In this presentation I’ll cover the basics of inbound marketing and how it can be used to build a business. This content is part of the Inbound Marketing University.
Outbound Marketing (or traditional marketing) is the strategy of pushing your message onto your audience using techniques like telemarketing (cold calling), trade shows, direct mail, email blasts, print ads and TV/radio ads.
Outbound marketing strategies are becoming less effective in today’s world. We now have devices (e.g. spam blockers, TiVo/DVRs, caller ID, etc.) that allow us to block out the messages being pushed onto us People are doing their own research to figure out which products and services they want to buy
Inbound Marketing (or modern marketing) is marketing using techniques focused on getting found by prospects; inbound marketing is a more efficient and cost-effective way to do marketing. Pull in customers to your business by creating content, optimizing that content for search engines and promoting and sharing that content in social media A helpful overview of inbound marketing can be found at http://blog.hubspot.com/blog/tabid/6307/bid/4416/Inbound-Marketing-the-Next-Phase-of-Marketing-on-the-Web.aspx
Outbound marketing depends on the size of your wallet; inbound marketing depends on the size of your brain! You can only do outbound marketing if you have a lot of money. If you have a lot of brains (intelligence), do inbound marketing.
Inbound marketing-focused companies have a 60% lower cost-per-lead than outbound marketing-focused companies.
Image: 92% of businesses who are lowering their 2010 budget say the cause is the economy. 58% of businesses who are increasing their 2010 budget say the cause is their success and business growth from inbound marketing. Companies who are using inbound marketing are producing results that earn increased budgets (in a difficult economy!)
When getting started in inbound marketing, make sure you ask your team these questions.
Today we’ll be covering the basics of Inbound Marketing: Creating, Optimizing, Promoting , & Analyzing.
Let’s start with content creation.
Develop a content mindset and culture at your company. Instead of thinking you need to put information in your audience’s lap, create interesting information that draws your audience in!
Publish ALL of your content. This can be in the form of a blog, podcast, videos, photos, presentations, eBooks or news releases.
Research shows that companies that blog attract 55% more web site visitors than companies that don’t blog.
Publish content that has the greatest chance of being shared by others. Types of content that rarely gets shared: Product info Software documentation Content that is all about you Types of content that frequently gets shared: New market data (market/industry research/reports/studies) Educational content; Top-notch blog articles Content about your industry
The second step is optimization.
Google decides whether your content will rank well in search engines. Remarkable, search engine optimized content gives your content its best chance of ranking well in Google.
The two key elements in determining whether your content will rank well in Google are context and authority . Context = on-page SEO Authority = off-page SEO
Image: There are four main components of on-page SEO, or optimizing the content of your web page for search engines. Make sure to use your best keywords within those four locations. However, Google bases only 25% of your content’s ranking on on-page SEO
Google bases 75% of your content’s ranking on off-page SEO Your content’s authority is determined by the quality and quantity of the inbound links pointing to your content. Inbound links = links to your content from another website Recommendations from Friends: “ I know Jane Doe.” (Good) “ Jane Dow is a marketing expert.” (Better) You trust the person saying this. (Best) Links Are Online Recommendations A link: www.inboundmarketing.com (Good) Anchor Text: Inbound Marketing University (Better) Link is from a trusted website (Best)
Image: The above scatter plot shows a correlation between a website’s number of indexed pages and inbound links. Websites with more indexed pages tend to get more inbound links. The more content you create and the more remarkable it is, the more inbound links you’ll get.
The next thing you want to consider is promotion.
There is a fine line between self-adulation (the promotion of accomplishments) and self-promotion (the promotion of ideas). – Nathan Hangen of Copyblogger Focus on the latter, not the former People want to consume helpful content, not information about you.
Think about your target audience(s) for your products/services. Create and define personas for each (there may be more than one). Always think of your personas when creating content. Ask yourself: Would this piece of content appeal/be helpful to one or all of my personas?
Image: A few examples of places to engage in social media are the comments section of a blog post, a Facebook Fan Page or a Twitter account. Social media involvement is a two-way street Create an engaging presence by encouraging discussions and sharing engaging and thought-provoking content (e.g. online events, videos, Facebook discussions blog articles, etc.)
Share links to your content on social media sites and throughout appropriate online social networks. Sharing content regularly will also help build your network on those channels.
Image: Include “share buttons” on your blog posts and other content. Promoting content yourself is important, but help others spread and share your content by making it easy for them to do so Include share buttons on all of your content Provoke brand evangelism
Image: Companies that actively use a social media channel are acquiring customers from that channel. For example: 46% of companies who actively publish a company blog have acquired a customer from that blog. Social media engagements = ROI Companies are acquiring customers as a result of their involvement in social media channels.
Optimization is the last step, but something you should consider doing on an ongoing basis.
Image: Include a call to action on the bottom of your blog posts. Calls to action are offers that prompt people to fill out a form on a landing page, which converts a visitor into a lead. Calls to action are critical to lead generation.
Image: When someone clicks on a call to action, it should bring them to a landing page with a form. Landing pages with forms covert website visitors into leads that a sales team can follow up with.
Image: Be sure to measure your different landing pages and their rates of conversion. Conversion is the percentage of visitors who converted into leads. Keep track of your conversion rates & analytics to determine which calls to action are working.
Marketing analytics are an important part of your inbound marketing programs. Track the sources of your traffic to understand which channels send the best traffic and leads. Monitor these analytics daily and evaluate which techniques are working and which aren’t. Use this data to modify your inbound marketing campaigns to do more of what works and less of what doesn’t.
The Inbound Marketing Methodology: As you complete the first three steps, make sure to continue to analyze how your traffic converts.
Show off your certification and offer the opportunity to your peers!
Inbound Marketing University Intro to Inbound Marketing
Introduction to Inbound Marketing Wayne Lappas Founder ContentMarketing.co Twitter: @CMnCo
Value of Inbound Marketing Inbound marketing pulls buyers into your business
Problem: Outbound Marketing Isn’t Working 800-555-1234 Annoying Salesperson
Solution: Inbound Marketing Content SEO Social Media
Good News About Inbound Marketing Budget (Outbound) Brains (Inbound) Flickr: Andrew Magill Flickr: Joakim Jardenberg
More Good News: Lower Cost Per Lead Source: survey of hundreds of businesses: HubSpot.com/ROI
Success Drives Investment in Inbound Source: Survey of hundreds of businesses from HubSpot.com/ROI Why Businesses Are Changing Marketing Budgets
Key Questions to Get Started <ul><li>Am I regularly creating new, share-worthy content? </li></ul><ul><li>Am I optimizing my content for search and social media? </li></ul><ul><li>Am I promoting my content in social media conversations? </li></ul><ul><li>Am I converting as many visitors into leads and sales as I can? </li></ul>
Blogging: A Great Way to Get Started Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
What Gets Shared? Rarely Shared Frequently Shared <ul><li>Product info </li></ul><ul><li>Software documentation </li></ul><ul><li>Content about YOU </li></ul><ul><li>New market data </li></ul><ul><li>Educational content </li></ul><ul><li>Content about your industry </li></ul>
Get Certified in Inbound Marketing <ul><li>Watch free, online webinar classes taught by expert marketing professors </li></ul><ul><li>Learn about topics including social media, SEO, blogging, public relations, lead generation, marketing analytics, etc. </li></ul><ul><li>Get certified in inbound marketing! </li></ul>Enroll in IMU at http://inboundmarketing.com .
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