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Inbound marketing Overview


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Inbound marketing Overview

  1. 1. Introduction to Inbound Marketing Amit Sati Twitter: @amitsati
  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: Andrew Magill Flickr: Joakim Jardenberg
  7. 7. More Good News: Lower Cost Per Lead Source: survey of hundreds of businesses:
  8. 8. Success Drives Investment in Inbound Source: Survey of hundreds of businesses from Why Businesses Are Changing Marketing Budgets
  9. 9. Key Questions to Get Started <ul><li>Am I regularly creating new, share-worthy content? </li></ul><ul><li>Am I optimizing my content for search and social media? </li></ul><ul><li>Am I promoting my content in social media conversations? </li></ul><ul><li>Am I converting as many visitors into leads and sales as I can? </li></ul>
  10. 10. 4 Steps to Successful Inbound Marketing <ul><li>Create </li></ul><ul><li>Optimize </li></ul><ul><li>Promote </li></ul><ul><li>Convert & Analyze </li></ul>
  11. 11. Step 1: Create Content <ul><li>Create </li></ul><ul><li>Optimize </li></ul><ul><li>Promote </li></ul><ul><li>Convert & Analyze </li></ul>
  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 -
  15. 15. What Gets Shared? Rarely Shared Frequently Shared <ul><li>Product info </li></ul><ul><li>Software documentation </li></ul><ul><li>Content about YOU </li></ul><ul><li>New market data </li></ul><ul><li>Educational content </li></ul><ul><li>Content about your industry </li></ul>
  16. 16. Step 2: Optimize <ul><li>Create </li></ul><ul><li>Optimize </li></ul><ul><li>Promote </li></ul><ul><li>Convert & Analyze </li></ul>
  17. 17. Google is Judge, Jury & Executioner
  18. 18. SEO = Context + Authority Ranking Algorithm: f(n): Context + Authority
  19. 19. 25% On-Page SEO (Context) <ul><li>Page Title </li></ul><ul><li>Clean URL </li></ul><ul><li>Headers & Content </li></ul><ul><li>Description </li></ul>
  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
  22. 22. Step 3: Promote <ul><li>Create </li></ul><ul><li>Optimize </li></ul><ul><li>Promote </li></ul><ul><li>Convert & Analyze </li></ul>
  23. 23. Remember: It’s Not About You, EVER!
  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:
  29. 29. Step 4: Convert <ul><li>Create </li></ul><ul><li>Optimize </li></ul><ul><li>Promote </li></ul><ul><li>Convert & Analyze </li></ul>
  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. Get Certified in Inbound Marketing <ul><li>Watch free, online webinar classes taught by expert marketing professors </li></ul><ul><li>Learn about topics including social media, SEO, blogging, public relations, lead generation, marketing analytics, etc. </li></ul><ul><li>Get certified in inbound marketing! </li></ul>Enroll in IMU at .