How to get started with
inbound marketing.
Rick Burnes (@rickburnes)
1
2
3
4

What is inbound marketing?
Example: How inbound marketing works.
Inbound marketing tactics (attract, convert, clo...
1

What is inbound marketing?
The old marketing

playbook is

86%

91%

skip TV ads

unsubscribe
from email

BROKEN.
44%

of direct mail is
never opened...
Because the
customer is in
control.
TRADITIONAL

INBOUND

vs.
Cold Calling
Print Advertising
Cold Emails (SPAM)
Interruption

SEO
Blogging
Social Media
Attrac...
Build Marketing Magnets

Blogs

Interactive
Tools

Photos &
Infographics

Videos &
Podcasts

Presentations
& eBooks
Inbound is good karma.
And it’s cheaper.
Quality content is an annuity.
Blog

Paid

Month 1

• 12 Blog Posts @ $100/post = $1200
• 500 views/post
Total Views: 6,00...
Quality content is an annuity.
Blog

Paid

Month 1

• 12 Blog Posts @ $100/post = $1200
• 500 views/post
Total Views: 6,00...
2

An Inbound Marketing
Example
Paulo is in the market
for metal stamps. He’s
curious about pricing.
He finds a helpful
article from the
Kenmode company.
He reads the article,
then clicks on the call
to action at the end.
He submits his contact
info so he can
download the eBook.
A few days later he comes back and spends 30 minutes on the
site learning about metal stamping and Kenmode’s products.
Paulo Turner

Kenmode collects
Paulo’s information in
its marketing contact
database, and uses it to
personalize their:
•
...
While Paulo’s still on the site, Laura, Kenmode’s
sales rep, reaches out to him with a phone call.
Paulo signs a contract ...
Buy
Lists

Email
Them

25%
Unsubscribe

Buy More
Lists

Email
Them
3

How to get started with
Inbound Marketing
Start with your
buyer persona.
Who are you
trying to attract?
Tips for your buyer persona
1.
2.

3.
4.
5.
6.

Formalize your persona
profile in internal
documents
Follow your customers...
Where is your problem?
Where is your problem?

1000

20%

200

10%

20
Where is your problem?

1000

20%

200

10%

20
Build Traffic With Content
Web pages are lottery tickets.
To print tickets, write blog posts.
Publish your blog in HubSpot.
“This won’t work in my industry!”

189% increase in traffic.

700% increase in
search traffic.

13x increase in traffic.
“I don’t have anything to write about!”
Masonry Products
• How to build an outdoor fireplace on a budget.
• Planning an ou...
Five Quick Blogging Tips
1. Commit to 2 or 3 posts/week.
2. Put it on your company domain (e.g.,
hubspot.com).
3. Allow re...
How can you build
traffic with social
media?
Listen and share.
Monitor social media in HubSpot.
Five Quick Social Media Tips
1. Automatically publish your blog posts to your social
channels.
2. Monitor the keywords tha...
Optimize your website.

Are your pages
using the right
keywords?

Is it easy to share
your content?

Is it accessible
on m...
Use Marketing Grader for Tips

Free assessment tool at: marketing.grader.com
Where is your problem?

10,000

1%

100

10%

20
Where is your problem?

10,000

1%

100

10%

20
How do you generate leads?
Experiment With Different Offers
Create a Give-Get With Landing Pages
Mo Landing Pages, Mo Leads
Build Landing Pages in HubSpot
Test Variants of Landing Pages & CTAs
Where is your problem?

10,000

20%

2,000

1%

20
Where is your problem?

10,000

20%

2,000

1%

20
Inbound sales is like sales at

(It’s driven by context.)
My wife’s Amazon

My Amazon
Personalize & Automate Email
Personalize Your Website
Track prospects’ social activity.
Use the activity to drive sales.
Paulo Turner
No Context

Context
4

Final Thought
There’s a ton here.
How can any normal person be
expected to master it?
Questions?

Check my Twitter feed for the slides: @rickburnes
Free tools to help with inbound marketing and sales:
marketi...
How to Get Started With Inbound Marketing
How to Get Started With Inbound Marketing
How to Get Started With Inbound Marketing
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How to Get Started With Inbound Marketing

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A quick introduction to inbound marketing. The presentation introduces the concept of inbound marketing, gives an example of an inbound lead that ends up buying, and drills into key inbound tactics -- blogging, social media, landing pages, calls-to-action and lead nurturing.

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  • How many of you have made a purchase recently -- heard a radio add gone out and bought it.-- tv add-- print add-- direct mail
  • Fancy font treatment maybe small graphic
  • How to Get Started With Inbound Marketing

    1. 1. How to get started with inbound marketing. Rick Burnes (@rickburnes)
    2. 2. 1 2 3 4 What is inbound marketing? Example: How inbound marketing works. Inbound marketing tactics (attract, convert, close) Q&A
    3. 3. 1 What is inbound marketing?
    4. 4. The old marketing playbook is 86% 91% skip TV ads unsubscribe from email BROKEN. 44% of direct mail is never opened 200M on the Do Not Call list
    5. 5. Because the customer is in control.
    6. 6. TRADITIONAL INBOUND vs. Cold Calling Print Advertising Cold Emails (SPAM) Interruption SEO Blogging Social Media Attraction
    7. 7. Build Marketing Magnets Blogs Interactive Tools Photos & Infographics Videos & Podcasts Presentations & eBooks
    8. 8. Inbound is good karma.
    9. 9. And it’s cheaper.
    10. 10. Quality content is an annuity. Blog Paid Month 1 • 12 Blog Posts @ $100/post = $1200 • 500 views/post Total Views: 6,000 Total Budget: $1200 • $.20 Cost per click Total Views: 6,000 Total Budget: $1200 Month 2 • 12 Blog Posts @ $100/post = $1200 • 500 views/post new posts • 200 views/post on 12 old posts Total Views: 8,400 Total Budget: $1200 • 12 Blog Posts @ $100/post = $1200 • 500 views/post Total Views: 6,000 Total Budget: $1200 Month 3 • 12 Blog Posts @ $100/post = $1200 • 500 views/post new posts • 200 views/post on 24 old posts Total Views: 10,600 Total Budget: $1200 • 12 Blog Posts @ $100/post = $1200 • 500 views/post Total Views: 6,000 Total Budget: $1200
    11. 11. Quality content is an annuity. Blog Paid Month 1 • 12 Blog Posts @ $100/post = $1200 • 500 views/post Total Views: 6,000 Total Budget: $1200 • $.20 Cost per click Total Views: 6,000 Total Budget: $1200 Month 2 • 12 Blog Posts @ $100/post = $1200 • 500 views/post new posts • 200 views/post on 12 old posts Total Views: 8,400 Total Budget: $1200 • $.20 Cost per click Total Views: 6,000 Total Budget: $1200 Month 3 • 12 Blog Posts @ $100/post = $1200 • 500 views/post new posts • 200 views/post on 24 old posts Total Views: 10,600 Total Budget: $1200 • $.20 Cost per click Total Views: 6,000 Total Budget: $1200
    12. 12. 2 An Inbound Marketing Example
    13. 13. Paulo is in the market for metal stamps. He’s curious about pricing.
    14. 14. He finds a helpful article from the Kenmode company.
    15. 15. He reads the article, then clicks on the call to action at the end.
    16. 16. He submits his contact info so he can download the eBook.
    17. 17. A few days later he comes back and spends 30 minutes on the site learning about metal stamping and Kenmode’s products.
    18. 18. Paulo Turner Kenmode collects Paulo’s information in its marketing contact database, and uses it to personalize their: • • • • Website Email to Paulo Social media monitoring Sales outreach
    19. 19. While Paulo’s still on the site, Laura, Kenmode’s sales rep, reaches out to him with a phone call. Paulo signs a contract with Laura a few days later.
    20. 20. Buy Lists Email Them 25% Unsubscribe Buy More Lists Email Them
    21. 21. 3 How to get started with Inbound Marketing
    22. 22. Start with your buyer persona. Who are you trying to attract?
    23. 23. Tips for your buyer persona 1. 2. 3. 4. 5. 6. Formalize your persona profile in internal documents Follow your customers home Collect assets and documents they use Conduct win/loss interviews Conduct user testing Keep updating the profile
    24. 24. Where is your problem?
    25. 25. Where is your problem? 1000 20% 200 10% 20
    26. 26. Where is your problem? 1000 20% 200 10% 20
    27. 27. Build Traffic With Content
    28. 28. Web pages are lottery tickets.
    29. 29. To print tickets, write blog posts.
    30. 30. Publish your blog in HubSpot.
    31. 31. “This won’t work in my industry!” 189% increase in traffic. 700% increase in search traffic. 13x increase in traffic.
    32. 32. “I don’t have anything to write about!” Masonry Products • How to build an outdoor fireplace on a budget. • Planning an outdoor fireplace. Five common mistakes to avoid. Fuel Additives • Diesel Truck Performance: Conventional Wisdom Examined • Engine Oil Treatment What One Can and Cannot Do Financial Services • Single Euro Payments Area: What You Need to Know • Legal Remedies for Oppressed Shareholders Bottom line: Blog about the questions your prospects ask.
    33. 33. Five Quick Blogging Tips 1. Commit to 2 or 3 posts/week. 2. Put it on your company domain (e.g., hubspot.com). 3. Allow readers to subscribe via email. 4. Constantly experiment and measure content. 5. Be patient. It will take at least three months to get traction.
    34. 34. How can you build traffic with social media? Listen and share.
    35. 35. Monitor social media in HubSpot.
    36. 36. Five Quick Social Media Tips 1. Automatically publish your blog posts to your social channels. 2. Monitor the keywords that your prospects are searching for. 3. Your audience will vary by channel; use different channels differently. 4. Focus on building your reach; make it easy for people to follow you. 5. Become an expert headline writer.
    37. 37. Optimize your website. Are your pages using the right keywords? Is it easy to share your content? Is it accessible on mobile devices?
    38. 38. Use Marketing Grader for Tips Free assessment tool at: marketing.grader.com
    39. 39. Where is your problem? 10,000 1% 100 10% 20
    40. 40. Where is your problem? 10,000 1% 100 10% 20
    41. 41. How do you generate leads?
    42. 42. Experiment With Different Offers
    43. 43. Create a Give-Get With Landing Pages
    44. 44. Mo Landing Pages, Mo Leads
    45. 45. Build Landing Pages in HubSpot
    46. 46. Test Variants of Landing Pages & CTAs
    47. 47. Where is your problem? 10,000 20% 2,000 1% 20
    48. 48. Where is your problem? 10,000 20% 2,000 1% 20
    49. 49. Inbound sales is like sales at (It’s driven by context.)
    50. 50. My wife’s Amazon My Amazon
    51. 51. Personalize & Automate Email
    52. 52. Personalize Your Website
    53. 53. Track prospects’ social activity.
    54. 54. Use the activity to drive sales. Paulo Turner
    55. 55. No Context Context
    56. 56. 4 Final Thought
    57. 57. There’s a ton here. How can any normal person be expected to master it?
    58. 58. Questions? Check my Twitter feed for the slides: @rickburnes Free tools to help with inbound marketing and sales: marketing.grader.com www.getsignals.com

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