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Inbound Marketing

Why has marketing been so severely disrupted? How does inbound marketing address those changes? What is inbound marketing?

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Inbound Marketing

  1. 1. Inbound Marketing
  2. 2. Jon DiPietro “Engineer by education, computer geek by choice, marketer by necessity.” Email: jon.dipietro@domesticatingit.com Twitter: @jondipietro Blog: domesticatingit.com/blog
  3. 3. While you were busyrunning your business… …the Internet caused the marketing world to spin in the opposite direction. It ripped control away from advertisers and put It back in the hands of the customers. Some industries were affected more than others but the Internet will eventually impose its will on all of them.
  4. 4. The Kakapo Parrot!For thousands of years, its greatest threat was overpopulation.So it developed a defense mechanism – crazy, ineffective mating rituals.
  5. 5. The Kakapo Parrot!When if finally faced predators after man arrived,it did the same thing that always saved it in the past…It stopped mating!!Many businesses do the exactsame thing when their environmentschange around them.This pulls them into the “BusinessDeath Spiral.”
  6. 6. 250,000200,000 Some Perspective Our anatomical evolution ended 200,000 years ago and our150,000 behavioral evolution completed 50,000 years ago. We evolved as social animals who100,000 communicated through stories and pictures. Printed and mass media are 600 50,000 and 100 years old respectively. Both are completely unnatural! 0 Anatomy Behavior Agriculture Printing Press Mass Media
  7. 7. SalvationMarketing has now come full circle back to our evolutionary roots. It has unpluggedThe Matrix. All you need to do is swallow the red pill and leave the outbound world behind.
  8. 8. Power ShiftThe Internet has shifted poweraway from the media gatekeepersand into the hands of the users.What has made this possible?
  9. 9. PowerShift:In 1965, Intel co-founderGordon Moore predicted thatthe number of transistors youcould fit on a chip woulddouble every 18 months. Thisbecame known as “Moore’sLaw” and has remainedremarkably accurate fornearly 50 years.The result is that storage andbandwidth are cheap enoughto give away. Thisdemocratization of computingpower allows websites likeYouTube, Flickr, Facebook andTwitter to provide theirservices for free. Democratization
  10. 10. PowerShiftMassive increases incomputing power led to Web2.0. As Clay Shirky says, “It’sas if when you bought a bookthey threw in the printingpress for free.” We’re allproducers now.But it also means that socialmedia users are also theowners. Twitter and Facebookdon’t create the content ormake the rules – we do. Web 2.0
  11. 11. PowerShiftThis new, perfect democracyuses a different currency thanold media. Companies usedto pay “x” dollars for “y”eyeballs.The currency of digitalmarketing is trust, not dollars. Trust
  12. 12. New Rules
  13. 13. New RulesWhy is trust the currency ofdigital marketing?It has to do with behavioralnorms, which are unwrittenrules that govern acceptablebehavior in differentsituations.Businesses are used todealing with economicnorms, which are verydifferent from social norms.Mixing norms can be verydangerous – a big reason whydates can be tricky.BECAUSE THE USERS OWNTHE MEDIUM IN SOCIALMEDIA, SOCIAL NORMS AREAT PLAY! Mixed Norms
  14. 14. New RulesSo how does a companyabide by social norms andacquire the digital marketingcurrency of trust?The same way humans buildtrust with new relationships:We give gifts to prove wemean no harm. Gift Economy
  15. 15. SearchEvolutionThis graph is from a WiredMagazine article titled TheWeb Is Dead, Long Live theInternet. It illustrates how thepercentage of Internet trafficdedicated to serving up webpages has been decliningsince 2000.This means that more andmore activity is taking placein walled gardens wheresearch engines can’t help you.It means mobile and social. Search Evolution
  16. 16. Now what?
  17. 17. Outbound is broken!Every traditional They are eithermarketing and being replace oradvertising compromisedmedium is by disruptivebeing technologies.marginalized.
  18. 18. Outbound is broken! 800-555-1234 Annoying Salesperson
  19. 19. InboundMarketingLuckily there is an alternativethat works;inbound marketing. Lower cost per lead
  20. 20. InboundMarketing All the cool kids are doing it…
  21. 21. Inbound Marketing Now that you know why inbound marketing is necessary and how it works… What is inbound marketing?
  22. 22. InboundMarketing CreateComprised of five steps:1) Create remarkable content Analyze Optimize2) Optimize it for search3) Promote it via social media4) Convert visitors to leads5) Analyze, rinse and repeat Convert Promote Five Steps
  23. 23. Step One:Content RemarkableRemarkable means contentthat people want to sharewith their friends andcolleagues.Readable means short words Readablein short sentences in shortparagraphs with compellingheadings, bullets and whitespace. Make it easily scannedand easy on the eyes.Sharable means including Shareablesocial media share andsubscribe buttons that makeit easy for readers to passalong. Blogging = perfect content machine
  24. 24. Step One:ContentProvide value first (andestablish trust) instead ofcranking up the volume andshouting louder. Value vs. Volume
  25. 25. Step Two:OptimizeSocial signals are highlycorrelated to high placementin search results. Backlinksare also critical.Ignoring social media canhurt your search engineoptimization! Search Engine Optimization
  26. 26. Step Two:OptimizeWith outbound marketing, youcould always spend more toget more results. With socialmedia, it’s about popularity. Popularity vs. Payola
  27. 27. Step Three:PromoteIn his book The TippingPoint, Malcolm Gladwelltheorizes that messages don’tgo viral from person-to-person, but from group-to-group.Set up your social mediastrategies to focus on interestgroups and segments ratherthan individuals. Social Media
  28. 28. Step Three:Promote MeSuccess in social media isabout providing value, notself-promotion.Nobody cares about yourproducts or services: Theyonly care about how you cansolve their problem. I Myself Selfless vs. Selfish
  29. 29. Step Four:Convert 1) Call to actionLanding pages will make orbreak your success at digitalmarketing. They areresponsible for convertingvisitors to leads.They must include aclear, compelling call toaction with a low-frictionconversion form. 2) Conversion form Landing Pages
  30. 30. Step Four:ConvertClear messages lead toconversions.Confusing messages lead toabandonments. Clear vs. Confusing
  31. 31. Step Five:AnalyzeWeb analytics close the loop:How many conversions?Where did they come from?How much did they earn?How much did they cost? If it can’t be measured, it can’t be managed.
  32. 32. Step Five:Analyze“I know half my advertising isworking, I just don’t knowwhich half.”Everything about digitalmarketing is measurable. Sostop guessing and startmeasuring! Data vs. Dice
  33. 33. InboundMarketingThe playing field has beenleveled and marketingsuccess I not longer a slave toadvertising budgets. Wits vs. Wallets
  34. 34. More InformationEmail:jon.dipietro@domesticatingit.comBlog:domesticatingit.com/blogTwitter:@JonDiPietroFree Evaluation:http://www.domesticatingit.com/free-inbound-marketing-evaluation/

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Why has marketing been so severely disrupted? How does inbound marketing address those changes? What is inbound marketing?

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