The Evolution of Inbound Marketing


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Becoming a Versatile Professional in the DARC Ages preso with the Baldwin-Wallace College PR Center by Keith Gutierrez, CEO and Byron Fernandez, CCO at Structure Marketing

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The Evolution of Inbound Marketing

  1. 1. The Evolution of Inbound Marketing Becoming a Versatile Professional in the D.A.R.C Ages2012 Baldwin-Wallace College PR Center Presented by Keith Gutierrez | Byron Fernandez Structure Building Remarkable Brands
  2. 2. The Marketing Landscape Online • Inbound Marketing • OutboundMarketing•Brand•Content•Public Relations Traditional • Inbound Marketing • Outbound
  3. 3. What is Inbound Marketing Inbound Pull Targeted Audience OnlineMarketing Audience Outbound Push
  4. 4. Inbound Marketing Methodology • Value Added Content • Search Engine Get Optimization Found • Social Media Marketing • Targeted Search Engine Marketing • Premium Content Offers • Requested Email MarketingInbound Convert • Calls-To-Action • Landing Pages withMarketing Conversion Forms • Lead Nurturing • Website & Blog Analytics • Multi-Variant Testing Analyze • Closed Loop Marketing Analytics
  5. 5. Inbound Marketing Software Brian Halligan Co-Founder, CEO Second Fastest Growing Software Company on Inc. 500 More than $60 million in venture capital funding to date Dharmesh Shah Co-Founder, CTO What is HubSpot?
  6. 6. Inbound Marketing Solutions Convergence of Art, Science and Technology
  7. 7. Inbound Marketing Professional Core Traits•Passion•Exceptional Writer, Communicator•Balanced, logical•Artistic, creative Brand•Vision, Purpose•Tech-Savvy•Intrinsically Motivated•Team Player INBOUND•Analytical – loves Data•Builds Relationships PR &•Attentive to Detail Social Content•Listens, Learns, Leads Media
  8. 8. What is D.A.R.C?D = Are Digital CitizensA = Have Analytical ChopsR = Have Web ReachC = Are Content Creators
  9. 9. Oh, the Places You’ll Go A Changing of the Guard•Digital Native: “The Millennial consumer”•Born between the mid-1970s and the late 1990s•Grew up immersed in the current “Golden Age” ofdigital technology•Mid-teens to mid-thirties•Represents almost a ¼ of the market•2017: Projected to have more spending power thanany other generation in America•Change agents: Incorporate technology and socialmedia to become more effective in business andclient relationships Note: Represents largest consumer base in the generation of digital influence. All consumer bases should be considered in digital markets.
  10. 10. FACT: Testable, Tried & True No More Rainbows & UnicornsMarketing Fantasy #199Marketing Fantasy #217 “It’s not about the communities you join; it’s about the CONNECTIONS you make there…” ~ Chris Brogan, co-author of Trust Agents
  11. 11. Are You IN? Digital Muster: Start FlexingJoin the IMU communityInbound Marketing University trainingprogram#IMU on twitter + 18 online classes + Training, preparation for Inbound Marketing Certification + Interactive tutorials, webinars with industry thought leaders and influencers NOTABLE PRESENTERS *Mike Volpe, Chief Marketing Officer at HubSpot *Todd Defren, SHIFT Communications *Ann Handley, *Lee Odden, TopRank Marketing online *Chris Brogan, New Marketing Labs *Rand Fishkin, SEOmoz *Brian Carroll, MEClabs and InTouch *Mitch Joel, Six Pixels of Separation
  12. 12. Go Where Others Are “Technology alone is not enough. Its technology married with liberal arts, married with the humanities, that yields the results that make our hearts sing“ – Steve Jobs
  13. 13. Success is about Making ThoseWho Believed in You Look Brillant Questions? Be Remarkable – “Your job is to get them to talk about you, and to do that by being remarkable in the first place” – Seth Godin
  14. 14. LinksFernandez, Byron. How to Make it in PR and Marketing: GetLost to Find Answers, TopRank OnlineMarketing (2011)Social Media Charlatans are Like Wile E. (2011)Gutierrez, Keith. Inbound Marketing Evolution: The Future ofNow Structure Marketing (2012)Halligan, Brian, Shah, Dharmesh. Inbound Marketing: GetFound Using Google, Social Media and Blogs (New RulesSocial Media Series) Wiley (2009) Hiring in the DARC Ages; excerpt from InboundMarketing (2012)Meerman Scott, David. The New Rules of Marketing and PR;Real-Time Marketing and PR; Newsjacking Wiley 2009-2012Redsicker, Patricia. Digital Natives: How they are Changingthe Content Marketing Game Content Marketing Institute(CMI) April 12, 2012
  15. 15. Recommended ReadingINBOUND MARKETING (Boston)Structure (Westlake, OH)HubSpot.comInbound Marketing UniversityInbound.orgPUBLIC (NYC)SpinSucks blog: Professional Development for PR and Marketing Pros (Chicago)MARKETINGTopRank Online Marketing (Minneapolis)MarketingProfs (Los Angeles)Marketing Agency Insider – (Cleveland)CONTENT MARKETINGContent Marketing Institute – (Cleveland) (NYC)
  16. 16. Building Remarkable Brands Convergence of Art, Science and Technology