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Inbound marketing

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How can you deal with the inbound marketing issues? Gain some basic knowledge and excel in it.

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Inbound marketing

  1. 1. A concept and process Preparedby:PranishBalami
  2. 2. What? • acquiring customers by attracting and nurturing prospects with exceptional content, data and customer service, not interrupting them with spam • A way to advertise a company • Done through • E-newsletters: electronic newsletters • Whitepapers: an authoritative report or guide helping readers to understand an issue, solve a problem, or make a decision • SEO: (described later) • SMM: Social Media Marketing is marketing through social media campaign, ads, etc. Preparedby:PranishBalami
  3. 3. What? • Done through • Blogs: (described later) • Podcasts: type of digital media consisting of an episodic series of audio radio, video, PDF, or ePub files • Video: visual media mostly through Youtube • eBooks: a book-length publication in digital form, consisting of text, images, or both, and produced on, published through, and readable on computers or other electronic devices • Also through other forms of content marketing Preparedby:PranishBalami
  4. 4. What? • Effective especially for small business • Business dealing with high dollar values, long research cycles and knowledge based products • Prospects are more likely to get informed and hire someone who demonstrates expertise • Used for product/brand awareness Preparedby:PranishBalami
  5. 5. How? Get found Convert Analyze Preparedby:PranishBalami
  6. 6. 1. Get found • No visitors, No leads • Attract visitors to your website • They help you make foundation • Examples • Blogging • content marketing • social media • search engine optimization (SEO) Preparedby:PranishBalami
  7. 7. Blogging • a discussion or informational site consisting of discrete entries ("posts") typically displayed in reverse chronological order • Inbound marketing starts with blogging • best way to attract new visitors to your website • get 55% more leads than those who don't blog • have content that attracts prospective customers Preparedby:PranishBalami
  8. 8. Search Engine Optimization (SEO) • process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid search results • customers begin their buying process online, usually at a search engine • make sure you're listed prominently when they search • you need to • Carefully and analytically pick keywords • optimize your pages • create content • build links Preparedby:PranishBalami
  9. 9. Social Media • People interact, ask and answer questions, share and discuss • marketer would want their content to be a central part of the discussion in their industry • This would pull back people to their site enhancing sales Preparedby:PranishBalami
  10. 10. Content Marketing • it means publishing content that will attract people to your website • not restricted to a specific channel • general idea of using content to attract people to your site • also include videos, whitepapers, webinars, and other content Preparedby:PranishBalami
  11. 11. 2. Convert • help you take the visitors you attracted to your site • convert them into paying customers • some of the most important convert tactics: • Calls to action • Landing page • Email Marketing • Lead nurturing • Marketing Automation Preparedby:PranishBalami
  12. 12. Calls to action • buttons or links that encourage visitors to take action • No leads until your call to action buttons/links aren't enticing Preparedby:PranishBalami
  13. 13. Landing page • the first page that visitors see when they follow any given link • A page where visitors are automatically directed • When a website visitor clicks on a call to action they should be sent to a landing page • Must be simple and informatic Preparedby:PranishBalami
  14. 14. E-mail marketing • emails focused on useful, relevant content can build trust with a prospect and get them ready to buy • nurture a longer-term relationship with any lead Preparedby:PranishBalami
  15. 15. Lead nurturing • refers to email marketing structured in a series of emails containing sequential content • Campaigns that are often triggered by specific landing pages • can be more relevant, and thus more likely to engage prospects Preparedby:PranishBalami
  16. 16. Marketing Automation • email marketing and lead nurturing where the email sequence and content is based on data the recipient has allowed you to collect • Change in messaging if a user/visitor followed you on your specific website/social media page Preparedby:PranishBalami
  17. 17. 3. Analysis • Critical stage • Need the analysis to check your sales • Helps figuring out ways to make it more efficient • Key metrics • Website visitors • Leads • Customers • Conversion rate • Benchmarks • Content performance Preparedby:PranishBalami
  18. 18. Key Metrics • Website Visitors: these are people who found your site. They need to be converted to leads and then customers. • Leads: These are people who visited your site and did something (usually filled out a form) to identify themselves • Customers: The bottom of your funnel — the goal! • Conversion rate: percentage of people who move from one stage of your funnel to the next • Benchmarks: minimum standard that you keep to compare and compete • Content performance: to see how well each type of content is attracting people to your website, and how frequently are leads converting to customers Preparedby:PranishBalami
  19. 19. Why? • You can be/get found for your expertise • You can connect with your target audience • You can attract people wherever and whenever you want • You can stand out as thought leader • You can generate high quality conversions • You can measure everything Preparedby:PranishBalami
  20. 20. Outcomes • Long term relationships • Huge number of fans/followings • Greater circle of prospect • Increased sales • Brand/product recognition Preparedby:PranishBalami
  21. 21. References • http://en.wikipedia.org/wiki/Inbound_marketing • http://www.hubspot.com/products/inbound-marketing/ • http://blog.hubspot.com/blog/tabid/6307/bid/33273/Why- Inbound-Marketing-Is-Perfect-for-Your-Niche-Business.aspx Preparedby:PranishBalami

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