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Intro to Inbound Marketing (To be used by Inbound Marketing Certified Professionals)

by HubSpot All-in-one Marketing Software

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This presentation is for use by Inbound Marketing Certified Professionals to educate their fellow employees, organization members or clients. ...

This presentation is for use by Inbound Marketing Certified Professionals to educate their fellow employees, organization members or clients.

The presentation is an overview of of inbound marketing, including actionable tips to use inbound marketing to grow one’s business.

Register for Inbound Marketing University: http://inboundmarketing.com

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Intro to Inbound Marketing (To be used by Inbound Marketing Certified Professionals) Presentation Transcript

Introduction to Inbound Marketing Presenter Name Title Company Twitter: @_______

Value of Inbound Marketing Inbound marketing pulls buyers into your business

What is Outbound Marketing?

Problem: Outbound Marketing Isn’t Working 800-555-1234 Annoying Salesperson

Solution: Inbound Marketing Content SEO Social Media

Good News About Inbound Marketing Budget (Outbound) Brains (Inbound) Flickr: Andrew Magill Flickr: Joakim Jardenberg

More Good News: Lower Cost Per Lead Source: survey of hundreds of businesses: HubSpot.com/ROI

Success Drives Investment in Inbound Source: Survey of hundreds of businesses from HubSpot.com/ROI Why Businesses Are Changing Marketing Budgets

Key Questions to Get Started

Am I regularly creating new, share-worthy content?

Am I optimizing my content for search and social media?

Am I promoting my content in social media conversations?

Am I converting as many visitors into leads and sales as I can?

4 Steps to Successful Inbound Marketing

Create

Optimize

Promote

Convert & Analyze

Step 1: Create Content

Create

Optimize

Promote

Convert & Analyze

Inbound Marketers are Publishers Stop thinking like a marketer or advertiser . Start thinking like a publisher and socializer.

Publish Everything, Everywhere

Blogging: A Great Way to Get Started Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

What Gets Shared? Rarely Shared Frequently Shared

Product info

Software documentation

Content about YOU

New market data

Educational content

Content about your industry

Step 2: Optimize

Create

Optimize

Promote

Convert & Analyze

Google is Judge, Jury & Executioner HubSpot.com/cartoons

SEO = Context + Authority Ranking Algorithm: f(n): Context + Authority

25% On-Page SEO (Context)

Page Title

Clean URL

Headers & Content

Description

75% Off-Page SEO (Authority) Authority is Determined by Inbound Links

More and Better Content  Links Source: Data from selected websites using www.WebsiteGrader.com

Step 3: Promote

Create

Optimize

Promote

Convert & Analyze

Remember: It’s Not About You, EVER! HubSpot.com/cartoons

Target Your Content Target content to your marketing personas.

Create an Engaging Presence

Promote Content via Social Media Remarkable Content

Make Sharing Easy

Social Media Promotion Generates Leads & Sales Source: survey of hundreds of businesses: HubSpot.com/ROI

Step 4: Convert

Create

Optimize

Promote

Convert & Analyze

Put Calls to Action on All Your Content

Use Landing Pages with Forms

Track Your Conversion Rate & Analytics

Analyze Your Marketing

Inbound Marketing Summary Convert & Analyze

Get Certified in Inbound Marketing

Watch free, online webinar classes taught by expert marketing professors

Learn about topics including social media, SEO, blogging, public relations, lead generation, marketing analytics, etc.

Get certified in inbound marketing!

Enroll in IMU at http://inboundmarketing.com .

Arslan Kurtovic, Internet Marketing Specialist at The Paranormal & Occult Research Society Here you can see it in action :) Imu training videos 1 month ago

Are you sure you want to

Douglas Karr, CEO at DK New Media This is a great review of inbound marketing but I'm not sure I agree with the 'outbound' marketing slides. Pay per click, for example, might be seen as an outbound marketing methodology by your presentation above. Stating that outbound marketing 'isn't working' isn't true in all situations. PPC can have an incredible return on investment.

Email is another tool you state is 'outbound'; however, opt-in email is a huge tactic in most companies arsenal to drive leads internal. I'd argue that a company without an effective email program is just plain dumb. It's still a primary communication medium for most people.

Every medium has advantages and disadvantages, and must be leveraged appropriately. Rather than pitting one against the other, you should be trying to educate how to measure and use all of the mediums. Then let the return on investment tell the real story and decide where you put your efforts. 2 years ago