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Five Principles of Inbound Marketing
                                               &
                              Four Simple Strategies for Teaching It
Saturday, February 13, 2010
What is Inbound Marketing?


  •New term, refers to tactics that allow
  customers to find your company online.

  •Mostly pushed by select companies
  •Umbrella for existing tactics - primarily
  SEO & Social Media




Saturday, February 13, 2010
Case Study:


     About:
         •Founded in 2006 by Dharmesh Shah &
         Brian Halligan
         •VC funded
         •Sell web based software for inbound
         marketing




Saturday, February 13, 2010
Case Study:

                              Using SEO & Social Media:
                              •Secured millions in extra VC funding
                              •Created market demand for “inbound
                              marketing” (while flooding search
                              markets with content for that term)
                              •Created popular YouTube videos
                              (250k views)
                              •Top ranked marketing blog
                              (#28 on AdAge’s Power 150 list)
                              •Popular employee Twitter accounts




Saturday, February 13, 2010
Case Study:


“Inbound Marketing” Promotion:
      •Sponsored Inbound Marketing Summit
                                              Google demand for “inbound marketing”


      •Created Inbound Marketing University
      •Published the Inbound Marketing book




                                                   HubSpot Growth 2006-2009




Saturday, February 13, 2010
Five Principles of Inbound Marketing

                              1. Listen & learn

                              2. Create exceptional content

                              3. Use the right online marketing mix

                              4. Engage with your customers

                              5. Analyze & measure



Saturday, February 13, 2010
Listen & Learn
                              •Most important
                              •Know your customers & industry
                              •Google Tools
                                   • Google Reader
                                   • Google Alerts
                              •Social Searches
                                   • SocialMention.com
                                   • Search.Twitter.com
                              •RSS Feeds




Saturday, February 13, 2010
Create Exceptional Content
                Text based
                •Blog posts
                •Articles
                •White papers
                •Status updates
                •Websites
                Rich media
                •Videos
                •Podcasts / audio
                •Photos
                •Games



Saturday, February 13, 2010
Use the Right Online Marketing Mix
           SEO
           • Optimizing for search traffic
           • Search still best place for
                  qualified traffic
           •      Time intensive

           Social Media
           •      Engaging with people
           •      Creating content
           •      Can be good traffic source
           •      Branding benefits
           •      Time intensive



Saturday, February 13, 2010
Use the Right Online Marketing Mix
                 SEO

              On site optimization
              •Keyword usage
              •Clean code
              •Site usability / behavioral stats
              •Internal linking
              •Fresh content
              •Title tags
              Off site optimization
              •Inbound links
              Analysis & Measurement
              •Google analytics
              •Keyword rankings
              (becoming less important)
              •Conversions




Saturday, February 13, 2010
Use the Right Online Marketing Mix
           Social Media
      Creating & Share Content
      •Text content
      •Rich media
      Intelligent Listening
      •Social searches
      •Prompt responses
      Community Participation
      •Twitter
      •Facebook
      •LinkedIn
      •Forums
      •Commenting
      •Social conversation
      •Offline engagement
      Analysis & Measurement
      •Brand mentions            Be Human.
      •Engagement
      •Google analytics
      •Conversions
      •Brand perception
Saturday, February 13, 2010
Engage With Your Customers
              Engagement Tactics
              •Commenting on blogs
              •Status updates
              •Searching & responding
              •Create useful content that drives
              dialogue
              •Conversations on social
              networks
              •Promoting others as much as
              possible

              Benefits
              •Builds long term community
              •Cuts customer service costs
              •Lead generation
              •Branding
              •Website traffic
              •Customer loyalty




Saturday, February 13, 2010
Analyze & Measure
          Google Analytics
           •Traffic
           •Referrals
           •Conversions
           •Page views
           •Time on site
          Engagement
           •Postrank.com
           •Comments
           •Social sharing
           •Referrals from SM sites

Saturday, February 13, 2010
Teaching Inbound Marketing
        1. Encourage blogging
        •Wordpress.com (.org for advanced users)
        •Google Analytics

        2. Encourage community participation
        •Read & subscribe to blogs
        •Comment
        •Use twitter

        3. Encourage backchannel discussion
        •Twitter #hashtag for class related discussions
        •Use blog for assignments & topic discussion
        •Post slide decks to slideshare.net

        4. Use collaboration tools for group projects
        •Google Wave
        •Google Docs
        •mindmeister.com




Saturday, February 13, 2010
Thanks!

       • Web: www.leveltendesign.com/blog
       • Twitter: @LevelTen_Colin
       • E-mail: colina@getlevelten.com



Saturday, February 13, 2010
Photo Credits
                     •        http://www.flickr.com/photos/pittaya/2349633400/
                     •        http://www.flickr.com/photos/bensutherland/
                              2273567157/
                     •        http://www.flickr.com/photos/trazomfreak/
                              2588385775/
                     •        http://www.flickr.com/photos/cambodia4kidsorg/
                              4291948239/
                     •        http://www.flickr.com/photos/mwichary/
                              3408590650/


Saturday, February 13, 2010

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Five Principles of Inbound Markeing, and Four Simple Strategies for Teaching It

  • 1. Five Principles of Inbound Marketing & Four Simple Strategies for Teaching It Saturday, February 13, 2010
  • 2. What is Inbound Marketing? •New term, refers to tactics that allow customers to find your company online. •Mostly pushed by select companies •Umbrella for existing tactics - primarily SEO & Social Media Saturday, February 13, 2010
  • 3. Case Study: About: •Founded in 2006 by Dharmesh Shah & Brian Halligan •VC funded •Sell web based software for inbound marketing Saturday, February 13, 2010
  • 4. Case Study: Using SEO & Social Media: •Secured millions in extra VC funding •Created market demand for “inbound marketing” (while flooding search markets with content for that term) •Created popular YouTube videos (250k views) •Top ranked marketing blog (#28 on AdAge’s Power 150 list) •Popular employee Twitter accounts Saturday, February 13, 2010
  • 5. Case Study: “Inbound Marketing” Promotion: •Sponsored Inbound Marketing Summit Google demand for “inbound marketing” •Created Inbound Marketing University •Published the Inbound Marketing book HubSpot Growth 2006-2009 Saturday, February 13, 2010
  • 6. Five Principles of Inbound Marketing 1. Listen & learn 2. Create exceptional content 3. Use the right online marketing mix 4. Engage with your customers 5. Analyze & measure Saturday, February 13, 2010
  • 7. Listen & Learn •Most important •Know your customers & industry •Google Tools • Google Reader • Google Alerts •Social Searches • SocialMention.com • Search.Twitter.com •RSS Feeds Saturday, February 13, 2010
  • 8. Create Exceptional Content Text based •Blog posts •Articles •White papers •Status updates •Websites Rich media •Videos •Podcasts / audio •Photos •Games Saturday, February 13, 2010
  • 9. Use the Right Online Marketing Mix SEO • Optimizing for search traffic • Search still best place for qualified traffic • Time intensive Social Media • Engaging with people • Creating content • Can be good traffic source • Branding benefits • Time intensive Saturday, February 13, 2010
  • 10. Use the Right Online Marketing Mix SEO On site optimization •Keyword usage •Clean code •Site usability / behavioral stats •Internal linking •Fresh content •Title tags Off site optimization •Inbound links Analysis & Measurement •Google analytics •Keyword rankings (becoming less important) •Conversions Saturday, February 13, 2010
  • 11. Use the Right Online Marketing Mix Social Media Creating & Share Content •Text content •Rich media Intelligent Listening •Social searches •Prompt responses Community Participation •Twitter •Facebook •LinkedIn •Forums •Commenting •Social conversation •Offline engagement Analysis & Measurement •Brand mentions Be Human. •Engagement •Google analytics •Conversions •Brand perception Saturday, February 13, 2010
  • 12. Engage With Your Customers Engagement Tactics •Commenting on blogs •Status updates •Searching & responding •Create useful content that drives dialogue •Conversations on social networks •Promoting others as much as possible Benefits •Builds long term community •Cuts customer service costs •Lead generation •Branding •Website traffic •Customer loyalty Saturday, February 13, 2010
  • 13. Analyze & Measure Google Analytics •Traffic •Referrals •Conversions •Page views •Time on site Engagement •Postrank.com •Comments •Social sharing •Referrals from SM sites Saturday, February 13, 2010
  • 14. Teaching Inbound Marketing 1. Encourage blogging •Wordpress.com (.org for advanced users) •Google Analytics 2. Encourage community participation •Read & subscribe to blogs •Comment •Use twitter 3. Encourage backchannel discussion •Twitter #hashtag for class related discussions •Use blog for assignments & topic discussion •Post slide decks to slideshare.net 4. Use collaboration tools for group projects •Google Wave •Google Docs •mindmeister.com Saturday, February 13, 2010
  • 15. Thanks! • Web: www.leveltendesign.com/blog • Twitter: @LevelTen_Colin • E-mail: colina@getlevelten.com Saturday, February 13, 2010
  • 16. Photo Credits • http://www.flickr.com/photos/pittaya/2349633400/ • http://www.flickr.com/photos/bensutherland/ 2273567157/ • http://www.flickr.com/photos/trazomfreak/ 2588385775/ • http://www.flickr.com/photos/cambodia4kidsorg/ 4291948239/ • http://www.flickr.com/photos/mwichary/ 3408590650/ Saturday, February 13, 2010