With INBOUND MARKETING Traffic, Leads
& Customers

What gets us into trouble
is not what we don’t know. It’s what we know for sure that just ain’tso. -MARK TWAIN

Hi, I’m @dharmesh

There is one thing I
have some experience with…

GROWTH! FOUNDED 11,000+ customers INVESTED
IN 50+ startups CREATED 400,000+ members

It’s a book about how
to grow with inbound marketing. and I co-wrote this… inboundbook.com

There’s a fundamental dilemma with
marketing...

MANY THINK MARKETING IS
VIL.

It’s why marketers don’t get
much love. Less Trusted More Trusted Stockbrokers Lawyers Car Sales Lobbyists Marketers Gallup Poll, 2013

But, marketing doesn’t have to
be evil.

There’s a way to market
that people LOVE. It’s called INBOUND MARKETING.

Not only is inbound marketing
a more humanapproach, it’s also more effective.

You might be wondering…

What is inbound marketing?
1

Here’s how
old-school marketing works…

Start with a budget (big
or small)

Then, use that budget to
interrupt your way into people’s lives.

There are a few problems
with this approach.

NOBODY wakes up and thinks:
“I hope I get interrupted today.”

95% of people don’t like
being interrupted.

The other 5% hateit.

We’re all getting better and
better at blocking out unwanted messages.

Interruptive marketing is an arms
race for attention.

Your well-heeled competitor has a
massive marketing budget. And you… not so much. .

You can’t out-spend the behemoths.
Not only do they have more money, they have fewer brain cells. (and they’re not afraid to ignore them!)

You’re not really buyingattention, you’re
rentingit.

Ads are TEMPORARY. When you
stop paying the “rent”, you stop getting the attention.

33 “OK fine. I don’t
want to annoy people. What’s a better way?”

INBOUND
MARKETING

Inboundtakes the marketing people know
(and hate)

It’s a different, more empathetic
approach to marketing.

It’s about people, instead of
annoying them ATTRA

It’s about out-thinking your competitors,
not out-spending them.

It also helps you get
long-term leverage. you

“I like the sound of
that… …tell me more.”

It’s simple. (but not easy)
It’s about providing value instead of pushing your way in.

And the most common way
to do that is to create content that’s helpful.

Some types of content you
can create… Blogs Photos & Infographics Videos & Podcasts Presentations & eBooks Software/ Tools (This deck is a good example. It promotes the Inbound Marketing book.)

The best place to start
creating content is to start a…

Warning: INBOUND TAKES WORK! Youcan’t
just sit back and relax.

In short…

CREATE
KICK-ASS CONTENT

So that’s a bit about
strategy and philosophy. Now, let’s dig in to some details.

To better understand this, here’s
a typical flow…

Blogging CMS Social SEO Email
Nurturing Landing Pages Calls-to-action Sales Analytics CRM Typical applications needed for marketing.

Blogging Website Pages Social SEO
Email 2.0 Landing Pages Calls-to- action Analytics CRM “Top Of The Funnel” is about pulling visitors to your website.

Blogging Website Pages Social SEO
Email 2.0 Landing Pages Calls-to- action Analytics CRM “Middle Of The Funnel” is about converting visitors to leads or customers after they visit your site.

How do I attract visitors?
2

Did you know there are
5.9 BILLION daily searches on ? (me neither, had to look it up)

Maybe a few of those
people would be interested in yourproduct?

You need to know at
least the basics of Search Engine Optimization (SEO)

Search engines are raining free
traffic. SEO is about catching some of it. (Note: It’s not quite that easy. SEO takes work too.)

“Wait. Can’t I just buy
pay-per-click (PPC) ads?”

Yes, you can. PPC ads
are a great way to learnwhat works.

But, it’s really hard to
get any leverage. Oh, and also…

Why pay to reach the
20%, when the other 80% are freelow marginal cost?

Outbound Marketing

And have those assets pull
people in.

So, invest in organic search.
As ye SEO, so shall ye reap.

There’s a chapter on it
in the book. Want to learn more about SEO? inboundbook.com

ONCE UPON A TIME, SEO
was about clever tricks to get a web page to rank.

Smart SEO experts will tell
you: Don’t try these tricks, they can be toxic. (I’ll tell you the same thing)

The first step in SEO
is picking the search keywords you will focus on.

Be mindful about the keywords
you pick.

You want keywords that have
decent search volume. (people search for that word/phrase)

Most clicks go to links
on the first page of results. So, pick key words where you have a fighting chance.

Don’t pick keywords that are
so competitive that you’ll never rank well. (Don’t pick a fight with a ninja)

Now, prepare for the advice
on SEO you will ever hear... (at least from me)

Solve for the searcher not
the search engine. Happy Humans = Happy Google Happy Google = Better Rankings

Don’t mass produce content. To
succeed, you need to stand-out.

Relevant, useful content makes humans
happy.

Fast web sites make humans
happy.

Clear, well designed sites make
users happy. Invest in great design and user experience.

Mobile friendly websites make people
happy.

Once you’ve created content, and
optimized it. The next step is to spread it.

That’s where social media can
help.

First, make it dead-simple to
share your content. Put sharing buttons on your site. The easier it is to share, the more people will share it.

For social to work, you’ll
need followers (talking to yourself is not much fun)

What’s the best way to
get fans? Create value for the connections you hope to get someday.

Don’t try and automate getting
fans or followers.

Numbers may go up, but
your brand goes down.

How I do I convert
visitors? 3

So, you’re creating a bunch
of great content, rockin’ on social and people are starting to visit your website.

It’s not a torrent of
traffic, but everyone starts somewhere. Now, you need to start converting these random visitors.

Based on your business, you
want them to become: 1.users 2.leads 3.customers

First thing you should do:
Implement “Calls To Action” GET FOUND, READ THE INBOUND BOOK

Other examples SIGN UP FOR
FREE 30-DAY TRIAL SCHEDULE A DEMO BUY NOW (money back guarantee)

Who do I hire for
marketing? 4

You want someone that’s going
to jump in and start helping your future users/customers.

Digital Citizen Analytically Driven Content
Creator Reach Builder

Where can I learn more?
5

Tech savvy marketers you should
learn from HitenShah @hnshah KISSmetrics Sean Ellis@seanellis GrowthHackers Leo Widrich@leowid Buffer Rand Fishkin@randfish Moz

Connecting marketers to great content,
and each other. (34,000+ members) Community you should join. inbound.org

What are the chances that
139 5-star reviews are wrong? And, it’s in paperback now. And of course, buy the book.  inboundbook.com

Read? Set? GET GROWING! Tell
your friends: Would love feedback on this deck: feedback@inboundbook.com inboundslides.com