Inbound Marketing for Startups

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A presentation I gave to NACUE (National Consortium of University Entrepreneurs) on zero-budget online marketing techniques for startups and entrepreneurs, aka inbound marketing.

A presentation I gave to NACUE (National Consortium of University Entrepreneurs) on zero-budget online marketing techniques for startups and entrepreneurs, aka inbound marketing.

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  • How many marketeers are there in the room? How many of you are familiar with the term “inbound marketing”?

Transcript

  • 1. Copyright Douglas Richard, Ltd. 2008 Inbound Marketing Luke Brynley-Jones
  • 2. About me
    • Founder of etribes – social media consultancy in 2000
    • etribes.com and mashup* events
    • Head of Product at Trutap
    • Social networking consultant with Brando Social
    Managing Director at School for Startups
  • 3. School for Startups
  • 4. School for Startups
    • The Six Rules for Startups (London, 15 th June)
    • How to Make Money: Funding. Investment. Revenue. Profit (London, 22 nd June)
    • Student event with NACUE in the autumn
    Register @ www.schoolforstartups.co.uk
  • 5. Copyright Douglas Richard, Ltd. 2008 Inbound Marketing
  • 6. Outbound Marketing
    • Advertising
    Success depends on: £££££££££££
    • Cold calling
    • Mailings (including emailings)
    • Radio
    • Trade shows
    • TV
  • 7. Inbound Marketing
    • Publishing (e.g. blogging)
    Helping customers to find you Success depends on: knowledge/activity/creativity/popularity
    • Optimising (i.e. SEO)
    • Sharing (e.g. Facebook, Twitter, Digg)
  • 8. What and where to publish?
    • Blog
    • Video
    • Podcast
    • Photos
    • Presentations
    • White papers
    • News releases
    • Blogger / Typepad
    • YouTube / Vimeo
    • Podcast.net
    • Flickr / Facebook
    • Slideshow.com
    • EzineArticles.com
    • OpenPR.com
    Whatever you have, wherever you can
  • 9. Blogging
    • On average blogs for small businesses get 200-300% more traffic than their websites
    • Start early / Engage / Gather feedback
    • Ensure you own your URL
    • Titles: amusing / enticing / SEO-friendly
    • Topics: knowledge / experience / other blogs / reviews / lists!
    • Frequency: once a week or more
  • 10. Blogging success?
    • Subscribers
    Comments/links on a per-article basis
    • Visitors
    • Comments
    • Blog rank
    • Inbound links
  • 11. Search Engine Optimisation
    • Helping search engines to read your site
    People link to high quality content
    • 25% of SEO is “On-page”
      • Page title, description, URLs, headers, copy, meta data
    • 75% of SEO is “Off-page”
      • Links = quality of linker + link description
  • 12. Successful SEO High quality optimised content More inbound links & traffic Higher search engine ranking
  • 13. Social Media Marketing
    • "The purpose of conversation is to create and improve understanding, not for one party to “deliver messages” to the other. That would be rude”.
    • ‘ The Cluetrain Manifesto’
    • Markets are Conversations
  • 14. How to use social media
    • Doing what you would do at a business
    • networking event – only online.
    Value / trust / introductions
    • Meet people and make introductions
    • Give and receive advice
    • Find interesting people and listen
  • 15. Sharing everything…
    • Blog comments (on your blog and others)
    Help people find/recommend you
    • Ask questions (LinkedIn)
    • Forum posts (relevant communities)
    • Micro-blog posts (Twitter/Facebook)
    • Get rated (Digg/Reddit/Stumbledupon)
    • Share links (De.licio.us)
  • 16. Personality matters…
  • 17. And making money…
  • 18. Customer services IS marketing
  • 19. Brand monitoring Share of Conversation No. of posts discussing "X" and "your company" No. of posts discussing “X" =
  • 20. Takeaway
    • Inbound marketing levels the playing field
    Success now depends on activity, creativity, sociability and knowledge
    • In social media, success depends on how much VALUE you provide
    • Blogging, SEO & social media are critical
    • Monitoring conversations is key
    • Customer services IS marketing
  • 21. Copyright Douglas Richard, Ltd. 2008 Thank you Luke Brynley-Jones [email_address] www.schoolforstartups.co.uk