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The Power of Inbound Marketing
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The Power of Inbound Marketing

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Slides from my talk at Asia International College in September 2011 to MBA students on how the digital web has revolutionized the way businesses connect with their customers

Slides from my talk at Asia International College in September 2011 to MBA students on how the digital web has revolutionized the way businesses connect with their customers

Published in: Education, Business, Technology

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Transcript

  • 1. - By Marcus Ho / @homarcus *You’re in for a finger lickin’ good time ;-)
  • 2.  
  • 3.  
  • 4.  
  • 5. 1921
  • 6. 1955
  • 7. 1970
  • 8. Unfortunately though, many marketers still do it this way…
  • 9. Do they still work ?
  • 10.  
  • 11.  
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  • 15. Only 18% of Television Advertisements Generate A Positive ROI
  • 16. 18.7% 10.1% 11.7% 14.8% 18.1% 68.7%
  • 17. How Do People Buy Today ?
  • 18. Investigate Options
  • 19. Ask Our Friends
  • 20. Seeking Advice from Influencers/Experts
  • 21. Forums and Q&As
  • 22. Search Currently, there are more than 3 billion searches/day on Google
  • 23. 120mm Social Networks Users: 10mm 750mm 200mm 10mm Users: 14mm Millions 14mm 6.5mm
  • 24. Forums and Niche Communities
  • 25. Video and Multimedia Portals
  • 26. Blogs
  • 27. Inbound Marketing is Under-Invested Percent of Web Traffic from Various Sources to the Average Website Paid drives <15% of web traffic (but wins a whopping $31+ Billion of investment in 2011) Unpaid drives 85%+ of traffic (but garners only ~$5 billion of investment in 2011)
  • 28. Every Marketer Sees This: But That’s Not Reality
  • 29. Referring + Other = 50% of our traffic? But this chart is basically saying Twitter, Facebook, blogs, feed readers and every non-search site that sends traffic is exactly the same.
  • 30. All the traffic we receive that isn’t the result of paid acquisition or advertising (in ISH’s case – 95%+) comes from Inbound Marketing!
  • 31.
    • Site that offers:
    • Unique Research
    • Informed Opinions
    • News/Trend Analysis
    • Multimedia Content
    • Authentic Expert Contributors
    • Quality Discussion/Interaction
    Referenced by industry blogs Mentioned in news publications Cited at conferences + events Liked/Shared on Facebook Links are Tweeted Answers on Q+A sites reference its resources Forum discussions link to its pages People email links to each other You Must Become a Hub for Great Content in Your Industry
  • 32. Twin Engines for Inbound Marketing
  • 33. Search Engine Optimization (SEO)
  • 34. Social Media
  • 35. Social Media HISTORY
  • 36. Early internet included… Message Boards Web Forums Chat rooms
  • 37. Now Social Media Is ….
  • 38.  
  • 39.  
  • 40. Successful stories…
  • 41. Qatar Airways Gave away 100 free air-tickets Generated $400,000 in revenue in 3 months Built an 86,000 e-mail database through Sweepstakes in less than a month
  • 42. Hilltop “THE GYM” Offered a Free Muay Thai trial class Eliminated all forms of paid offline/traditional marketing Generates on average 60 leads for their gym outlet every month
  • 43.  
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  • 51.  
  • 52. How to Implement a Social Media Strategy?
  • 53.  
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  • 58.  
  • 59. Listening First
  • 60.  
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  • 64.  
  • 65. Brand Core Values Pillars Mission Writing Style Characteristics Culture Tone Viewpoint
  • 66.  
  • 67. What Is Your Brand’s ?
  • 68.  
  • 69.  
  • 70.  
  • 71. Increase website traffic - % increase in unique visitors Improve search engine rankings – SERP Increase sales conversions - # conversions Increase brand/product awareness – Reach (# of followers, fans on Facebook, etc.) Improve brand reputation – Sentiment and Passion
  • 72.  
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  • 82. Questions & Comments? THANK YOU VERY MUCH Internet Success Hub: www.internet-success-hub.com @homarcus fb.com/marcuskaho http://linkd.in/homarcus marcus@internet-success-hub.com