The Art of Inbound Marketing
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The Art of Inbound Marketing

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What's the difference between inbound and outbound marketing techniques? In this presentation we cover the basics and some more intermediate concepts in content marketing and inbound marketing. ......

What's the difference between inbound and outbound marketing techniques? In this presentation we cover the basics and some more intermediate concepts in content marketing and inbound marketing. Rather than interrupting your audience or pushing your way into your target audience's face, inbound marketing is about earning attention and converting that attention into real business value.

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  • 1. Inbound Marketing The Art of
  • 2. True Voice Media www.truevoicemedia.com 215.948.2012 @truevoicemedia The Philadelphia Social Business Agency Jeff Gibbard truevoicemedia.com | socialmediaphilanthropy.com | jeffgibbard.com | jgibbard.com President & Chief Strategist at True Voice Media Speaker, Blogger & Coach @jgibbard jeffgibbard.com/g jeff@truevoicemedia.com
  • 3. True Voice Media // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012 True Voice Media www.truevoicemedia.com 215.948.2012 @truevoicemedia The Philadelphia Social Business Agency
  • 4. True Voice Media // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012 Social Business True Voice Media www.truevoicemedia.com 215.948.2012 @truevoicemedia The Philadelphia Social Business Agency Strategy Policy Training Listening Content Marketing Engagement & Community Management Promotion & Advertising Measurement & Analytics Collaboration Customer Service
  • 5. True Voice Media // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012 Resources Slides, Links and Tools Mentioned True Voice Media www.truevoicemedia.com 215.948.2012 @truevoicemedia The Philadelphia Social Business Agency truevoicemedia.com/notes
  • 6. True Voice Media www.truevoicemedia.com 215.948.2012 @truevoicemedia The Philadelphia Social Business Agency @jgibbard @truevoicemedia
  • 7. True Voice Media // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  • 8. Death by Powerpoint
  • 9. Death by Powerpoint
  • 10. Stay engaged my friends
  • 11. What we’ll talk about ★What is Inbound Marketing? ★How and why Inbound Marketing works. ★Some things you can do today. ★How shifting your budget can dramatically improve results.
  • 12. Part I: What is Inbound Marketing?
  • 13. INBOUND OUTBOUND -vs-
  • 14. Marketing that is designed to help customers find you INBOUND
  • 15. Marketing that is designed to find customers OUTBOUND
  • 16. Marketing that is designed to earn customer attention INBOUND
  • 17. Marketing that is designed to buy customer attention OUTBOUND
  • 18. The Tools Of Inbound Marketing
  • 19. The Tools Of Outbound Marketing
  • 20. INBOUND OUTBOUND -vs-
  • 21. With Value Your Messaging OR
  • 22. Part II: How and why Inbound Marketing works
  • 23. A Thesis Statement Marketing and Sales have changed indefinitely.
  • 24. consumer hats Put on your
  • 25. Audience Participation
  • 26. Audience Participation FOR A FABULOUS PRIZE Shout Out Something You Are Interested In Buying.
  • 27. Hands up if... You do research before a purchase
  • 28. Hands up if... You do your research here:
  • 29. Hands up if... You ask people you trust before purchase
  • 30. Hands up if... You like to make informed purchases
  • 31. Hands up if... You think about ads before a purchase
  • 32. Audience Participation
  • 33. Audience Participation FOR A FABULOUS PRIZE Shout Out Something You Are NOT Interested In Buying.
  • 34. True Voice Media www.truevoicemedia.com 215.948.2012 @truevoicemedia The Philadelphia Social Business Agency Would interrupting you with a phone call during dinner work?
  • 35. What if i showed you an ad? Over and over and over and over and over..
  • 36. Not even if I sent it to your EMAIL?!?!
  • 37. WHY NOT?
  • 38. INTEREST
  • 39. A Brief Word On Targeted Outbound Marketing
  • 40. business hats Put on your
  • 41. Let’s Start With The Money And Work Backwards
  • 42. How Do Companies Make Money?
  • 43. Sales
  • 44. ...And What Do Salespeople Do?
  • 45. Match Prospects To Products Or Services
  • 46. What’s The EASIEST Way To Sell A Product?
  • 47. Sell Someone Something They Already Need Or Want
  • 48. How Do Companies Reach And Attract People That Needs And Want Things?
  • 49. Marketing
  • 50. ...And What Do Marketers Do?
  • 51. Create Awareness And Interest For Products Or Services
  • 52. Awareness Interest Desire Action
  • 53. What Makes A Marketers Job EASIER?
  • 54. Awareness Interest Desire Action
  • 55. Interest Desire Action
  • 56. Desire Action
  • 57. Part III: Some things you can do today
  • 58. The Basic Premise Inbound Marketing 101
  • 59. First Last example@email.com xxx-xxx-xxxx LeadInfo sent to Prospect I’m interested in buying X We make X 5 reasons why X is great Search Produce
  • 60. ★Define your target audience ★Figure out the top 5 things they want to know about you or your products ★Do keyword research ★Create (at least) one piece of interesting content (whitepaper, webinar, case study, slides) ★Require an email address to download the content ★Promote content across social media sites Your Homework
  • 61. Part IV: How shifting your budget can dramatically improve results
  • 62. Annuity Principle The Content Marketing
  • 63. is an investment Content Marketing
  • 64. Inbound = Traffic source: Hubspot
  • 65. Inbound = Leads source: Hubspot
  • 66. How many newsletters could you produce for the cost of... cold calling for 2 days?
  • 67. How many videos could you produce for the cost of... one trade show?
  • 68. How many instructional PDFs could you produce for the cost of... one print ad?
  • 69. Thank You!
  • 70. True Voice Media www.truevoicemedia.com 215.948.2012 @truevoicemedia The Philadelphia Social Business Agency Jeff Gibbard truevoicemedia.com | socialmediaphilanthropy.com | jeffgibbard.com | jgibbard.com President & Chief Strategist at True Voice Media Speaker, Blogger & Coach @jgibbard jeffgibbard.com/g jeff@truevoicemedia.com