 Hi guys, that's Tom, Kenny said, my engineer meeting and the last one on, so I think that's a good sign. Absolutely. Okay, I'm taking out the other compliments. Okay, so basically my objective is to talk about inbound marketing, to give you guys some strategies that you will go away with, to implement them, you'll make money and then hopefully you'll give me some of it. Definitely. That's the plan. Alright. So, so the objective is inbound marketing. So it's something that can be expensive. Okay. And my objective today is to go through some of the premium tools that we can use, can use it. And then also what are some of the free or cheaper tools that we can use to create the inbound marketing strategy. So I run a company, basically people come to us, it would be a very simple protocol, it's how you're going to make us money. Okay. Now, I have a browser open. Okay. I also have an entry to the slides, but I would like to show you some of these, some things that if you're not aware of, you could make note of. And before I start, is anybody in the room using a CRM system? Great, great, great, great. Okay. They work. It's almost, I think it's almost impossible to run a business without one of these things. Okay. Now, I just took a through some of the applications here that we would use if we would implement the strategies with clients. Now, the first one is, is this thing called Playview. Now, Playview is an email marketing system. Anyone, has anyone heard of this thing? Yeah. Yeah. So you will have seen it. I guarantee you've seen it a lot of times. You go when you buy something and you follow the shopping cart and you then abandon the cart before you actually leave. You get an email saying, you got to this point, you got this product, but you left. Okay. More than likely, Kilevia was the product that was delivering that email. So we would use this for email marketing. It's not cheap, but you get what you pay for. Okay. The next piece of software is GetResponse. Now, GetResponse, again, this is very much a CRM system. It's cheaper than a lot of the other ones to use around 30 quid a month, but it allows us to do just lots of things. That's the ways of gathering information about our customers. Now, the one that we use in the business is this thing called Salesforce and you probably, you probably heard of Salesforce. It is the mother load. Okay. So if you've got the budget, you really want to try and use Salesforce where you can actually take your customers right through the entire buying journey. Okay. All right. Just working through, we, as a business, we would adopt sort of a Tony Robbins approach. Tony Robbins is a big fan of reverse engineering. You find a product that works. You reverse engineer life out of it. I was using an expletive and then I realized I'm on one camera, so I pulled back there. Okay. So Tony Robbins is very much into reverse engineering. How do we, how do we reverse engineer a process? We need to know all the tools those people have used to build their website. And this is where WordPress is absolutely perfect for this process. And we, I have this, I think I have a bookmarked actually, and it's called builtwith.com. Okay. If you don't have a bookmarked, bookmark it. Okay. Basically, what builtwith does, you can put any, any website into this thing. It does not necessarily have to be WordPress. And it'll give you every plug-in, everything that was used to then construct that site. There are all their versions, but in our, what we find, this is the best. Okay. So we look at it, we look at websites that are good, and then we can copy everything that they've done. Okay. So, and it's free. So, and try, try to put it on a nice site that doesn't have to be WordPress, but it works particularly good with WordPress. But if you've ever used any of those plug-ins that actually show you the, the, any one of those websites that shows you the plug-ins they've used to build the WordPress site, they're always quite restrictive and then they'll offer you plug-ins. Now, in order to capture, and I want to get into my slides right, just very quickly, in order to capture the email, okay, we find this thing is the best, up to most, I think we've tried them all. So you're looking at here, hundreds of hours of research, loads of money wasted buying products and at work, and this is the one that we find does work. The pop-up windows, the screen takeovers, all those kind of things integrating into your Sierra. Okay. Now, just getting into my slides, and I'm conscious about the fact that I'm on at the end, everyone's going to just moan around through it. So, in-bind marketing, your website, marketing your site, building your list, and then using the CRM systems. They're sort of the key things that I'm going to talk about today. So, in-bind marketing, so why do we do in-bind marketing? Okay, ultimately do it because we want to make money for ourselves, for our clients, okay, and we want to get it done as efficiently with time and money as possible. So, in-bind marketing, there's a proven strategy to generate leads. Traditional out-bind marketing is expensive, and we are broadcasting to a mass audience, like direct mail and such like, whereas in-bind marketing, we can home in on very specific people and goals, okay. It starts ultimately with a marketing offer, something valuable, something to get people interested, okay. I was watching a reading a very good and just an article there last week to find out this way, and there was saying that the color orange is more attractive to your person on a website than any other. So, if you have a banner and you can make it orange, supposedly people are more inclined to click. Don't know if that was true or not. So, in-bind marketing guide, the traditional. So, you've got cold calls, e-mail, interactive ads, sort of the right marketing-centric. In-bind marketing, SEO, logging, attraction, customer-centric. So, to me, the biggest one is SEO. The biggest SEO has to be mastered. You have to learn this thing, okay. Now, whenever we finish, I'm going to give you a lovely little SEO tip that I will absolutely guarantee it will work. So, guess anyone's thinking of leaving before we finish? I've got a really good SEO tip for you. Anyone who leaves doesn't get it, by the way. Let's just stop the video. Let's just help me downstairs. Can't make it. No, I'm not going to. Okay, so, in-bind marketing guys. So, the actual methodology involved in-bind marketing, okay. And it's something that you're doing, but it's trying to track it, to take people along the buyer journey. So, the first thing is, we attract people to your website with our, unfortunately, it's a little bit small here. Hopefully, you can see it okay this way. It'll be there. So, we attract people with blogs, keywords, social publishing, okay. How do we convert people? We convert people with forms called actions, landing pages. This is where your squeeze pages then come into pages and to play those pop-up windows. All that kind of stuff. How do we close them? We close them with our CRM, our emails, our workflows. And then how do we delight people, surveys, etc. Okay. Now, and this is where WordPress integrates perfectly into this. We can get a plugin from GetResponse. It's an integrated under our WordPress site. So, it can build this for us and help us track with their CRM. So, then by marketing, the fundamentals of a successful strategy. So, customers don't want to be sold to, they want to be educated. Okay. So, we need to give them knowledge. This is not the nugget that I'm going to give you at the end, but according to Michael Dean, they're James, Brian Dean. We heard of Brian Dean. Have you heard of Brian Dean? Yeah, SEO guy. One of the best sort of top SEO people in the world. And he did this survey. And it was all about how the optimum article or blog is between 1500 and 2000 words. So, they did the survey and they said, so you're doing a blog and the blog is a thousand words. His advice is, hold fire, get two of the damn things together and get right there when there's 2000 words and you will notice a dramatic difference. And before I go, I'll do, I'll do a couple of generic searches in Google and see some of our blogs come up. So, in my best practice, use the buyer's persona, understand the buyer's journey, create great content, leverage the content, create great content like if only somebody told me that's like so easy for me. Now, creating the buyer persona, this will be based on actual results, not assumptions. Okay. But this is where we have to get them to the website. We have to get them signed up on the website. Then we can target them. Okay. SEO, SEO, SEO. Because I'm keen to do this without actually paying any money. I know Facebook ads are brilliant, but I'm trying to do it just with SEO at the minute. Now, the buyer's journey. So, we have three stages, guys. We have the initial awareness stage. Okay. Person really doesn't know what they want. Then there's a consideration stage. Okay. So, we've got the one through our list. Then we've got to the decision stage. Everyone's heard saying that a person needs to see your brand seven times before they will make a purchase. Okay. Seven times. And that is why the likes of your remarketing becomes absolutely key. Again, can be included to get response. Okay. Now, in my marketing, guys, leveraging your content for distribution. Okay. What are the things that you're going to do to get people to purchase your product? You're going to have your website and your shop. I was going to say Shopify. Wordpress. Wordpress. Now, one of the meetups I queried, well, Shopify was better than Wordpress. And it was, it was frowned upon. It was just a deal. So, Wordpress is wonderful. Okay. So, you have your Wordpress website, scalable. It's just a perfect friend by marketing. You've got your business blog that you're going to be putting out there, guys, with those 1500 to 2000 words. You're building those blogs. Make sure you have an internal link. You have an external link. Use bullet points. You've got pictures. The correlation is essentially one picture for every 300 words and an effective blog. Okay. Now, go ahead over to your landing page. So, you're using, it doesn't matter how you do it, but you have to get them on that form somewhere. A quick call to action. I might just deviate slightly to my own big rock site at the end and I'll show you a call to action that we use, which has been highly effective. And then you've got your marketing emails. Now, what does in-mind marketing look like? I think I have this one. We've got our awareness stage, our consideration stage, and our decision stage. Now, establishing the buyer persona. So, we're trying to identify what this person is actually looking for. Someone goes to Google does an organic search. Do we have a piece of content on our website that is going to answer the query that that person has put into a Google search? So, this is where your long tail keywords come into play and you're generating your content based on those long tail keywords. So, I'm sure you're one of the guys earlier on probably did the Google descriptive search. You put it in the letter and then you go forward type A, B, C. So, that's really good for getting your keywords. And even better source I think is YouTube. Go to YouTube guys. Don't take my word for it. Just type in a word then, for example, looking for Belfast then do your A, your B, your C, your D. The YouTube results are amazing. And also, we get good value out of bin. Okay? So, totally unutilized resource when it comes to keyword research. And that's where we base all our long tail keyword phrases on. Google suggests YouTube bin. Okay? Another great one is Reddit. Okay? And if you're not on Reddit, get on Reddit one. So, which language or sorry, this is the guy here. He has a potential customer. Luke wants to check if his iPhone has a liquid exposure indicator. Okay? So, basically, which language would look the most likely to use in search? Where is the iPhone liquid exposure device indicator? I'm assuming this guy doesn't know what a liquid exposure device indicator is for them. Is there an iPhone water damage indicator? How to tell if the iPhone has water damage? How to detect the iPhone water damage? So, the answer actually is C on that one. I probably could have worked that way better. So, I did my keyword research. I have written an article about how to tell if the iPhone has water damage. That is my blog post. That is my video. That is my content. Now, and by marketing strategies, what are the things that we create in order to get people interested in our product? Okay? There's nothing here that is, you know, out of the ordinary. Okay? E-books, guides, webinars, slideshows, templates, feature trials. A lot of this stuff is complex. I certainly don't know how to create a product demo. Okay? Now, some of the tools guys that we use, I think we use them really effectively to create this content, especially the likes of just getting demos for people, is Camtasia. Okay? If you have a product that you think you could create a video about and put it online and leverage that content, you use Camtasia. Okay? So I think it's about 150 quid or something. You can create quizzes. You can get people to sign up together. It's a really super tool. Now, the guy that, in my word, which is the king of end-by- marketing is Tony Robbins. Okay? When you go home this evening, go to Tony Robbins website. Just be on his site. Immerse yourself in the journey of Tony Robbins. Okay? And he will have about five different strategies on his home page to get your email. And you won't even know that he's done it. It's beautiful. So that's really beautiful. He's using Salesforce. Okay? A useless piece of information, guys, about Salesforce. And I'm being recorded, so I hope that I'm right. Maybe you can add a letter from that, right? Supposedly the guy that owned Salesforce, Salesforce was that one of Tony Robbins' presentations. He went up to him in a break and said, like, I've got this idea for this CRM thing. Business is going nowhere. Can you advise what I can do? Tony Robbins says yes, do this, this, this. And he codes done. And then there is a history. True story. It is true, isn't it? Yeah, absolutely. Yeah, yeah. All right. You probably told me that. Okay, guys. End point. So questions to guide the offer creation. Okay? Is this offer valuable to your target audience? Okay. It'll give your success a better chance if there is value. So sort of a hold back for a second. Again, keyword research is so important. And identifying if someone's looking for it, then there is a much greater chance of your success. Is the offer targeted to the right person at the right time. Now just moving on. Again, the three stages but I wanted to break it down a little bit more and sort of break up these different stages. So the initial awareness stage, try to educate people about your product. Okay? At this point you're going to do eBooks. You're going to give them tips. And these actually could all be things that they do not have to actually subscribe to your website to get. You're just creating awareness, eBooks, tips, tips, checklist, how to use videos, educational webinar. Okay? So you've got the method. Now you're trying to get that email product and they're going to have to sign up to get this stuff. A product webinar, case study, FAQ, data sheet, or the video, the demo video. They need the email to get it. Then, eventually to make the purchase, you're going to get them a free trial, live demo, consultation or some kind of coupon offer. Feed them through the journey. Now the end-by- marketing, so just looking here guys, a good call to actions. Okay? So social media examiner is a really, really good website. You may well have been on it. Okay? They use opt-in monster for all their email capture. It's really good. Now getting people okay to your site. They're on your site. If you use the wrong language, that person's gone and you're not going to convert them. Okay? And the correct language or words like discover, on earth, find. Be precise. Be precise. Now I'm going to show you my big rock site and I have got 200 SEO ranking factors. I wanted to go for an extreme number. I don't want 10, 20, 30, 40. So we've got 200 of these things together. Put them on the website and it's been super for gathering emails. You'll see exactly what I mean. So the conversion path. Okay? So we have the initial call to action. There is a landing page. We have the thank you page. And then sometimes a kickback email. This is something really does my head in where they might have looked at all your own contact forms on your websites. And if you haven't got this done, fix it. And it's essentially, someone goes to your contact form seven. They put in their name, their email, etc. And all you've got is a little green box that pops up and says, thanks very much for sending me the email. Not good enough. It has to go to another page. Okay? Another page that looks like a success page. And the advantage of that as well, guys, is that you can then track that. If you have a, someone fills out the form on your website and then you've got an actual page that they're taken to, redirected to, you can then use your Google analytics to track how many people have actually gone to that page. Okay? So it's really important. Now, landing page creation sounds like a good feature there, didn't mean to. I just want you to make lots of money and all that kind of stuff and give some to me. Okay? Landing page creation. Having a landing page is very important for in-point marketing. Okay? It's a way to attract someone's attention immediately. Now, actually, this is POP Capital Black. You go to my website right now. We don't have the landing page. We took it down actually just at the start of the weekend because we're moving a hosting provider, but it's going back up again. Okay? To test drive results, you need to design a page that is actionable. So I'm going to show you some landing pages that I think are good, examples of really optimized landing pages. The perfect landing pages is essentially one that can educate the person. You can get their email from them and keep them on the site. Kiss Metrics did an SEO survey. They do one every year, but the survey for 2016-2017, two of the main ranking factors, SEO ranking factors, are number one, time on site, and number two, click through date. Okay? So when you get to your websites, guys, I'm absolutely certain you've got a button at the top of your website that whenever that person lands on your page, you're trying to get them to click something. I know the problem is if there's a button to click, then they won't scroll down. So it's just a sort of a catch thing. Okay? But especially the homepage of your website. Try to make sure you've got a button right at the very top, above the fold where possible. Okay? Now this dude here, T. Harvecker. And anybody here, T. Harvecker? He's really good. Like I really like him. And he's one of those sort of, sort of self-help, sort of guru type guys. He's quite good. I get a real kick out of watching his videos and things. Okay? But T. Harvecker does a really good job with landing pages. Excellent. There's lots of really good information on it. And I get my email address and I get target. So once I do, you're taken to this pretty good, probably guys. I didn't realize that I'm not full screen there. Okay? Sorry about that. Now when you sign up, go to your Harvecker's landing page. Fill in the details. You're taken to this landing page. It's been crafted. It's been really, really well done. Or sorry, you're taken to this thank you page. And it's not just another random thanks for, you know, giving me your email. He's feeding his Twitter feed has gone into the thank you page. And then he's also giving you more offers. So you are going to remember this guy whenever you are giving your email. And then he uses Salesforce. So also, to do the GDPR, you are going to have to have another email anyway that they're going to have to accept. So this will then land into your inbox. So continue on. So just the different ways to promote your products. Just Facebook now. And he's got his Twitter video. Again, they're using a nice join feature. Okay? We get super, super engagement guys out of Pinterest. Okay? Of course it depends entirely on the product. But we, the products, we have a plumber, a gas installer. One of the best, one of the best sources we've been able to generate traffic in his site is through Pinterest. So it's amazing what people will click. Also, YouTube, just those little offers that can be integrated into your YouTube channel also can be very good. Okay? Now, just the different ways here that you can promote your product. Okay? So there's nothing really here I'm going to say that's new. You've got Facebook, YouTube, Twitter, Pinterest, Reddit, the front page of the internet. Okay? Your website, the likes of banner graphics, the hero bar that will appear at the top, your pop-ups, or embedded forms. Okay? Create content and then just build posts with social. So I'm keen to move on conscious of time. Now, how do we actually measure, measure results? Okay? So I just put this little bit in just some words just to document. Organic search, business from search engines, referrals, social media, email marketing pay. So just common terms that we search for. Okay? Now, I'm just going to sort of quickly go I'm not getting into like an SEO sort of thing because there's lots of guys who've done that the last couple of days. Just a few things to draw to your attention. So your SEO strategy guys just do the keyword research, create content around the subject. That content should be either blog posts, videos, whatever. Promote that content and then earn high quality links to your content. Not as easy as it sounds. Get all the people to link to your content. And again, I'm going to give that little piece of gold link thing in case I know something really important about it. So create your keywords. How to get that keyword research done. So Google's descriptive search. So you can see what I've got here. I've got iPhone, water. If I press D, the word damage will come up. Damage repair, etc. These are not just random words. These are content ideas. Content ideas guys that I can then leverage on my website to get people onto the site and get them into my sales funnel. Okay. Now, how do you optimize? Okay. I'm just going to go back here. Now, I'm making a big deal about this 301 redirect. So we use the Yoast premium plugin. And it's just, if you have something, do something really simple. Like have a web page. Decide to rename that web page. Okay. Then if you haven't done the redirect to the page, then all the love for that previous page is gone. Now, I believe it is really important then by marketing because one of our clients, we built a lovely strategy for them and they were working an absolute trick. They went in and they renamed their landing pages about five of them. And they just lost everything. Everything was gone. So guys, just make sure if you're renaming your pages, make sure you're doing a 301 redirect in there. Okay. And the Yoast premium plugin will do that automatically. If nothing to do except rename the page and it'll do it. Now, a general page here just on SEO. Deleted new Google update. So your page title. Okay. I'm sure everyone's familiar with what their page title type is. You've got 70 characters that can go in there. Okay. The actual description itself. Okay. You've got up to 300 words that can go in there. All this is really important to your inbound marketing strategy to get you up the rankings in Google. Now, I'm almost there. I'm going to finish off now. Different types of emails that we actually send out. So we have three types. Three types of email guys that we send out to our customers. We're trying to get them under a buying cycle. First one is just an ordinary information email. Informational email. Second one will be that transactional email. And then the final one that will be a dedicated send. Emails to certain groups of people that we've really coordinated down with them. Okay. Right. Now, I said that I was going to give you something guys but a nice little link. A nice little link. Now, so I mentioned Reddit. I mentioned Reddit. Is everyone familiar with the concept of a follow and a no follow link? Does that ring well? A follow and a no follow link. All right. Basically, what that means is a no follow link whenever the search engine spider goes to another website and saves your site. They ultimately are not following that link back to your site. So the whole idea is your site is in the middle. There's all these sites around it. So then, the matter of the spider sees these sites sitting around your site. They're going to follow the links into your site. So our challenge is to get good links. And something which is, which I think is quite complex. Now, Reddit. Okay. The way that Reddit works is that all the links in Reddit are essentially no follow. So you go to Reddit. You see a story. You comment on it. Okay. And you say, God, that's really good story. You put your link in and that the link is no follow. So there is no value in theory. However, if you get three people to upvote the link, then it becomes a follow link. Okay. And let me just show you something here. Okay. So this is one of the guys we do something that we've done training with them. We've written a strategy for them. And this is the only thing that I did on his website. And he sells Prince, Prince courses, Prince 2. So I wrote the article. I put the article into our blog. And I went to Reddit. And I submitted it to Reddit and then got the three uploads. And it's Prince 2 digital projects. Yeah, as you can see guys, I'm here in incognito mode. So I can't be tricking you into something here. So Prince 2 digital projects are managing digital projects. Sorry. Prince 2 managing digital projects. Okay. Prince 2 managing digital. So basically, I'm not aware of this, but lots and lots of people search for this link, like thousands. And it's knowledge training. Okay. But my company's called Big Rock Designs. So what I did was I put the article on my website. So the only marketing that I did with that was I went to Reddit. I put the, I found somebody in Reddit who was talking about, I found somebody in Reddit who was talking about Prince, Prince 2. Then I just commented till there, because you have to be completely legit with everything you do in this thing. I told them I love the article, I really enjoyed it. This is an article we've written. It's on our website. I put the first maybe paragraph into it, and then linked it through to our website. Okay. And then I got loads of uploads very, very quickly and got a super duper link. All right. It didn't cost me a penny. You linked it to your site, not his? Yes. Then it's called a linking ring. Then in my site, I linked it to him. Okay. So that one was, that one's on, well it's all on ours. It's all on ours guys, but I wouldn't, I wouldn't go nuts with it, but you know, do it, check your analytics, check where your sources of traffic are coming from, and integrate Reddit into your strategy. Okay. So there's a little marathon there at the end, or a strength at the end, sorry. So, uh... Thank you very much.