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Inbound marketing 101
The document provides an overview of inbound marketing, emphasizing its focus on creating quality content that attracts customers naturally. It discusses the importance of aligning content with customer interests, engagement strategies, and the benefits of building loyalty and trust. Additionally, it highlights the potential for long-term ROI and the creation of brand ambassadors through effective inbound marketing strategies.
Inbound marketing 101
- 1. Inbound Marketing 101(?) March 2015
- 2. Engineer – MBA Majoredin Marketing (and I always knew what I wanted to do in my life) Rohit Kaul
- 3. Everyone likes agood story (Lesson #1) Only two lessons in today’s session Takeaway?
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- 6. • What itis not: – Templates to create inbound marketing campaign – How to get my video viral – How to get my CPC to Rs 10.81 from Rs 14.52 – I hate Facebook The Session
- 7. • What itis: – Everything else The Session
- 8. • <Add definitionhere> What is Inbound Marketing
- 9. • Inbound marketingfocuses on creating quality content that pulls people toward your company and product, where they naturally want to be. By aligning the content you publish with your customer’s interests, you naturally attract inbound traffic that you can then convert, close, and delight over time (HubSpot) • Inbound marketing is promoting a company through blogs, podcasts, video, eBooks, e- newsletters, whitepapers, SEO, social media marketing, and other forms of content marketing which serve to attract customers (Wikipedia) • Mashable: http://mashable.com/2011/10/30/inbound-outbound-marketing/ What is Inbound Marketing
- 10. What is InboundMarketing Product/Service Customers You BUY $$$
- 11. What is InboundMarketing Product/Service Customers You BUY $$$ How do I know about this awesome product/service
- 12. What is InboundMarketing Product/Service Customers You BUY $$$ How do I know about this awesome product/service Advertise
- 13. What is InboundMarketing https://www.youtube.com/watch?v=Fjq-hIfQmyY
- 14. What is InboundMarketing Product/Service Customers You BUY $$$ How do I know about this awesome product/service Content
- 15. • <Add pointshere> Keywords
- 16. • Content • Content •Content Keywords
- 17. • <Add nameshere> Brands/Companies/Campaigns?
- 18. • Volvo JCVDTruck ad (https://www.youtube.com/watch?v=M7FIvfx5J10) • Mahindra Rise • Harley Davidson • HCL Tech (CXO Talk) • Truly Madly (Breaking stereotypes) • Kickstarter • Tripadvisor • Dewarists • YouTube? • Amway? Brands/Companies/Campaigns?
- 19. Why Inbound Marketing •To be in the minds of the customers • Figure out what can be the next product • Engagement – Creates loyalty, reliable, trust factor, emotional connection • Feedback and market research • Closer to the customer • Thought leader in the industry • Cost effective • New technology and new products – building the market • Organic brand growth
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- 21. Why Inbound Marketing •Cheaper • Closer to customer • Long term ROI • Creates brand ambassadors (may be millions of them)
- 22. Is it Inboundor Outbound? • Facebook (promoted posts, page likes, etc.) • SEO • Twitter (6.5 L per quarter commitment !)
- 23. Is Mass MediaDead? • VidyaGyan TVC
- 24. Before we goany further…. Good product Product strategy Marketing strategy Inbound marketing
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- 26. Teamwork • Organization 1:Organizes music concerts (classical, semi- classical, indie) in Delhi NCR • Organization 2: Runs K-12 school in Lucknow • Organization 3: Sells solar powered inverters in Delhi NCR to companies
- 27. Teamwork – AddNames • Organization 1: Organizes music concerts (classical, semi- classical, indie) in Delhi NCR • Organization 2: Runs 3 K-12 schools in Lucknow • Organization 3: Sells solar powered inverters in Delhi NCR to companies
- 28. Teamwork 15 minutes: Productstrategy 5 minutes presentation (per group) Brainstorming 15 minutes: Marketing strategy 5 minutes presentation (per group) Brainstorming 15 minutes: Inbound marketing strategy 5 minutes presentation (per group) Brainstorming
- 29. Teamwork – Whatdo we expect to learn • Media strategy • Content strategy • Measurement and metrics • Linking it all to sales ($$$)
- 30. What is goodcontent • Relevant – To the customer, to the larger context, to the product • Easy to understand • Quirky/intriguing • Call to action – Explicit/implicit
- 31. What is goodcontent Contextually relevantIntriguing Easy to consume Your Content • Content delivery • Frequency • Updates • Authors • Link with the brand • Link with end objective
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- 35. Brainstorm • Inbound MarketingStrategy
- 36. Have we checkedall the boxes Media • Website • Blog • Social presence • Newsletters • E-mail • Snail mail • Mobiles • Seminars/get-togethers • ??
- 37. Have we checkedall the boxes Content • Stories • Images • Video • Thought leadership • White papers • Industry studies • ??
- 38. How Inbound MarketingWorks • Draw: Get people in • Engage: Involve them • Captivate: Hooks to sustain and amplify engagement • Sustain: Let people talk about you
- 39. User’s Lifecycle • Stranger •Aware • User • Blown away • Evangelizer
- 40. You have beenMapped Stranger Aware User Blown away Evangelizer Draw Engage Captivate Sustain Media strategy Content strategy Measurement and metrics Linking it all to sales ($$$)
- 41. Teamwork - Reloaded Mapyour inbound marketing strategy to this model 5 minutes presentation (per group)
- 42. Stranger Aware Draw Media strategy Contentstrategy Measurement and metrics Linking it all to sales ($$$) You have been Mapped
- 43. User Engage Media strategy Content strategy Measurementand metrics Linking it all to sales ($$$) You have been Mapped
- 44. Blown Away Captivate Media strategy Content strategy Measurementand metrics Linking it all to sales ($$$) You have been Mapped
- 45. Evangelizer Sustain Media strategy Content strategy Measurementand metrics Linking it all to sales ($$$) You have been Mapped
- 46. The End Game(Ideally) • Zero marketing dollars on existing customers • Close to zero marketing dollars on acquiring new customers • Community of engaged users, repeat use • User-generated content or user-based content • Sustainable (not flash in the pan)
- 47. Food for Thought •Do you need Inbound marketing? • Why doesn’t Flipkart hire Rohit as marketing head and save millions every month by stopping all outbound marketing • This the panacea to all my marketing woes • To viral or not to viral
- 48. Little by Littleone travels far (Lesson #2) Takeaway?
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