Inbound Marketing: The Definitive Guide to Trust-Based Growth
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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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Inbound Marketing: The Definitive Guide to Trust-Based Growth
- 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. While you were busy running 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.
- 5. The Kakapo Parrot! For thousands of years, its greatest threat was overpopulation. So it developed a defense mechanism – crazy, ineffective mating rituals.
- 6. 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 exact same thing when their environments change around them. This pulls them into the “Business Death Spiral.”
- 7. 250,000 200,000 Some Perspective Our anatomical evolution ended 200,000 years ago and our 150,000 behavioral evolution completed 50,000 years ago. We evolved as social animals who 100,000 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
- 8. Salvation Marketing has now come full circle back to our evolutionary roots. It has unplugged The Matrix. All you need to do is swallow the red pill and leave the outbound world behind.
- 9. Power Shift The Internet has shifted power away from the media gatekeepers and into the hands of the users. What has made this possible?
- 10. Power Shift: In 1965, Intel co-founder Gordon Moore predicted that the number of transistors you could fit on a chip would double every 18 months. This became known as “Moore’s Law” and has remained remarkably accurate for nearly 50 years. The result is that storage and bandwidth are cheap enough to give away. This democratization of computing power allows websites like YouTube, Flickr, Facebook and Twitter to provide their services for free. Democratization
- 11. Power Shift Massive increases in computing power led to Web 2.0. As Clay Shirky says, “It’s as if when you bought a book they threw in the printing press for free.” We’re all producers now. But it also means that social media users are also the owners. Twitter and Facebook don’t create the content or make the rules – we do. Web 2.0
- 12. Power Shift This new, perfect democracy uses a different currency than old media. Companies used to pay “x” dollars for “y” eyeballs. The currency of digital marketing is trust, not dollars. Trust
- 13. New Rules
- 14. New Rules Why is trust the currency of digital marketing? It has to do with behavioral norms, which are unwritten rules that govern acceptable behavior in different situations. Businesses are used to dealing with economic norms, which are very different from social norms. Mixing norms can be very dangerous – a big reason why dates can be tricky. BECAUSE THE USERS OWN THE MEDIUM IN SOCIAL MEDIA, SOCIAL NORMS ARE AT PLAY! Mixed Norms
- 15. New Rules So how does a company abide by social norms and acquire the digital marketing currency of trust? The same way humans build trust with new relationships: We give gifts to prove we mean no harm. Gift Economy
- 16. Search Evolution This graph is from a Wired Magazine article titled The Web Is Dead, Long Live the Internet. It illustrates how the percentage of Internet traffic dedicated to serving up web pages has been declining since 2000. This means that more and more activity is taking place in walled gardens where search engines can’t help you. It means mobile and social. Search Evolution
- 17. Now what?
- 18. Outbound is broken! Every traditional They are either marketing and being replace or advertising compromised medium is by disruptive being technologies. marginalized.
- 19. Outbound is broken! 800-555-1234 Annoying Salesperson
- 20. Inbound Marketing Luckily there is an alternative that works; inbound marketing. Lower cost per lead
- 21. Inbound Marketing All the cool kids are doing it…
- 22. Inbound Marketing Now that you know why inbound marketing is necessary and how it works… What is inbound marketing?
- 23. Inbound Marketing Create Comprised of five steps: 1) Create remarkable content Analyze Optimize 2) Optimize it for search 3) Promote it via social media 4) Convert visitors to leads 5) Analyze, rinse and repeat Convert Promote Five Steps
- 24. Step One: Content Remarkable Remarkable means content that people want to share with their friends and colleagues. Readable means short words Readable in short sentences in short paragraphs with compelling headings, bullets and white space. Make it easily scanned and easy on the eyes. Sharable means including Shareable social media share and subscribe buttons that make it easy for readers to pass along. Blogging = perfect content machine
- 25. Step One: Content Provide value first (and establish trust) instead of cranking up the volume and shouting louder. Value vs. Volume
- 26. Step Two: Optimize Social signals are highly correlated to high placement in search results. Backlinks are also critical. Ignoring social media can hurt your search engine optimization! Search Engine Optimization
- 27. Step Two: Optimize With outbound marketing, you could always spend more to get more results. With social media, it’s about popularity. Popularity vs. Payola
- 28. Step Three: Promote In his book The Tipping Point, Malcolm Gladwell theorizes that messages don’t go viral from person-to- person, but from group-to- group. Set up your social media strategies to focus on interest groups and segments rather than individuals. Social Media
- 29. Step Three: Promote Me Success in social media is about providing value, not self-promotion. Nobody cares about your products or services: They only care about how you can solve their problem. I Myself Selfless vs. Selfish
- 30. Step Four: Convert 1) Call to action Landing pages will make or break your success at digital marketing. They are responsible for converting visitors to leads. They must include a clear, compelling call to action with a low-friction conversion form. 2) Conversion form Landing Pages
- 31. Step Four: Convert Clear messages lead to conversions. Confusing messages lead to abandonments. Clear vs. Confusing
- 32. Step Five: Analyze Web 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.
- 33. Step Five: Analyze “I know half my advertising is working, I just don’t know which half.” Everything about digital marketing is measurable. So stop guessing and start measuring! Data vs. Dice
- 34. Inbound Marketing The playing field has been leveled and marketing success I not longer a slave to advertising budgets. Wits vs. Wallets
Editor's Notes
- Don’t hold questions until end – interactiveHow many sales/marketing?How many business owners?
- While you were busy running your business, the Internet caused the marketing world to spin in the opposite direction. It ripped control away from the advertisers and put it back into the hands of the customer. Everything has changed about the way companies get people to listen to their messages. Eventually, the Internet will impose its will on all of them.
- For thousands of years, the Kakapo parrot lived in isolation on New Zealand. For its entire evolutionary existence, its biggest threat to survival was overpopulation. As a result, it developed a defense mechanism, which was a series of mating rituals that made it extraordinarily – and comically – difficult to reproduce. But in the 1840’s a new threat emerged when humans introduced new predators. Like it had done for tens of thousands of years, its evolutionary instincts for self-preservation kicked in and the birds started to reproduce even less frequently and were nearly wiped out.What does this have to do with social media? It’s because most of you work for corporations who do the exact same thing as the Kakapo. As soon as a new threat to their existence appears, companies have a tendency to do that which had always allowed them to survive in the first place. And so it is with the introduction of social media. Instead of forming new adaptive behaviors, most companies are simply employing the same old strategies and tactics that served them well in the good old days of mass media and outbound marketing.
- For thousands of years, the Kakapo parrot lived in isolation on New Zealand. For its entire evolutionary existence, its biggest threat to survival was overpopulation. As a result, it developed a defense mechanism, which was a series of mating rituals that made it extraordinarily – and comically – difficult to reproduce. But in the 1840’s a new threat emerged when humans introduced new predators. Like it had done for tens of thousands of years, its evolutionary instincts for self-preservation kicked in and the birds started to reproduce even less frequently and were nearly wiped out.What does this have to do with social media? It’s because most of you work for corporations who do the exact same thing as the Kakapo. As soon as a new threat to their existence appears, companies have a tendency to do that which had always allowed them to survive in the first place. And so it is with the introduction of social media. Instead of forming new adaptive behaviors, most companies are simply employing the same old strategies and tactics that served them well in the good old days of mass media and outbound marketing.
- For thousands of years, the Kakapo parrot lived in isolation on New Zealand. For its entire evolutionary existence, its biggest threat to survival was overpopulation. As a result, it developed a defense mechanism, which was a series of mating rituals that made it extraordinarily – and comically – difficult to reproduce. But in the 1840’s a new threat emerged when humans introduced new predators. Like it had done for tens of thousands of years, its evolutionary instincts for self-preservation kicked in and the birds started to reproduce even less frequently and were nearly wiped out.What does this have to do with social media? It’s because most of you work for corporations who do the exact same thing as the Kakapo. As soon as a new threat to their existence appears, companies have a tendency to do that which had always allowed them to survive in the first place. And so it is with the introduction of social media. Instead of forming new adaptive behaviors, most companies are simply employing the same old strategies and tactics that served them well in the good old days of mass media and outbound marketing.
- How can we do this and why is it possible?The matrix has been unplugged.In addition to old outbound methods not working, major tech shifts opening new possibilities.With new ecosystems come new rules of engagement.Moving outbound strategies to inbound media doesn’t work.
- Power is shifting from owners to users.Ultimate form of pure democratization – everyone has unlimited choices and a voice.
- In 1965, Intel co-founder Gordon Moore predicted that the number of transistors on a chip would double every two years.He predicted this would continue for at least 10 years and looks to continue for at least another 5.Result – cost of storage and bandwidth approaching zero.Enables YouTube, Flickr, Twitter, FacebookYouTube – 2 billion videos per day, 24 hours every minuteFlickr – 4 billion imagesTwitter – over 100M registered users and more than 55M tweets per day (3% for Justin Bieber)Facebook – 500M users spend over 700B minutes per month
- Massive increases in computing power, storage and bandwidth enabled Web 2.0.Shirky – “It’s as if when you bought a book, they threw in the printing press for free.”We’re all producers and consumers now.
- In a pure democracy, we must gain peoples’ trust.Trust is replacing credibility – credibility can be bought, trust must be earned.Siskel & Ebert worked because people trusted one or the other.
- New ecosystem brings with it new rules
- Remember old Rece’s peanut butter cup commercials?Businesses running into same problem today – mixing economic and social norms.When channel is owned by business, economic norms in play & that’s OK.When channel is owned by users, social norms in play & that’s confusing.Example mixed norms – dating.Playing the Internet marketing game today means following a new set of rules.
- When you’re invited to someone’s home for first time, what’s customary?Gift are one of most effective and commons means for establishing social relationships.Thought leaders more and more referring to new “gift economy” where companies must establish social relationships with customers FIRST
- Wired magazine’s “The Web is Dead, Long Live the Internet” articlePure HTTP (web) traffic smaller and smaller proportion of totalReplaced by apps and APIs“walled gardens”Result – search engines less influentialSEM – old currency = links, new currency = people
- Every traditional marketing and advertising channel is being marginalized.Either being replaced or compromised by disruptive technologies
- Every traditional marketing and advertising channel is being marginalized.Either being replaced or compromised by disruptive technologies
- That’s what inbound marketing is all about
- Create remarkable contentOptimize it for searchPromote through social media (and traditional)Convert visitors to leads and leads to customersAnalyze, rinse and repeat
- The playing field has been leveled and marketing success is no longer a slave to advertising budgets.