The document discusses inbound marketing methodology and digital marketing. It defines inbound marketing as a strategy that focuses on being found by customers rather than outbound strategies that require buying, begging or bugging customers. Key tactics of inbound methodology include digital marketing, content marketing, and social media participation. It then provides more details on digital marketing, content marketing, social media marketing, inbound marketing funnels, buyer personas, stages of a buyer's journey, content mapping methodology, and search engine optimization.

1. Inbound Methodology & Digital Marketing
Anisha Haldar
I/SA IBM,
Business Transformation Consultant

2. Inbound Vs Traditional Marketing
So What Counts As Inbound Marketing?
Inbound marketing is a marketing strategy that focuses on being found by customers. Inbound marketers earn their way in. On the contrary
Outbound marketers have to buy, beg or bug their way in.
Some most effective tactics of inbound methodology include digital marketing, content marketing & social media participation
Digital Marketing
The promotion of products or brands via one or
more forms of electronic media. For e.g
promotional efforts made via the Internet, social
media, mobile phones and electronic billboards,
as well as via digital and television and radio
channels.
Content Marketing
Content marketing is a strategy used by
companies to educate, inform or entertain
customers or prospects by creating attention
grabbing content and causing behavior that
results in leads, sales or advocacy.
Social Media Marketing
Social media is used by customers and prospects
to communicate among themselves, and
occasionally with companies. This communication
can result in leads, sales or advocacy, but is often
less structured and is reactive

3. Inbound Marketing Funnel
The main goal is to attract your
ideal customers by creating
content that aligns your
company's interests with the
interests of your ideal
customers.
Strangers
Visitors
The main goal is to covert the
visitors into leads/prospects by
offering them with free tools or
relevant information in return
for their contact information.
Leads
Customers
Promoters
The aim is utilize the contact
list of qualified leads that you
have by positioning your highly
valuable product or service
through systematic nurturing
The aim is to retain your existing
customers & maintain a portfolio of
happy clients. The positive word of
mouth and goodwill from these
clients is a great supplement to boost
your brand image.

4. Buyer Persona
"Buyer personas are research-based archetypal (modeled) representations
of who buyers are, what they are trying to accomplish, what goals drive their
behavior, how they think, how they buy, and why they make buying decisions."
Thus, a buyer persona is a semi-
fictional representation of your
ideal customer based on market
research and real data about your
existing customers.

5. Stages of Buyer’s Journey
Awareness Stage
Consideration Stage Decision Stage
The Buyer’s journey is the active research process a potential buyer goes through leading up to a purchase

6. Content Mapping Methodology
Leverage these
keywords in
creating content,
Offer titles &
Abstracts,
Landing Pages,
CTA, Email copy
& Subject lines

7. Search Engine Optimization

8. Thank You