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buzzquotient inbound marketing 101

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Inbound marketing is the most effective marketing model for today. Business focussed on outbound marketing techniques like buying banner, buying email lists, buying leads , brute force link building …

Inbound marketing is the most effective marketing model for today. Business focussed on outbound marketing techniques like buying banner, buying email lists, buying leads , brute force link building etc in the search era ( 1994-2005) . However, in the social web the out bound models is no longer efficient.

Inbound marketing techniques rely on creating “pull” towards a company or brand by leveraging quality content and thereby creating a better product- market fit.

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  • 1. copyright  ©  buzzquo0ent.com   1  05/07/13     inbound  101     what’s  your  bq?  
  • 2. copyright  ©  buzzquo0ent.com   2  05/07/13   inbound  is  naturally  human   they  say..   If  you  talk  to  someone   like  adver3sement  they   will  punch  you  in  face.       friends,  family   Endorsements   cri0que,  appreciate   ques0on,  reply   conversa0on,  argue   like,  love     are  human  values   inbound  techniques  use.          
  • 3. copyright  ©  buzzquo0ent.com   3  05/07/13   outbound  vs.  inbound       outbound  marke-ng   inbound  marke-ng   outbound  techniques  “push  product   or  service  on  customers”   inbound  techniques  “  earn  people’s   interest  instead  of  pushing  the   product  on  to  them”   one  way  communica0on   two  way  communica0on   buy  banners,  ad  spots,  cold  calls,   email  campaigns   search  ,  social,  blog,  referrals   marketers  do  not  engage   marketers  engage  
  • 4. copyright  ©  buzzquo0ent.com   4  05/07/13   inbound  is  real   •  Spending  on  content  marke0ng,  video  marke0ng,  and   social  media  will  increase  by  15.1%  in  2013  to  a  total   of  $118.4  billion.  (Source:  eMarketer)     •  Nine  in  10  organiza0ons  market  with  content.   (Source:  Content  Marke0ng  Ins0tute)     •  According  to  37%  of  marke0ng  managers,  the  most   important  way  to  engage  customers  is  content-­‐led   websites.  (Source:  The  CMA)   •  78%  of  chief  marke0ng  officers  think  custom  content   is  the  future  of  marke0ng.  (Source:   Hanley-­‐Wood  Business  Media)  
  • 5. copyright  ©  buzzquo0ent.com   5  05/07/13   inbound  is  real   •  Companies  with  fewer  than  10  employees  typically   allocate  42%  of  their  marke0ng  budget  to  content.   (Source:   Content  Marke0ng  Ins0tute  and  Marke0ng  Profs)     •  The  average,  annual  spend  on  branded  content   outsourcing  was  a  $371,364,  and  $987,417  for   companies  that  exclusively  outsource.  (Source:   Custom  Content  Council)       •  Lack  of  human  resources  (42%)  and  lack  of  budget   (35%)  are  key  barriers  to  content  marke0ng.  (Source:   eConsultancy  and  Outbrain)   •  Crea0ng  original  content  was  seen  as  the  biggest   challenge  for  69%  of  content  marketers.  (Source:   Curata)  
  • 6. copyright  ©  buzzquo0ent.com   6  05/07/13   inbound  is  real   •  Eight  out  of  10  CMOs  believe  custom  content  should   be  an  integral  part  of  a  marke0ng  strategy.(Source:   Hanley-­‐Wood  Business  Media)   •  The  use  of  video  content  has  risen  from  52%  in  2011   to  70%  in  2012.  (Source:   Content  Marke0ng  Ins0tute  and  Marke0ng  Profs)     •  The  use  of  mobile-­‐op0mized  content  marke0ng  has   risen  from  15%  in  2011  to  33%  in  2012.  (Source:   Content  Marke0ng  Ins0tute  and  Marke0ng  Profs)     •  The  use  of  virtual  video  conferences  has  risen  from   10%  in  2011  to  28%  in  2012.  (Source:   Content  Marke0ng  Ins0tute  and  Marke0ng  Profs)    
  • 7. copyright  ©  buzzquo0ent.com   7  05/07/13   the  nuts  and  bolts  of  inbound  
  • 8. copyright  ©  buzzquo0ent.com   8  05/07/13   inbound  flow  
  • 9. copyright  ©  buzzquo0ent.com   9  05/07/13   who  benefits  from  inbound?     big  brands   new  products  on  the  block   for  profit  companies   not  for  profit  organiza3ons   local  and  loca3on  based  businesses     celebri3es   events/  movies  
  • 10. copyright  ©  buzzquo0ent.com   10  05/07/13   thank  you!     buzz@buzzquo0ent.com   +1.646.374.1304/  +91.94056.11455   keep  buzzing!   hhp://www.facebook.com/buzzquo0ent   hhp://twiher.com/buzzquo0ent   hhp://www.buzzquo0ent.com/blog/