Inbound marketing

1,209 views

Published on

The fundamentals of Inbound Marketing

3 Comments
1 Like
Statistics
Notes
No Downloads
Views
Total views
1,209
On SlideShare
0
From Embeds
0
Number of Embeds
28
Actions
Shares
0
Downloads
25
Comments
3
Likes
1
Embeds 0
No embeds

No notes for slide

Inbound marketing

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

×