- By Marcus Ho / @homarcus *You’re in for a finger lickin’ good time ;-)
 
 
 
1921
1955
1970
Unfortunately though, many marketers still do it this way…
Do they still  work ?
 
 
 
 
 
Only  18%  of Television Advertisements Generate A Positive ROI
18.7% 10.1% 11.7% 14.8% 18.1% 68.7%
How Do People Buy  Today ?
Investigate Options
Ask Our Friends
Seeking Advice from Influencers/Experts
Forums and Q&As
Search Currently,  there are more than 3 billion searches/day on Google
120mm Social Networks Users: 10mm 750mm 200mm 10mm Users: 14mm Millions 14mm 6.5mm
Forums and Niche Communities
Video and Multimedia Portals
Blogs
Inbound Marketing is Under-Invested  Percent of Web Traffic from Various Sources to the Average Website Paid drives <15% o...
Every Marketer Sees This: But That’s Not Reality
Referring + Other = 50% of our traffic? But this chart is basically saying Twitter, Facebook, blogs, feed readers and ever...
All the traffic we receive that isn’t the result of paid acquisition or advertising (in ISH’s case – 95%+) comes from Inbo...
<ul><li>Site that offers: </li></ul><ul><li>Unique Research </li></ul><ul><li>Informed Opinions </li></ul><ul><li>News/Tre...
Twin Engines for Inbound Marketing
Search Engine Optimization (SEO)
Social Media
Social   Media   HISTORY
Early internet included… Message Boards Web Forums Chat rooms
Now Social   Media   Is ….
 
 
Successful stories…
Qatar Airways Gave away 100 free air-tickets Generated $400,000 in revenue in 3 months Built an 86,000 e-mail database thr...
Hilltop “THE GYM” Offered a Free Muay Thai trial class  Eliminated all forms of paid offline/traditional marketing Generat...
 
 
 
 
 
 
 
 
 
How to Implement a Social   Media   Strategy?
 
 
 
 
 
 
Listening First
 
 
 
 
 
Brand Core Values Pillars Mission Writing Style Characteristics Culture Tone Viewpoint
 
What Is Your Brand’s  ?
 
 
 
Increase website traffic  - % increase in unique visitors Improve search engine rankings  – SERP Increase sales conversion...
 
 
 
 
 
 
 
 
 
 
Questions & Comments? THANK YOU VERY MUCH Internet Success Hub: www.internet-success-hub.com  @homarcus fb.com/marcuskaho ...
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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

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The Power of Inbound Marketing

  1. 1. - By Marcus Ho / @homarcus *You’re in for a finger lickin’ good time ;-)
  2. 5. 1921
  3. 6. 1955
  4. 7. 1970
  5. 8. Unfortunately though, many marketers still do it this way…
  6. 9. Do they still work ?
  7. 15. Only 18% of Television Advertisements Generate A Positive ROI
  8. 16. 18.7% 10.1% 11.7% 14.8% 18.1% 68.7%
  9. 17. How Do People Buy Today ?
  10. 18. Investigate Options
  11. 19. Ask Our Friends
  12. 20. Seeking Advice from Influencers/Experts
  13. 21. Forums and Q&As
  14. 22. Search Currently, there are more than 3 billion searches/day on Google
  15. 23. 120mm Social Networks Users: 10mm 750mm 200mm 10mm Users: 14mm Millions 14mm 6.5mm
  16. 24. Forums and Niche Communities
  17. 25. Video and Multimedia Portals
  18. 26. Blogs
  19. 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)
  20. 28. Every Marketer Sees This: But That’s Not Reality
  21. 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.
  22. 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!
  23. 31. <ul><li>Site that offers: </li></ul><ul><li>Unique Research </li></ul><ul><li>Informed Opinions </li></ul><ul><li>News/Trend Analysis </li></ul><ul><li>Multimedia Content </li></ul><ul><li>Authentic Expert Contributors </li></ul><ul><li>Quality Discussion/Interaction </li></ul>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
  24. 32. Twin Engines for Inbound Marketing
  25. 33. Search Engine Optimization (SEO)
  26. 34. Social Media
  27. 35. Social Media HISTORY
  28. 36. Early internet included… Message Boards Web Forums Chat rooms
  29. 37. Now Social Media Is ….
  30. 40. Successful stories…
  31. 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
  32. 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
  33. 52. How to Implement a Social Media Strategy?
  34. 59. Listening First
  35. 65. Brand Core Values Pillars Mission Writing Style Characteristics Culture Tone Viewpoint
  36. 67. What Is Your Brand’s ?
  37. 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
  38. 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

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