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Introduction to Inbound Marketing Sean Zinsmeister Title:  Marketing Associate Company:  Rentcycle Twitter:  @SZinsmeister
About
“ It’s just Marketing…” --David Meerman Scott
Value   of Inbound Marketing Inbound marketing pulls buyers into your business
What is Outbound Marketing?
Where Outbound Lives
Where MORE people live 800-555-1234 Annoying Salesperson
Solution: Inbound Marketing Content SEO Social Media
Good News About Inbound Marketing Budget (Outbound) Brains (Inbound) Flickr: Andrew Magill Flickr: Joakim Jardenberg
More Good News: Lower Cost Per Lead Source: survey of hundreds of businesses: HubSpot.com/ROI
Success Drives Investment in Inbound Source: Survey of hundreds of businesses from HubSpot.com/ROI Why Businesses Are Chan...
4 Steps to Successful Inbound Marketing <ul><li>Create </li></ul><ul><li>Optimize </li></ul><ul><li>Promote </li></ul><ul>...
Step 1: Create Content <ul><li>Create </li></ul><ul><li>Optimize </li></ul><ul><li>Promote </li></ul><ul><li>Convert & Ana...
Inbound Marketers are Publishers Stop thinking like a marketer or advertiser . Start thinking like a publisher and sociali...
Traditional Marketing Funnel
Flip the Funnel <ul><li>Over 33% of Brand Advocates are rating and reviewing products or writing testimonials </li></ul><u...
Publish Everything, Everywhere
Blogging: A Great Way to Get Started Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
Step 2: Optimize <ul><li>Create </li></ul><ul><li>Optimize </li></ul><ul><li>Promote </li></ul><ul><li>Convert & Analyze <...
Google is Judge, Jury & Executioner HubSpot.com/cartoons
SEO = Context + Authority Ranking Algorithm: f(n):  Context   +  Authority
25% On-Page SEO (Context) <ul><li>Page Title </li></ul><ul><li>Clean URL </li></ul><ul><li>Headers & Content </li></ul><ul...
75% Off-Page SEO (Authority) Authority is Determined by Inbound Links
Link Building Strategy
More and Better Content    Links Source: Data from selected websites using www.WebsiteGrader.com
Step 3: Promote <ul><li>Create </li></ul><ul><li>Optimize </li></ul><ul><li>Promote </li></ul><ul><li>Convert & Analyze </...
Remember: It ’s Not About You, EVER! HubSpot.com/cartoons
Humanize
Target Your Content  Target content to your marketing personas.
Create an Engaging Presence
Utilize New Marketing Channels Remarkable Content
Hub and Spoke
Hub and Spoke
Make Sharing Easy
Social Media Promotion Generates Leads & Sales Source: survey of hundreds of businesses: HubSpot.com/ROI
Step 4: Convert <ul><li>Create </li></ul><ul><li>Optimize </li></ul><ul><li>Promote </li></ul><ul><li>Convert & Analyze </...
Put Calls to Action on All Your Content
Track Your Conversion Rate & Analytics
Analyze Your Marketing
Listen, Listen, Listen
Observation Marketing
Death of The Resume
Personal Branding
Inbound Marketing Summary Convert  & Analyze
Poke the Box
Introduction to Inbound Marketing Sean Zinsmeister Title:  Marketing Associate Company:  Rentcycle Twitter:  @SZinsmeister
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Inbound Marketing Today

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There no longer is Social Media Marketing, Inbound Marketing, and Traditional Marketing. It's just...Marketing.

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Transcript of "Inbound Marketing Today"

  1. 1. Introduction to Inbound Marketing Sean Zinsmeister Title: Marketing Associate Company: Rentcycle Twitter: @SZinsmeister
  2. 2. About
  3. 3. “ It’s just Marketing…” --David Meerman Scott
  4. 4. Value of Inbound Marketing Inbound marketing pulls buyers into your business
  5. 5. What is Outbound Marketing?
  6. 6. Where Outbound Lives
  7. 7. Where MORE people live 800-555-1234 Annoying Salesperson
  8. 8. Solution: Inbound Marketing Content SEO Social Media
  9. 9. Good News About Inbound Marketing Budget (Outbound) Brains (Inbound) Flickr: Andrew Magill Flickr: Joakim Jardenberg
  10. 10. More Good News: Lower Cost Per Lead Source: survey of hundreds of businesses: HubSpot.com/ROI
  11. 11. Success Drives Investment in Inbound Source: Survey of hundreds of businesses from HubSpot.com/ROI Why Businesses Are Changing Marketing Budgets
  12. 12. 4 Steps to Successful Inbound Marketing <ul><li>Create </li></ul><ul><li>Optimize </li></ul><ul><li>Promote </li></ul><ul><li>Convert & Analyze </li></ul>
  13. 13. Step 1: Create Content <ul><li>Create </li></ul><ul><li>Optimize </li></ul><ul><li>Promote </li></ul><ul><li>Convert & Analyze </li></ul>
  14. 14. Inbound Marketers are Publishers Stop thinking like a marketer or advertiser . Start thinking like a publisher and socializer.
  15. 15. Traditional Marketing Funnel
  16. 16. Flip the Funnel <ul><li>Over 33% of Brand Advocates are rating and reviewing products or writing testimonials </li></ul><ul><li>Over 60% of Brand Advocates are answering prospects’ questions </li></ul><ul><li>About 30% are sharing promotional offers with their social networks </li></ul>
  17. 17. Publish Everything, Everywhere
  18. 18. Blogging: A Great Way to Get Started Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  19. 19. Step 2: Optimize <ul><li>Create </li></ul><ul><li>Optimize </li></ul><ul><li>Promote </li></ul><ul><li>Convert & Analyze </li></ul>
  20. 20. Google is Judge, Jury & Executioner HubSpot.com/cartoons
  21. 21. SEO = Context + Authority Ranking Algorithm: f(n): Context + Authority
  22. 22. 25% On-Page SEO (Context) <ul><li>Page Title </li></ul><ul><li>Clean URL </li></ul><ul><li>Headers & Content </li></ul><ul><li>Description </li></ul>
  23. 23. 75% Off-Page SEO (Authority) Authority is Determined by Inbound Links
  24. 24. Link Building Strategy
  25. 25. More and Better Content  Links Source: Data from selected websites using www.WebsiteGrader.com
  26. 26. Step 3: Promote <ul><li>Create </li></ul><ul><li>Optimize </li></ul><ul><li>Promote </li></ul><ul><li>Convert & Analyze </li></ul>
  27. 27. Remember: It ’s Not About You, EVER! HubSpot.com/cartoons
  28. 28. Humanize
  29. 29. Target Your Content Target content to your marketing personas.
  30. 30. Create an Engaging Presence
  31. 31. Utilize New Marketing Channels Remarkable Content
  32. 32. Hub and Spoke
  33. 33. Hub and Spoke
  34. 34. Make Sharing Easy
  35. 35. Social Media Promotion Generates Leads & Sales Source: survey of hundreds of businesses: HubSpot.com/ROI
  36. 36. Step 4: Convert <ul><li>Create </li></ul><ul><li>Optimize </li></ul><ul><li>Promote </li></ul><ul><li>Convert & Analyze </li></ul>
  37. 37. Put Calls to Action on All Your Content
  38. 38. Track Your Conversion Rate & Analytics
  39. 39. Analyze Your Marketing
  40. 40. Listen, Listen, Listen
  41. 41. Observation Marketing
  42. 42. Death of The Resume
  43. 43. Personal Branding
  44. 44. Inbound Marketing Summary Convert & Analyze
  45. 45. Poke the Box
  46. 46. Introduction to Inbound Marketing Sean Zinsmeister Title: Marketing Associate Company: Rentcycle Twitter: @SZinsmeister
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