Intro to inbound marketing

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Inbound Marketing is a concept structured within a methodology and implemented using a well-defined process.

Inbound Marketing is a concept structured within a methodology and implemented using a well-defined process.

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  • Wecould talk for an hour on each of these items, easily.
  • Concept: takes all of the elements of digital/content marketing and bringsthem all together as inbound marketingMethodology: attract,convert, close, delightProcess: thisisdependent on whoyou are and whereyouwant to focusSharing iscaring and inboundis about creating and sharing content with the world. By creating content specificallydesigned to appeal to yourdreamcustomers, inboundattractsqualified prospects to your business and keepsthemcoming back for more.
  • The best way to turn strangers into customers and promoters of your business.Sharing is caring and inbound is about creating and sharing content with the world. By creating content specifically designed to appeal to your dream customers, inbound attracts qualified prospects to your business and keeps them coming back for more.By aligning the content you publish with your customer’s interests, you naturally attract inbound traffic that you can then convert, close, and delight over time.4 actions with the tools to accomplish these actionsTakes the traditional sales funnel and gives it definitionMajor themes:Content, Lifecycles, Personalization, Multi-channel, Integration
  • We don’t want just any traffic to our site, we want the right traffic. We want the people who are most likely to become leads, and, ultimately, happy customers. Who are the “right” people? Our ideal customers, also known as our buyer personas. Buyer personas are holistic ideals of what your customers are really like, inside and out. Personas encompass the goals, challenges, pain points, common objections to products and services, as well as personal and demographic information shared among all members of that particular customer type. Your personas are the people around whom your whole business is built.
  • Once you’ve got visitors to your site, the next step is to convert those visitors into leads by gathering their contact information. At the very least, you’ll need their email addresses. Contact information is the most valuable currency there is to the online marketer. In order for your visitors to offer up that currency willingly, you need to offer them something in return. That “payment” comes in the form of content, like ebooks, whitepapers, or tip sheets -- whatever information would be interesting and valuable to each of your personas.
  • You’re on the right track. You’ve attracted the right visitors and converted the right leads, but now you need to transform those leads into customers. How can you most effectively accomplish this feat? Certain marketing tools can be used at this stage to make sure you’re closing the right leads at the right times.
  • The Inbound way is all about providing remarkable content to our users, whether they be visitors, leads, or existing customers. Just because someone has already written you a check doesn’t mean you can forget about them. Inbound marketers continue to engage with, delight, and (hopefully) upsell their current customer base into happy promoters of the companies and products they love.

Transcript

  • 1. Presentation from Meetup on September 9, 2013 Agenda: 6:00 Networking 6:30 Intro to Inbound Marketing - Introductions - Inbound Marketing: What is it? - Inbound Methodology - How to get started - Q&A
  • 2. Alex Kim Originally from Silicon Valley Passion for design and technology o Graphic design background o The internet was the perfect merger of form and function o Always tinkering with new platforms and gadgets Over 15 years in the interactive space o Been operating my own agency since 1999 o Worked with clients of all sizes, enterprise and start-up • VersSign, eBay, Tivo, Netscreen Technologies (Juniper Networks), Airespace (Cisco), PageOnce, Stanford University, Dynamic Signal 2
  • 3. What is Inbound Marketing?
  • 4. Is it Content Marketing? Blogging? SEO? Social Media? Email Marketing? Marketing Automation? Yes, and more.
  • 5. Inbound Marketing is a concept structured within a methodology and implemented using a well- defined process.
  • 6. 6 Inbound Marketing Methodology Blog Social Media Keywords Pages Calls-to-Action Landing Pages Forms Contacts Email Workflows Lead Scoring CRM Integrations Social Media Smart-Calls-to-Action Email Workflows Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
  • 7. 7 Attract Blog Social Media Keywords Pages Calls-to-Action Landing Pages Forms Contacts Email Workflows Lead Scoring CRM Integrations Social Media Smart-Calls-to-Action Email Workflows Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
  • 8. 8 Convert Blog Social Media Keywords Pages Calls-to-Action Landing Pages Forms Contacts Email Workflows Lead Scoring CRM Integrations Social Media Smart-Calls-to-Action Email Workflows Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
  • 9. 9 Close Blog Social Media Keywords Pages Calls-to-Action Landing Pages Forms Contacts Email Workflows Lead Scoring CRM Integrations Social Media Smart-Calls-to-Action Email Workflows Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
  • 10. 10 Delight Blog Social Media Keywords Pages Calls-to-Action Landing Pages Forms Contacts Email Workflows Lead Scoring CRM Integrations Social Media Smart-Calls-to-Action Email Workflows Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
  • 11. How do I implement Inbound Marketing? Define your brand. Define your goals. Define your audience. Define your content. Implement a plan. Measure and refine.
  • 12. 12 Questions?
  • 13. 13 Thank You for joining us!