Inbound marketing university


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Inbound Marketing University's training program prepares you for the Inbound Marketing Certification Exam. The program includes 16 one-hour classes that walk you through each step of inbound marketing. Feel free to complete the classes at your own pace.

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Inbound marketing university

  1. 1. Introduction to Inbound Marketing Jeetrainer CEO Twitter: @jeetrainers This course is courtesy of
  2. 2. Value of Inbound Marketing Inbound marketing pulls buyers into your business
  3. 3. What is Outbound Marketing?
  4. 4. What is Outbound Marketing? • Outbound Marketing (or traditional marketing) is the strategy of pushing your message onto your audience using techniques like telemarketing (cold calling), trade shows, direct mail, email blasts, print ads and TV/radio ads
  5. 5. Problem: Outbound Marketing Isn’t Working 800-555- 1234 Annoying Salesperson
  6. 6. Problem: Outbound Marketing Isn’t Working • Outbound marketing strategies are becoming less effective in today’s world. – We now have devices (e.g. spam blockers, TiVo/DVRs, caller ID, etc.) that allow us to block out the messages being pushed onto us – People are doing their own research to figure out which products and services they want to buy
  7. 7. Solution: Inbound Marketing Content SEO Social Media
  8. 8. Solution: Inbound Marketing • Inbound Marketing (or modern marketing) is marketing using techniques focused on getting found by prospects; inbound marketing is a more efficient and cost-effective way to do marketing. Pull in customers to your business by creating content, optimizing that content for search engines and promoting and sharing that content in social media • A helpful overview of inbound marketing can be found at Marketing-the-Next-Phase-of-Marketing-on-the-Web.aspx
  9. 9. Good News About Inbound Marketing Budget (Outbound) Brains (Inbound) Flickr: Joakim Jardenberg Flickr: Andrew Magill
  10. 10. Good News About Inbound Marketing • Outbound marketing depends on the size of your wallet; inbound marketing depends on the size of your brain! – You can only do outbound marketing if you have a lot of money. – If you have a lot of brains (intelligence), do inbound marketing.
  11. 11. More Good News: Lower Cost Per Lead Source: survey of hundreds of businesses: Inbound marketing-focused companies have a 60% lower cost-per-lead than outbound marketing-focused companies.
  12. 12. Success Drives Investment in Inbound Why Businesses Are Changing Marketing Budgets Source: Survey of hundreds of businesses from
  13. 13. Key Questions to Get Started When getting started in inbound marketing, make sure you ask your team these questions: 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?
  14. 14. 4 Steps to Successful Inbound Marketing 1. Create 2. Optimize 3. Promote 4. Convert & Analyze
  15. 15. Step 1: Create Content 1. Create 2. Optimize 3. Promote 4. Convert & Analyze
  16. 16. Inbound Marketers are Publishers Stop thinking like a marketer or advertiser. Start thinking like a publisher and socializer.
  17. 17. Publish Everything, Everywhere Publish ALL of your content. This can be in the form of a blog, podcast, videos, photos, presentations, eBooks or news releases.
  18. 18. Blogging: A Great Way to Get Started Source: Data from over 1,500 small businesses -
  19. 19. What Gets Shared? Rarely Frequently Shared Shared • Product info • New market data • Software documentation • Educational content • Content about YOU • Content about your industry
  20. 20. What Gets Shared? • Publish content that has the greatest chance of being shared by others. • Types of content that rarely gets shared: – Product info – Software documentation – Content that is all about you • Types of content that frequently gets shared: – New market data (market/industry research/reports/studies) – Educational content; Top-notch blog articles – Content about your industry
  21. 21. Step 2: Optimize 1. Create 2. Optimize 3. Promote 4. Convert & Analyze
  22. 22. Google is Judge, Jury & Executioner
  23. 23. Google is Judge, Jury & Executioner • Google decides whether your content will rank well in search engines. • Remarkable, search engine optimized content gives your content its best chance of ranking well in Google.
  24. 24. SEO = Context + Authority Ranking Algorithm: f(n): Context + Authority
  25. 25. SEO = Context + Authority Ranking Algorithm: f(n): Context + Authority The two key elements in determining whether your content will rank well in Google are context and authority. Context = on-page SEO Authority = off-page SEO
  26. 26. 25% On-Page SEO (Context) 1. Page Title 2. Clean URL 3. Headers & Content 4. Description
  27. 27. 25% On-Page SEO (Context) • There are four main components of on-page SEO, or optimizing the content of your web page for search engines. • Make sure to use your best keywords within those four locations. • However, Google bases only 25% of your content’s ranking on on-page SEO
  28. 28. 75% Off-Page SEO (Authority) Authority is Determined by Inbound Links
  29. 29. 75% Off-Page SEO (Authority) • Google bases 75% of your content’s ranking on off-page SEO – Your content’s authority is determined by the quality and quantity of the inbound links pointing to your content. – Inbound links = links to your content from another website • Recommendations from Friends: 1. “I know Jane Doe.” (Good) 2. “Jane Dow is a marketing expert.” (Better) 3. You trust the person saying this. (Best) • Links Are Online Recommendations 1. A link: (Good) 2. Anchor Text: Inbound Marketing University (Better) 3. Link is from a trusted website (Best)
  30. 30. More and Better Content  more Links Source: Data from selected websites using
  31. 31. Step 3: Promote 1. Create 2. Optimize 3. Promote 4. Convert & Analyze
  32. 32. Remember: It’s Not About You, EVER!
  33. 33. Remember: It’s Not About You, EVER! • There is a fine line between self-adulation (the promotion of accomplishments) and self-promotion (the promotion of ideas). – Nathan Hangen of Copyblogger – Focus on the latter, not the former – People want to consume helpful content, not information about you.
  34. 34. Target Your Content Target content to your marketing personas.
  35. 35. Target Your Content • Think about your target audience(s) for your products/services. • Create and define personas for each (there may be more than one). • Always think of your personas when creating content. • Ask yourself: – Would this piece of content appeal/be helpful to one or all of my personas?
  36. 36. Create an Engaging Presence
  37. 37. Create an Engaging Presence • A few examples of places to engage in social media are the comments section of a blog post, a Facebook Fan Page or a Twitter account. – Social media involvement is a two-way street – Create an engaging presence by encouraging discussions and sharing engaging and thought- provoking content (e.g. online events, videos, Facebook discussions blog articles, etc.)
  38. 38. Promote Content via Social Media Remarkable Content
  39. 39. Make Sharing Easy
  40. 40. Sharing • Share links to your content on social media sites and throughout appropriate online social networks. • Sharing content regularly will also help build your network on those channels. • Include “share buttons” on your blog posts and other content. – Promoting content yourself is important, but help others spread and share your content by making it easy for them to do so – Include share buttons on all of your content – Provoke brand evangelism
  41. 41. Social Media Promotion Generates Leads & Sales Source: survey of hundreds of businesses:
  42. 42. Social Media Promotion Generates Leads & Sales • Companies that actively use a social media channel are acquiring customers from that channel. – For example: 46% of companies who actively publish a company blog have acquired a customer from that blog. – Social media engagements = ROI – Companies are acquiring customers as a result of their involvement in social media channels.
  43. 43. Step 4: Convert 1. Create 2. Optimize 3. Promote 4. Convert & Analyze
  44. 44. Put Calls to Action on All Your Content
  45. 45. Put Calls to Action on All Your Content • Include a call to action on the bottom of your blog posts. – Calls to action are offers that prompt people to fill out a form on a landing page, which converts a visitor into a lead. – Calls to action are critical to lead generation.
  46. 46. Use Landing Pages with Forms
  47. 47. Use Landing Pages with Forms When someone clicks on a call to action, it should bring them to a landing page with a form. Landing pages with forms covert website visitors into leads that a sales team can follow up with.
  48. 48. Track Your Conversion Rate & Analytics
  49. 49. Track Your Conversion Rate & Analytics • Be sure to measure your different landing pages and their rates of conversion. – Conversion is the percentage of visitors who converted into leads. – Keep track of your conversion rates & analytics to determine which calls to action are working.
  50. 50. Analyze Your Marketing
  51. 51. Analyze Your Marketing • Marketing analytics are an important part of your inbound marketing programs. – Track the sources of your traffic to understand which channels send the best traffic and leads. – Monitor these analytics daily and evaluate which techniques are working and which aren’t. – Use this data to modify your inbound marketing campaigns to do more of what works and less of what doesn’t.
  52. 52. Inbound Marketing Summary Convert & Analyze
  53. 53. Get Certified in Inbound Marketing  Watch free, online webinar classes taught by expert marketing professors  Learn about topics including social media, SEO, blogging, public relations, lead generation, marketing analytics, etc.  Get certified in inbound marketing! Enroll in IMU at