Inbound marketing


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SEO is one of the critical components of an Inbound Marketing strategy. In this presentation you'll learn what inbound marketing is, why it's important, and how it can increase the number of leads you generate from your website. There are 7 steps to successful inbound marketing.

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Inbound marketing

  1. 1. INBOUND MARKETINGThe current state of marketingBy: Beth BrowningDiscover Your Customers1©2013 Beth Browning - Discover Your Customers.
  2. 2. MarketingOutbound Marketing• Telemarketing• Tradeshows• Direct mail• Email blasts• Print ads• TV/radio adsInbound Marketing• Social Media• Blogging• SEO/SEM• RSS• Free tools/trialsMarketers Push Content Out Content is Found using Search Engines andSocial Networks2©2013 Beth Browning - Discover Your Customers.
  3. 3. Outbound Marketing Stats• 2/3 of US Citizens are on the Federal Trade Commission’s Do NotCall List. (via the FTC)• 44% of Direct Mail is Never Opened. (via the EPA)• 86% of People Don’t Watch Television Ads. (via The Guardian)• Print Circulation Continues to Decline. (via Pew Research)• 91% of email users have unsubscribed from a company email theypreviously opted-in to (ExactTarget)3©2013 Beth Browning - Discover Your Customers.
  4. 4. Inbound Marketing Stats• 35% of marketing leads come from social media, SEO, andBlogs. (via HubSpot)• 61% of consumers say they feel better about a company thatdelivers custom content. (via Custom Content Council)• Inbound leads cost half as much to acquire than leadsgenerated through outbound marketing. (G+)• Blogs are 63% more likely to influence purchase decisions thanmagazines. (via Content+)• 57% of companies with a blog have acquired a customerfrom their blog4©2013 Beth Browning - Discover Your Customers.
  5. 5. Blogging is #1 method for increasing trafficSource: HubSpot5©2013 Beth Browning - Discover Your Customers.
  6. 6. Shopping Stats• 88% of consumers research products and services online prior tomaking a purchase (Google)• The average online shopper uses 10.4 online sources before makinga purchase (Google)• 74% of internet users perform local searches (Kelsey Group)• 73% of online activity is related to local content (Google)• 66% of American use online local search, like Google local (Google)• 61% of local searches result in purchases (TMP / comScore)• 54% of Americans have substituted the internet and local search forphone books(comScore networks)6©2013 Beth Browning - Discover Your Customers.
  7. 7. Conversion Statistics0%2%4%6%8%10%12%14%16%SEO DirectTrafficReferrals PaidSearchSocialMediaOutboundLead-to-Customer Close% by ChannelHubSpot – 2012 State of Inbound Marketing7©2013 Beth Browning - Discover Your Customers.
  8. 8. Why do Inbound Leads Convert at a Higher Rate?• People search with intent• Problem identification• Information research• Comparing alternatives• Purchase• Post Purchase• At each stage of the purchase cycle they become more“wallet ready”• It’s rare that a piece of marketing collateral “interrupts”someone at the time of need8©2013 Beth Browning - Discover Your Customers.
  9. 9. 9©2013 Beth Browning - Discover Your Customers.
  10. 10. Why isn’t it working for me?10©2013 Beth Browning - Discover Your Customers.
  11. 11. Common Pitfalls• Social Media• Using social media solely in an outbound fashion• “Doing” social media on auto-pilot• Infrequent updates• Posting and sharing irrelevant content• Not maintaining a social media presence• Blogging• Publishing content that’s “interesting” but unrelated to the products and services sold• Infrequent Updates• Not responding to comments• Not having social share buttons• Not promoting posts via social networks• SEO• Hiding important content from search engines• Too many images and not enough content• Forgetting to use keywords in all of the important page elements• Not understanding the impact of personalization and social signals on search results11©2013 Beth Browning - Discover Your Customers.
  12. 12. How Search Engines Find Your Content(andDisplayitonaResultsPage)It starts with your ideas and creativityYou turn the ideas into great contentPromote your content on socialnetworksPeople Spread the WordYou do the keyword researchSearch engines crawl and index your pagesYou build external links(many of them happen naturally )Search engines follow thelinks to your site (theykeep track of where thelinks came from)Search engineslisten to the socialsignalsYour prospective customer searches on a KeywordThe right people find youSearch engines consider• Location• Personalization• Social Signals• Quality• And more…12©2013 Beth Browning - Discover Your Customers.
  13. 13. Anatomy of an Inbound Marketing StrategyThe MozBlog – October 18th 201213©2013 Beth Browning - Discover Your Customers.
  14. 14. 7 Steps to Successful Inbound Marketing1. Develop a marketing strategy• Goals and objectives• Who is your ideal customer• Where do potential buyers look forcompanies like yours?• How much time and money can youdevote to marketing?2. Create and maintain a website• Easy to navigate• Professional• Search Engine Friendly• Easy to update3. Engage in lead generatingactivities• Blogging• Social Media• SEO4. Convert traffic to leads• Build landing pages with a call toaction• Sign up for our newsletter• Register for a webinar, workshop, event• Schedule a meeting5. Convert leads into sales• Follow up phone calls• Build & Nurture Relationships6. Measure and analyze7. Rinse and Repeat14©2013 Beth Browning - Discover Your Customers.
  15. 15. Discover Your Customers• Search Engine Optimization (SEO) Training and Consulting• Provides search engine optimization (SEO) training for webmasters, marketing professionals, webdevelopers, web designers, SEO professionals or those looking to start a new career .• Provides consulting services focused on the SEO and social media components of an InboundMarketing strategy.• Key Services:• Website Analysis and Competitive Intelligence• Inbound Marketing• Search Engine Marketing• SEO Copy-writing• SEO Training• Customized On Site Corporate SEO raining• Pennsylvania Search Engine Academy - SEO Workshops• On-line SEO Training and MentoringContact Beth at for a free website evaluation.15©2013 Beth Browning - Discover Your Customers.
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