Wednesday, July 23, 2014

Let's Start Inbound Marketing Now!

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All that we have seen so far are plausible theories about inbound marketing. It’s now time to try out. 

About yourself

  • Assesses yourself. Calculate your website reach. Google website grader and find free service that can determine your web reach (see tracking your progress)
  • Listen and be patient
  • Be a half-marketer half-publisher
  • Create ‘remarkable content’ regularly. 
  • Use RSS reader. Read and comment on blogs regularly.
  • Find three closest competitors. Then find another three. Among these six, pick two with the greatest inbound marketing competence. Track them and learn from them. Add their name to your Google alert.

Blogs and websites:

  • Create remarkable contents. For example, make a list of top people in your industry. Convert this into a blog post. 
  • Build collaborative action (e.g., call to actions) into your website.
  • Set up your own domain. Use a simple dot com domain.
  • Optimize your most important page. 
  • Set up Google alert (, which returns results whenever a match is found. Look for your company’s name and related industry term.
  • Have call to action on every page. Think VEPA
  • Run website grader and follow suggestion
  • Make sure you can change your landing page by yourself. Your landing page should be graphical and easy to use. It should have call to action and promote trust building.
  • Use analytic. Find out where the traffic comes from and what important keywords are. 
  • Make sure your forms simple and short (i.e, one page). Do not ask for sensitive information. Aim at15% - 50% of your audience to fill the form
  • Get a nice logo, but do not be obsessed with your website look and feel. 
  • Do not spend too much money on designing your web or expensive equipment

Social Media

  • Sign up, create profiles, and participate.
  • Create links between your website and all your social media platforms.
  • Facebook: Create a fan page with your own domain, separate personal and business contract, and invite your business  contact to like your fan page. Use Facebook event to arrange upcoming events
  • Linked In: Find the biggest group. Join and participate. Create a group if you don’t find one or the group is small (less than 500 people). Subscribe to LinkedIn answer and answer questions.
  • Stumble Upon: Download and install toolbar. Spend 10 minutes everyday stumbling, and upvoting/downvoting, submitting article. Befriend whose articles are of interest to you.
  • Twitter: Reserve the name. Find influential people (using twitter grader) and follow them.
  • Digg: Pick a cool name. Subscribe to most relevant RSS feed. Befriend with those who submit and dig articles you like, and subscribe to an RSS feed of your friend. Comment on one article per days, and start submitting article you like. 
  • Youtube: Create your own channel. Start doing screencasting. Create a simple how-to video. Write a blog embedding this video in your blog.
  • Promote your promoters. Help get traffic from someone mention your site. Stumble it. Tweet about it. Dig it. 

Implement inbound strategy approach:

  • Use funneling approach: 
  • Define all your marketing campaign
  • Define your funnel stage
  • On each stage, measure yield and ROI per channel
  • Classify your leads: Nurture your leads and handing those who are ready to by to your sales representatives.
  • Experiment and measure convergence rate. Split test. Change one action at a time. 
  • Replace poor performing channels with new inbound ones
  • Determine whether you need a PR agency. If so, evaluate your PR based on DARC, new links on your website, and your website appearance for certain Google search.
  • Grade yourself, your people, your employees, your prospects, your PR, your competitors using DARC, and give more time to hire new employees. 

Tracking your progress

Here is the list of things your should measure to keep track of your progress:

  • The number inbound links to your website. 
  • Authority
  • Google page rank
  • Pages indexed by Google
  • Organic keywords which feed into your website
  • Number of organic visitors
  • Delicious bookmarks
  • Blogs 
  • Subscribers
  • Subscribers on RSS Feed, 
  • Social Media
  • Fans on fan page
  • Twitter followers
  • Members on your LinkedIn group. Your group rank against certain industry keywords
  • Viewers on Youtube channel
  • Strategies: Measure size, ratio, and convergence rate on each level per channel over time on the funnel model: 
  • Lead generation (e.g., filling a form): 15%-50% of your prospects
  • Customer generation 1% for non-targeted traffic and 5% for targeted traffic
  • Effectiveness of your lead nurturing program

Tools and Resources

Advanced Google search

By default, Google returns a site which has ‘every’ word you type in. But you can specify your need to make your search more specific:

  • “<phrase>”: Search for a specific phrase.
  • -<phrase>: Exclude the phrase
  • site:<site>: Search within the <site>
  • ~<word>: Search for <word> and its synonym or similar words
  • type:<filetype>: Search for a specific file type
  • <phrase1> OR <phrase2>: Return results which contain <phrase1>, <phrase>, or both.

Interesting website

Source:  Inbound Marketing: Get Found Using Google, Social Media, and Blogs 

Book or Audiobooks?

          Personally, I prefer audiobooks. It's fun, and I can listen when I'm doing something else. It also makes other activities (e.g., jogging) a lot more fun. For more detail about audiobooks, please read [this post].
          There is one more reason that may encourage you to go for the audiobook version. You can get it now for FREE. Audible offers you a free trial for 14 days. Even if you get the book and cancel the subscription right away (so that you don't have to pay), you can keep the book. And, don't worry if you lost the audiobook file. Just log into You can keep downloading the over and over again.

    About the summary: It takes time to finish up a book. And, when you do, sometimes, you want to review what you learn from the book. If you do not make  notes as you read, you might have to go through the book once again. This can be time-consuming when you are dealing with a book. But you can still flip through the book and locate what you are looking for.

However, when the material is an audiobook, it is extremely hard to locate a specific part of content. Most likely you will have to listen to the entire audiobook once again.

This book summary will help solve the pain of having to go through the book all over again.

I am leaving out the details of the books. Most books have interesting examples and case studies, not included here. Reading the original book would be much more entertaining and enlightening. If you like the summary, you may want to get the original from the source below.

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