Inbound Marketing for Startups


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A presentation I gave to NACUE (National Consortium of University Entrepreneurs) on zero-budget online marketing techniques for startups and entrepreneurs, aka inbound marketing.

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  • How many marketeers are there in the room? How many of you are familiar with the term “inbound marketing”?
  • Inbound Marketing for Startups

    1. 1. Copyright Douglas Richard, Ltd. 2008 Inbound Marketing Luke Brynley-Jones
    2. 2. About me <ul><li>Founder of etribes – social media consultancy in 2000 </li></ul><ul><li> and mashup* events </li></ul><ul><li>Head of Product at Trutap </li></ul><ul><li>Social networking consultant with Brando Social </li></ul>Managing Director at School for Startups
    3. 3. School for Startups
    4. 4. School for Startups <ul><li>The Six Rules for Startups (London, 15 th June) </li></ul><ul><li>How to Make Money: Funding. Investment. Revenue. Profit (London, 22 nd June) </li></ul><ul><li>Student event with NACUE in the autumn </li></ul>Register @
    5. 5. Copyright Douglas Richard, Ltd. 2008 Inbound Marketing
    6. 6. Outbound Marketing <ul><li>Advertising </li></ul>Success depends on: £££££££££££ <ul><li>Cold calling </li></ul><ul><li>Mailings (including emailings) </li></ul><ul><li>Radio </li></ul><ul><li>Trade shows </li></ul><ul><li>TV </li></ul>
    7. 7. Inbound Marketing <ul><li>Publishing (e.g. blogging) </li></ul>Helping customers to find you Success depends on: knowledge/activity/creativity/popularity <ul><li>Optimising (i.e. SEO) </li></ul><ul><li>Sharing (e.g. Facebook, Twitter, Digg) </li></ul>
    8. 8. What and where to publish? <ul><li>Blog </li></ul><ul><li>Video </li></ul><ul><li>Podcast </li></ul><ul><li>Photos </li></ul><ul><li>Presentations </li></ul><ul><li>White papers </li></ul><ul><li>News releases </li></ul><ul><li>Blogger / Typepad </li></ul><ul><li>YouTube / Vimeo </li></ul><ul><li> </li></ul><ul><li>Flickr / Facebook </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>Whatever you have, wherever you can
    9. 9. Blogging <ul><li>On average blogs for small businesses get 200-300% more traffic than their websites </li></ul><ul><li>Start early / Engage / Gather feedback </li></ul><ul><li>Ensure you own your URL </li></ul><ul><li>Titles: amusing / enticing / SEO-friendly </li></ul><ul><li>Topics: knowledge / experience / other blogs / reviews / lists! </li></ul><ul><li>Frequency: once a week or more </li></ul>
    10. 10. Blogging success? <ul><li>Subscribers </li></ul>Comments/links on a per-article basis <ul><li>Visitors </li></ul><ul><li>Comments </li></ul><ul><li>Blog rank </li></ul><ul><li>Inbound links </li></ul>
    11. 11. Search Engine Optimisation <ul><li>Helping search engines to read your site </li></ul>People link to high quality content <ul><li>25% of SEO is “On-page” </li></ul><ul><ul><li>Page title, description, URLs, headers, copy, meta data </li></ul></ul><ul><li>75% of SEO is “Off-page” </li></ul><ul><ul><li>Links = quality of linker + link description </li></ul></ul>
    12. 12. Successful SEO High quality optimised content More inbound links & traffic Higher search engine ranking
    13. 13. Social Media Marketing <ul><li>&quot;The purpose of conversation is to create and improve understanding, not for one party to “deliver messages” to the other. That would be rude”. </li></ul><ul><li>‘ The Cluetrain Manifesto’ </li></ul><ul><li>Markets are Conversations </li></ul>
    14. 14. How to use social media <ul><li>Doing what you would do at a business </li></ul><ul><li>networking event – only online. </li></ul>Value / trust / introductions <ul><li>Meet people and make introductions </li></ul><ul><li>Give and receive advice </li></ul><ul><li>Find interesting people and listen </li></ul>
    15. 15. Sharing everything… <ul><li>Blog comments (on your blog and others) </li></ul>Help people find/recommend you <ul><li>Ask questions (LinkedIn) </li></ul><ul><li>Forum posts (relevant communities) </li></ul><ul><li>Micro-blog posts (Twitter/Facebook) </li></ul><ul><li>Get rated (Digg/Reddit/Stumbledupon) </li></ul><ul><li>Share links ( </li></ul>
    16. 16. Personality matters…
    17. 17. And making money…
    18. 18. Customer services IS marketing
    19. 19. Brand monitoring Share of Conversation No. of posts discussing &quot;X&quot; and &quot;your company&quot; No. of posts discussing “X&quot; =
    20. 20. Takeaway <ul><li>Inbound marketing levels the playing field </li></ul>Success now depends on activity, creativity, sociability and knowledge <ul><li>In social media, success depends on how much VALUE you provide </li></ul><ul><li>Blogging, SEO & social media are critical </li></ul><ul><li>Monitoring conversations is key </li></ul><ul><li>Customer services IS marketing </li></ul>
    21. 21. Copyright Douglas Richard, Ltd. 2008 Thank you Luke Brynley-Jones [email_address]