Why you should give a darn about inbound marketing


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  • So we had the lead generation call about needing everyone’s help generating leads for HelioPower. This talk is about how we start doing that. Welcome to Inbound Marketing 101.
  • First off, I figured some of you might be wondering who the hell I am as a number of us have not met yet.
  • Former Vice President of the Clean Energy Center, Program Manager for the Nevada Institute for Renewable Energy Commercialization and Project Engineer for DMB/Highlands Group in the development of Martis Camp. I have my B.S. in Civil Engineering from Cornell University and my MBA from the University of Nevada.
  • Alright, so I would like to kick things off with a question: What is the first thing that you do when you want to find something today?
  • Today we are going to go over why inbound marketing is a huge opportunity, how we can begin to make ourselves searchable, sharable and relational and the right ways to do that.
  • I know what you’re thinking, “But Dan, Why am I wasting my time with all of this online garbage – every minute I’m not on the phone is a minute is a minute wasted.” The thing is, online content works for your 24-7. And more importantly…
  • … There is a paradigm shift that has happened in marketing and lead generation: from interruption to permission
  • In the past it was all about whoever had the largest megaphone. Today communication with customers has changed from a one to many broadcast marketing into many-to-many
  • Where content is king
  • And word of mouth is on digital steroids
  • So back to that question, and our biggest topic for today. I know you are experts in your respective areas, but: When people are looking for you and for what you have to offer, do they find you?Let’s take a quick look
  • So you might just be thinking, okay, we need to focus upon SEO, or Search Engine optimization right?
  • Wrong. SEO is dead. That isn’t to say that we don’t care about search engines, but the fact of the matter is that Google got tired of people trying to word-smith their ugly sites into the perfect set of static words and often irrelevant content.
  • In 2011 Google rolled out their new search prioritization algorithm called Google PandaGoogle Panda takes their former pagerank algorithms from our SEO days and adds algorithms that look at quality of layout, reputation of authors, and even give penalties for over-optimization through SEO.So Where does that leave us?
  • In 2011 Google rolled out their new search prioritization algorithm called Google PandaGoogle Panda takes their former pagerank algorithms from our SEO days and adds algorithms that look at quality of layout, reputation of authors, and even give penalties for over-optimization through SEO.So Where does that leave us?
  • The basic idea of inbound marketing is that if people can’t find you when they are searching for what you have, you are doing something wrong. They way we get to the end goal is by: (see above)
  • If this doesn’t show the real picture, I don’t know what does.We are talking about building lots and lots of content, or social objects to help position every one of us as experts.
  • You might think Dan that’s great and all, but that only works for B2C businesses. Not true.Organizations are ficticious nouns. We call an organization a thing, a noun, but is really imaginary walls around the people who make up the organization.I am talking about building social objects – our centerpieces for a conversation between two peopleAnd it is even more important for B2B than B2C
  • And more importantly, the number’s don’t lie. Inbound marketing works for B2B
  • We just have to provide the right things to talk about
  • And share them with the right people.
  • What are social objects.
  • For instance, some statistics I have found say that 90+% of Water and Wastewater districts do not use Social Media. That may be true, but organizations are made out of people and when 69% of Americans have a Facebook profile and 89% of people search online before they buy, chances are there is somewhere online where they should be running into you.
  • Thank You
  • People are talking about you
  • This is building a base of content that doesn’t go away and it is additive over time.
  • Why you should give a darn about inbound marketing

    1. 1. Inbound Marketing 101 Daniel Herr
    2. 2. Dan Who?
    3. 3. Dan Who? B.S. Civil Engineering MBA
    5. 5. Today’s Topics • Inbound marketing is a huge opportunity • Being searchable, shareable, and relational is good for business and you personally • Proper operating principles are the key to success
    6. 6. Online Content works 24-7
    7. 7. Permission-Based
    8. 8. The facts: • 90% of consumers trust peer recommendations • 89% of consumers use search engines for purchase decisions • 42% believe in ghosts • 14% trust advertising Sources: AdWeek Dec 09, Edelman 2009, Poll Harris Interactive 2009, Fleishman Hillard – 2012 Digital Influence Index
    9. 9. Many-to-Many
    10. 10. Content is King
    11. 11. Word of Mouth is on digital steroids
    12. 12. Do they find you?
    13. 13. SEO is Dead
    14. 14. 1. Would you trust the information presented in this article? 2. Is this article written by an expert or enthusiast who knows the topic well, or is it more shallow in nature? 3. Does the site have duplicate, overlapping, or redundant articles on the same or similar topics with slightly different keyword variations? 4. Would you be comfortable giving your credit card information to this site? 5. Does this article have spelling, stylistic, or factual errors? 6. Are the topics driven by genuine interests of readers of the site, or does the site generate content by attempting to guess what might rank well in search engines? 7. Does the article provide original content or information, original reporting, original research, or original analysis? 8. Does the page provide substantial value when compared to other pages in search results? 9. How much quality control is done on content? 10. Does the article describe both sides of a story? 11. Is the site a recognized authority on its topic? 12. Is the content mass-produced by or outsourced to a large number of creators, or spread across alarge network of sites, so that individual pages or sites don’t get as much attention or care? 13. Was the article edited well, or does it appear sloppy or hastily produced? 14. For a health related query, would you trust information from this site? 15. Would you recognize this site as an authoritative source when mentioned by name? 16. Does this article provide a complete or comprehensive description of the topic? 17. Does this article contain insightful analysis or interesting information that is beyond obvious? 18. Is this the sort of page you’d want to bookmark, share with a friend, or recommend? 19. Does this article have an excessive amount of ads that distract from or interfere with the main content? 20. Would you expect to see this article in a printed magazine, encyclopedia or book? 21. Are the articles short, unsubstantial, or otherwise lacking in helpful specifics? 22. Are the pages produced with great care and attention to detail vs. less attention to detail? 23. Would users complain when they see pages from this site?
    15. 15. Inbound Marketing • Attract people to our business by providing relevant content • Build conversation and community around issues that matter to our customers
    16. 16. Real People
    17. 17. Social networks form around social objects, not the other way around – Hugh MacLeod
    18. 18. Social Objects are most trusted when they are shared among friends
    19. 19. Social Objects • Documents • Video • Audio • Pictures • Presentations
    20. 20. Second largest search engine in the world?
    21. 21. Relevant Content
    22. 22. Key to Online Content • Listen first • Be responsive • Be honest • Provide value • Sell last
    23. 23. Homework Assignment 1. Figure out what your customers are searching for when they look (or looked) for your product or service offering: – Where did they look? – What terms did they use? – What did they find first? – Who didn’t find you that should have? – What do you find when you search for your product? 2. What types of information can you provide that will help position you as the expert they find?
    24. 24. El Fin… Questions ? Discussion? Daniel Herr @DanHerr
    25. 25. People are talking about you • You earned everything they say about you
    26. 26. Your Brand • A Brand is a collection of Perceptions in the mind of a consumer
    27. 27. Your Brand • If you are not branding yourself, other people are doing it for you.
    28. 28. Brand Value • If people don’t select you, spread the word about you, or pay a premium for your services, it’s because they don’t recognize your value. • (Seth Godin)
    29. 29. Brand Value • What you can do uniquely well to help others address issues or solve problems that matter to them.
    30. 30. Brand Value • Who are you? • Who do you want to help? • How do you want to help them?
    31. 31. • Lead with Value • Wrap the personal around your value
    32. 32. • Our website should become hub of many to many interaction
    33. 33. • When we get started, people will show up • Well we gave it a couple of months and no one showed up, so let’s quit.
    34. 34. • It takes at least SIX MONTHS before you will see major demonstrable results and success from blogging