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Marketing strategy with approach inbound marketing


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Inbound marketing is focused on attracting customers through relevant and helpful content and adding value at every stage in your customer's buying journey. With inbound marketing, potential customers find you through channels like blogs, search engines, and social media.

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Marketing strategy with approach inbound marketing

  1. 1. Marketing Strategy With approach Inbound Marketing! By Nima Shafiezadeh
  2. 2. Our approach is Inbound Marketing! The best way to turn strangers into customers and promoters of your business.
  3. 3. The Four Inbound Marketing Actions 1. Attract We don’t want just any traffic to our site.
  4. 4. 2. Convert the next step is to convert those visitors into leads by gathering their contact information.
  5. 5. 3. Close You’ve attracted the right visitors and converted the right leads, but now you need to transform those leads into customers.
  6. 6. 4. Delight Inbound companies continue to engage with, delight, and (hopefully) upsell their current customer base into happy promoters of the organizations and products they love.
  7. 7. The 19 Traction Channels According to the TRACTION Take the time to think about creative ways each could be applied.
  8. 8. 1. Viral Marketing Viral marketing is a process where your users and customers bring you new users and customers, without you having to advertise or market to those new users. 1. Word of Mouth (Google, ...) 2. Inherent ViralitY (Instagram, ...) 3. Collaboration (Taskulu, ...) 4. Communication (Telegram, ...) 5. Incentives (NazarBazaar, ...) 6. Embedding (wistia, ...)
  9. 9. 2. Public Relations (PR) The second channel is to get traction through being talked about in the media. Public relations is the practice of reaching out to magazines, newspapers, blogs, and other media outlets to have them feature a story about your company or product.
  10. 10. 3. Unconventional Public Relations There’s also the flip side of typical public relations: “unconventional” PR. By unconventional they mean anything you could do that would result in a huge amount of publicity without you having to make an effort for it to spread, even if that publicity is negative.
  11. 11. 4. Search Engine Marketing Google’s Adwords is still the largest advertising network online, and if you can afford it, it’s worth testing out. These are the ads that you see above and alongside search results, suggesting certain sites related to the keywords you plugged in that might not be the top ranked sites.
  12. 12. 5. Social and Display Ads The benefit of advertising on social networks is that it will let you target your ads with greater specificity than on Google or another search engine. You can refine your ads by certain demographics, interests, pages people have liked, and more, which you can’t do on a search engine.
  13. 13. 6. Offline Advertising Offline advertising isn’t dead yet, and with how much advertising has moved online, the offline options have gotten cheaper by comparison. The bad part about them is that it’s harder to track exactly how well they’re performing, but the good part is that if you know a few tricks you can get them really cheap.
  14. 14. 7. Search Engine Optimization Good search engine optimization (SEO) means free traffic for your keywords, which in turn can mean a customer acquisition cost of zero or near zero.
  15. 15. 8. Content Marketing Content marketing is the process of creating content that your users and customers would be interested in, distributing it for free or at low price, and then using that content to draw people to your site where they’ll hopefully activate as new users or customers.
  16. 16. 9. Email Marketing When someone signs up for your site or buys from you, their email address needs to be going into email marketing software like Mailerlite or Campaign Monitor. Once they’re there, you can let them know about new features, new products, or send them content that you’ve created that they might be interested in.
  17. 17. 10. Engineering as Marketing Similar to content marketing, you can use engineering projects that provide value to your target market to draw new users or customers to your site.
  18. 18. 11. Targeting Blogs While it could fall under PR, targeting blogs deserves a special mention, as well. If you can build strong relationships with bloggers in your niche, then they’ll be more likely to reference you and your product in their articles and be more open to letting you share your content to their audience.
  19. 19. 12. Business Development Business development is the process of establishing partnerships and agreements with other companies or startups to promote each others’ products or services.
  20. 20. 13. Sales If you have a high cost product, or a piece of enterprise software, then direct sales may be a strong traction channel for you.
  21. 21. 14. Affiliate Programs Affiliate programs are a way for you to reward your existing users and evangelists for spreading the word about your product or service. It can be done one of two ways, you can reward them with money or services within your service, or you can reward them simply by paying them for the referral.
  22. 22. 15. Existing Platforms This is what Facebook games—yes, all those annoying ones—are doing, but there are less obtrusive ways to take advantage of it. Spotify, for example, would let you share a Spotify update to Facebook depending on what you’re listening to so you could see your friends’ music preferences.
  23. 23. 16. Trade Shows Trade shows are not only a good way to impress potential wholesale buyers of your product, but they’re an opportunity to impress the media as well. If you can stand out by having a great booth, cool giveaway, or amazing product, the media that’s attending will take notice and likely run a story on you.
  24. 24. 17. Offline Events You can host your own group on any topic you want, and in doing so create a community of people who represent some of your target market and could be early test users or early customers. You just have to be careful to balance making sure it’s a valuable event or meetup for everyone, and not just a long sales pitch for you.
  25. 25. 18. Speaking Engagements If you’re recognized as an expert in what you do, you might get invited to speak at other people’s events or you can pitch yourself as a speaker once you hear about an event being put together.
  26. 26. 19. Community Building Many of the best free sites online operate on community building. Wikipedia, for example, staffs very few people and 99% of the work is done by people passionate about sharing their knowledge from their bedrooms or offices. There’s a community culture of accuracy, verification, and contributing to the project at large.
  27. 27. Now that you know the 19 traction channels, use Weinberg and Mares‘ “Bullseye Framework” to help you decide what you should be going after. 1. Brainstorm 2. Rank 3. Prioritize 4. Test 5. Focus
  28. 28. ThankYou Nima Shafiezadeh