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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

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