This document introduces inbound marketing as an alternative to outbound marketing. It defines inbound marketing as letting prospects find a business through content and search engine optimization rather than interruptive advertising. The document outlines the four steps of inbound marketing as creating shareable content, optimizing content for search engines and social media, promoting content on social platforms, and converting visitors into leads and sales through calls to action and analytics. It provides examples of how inbound marketing reduces costs and increases leads and sales compared to outbound methods.

1. Introduction to Inbound Marketing
Bruce Jones
CEO Design & Promote
g
Twitter: @BruceJones

2. Value of Inbound Marketing
Inbound marketing pulls
buyers into your business

3. What is Outbound Marketing?

4. Problem: Outbound Marketing Isn’t Working
800-555-
1234
Annoying
Salesperson

5. Solution: Inbound Marketing
Content SEO Social Media

6. What is Inbound Marketing?
Letting your prospects find you when they are
looking for the products or services you sell
Making your site be the destination for online
searches
Serving as a knowledge resource that people trust

7. Good News About Inbound Marketing
Budget (Outbound) Brains (Inbound)
Flickr: Joakim Jardenberg
Flickr: Andrew Magill

8. More Good News: Lower Cost Per Lead
Source: survey of hundreds of businesses: HubSpot.com/ROI

9. Success Drives Investment in Inbound
Why Businesses Are Changing Marketing Budgets
Source: Survey of hundreds of businesses from HubSpot.com/ROI
y p

10. Key Questions to Get Started
1. Have I identified the correct high volume keywords that
will help drive traffic?
2. Am I regularly creating new, share-worthy content?
3. Am I optimizing my content for search and social
media?
4. Am I promoting my content in social media
conversations?
5. Am I converting as many visitors into leads and sales
as I can?

11. 4 Steps to Successful Inbound Marketing
1. Create
1 C t
2. Optimize
3. Promote
4. Convert & Analyze

12. Step 1: Create Content
1. Create
1 C t
2. Optimize
3. Promote
4. Convert & Analyze

13. Inbound Marketers are Publishers
Stop thinking like a
marketer or advertiser.
Start thinking like a
publisher and socializer.

14. Publish Everything, Everywhere

15. Blogging: A Great Way to Get Started
Source: Data from over 1 500 small businesses - http://hub tm/BlogROI
1,500 http://hub.tm/BlogROI

16. What Gets Shared?
Rarely Frequently
Shared Shared
Sh d
• Product info • New market data
• Software documentation • Educational content
• Content about YOU • Content about your industry

17. Step 2: Optimize
1. Create
1 C t
2. Optimize
3. Promote
4. Convert & Analyze

18. Google is Judge, Jury & Executioner
HubSpot.com/cartoons
H bS t / t

19. SEO = Context + Authority
Ranking Algorithm:
f(n): Context + Authority

20. 25% On-Page SEO (Context)
1. Page Title
2. Clean URL
3. Headers & Content
4. Description

21. 75% Off-Page SEO (Authority)
Authority is Determined by Inbound Links

22. More and Better Content Links
Source: Data from selected websites using www.WebsiteGrader.com

23. Step 3: Promote
1. Create
1 C t
2. Optimize
3. Promote
4. Convert & Analyze

24. Remember: It’s Not About You, EVER!
HubSpot.com/cartoons

25. Target Your Content
Target content to
your marketing
personas.

26. Create an Engaging Presence

27. Promote Content via Social Media
Remarkable
Content

28. Make Sharing Easy

29. Social Media Promotion Generates Leads & Sales
Source: survey of hundreds of b i
S f h d d f businesses: H bS t
HubSpot.com/ROI
/ROI

30. Step 4: Convert
1. Create
1 C t
2. Optimize
3. Promote
4. Convert & Analyze

31. Put Calls to Action on All Your Content

32. Use Landing Pages with Forms

33. Track Your Conversion Rate & Analytics

34. Analyze Your Marketing

35. Inbound Marketing Summary
Create Optimize
Convert
& Analyze
Promote

36. Inbound Marketing Resources
WebsiteGrader.com
StatCounter.com
y
FreeKeywords.Wordtracker.com
SEObook.com
SEOmoz.com
SEOmoz com
HubSpot.com
WordPress.org
Contact Me
bruce@designandpromote.com
DesignAndPromote.com
620-995-7109