4. AgendaInbound Marketing Basics Group Exercise Inbound Strategy and Tactics
5. Marketing is changing has changed
6. The traditional marketing playbook Print TV Radio PR Events Direct Mail Analytics
7. 86% skip TV ads 44% of direct mail is never opened 91% unsubscribe200mSay DO NOT CALL 8
8. The new marketing playbook SEO Social Media Blogging Email Marketing Lead Nurturing Social CRM Landing Pages Video Marketing Automation Marketing Analytics
9. 1 Where do B2B buyers1 get theirinformation? 37% Catalogs 71% 35% Seminars Internet 39% 41% Trade Trade Shows Groups Source: Rewiring Your B2B Rulebook (Research from Google & Compete, conducted in October 2011)
10. Inbound favors brains over budget VS.
11. Inbound consistently yields lower cost leads
12. Trade shows ranked most expensive;blogs ranked least expensive
13. The worst thing we did in marketing last year was attend several trade shows and events with low yield and ROI.Marketing ProfessionalProfessional Services/Consulting26 to 50 Employees
14. This past year we spent a few hundred dollars on a door- hanger marketing piece and got no response—at all.Business OwnerProfessional Services/Consulting1 to 5 Employees
15. 89% are maintaining or increasing theirinbound budgets
16. Increases Driven by Past Success;Decreases Driven by the Economy
17. Small businessvs.big business
18. Small Businesses Level the Playing Field
19. Inbound converts leads into customers
21. 1 Get Found ( INBOUND ) MARKETING 2 Convert 3 Analyze
22. 1 Get Found73%of B2B executives usesearch engines to findgoods & services fortheir business.
24. Why Blog?1 Build a marketing asset2 Fuel the inbound marketing machine3 Build thought leadership and trust
26. Publish everything
27. Think about your personasPhoto: Kadient with their personas, courtesy of David Meerman Scott
28. Get Into the Content Mindset • Make emails into blog posts • Turn forum posts into blog posts • Shoot videos at events • Interview customers for your blog • Repurpose company data for public reports • Share lessons you learnFlick Photo: Cindiann
29. Content fuels inbound marketing ContentSearch Engine Email Marketing &Optimization Lead Nurturing Social Media Landing Page Offers
30. #1 for “employee uniform cleaning”
31. #8 for “restaurant linen cleaning”
32. Biggest Blogging MistakeDon’t use a “free” URL from a blog service • Sitex-corp.blogspot.com NO • Sitex-corp.typepad.com • Sitex-corp.wordpress.com • Blog.Sitex-corp.com YES • Sitex-corp.com/Blog • UniformCleaningTips.com
33. 70% of Businesses Blog At Least Weekly
34. Blog Frequency and Customer Acquisition
35. Company Blogs are Increasingly Valued
37. Paid vs. Organic Search Results
38. Paid vs. Organic Search Results Paid
39. Paid vs. Organic Search ResultsOrganic
40. A look at organic results Wikipedia HubSpot blog Free resources Free training
41. Organic Search is Better 1 Free 3 More educated 2 More traffic 4 Longer lasting (80% clicks)
42. Pick Your Keyword Battles 1. Search volume 2. Relevance to your business 3. Competition • “uniforms” • “medical uniform rentals” • “medical uniform rentals Jasper, IN”Flickr: saeba
43. How Does Google Decide? On-Page Off-Page 25% 75%
44. On-Page SEO Basics Page title URL Headings & text Meta description
45. Off-Page SEO Basics Sitex Sitex www.sitex- Medical Medical corp.com Apparel Apparel
46. How do you get more links? Have something worth linking to. 1700+ inbound links
47. SOCIAL MEDIA
48. What is Social Media For?
49. Social Media & Blogs Generate Real Customers
50. Facebook Is More Effective for B2C; LinkedIn Is for B2B
51. The best things we’ve done to drive leads and sales this past year is embrace social media, establish a blog, and convince ownership to accept inbound marketing strategy.Marketing ProfessionalManufacturing Industry201 to 500 Employees
52. Social Media How-To 1 Listen 2 Share 3 Be Human
53. 1 Listen• What are people saying about… – You? – Your competitors? – Their problems?• Who’s talking? – Customers – Prospects – Competitors – Thought leaders
54. 2 Share• Your content spread your reach• Questions start conversations• Other resources show thought leadership
55. 3 Be Human
56. Who’s ready for their grade?
57. 2 Convert
59. What am I supposed to do here?
60. What am I supposed to do here? 61
61. Great calls to action are… Obvious
62. Great calls to action are… Action- oriented
63. Great calls to action are… Simple & clear
64. Great calls to action are… Targeted
65. It should always be clear… What am I supposed to do here?
66. LANDING PAGES
67. What is a Landing Page?
68. What is a Landing Page?
69. Great landing pages are… Clear & simple
70. Great landing pages are… Focused
71. Great landing pages… Show value
72. Can you answer… What’s in it for me?
73. LiveLanding PageOptimization
75. If email was a country, its 1.4 billion users would make it the largest in the world.Source: Email Marketing Reports
76. 5 Types of Email 1 Newsletter or Digest 2 Dedicated Email 3 Lead Nurturing 4 Sponsorship/Partner Emails 5 Transactional Emails
77. No matter the type of email… Know your goal.
78. Good email is timely.Source: HubSpot Science of Email Marketing
79. Good email is relevant. Segmented emails get clicks Source: MarketingSherpa
80. Good email is valuable.
81. Good emailis somethingsomeonewould wantto receive.
82. Good email has a call to action.
83. Good email leverages relationships. From a recognizable name and email address with real reply-to Add a Connect inpersonal multiple touch ways
84. Good email is readable. Don’t rely on images
85. Good email is readable. Optimize for mobileSource: HubSpot Science of Email Marketing
86. Good emailresults inthe desiredaction.
87. Best practices may not be best. Most popular days to send email.Source: HubSpot Science of Email Marketing
88. Best practices may not be best.Source: HubSpot Science of Email Marketing
89. 3 Analyze
90. Avoid paralysis by analysis.Focus on a fewsimple metrics.
91. Visits, Leads, and Customers
92. Results by Channel and Offer
93. Set targets andmeasure regularly
94. FINAL THOUGHT
95. You have the tools. Buildyour inbound marketing machine.