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!

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

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

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

Why Marketing 1.0 Isn’t Good Enough Anymore 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

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

Why Marketing 1.0 Isn’t Good Enough Anymore

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

Think Like a Publisher

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

Think Content!

Blogs

Newsletters

White Papers

e-books

Podcasts

Videos

Photos

Presentations

SEO: Get Found Organically

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

Technology

RSS, XML, AJAX

Bandwidth Proliferation

WiFi, High Speed Access

Social Culture of Communication

Communities Offer Collective Intelligence

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

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?

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

Themed

Human Voice

Transparency

Commitment

Social Media Tools and Platforms

Facebook http://www.insidefacebook.com/

Facebook

Facebook: People, Groups, Etc.

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

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

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…

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???

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?

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

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

Outbound Marketing Less Effective

Low Cost Implementation

Relationship Building

Communities, Trust,

SEO

Multiple locations of content

Link centric

Get Found Organically

Branding Value

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…

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

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.

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

Think Like a Publisher

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/