TechSelect San Diego May09


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Bernie Borges speaks on inbound marketing at TechSelect in San Diego, May 2009.

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  • TechSelect San Diego May09

    1. 1. Lead Through Inbound Marketing Bernie Borges – Find and Convert May 14, 2009
    2. 2. Bernie Borges: Founder & CEO, Find and Convert <ul><li>20 + Years Marketing & Sales </li></ul><ul><li>Inbound Marketing Strategist </li></ul><ul><li>Blogger/Writer/Author/Speaker </li></ul><ul><li>Podcaster </li></ul><ul><li>Search Engine Optimization </li></ul><ul><li>Pay-per-Click Advertising Management </li></ul><ul><li>Visitor Conversion Strategies </li></ul><ul><li>Social Media Strategist </li></ul>Creating Winning Strategies on the Web!
    3. 3. <ul><li>Why Marketing 1.0 Isn’t Good Enough Anymore </li></ul><ul><li>Marketing 2.0 </li></ul><ul><li>What is Inbound Marketing? </li></ul><ul><li>Developing an Inbound Marketing Plan </li></ul><ul><li>Tools & Platforms </li></ul><ul><li>Making Time for Inbound Marketing </li></ul><ul><li>Measuring Results </li></ul><ul><li>Convincing Management </li></ul><ul><li>Case Study </li></ul><ul><li>Actions and Take-Aways </li></ul>Discussion Topics
    4. 4. Why Marketing 1.0 Isn’t Good Enough Anymore <ul><li>Outbound Marketing </li></ul><ul><li>Telemarketing </li></ul><ul><li>Email Marketing </li></ul><ul><li>Direct Mail </li></ul><ul><li>Print </li></ul><ul><li>Tradeshows </li></ul><ul><li>TV/Radio </li></ul><ul><li>Inbound Marketing </li></ul><ul><li>SEO/PPC </li></ul><ul><li>Blogging </li></ul><ul><li>Social Networking </li></ul><ul><li>RSS Enabled Content </li></ul><ul><li>Video/Photos </li></ul><ul><li>Twitter </li></ul><ul><li>Slideshare </li></ul>
    5. 5. Why Marketing 1.0 Isn’t Good Enough Anymore
    6. 6. Old vs. New Marketing Outbound Marketing Inbound Marketing
    7. 7. The Buyer is in Control Not the Seller!
    8. 8. Marketing 2.0 aka Inbound Marketing <ul><li>Think Like a Publisher </li></ul>Focus on Relationships
    9. 9. Inbound Marketing: Think Like a Publisher! <ul><li>Think Content! </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Newsletters </li></ul></ul><ul><ul><li>White Papers </li></ul></ul><ul><ul><li>e-books </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>Videos </li></ul></ul><ul><ul><li>Photos </li></ul></ul><ul><ul><li>Presentations </li></ul></ul>
    10. 10. SEO: Get Found Organically
    11. 11. SEO: Get Found Organically
    12. 12. What is Social Media? Social media is information content created by people using highly accessible and scalable publishing technologies that is intended to facilitate communications , influence and interaction with peers and with public audiences, typically via the Internet and mobile communications networks. The term most often refers to activities that integrate technology, telecommunications and social interaction , and the construction of words, pictures, videos and audio. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).
    13. 13. What is Social Media?
    14. 14. Social Media Platforms Share Publish Network reddit digg StumbleUpon Blogs YouTube Twitter Flickr MySpace Facebook LinkedIn Plaxo
    15. 15. <ul><li>Technology </li></ul><ul><ul><li>RSS, XML, AJAX </li></ul></ul><ul><li>Bandwidth Proliferation </li></ul><ul><ul><li>WiFi, High Speed Access </li></ul></ul><ul><li>Social Culture of Communication </li></ul><ul><ul><li>Communities Offer Collective Intelligence </li></ul></ul>Social and Technology Drivers
    16. 16. Developing an Inbound Marketing Strategy <ul><li>Begin with Research </li></ul><ul><ul><li>Where does your customer “hang out?” </li></ul></ul><ul><ul><li>Ask your customers </li></ul></ul><ul><ul><li>Research your competition </li></ul></ul><ul><ul><li>Search on the social web </li></ul></ul>
    17. 17. Developing an Inbound Marketing Plan Source: The Value of Many, Neighborhood America
    18. 18. Make a Commitment <ul><li>Should you…. </li></ul><ul><ul><li>Start a blog? </li></ul></ul><ul><ul><li>Focus on social networking sites? </li></ul></ul><ul><ul><li>Start your own community on the web? </li></ul></ul><ul><ul><li>Twitter? </li></ul></ul><ul><ul><li>Video? </li></ul></ul>
    19. 19. <ul><li>Themed </li></ul><ul><li>Human Voice </li></ul><ul><li>Transparency </li></ul><ul><li>Commitment </li></ul>Business Blogging Strategies
    20. 20. Social Media Tools and Platforms
    21. 22. Facebook
    22. 23. Facebook
    23. 24. Facebook: People, Groups, Etc.
    24. 25. Facebook: People, Groups, Etc.
    25. 26. Facebook Groups
    26. 27. Facebook Fan Page
    27. 28. Facebook Events
    28. 30. LinkedIn Individual Profile
    29. 31. LinkedIn Individual Profile: Portfolio
    30. 32. LinkedIn Groups
    31. 33. LinkedIn Group Discussions
    32. 34. LinkedIn Answers
    33. 36. What is Twitter? Micro Blogging 140 Characters Per Post Follow and be Followed Communicate Connect Inspire Educate Entertain
    34. 37. Using Twitter
    35. 38. Want to Find Someone on Twitter?
    36. 39.
    37. 40. Some Famous People on Twitter…
    38. 41. Some Not-So-Famous People on Twitter 
    39. 42. Want to Find Brands on Twitter?
    40. 43. Twitter: Events & Trends Using Hashtags
    41. 45. Video
    42. 46. Video: Blendtec Over 6M Views Sales Grew 700% National Media Coverage Cross Over Brand Pull SEO Value
    43. 47. Presentations
    44. 48. Measuring Results <ul><li>Relationships </li></ul><ul><li>Content </li></ul><ul><li>Alignment </li></ul><ul><li>Best Practices </li></ul>
    45. 49. Google Analytics Integration
    46. 50. HubSpot: Facebook Lead Tracking
    47. 51. Convincing Management <ul><li>Just Look at the Numbers! </li></ul><ul><li>Do Competitive Research </li></ul><ul><li>Ask Your Customers </li></ul><ul><li>It’s Mainstream Baby! </li></ul><ul><li>Experiment… </li></ul>
    48. 52. Making Time for Social Media <ul><li>Are you getting great results now? </li></ul><ul><li>Did your marketing budget increase? </li></ul><ul><li>Are your buyers easy to reach? </li></ul><ul><li>Is your brand as good as it could be? </li></ul>How do you currently allocate your time???
    49. 53. Staffing Implications <ul><li>There are many… </li></ul><ul><ul><li>Do they get it? </li></ul></ul><ul><ul><li>Who likes to write? </li></ul></ul><ul><ul><li>Introverts? Extrovert? </li></ul></ul><ul><ul><li>Staff re-allocation? </li></ul></ul><ul><ul><li>Time commitment? </li></ul></ul><ul><ul><li>Justification? </li></ul></ul>
    50. 54.
    51. 56. Case Study Stronger Brander Equity Lower Cost Sales Process Elimination of Non-Performing Marketing Activities
    52. 57. <ul><li>Outbound Marketing Less Effective </li></ul><ul><li>Low Cost Implementation </li></ul><ul><li>Relationship Building </li></ul><ul><ul><li>Communities, Trust, </li></ul></ul><ul><li>SEO </li></ul><ul><ul><li>Multiple locations of content </li></ul></ul><ul><ul><li>Link centric </li></ul></ul><ul><ul><li>Get Found Organically </li></ul></ul><ul><li>Branding Value </li></ul>Inbound Marketing Benefits Summary
    53. 58. Reasons Not to do Inbound Marketing <ul><li>Don’t have time… </li></ul><ul><li>Our staff resists it… </li></ul><ul><li>Our competitors aren’t doing it… </li></ul><ul><li>We’re going out of business… </li></ul>
    54. 59. <ul><li>Think like a publisher </li></ul><ul><li>Focus on building relationships </li></ul><ul><li>Research the Social Web </li></ul><ul><li>Engage, Listen, Act </li></ul><ul><li>Consider Proper Staff Allocation </li></ul><ul><li>Experiment & Be Patient </li></ul><ul><li>Measure </li></ul><ul><ul><li>Traffic, buzz, brand, sales cycles, referrals, etc. </li></ul></ul>Inbound Marketing Actions & Take-Aways
    55. 60. Marketing 2.0 aka Inbound Marketing <ul><li>Think Like a Publisher </li></ul>Focus on Relationships
    56. 61. Connect with Bernie Borges… Email: [email_address] Website: Blog: Twitter: LinkedIn: Facebook Fan Page: Book: