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Introduction to Inbound Marketing

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An introduction to inbound marketing (inbound marketing, content marketing, search engine optimization, seo, social media, lead generation, blogging, analytics, etc.).

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Introduction to Inbound Marketing

  1. 1. Introduction to Inbound Marketing Romain Damery Marketing Manager RDA Enterprises, Inc. Twitter: @RomainDamery
  2. 2. Value of Inbound Marketing Inbound marketing pulls buyers into your business
  3. 3. What is Outbound Marketing?
  4. 4. Problem: Outbound Marketing Isn’t Working 800-555- 1234 Annoying Salesperson
  5. 5. Solution: Inbound Marketing Content SEO Social Media
  6. 6. Good News About Inbound Marketing Budget (Outbound) Brains (Inbound) Flickr: Joakim Jardenberg Flickr: Andrew Magill
  7. 7. More Good News: Lower Cost Per Lead Source: survey of hundreds of businesses: HubSpot.com/ROI
  8. 8. Success Drives Investment in Inbound Why Businesses Are Changing Marketing Budgets Source: Survey of hundreds of businesses from HubSpot.com/ROI
  9. 9. Key Questions to Get Started 1. Am I regularly creating new, share-worthy content? 2. Am I optimizing my content for search and social media? 3. Am I promoting my content in social media conversations? 4. Am I converting as many visitors into leads and sales as I can?
  10. 10. 4 Steps to Successful Inbound Marketing 1. Create 2. Optimize 3. Promote 4. Convert & Analyze
  11. 11. Step 1: Create Content 1. Create 2. Optimize 3. Promote 4. Convert & Analyze
  12. 12. Inbound Marketers are Publishers Stop thinking like a marketer or advertiser. Start thinking like a publisher and socializer.
  13. 13. Publish Everything, Everywhere
  14. 14. Blogging: A Great Way to Get Started Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  15. 15. What Gets Shared? Rarely Frequently Shared Shared • Product info • New market data • Software documentation • Educational content • Content about YOU • Content about your industry
  16. 16. Step 2: Optimize 1. Create 2. Optimize 3. Promote 4. Convert & Analyze
  17. 17. Google is Judge, Jury & Executioner HubSpot.com/cartoons
  18. 18. SEO = Context + Authority Ranking Algorithm: f(n): Context + Authority
  19. 19. 25% On-Page SEO (Context) 1. Page Title 2. Clean URL 3. Headers & Content 4. Description
  20. 20. 75% Off-Page SEO (Authority) Authority is Determined by Inbound Links
  21. 21. More and Better Content  Links Source: Data from selected websites using www.WebsiteGrader.com
  22. 22. Step 3: Promote 1. Create 2. Optimize 3. Promote 4. Convert & Analyze
  23. 23. Remember: It’s Not About You, EVER! HubSpot.com/cartoons
  24. 24. Target Your Content Target content to your marketing personas.
  25. 25. Create an Engaging Presence
  26. 26. Promote Content via Social Media Remarkable Content
  27. 27. Make Sharing Easy
  28. 28. Social Media Promotion Generates Leads & Sales Source: survey of hundreds of businesses: HubSpot.com/ROI
  29. 29. Step 4: Convert 1. Create 2. Optimize 3. Promote 4. Convert & Analyze
  30. 30. Put Calls to Action on All Your Content
  31. 31. Use Landing Pages with Forms
  32. 32. Track Your Conversion Rate & Analytics
  33. 33. Analyze Your Marketing
  34. 34. Inbound Marketing Summary Convert & Analyze
  35. 35. Thank You!  Watch free, online webinar classes taught by expert marketing professors at http://inboundmarketing.com  Learn about topics including social media, SEO, blogging, public relations, lead generation, marketing analytics, etc. For help with your inbound marketing, contact me at (212) 532-6125 or at rdamery@rdanet.com

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