Inbound Marketing
Jon DiPietro    “Engineer by education,    computer geek by choice,    marketer by necessity.”    Email:    jon.dipietro@d...
While you were busyrunning your business…     …the Internet caused the     marketing world to spin in the     opposite dir...
The Kakapo Parrot!For thousands of years, its greatest threat was overpopulation.So it developed a defense mechanism – cra...
The Kakapo Parrot!When if finally faced predators after man arrived,it did the same thing that always saved it in the past...
250,000200,000                               Some Perspective                                     Our anatomical evolution...
SalvationMarketing has now come full circle back to our evolutionary roots. It has unpluggedThe Matrix. All you need to do...
Power ShiftThe Internet has shifted poweraway from the media gatekeepersand into the hands of the users.What has made this...
PowerShift:In 1965, Intel co-founderGordon Moore predicted thatthe number of transistors youcould fit on a chip woulddoubl...
PowerShiftMassive increases incomputing power led to Web2.0. As Clay Shirky says, “It’sas if when you bought a bookthey th...
PowerShiftThis new, perfect democracyuses a different currency thanold media. Companies usedto pay “x” dollars for “y”eyeb...
New Rules
New RulesWhy is trust the currency ofdigital marketing?It has to do with behavioralnorms, which are unwrittenrules that go...
New RulesSo how does a companyabide by social norms andacquire the digital marketingcurrency of trust?The same way humans ...
SearchEvolutionThis graph is from a WiredMagazine article titled TheWeb Is Dead, Long Live theInternet. It illustrates how...
Now what?
Outbound is broken!Every traditional                       They are eithermarketing and                       being replac...
Outbound is broken!             800-555-1234             Annoying             Salesperson
InboundMarketingLuckily there is an alternativethat works;inbound marketing.                                  Lower cost p...
InboundMarketing            All the cool kids are doing it…
Inbound Marketing      Now that you know why      inbound marketing is      necessary and how it      works…      What is ...
InboundMarketing                                       CreateComprised of five steps:1) Create remarkable content     Anal...
Step One:Content                                          RemarkableRemarkable means contentthat people want to sharewith ...
Step One:ContentProvide value first (andestablish trust) instead ofcranking up the volume andshouting louder.             ...
Step Two:OptimizeSocial signals are highlycorrelated to high placementin search results. Backlinksare also critical.Ignori...
Step Two:OptimizeWith outbound marketing, youcould always spend more toget more results. With socialmedia, it’s about popu...
Step Three:PromoteIn his book The TippingPoint, Malcolm Gladwelltheorizes that messages don’tgo viral from person-to-perso...
Step Three:Promote                                     MeSuccess in social media isabout providing value, notself-promotio...
Step Four:Convert                                 1) Call to actionLanding pages will make orbreak your success at digital...
Step Four:ConvertClear messages lead toconversions.Confusing messages lead toabandonments.                             Cle...
Step Five:AnalyzeWeb analytics close the loop:How many conversions?Where did they come from?How much did they earn?How muc...
Step Five:Analyze“I know half my advertising isworking, I just don’t knowwhich half.”Everything about digitalmarketing is ...
InboundMarketingThe playing field has beenleveled and marketingsuccess I not longer a slave toadvertising budgets.        ...
More InformationEmail:jon.dipietro@domesticatingit.comBlog:domesticatingit.com/blogTwitter:@JonDiPietroFree Evaluation:htt...
Inbound Marketing
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Inbound Marketing

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Why has marketing been so severely disrupted? How does inbound marketing address those changes? What is inbound marketing?

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  • Don’t hold questions until end – interactiveHow many sales/marketing?How many business owners?
  • While you were busy running your business, the Internet caused the marketing world to spin in the opposite direction. It ripped control away from the advertisers and put it back into the hands of the customer. Everything has changed about the way companies get people to listen to their messages. Eventually, the Internet will impose its will on all of them.
  • For thousands of years, the Kakapo parrot lived in isolation on New Zealand. For its entire evolutionary existence, its biggest threat to survival was overpopulation. As a result, it developed a defense mechanism, which was a series of mating rituals that made it extraordinarily – and comically – difficult to reproduce. But in the 1840’s a new threat emerged when humans introduced new predators. Like it had done for tens of thousands of years, its evolutionary instincts for self-preservation kicked in and the birds started to reproduce even less frequently and were nearly wiped out.What does this have to do with social media? It’s because most of you work for corporations who do the exact same thing as the Kakapo. As soon as a new threat to their existence appears, companies have a tendency to do that which had always allowed them to survive in the first place. And so it is with the introduction of social media. Instead of forming new adaptive behaviors, most companies are simply employing the same old strategies and tactics that served them well in the good old days of mass media and outbound marketing.
  • For thousands of years, the Kakapo parrot lived in isolation on New Zealand. For its entire evolutionary existence, its biggest threat to survival was overpopulation. As a result, it developed a defense mechanism, which was a series of mating rituals that made it extraordinarily – and comically – difficult to reproduce. But in the 1840’s a new threat emerged when humans introduced new predators. Like it had done for tens of thousands of years, its evolutionary instincts for self-preservation kicked in and the birds started to reproduce even less frequently and were nearly wiped out.What does this have to do with social media? It’s because most of you work for corporations who do the exact same thing as the Kakapo. As soon as a new threat to their existence appears, companies have a tendency to do that which had always allowed them to survive in the first place. And so it is with the introduction of social media. Instead of forming new adaptive behaviors, most companies are simply employing the same old strategies and tactics that served them well in the good old days of mass media and outbound marketing.
  • For thousands of years, the Kakapo parrot lived in isolation on New Zealand. For its entire evolutionary existence, its biggest threat to survival was overpopulation. As a result, it developed a defense mechanism, which was a series of mating rituals that made it extraordinarily – and comically – difficult to reproduce. But in the 1840’s a new threat emerged when humans introduced new predators. Like it had done for tens of thousands of years, its evolutionary instincts for self-preservation kicked in and the birds started to reproduce even less frequently and were nearly wiped out.What does this have to do with social media? It’s because most of you work for corporations who do the exact same thing as the Kakapo. As soon as a new threat to their existence appears, companies have a tendency to do that which had always allowed them to survive in the first place. And so it is with the introduction of social media. Instead of forming new adaptive behaviors, most companies are simply employing the same old strategies and tactics that served them well in the good old days of mass media and outbound marketing.
  • How can we do this and why is it possible?The matrix has been unplugged.In addition to old outbound methods not working, major tech shifts opening new possibilities.With new ecosystems come new rules of engagement.Moving outbound strategies to inbound media doesn’t work.
  • Power is shifting from owners to users.Ultimate form of pure democratization – everyone has unlimited choices and a voice.
  • In 1965, Intel co-founder Gordon Moore predicted that the number of transistors on a chip would double every two years.He predicted this would continue for at least 10 years and looks to continue for at least another 5.Result – cost of storage and bandwidth approaching zero.Enables YouTube, Flickr, Twitter, FacebookYouTube – 2 billion videos per day, 24 hours every minuteFlickr – 4 billion imagesTwitter – over 100M registered users and more than 55M tweets per day (3% for Justin Bieber)Facebook – 500M users spend over 700B minutes per month
  • Massive increases in computing power, storage and bandwidth enabled Web 2.0.Shirky – “It’s as if when you bought a book, they threw in the printing press for free.”We’re all producers and consumers now.
  • In a pure democracy, we must gain peoples’ trust.Trust is replacing credibility – credibility can be bought, trust must be earned.Siskel & Ebert worked because people trusted one or the other.
  • New ecosystem brings with it new rules
  • Remember old Rece’s peanut butter cup commercials?Businesses running into same problem today – mixing economic and social norms.When channel is owned by business, economic norms in play & that’s OK.When channel is owned by users, social norms in play & that’s confusing.Example mixed norms – dating.Playing the Internet marketing game today means following a new set of rules.
  • When you’re invited to someone’s home for first time, what’s customary?Gift are one of most effective and commons means for establishing social relationships.Thought leaders more and more referring to new “gift economy” where companies must establish social relationships with customers FIRST
  • Wired magazine’s “The Web is Dead, Long Live the Internet” articlePure HTTP (web) traffic smaller and smaller proportion of totalReplaced by apps and APIs“walled gardens”Result – search engines less influentialSEM – old currency = links, new currency = people
  • Every traditional marketing and advertising channel is being marginalized.Either being replaced or compromised by disruptive technologies
  • Every traditional marketing and advertising channel is being marginalized.Either being replaced or compromised by disruptive technologies
  • That’s what inbound marketing is all about
  • Create remarkable contentOptimize it for searchPromote through social media (and traditional)Convert visitors to leads and leads to customersAnalyze, rinse and repeat
  • The playing field has been leveled and marketing success is no longer a slave to advertising budgets.
  • Inbound Marketing

    1. 1. Inbound Marketing
    2. 2. Jon DiPietro “Engineer by education, computer geek by choice, marketer by necessity.” Email: jon.dipietro@domesticatingit.com Twitter: @jondipietro Blog: domesticatingit.com/blog
    3. 3. While you were busyrunning your business… …the Internet caused the marketing world to spin in the opposite direction. It ripped control away from advertisers and put It back in the hands of the customers. Some industries were affected more than others but the Internet will eventually impose its will on all of them.
    4. 4. The Kakapo Parrot!For thousands of years, its greatest threat was overpopulation.So it developed a defense mechanism – crazy, ineffective mating rituals.
    5. 5. The Kakapo Parrot!When if finally faced predators after man arrived,it did the same thing that always saved it in the past…It stopped mating!!Many businesses do the exactsame thing when their environmentschange around them.This pulls them into the “BusinessDeath Spiral.”
    6. 6. 250,000200,000 Some Perspective Our anatomical evolution ended 200,000 years ago and our150,000 behavioral evolution completed 50,000 years ago. We evolved as social animals who100,000 communicated through stories and pictures. Printed and mass media are 600 50,000 and 100 years old respectively. Both are completely unnatural! 0 Anatomy Behavior Agriculture Printing Press Mass Media
    7. 7. SalvationMarketing has now come full circle back to our evolutionary roots. It has unpluggedThe Matrix. All you need to do is swallow the red pill and leave the outbound world behind.
    8. 8. Power ShiftThe Internet has shifted poweraway from the media gatekeepersand into the hands of the users.What has made this possible?
    9. 9. PowerShift:In 1965, Intel co-founderGordon Moore predicted thatthe number of transistors youcould fit on a chip woulddouble every 18 months. Thisbecame known as “Moore’sLaw” and has remainedremarkably accurate fornearly 50 years.The result is that storage andbandwidth are cheap enoughto give away. Thisdemocratization of computingpower allows websites likeYouTube, Flickr, Facebook andTwitter to provide theirservices for free. Democratization
    10. 10. PowerShiftMassive increases incomputing power led to Web2.0. As Clay Shirky says, “It’sas if when you bought a bookthey threw in the printingpress for free.” We’re allproducers now.But it also means that socialmedia users are also theowners. Twitter and Facebookdon’t create the content ormake the rules – we do. Web 2.0
    11. 11. PowerShiftThis new, perfect democracyuses a different currency thanold media. Companies usedto pay “x” dollars for “y”eyeballs.The currency of digitalmarketing is trust, not dollars. Trust
    12. 12. New Rules
    13. 13. New RulesWhy is trust the currency ofdigital marketing?It has to do with behavioralnorms, which are unwrittenrules that govern acceptablebehavior in differentsituations.Businesses are used todealing with economicnorms, which are verydifferent from social norms.Mixing norms can be verydangerous – a big reason whydates can be tricky.BECAUSE THE USERS OWNTHE MEDIUM IN SOCIALMEDIA, SOCIAL NORMS AREAT PLAY! Mixed Norms
    14. 14. New RulesSo how does a companyabide by social norms andacquire the digital marketingcurrency of trust?The same way humans buildtrust with new relationships:We give gifts to prove wemean no harm. Gift Economy
    15. 15. SearchEvolutionThis graph is from a WiredMagazine article titled TheWeb Is Dead, Long Live theInternet. It illustrates how thepercentage of Internet trafficdedicated to serving up webpages has been decliningsince 2000.This means that more andmore activity is taking placein walled gardens wheresearch engines can’t help you.It means mobile and social. Search Evolution
    16. 16. Now what?
    17. 17. Outbound is broken!Every traditional They are eithermarketing and being replace oradvertising compromisedmedium is by disruptivebeing technologies.marginalized.
    18. 18. Outbound is broken! 800-555-1234 Annoying Salesperson
    19. 19. InboundMarketingLuckily there is an alternativethat works;inbound marketing. Lower cost per lead
    20. 20. InboundMarketing All the cool kids are doing it…
    21. 21. Inbound Marketing Now that you know why inbound marketing is necessary and how it works… What is inbound marketing?
    22. 22. InboundMarketing CreateComprised of five steps:1) Create remarkable content Analyze Optimize2) Optimize it for search3) Promote it via social media4) Convert visitors to leads5) Analyze, rinse and repeat Convert Promote Five Steps
    23. 23. Step One:Content RemarkableRemarkable means contentthat people want to sharewith their friends andcolleagues.Readable means short words Readablein short sentences in shortparagraphs with compellingheadings, bullets and whitespace. Make it easily scannedand easy on the eyes.Sharable means including Shareablesocial media share andsubscribe buttons that makeit easy for readers to passalong. Blogging = perfect content machine
    24. 24. Step One:ContentProvide value first (andestablish trust) instead ofcranking up the volume andshouting louder. Value vs. Volume
    25. 25. Step Two:OptimizeSocial signals are highlycorrelated to high placementin search results. Backlinksare also critical.Ignoring social media canhurt your search engineoptimization! Search Engine Optimization
    26. 26. Step Two:OptimizeWith outbound marketing, youcould always spend more toget more results. With socialmedia, it’s about popularity. Popularity vs. Payola
    27. 27. Step Three:PromoteIn his book The TippingPoint, Malcolm Gladwelltheorizes that messages don’tgo viral from person-to-person, but from group-to-group.Set up your social mediastrategies to focus on interestgroups and segments ratherthan individuals. Social Media
    28. 28. Step Three:Promote MeSuccess in social media isabout providing value, notself-promotion.Nobody cares about yourproducts or services: Theyonly care about how you cansolve their problem. I Myself Selfless vs. Selfish
    29. 29. Step Four:Convert 1) Call to actionLanding pages will make orbreak your success at digitalmarketing. They areresponsible for convertingvisitors to leads.They must include aclear, compelling call toaction with a low-frictionconversion form. 2) Conversion form Landing Pages
    30. 30. Step Four:ConvertClear messages lead toconversions.Confusing messages lead toabandonments. Clear vs. Confusing
    31. 31. Step Five:AnalyzeWeb analytics close the loop:How many conversions?Where did they come from?How much did they earn?How much did they cost? If it can’t be measured, it can’t be managed.
    32. 32. Step Five:Analyze“I know half my advertising isworking, I just don’t knowwhich half.”Everything about digitalmarketing is measurable. Sostop guessing and startmeasuring! Data vs. Dice
    33. 33. InboundMarketingThe playing field has beenleveled and marketingsuccess I not longer a slave toadvertising budgets. Wits vs. Wallets
    34. 34. More InformationEmail:jon.dipietro@domesticatingit.comBlog:domesticatingit.com/blogTwitter:@JonDiPietroFree Evaluation:http://www.domesticatingit.com/free-inbound-marketing-evaluation/
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