Introduction to Inbound Marketing
Lakeita Greene
Owner
Dots & Data
Twitter: @dots_data
Value of Inbound Marketing
Inbound marketing pulls
buyers into your business
What is Outbound Marketing?
Problem: Outbound Marketing Isn’t Working
800-555-
1234
Annoying
Salesperson
Solution: Inbound Marketing
Content SEO Social Media
Good News About Inbound Marketing
Budget (Outbound) Brains (Inbound)
Flickr: Andrew Magill
Flickr: Joakim Jardenberg
More Good News: Lower Cost Per Lead
Source: survey of hundreds of businesses: HubSpot.com/ROI
Success Drives Investment in Inbound
Source: Survey of hundreds of businesses from HubSpot.com/ROI
Why Businesses Are Chan...
Key Questions to Get Started
1. Am I regularly creating new, share-worthy content?
2. Am I optimizing my content for searc...
4 Steps to Successful Inbound Marketing
1. Create
2. Optimize
3. Promote
4. Convert & Analyze
Step 1: Create Content
1. Create
2. Optimize
3. Promote
4. Convert & Analyze
Inbound Marketers are Publishers
Stop thinking like a
marketer or advertiser.
Start thinking like a
publisher and socializ...
Publish Everything, Everywhere
Blogging: A Great Way to Get Started
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
What Gets Shared?
Rarely
Shared
Frequently
Shared
• Product info
• Software documentation
• Content about YOU
• New market...
Step 2: Optimize
1. Create
1. Optimize
2. Promote
3. Convert & Analyze
Google is Judge, Jury & Executioner
HubSpot.com/cartoons
SEO = Context + Authority
Ranking Algorithm:
f(n): Context + Authority
25% On-Page SEO (Context)
1. Page Title
2. Clean URL
3. Headers & Content
4. Description
75% Off-Page SEO (Authority)
Authority is Determined by Inbound Links
More and Better Content  Links
Source: Data from selected websites using www.WebsiteGrader.com
Step 3: Promote
1. Create
2. Optimize
3. Promote
4. Convert & Analyze
Remember: It’s Not About You, EVER!
HubSpot.com/cartoons
Target Your Content
Target content to
your marketing
personas.
Create an Engaging Presence
Promote Content via Social Media
Remarkable
Content
Make Sharing Easy
Social Media Promotion Generates Leads & Sales
Source: survey of hundreds of businesses: HubSpot.com/ROI
Step 4: Convert
1. Create
2. Optimize
3. Promote
4. Convert & Analyze
Put Calls to Action on All Your Content
Use Landing Pages with Forms
Track Your Conversion Rate & Analytics
Analyze Your Marketing
Inbound Marketing Summary
Optimize
Promote
Create
Convert
& Analyze
Take Your Business To The Next Level
 Complete this free consultation and meet with a Certified
Inbound Marketing Profess...
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Inbound marketing university-intro-to-inbound-marketing_dd

  1. 1. Introduction to Inbound Marketing Lakeita Greene Owner Dots & Data Twitter: @dots_data
  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: HubSpot.com/ROI
  8. 8. Success Drives Investment in Inbound Source: Survey of hundreds of businesses from HubSpot.com/ROI Why Businesses Are Changing Marketing Budgets
  9. 9. Key Questions to Get Started 1. Am I regularly creating new, share-worthy content? 2. Am I optimizing my content for search and social media? 3. Am I promoting my content in social media conversations? 4. Am I converting as many visitors into leads and sales as I can?
  10. 10. 4 Steps to Successful Inbound Marketing 1. Create 2. Optimize 3. Promote 4. Convert & Analyze
  11. 11. Step 1: Create Content 1. Create 2. Optimize 3. Promote 4. Convert & Analyze
  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 - http://hub.tm/BlogROI
  15. 15. What Gets Shared? Rarely Shared Frequently Shared • Product info • Software documentation • Content about YOU • New market data • Educational content • Content about your industry
  16. 16. Step 2: Optimize 1. Create 1. Optimize 2. Promote 3. Convert & Analyze
  17. 17. Google is Judge, Jury & Executioner HubSpot.com/cartoons
  18. 18. SEO = Context + Authority Ranking Algorithm: f(n): Context + Authority
  19. 19. 25% On-Page SEO (Context) 1. Page Title 2. Clean URL 3. Headers & Content 4. Description
  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 www.WebsiteGrader.com
  22. 22. Step 3: Promote 1. Create 2. Optimize 3. Promote 4. Convert & Analyze
  23. 23. Remember: It’s Not About You, EVER! HubSpot.com/cartoons
  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: HubSpot.com/ROI
  29. 29. Step 4: Convert 1. Create 2. Optimize 3. Promote 4. Convert & Analyze
  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 Optimize Promote Create Convert & Analyze
  35. 35. Take Your Business To The Next Level  Complete this free consultation and meet with a Certified Inbound Marketing Professional.  Analyze your existing marketing efforts as they relate to social media, SEO, blogging, public relations, lead generation, marketing analytics, etc.  Get started with in inbound marketing!

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