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Inbound marketing (1)
This document provides an overview of inbound marketing. It discusses how consumer buying habits are changing as people spend more time online, and how marketing must shift from outbound interruption tactics to inbound strategies that attract and engage customers. The key aspects of inbound marketing are creating valuable content to draw in visitors and drive traffic to a company's website, then nurturing those leads through the sales funnel with additional content until they convert to customers. Tracking metrics at each stage allows measuring the ROI of inbound marketing campaigns.
Inbound marketing (1)
- 1. Inbound Marketing Overview ConorBoyce Earlytoe.com February 2013
- 2. Contents • Digital migration • Outbound to Inbound Marketing • Inbound Definition • Role of Content Marketing • Step 1:Driving traffic to website • Step 2: Online Lead Generation • Step 3:Converting Leads to Sales • Step4: Analyse and Measure • ROI
- 3. “If you alwaysdo what you always did, you will always get what you always got”Henry Ford
- 4. Modern Marketing Facts Migration to the web enabled society is relentless
- 5. People are becomingdigitally connected 24/7
- 6. Effects of digitaldisruption are all around
- 7. Consumer buying habitsare changing
- 8.
- 9. Did you knowthat ……
- 10. The average USinternet user..
- 11. One third ofUS consumers…
- 12. The growth ofsocial networking…
- 13. 90 million tweetsper day…
- 14. Growth of popularityof blogs
- 15.
- 16. Mobile commerce onthe rise
- 17.
- 18. Buying habits arechanging
- 19. “Internet has turnedwhat used to be a controlled one way message into a real time dialogue with millions”(Future of Advertising Fast Company 2010)
- 20. Two types ofmarketing Outbound - interrupt Inbound - attract
- 21.
- 22. Inbound – getfound, convert, analyse
- 23. What is inboundmarketing?Inbound Marketing is a marketing strategy where businesses implement tactics to ‘get found’ online by customers.
- 24. Inbound Marketing involvescreating and providing valuable content for your customers, promoting your remarkable content, building customer relationships, and overall ‘pulling’ the customer toward you
- 25. Inbound Marketing Strategies • Create Brand Awareness • Improve search Engine Optimisation • Create Thought Leadership • Develop Valuable Customer relationships • Establish Credibility • Build Trustworthy reputations
- 26. Inbound Marketing isto digital as..Messi is to Barca
- 27. The Inbound processmanages Digital Traffic !
- 28. Inbound methodology makesthings work together! with ease and harmony
- 29.
- 30. A Process nottactics….. • Inbound marketing is like a puzzle – but not because it’s confusing. It’s a puzzle in the sense that it’s made up of many pieces. Pieces that should not stand on their own, but when put together, make total sense.
- 31.
- 32. Website is theHub of all online activities..
- 33. It’s your onlinestore…
- 34. Step 1: How to Get Found = Driving Traffic to Website • Create Remarkable content
- 35. Optimise the contentfor Social Sharing…
- 36. Responsive Design • Optimised for all screen sizes and devices
- 37. Content creation isthe keystone of Inbound Marketing
- 38. In the digitalworld….. content Generates momentum Grows your Digital real estate Adds value to your assets Drive’s ROI
- 39. Content marketing isabout…… Traffic generation
- 40. 70% of clicksare organic (not paid)
- 41.
- 42. Content creation • Inbound marketing starts with blogging. A blog is the single best way to attract new visitors to your website. Blogging is not the answer to a lazy man’s dreams.
- 43.
- 44. It pays toblog….
- 45. Frequent blogging =more customers
- 46. Why Blogging? • Each page on a website is an opportunity to rank for a keyword or phrase. More pages means more chances to rank – enter the magic of content creation. • Blogging is a content foundation that helps you create email newsletters, SEO-friendly website content, social media, and other marketing initiatives with less effort
- 47. Why Blogging? • Blogging is the only online marketing initiative that creates its own by-products. • Search engines are trying to create the ultimate search experience and their search algorithms put a very heavy bias on websites that produce quality content. • Companies that blog 15 or more times per month get 5X more traffic than companies that don't blog at all.
- 48. Impact of monthlyblog articles
- 49. A blog isessential for any online business
- 50. Point Being ……. • If a blog gets posted in the forest, will anyone read it? • Calories get spent creating keyword rich blog content and its impact on search engine traffic will be severely impeded if links to those articles are not shared on social media. • Building “sharing” functionality into your content (like a “Tweet This” button) will allow others to share what they just read with their followers by simply clicking.
- 51. Social lives atthe top of the funnel
- 52. Discovery prior tointerest
- 53.
- 54. Step 2: What’shappens to website traffic? Conversion tactics • Online lead Generation
- 55. Conversion Tools Premium content Offers. Landing Pages Calls To Action
- 56. How does traffictranslate into leads… • Leads are generated by making top level content offers and landing pages!
- 57. Content offers Research Who isthe your ideal customer(s) and What information is of value to them ?
- 58.
- 59. Good examples …Genoo
- 60.
- 61. Step 3: Convertleads to customers Turning Leads To customer requires…….. Targeted Content
- 62.
- 63.
- 64. Follow up onleads…. A human or a machine
- 65.
- 66. Help that leadalong the way
- 67. Step 4: Analyseand Measure Digital Footprint means almost full traceability
- 68. If you don’t…… Things go wrong!
- 69. No hiding placeanymore….. Every campaign can be measured and ROI determined!
- 70. Digital Footprint means……. We know everything. Marketing has never been easier.
- 71. What are thekey metrics….
- 72.
- 73.
- 74. Closing the Loop:Measuring ROI
- 75. Marketing Automation andTechnology Does the heavy lifting for Inbound Marketing