Become an Inbound Marketing Ninja in 3 Easy Steps

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Presented on November 10th, 2012 at the Babson Entrepreneurial Forum (http://babsonforum.com/2012/).

Inspired by Mark Kilens, Inbound 2012 presenter:(http://www.inboundconference.com/agenda/schedule-tuesday/How-to-Become-an-Inbound-Marketing-Ninja-in-5-Easy-Steps).

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Become an Inbound Marketing Ninja in 3 Easy Steps

  1. 1. INBOUND How to Become a(n)( Marketing Ninja ! in 3 Easy Steps
  2. 2. Amanda Iglesias! @amandalucia B#inbound12
  3. 3. Once upon a time...
  4. 4. ...all markets were conversations.
  5. 5. As society evolved...
  6. 6. ...something became very apparent.#inbound12
  7. 7. really >It’s hard to mimic face toface interaction....
  8. 8. ...on the Internet.
  9. 9. 88%of US internet users ages 14+ will browseor research products online in 2012.US Digital Media Usage report, eMarketer
  10. 10. Websites aretransforming into revenue generating assets.
  11. 11. Marketing isn’t arts & crafts.
  12. 12. Visitors(
  13. 13. > Customers
  14. 14. Seems easy!How?!
  15. 15. U s Attract the right people.
  16. 16. U s Attract the right people. Have the right conversations. G S
  17. 17. U s Attract the right people. Have the right conversations.Focus on the right metrics. G S Z Y
  18. 18. Us Attract
  19. 19. Web content is key.#inbound12
  20. 20. Web content Blog is key.
  21. 21. A blog isa blog isa blog.!!Not Really. !
  22. 22. Blog content helps you pull" the right people in.
  23. 23. >1M unique visits!100K subscribers!
  24. 24. A blog shouldcontain yourmost valuableasset:
  25. 25. your knowledge.
  26. 26. Use it to educate your prospects.#inbound12
  27. 27. Web content Blog is key. Social Media
  28. 28. content!
  29. 29. 96%of marketers use social media to drivetraffic to content, up from 88% in 2011The Outrain Blog - The State of Content Marketing, 2012
  30. 30. ’t ju st onD us h! .... "p content y our
  31. 31. 50% Share and promoteyours other content! ) ( > 50% 3rd party
  32. 32. Don’t shut yourselfoff from existingconversations! >
  33. 33. Don’t be afraid to experiment ! with different channels!
  34. 34. TO DO: 1) Blog 2x a week 2) 3)
  35. 35. TO DO: 1) Blog 2x a week 2) One topic per article 3)
  36. 36. TO DO: 1) Blog 2x a week 2) One topic per article 3) Use long-tail keywords
  37. 37. GS Convert
  38. 38. Research!What do I need and why do I need it?
  39. 39. Whitepapers Research! ChecklistsWhat do I need and eBooks why do I need it? Guides
  40. 40. Evaluation!What’s right for me?
  41. 41. Kits Webinars Evaluation!Buying Guides What’s right for me? Case Studies
  42. 42. Purchase!How do I make the right investment?
  43. 43. Demos Purchase! ConsultationsHow do I make the right Trials investment? Talk to sales
  44. 44. Create a pathdown thefunnel. >
  45. 45. Call-to-action Button
  46. 46. Landing Page>|
  47. 47. Thank You Page> >| |
  48. 48. TO DO: 1) Perform research 2) 3)
  49. 49. TO DO: 1) Perform research 2) Establish buying criteria 3)
  50. 50. TO DO: 1) Perform research 2) Establish buying criteria 3) Evaluate vendors (
  51. 51. ZY Analyze
  52. 52. Data is the path tomore visitors, leads, and customers.
  53. 53. What to Bloganalyze?
  54. 54. >VisitsSubscribersLeadsSocial sharesInbound links
  55. 55. What to Bloganalyze? Social Media
  56. 56. Followers>
  57. 57. Clicks"RetweetsLikesVisitsLeads
  58. 58. What to Bloganalyze? Social Media Conversion Rates
  59. 59. Clickthrough Rate>> >| |
  60. 60. Visit-to-lead rate > > | |
  61. 61. What to Bloganalyze? Social Media Conversion Rates Visitors Leads Customers
  62. 62. Visit(>
  63. 63. |>Lead
  64. 64. $Customer
  65. 65. You’re not going to git right the first time.
  66. 66. The fun is infiguring it out!
  67. 67. TO DO: 1) Look at the right data 2) 3)
  68. 68. TO DO: 1) Look at the right data 2) Recalibrate your efforts 3)
  69. 69. TO DO: 1) Look at the right data 2) Recalibrate your efforts 3) Try again (and again). (
  70. 70. Us
  71. 71. U Gs S
  72. 72. U G Zs S Y
  73. 73. Amanda Iglesias! @amandalucia B#inbound12
  74. 74. Learn more at:www.hubspot.com/marketing-resources

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