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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.

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


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Transcript

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