Inbound Marketing 101

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Inbound Marketing beats any other form of advertising

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Inbound Marketing 101

  1. 1. Introduction to Inbound Marketing Bruce Jones CEO Design & Promote g Twitter: @BruceJones
  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. What is Inbound Marketing? Letting your prospects find you when they are looking for the products or services you sell Making your site be the destination for online searches Serving as a knowledge resource that people trust
  7. 7. Good News About Inbound Marketing Budget (Outbound) Brains (Inbound) Flickr: Joakim Jardenberg Flickr: Andrew Magill
  8. 8. More Good News: Lower Cost Per Lead Source: survey of hundreds of businesses: HubSpot.com/ROI
  9. 9. Success Drives Investment in Inbound Why Businesses Are Changing Marketing Budgets Source: Survey of hundreds of businesses from HubSpot.com/ROI y p
  10. 10. Key Questions to Get Started 1. Have I identified the correct high volume keywords that will help drive traffic? 2. Am I regularly creating new, share-worthy content? 3. Am I optimizing my content for search and social media? 4. Am I promoting my content in social media conversations? 5. Am I converting as many visitors into leads and sales as I can?
  11. 11. 4 Steps to Successful Inbound Marketing 1. Create 1 C t 2. Optimize 3. Promote 4. Convert & Analyze
  12. 12. Step 1: Create Content 1. Create 1 C t 2. Optimize 3. Promote 4. Convert & Analyze
  13. 13. Inbound Marketers are Publishers Stop thinking like a marketer or advertiser. Start thinking like a publisher and socializer.
  14. 14. Publish Everything, Everywhere
  15. 15. Blogging: A Great Way to Get Started Source: Data from over 1 500 small businesses - http://hub tm/BlogROI 1,500 http://hub.tm/BlogROI
  16. 16. What Gets Shared? Rarely Frequently Shared Shared Sh d • Product info • New market data • Software documentation • Educational content • Content about YOU • Content about your industry
  17. 17. Step 2: Optimize 1. Create 1 C t 2. Optimize 3. Promote 4. Convert & Analyze
  18. 18. Google is Judge, Jury & Executioner HubSpot.com/cartoons H bS t / t
  19. 19. SEO = Context + Authority Ranking Algorithm: f(n): Context + Authority
  20. 20. 25% On-Page SEO (Context) 1. Page Title 2. Clean URL 3. Headers & Content 4. Description
  21. 21. 75% Off-Page SEO (Authority) Authority is Determined by Inbound Links
  22. 22. More and Better Content Links Source: Data from selected websites using www.WebsiteGrader.com
  23. 23. Step 3: Promote 1. Create 1 C t 2. Optimize 3. Promote 4. Convert & Analyze
  24. 24. Remember: It’s Not About You, EVER! HubSpot.com/cartoons
  25. 25. Target Your Content Target content to your marketing personas.
  26. 26. Create an Engaging Presence
  27. 27. Promote Content via Social Media Remarkable Content
  28. 28. Make Sharing Easy
  29. 29. Social Media Promotion Generates Leads & Sales Source: survey of hundreds of b i S f h d d f businesses: H bS t HubSpot.com/ROI /ROI
  30. 30. Step 4: Convert 1. Create 1 C t 2. Optimize 3. Promote 4. Convert & Analyze
  31. 31. Put Calls to Action on All Your Content
  32. 32. Use Landing Pages with Forms
  33. 33. Track Your Conversion Rate & Analytics
  34. 34. Analyze Your Marketing
  35. 35. Inbound Marketing Summary Create Optimize Convert & Analyze Promote
  36. 36. Inbound Marketing Resources WebsiteGrader.com StatCounter.com y FreeKeywords.Wordtracker.com SEObook.com SEOmoz.com SEOmoz com HubSpot.com WordPress.org Contact Me bruce@designandpromote.com DesignAndPromote.com 620-995-7109

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