Inbound Marketing & Social Media marketing can be free and organic, but always take time. Here are our 27 favourite tools to get more done, better, automated, so that we focus on content ideas and strategy. (Starts slide #17 if you are not interested in the quick introduction to inbound & social media marketing)

1. 27 SOCIAL MEDIA
HACKS
HOW TO 80/20 YOUR ENTIRE INBOUND MARKETING
(HACKS START PAGE #17 IF YOU WANT TO SKIP OVER THE PRESENTATION ON INBOUND MARKETING
AND SOCIAL MEDIA MARKETING FUNDAMENTALS & TRENDS)
Why manually Tweeting pictures of your X-Mas party 8 times a day won’t get you anywhere

2. A QUICK WORKING PRESENTATION OF INBOUND
MARKETING / SOCIAL MEDIA MARKETING
• Social media marketing is the use of social media platforms and websites to promote
product or service.
• Most of these social media platforms have built-in data analytics tools, to track the
progress, success, and engagement of campaigns.
• Companies address a range stakeholders through social media marketing: Current and
potential customers, current and potential employees, journalists, influencers and the
general public.
• Strategically, social media marketing relies on running campaigns, setting governance,
setting the scope (e.g. more active or passive use) and desired social media "culture" and
"tone".
• User generated content (e.g., online comments, product reviews, etc.), are known as
“earned media” as opposed to marketer-prepared advertising copy.

3. Inbound marketing is a marketing philosophy and general set of techniques for drawing
customers to products and services via content marketing, social media marketing and search
engine optimisation.

4. THE INBOUND METHODOLOGY
(Courtesy of / for more information refer to www.hubspot.com who pretty much invented the term, and
market the best, most advanced, most expensive suite of inbound marketing tools out there)

5. • Cost effective:
• "If you have more money than brains, you should focus on Outbound Marketing. If you
have more brains than money, you should focus on Inbound Marketing.” - Guy
• Increasing ROI as customers buying habits support it
• Outbound marketing is a strategy in which a business advertises its products and
services by providing information to the consumers even if they are not looking for
those products or services. “Interruptive marketing.” Businesses do this via the use of
television, print ads, direct mailers, radio, trade shows and more. Interruptive, poorly
timed, expensive and are difficult to track the actual ROI.
• Inbound Marketing is a strategy that focuses on pulling the customer to you, using
collaborative, engaging valuable conversations online. Creating relevant content,
implementing search engine optimization strategies and utilizing social media.
Prospective customers are warmed toward your products once they find you because
they have already expressed an interest in your type of business by performing some
type of search. Inbound marketing delivers 54% more leads than traditional outbound
marketing.
1) FUNDAMENTALS & TRENDS: INBOUND MARKETING

6. 1) FUNDAMENTALS & TRENDS: INBOUND MARKETING
• Have a why:
(See: Simon Sinek’s watershed book or TED Talk here: https://goo.gl/QV7k6Y)
• Listen to your core audiences:
Know who they are, most importantly what they care about, and even more what they struggle with
• Offer value, and valuable content: Address issues, offer genuine advice and tips:
Do not fake it. Offer value. Not pictures of your cat that you brought to the X-Mas party
The value can sometimes be peripheral, but real: Humour, Social Status
• Nurture leads
No going in for the kill. No boiler room closers need apply.
• Talk about your audiences, their concerns, not about yourself
• Capture traffic, and convert it into SMART Business Goals

7. The inbound marketing approach, seen from the buyer’s stage (Courtesy: www.hubspot.com)

8. INBOUND MARKETING – SEEN AS THE MOST BASIC
PROCESS:
• Content
• https://www.linkedin.com/pulse/10-tips-commit-professional-suicide-linkedin-
st%C3%A9phane-malhomme?trk=mp-author-card
• Call to Action
• (You will find 2 in the content above, one at the beginning, nestled in the lead of the
blog, destined to my B2B prospects, and one at the bottom for B2C prospects)
• Landing Page
• https://www.jobologies.com/your-free-social-media-strategy-checklist/
• (In this case the landing page is, specifically, an “email magnet” which is the most
common type of landing pages for the purposes of social media marketing and
inbound marketing).

9. 2) FUNDAMENTALS & TRENDS: SOCIAL MEDIA MARKETING
• Visibility (Reach, network size, content
cycle, etc.) * Authority (Social proofing,
case studies, endorsements, etc.) * Conversion
• Main platforms and their #1 use:
• LinkedIn (B2B Leads Gen) Facebook (Lookalike audiences)
• Twitter (Social Listening) Instagram (CPM buy)
• Periscope, Snapchat, Whatsap, etc.
• Content is still King:
• Old / Obsolete: Text Minimum: Text + Great picture
• Good: Video Great: AR / VR

10. 2) FUNDAMENTALS & TRENDS:
SOCIAL MEDIA MARKETING
• Social media is not free:
• Time expenditure can be high, at outset
especially. Sunk investment: Most clients
need 3-6 months to yield results and get RoI
(SEO around 2 years)
• Also: Rise of hybrid content (See FB or LinkedIn’s increasingly limiting content display
rules)
• Content fatigue: There is more and more noise out there (Twitter particularly)
• Optimise RoI with a variety of CMMS of different quality, breadth and cost:
• Buffer & Hootsuite
• Hubspot

11. • Social media is not free (Continued):
• Social media can yields some organic visibility and authority (Power of viral content,
Power of 3rd party endorsement) Still takes time and/or $.
• … But there again, so does SEO (and much lower RoI by now)
• Most large social media platforms (LI, FB, Twitter at least) offer the possibility of direct
advertising on the platform, through CPM’s mostly.
• Contrary to inbound principles but SO TARGETED it can occasionally be the best option!
• Rise of hybrid content
• Influencer marketing – Typically a paying relation, directly with the influencer or
mediated by a service supplier.
2) FUNDAMENTALS & TRENDS: SOCIAL MEDIA
MARKETING

12. A FOOL-PROOF ACTION ITEMS LIST
BEFORE VISIBILITY & CONTENT
• Grow your network size (# of connections and reach at 1st, 2nd, 3rd degrees)
• Build your on-page credibility, authority, expertise (Endorsements & Recommendations)
• Conduct social proofing: Followers of your Co. Page / Showcase Pages
• Define and document your core audiences (3-4 to start) For Sales & Mkg. SEO.

13. AFTER CONTENT
• Produce and Promote smart, targeted content on LI (Wall, Groups, Pulse)
• Best practices: 50/50 of your time should be split between production and
of your content
• Convert visibility into leads, outcomes or at least measured branding
• Call to Action: Insert multiple ones in your content
• Landing Page: There is a quadrillion articles online about landing page optimisation
• Close your leads.
• Learn how to use a free, high-perf. email server (Mailchimp + Insightly) Do some
testing, measure your hard / soft bounces, etc.
• Pick up the phone. Take the relationship offline.
• Measure and Repeat

14. • Increasing the visibility of a website in a search engine’s unpaid results - often referred to as
"natural", “organic” or "earned" results. (UNPAID / INBOUND)
• The earlier (or higher ranked on the search results page), and more frequently a site appears in the
search results list, the more visitors it will receive from the search engine's users (Inventory)
• SEO may target different kinds of search: Image, local, video, news, industry specific vertical search
engines
• It’s not just Google
• Search engines do not reveal their code (Whitehat / Blackhat SEO)
• Winner takes all: First page gets >90% of the views. Of which First 3 links >60%
• SEO is the organic result for search made on Google. It is often mistaken with PPC campaigns. Pay-per-click
are:
• Biddable Media
• Also increasingly complex and now fantastically competitive
• High intent / High cost
3) Fundamentals & Trends: SEO

15. • Main tools:
• Content and UX by a long shot
• Content: Still best factor. All search engine does is create rules to ascertain value of content
and serve it in priority. Good content = Good SEO
• UX: On par / close second. How your visitors use your site, how long they stay, how much do
they interact, how long does each page take to load on average, etc.
• Site indexation, sitemap, general health of the website (no broken links, broken CSS,
WordPress plugins unresponsive, etc.)
• Keyword density: Now contextual semantical analysis:
• Jogging equipment buy online = Running gear ecommerce site
• Alt Text of pictures
• Meta-Tags
3) Fundamentals & Trends: SEO

16. S.M. & INBOUND AS AN
INTERNAL ACTIVITY
• Exponential in nature, each
“quarter” of the quadrant
multiplies the efficiency of the
other 3.
• Perfectly suited to measurement,
analytics, and continuous
improvement.

17. GENERAL PRODUCTIVITY: #1 – TRELLO.COM

18. GENERAL PRODUCTIVITY: #2 – DOODLE.COM

19. GENERAL PRODUCTIVITY: #3 – CALENDLY.COM

20. GENERAL PRODUCTIVITY: #4 – IF THIS THEN THAT.COM

21. GENERAL PRODUCTIVITY: #5 – CANVA.COM

22. GENERAL PRODUCTIVITY: #6 – RESCUETIME.COM

23. S.M.M. HACKS #1 –CONTENT MARKETING: BUFFER.COM

24. S.M.M. HACKS #2 –CONTENT MARKETING: BUFFER.COM

25. S.M.M. HACKS #3 –CONTENT MARKETING: EVERNOTE.COM

26. S.M.M. HACKS #4 – ANALYTICS: SOCIAL SEARCHER.COM

27. S.M.M. HACKS #5 – EMAIL MARKETING: HUBSPOT.COM

28. S.M.M. HACKS #6 – SOCIAL NETWORKING: DISCOVERLY.COM

29. S.M.M. HACKS #7 – SOCIAL NETWORKING: BUZZSUMO.COM

30. S.M.M. HACKS #8 – SOCIAL NETWORKING: BUZZSUMO.COM

31. S.M.M. HACKS #9 – SOCIAL INFLUENCING: CROWDFIRE.COM

32. S.M.M. HACKS #10 – SOCIAL LISTENING: CROWDFIRE.COM

33. S.M.M. HACKS #11 – CONTENT MARKETING: BUZZFEED.COM

34. S.M.M. HACKS #12 – CONTENT MARKETING: MASHABLE.COM

35. SEO HACKS #1 – KEYWORDS: ADWORDS.COM

36. SEO HACKS #2 – KEYWORDS: KEYWORD FINDER.COM

37. SEO HACKS #3 – ANALYTICS: META SEO INSPECTOR.COM

38. SEO HACKS #4 – U.X.: HOTJAR.COM

39. EMAIL MARKETING #1 – ANALYTICS: MAILCHIMP.COM

40. EMAIL MARKETING #2 – ANALYTICS: REBUMP.COM

41. EMAIL MARKETING #3 –
ANALYTICS:
COSCHEDULE.COM

42. EMAIL MARKETING #4 – BOOMERANG/RESPONDABLE.COM