Inbound MarketingOverview Conor Boyce Earlytoe.com February 2013
Contents           •   Digital migration           •   Outbound to Inbound Marketing           •   Inbound Definition     ...
“If you always do what you always did, you will alwaysget what you always got”Henry Ford
Modern Marketing Facts     Migration to the web enabled society is relentless
People are becoming digitally connected24/7
Effects of digital disruption are all around
Consumer buying habits arechanging
Global Internet Usage
Did you know that ……
The average US internet user..
One third of US consumers…
The growth of social networking…
90 million tweets per day…
Growth of popularity of blogs
Showrooming
Mobile commerce on the rise
Outbound to Inbound
Buying habits are changing
“Internet has turned what used to be a controlled one way messageinto a real time dialogue with millions”(Future of Advert...
Two types of marketing  Outbound - interrupt   Inbound - attract
Inbound v Outbound
Inbound – get found, convert, analyse
What is inbound marketing?Inbound Marketing is amarketing strategy where businesses implement tactics to ‘getfound’ online...
Inbound Marketing involves creating and providing valuable  content for your customers, promoting your remarkable content,...
Inbound Marketing Strategies   •   Create Brand Awareness   •   Improve search Engine Optimisation   •   Create Thought Le...
Inbound Marketing is to digital as..Messi isto Barca
The Inbound process manages DigitalTraffic !
Inbound methodology makes things work together!         with ease and harmony
Inbound Marketing Funnel
A Process not tactics…..  •   Inbound marketing is like a puzzle – but not because it’s      confusing. It’s a puzzle in t...
No quick fixes….
Website is the Hub of all online activities..
It’s your online store…
Step 1:   How to Get Found = Driving Traffic toWebsite   •   Create Remarkable content
Optimise the content for Social Sharing…
Responsive Design  •   Optimised for all screen sizes and devices
Content creation is the keystone of InboundMarketing
In the digital world….. contentGenerates momentumGrows your Digital real estateAdds value to your assetsDrive’s ROI
Content marketing is about……         Traffic generation
70% of clicks are organic (not paid)
Search Engine Optimisation
Content creation  •   Inbound marketing starts with blogging. A blog is the single      best way to attract new visitors t...
Blogging
It pays to blog….
Frequent blogging = more customers
Why Blogging?    •   Each page on a website is an opportunity to rank for a        keyword or phrase. More pages means mor...
Why Blogging?   •   Blogging is the only online marketing initiative that creates       its own by-products.   •   Search ...
Impact of monthly blog articles
A blog is essential for any onlinebusiness
Point Being …….  •   If a blog gets posted in the forest, will anyone read it?  •   Calories get spent creating keyword ri...
Social lives at the top of the funnel
Discovery prior to interest
Social sharing and SEO
Step 2: What’s happens to websitetraffic?                                Conversion tactics   •   Online lead Generation
Conversion Tools Premium content Offers. Landing Pages Calls To Action
How does traffic translate into leads…  •   Leads are generated by making top level content offers and      landing pages!
Content offersResearchWho is the your ideal customer(s)andWhat information is of value to them ?
But……
Good examples … Genoo
Genoo
Step 3: Convert leads to customers        Turning Leads To customer requires……..        Targeted Content
Develop Buyer persona
Content delivery funnel
Follow up on leads….  A human    or        a machine
Lead Nurturing..
Help that lead along the way
Step 4: Analyse and Measure      Digital Footprint means      almost full traceability
If you don’t……                 Things go                 wrong!
No hiding place anymore…..  Every campaign can be measured and ROI determined!
Digital Footprint means…….      We know everything.      Marketing has never been easier.
What are the key metrics….
To be Measured…
Analyse
Closing the Loop: Measuring ROI
Marketing Automation and Technology     Does the heavy lifting for Inbound Marketing
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Inbound marketing (1)

  1. 1. Inbound MarketingOverview Conor Boyce Earlytoe.com February 2013
  2. 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. 3. “If you always do what you always did, you will alwaysget what you always got”Henry Ford
  4. 4. Modern Marketing Facts Migration to the web enabled society is relentless
  5. 5. People are becoming digitally connected24/7
  6. 6. Effects of digital disruption are all around
  7. 7. Consumer buying habits arechanging
  8. 8. Global Internet Usage
  9. 9. Did you know that ……
  10. 10. The average US internet user..
  11. 11. One third of US consumers…
  12. 12. The growth of social networking…
  13. 13. 90 million tweets per day…
  14. 14. Growth of popularity of blogs
  15. 15. Showrooming
  16. 16. Mobile commerce on the rise
  17. 17. Outbound to Inbound
  18. 18. Buying habits are changing
  19. 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. 20. Two types of marketing Outbound - interrupt Inbound - attract
  21. 21. Inbound v Outbound
  22. 22. Inbound – get found, convert, analyse
  23. 23. What is inbound marketing?Inbound Marketing is amarketing strategy where businesses implement tactics to ‘getfound’ online by customers.
  24. 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. 25. Inbound Marketing Strategies • Create Brand Awareness • Improve search Engine Optimisation • Create Thought Leadership • Develop Valuable Customer relationships • Establish Credibility • Build Trustworthy reputations
  26. 26. Inbound Marketing is to digital as..Messi isto Barca
  27. 27. The Inbound process manages DigitalTraffic !
  28. 28. Inbound methodology makes things work together! with ease and harmony
  29. 29. Inbound Marketing Funnel
  30. 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. 31. No quick fixes….
  32. 32. Website is the Hub of all online activities..
  33. 33. It’s your online store…
  34. 34. Step 1: How to Get Found = Driving Traffic toWebsite • Create Remarkable content
  35. 35. Optimise the content for Social Sharing…
  36. 36. Responsive Design • Optimised for all screen sizes and devices
  37. 37. Content creation is the keystone of InboundMarketing
  38. 38. In the digital world….. contentGenerates momentumGrows your Digital real estateAdds value to your assetsDrive’s ROI
  39. 39. Content marketing is about…… Traffic generation
  40. 40. 70% of clicks are organic (not paid)
  41. 41. Search Engine Optimisation
  42. 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. 43. Blogging
  44. 44. It pays to blog….
  45. 45. Frequent blogging = more customers
  46. 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. 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. 48. Impact of monthly blog articles
  49. 49. A blog is essential for any onlinebusiness
  50. 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. 51. Social lives at the top of the funnel
  52. 52. Discovery prior to interest
  53. 53. Social sharing and SEO
  54. 54. Step 2: What’s happens to websitetraffic? Conversion tactics • Online lead Generation
  55. 55. Conversion Tools Premium content Offers. Landing Pages Calls To Action
  56. 56. How does traffic translate into leads… • Leads are generated by making top level content offers and landing pages!
  57. 57. Content offersResearchWho is the your ideal customer(s)andWhat information is of value to them ?
  58. 58. But……
  59. 59. Good examples … Genoo
  60. 60. Genoo
  61. 61. Step 3: Convert leads to customers Turning Leads To customer requires…….. Targeted Content
  62. 62. Develop Buyer persona
  63. 63. Content delivery funnel
  64. 64. Follow up on leads…. A human or a machine
  65. 65. Lead Nurturing..
  66. 66. Help that lead along the way
  67. 67. Step 4: Analyse and Measure Digital Footprint means almost full traceability
  68. 68. If you don’t…… Things go wrong!
  69. 69. No hiding place anymore….. Every campaign can be measured and ROI determined!
  70. 70. Digital Footprint means……. We know everything. Marketing has never been easier.
  71. 71. What are the key metrics….
  72. 72. To be Measured…
  73. 73. Analyse
  74. 74. Closing the Loop: Measuring ROI
  75. 75. Marketing Automation and Technology Does the heavy lifting for Inbound Marketing

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