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What is Inbound Marketing?
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What is Inbound Marketing?

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  • 1.  Creating websites for 14 years  Participating in Social Media for 7 years  MBA in Marketing  Certificates in  E-Business Marketing Management  Project ManagementPam Aungst  Google AdWordsOwner, Online Marketing ConsultantPam Ann Marketing  Advanced Social Media
  • 2.  Think of one piece of inbound marketing content you could create for YOUR business Share YOUR ideas after the presentation
  • 3. “Inbound Marketing is the practice of bringing warm, qualified leads into your sales funnel rather than reaching outward to cold, questionable targets” Clay Schossow –
  • 4. Outbound InboundMarketing Marketing•Telemarketing •Blogging & SEO•Trade Shows •Video & Social Media•Direct Mail •Webinars•Email Blasts •White Papers•Print Ads •eBooks & Guides•TV/Radio Ads
  • 5. Educate Sales Funnel Inbound Marketing &Inform EstablishReputation Prove Yourself
  • 6. What to Publish Blog Posts “How-to” Tutorials White Papers E-Books Videos Webinars
  • 7.  Customer FAQ’s Review an industry publication or summarize latest industry news Lists! “Top 10” Tips For… Interview someone Repurpose old content (newsletters, case studies, etc.) Record what you’re already doing Repurpose new content  Blog articles to e-book  E-book to webinar  Webinar to video
  • 8. Download Blog SocialRegistrations Comments MediaWebinars
  • 9.  LinkedIn = Giant virtual show floor  Prospects are there asking technical questions - Answer them!  Point them to your resources (that genuinely useful content you made) Google Plus = Trade show sponsorship  Easy way to get your name out there Facebook & Pinterest = Brochures on tabletop  Visually show off your capabilities (Pictures, pictures, and more pictures) Twitter = Cocktail party after the show  Converse to build relationships
  • 10. • Push out the same old sales info (copy that sound “salesy”)• Act differently online than in person (i.e. obnoxious)• Be inconsistent
  • 11.  Talk about yourself LESS than you talk about genuinely useful information  Less of “We are awesome, our stuff is great”  More of “Hey, this information is pretty great” Here’s where partnerships come in  Customers  Vendors / Distributors  Trade Associations  Chambers Of Commerce  Charitable Associations Partnerships  Make it easy to keep self-promotion to a minimum  Strengthen existing relationships  Allows for sharing of resources
  • 12.  More effective and memorable than a cold call  “People love to be made to feel special.” UnMarketing – Scott Stratten,  Drives traffic to your site“Hey, look, Pam Ann Marketing wrote an article about us!”
  • 13.  Measurable Inbound Marketing Metrics:  Blog metrics ▪ Number of subscribers ▪ Average time on page ▪ Bounce Rate  Number of content downloads  Social Media Engagement (comments, “likes”, mentions, retweets, shares, etc.)  Number of inbound links gained  Number of inquiries/leads Use metrics to define objectives & analyze success  Example: “Increase blog subscribership by 5% per quarter”  Example: “Increase social-driven website traffic by 10% per year”
  • 14. Recommended Reading •eMarketing Strategies for the Complex Sale by Ardath Albee •Unmarketing by Scott StrattenInbound Marketing Download this slide deck at http://bit.ly/PamInbound