Introduction to Inbound Marketing
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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......

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)

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Transcript

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