This document discusses inbound marketing strategies for businesses in 2012, focusing on the use of social media. It introduces inbound marketing as a way for businesses to get "found by customers" through SEO, PPC, email and social media rather than traditional outbound marketing approaches. The document then provides more details on specific social media platforms like blogging, Facebook, YouTube, Twitter, LinkedIn and Google+ and why businesses should consider using each one. Key reasons include using them for networking, positioning as an authority, crowd-sourcing, building relationships and driving traffic. The document concludes with an invitation for questions and discussion on these topics.

1. Inbound Marketing in 2012

2. Agenda
 Introduction and a bit of background
 Inbound Marketing & ‘The Shift’
 Businesses Use of Social Media
– Blogging
– Facebook
– YouTube
– Twitter
– LinkedIn
– Google+
 Q & A and Discussion Session

3. Introduction and a bit of background
 Alastair Banks – Director
 Established in ‘99 with business partner James Dawkins – Exeter Uni
 Based in Exeter – Clients all over the UK
 Team of 10 – Specialists in their own areas of the web – Design /
Development / Online Marketing
 Since 2006 TravellersConnected.com has been featured in
Telegraph and Times top 100 travel websites in the world
 2007 won ‘Best Franchise Website’ Award at the Franchise
Marketing Awards – beating Domino’s
 2008/2010 finalists at the FSB awards for Enterprise
 2009 client yougen.co.uk won ‘Green Web Award’
 2009/2010 – Likeminds Social Media Conference Official Partners
 2011 - Engaged by Exeter University to deliver their SM strategy

4. Questions...
Do you want more opportunities to build stronger
relationships with suppliers/clients/partners?
Do you position yourself as an authority in your
industry...or maybe you want to?
Are you interested in FREE marketing?

5. How do you market your business?

6. Too Much Marketing
It’s a fact that the average adult consumer is presented with more opportunities
to spend money, in one 4-hour period than he was in thirty 24-hour periods
just a decade ago.
There is a mammoth amount of marketing ‘noise’ bombarding the consumer
every day, vying for their discretionary income and their credit.
In business-to-business marketing the same basic situation exists. Although,
there is less cold call selling going on today than at any time I can recall, there is
much more business-to-business marketing taking place.

7. Inbound
Outbound
versus
Advertising, PR TV, SEO, PPC, Email,
Radio Social Media

8. What is Inbound Marketing?
Focus on getting ‘found by customers’

9. David Meerman Scott
Inbound – Earn Their Way In
Outbound – Buy, Beg or Bug Their Way In
Consumers have more power
Marketers must show more respect
Photo source: wikipedia

10. Seth Godin
Permission Marketing NOT Interruption Marketing
2 concepts

11. Sneezers

12. Sneezers
Actions
Work out who your sneezers are
Make sure they have your message
Give them the means to pass it on
(this is where social media comes in)

13. Social Media

14. What Social Media Is Not
It’s NOT SELLING
It’s NOT what you’ve just eaten for breakfast ...or lunch ...or dinner
It’s NOT going to take you all day...although there is a cost
It’s NOT about celebrities
It’s NOT just for kids
It’s NOT an event...it’s a process
It’s NOT a quick fix
It’s NOT going to hide/solve a poor business plan or customer service
It’s NOT SELLING

15. What Social Media Is...
Social Media is about engagement and conversation
Broadcast media Social media
Broadcast Discussion
One way Two way
Repeating the message Adapting the message
Entertaining Influencing / Involving
Company creating Co-creating
Public Relations Personal Relationship
Governed Guided
Static Dynamic
Social Media is ‘Inbound Marketing’
Social Media is about participation
Social Media is great for networking – as an enabler
Social Media is not just about the tools – Needs business fundamentals and
strategy
Social Media is about engagement and conversation

16. Blogging

17. Blog Strategy
http://www.optixsolutions.co.uk/blog/
http://www.iambanksy.co.uk

18. A few key reasons for businesses to
blog
 Blogs are well respected by Google
 Blogs usually have RSS built in - keep users easily
updated on your news
 Gives personality to your business

19. Facebook

20. Facebook
 1,277,757 fans – and growing (doubled
in the last 12 months)
 Whenever they make an update to their
page, these fans are notified
 They make a point of updating their
page multiple times a day
 Post snippets of articles, directing
traffic to their site for the full article
 Host discussions on their page through
comments, helping to attract new
interest and gain free coverage

21. Facebook
 7,323 fans
 Fantastic engagement with community
 Backed up by their other social
networks
 Ideas include – sending photos in at
their restaurants/offers/competitions
 Great example of holistic approach:
http://www.giraffe.net/smile

22. A few key reasons businesses should
consider Facebook
 Facebook has over 850 million users!
 More than half return everyday
 The viral nature of Facebook means stories can
spread within minutes

23. YouTube

24. YouTube
 CVP TV has had 522,211 video views
(more views than the Guardian) and
have 731 subscribers
 Intro / Showcase of the Sony HVR-Z7E
Professional HD Video Camera /
Camcorder got 100,812 views
 Customised channel is a gateway to
their website
 Update the channel multiple times a
month and have dozens of videos that
have been added since 2008

25. A few key reasons businesses should
consider YouTube
 Google owns YouTube - Results are seeded with
videos
 It’s the second largest search engine in the world -
maybe people are searching for your
product/service?
 Video shows depth and dimensions not possible with
text and images

26. Twitter

27. Twitter
 Now has more than
1.5million followers
 Tweeting ‘twitter only’
deals
 Providing customer
support
 Famously quoted as
making approx $3.5
million in first 18 months
from Twitter

28. Twitter
 10,229 followers
 Has successfully built a
community feel to their
SM presence
 Engage and Interact with
community giving
personality to the brand
 Push out
offers/comps/prizes

29. A few key reasons businesses should
consider tweeting
 Real Time results are now showing up in Google
 It’s digital word of mouth - if you’re not there,
you’re less likely to benefit
 Provide customer service/value to followers, be
seen as a resource
 Build Connections/Relationships with
Clients/Suppliers/Journalists
 Crowd Source

30. LinkedIn

31. LinkedIn
 More about Personal Brand
than Company Brand but
still valuable
 Position yourself as
authority through groups
and answers
 Target people for sales
(but not in a pushy way)
 Building your network of
contacts

32. A few key reasons people should be
using LinkedIn
 It’s the Grown Up Facebook - or ‘Facebook for
Business’
 Ability to position yourself as an expert in your
industry
 Great tool for networking (and possible sales
prospecting)

33. Google+

34. Google+
 Both Brand and Personal
spaces
 Position yourself as
authority through circles
 Target people for sales
(but not in a pushy way)
 Building your network of
contacts

35. A few key reasons people should be
using Google+
 It has immense potential for SEO, Google is the
largest and most popular search engine
 Ability to position yourself as an expert in your
industry
 Great tool for networking (and possible sales
prospecting)

36. Questions/Discussion/Debate