Presentation to the American Marketing Association, Hampton Roads Chapter on Nov. 15, 2012 at the Virginia Beach Convention Center

1. INBOUND MARKETING
American Marketing Association, Hampton Roads Chapter
November 15, 2012
Thursday, November 15, 2012

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9. The New World Order
• People hate being
marketed to
• People can increasingly
avoid marketing messages
(new technologies)
• People can research your
product or service
without contacting you
• The buyer is in control
Thursday, November 15, 2012

10. Gary Vaynerchuk
“Marketing
just got
hard.”
Inbound 2012, Boston
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12. What Can I Do?
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15. Think Like a Publisher
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17. Outbound vs. Inbound
Advertising Blogging
Direct Mail SEO
Telemarketing Social Media
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20. Inbound marketing in a nutshell
1. Get found online
3. Analyze & 2. Convert visitors
Improve & leads
Thursday, November 15, 2012

21. 1. Get Found Online
• Keyword
Research
• Persona
Development
• Website
• SEO
• Blogging
• Social Media
Thursday, November 15, 2012

22. 1. Get Found Online
• Keyword
Research
• Persona
Development
• Website
• SEO
• Blogging
• Social Media
Thursday, November 15, 2012

23. Persona
Development
• Beyond
demographics
• Their goals,
desires, and
limitations
• Identify their
content needs
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24. Website
• Easy to Navigate
• Professional
Appearance
• Mobile Ready
• Search Engine
Friendly
• Easy to Update
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26. Rand Fishkin
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27. Blogging
“No matter what,
the very first piece
of social media real
estate I'd start with
is a blog.”
-Chris Brogan
Author of “Trust Agents”
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28. Social Media
“Content is fire.
Social media is
gasoline. “
-Jay Baer
Co-Author, The Now Revolution
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29. Social Media
“Content is fire.
Social media is
gasoline. “
-Jay Baer
Co-Author, The Now Revolution
Thursday, November 15, 2012

30. Social Media
“Content is fire.
Social media is
gasoline. “
-Jay Baer
Co-Author, The Now Revolution
Thursday, November 15, 2012

31. Inbound marketing in a nutshell
1. Get found online
3. Analyze & 2. Convert visitors
Improve & leads
Thursday, November 15, 2012

32. What Does Costco
Have in Common with
Inbound Marketing?
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33. 2. Convert Visitors & Leads
• Offers
• Calls to Action
• Landing Pages
• Segment Leads
• Lead Nurturing
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34. 2. Convert Visitors & Leads
• Offers
• Calls to Action
• Landing Pages
• Segment Leads
• Lead Nurturing
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35. Calls to Action
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36. Landing Pages
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37. Segment Leads
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38. Lead
Nurturing
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39. Inbound marketing in a nutshell
1. Get found online
3. Analyze & 2. Convert visitors
Improve & leads
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40. 3. Analyze & Improve
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41. www.InboundMarketing.com
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43. Presentation & Survey:
• www.artillerymarketing.com/incoming
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44. Photo Credits
• http://www.flickr.com/photos/zetson/3241975525 (worried guy)
• http://www.flickr.com/photos/wespeck/4509153959 (wooden figure)
• http://www.flickr.com/photos/bobaliciouslondon/4951912801 (globe alarm clock)
• http://www.flickr.com/photos/edans/883587915 (walnut)
• http://www.flickr.com/photos/basykes/1003730351 (Costco ladies)
• http://www.flickr.com/photos/jromero88/3918295996/ (toothpicks)
• http://www.flickr.com/photos/chrisdlugosz/3402959067/ (website)
• http://www.flickr.com/photos/glasgows/164624699/ (big funnel)
• http://www.flickr.com/photos/kriztofor/3724503239/ (watering can)
Thursday, November 15, 2012