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Intro to Inbound   Marketing Mark Mathson, Inbound Marketing Strategist
Agenda• Elements of Outbound &  Inbound Marketing• The Shift• Inbound Marketing Process• Long Term Strategy Plan
Elements of Outbound     Marketing
Outbound Marketing•   Direct mail•   Telemarketing•   Print Ads•   Trade shows•   TV / Radio Ads   (photo: Jan Hilado)
Elements of Inbound    Marketing
Inbound Marketing• Content Marketing  o Blogging  o eBooks• Search Engine Marketing• Social Media                         ...
Overlap of Traditional and New Media Marketing
The Overlap: Inbound & Outbound             (photo: The Ace Group)
The Overlap: Inbound & Outbound
The Shift
World Population Online• 2 Billion Global Internet Users• 28% of Global World Population• Shop• Research• Buy
The Shift                      (photo: buzzbo)(photo: KyleWiTh)
Cost Per Lead           Source: 2011 State of Inbound Marketing
Shift in Budgets• 2011 budget survey• Interests:  o Lead Quality  o Search Engine Marketing                              S...
Inbound Marketing   Methodology
Inbound Marketing Methodology          Content                Social       SEO                Media
The Process               CreateAnalyze                      Optimize     Convert            Promote
CreateInbound Marketing Process
Content Marketing      (photo: Anthony Giorgio)
OptimizeInbound Marketing Process
Search Engine Marketing
PromoteInbound Marketing Process
Social Media Marketing
Social Media      Management               Mid-Day              (5 Minutes) Morning                    Afternoon(5 Minutes...
Social MediaManagement Toolbox
ConvertInbound Marketing Process
Lead Conversion
AnalyzeInbound Marketing Process
ROI: Focus on what works
Long Term Strategy PlanTen Step Inbound Marketing Pathway               Plan
Strategic Process 1. Align      2. Website                             3. Metrics    4. Goals  Goals        Objectives    ...
Inbound Marketing Components          Content                Social      SEO                Media
Q&AMark Mathson, Inbound Marketing Strategist        http://markmathson.com/              @MarkMathson
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Introduction to Inbound Marketing

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High level introduction to inbound marketing. A presentation delivered to business owners and marketing managers at a chamber of commerce event. Touches on content marketing, SEO, and social media marketing. (Originally presented March 2011)

Published in: Business, Technology
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Transcript of "Introduction to Inbound Marketing"

  1. 1. Intro to Inbound Marketing Mark Mathson, Inbound Marketing Strategist
  2. 2. Agenda• Elements of Outbound & Inbound Marketing• The Shift• Inbound Marketing Process• Long Term Strategy Plan
  3. 3. Elements of Outbound Marketing
  4. 4. Outbound Marketing• Direct mail• Telemarketing• Print Ads• Trade shows• TV / Radio Ads (photo: Jan Hilado)
  5. 5. Elements of Inbound Marketing
  6. 6. Inbound Marketing• Content Marketing o Blogging o eBooks• Search Engine Marketing• Social Media (photo: Oguraclutch)
  7. 7. Overlap of Traditional and New Media Marketing
  8. 8. The Overlap: Inbound & Outbound (photo: The Ace Group)
  9. 9. The Overlap: Inbound & Outbound
  10. 10. The Shift
  11. 11. World Population Online• 2 Billion Global Internet Users• 28% of Global World Population• Shop• Research• Buy
  12. 12. The Shift (photo: buzzbo)(photo: KyleWiTh)
  13. 13. Cost Per Lead Source: 2011 State of Inbound Marketing
  14. 14. Shift in Budgets• 2011 budget survey• Interests: o Lead Quality o Search Engine Marketing Source: Survey Release
  15. 15. Inbound Marketing Methodology
  16. 16. Inbound Marketing Methodology Content Social SEO Media
  17. 17. The Process CreateAnalyze Optimize Convert Promote
  18. 18. CreateInbound Marketing Process
  19. 19. Content Marketing (photo: Anthony Giorgio)
  20. 20. OptimizeInbound Marketing Process
  21. 21. Search Engine Marketing
  22. 22. PromoteInbound Marketing Process
  23. 23. Social Media Marketing
  24. 24. Social Media Management Mid-Day (5 Minutes) Morning Afternoon(5 Minutes) (5 Minutes) 15 Minutes
  25. 25. Social MediaManagement Toolbox
  26. 26. ConvertInbound Marketing Process
  27. 27. Lead Conversion
  28. 28. AnalyzeInbound Marketing Process
  29. 29. ROI: Focus on what works
  30. 30. Long Term Strategy PlanTen Step Inbound Marketing Pathway Plan
  31. 31. Strategic Process 1. Align 2. Website 3. Metrics 4. Goals Goals Objectives 6. 8.5. Personas 7. Tactics Competition Milestones 10. Measure 9. Launch & Shift
  32. 32. Inbound Marketing Components Content Social SEO Media
  33. 33. Q&AMark Mathson, Inbound Marketing Strategist http://markmathson.com/ @MarkMathson
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