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Five Principles of Inbound Markeing, and Four Simple Strategies for Teaching It

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Colin Alsheimer
Colin Alsheimer

Inbound Marketing 101 presentation that covers the five basic principles of Inbound Marketing strategy, plus four simple strategies for teaching it to students.

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Five Principles of Inbound Marketing & Four Simple Strategies for Teaching It Saturday, February 13, 2010
What is Inbound Marketing? •New term, refers to tactics that allow customers to find your company online. •Mostly pushed by select companies •Umbrella for existing tactics - primarily SEO & Social Media Saturday, February 13, 2010
Case Study: About: •Founded in 2006 by Dharmesh Shah & Brian Halligan •VC funded •Sell web based software for inbound marketing Saturday, February 13, 2010
Case Study: Using SEO & Social Media: •Secured millions in extra VC funding •Created market demand for “inbound marketing” (while flooding search markets with content for that term) •Created popular YouTube videos (250k views) •Top ranked marketing blog (#28 on AdAge’s Power 150 list) •Popular employee Twitter accounts Saturday, February 13, 2010
Case Study: “Inbound Marketing” Promotion: •Sponsored Inbound Marketing Summit Google demand for “inbound marketing” •Created Inbound Marketing University •Published the Inbound Marketing book HubSpot Growth 2006-2009 Saturday, February 13, 2010
Five Principles of Inbound Marketing 1. Listen & learn 2. Create exceptional content 3. Use the right online marketing mix 4. Engage with your customers 5. Analyze & measure Saturday, February 13, 2010
Listen & Learn •Most important •Know your customers & industry •Google Tools • Google Reader • Google Alerts •Social Searches • SocialMention.com • Search.Twitter.com •RSS Feeds Saturday, February 13, 2010
Create Exceptional Content Text based •Blog posts •Articles •White papers •Status updates •Websites Rich media •Videos •Podcasts / audio •Photos •Games Saturday, February 13, 2010
Use the Right Online Marketing Mix SEO • Optimizing for search traffic • Search still best place for qualified traffic • Time intensive Social Media • Engaging with people • Creating content • Can be good traffic source • Branding benefits • Time intensive Saturday, February 13, 2010
Use the Right Online Marketing Mix SEO On site optimization •Keyword usage •Clean code •Site usability / behavioral stats •Internal linking •Fresh content •Title tags Off site optimization •Inbound links Analysis & Measurement •Google analytics •Keyword rankings (becoming less important) •Conversions Saturday, February 13, 2010
Use the Right Online Marketing Mix Social Media Creating & Share Content •Text content •Rich media Intelligent Listening •Social searches •Prompt responses Community Participation •Twitter •Facebook •LinkedIn •Forums •Commenting •Social conversation •Offline engagement Analysis & Measurement •Brand mentions Be Human. •Engagement •Google analytics •Conversions •Brand perception Saturday, February 13, 2010
Engage With Your Customers Engagement Tactics •Commenting on blogs •Status updates •Searching & responding •Create useful content that drives dialogue •Conversations on social networks •Promoting others as much as possible Benefits •Builds long term community •Cuts customer service costs •Lead generation •Branding •Website traffic •Customer loyalty Saturday, February 13, 2010
Analyze & Measure Google Analytics •Traffic •Referrals •Conversions •Page views •Time on site Engagement •Postrank.com •Comments •Social sharing •Referrals from SM sites Saturday, February 13, 2010
Teaching Inbound Marketing 1. Encourage blogging •Wordpress.com (.org for advanced users) •Google Analytics 2. Encourage community participation •Read & subscribe to blogs •Comment •Use twitter 3. Encourage backchannel discussion •Twitter #hashtag for class related discussions •Use blog for assignments & topic discussion •Post slide decks to slideshare.net 4. Use collaboration tools for group projects •Google Wave •Google Docs •mindmeister.com Saturday, February 13, 2010
Thanks! • Web: www.leveltendesign.com/blog • Twitter: @LevelTen_Colin • E-mail: colina@getlevelten.com Saturday, February 13, 2010
Photo Credits • http://www.flickr.com/photos/pittaya/2349633400/ • http://www.flickr.com/photos/bensutherland/ 2273567157/ • http://www.flickr.com/photos/trazomfreak/ 2588385775/ • http://www.flickr.com/photos/cambodia4kidsorg/ 4291948239/ • http://www.flickr.com/photos/mwichary/ 3408590650/ Saturday, February 13, 2010

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Five Principles of Inbound Markeing, and Four Simple Strategies for Teaching It

  • 1. Five Principles of Inbound Marketing & Four Simple Strategies for Teaching It Saturday, February 13, 2010
  • 2. What is Inbound Marketing? •New term, refers to tactics that allow customers to find your company online. •Mostly pushed by select companies •Umbrella for existing tactics - primarily SEO & Social Media Saturday, February 13, 2010
  • 3. Case Study: About: •Founded in 2006 by Dharmesh Shah & Brian Halligan •VC funded •Sell web based software for inbound marketing Saturday, February 13, 2010
  • 4. Case Study: Using SEO & Social Media: •Secured millions in extra VC funding •Created market demand for “inbound marketing” (while flooding search markets with content for that term) •Created popular YouTube videos (250k views) •Top ranked marketing blog (#28 on AdAge’s Power 150 list) •Popular employee Twitter accounts Saturday, February 13, 2010
  • 5. Case Study: “Inbound Marketing” Promotion: •Sponsored Inbound Marketing Summit Google demand for “inbound marketing” •Created Inbound Marketing University •Published the Inbound Marketing book HubSpot Growth 2006-2009 Saturday, February 13, 2010
  • 6. Five Principles of Inbound Marketing 1. Listen & learn 2. Create exceptional content 3. Use the right online marketing mix 4. Engage with your customers 5. Analyze & measure Saturday, February 13, 2010
  • 7. Listen & Learn •Most important •Know your customers & industry •Google Tools • Google Reader • Google Alerts •Social Searches • SocialMention.com • Search.Twitter.com •RSS Feeds Saturday, February 13, 2010
  • 8. Create Exceptional Content Text based •Blog posts •Articles •White papers •Status updates •Websites Rich media •Videos •Podcasts / audio •Photos •Games Saturday, February 13, 2010
  • 9. Use the Right Online Marketing Mix SEO • Optimizing for search traffic • Search still best place for qualified traffic • Time intensive Social Media • Engaging with people • Creating content • Can be good traffic source • Branding benefits • Time intensive Saturday, February 13, 2010
  • 10. Use the Right Online Marketing Mix SEO On site optimization •Keyword usage •Clean code •Site usability / behavioral stats •Internal linking •Fresh content •Title tags Off site optimization •Inbound links Analysis & Measurement •Google analytics •Keyword rankings (becoming less important) •Conversions Saturday, February 13, 2010
  • 11. Use the Right Online Marketing Mix Social Media Creating & Share Content •Text content •Rich media Intelligent Listening •Social searches •Prompt responses Community Participation •Twitter •Facebook •LinkedIn •Forums •Commenting •Social conversation •Offline engagement Analysis & Measurement •Brand mentions Be Human. •Engagement •Google analytics •Conversions •Brand perception Saturday, February 13, 2010
  • 12. Engage With Your Customers Engagement Tactics •Commenting on blogs •Status updates •Searching & responding •Create useful content that drives dialogue •Conversations on social networks •Promoting others as much as possible Benefits •Builds long term community •Cuts customer service costs •Lead generation •Branding •Website traffic •Customer loyalty Saturday, February 13, 2010
  • 13. Analyze & Measure Google Analytics •Traffic •Referrals •Conversions •Page views •Time on site Engagement •Postrank.com •Comments •Social sharing •Referrals from SM sites Saturday, February 13, 2010
  • 14. Teaching Inbound Marketing 1. Encourage blogging •Wordpress.com (.org for advanced users) •Google Analytics 2. Encourage community participation •Read & subscribe to blogs •Comment •Use twitter 3. Encourage backchannel discussion •Twitter #hashtag for class related discussions •Use blog for assignments & topic discussion •Post slide decks to slideshare.net 4. Use collaboration tools for group projects •Google Wave •Google Docs •mindmeister.com Saturday, February 13, 2010
  • 15. Thanks! • Web: www.leveltendesign.com/blog • Twitter: @LevelTen_Colin • E-mail: colina@getlevelten.com Saturday, February 13, 2010
  • 16. Photo Credits • http://www.flickr.com/photos/pittaya/2349633400/ • http://www.flickr.com/photos/bensutherland/ 2273567157/ • http://www.flickr.com/photos/trazomfreak/ 2588385775/ • http://www.flickr.com/photos/cambodia4kidsorg/ 4291948239/ • http://www.flickr.com/photos/mwichary/ 3408590650/ Saturday, February 13, 2010