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What is Inbound Marketing? Inbound marketing is a marketing strategy that focuses on getting found by customers. It is transforming the way in which companies perceive of themselves, publish content, and sell their products and services. GET FOUND ONLINE CONVERT VISITS & LEADS MEASURE, TEST, IMPROVE Become VALID Build INFLUENCE BE A TRUSTED SOURCE.
You Are Kidding, Right? “Getting Found,” is That Really Transformative?
You launch a new attraction at your theme park by talking to 7 bloggers… 24 Hours Later… 7=350,000,000 Example Cited From David Meerman Scott
You grow a small liquor store in New Jersey into a $50MM business using video blogging.
You publish an eBook and later stop advertising in the Yellow Pages. Your business grows from $150KK to $1.5MM. Example Cited From David Meerman Scott
Each of Those Examples… is representative of the third Great Era of the Web: VALIDATION and INFLUENCE. The examples illustrate thought leadership and valuable content that is self propagating and link worthy. They embody in content what an Inbound Marketing strategy is built around… becoming a trusted source, worthy of being seeked out, followed (opting-in), and not wasteful of your time.
And It’s Transformative Because of Simple Math. 261% More. The Cost to Produce a Lead (Outbound vs. Inbound) Rise In Costs 2010 to 2011 Outbound 12.4% vs. Inbound 6.7% 2011 - AVG COST/LEAD: $373 2011 - AVG COST/LEAD: $143 The Budgets Traditional Outbound Marketing Media Buying Drives Cost. Inbound Marketing Self Publishing Reduces Cost Source: Hubspot, The 2011 State of Inbound Marketing. March 2, 2011
REASON #2The Way Search Engines Work, Changed.
And It Is Still Changing… 2011 RANKING ALGORITHM f(n) = Context + Authority f(n) = Context + Authority + Engagement Metrics
REASON #3 - Social Media Took Off(See Reason #1) Blogs Micro Blogs Online Chat RSS Widgets Social Networks Social Bookmarks Message Boards Podcasts Video Sharing Sites Photo Sharing Sites Virtual Worlds Wikis (...just to name a few)
REASON #4 We Are Increasingly Finding Ways to Filter The Media We Choose to View
THE PHYSICS OF MEDIA HAVE CHANGED (forever) Limited Distribution Abundant Attention Unlimited Distribution Attention Scarcity (Limited Channels) (Unlimited Channels) (Audiences were Concentrated) (Audiences are Dispersed)
New Physics Means New Rules OLD RULES: BUY your way in with Advertising. BEG your way in with PR. BUG your way in with Selling. NEW RULES: EARN Attention by Publishing your way in. INFLUENCE People by “Word of Mouse” INSPIRE People with Thought Leadership MAKE stuff people want. Be HELPFUL &GENEROUS. APPEALto your community (use Keywords & Buyer Personas) GIVE great DIRECTIONS, links, landing pages, calls to action. LISTEN andEXPERIMENT, learn by doing, TEST andMEASURE Become VALID – Build INFLUENCE Check out David Meerman Scott for more on his Old Rules and New Rules:
#1 LEARN AS MUCH AS YOU CAN Rome wasn’t built in a day. EDUCATE YOURSELF Make a COMMITMENT to Change and TRANSFORM Your MARKETING with a PLAN and Steady STEPS.
Don’t Trust That Guy #2 No One Has a Magic Switch… DON’T THROW IT OVER THE WALL
#3 Don’t Mistake INBOUND MARKETING AS JUST Social Media Social Media is just a piece of the pie.
Inbound Marketing Strategies can easily co-exist with traditional outbound strategies. This makes adoption and transitioning easy. Most companies start to see significant improvements in about six months if they commit to a plan. You earn interest with valuable useable content, that can be found.
FREE The information is free… the knowledge is priceless. It is ALL out there… Everything you need to know about Inbound Marketing. Why not start by talking to an expert? For Free! Click below and book a time online. Select the day and time that works for you… No phone or email tag. We’ll use the hour to focus specifically on what you want to know. We’ll leave with some good ideas! INTELLECTUAL PROPERTY c. 2008 Let’s Talk! (click here)
www.ledgen30.com INBOUND MARKETING We Provide Know-How. Guidance, Content and Strategies… That will Transform your Marketing, Generate Leads, and Increase ROI. firstname.lastname@example.org 561-819-8179 Skype: mkyears