Part 11 (1/2)

2 Establish and Strengthen Relationshi+ps Relationshi+ps can be difficult toyour reach and building deeper connections online and offline: Blog coement

Followers, friends, and likes

Referrals and recommendations

Measure followers and friends is ement and action Benchreatest ienerate leads and build loyalty

3 Enhance Positioning as a Thought Leader, Innovator, and Industry Expert Thought leadershi+p is the result of doing Get active, and create value through content and social participation You can gauge your progress and success using the following: Blog subscribers

Content downloads

Guest-blogging opportunities

Inbound links

Inbound media inquiries

LinkedIn reco opportunities

Webinar registrants

Influencer Tip

Blogging and authentic social media participation are essential to build and enhance thought leadershi+p, and position yourself and your agency as innovators and experts

4 Build Brand Awareness, Comprehension, and Preference Brand awareness ency name, comprehension indicates that they understand who you are and what you do, and preference shows they would pick or refer your agency over the coency needs to achieve all three to succeed Measure your success with: Employee and client retention rates

Inbound job candidates

Lead volu revenue

Referrals

Website traffic

Branding Tip

Third-party endorsements of your brand areand PR strategies on reputation, relationshi+ps, and brand building

Strategies and Tactics: Take an Integrated Approach

Each objective is supported by its corresponding inbound ure 51) The Gath and ure 51 The Inbound Marketing GamePlan Once you have defined and differentiated your brand, and built a powerful, content-driven website, the next step is to strategize and n fueled by the four core inbound , social : Get Found SearchSEO, that help boost your website's search-engine ranking, drive visitors, and generate leads In short, it helps your agency get found online when people are searching for related services and inforencies have the ability to reach and influence audiences directly at the exact ranting you permission to market to them, but you have to be there and provide value

There are no shortcuts in search e optienerating inbound links, traffic, and leads through remarkable content and social media participation

Social Media: Monitor, Participate, and Publish Socialrelationshi+ps, and bringing value to the coe You must make a commitment to connect with your audiences-clients, prospects, peers, ers, and partners-inyour social ency brand and your team's personal brands You want the redundant

For exaency blog post is published all 10 employees share the sa an opportunity to effectively spread your content It would be es, and publish thehout the day

Your social y should take all major social networks into account-Twitter, Facebook, LinkedIn, Google+, and YouTube-as well as niche coht Leadershi+p through LinkedIn A great way to establish your agency's experts as thought leaders is to create and e a LinkedIn Group that enables you to share helpful infore members in discussions on topics of interest Here are a few pointers to get started 1Understand group dynaroups that interest you, and actively participate in the conversations Through this experience you will gain insight into how people interact within a group that can be drawn on later to stie users in your own

2Do your ho a LinkedIn Group is to find a unique position that is not already doroups To do this, you roups in your industry and topics discussed

3Select a topic Coroups with your buyer personas' interests and needs to deterroup Reroup be centered on community and education, and not be used to blatantly proroup Following are best practices for building your group: Select a title and description that clearly explains what the group is about and is attractive to target audiences

Use a logo or iarner attention and so that e, thus exposing the group to their networks

Choose your level of access based on the group's objectives