TechSelect San Diego May09

Lead Through Inbound Marketing Bernie Borges – Find and Convert May 14, 2009

Bernie Borges: Founder & CEO, Find and Convert
20 + Years Marketing & Sales
Inbound Marketing Strategist
Blogger/Writer/Author/Speaker
Podcaster
Search Engine Optimization
Pay-per-Click Advertising Management
Visitor Conversion Strategies
Social Media Strategist
Creating Winning Strategies on the Web!

Why Marketing 1.0 Isn’t Good Enough Anymore
Marketing 2.0
What is Inbound Marketing?
Developing an Inbound Marketing Plan
Tools & Platforms
Making Time for Inbound Marketing
Measuring Results
Convincing Management
Case Study
Actions and Take-Aways
Discussion Topics

Outbound Marketing
Telemarketing
Email Marketing
Direct Mail
Print
Tradeshows
TV/Radio
Inbound Marketing
SEO/PPC
Blogging
Social Networking
RSS Enabled Content
Video/Photos
Twitter
Slideshare

Old vs. New Marketing Outbound Marketing Inbound Marketing

The Buyer is in Control Not the Seller! http://www.youtube.com/watch?v=heSudg-tfIk

Marketing 2.0 aka Inbound Marketing
Think Like a Publisher
Focus on Relationships

Inbound Marketing: Think Like a Publisher!
Think Content!
Blogs
Newsletters
White Papers
e-books
Podcasts
Videos
Photos
Presentations

SEO: Get Found Organically

What is Social Media? Social media is information content created by people using highly accessible and scalable publishing technologies that is intended to facilitate communications , influence and interaction with peers and with public audiences, typically via the Internet and mobile communications networks. The term most often refers to activities that integrate technology, telecommunications and social interaction , and the construction of words, pictures, videos and audio. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM). http://en.wikipedia.org/wiki/Social_media

What is Social Media?

Social Media Platforms Share Publish Network reddit digg StumbleUpon Del.icio.us Blogs YouTube Twitter Flickr MySpace Facebook LinkedIn Plaxo

Technology
RSS, XML, AJAX
Bandwidth Proliferation
WiFi, High Speed Access
Social Culture of Communication
Communities Offer Collective Intelligence
Social and Technology Drivers

Developing an Inbound Marketing Strategy
Begin with Research
Where does your customer “hang out?”
Ask your customers
Research your competition
Search on the social web

Developing an Inbound Marketing Plan Source: The Value of Many, Neighborhood America

Make a Commitment
Should you….
Start a blog?
Focus on social networking sites?
Start your own community on the web?
Twitter?
Video?

Themed
Human Voice
Transparency
Commitment
Business Blogging Strategies

Social Media Tools and Platforms

Facebook http://www.insidefacebook.com/

Facebook

Facebook: People, Groups, Etc.

Facebook Groups

Facebook Fan Page

Facebook Events

LinkedIn Individual Profile

LinkedIn Individual Profile: Portfolio

LinkedIn Groups

LinkedIn Group Discussions

LinkedIn Answers

What is Twitter? http://www.commoncraft.com/Twitter Micro Blogging 140 Characters Per Post Follow and be Followed Communicate Connect Inspire Educate Entertain

Using Twitter

Want to Find Someone on Twitter? http://search.twitter.com/search?q=tampa+chamber+of+commerce

http://blog.hubspot.com/blog/tabid/6307/bid/4439/State-of-the-Twittersphere-Q4-2008-Report.aspx

Some Famous People on Twitter…

Some Not-So-Famous People on Twitter 

Want to Find Brands on Twitter? http://www.socialbrandindex.com/

Twitter: Events & Trends Using Hashtags

Video: Blendtec Over 6M Views Sales Grew 700% National Media Coverage Cross Over Brand Pull SEO Value

Presentations

Measuring Results
Relationships
Content
Alignment
Best Practices

Google Analytics Integration

HubSpot: Facebook Lead Tracking

Convincing Management
Just Look at the Numbers!
Do Competitive Research
Ask Your Customers
It’s Mainstream Baby!
Experiment…

Making Time for Social Media
Are you getting great results now?
Did your marketing budget increase?
Are your buyers easy to reach?
Is your brand as good as it could be?
How do you currently allocate your time???

Staffing Implications
There are many…
Do they get it?
Who likes to write?
Introverts? Extrovert?
Staff re-allocation?
Time commitment?
Justification?

http://www.sherpastore.com/socialmediabmg09.html

Case Study Stronger Brander Equity Lower Cost Sales Process Elimination of Non-Performing Marketing Activities

Outbound Marketing Less Effective
Low Cost Implementation
Relationship Building
Communities, Trust,
SEO
Multiple locations of content
Link centric
Get Found Organically
Branding Value
Inbound Marketing Benefits Summary

Reasons Not to do Inbound Marketing
Don’t have time…
Our staff resists it…
Our competitors aren’t doing it…
We’re going out of business…

Think like a publisher
Focus on building relationships
Research the Social Web
Engage, Listen, Act
Consider Proper Staff Allocation
Experiment & Be Patient
Measure
Traffic, buzz, brand, sales cycles, referrals, etc.
Inbound Marketing Actions & Take-Aways

Marketing 2.0 aka Inbound Marketing
Think Like a Publisher
Focus on Relationships

Connect with Bernie Borges… Email: [email_address] Website: http://www.findandconvert.com/ Blog: http://www.findandconvert.com/blog/ Twitter: http://twitter.com/berniebay LinkedIn: http://linkedin.com/in/bernieborges Facebook Fan Page: http://companies.to/findandconvert Book: http://www.findandconvert.com/marketing-20-book/

TechSelect San Diego May09

by Bernie Borges

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