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Inbound marketing
Inbound marketing
Inbound marketing
Inbound marketing
Inbound marketing
Inbound marketing
Inbound marketing
Inbound marketing
Inbound marketing
Inbound marketing
Inbound marketing
Inbound marketing
Inbound marketing
Inbound marketing
Inbound marketing
Inbound marketing
Inbound marketing
Inbound marketing
Inbound marketing
Inbound marketing
Inbound marketing
Inbound marketing
Inbound marketing
Inbound marketing
Inbound marketing
Inbound marketing
Inbound marketing
Inbound marketing
Inbound marketing
Inbound marketing
Inbound marketing
Inbound marketing
Inbound marketing
Inbound marketing
Inbound marketing
Inbound marketing
Inbound marketing
Inbound marketing
Inbound marketing
Inbound marketing
Inbound marketing
Inbound marketing
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Inbound marketing

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The fundamentals of Inbound Marketing

The fundamentals of Inbound Marketing

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  • 1. Get Found
  • 2.  People already learning or shopping
  • 3. TwoPronged Strategy Website a “Hub” for your industry Attract visitors naturally through search engines, blogosphere, and social media
  • 4. Inbound Marketing Earning , not buying Attention Findability Draw customers in
  • 5. Inbound Marketing….The magic Content, content and content
  • 6. Inbound Marketing…The Tools Blogs Podcasts Video eBooks eNewsletters
  • 7. Inbound Marketing…..The Tools Whitepapers Guides/Webinars SEO SMM Content Marketing
  • 8. Blogs Dicussion or Info Sites Posts in reverse chronological order Multi Author Blogs The rise of microblogging
  • 9.  Since 2005 30 Member Team Personal Bios Video, Podcasts and Posts Shareable easily
  • 10. Great Corporate Blogs Industrywise separate blogs Sub Categories Engaged Customers Community Solves Problems
  • 11. Great Corporate Blogs
  • 12. Outbound Marketing…….The Tools Outsourced Telemarketing Email Blasts to purchased list TV and Radio Ads Sales Fliers
  • 13. Outbound Marketing…….The Tools SPAM Telemarketing Traditional Advertising
  • 14. Outbound Marketing…..The Tools Trade Shows Seminar Series
  • 15. The Tools change….
  • 16. Outbound Marketing…why less effective today Reason 1 Inundated Creative ways of blocking  Caller ID  Spam Filtering  TiVo  DND
  • 17. Outbound Marketing…Why less effective today? Cost of learning and shopping using Internet much lower Search Engines Blogs Social Media
  • 18.  “Earn your way……………. “Do Not buy, beg or bug you way in” “David Meerman Scott”
  • 19. Inbound Marketing Works Best High Value Long Research Cycles Knowledge Based Product
  • 20. Five Stage Process Attract Traffic Convert Visitors to Leads Convert Leads to Sales Turn customers to repeat higher margin customers Analyze for continuing improvement
  • 21. Attract TrafficCreate Optimize Promote
  • 22. Create Website Content  Landing Pages  Whitepapers  Video Assets  Social Media Accounts
  • 23. Optimize Visibility through SEO Easily shareable through SMO A/B Testing
  • 24. Promote Campaigns  Social Media  PPC  Email  Outbound
  • 25. Convert Visitors to Leads UVPs CTAs Advanced Content
  • 26. Convert Leads to Sales Joint Marketing and Sales Effort Strategically written lead nurturing emails Properly timed warm calling Shorten sales cycle
  • 27. Turn customers into higher margin repeat customers Which content produces the best results Best Time in Funnel to deliver content Multiple-channel delivery
  • 28. Analyze What works? What could be improved?
  • 29. Three Generations of InboundMarketing Gen 1 : Brochure Gen 2: TOFU(Top of Funnel) Gen 3: MOFU
  • 30. Gen 1 : Brochure First Websites Me,Me Oriented Features and Benefits Failure to provide Solutions
  • 31. Gen 2 and Gen 3
  • 32. Gen 2 : TOFU Lots of high-quality problem-solving content Some free on Blog More Valuable Advanced Content behind form
  • 33. Gen 3:MOFU Content personalization Website gets smarter and smarter Understanding the users’ likes,needs and wants
  • 34. Intelligent Website Analysis Software Lots of Content
  • 35. Marketing Analytics…….Who? Who visits our sites?  Websites  Social Media Sites  Mobile Sites  Landing Pages  Microsites
  • 36. Marketing Analytics….Who? “People”, not statistics or indicators Objective: Build Relationships Segmenting visitors How and when to respond
  • 37. Marketing Analytics….What? What do they want? Give choices….Which direction? Multiple Landing Pages…A/B and Multivariate Testing “Triggers” Conversion rates Pathways
  • 38. Marketing Analytics…….Where? Where they hang out? Where they find my content? Which venue? When to post? What content attracts?
  • 39. Marketing Analytics…Why? Why do visitors become customers? Design:  Site Content  Navigation  Pathways  Choices  Interaction
  • 40. Marketing Analytics…To what degree? Which elements,campaigns, ideas generated the most revenue?

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