What is inbound marketing?

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Inbound marketing is a hot topic these days and for good reason. The way we market our products and services is evolving rapidly and inbound marketing is at the core of that evolution. We live in a …

Inbound marketing is a hot topic these days and for good reason. The way we market our products and services is evolving rapidly and inbound marketing is at the core of that evolution. We live in a world where prospects now exert much greater control over the buying process than ever before. They start the conversation and they determine where it will go. Making sure your “voice” is the one they hear is more important than ever.

This presentation will provide you with a basic understanding of what inbound marketing is and why it is important.

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  • These statistics point out 3 fundamental truths of online marketing:People click on organic links far more often than paid onesThe more keyword optimized content you have, the better. And the fastest way to build and maintain that is by bloggingIt doesn’t matter whether you are B2B or B2C, social media matters for organic search. It plays a significant role in how search engines rank your site.
  • These statistics point out 3 fundamental truths of online marketing:People click on organic links far more often than paid onesThe more keyword optimized content you have, the better. And the fastest way to build and maintain that is by bloggingIt doesn’t matter whether you are B2B or B2C, social media matters for organic search. It plays a significant role in how search engines rank your site.
  • These statistics point out 3 fundamental truths of online marketing:People click on organic links far more often than paid onesThe more keyword optimized content you have, the better. And the fastest way to build and maintain that is by bloggingIt doesn’t matter whether you are B2B or B2C, social media matters for organic search. It plays a significant role in how search engines rank your site.

Transcript

  • 1. What is Inbound Marketing?
  • 2. What is Inbound Marketing?Let’s start with a definition.Inbound marketing is a set of marketing strategies andtechniques focused on getting found online and turning webvisitors into leads or customers.When a prospect types a term into a search engine, effectiveinbound marketing will position you at the top of the organicsearch results, deliver engaging content and move thatprospect toward a purchase.
  • 3. What is Inbound Marketing? Why is Inbound Marketing important? More than half of all US residents and more than three- quarters of all US adults are online.1 One third of US consumers spend at least 3 hours online every day.2 46% of daily searches (on a search engine like Google, Bing or Yahoo) are for a product or service.11Blogher, April 2011, Pew Research, May 2010, US Census Bureau, May 2011; 2 The MediaAudit, October 2010
  • 4. What is Inbound Marketing?Inbound Marketing breaks down into four corecomponents: 1. Search Engine Optimization 2. Blogging 3. Social Media 4. Lead Generation and NurturingLet’s look at each area more closely . . .
  • 5. What is Inbound Marketing? Component • Search Engine #1 Optimization Worldwide, we conduct 88,000,000,000 searches per month on Google.3 If your business is not ranking well for the words that describe your products and services, then you’re not getting found for those “keywords” by potential customers. With the tremendous amount of searches taking place every day, you are missing out on a huge opportunity if you are not optimizing your website for search.3 Search Engine Land, February 2010
  • 6. What is Inbound Marketing? Component • Blogging #2Prospects, customers and search engines all love the content generatedthrough blogging: prospects because it helps them understand what youdo; your customers because it helps them stay up to date with yourofferings and thought leadership; and search engines because each postrepresents another page that they can index for a specific topic and feed toothers searching that phrase.
  • 7. What is Inbound Marketing? Component • Social Media #3 Marketers who spent 6 hours a week or more using social media and engaging/sharing content on it saw 52% more leads than those who did not.4 Having active social media accounts on platforms like Facebook, Twitter and LinkedIn is no longer a ‘nice to have’ – it’s a ‘must have’. Social media is an effective way to not only create exposure for your business online, but it is a proven way to significantly engage with prospects and generate leads.4 Social Media Examiner, 2011;
  • 8. What is Inbound Marketing? Component • Lead Generation and #4 NurturingAccording to Forrester Research, companies that excel at lead nurturing areable to generate 50% more sales-ready leads at 33% lower cost per lead.Content offers on a website should be designed to educate your prospects.By providing them with this advice, they will come to understand how yourgoods and services could potentially fill their needs – turning them intoleads. Lead nurturing campaigns help you further educate and buildrelationships with non-sales-ready leads in a scalable, effective way.
  • 9. What is Inbound Marketing?Want to see how your website compares to yourcompetitors? Register for a no-commitment inboundmarketing assessment at www.rivkind.com/ima. Sign up for your FREE Inbound Marketing Assessment!
  • 10. Who we are We provide inbound and direct marketing services to businesses and nonprofit organizations. For over 40 years, we have been helping our clients develop, manage and execute their marketing plans.Visit us online at www.rivkind.com or call us at 781-344-2650 to learn moreabout the services we provide.