INBOUND MARKETING    A leads magnet                 Conference at the UBA’s Digital Commission.
INBOUND MARKETING     What is it ?    Why doing it ?    How to do it ?
INBOUND MARKETING     What is it ?           Pull Marketing                    • Permission                    • Non-intru...
INBOUND MARKETING            Why doing it ?   People are going on the web for :            • Getting information          ...
INBOUND MARKETING         How to do it ?           CONTENT             INBOUND            ATTRACT           NEW CUSTOMERSS...
INBOUND MARKETING    VS    OUTBOUND MARKETING            Contrasted & Complementary
INBOUND MARKETING       &   OUTBOUND MARKETING             Contrasted & Complementary       INBOUND                       ...
INBOUND MARKETING       &   OUTBOUND MARKETING             Contrasted & Complementary       INBOUND                       ...
INBOUND MARKETING       &   OUTBOUND MARKETING             Contrasted & Complementary       INBOUND                       ...
INBOUND MARKETING      &     OUTBOUND MARKETING            Contrasted & Complementary                      PAID           ...
Today’s websitesand their marketing efficiency
Today’s websites                    Facts99% of websites’ visitors are humanThey have emotionsOn the web, consumers are ac...
Today’s websites    8 mistakes
Today’s websites     Mistake 1                   WHO THE                   HECK ARE                   THESE               ...
DOES SHEREALLY WORKAT YOURCOMPANY?
BECAUSE SHE ALSO WORKS AT OTHER COMPANIES!
Do you really think people are stupid ?       Be more human / Be more authentic.Dont be afraid, let visitors enter and smi...
Today’s websites    Mistake 2 NO BLOG.
Blog - What for ?Communicate your brand’s valuesBe Google’s best friendFeed your social networksThe best outbound relayDon...
Having a BLOG - Results        55% More Website Visitors for            434% More Indexed Pages for            97% More In...
Today’s websites    Mistake 3NO CONTENTSTRATEGY.
Be content creators.Be customer-centred and not self-centred.       • What are they are looking for ?       • What do they...
People love stories, so create content that People love.        2 main Advantages               • Confidence & Quality    ...
Stop advertising, start publishing.
Today’s websites    Mistake 4DONT LIKEPENGUIN.
STOP BUYING BACKLINKSGoogle Penguin doesn’t consider this anymore.       Solution - Generate inbound links      Earn them ...
People dont only type one keyword !All competitors are fighting for the same keywords19% of overall searches have never be...
Today’s websites    Mistake 5CONTACT US.
75%Smart Calls-to-action  & Landing pages       22%    Contact us                         3%
Answer people’s need through whitepapers“Give-to-get” strategy  Result - Increase lead generation
Today’s websites    Mistake 6NO CONTEXT.
" If content is king, context is god "      People are on your website for a specific reason.Create a context between page...
Today’s websites     Mistake 7BOTTOM ONLY.
Do you think social media dont bring any sale ?      The last traffic source doesn’t mean the only one     important.     ...
Today’s websites      Mistake 8NO REACTIVITY.
If you cant react quickly, why having a real-time analysis ?           Real-time marketing            Short-term campaigns...
INBOUND MARKETING    Facts & Figures
INBOUND MARKETING                                                              Facts & Figures                         Ave...
INBOUND MARKETING                                                     Facts & Figures                         Average Dist...
INBOUND MARKETING                                                Facts & Figures                               Average Cos...
?                &    ALL IN ONE MARKETING SOFTWARE.
Get Found                             Convert                                  AnalyseBLOGGING AND                        ...
HubSpot1. HubSpot helps you to bring trafic to your website         • Social Medias tools         • SEO tools2. HubSpot he...
HubSpot                             & Social MediaCreate, Schedule and Send Posts         See Which Leads are Clicking onA...
HubSpot                                 & Social MediaQuickly Track Interactions and              Find Your Social Media I...
HubSpot                                  & SEOKeywords - Find and track your            Inbound Links - Identify whichbest...
HubSpot                                  & SEOPage-Level SEO - Evaluateindividual pages on your site.
HubSpot                      & Calls-to-action / Landing pagesSmart calls-to-action - personalize        A/B Test everythi...
HubSpot                     & Calls-to-action / Landing pagesSmart Fields: Make things easierfor your leads.
HubSpotWhat next ?          Grade your website on          www.marketinggrader.com
CONCLUSION
INBOUND MARKETING                  ResultsImprove sales close rates by 50% or moreGenerate leads at 1/3 the cost of Push M...
INBOUND MARKETING     3 questions to make it work !Do you create and promote interesting and uniquevalue-added content?Doe...
Pull Your Costumers Toward You !
Inbound Marketing : A leads magnet
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Inbound Marketing : A leads magnet

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You'll find out here how Inbound Marketing is a lead magnet and the right solution to increase your business visibility and e-reputation! Pycty will introduce you here the 8 mistakes you must no longer commit in your web marketing strategy.

The way people communicate, search for information, consume, has changed. Today, web marketing has to adapt. Opt for a relational marketing based on content marketing, social media strategy, SEO and lead nurturing.

In a few words: Pull Your Customers Toward You!

Discover here the conference Pycty gave at UBA.

Want to learn more: www.pycty.com

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Inbound Marketing : A leads magnet

  1. 1. INBOUND MARKETING A leads magnet Conference at the UBA’s Digital Commission.
  2. 2. INBOUND MARKETING What is it ? Why doing it ? How to do it ?
  3. 3. INBOUND MARKETING What is it ? Pull Marketing • Permission • Non-intrusive • Relational
  4. 4. INBOUND MARKETING Why doing it ? People are going on the web for : • Getting information • Entertainment • BuyingAdapt communication to the way peopleuse the web to get found naturally.
  5. 5. INBOUND MARKETING How to do it ? CONTENT INBOUND ATTRACT NEW CUSTOMERSSOCIAL SEOMEDIA
  6. 6. INBOUND MARKETING VS OUTBOUND MARKETING Contrasted & Complementary
  7. 7. INBOUND MARKETING & OUTBOUND MARKETING Contrasted & Complementary INBOUND OUTBOUND VS
  8. 8. INBOUND MARKETING & OUTBOUND MARKETING Contrasted & Complementary INBOUND OUTBOUND VS
  9. 9. INBOUND MARKETING & OUTBOUND MARKETING Contrasted & Complementary INBOUND OUTBOUND VS
  10. 10. INBOUND MARKETING & OUTBOUND MARKETING Contrasted & Complementary PAID OWNED EARNED INBOUND
  11. 11. Today’s websitesand their marketing efficiency
  12. 12. Today’s websites Facts99% of websites’ visitors are humanThey have emotionsOn the web, consumers are activeAbility to visit multiple websitesUse others recommendations to make their choiceOn the web, traditional marketing doesn’twork that well
  13. 13. Today’s websites 8 mistakes
  14. 14. Today’s websites Mistake 1 WHO THE HECK ARE THESE PEOPLE?
  15. 15. DOES SHEREALLY WORKAT YOURCOMPANY?
  16. 16. BECAUSE SHE ALSO WORKS AT OTHER COMPANIES!
  17. 17. Do you really think people are stupid ? Be more human / Be more authentic.Dont be afraid, let visitors enter and smile to them !
  18. 18. Today’s websites Mistake 2 NO BLOG.
  19. 19. Blog - What for ?Communicate your brand’s valuesBe Google’s best friendFeed your social networksThe best outbound relayDont forget what people want is not a beautiful designbut they want you to meet their needs.
  20. 20. Having a BLOG - Results 55% More Website Visitors for 434% More Indexed Pages for 97% More Inbound Links for Companies That Blog Companies That Blog Companies That Blog2.500 10.000 18.0002.000 8.000 16.0001.500 6.000 12.0001.000 4.000 8.000 500 2.000 4.000 Dont Blog Blog Dont Blog Blog Dont Blog Blog
  21. 21. Today’s websites Mistake 3NO CONTENTSTRATEGY.
  22. 22. Be content creators.Be customer-centred and not self-centred. • What are they are looking for ? • What do they want to learn ? • What are their questions/problems?
  23. 23. People love stories, so create content that People love. 2 main Advantages • Confidence & Quality • Get found easily
  24. 24. Stop advertising, start publishing.
  25. 25. Today’s websites Mistake 4DONT LIKEPENGUIN.
  26. 26. STOP BUYING BACKLINKSGoogle Penguin doesn’t consider this anymore. Solution - Generate inbound links Earn them through great content. " DON’T BUY IT, DESERVE IT "
  27. 27. People dont only type one keyword !All competitors are fighting for the same keywords19% of overall searches have never been typed beforePeople type “long tail” searches
  28. 28. Today’s websites Mistake 5CONTACT US.
  29. 29. 75%Smart Calls-to-action & Landing pages 22% Contact us 3%
  30. 30. Answer people’s need through whitepapers“Give-to-get” strategy Result - Increase lead generation
  31. 31. Today’s websites Mistake 6NO CONTEXT.
  32. 32. " If content is king, context is god " People are on your website for a specific reason.Create a context between page content and the call-to-action. Result -Increase lead generation
  33. 33. Today’s websites Mistake 7BOTTOM ONLY.
  34. 34. Do you think social media dont bring any sale ? The last traffic source doesn’t mean the only one important. You need to track leads behavior on your website. Analyze your overall funnel of conversion.
  35. 35. Today’s websites Mistake 8NO REACTIVITY.
  36. 36. If you cant react quickly, why having a real-time analysis ? Real-time marketing Short-term campaigns. Quick promotions. Website content about the general news. Overall analysis of your webmarketing actions. A/B testing Your calls-to-action. Your landing pages. Control your ROI.
  37. 37. INBOUND MARKETING Facts & Figures
  38. 38. INBOUND MARKETING Facts & Figures Average Distribution of Lead Generation Budgets, 1 to 5 Employees SMALL VS. LARGER BUSINESSES Over 500 Employees 20% 18% 17% 14%Average % Budget 11% 11% 11% 11% 10% 9% 10% 7% 7% 7% 5% 5% 4% 3% 0% Social SEP Blogs Email Trade PPC Direct Telemarketng (Organic Search) (Paid Search) Media Marketing Shows Mail The 2012 State of Inbound Marketing www.HubSpot.com/SOIM
  39. 39. INBOUND MARKETING Facts & Figures Average Distribution of Lead Generation Budgets, Data pulled from analytics SMALL VS. LARGER BUSINESSES tracking of a sample of over 1.000 HubSpot customers 15% 15% 20%Average % Budget 12% 9% 8% 7% 4% 4% 2% 0% The 2012 State of Inbound Marketing www.HubSpot.com/SOIM
  40. 40. INBOUND MARKETING Facts & Figures Average Cost Per Lead Inbound vs. Outbound $400 15%Average Cost Per Lead 61% Lower Cost per Lead Outbound Marketing Dominated Inbound Marketing Dominated $0 2010 2011 2012 The 2012 State of Inbound Marketing www.HubSpot.com/SOIM
  41. 41. ? & ALL IN ONE MARKETING SOFTWARE.
  42. 42. Get Found Convert AnalyseBLOGGING AND CALL TO ACTION ANALYSECONTENT MARKETING You need great calls-to-action BEHAVIOURS OF YOUR • Helping for your SEO to generate leads • Visitors • Impact analysis • Leads • ClientsSEO LANDING PAGE ANALYSE • Find and analyze the most • A/B testing PERFORMANCE OF YOUR performant keywords • Forms • Content • Inbound links analysis • Social Media • Reputation • Global websiteSOCIAL MEDIA MARKETING RETURN ON • Track your mentions online AUTOMATION INVESTMENT • Schedule and publish posts • Automate your funnel with • Measurement tool in order to • Analytics to see if your efforts workflows and automation have an excellent ROI from are paying off your marketing actions
  43. 43. HubSpot1. HubSpot helps you to bring trafic to your website • Social Medias tools • SEO tools2. HubSpot helps you to convert your trafic into leads • Call-to-action • Landing pages
  44. 44. HubSpot & Social MediaCreate, Schedule and Send Posts See Which Leads are Clicking onAcross Social Channels. Your Social Content.
  45. 45. HubSpot & Social MediaQuickly Track Interactions and Find Your Social Media Influencers.Grow Your Reach.
  46. 46. HubSpot & SEOKeywords - Find and track your Inbound Links - Identify whichbest-performing keywords sites are giving you link love.
  47. 47. HubSpot & SEOPage-Level SEO - Evaluateindividual pages on your site.
  48. 48. HubSpot & Calls-to-action / Landing pagesSmart calls-to-action - personalize A/B Test everything for Betteroffers for each visitor. Conversions.
  49. 49. HubSpot & Calls-to-action / Landing pagesSmart Fields: Make things easierfor your leads.
  50. 50. HubSpotWhat next ? Grade your website on www.marketinggrader.com
  51. 51. CONCLUSION
  52. 52. INBOUND MARKETING ResultsImprove sales close rates by 50% or moreGenerate leads at 1/3 the cost of Push MarketingShortens the sales cycle by 20%-40%Protects your pricing from margin erosionPull Marketing is a great way to stay in touch withprospects and convert them laterPull Marketing is a great way for retaining customers
  53. 53. INBOUND MARKETING 3 questions to make it work !Do you create and promote interesting and uniquevalue-added content?Does your webmarketing plan include converting traf-fic into leads before converting them into customers?Do you know which activities are working and whichare not?
  54. 54. Pull Your Costumers Toward You !
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