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Inbound Marketing for Startups
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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

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