickly based on success rates and high-value return on investment criteria. We will also talk about mixing creative advertising campaigns with the powerful inbound marketing analytical methods to help ensure the success of ad dollars spent.
http://jasegroup.com
Delicious Joins Social Media Rollout Train With A New User Interface
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Keith Parnell, @parnellk63, CEO, JASE Digital Media
Coffee with the CEO – http://coffeewiththeceo.com/
Question & Answer session on all things Inbound Marketing from the “LinkedIn for Business, with a touch of Inbound Marketing Strategy” seminar at Alpha College of Real Estate on August 4, 2011.
Keith Parnell, @parnellk63, CEO, JASE Digital Media
Coffee with the CEO – http://coffeewiththeceo.com/
“There always should be lead collection webforms on your landing pages.”
“Call-to-actions are the most important action point on your landing page for visitors.”
“The object of a landing page is to get a potential customer to fill out a webform.”
“You want to be able to measure almost anything you do in the inbound marketing world.”
“If you’re not measuring what you’re doing on the Internet, you cannot monitor [properly] and ensure your campaign is malleable.”
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Keith Parnell, @parnellk63, CEO, JASE Digital Media
Coffee with the CEO – http://coffeewiththeceo.com/
“As part of inbound marketing, you want to have a strategy [for LinkedIn] and start building connections. You’ll want to carry the connection off of LinkedIn and to your website, blog and potential customer database.”
LinkedIn Groups, LinkedIn Connections, a LinkedIn Premium account are all part of a successful inbound marketing strategy for your small business.
Keith Parnell, @parnellk63, CEO, JASE Digital Media
Coffee with the CEO – http://coffeewiththeceo.com/
“Social media is the perfect platform to establish brand identity.”
“Because you can 100% control the message, social media is perfect [for brand management].”
“Define your strategies early – what do you really want to do out there? Do you want to generate business? Do you want to generate partnerships?”
Keith Parnell, @parnellk63, CEO, JASE Digital Media
Coffee with the CEO – http://coffeewiththeceo.com/
“Know your socialgraphics. Who likes to talk about what and on what platform. We [JASE] use a totally different tone on Twitter than we do on Google+ and on LinkedIn.”
“You have to figure out if this [social media] is right for you. Is social media right for you, and it probably is … there’s a billion people in social media. Then what social communities are right for you.”
“Everyone should be blogging. Before you get on LinkedIn start to blog. Because that’s where you’re going to meet the masses, through SEO. You’re going to reach a much larger audience in every geographic area … by blogging than you are [on any other social platform].”
“Who do your customers trust online? You must know what they like and what they do not like. And you’re only going to know that by the conversations you have living online.”
“Don’t focus on the tools and technologies. Don’t focus on Twitter. Don’t focus on Facebook. Don’t focus on Google+. If we would have only focused on one platform, a lot of effort and dollars would have been wasted. Instead focus on the strategy, how you build your conversations and what kind of tone you use in the social communities.”
Keith Parnell, @parnellk63, CEO, JASE Digital Media
Coffee with the CEO – http://coffeewiththeceo.com/
Your 2nd generation LinkedIn friends trust you because you’re a friend of a friend. “[LinkedIn generation connections] build a trust bubble.”
“I don’t pretend to know all of my [LinkedIn Connections]. You never know when they may benefit you or you benefit them down the road.”
“Knowing your demographics and socialgraphics … socialgraphics is identifying your consumers, potential customers, and where they hang out online.”
“I don’t have a right or wrong answer for that [social media strategies]. If anyone ever told you there’s a right and wrong answer … for social media [use], they are wrong. There is not ever a right and wrong answer because social media is so new and so malleable and changes so much, it’s really a lot of trial and error to see what works for you in your business in your geographic area.”
Keith Parnell, @parnellk63, CEO, JASE Digital Media
Coffee with the CEO – http://coffeewiththeceo.com/
“Inbound Marketing is … about building your presence on the Internet and bringing people to you.”
“[With Inbound Marketing] You’re building your presence and you’re becoming smart on the Internet … through search engine optimization, blogging, Facebook and LinkedIn.”
“[LinkedIn] Groups congregate folks together with like interests. [On LinkedIn Groups] You’re almost guaranteed that these folks are professionals.”
Keith Parnell, @parnellk63, CEO, JASE Digital Media
Coffee with the CEO – http://coffeewiththeceo.com/
“You have to live in social media to actually get the return on what you’re doing.”
“Social media marketing is not like old school advertising … it’s not for everyone. It’s not for every business and every vertical.”
“Social media is part of a big package. It’s just one piece of your toolset on becoming successful in doing business on the internet.”
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