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Inbound marketing (1)


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Overview of Inbound Marketing process....

Overview of Inbound Marketing process....

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  • 1. Inbound MarketingOverview Conor Boyce February 2013
  • 2. Contents • Digital migration • Outbound to Inbound Marketing • Inbound Definition • Role of Content Marketing • Step 1:Driving traffic to website • Step 2: Online Lead Generation • Step 3:Converting Leads to Sales • Step4: Analyse and Measure • ROI
  • 3. “If you always do what you always did, you will alwaysget what you always got”Henry Ford
  • 4. Modern Marketing Facts Migration to the web enabled society is relentless
  • 5. People are becoming digitally connected24/7
  • 6. Effects of digital disruption are all around
  • 7. Consumer buying habits arechanging
  • 8. Global Internet Usage
  • 9. Did you know that ……
  • 10. The average US internet user..
  • 11. One third of US consumers…
  • 12. The growth of social networking…
  • 13. 90 million tweets per day…
  • 14. Growth of popularity of blogs
  • 15. Showrooming
  • 16. Mobile commerce on the rise
  • 17. Outbound to Inbound
  • 18. Buying habits are changing
  • 19. “Internet has turned what used to be a controlled one way messageinto a real time dialogue with millions”(Future of Advertising FastCompany 2010)
  • 20. Two types of marketing Outbound - interrupt Inbound - attract
  • 21. Inbound v Outbound
  • 22. Inbound – get found, convert, analyse
  • 23. What is inbound marketing?Inbound Marketing is amarketing strategy where businesses implement tactics to ‘getfound’ online by customers.
  • 24. Inbound Marketing involves creating and providing valuable content for your customers, promoting your remarkable content, building customer relationships, and overall ‘pulling’ the customer toward you
  • 25. Inbound Marketing Strategies • Create Brand Awareness • Improve search Engine Optimisation • Create Thought Leadership • Develop Valuable Customer relationships • Establish Credibility • Build Trustworthy reputations
  • 26. Inbound Marketing is to digital as..Messi isto Barca
  • 27. The Inbound process manages DigitalTraffic !
  • 28. Inbound methodology makes things work together! with ease and harmony
  • 29. Inbound Marketing Funnel
  • 30. A Process not tactics….. • Inbound marketing is like a puzzle – but not because it’s confusing. It’s a puzzle in the sense that it’s made up of many pieces. Pieces that should not stand on their own, but when put together, make total sense.
  • 31. No quick fixes….
  • 32. Website is the Hub of all online activities..
  • 33. It’s your online store…
  • 34. Step 1: How to Get Found = Driving Traffic toWebsite • Create Remarkable content
  • 35. Optimise the content for Social Sharing…
  • 36. Responsive Design • Optimised for all screen sizes and devices
  • 37. Content creation is the keystone of InboundMarketing
  • 38. In the digital world….. contentGenerates momentumGrows your Digital real estateAdds value to your assetsDrive’s ROI
  • 39. Content marketing is about…… Traffic generation
  • 40. 70% of clicks are organic (not paid)
  • 41. Search Engine Optimisation
  • 42. Content creation • Inbound marketing starts with blogging. A blog is the single best way to attract new visitors to your website. Blogging is not the answer to a lazy man’s dreams.
  • 43. Blogging
  • 44. It pays to blog….
  • 45. Frequent blogging = more customers
  • 46. Why Blogging? • Each page on a website is an opportunity to rank for a keyword or phrase. More pages means more chances to rank – enter the magic of content creation. • Blogging is a content foundation that helps you create email newsletters, SEO-friendly website content, social media, and other marketing initiatives with less effort
  • 47. Why Blogging? • Blogging is the only online marketing initiative that creates its own by-products. • Search engines are trying to create the ultimate search experience and their search algorithms put a very heavy bias on websites that produce quality content. • Companies that blog 15 or more times per month get 5X more traffic than companies that dont blog at all.
  • 48. Impact of monthly blog articles
  • 49. A blog is essential for any onlinebusiness
  • 50. Point Being ……. • If a blog gets posted in the forest, will anyone read it? • Calories get spent creating keyword rich blog content and its impact on search engine traffic will be severely impeded if links to those articles are not shared on social media. • Building “sharing” functionality into your content (like a “Tweet This” button) will allow others to share what they just read with their followers by simply clicking.
  • 51. Social lives at the top of the funnel
  • 52. Discovery prior to interest
  • 53. Social sharing and SEO
  • 54. Step 2: What’s happens to websitetraffic? Conversion tactics • Online lead Generation
  • 55. Conversion Tools Premium content Offers. Landing Pages Calls To Action
  • 56. How does traffic translate into leads… • Leads are generated by making top level content offers and landing pages!
  • 57. Content offersResearchWho is the your ideal customer(s)andWhat information is of value to them ?
  • 58. But……
  • 59. Good examples … Genoo
  • 60. Genoo
  • 61. Step 3: Convert leads to customers Turning Leads To customer requires…….. Targeted Content
  • 62. Develop Buyer persona
  • 63. Content delivery funnel
  • 64. Follow up on leads…. A human or a machine
  • 65. Lead Nurturing..
  • 66. Help that lead along the way
  • 67. Step 4: Analyse and Measure Digital Footprint means almost full traceability
  • 68. If you don’t…… Things go wrong!
  • 69. No hiding place anymore….. Every campaign can be measured and ROI determined!
  • 70. Digital Footprint means……. We know everything. Marketing has never been easier.
  • 71. What are the key metrics….
  • 72. To be Measured…
  • 73. Analyse
  • 74. Closing the Loop: Measuring ROI
  • 75. Marketing Automation and Technology Does the heavy lifting for Inbound Marketing