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Introduction to Inbound Marketing Amit Sati Twitter: @amitsati
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 Chan...
Key Questions to Get Started <ul><li>Am I regularly  creating  new, share-worthy content? </li></ul><ul><li>Am I  optimizi...
4 Steps to Successful Inbound Marketing <ul><li>Create </li></ul><ul><li>Optimize </li></ul><ul><li>Promote </li></ul><ul>...
Step 1: Create Content <ul><li>Create </li></ul><ul><li>Optimize </li></ul><ul><li>Promote </li></ul><ul><li>Convert & Ana...
Inbound Marketers are Publishers Stop thinking like a marketer or advertiser . Start thinking like a publisher and sociali...
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 <ul><li>Product info </li></ul><ul><li>Software documentation </li></ul...
Step 2: Optimize <ul><li>Create </li></ul><ul><li>Optimize </li></ul><ul><li>Promote </li></ul><ul><li>Convert & Analyze <...
Google is Judge, Jury & Executioner HubSpot.com/cartoons
SEO = Context + Authority Ranking Algorithm: f(n):  Context  +  Authority
25% On-Page SEO (Context) <ul><li>Page Title </li></ul><ul><li>Clean URL </li></ul><ul><li>Headers & Content </li></ul><ul...
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 <ul><li>Create </li></ul><ul><li>Optimize </li></ul><ul><li>Promote </li></ul><ul><li>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 <ul><li>Create </li></ul><ul><li>Optimize </li></ul><ul><li>Promote </li></ul><ul><li>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 <ul><li>Watch   free, online webinar classes  taught by expert marketing professors  </...
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Inbound marketing Overview

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Transcript of "Inbound marketing Overview"

  1. 1. Introduction to Inbound Marketing Amit Sati Twitter: @amitsati
  2. 2. Value of Inbound Marketing Inbound marketing pulls buyers into your business
  3. 3. What is Outbound Marketing?
  4. 4. Problem: Outbound Marketing Isn’t Working 800-555-1234 Annoying Salesperson
  5. 5. Solution: Inbound Marketing Content SEO Social Media
  6. 6. Good News About Inbound Marketing Budget (Outbound) Brains (Inbound) Flickr: Andrew Magill Flickr: Joakim Jardenberg
  7. 7. More Good News: Lower Cost Per Lead Source: survey of hundreds of businesses: HubSpot.com/ROI
  8. 8. Success Drives Investment in Inbound Source: Survey of hundreds of businesses from HubSpot.com/ROI Why Businesses Are Changing Marketing Budgets
  9. 9. Key Questions to Get Started <ul><li>Am I regularly creating new, share-worthy content? </li></ul><ul><li>Am I optimizing my content for search and social media? </li></ul><ul><li>Am I promoting my content in social media conversations? </li></ul><ul><li>Am I converting as many visitors into leads and sales as I can? </li></ul>
  10. 10. 4 Steps to Successful Inbound Marketing <ul><li>Create </li></ul><ul><li>Optimize </li></ul><ul><li>Promote </li></ul><ul><li>Convert & Analyze </li></ul>
  11. 11. Step 1: Create Content <ul><li>Create </li></ul><ul><li>Optimize </li></ul><ul><li>Promote </li></ul><ul><li>Convert & Analyze </li></ul>
  12. 12. Inbound Marketers are Publishers Stop thinking like a marketer or advertiser . Start thinking like a publisher and socializer.
  13. 13. Publish Everything, Everywhere
  14. 14. Blogging: A Great Way to Get Started Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  15. 15. What Gets Shared? Rarely Shared Frequently Shared <ul><li>Product info </li></ul><ul><li>Software documentation </li></ul><ul><li>Content about YOU </li></ul><ul><li>New market data </li></ul><ul><li>Educational content </li></ul><ul><li>Content about your industry </li></ul>
  16. 16. Step 2: Optimize <ul><li>Create </li></ul><ul><li>Optimize </li></ul><ul><li>Promote </li></ul><ul><li>Convert & Analyze </li></ul>
  17. 17. Google is Judge, Jury & Executioner HubSpot.com/cartoons
  18. 18. SEO = Context + Authority Ranking Algorithm: f(n): Context + Authority
  19. 19. 25% On-Page SEO (Context) <ul><li>Page Title </li></ul><ul><li>Clean URL </li></ul><ul><li>Headers & Content </li></ul><ul><li>Description </li></ul>
  20. 20. 75% Off-Page SEO (Authority) Authority is Determined by Inbound Links
  21. 21. More and Better Content  Links Source: Data from selected websites using www.WebsiteGrader.com
  22. 22. Step 3: Promote <ul><li>Create </li></ul><ul><li>Optimize </li></ul><ul><li>Promote </li></ul><ul><li>Convert & Analyze </li></ul>
  23. 23. Remember: It’s Not About You, EVER! HubSpot.com/cartoons
  24. 24. Target Your Content Target content to your marketing personas.
  25. 25. Create an Engaging Presence
  26. 26. Promote Content via Social Media Remarkable Content
  27. 27. Make Sharing Easy
  28. 28. Social Media Promotion Generates Leads & Sales Source: survey of hundreds of businesses: HubSpot.com/ROI
  29. 29. Step 4: Convert <ul><li>Create </li></ul><ul><li>Optimize </li></ul><ul><li>Promote </li></ul><ul><li>Convert & Analyze </li></ul>
  30. 30. Put Calls to Action on All Your Content
  31. 31. Use Landing Pages with Forms
  32. 32. Track Your Conversion Rate & Analytics
  33. 33. Analyze Your Marketing
  34. 34. Inbound Marketing Summary Convert & Analyze
  35. 35. Get Certified in Inbound Marketing <ul><li>Watch free, online webinar classes taught by expert marketing professors </li></ul><ul><li>Learn about topics including social media, SEO, blogging, public relations, lead generation, marketing analytics, etc. </li></ul><ul><li>Get certified in inbound marketing! </li></ul>Enroll in IMU at http://inboundmarketing.com .
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