Introduction to Inbound Marketing

Introduction to Inbound Marketing Avi Hein Director of Digital Media The Cline Group Twitter: @theclinegroup

Value of Inbound Marketing Inbound marketing pulls buyers into your business

What is Outbound Marketing? Outbound Marketing (or traditional marketing) is the strategy of pushing your message onto your audience using techniques like telemarketing (cold calling), trade shows, direct mail, email blasts, print ads and TV/radio ads.

Problem: Outbound Marketing Isn’t Working Outbound marketing strategies are becoming less effective in today’s world. We now have devices to block out the messages being pushed onto us. 800-555- 1234 Annoying Salesperson

Solution: Inbound Marketing Inbound Marketing (or modern marketing) is marketing using techniques focused on getting found by prospects Content + SEO + Social Media

More Good News: Lower Cost Per Lead Inbound marketing-focused companies have a 60% lower cost-per-lead than outbound marketing-focused companies. Source: survey of hundreds of businesses: HubSpot.com/ROI

Success Drives Investment in Inbound Why Businesses Are Changing Marketing Budgets Source: Survey of hundreds of businesses from HubSpot.com/ROI

Key Questions to Get Started 1. Am I regularly creating new, share-worthy content? 2. Am I optimizing my content for search and social media? 3. Am I promoting my content in social media conversations? 4. Am I converting as many visitors into leads and sales as I can?

4 Steps to Successful Inbound Marketing 1. Create 2. Optimize 3. Promote 4. Convert & Analyze

Step 1: Create Content 1. Create 2. Optimize 3. Promote 4. Convert & Analyze

Inbound Marketers are Publishers Stop thinking like a marketer or advertiser. Start thinking like a publisher and socializer.

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 Frequently Shared Shared • Product info • New market data • Software documentation • Educational content • Content about YOU • Content about your industry

Step 2: Optimize 1. Create 2. Optimize 3. Promote 4. Convert & Analyze

Google is Judge, Jury & Executioner HubSpot.com/cartoons

SEO = Context + Authority The two key elements in determining whether your content will rank well in Google are context and authority. Context= on page; Authority = off page Ranking Algorithm: f(n): Context + Authority

25% On-Page SEO (Context) 1. Page Title 2. Clean URL 3. Headers & Content 4. Description

75% Off-Page SEO (Authority) Authority is Determined by Inbound Links (Links to Your Content from Another Website)

Step 3: Promote 1. Create 2. Optimize 3. Promote 4. 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 Include “share buttons” on your blog posts and other content.

Social Media Promotion Generates Leads & Sales Companies that actively use a social media channel are acquiring customers from that channel. Source: survey of hundreds of businesses: HubSpot.com/ROI

Step 4: Convert 1. Create 2. Optimize 3. Promote 4. Convert & Analyze

Put Calls to Action on All Your Content Include a call to action on the bottom of your blog posts.

Use Landing Pages with Simple Forms When someone clicks on a call to action, it should bring them to a clear landing page with a simple form.

Track Your Conversion Rate & Analytics Be sure to measure your different landing pages and their rates of conversion.

Analyze Your Marketing Marketing analytics are an important part of your inbound marketing programs.

Inbound Marketing Summary Convert & Analyze

Learn More with The Cline Group Digital Marketing Educational and Training Center: http://www.theclinegroup.net/training http://www.theclinegroup.net info@theclinegroup.net

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Introduction to Inbound Marketing

by clinegroup on Jul 04, 2010

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Introduction to Inbound Marketing — Presentation Transcript