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What Is Inbound Marketing?

What Is Inbound Marketing?



Traditional, outbound marketing is broken. People are getting better at avoiding interruptions designed to get them to listen to your unsolicited messages. The alternative is to implement the ...

Traditional, outbound marketing is broken. People are getting better at avoiding interruptions designed to get them to listen to your unsolicited messages. The alternative is to implement the five-step process of inbound marketing, which will attract visitors to your web site and convert them from visitors to leads.



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  • Don’t hold questions until end – interactiveHow many sales/marketing?How many business owners?
  • Matrix – people exist inside artificial world controlled by machines.Traditional advertising = same thingTelevision, radio, newspapers, magazines
  • Every traditional marketing and advertising channel is being marginalized.Either being replaced or compromised by disruptive technologies
  • What’s the alternative?Instead of trying to interrupt people and shove messages in their face,give them a reason to come to you.
  • 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
  • In gift economy, your gift can be content you create
  • Use the democratic web 2.0 process to your advantage to spread ideas
  • We’re in business after all, so ultimate goal is to convert & measure
  • 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

What Is Inbound Marketing? What Is Inbound Marketing? Presentation Transcript

  • What IsInbound Marketing?
  • Traditional Marketing
    Marketing has been trapped in The Matrix – an outbound system controlled by a few media owners and based on paying for eyeballs. They create reality.
  • Outbound is broken!
    Every traditional marketing and advertising channel is being replace or compromised by disruptive technologies.
    People are getting better and better at avoiding your messages.
  • Draw a crowd
    Inbound Marketing
    What if instead of interrupting people, you could pull them to your website instead?
  • Ch-ch-ch-ch-changes
    The Internet is offering you a red pill – Inbound Marketing. You can unplug yourself from The Matrix.
  • Power Shiftfrom owners to users
  • PowerShift:Moore’s Law accurately predicted that the number of transistors per chip would double every 18 months.The result has been that the cost of storage and bandwidth are approaching zero. This is what makes Web 2.0 sites like YouTube, Twitter and Facebook possible.
  • PowerShiftEnabled by low cost storage and bandwidth, social media sites make everyone with a computer both a consumer and producer.“It’s as if when you bought a book, they threw in the printing press for free.”- Clay Shirky
    Web 2.0
  • PowerShiftThe Internet is a near-perfect democracy; every user has one vote and every vote counts once. In pure democracies, trust is the coin of the realm.Where credibility can be bought, trust must be earned.
  • New Rules
    A new ecosystem brings new rules
  • New RulesBusinesses are used to operating under purely economic norms. Social media is ruled by social norms.Mixing norms results in conflict.
    Mixed Norms
  • New RulesWhen you’re invited to someone’s home for the first time, what’s customary?The most effective common means for humans to establish trust is though gift giving.
    Gift Economy
  • Search EvolutionWired magazine’s “The Web is Dead, Long Live the Internet” article discussed how apps and APIs are replacing pure HTTP (web) traffic. The end result is that less and less traffic is visible to search engines.
    Search Evolution
  • Now what?
  • Solution
    Create remarkable content
  • Solution
    Spread ideas via social media
  • Solution
    Convert visitors to customers & measure everything
  • Inbound Marketing
  • Inbound Marketing
    Five Steps
  • Inbound MarketingThe playing field has been leveled and marketing success is no longer a slave to advertising budgets.
    Wits vs. Wallets
  • Inbound MarketingHubspot reports their customers have realized a 60% reduction in average cost per lead.
    Lower Cost Per Lead
  • Step One:ContentRemarkable means something worthy of being shared. Be generous.Readable means short words in short sentences in short paragraphs with concise and interesting titles.Shareable means including buttons to easily Tweet, Like, Digg, etc…
    Blogging = perfect content machine
  • Step One:Content
    Value vs. Volume
  • Step Two:OptimizeOrganic search rankings are approximately 65 percent based on inbound links.Page URLs and titles account for another 24 percent.
    Search Engine Optimization
  • Step Two:Optimize
    Popularity vs. Payola
  • Step Three:PromoteThe Internet is not a single, giant blob of homogenous people. It’s a series of interconnected groups.Ideas spread from group to group, not person to person. Focus on them to expand your online influence.
    Social Media
  • Step Three:Promote
    Selfless vs. Selfish
  • Step Four:ConvertLanding Pages are the key to converting visitors to leads.They begin with a clear and compelling call to action.The conversion form must be as “frictionless” as possible.
    Landing Pages
    1) Call to action
    2) Conversion form
  • Step Four:Convert
    Clear vs. Confusing
  • Step Five:AnalyzeFocus on measuring desired outcomes on your website and not just ordinary metrics like page views.
    If it can’t be measured,it can’t be managed.
  • Step Five:Analyze
    Data vs. Dice
  • More Information
    Free Evaluation: