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Inbound Marketing: Don’t buy your customers’ attention. Earn it.
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Inbound Marketing: Don’t buy your customers’ attention. Earn it.

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Marketing means communicating true value and significance to your audience. …

Marketing means communicating true value and significance to your audience.
If you want to succeed with marketing, don't buy your customers' attention. Earn it.
More on this presentation: http://www.alexrascanu.com/inbound-marketing-earn-customer-attention/


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  • 1. INBOUND MARKETINGDon’t buy your customers’ attention. Earn it.Alex Rascanu l Marketing Manager#InboundTO l April 2013
  • 2. Some of our clients...We’re in business because we believe that greatbrands need both voice and visibility in order toconnect people with what matters.A boutique, full-service digital marketing agency inToronto, Powered by Search is a PROFIT HOT 50-rankedagency that delivers search engine optimization, pay perclick advertising, local search, social media marketing, andonline reputation management services.Featured in...
  • 3. How Marketing Was Done in the Past
  • 4. 1887
  • 5. 1952
  • 6. 1958
  • 7. 1995
  • 8. 1996
  • 9. Quite a Few People Still DoMarketing This Way...
  • 10. 2009
  • 11. 2013
  • 12. 2013
  • 13. 2013
  • 14. ... Many Decision-Makers Think That ThisIs How Online Marketing Works
  • 15. MUCH OF THIS IS MERELY INTERUPTION MESSAGING,WHICH CAN GET RESULTS IN THE SHORT RUN BUTOFTEN COMES CLOSE TO HARASSMENT.
  • 16. This Is In Line With Classical /Outbound Marketing Thinking…
  • 17. TV ADSNEWSPAPER ADSRADIO ADSMAGAZINE ADSPUBLIC TRANSIT ADSOUTDOORBILBOARDSDIRECT MAILThe Common Theme? An Unhealthy Focus onControllable, Spend-Driven ChannelsCOLD CALLINGEMAIL SPAMTELEMARKETING
  • 18. TV ADSNEWSPAPER ADSRADIO ADSMAGAZINE ADSPUBLIC TRANSIT ADSOUTDOORBILBOARDSDIRECT MAILThe Common Theme? An Unhealthy Focus onControllable, Spend-Driven ChannelsCOLD CALLINGSALES FLYERSEMAIL SPAMTELEMARKETING
  • 19. TV ADSNEWSPAPER ADSRADIO ADSMAGAZINE ADSPUBLIC TRANSIT ADSOUTDOORBILBOARDSDIRECT MAILThe Common Theme? An Unhealthy Focus onControllable, Spend-Driven ChannelsCOLD CALLINGSALES FLYERSEMAIL SPAMTELEMARKETING
  • 20. TV ADSNEWSPAPER ADSRADIO ADSMAGAZINE ADSPUBLIC TRANSIT ADSOUTDOORBILBOARDSDIRECT MAILThe Common Theme? An Unhealthy Focus onControllable, Spend-Driven ChannelsCOLD CALLINGSALES FLYERSEMAIL SPAMTELEMARKETINGTHE SOLUTION?INBOUND MARKETINGBUT BEFORE WE GO IN MORE DETAIL ABOUT IT…
  • 21. There Are Two Big Problems WithOutbound Marketing
  • 22. 1. Click Distribution
  • 23. Source: Forrester’s Interactive Marketing 2012 Report. Via: SEOMoz
  • 24. 2. Cost of Acquisition
  • 25. Alan harasses you with paidads for things you aren’tinterested in buying.His customer acquisition costis $300.Steve takes the time tounderstand you, buildsrelevant content, and peaksyour interest through inboundmarketing channels.He spends $75 to acquire anew customer.
  • 26. Steve can acquire 4 times asmany customers as Alan.Or he can spend the$225/customer differenceto improve his product orservice.Would you want to be the outbound marketerAlan or the inbound marketer Steve?
  • 27. LET’S HAVE A THINK ABOUT WHATMARKETING IS MEANT TO BEMARKETING:COMMUNICATING TRUE VALUE &SIGNIFICANCE TO YOUR AUDIENCEWHEN DONE RIGHT, MARKETING DELIVERS QUALITY LEADS IN A SUSTAINABLEWAY. “MARKETING IS THE DIFFERENTIATING UNIQUE FUNCTION OF ANYBUSINESS.” (HARVARD PROFESSOR PETER DRUCKER)
  • 28. We recommend that marketers“earn their way in” rather thanhaving to “buy, beg or bugtheir way in.”** marketing strategist David Meerman ScottHow Should You Go About Communicating TrueValue and Significance To Your Audience?
  • 29. Inbound Marketing earns theattention of customers rather thanbuying it, makes the company/ project/idea easy to be found, and drawscustomers to the website by producingrelevant and interesting content.
  • 30. Image source: HubSpotCreate Marketing People Love: Relevant and Helpful
  • 31. The Inbound Marketing ProcessSource: HubSpot
  • 32. Inbound Marketing: Aligned withthe Purchase Funnel
  • 33. The Purchase Funnel has served marketers well, but arecent study by global researcher Latitude found that…87% of consumers nowtravel a less linear,more complex pathwayto final purchaseThe study identified six behavioural or mental states abuyer experiences when considering a purchase…
  • 34. The Purchase Loop:The proposed process considers emotions and isn’t linear - a person canbounce from one stage to another as they make their way to final purchase.
  • 35. Channels relied upon during the purchase process:The internet far outweighs all other marketing channels in influencingpurchase decisions. Millions of dollars are still being spend by brands onTV ads to "build awareness" even though it’s the least influential channel.
  • 36. How To Make Inbound MarketingWork For You
  • 37. 1. Create Great Content
  • 38. 2. Be Visible In Search Results
  • 39. 3. Optimize Your Site for Conversions
  • 40. 4. Engage on Social Media
  • 41. 5. Mentions/Links from Blogs
  • 42. 6. Media Coverage
  • 43. 7. Events: Speak, Organize,and Attend
  • 44. 8. Combine More Inbound MarketingChannels to Win!
  • 45. LET’S GOOUT THERE& BUILDAWARD-WINNINGINBOUNDMARKETINGCAMPAIGNS
  • 46. THANKYOUVERYMUCH!Powered by Searchwww.poweredbysearch.comAlex Rascanue: alex@poweredbysearch.comt: @alexrascanu