Inbound Marketing

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Inbound marketing refers to permission-based marketing strategies in which consumers choose to learn more about you by conducting a keyword search online, subscribing to your RSS feed, downloading your white paper, opting into your email newsletter, watching your videos, listening to your podcasts, visiting your social network or commenting on your blog.

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Inbound Marketing

  1. 1. Using Internet as a Marketing Tool in Recession Presented by 19 th December 2008
  2. 2. Agenda <ul><li>Global Recession and its effects and way forward </li></ul><ul><li>Evolution of the Internet and the future </li></ul><ul><li>Opportunities in the Internet 2.0 </li></ul><ul><li>The threats of not being a part of Internet 2.0 </li></ul><ul><li>Areas that we can support you </li></ul><ul><li>Commercials </li></ul>
  3. 4. Stock Market
  4. 5. Recession
  5. 6. Layoffs
  6. 7. Tough Times
  7. 8. Challenges & Opportunities
  8. 9. Outbound Marketing
  9. 10. Inbound Marketing
  10. 11. Rethinking Marketing
  11. 12. Budget vs. Brains
  12. 13. Outbound vs. Inbound Marketing <ul><li>Find a “targeted” list </li></ul><ul><li>Call, email, mail the list </li></ul><ul><li>Most of them (97%) have no interest </li></ul><ul><li>those that are interested, need to be qualified, and sold on your company </li></ul><ul><li>Do inbound marketing </li></ul><ul><li>Attract people to your business </li></ul><ul><li>Qualify out those that are interested, but not a fit for you (50%) </li></ul><ul><li>Engage with those that are interested and fit </li></ul>Lots of time, effort and money wasted on uninterested prospects Don’t waste time, time, effort, money on uninterested prospects
  13. 14. Outbound Marketing <ul><li>Find a “targeted” list </li></ul><ul><li>Call, email, mail the list </li></ul><ul><li>Most of them (97%) have no interest </li></ul><ul><li>those that are interested, need to be qualified, and sold on your company </li></ul><ul><li>10,000 people on list </li></ul><ul><li>Mail, email, call at cost of ~$. 5+ each </li></ul><ul><li>$5000 investment </li></ul><ul><li>300 respond to this outbound marketing </li></ul><ul><li>200 are qualified leads </li></ul><ul><li>Cost per lead = $250 </li></ul>
  14. 15. Inbound Marketing <ul><li>Do inbound marketing </li></ul><ul><li>Attract people to your business </li></ul><ul><li>Qualify out those that are interested, but not a fit for you (50%) </li></ul><ul><li>Engage with those that are interested and fit </li></ul><ul><li>Software + tools ~Rs. 4K </li></ul><ul><li>Invest 25% of your time for 3 months </li></ul><ul><li>400 people download your ebook or other materials </li></ul><ul><li>200 are qualified leads </li></ul><ul><li>Cost per lead = $20 </li></ul><ul><li>Cost including time @$75K per year = $45 per lead </li></ul>
  15. 16. Outbound vs. Inbound Marketing
  16. 17. Budget (Outbound) vs. Brains (Inbound)
  17. 18. Examples of Cost-Effective Inbound Marketing
  18. 19. Be Your Own Media “ Think like a publisher”
  19. 20. What to Publish?
  20. 21. Where to Publish?
  21. 22. Start a TV Show
  22. 23. Now We don’t need no stinkin’ TV network.
  23. 24. Promote Your Content
  24. 25. Promote Your Content
  25. 26. Promote Flattering Content
  26. 27. What Content Do You Have? <ul><li>Content to match buyer phase and concerns </li></ul><ul><li>Do you have content targeted to buyers in today’s economy? </li></ul>
  27. 28. Blog
  28. 29. Blog
  29. 30. Blog as Lead Nurturing <ul><li>No spam filters on RSS </li></ul><ul><li>RSS follows to new jobs, email doesn’t </li></ul><ul><li>People can comment </li></ul><ul><li>Build a relationship with your company </li></ul><ul><li>Easily shared content </li></ul><ul><li>Side benefits </li></ul><ul><ul><li>Social media performance </li></ul></ul><ul><ul><li>SEO performance </li></ul></ul>
  30. 31. Q&A / Discussion Forums
  31. 32. Participate in Q&A
  32. 33. Q&A / Discussion Forums • Short, thoughtful answers • Links to (your) blog and tools • First answers are better • Long term, long tail strategy
  33. 34. Use SEO
  34. 35. 25% of SEO = On Page (Visible) <ul><li>Page Title </li></ul><ul><li>URL </li></ul><ul><li>H1,H2,H3 tags </li></ul><ul><li>Page Text </li></ul><ul><li>Bold </li></ul><ul><li>Description </li></ul><ul><li>Keywords </li></ul><ul><li>Alt text on images </li></ul>
  35. 36. 75% of SEO = Off Page <ul><li>Recommendations from friends </li></ul><ul><ul><li>“ I know Fathhi Mohamed” </li></ul></ul><ul><ul><li>“ Fathhi Mohamed is a web solution developer” </li></ul></ul><ul><ul><li>You trust the person saying this </li></ul></ul><ul><li>Links are online recommendations </li></ul><ul><ul><li>A link: www.evoloop.biz </li></ul></ul><ul><ul><li>Anchor text: Web solution developer </li></ul></ul><ul><ul><li>Link is from a trusted website </li></ul></ul>
  36. 37. Groups
  37. 38. Start Groups
  38. 39. Build a Group <ul><li>Generic Title (“Pro Marketers”) </li></ul><ul><li>Invite employees, customers and friends </li></ul><ul><li>Post on your blog, website, etc. </li></ul><ul><li>Then it spreads virally (or, repeat the steps) </li></ul>
  39. 40. Manage a Group LinkedIn Start discussions Download email list, send newsletter Facebook Start discussions Upload photos, videos Send updates Quality Content
  40. 41. Budget (Outbound) vs. Brains (Inbound)
  41. 42. Priorities <ul><li>Cut cost per lead </li></ul><ul><li>Cut low ROI programs </li></ul><ul><li>Cut non-lead gen activities </li></ul><ul><li>Improve lead quality </li></ul><ul><li>Increase lead generation </li></ul><ul><li>Focus on ROI measurement </li></ul><ul><li>Use inbound marketing… </li></ul>
  42. 43. Recession Marketing Plan <ul><li>Hire evoloop www.evoloop.biz </li></ul><ul><li>Implement “New Rules of Marketing & PR” </li></ul><ul><li>Dedicate time to inbound marketing </li></ul>
  43. 44. Credit

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