Inbound Marketing involves promoting a company through blogs, podcasts, e-newsletters, whitepapers, seo, social media, and other forms of content marketing to attract customers.

1. Inbound Marketing
Driving Traffic + Results

2. INBOUND
MARKETING
COMMUNICATIONS

3. INBOUND
MARKETING

4. WHAT IS INBOUND MARKETING?
WHAT TYPES OF MEDIA ARE USED?
WHAT IS THE GOAL OF INBOUND MARKETING?
DRIVING TRAFFIC. INBOUND MARKETING INVOLVES PROMOTING A COMPANY
THROUGH BLOGS, PODCASTS, E-NEWSLETTERS, WHITEPAPERS, SEO, SOCIAL MEDIA
MARKETING AND OTHER FORMS OF CONTENT MARKETING TO ATTRACT
CUSTOMERS.

5. LINKEDIN
TWITTER
FACEBOOK
GOOGLE +
YOUTUBE
VIMEO
KEYWORDS
TITLE TAGS
LOCAL LISTINGS
BACKLINKS
SOCIAL MEDIA
GOOGLE ADWORDS

6. BLOGS

7. WHY DOES A COMPANY NEED A BLOG?
HOW TO CONVERT TRAFFIC?
IS IT SHARABLE?
BLOG = BUSINESS LOG. BEYOND PROVIDING A PLATFORM FOR
THOUGHT LEADERSHIP, BLOGS ACT AS AN AVENUE TO TAKE OWNED
MEDIA AND CONVERT INTO EARNED MEDIA. THEY ARE INCREDIBLY
SHARABLE THROUGH SOCIAL MEDIA AND EMAILED TO COLLEAGUES,
INFLUENCERS, AND DECISION MAKERS.

8. CASE STUDY EXAMPLE
CLEVELAND CLINIC
BLOG
GROWING THE BRAND. THE CLEVELAND CLINIC GREW THEIR
MONTHLY VISITORS FROM 250,000 TO 3 MILLION PER MONTH BY
PROVIDING MEANINGFUL, USEFUL, AND RELEVANT CONTENT.
Learn More: http://groovedigitalmarketing.com/amanda-todorovich-interview/

9. PEOPLE FLOCK TO BRANDS
THAT HELP THEM SOLVE
PROBLEMS AND CONTENT
THAT HELPS YOU DO THAT
IN A MEANINGFUL WAY.”
“
+AMANDA TODOROVICH
MARKETING MANAGER OF DIGITAL ENGAGEMENT, CLEVELAND CLINIC

10. CASE STUDY EXAMPLE
MIAMI VALLEY ACADEMIES
BLOG
KEEPING PARENTS INFORMED. MIAMI VALLEY ACADEMIES
NEEDED HELP STAYING IN TOUCH WITH STUDENT’S PARENTS.
THE BLOG PROVIDES PARENTS WITH INFORMATION BROKEN UP
INTO K-3, 4-8, AND 9-12 CATEGORIES. ENSURING THE RIGHT
INFORMATION REACHES THE RIGHT STAKEHOLDER.

12. EMAIL
MARKETING

13. WHY USE EMAIL MARKETING?
WHY NOT JUST SOCIAL MEDIA?
HOW DOES THIS PROMOTE BLOGS?
MEET YOUR DEMOGRAPHICS WHERE THEY ARE. WITH MULTIPLE
GENERATIONS IN THE WORKPLACE IT IS IMPORTANT TO REACH EACH ON
THEIR PREFERRED MEDIA PLATFORM. UTILIZING A COMBINATION OF EMAIL,
SOCIAL, AND SOCIAL BOOKMARKING ENSURE THE YOUR BLOGS REACH THE
RIGHT AUDIENCE.

14. CASE STUDY EXAMPLE
MIAMI VALLEY ACADEMIES EMAIL
BLOGS TO THE MASSES. MIAMI VALLEY ACADEMIES ONLINE
BLOG IS PUBLISHED TO SOCIAL MEDIA PLATFORMS AS WELL AS
THROUGH EMAIL TO ENSURE PARENTS ARE KEPT UP TO DATE
WITH DAY TO DAY OPERATIONS.

15. SEO

16. WHAT IS SEO?
HOW DOES IT HELP?
WHAT IS INVOLVED?
ORGANIC TRAFFIC. SEARCH ENGINE OPTIMIZATION (SEO) STARTS
WITH A WEBSITE AND A STRATEGY, BUT IS ALL ABOUT EXECUTION.
SEO HELPS TO ENSURE WHEN PEOPLE ARE SEARCHING FOR
GOODS/SERVICES THAT YOU ARE FOUND. ONSITE KEYWORDS +
LINKS ARE JUST THE BEGINNING TO BEING FOUND.

17. GATED
CONTENT

18. WHAT IS GATED CONTENT?
WHAT GETS PUT BEHIND THE FENCE?
HOW DO WE MANAGING PROSPECTS?
TRADING IDENTITY FOR INTELLIGENCE. GATED CONTENT IS ACT
OF REQUIRING AN EMAIL OR OTHER INFORMATION FOR ACCESS
TO INFORMATION SUCH AS CASE STUDIES OR WHITE PAPERS.
THESE PROSPECTS CAN THEN BE ENTERED INTO EMAIL
MARKETING CAMPAIGNS AND OUTREACH VIA LINKEDIN.

19. SOCIAL
MEDIA

20. WHY SOCIAL MEDIA?
IS IT JUST ABOUT FACEBOOK?
HOW DOES THIS DRIVE TRAFFIC?
BEYOND FACEBOOK. LINKEDIN IS A DIRECT METHOD FOR
CONNECTING WITH DECISION MAKERS. GROUPS PROVIDE A GREAT
METHOD FOR DISSEMINATING CONTENT AND ESTABLISHING YOUR
ORGANIZATION AS A THOUGHT LEADER. CONNECTING TO COLLEAGUES
OPENS OPPORTUNITIES FOR CONVERSATIONS.

21. CASE STUDY EXAMPLE
ADVANCED DATA SYSTEMS
SOCIAL MEDIA + BLOGGING
DRIVING SALES. ADS, A MEDICAL SOFTWARE COMPANY, PARTNERED
WITH AN INBOUND MARKETING AGENCY TO MANAGE BLOGS AND
SOCIAL, CREATING A 40% INCREASE IN ORGANIC TRAFFIC, DOUBLED
SALES AND INCREASE REVENUE BY OVER $1M DOLLARS.
Learn More: http://www.impactbnd.com/case-studies/ads

22. OUR VARIOUS MARKETING
PROGRAMS HAS LED TO A
SUBSTANTIAL INCREASE IN
SALES, AS WELL AS
POSITIONING US AS A
THOUGHT LEADER IN OUR
INDUSTRY.’
“
+STEPHEN O’CONNOR
DIGITAL MARKETING MANAGER, ADS

23. VIDEO-
GRAPHY

24. WHY VIDEO?
WHAT ARE THE BENEFITS?
HOW DOES VIDEO AFFECT SEARCH?
A MILLION WORDS. IF A PICTURE IS WORTH 1,000 WORDS,
A MINUTE OF VIDEO IS WORTH 1.8 MILLION ACCORDING TO
FORRESTER RESEARCH. VIDEO ALSO INCREASES EMAIL OPEN
RATES AND CONVERSIONS. YOUTUBE TOWERS OVER BING AND
YAHOO AS THE #2 MOST POPULAR SEARCH ENGINE IN THE US.

25. CASE STUDY EXAMPLE
EUROSHEETS
ANIMATED VIDEO
STORIES THAT SELL. VIDEO IS THE MOST COMPELLING WAY TO
TELL YOUR STORY. THROUGH VIDEO ANIMATION WE WERE ABLE TO
EASILY EXPLAIN THE BENEFITS OF EUROSHEETS, A NEW PRODUCT
TO THE AMERICAN MARKET THAT LOOKS TO HELP MILLIONS WITH
MARITAL PROBLEMS IN THE BEDROOM.

27. MEDIA
BUY

28. WHY MEDIA BUY THROUGH GOOGLE ADWORDS?
WHAT IS REMARKING?
DOES IT WORK?
THEY’VE BEEN HERE BEFORE. GOOGLE ADWORDS PROVIDES
REMARKETING. REMARKETING SHOWS ADS ON CONTENT
WEBSITES TO USERS WHO HAVE BEEN TO THE MICROSITE PRIOR.
IT SERVES AS A REMINDER TO USERS TO RETURN TO THE SITE.
CONVERSIONS CAN BE TRACKED THROUGH GOOGLE ANALYTICS.

29. WHY MEDIA BUY ON LINKEDIN?
WHAT IS THE VALUE OVER ORGANIC?
HOW DO WE MONITOR OUR SPEND?
DIRECT TO DECISION MAKERS. MEDIA BUY IS THE FASTEST
METHOD POSSIBLE TO GET EXPOSURE TO DECISION MAKERS.
WHILE ORGANIC REACH CAN TAKE TIME TO BUILD A BASE OF
SUPPORT DIGITAL ALLOWS US TO ADVERTISE TO PREDEFINED LISTS
ON LINKEDIN WITH METRICS TO BACK.

31. CASE STUDY EXAMPLE
SEERhealth
INBOUND MARKETING
STRENGTHEN LEAD QUALIFICATION. SEERhealth WORKS WITH
HEALTHCARE DELIVERY SYSTEMS TO REENGINEER THEIR QUALITY
ASSURANCE OPERATIONS. THROUGH INBOUND MARKETING THEY
WERE ABLE TO EXCEED THEIR LEEDS GOALS BY 4X.
Learn More: http://www.hubspot.com/customers/seerhealth

32. IF YOU HAVE MORE MONEY
THAN BRAINS, YOU SHOULD
FOCUS ON OUTBOUND
MARKETING. IF YOU HAVE
MORE BRAINS THAN MONEY,
FOCUS ON INBOUND
MARKETING.”
“
+GUY KAWASAKI

33. LINKEDIN
TWITTER
FACEBOOK
GOOGLE +
YOUTUBE
VIMEO
KEYWORDS
TITLE TAGS
LOCAL LISTINGS
BACKLINKS
SOCIAL MEDIA
GOOGLE ADWORDS

34. CONCLUSION

35. Our goal is to create an integrated
communication strategy that combines
paid, owned and earned media that will
deliver tangible results through inbound
marketing principals for you organization.
STRATEGY BEFORE DESIGN.

36. LIONANDPANDA.COM