Traditional marketing is losing effectiveness. The life of your business depends on marketing. So which is the best way to attract customers? Through Inbound Marketing: attracting visitors that are actively looking for your business, convert them into leads, close them into customers, and delight them so they would be promoters of your brand. In this presentation, we'll go over: - Why Inbound Marketing? - Outbound vs. Inbound Marketing - How does Inbound Marketing Work? - The Stages of Inbound Marketing - Tools to Get You Started - Results You Can Get With Inbound Marketing Feel free to give me feedback: Félix Lámbiz Website: www.optin.marketing Twitter: @felixlambiz E-mail: flambiz@optin.marketing

1. HOW TO MAKE PEOPLE TO LOVE YOU
WHILE GROWING YOUR BUSINESS
INBOUND MARKETING
Félix Lámbiz

2. WHY AM I HERE?

3. NOT TO GIVE YOU YOUR TYPICAL
DIGITAL MARKETING TALK:
“….IN 2017, EVERYONE WILL USE
THEIR MOBILE TO BUY THINGS…”

4. I’M NOT HERE TO GIVE YOU JUST
STATS.
I’M HERE TO GIVE YOU ACTIONABLE
ADVICE TO GROW YOUR BUSINESS.

5. ARE YOU READY
TO LEARN?

6. LET’S
START

7. WHY INBOUND?

8. LET ME TELL YOU
A BRIEF STORY

9. MY
FIRST
JOB

10. “FÉLIX… YOU NEED TO CALL
THESE PEOPLE AND ASK THEM
TO MAKE A MORTGAGE PAYMENT”
My Former Boss
MY FIRST DAY

11. AROUND
2008

12. MY JOB WAS TO TALK
TO PEOPLE… ALL DAY

13. “FÉLIX… YOU ARE GOING TO
HAVE TWO TYPES OF CALLS..
OUTBOUND AND INBOUND”
My Former Boss

14. WHAT’S INBOUND
AND OUTBOUND?

15. “95% OF YOUR TIME WILL BE
DEDICATED TO CALL PEOPLE
AND COLLECT A DEBT”
My Former Boss
OUTBOUND?

16. “5% OF YOUR TIME WILL BE
DEDICATED TO RECEIVE CALLS
FROM PEOPLE”
My Former Boss
INBOUND?

17. EASY RIGHT?

18. SO…
HOW DID IT GO?

19. OUTBOUND
Credits: Flickr (Tiara Rae Photography)

20. INBOUND
Credits: Flickr (Tiara Rae Photography)Credits: Flickr (Tom Simpson)

21. 100 CALLS A DAY
COLLECTED 1 PAYMENT
(1% CLOSING RATE)

22. INBOUND Credits: Flickr (Glorious Treats)

23. 4 CALLS A DAY
COLLECTED 2 PAYMENTS
(50% CLOSING RATE)

24. SO…
EVERY AGENT WOULD KILL TO
RECEIVE INBOUND CALLS

25. WHY?

26. OUTBOUND
CALLS ARE
BASED ON
INTERRUPTION
Credits: Adara Associates

27. YOU DON’T
KNOW THE
PERSON’S
SITUATION
Credits: Adara Associates

28. INBOUND
IS BASED
ON
ATTRACTION

29. PEOPLE WILL
CALL YOU
WHENEVER
THEY ARE
READY

30. PEOPLE WILL GIVE YOU THEIR
MONEY… THEY’RE JUST NOT
READY YET
FIRST LESSON

31. PEOPLE WILL GIVE YOU THEIR
MONEY… THEY’RE JUST NOT
READY YET
FIRST LESSON

32. WHAT DOES THIS HAS TO DO
WITH MARKETING OR YOUR
BUSINESS?

33. WHAT DOES THIS HAS TO DO
WITH MARKETING OR YOUR
BUSINESS?
A. EVERYTHING

34. WHAT’S INBOUND MARKETING
AND OUTBOUND MARKETING?

35. OUTBOUND MARKETING = TRYING TO GET PEOPLE’S
ATTENTION WHEN THEY ARE NOT EXPECTING IT
Credits: Flickr (Sergio Alvarez)

36. Credits: siroppe.com
INBOUND MARKETING = ATTRACTING PEOPLE WHEN
THEY ARE LOOKING FOR IT

37. SO YOU’RE PROBABLY
THINKING…

38. FÉLIX… YOU ARE
MAKING THIS UP.
You

39. NO… I’M NOT
Me

40. WHO “INVENTED” THE
INBOUND MARKETING?

41. BRIAN HALLIGAN
(RIGHT)
DHARMESH SHAH
(LEFT)

42. IN 2005, THEY
WROTE THIS
BOOK

43. DID I TELL YOU THAT WE ARE FRIENDS?

44. THEY FOUNDED
HUBSPOT IN 2006
8 YEARS LATER,
THEY GO PUBLIC

45. SO.. HOW DO THEY
DID IT?

46. YOU KNOW THE ANSWER
HINT: INBOUND MARKETING?

47. OK FÉLIX… GET
TO THE POINT
You

48. WHY INBOUND?

49. TRADITIONAL MARKETING
(OUTBOUND) IS BROKEN

50. WHY IS IT
BROKEN?

51. LET’S UNDERSTAND WHICH
ACTIVITIES ARE OUTBOUND
AND WHICH ARE INBOUND

52. <10% OF
CLICKS
+90% OF
CLICKS

53. OUTBOUND MARKETING IS
LOSING EFFECTIVENESS

54. HERE ARE SOME FACTS FROM THE CUSTOMERS PERSPECTIVE
▸ 86% of people skip television ads. (Source: Voltier Digital)

55. HERE ARE SOME FACTS FROM THE CUSTOMERS PERSPECTIVE
▸ 86% of people skip television ads. (Source: Voltier Digital)
▸ 200 million americans have registered their phone numbers on the
FTC “DO NOT CALL” list. (Source: Federal Trade Commission)

56. HERE ARE SOME FACTS FROM THE CUSTOMERS PERSPECTIVE
▸ 86% of people skip television ads. (Source: Voltier Digital)
▸ 200 million americans have registered their phone numbers on the
FTC “DO NOT CALL” list. (Source: Federal Trade Commission)
▸ Cold calling doesn’t work 90% of the time. (Source: Harvard Business Review)

57. HERE ARE SOME FACTS FROM THE CUSTOMERS PERSPECTIVE
▸ 86% of people skip television ads. (Source: Voltier Digital)
▸ 200 million americans have registered their phone numbers on the
FTC “DO NOT CALL” list. (Source: Federal Trade Commission)
▸ Cold calling doesn’t work 90% of the time. (Source: Harvard Business Review)
▸ People are exposed to 5000 marketing messages… PER DAY. (Source:
Media Dynamics Inc.)

58. HERE ARE SOME FACTS FROM THE BUSINESS PERSPECTIVE
▸ 32% of brands decrease spending on outbound to spend more on
Content Marketing. (Source: Inbound Marketing Agents)

59. HERE ARE SOME FACTS FROM THE BUSINESS PERSPECTIVE
▸ 32% of brands decrease spending on outbound to spend more on
Content Marketing. (Source: Inbound Marketing Agents)
▸ Outbound budgets are annually declining, amounting to 23% of all
marketing spending (Source: Hubspot)

60. HERE ARE SOME FACTS FROM THE BUSINESS PERSPECTIVE
▸ 32% of brands decrease spending on outbound to spend more on
Content Marketing. (Source: Inbound Marketing Agents)
▸ Outbound budgets are annually declining, amounting to 23% of all
marketing spending (Source: Hubspot)
▸ Traditional methods to source leads and customers generate 22% of
all leads. (Source: Hubspot)

61. HERE ARE SOME FACTS FROM THE BUSINESS PERSPECTIVE
▸ 32% of brands decrease spending on outbound to spend more on
Content Marketing. (Source: Inbound Marketing Agents)
▸ Outbound budgets are annually declining, amounting to 23% of all
marketing spending (Source: Hubspot)
▸ Traditional methods to source leads and customers generate 22% of
all leads. (Source: Hubspot)
▸ In 2015, 25% of businesses in Latin America said they were
“Outbound Driven”. (Source: Hubspot)

62. I’M LISTENING.. SO HOW
DOES INBOUND
MARKETING WORKS?
You

63. REALLY SIMPLE…
BECAUSE IT’S THE WAY WE’RE
CURRENTLY BUYING OUR
PRODUCTS AND SERVICES

64. THIS IS THE INBOUND METHODOLOGY

65. LET’S GO OVER THE
FOUR STAGES OF
INBOUND MARKETING

66. FIRST…
PEOPLE DON’T
KNOW YOU YET…
SO YOU HAVE TO
ATTRACT THEM

67. WHAT DO YOU DO WHEN
YOU WANT TO KNOW
THE ANSWER TO A
PROBLEM?

68. YOU SEARCH

69. PEOPLE AREN’T LOOKING FOR
YOUR BUSINESS NAME…
THEY’RE LOOKING FOR
SOLUTIONS TO THEIR
PROBLEMS

70. YOU NEED
TO GET
FOUND

71. KEYWORD: “HOW TO
BUY A HOUSE”
WRITE HELPFUL
AND RELEVANT
CONTENT IN A BLOG

72. IT TAKES
YOU TO A
RELEVANT
CONTENT

73. WHICH TAKES US
TO THE SECOND
STAGE…

74. SECOND…
YOU HAVE TO
CONVERT THEM
INTO LEADS
(POTENTIAL
BUYERS)

75. IT STARTS
WITH A
CALL TO
ACTION

76. THIS IS
THE CALL
TO ACTION

77. AN ATTRACTIVE INCENTIVE
RELATED TO YOUR CONTENT

78. THE CALL TO
ACTION TAKES
ME TO A
LANDING PAGE

79. TO COMPLETE
THE ACTION
YOU MUST FILL
IN A FORM

80. CONGRATULATIONS!
YOU’VE JUST LEARNED
HOW TO GENERATE A
LEAD

81. NOW WE NEED TO
CLOSE IT INTO A
CUSTOMER

82. BUT NOT SO
FAST…

83. 50% OF LEADS ARE
QUALIFIED BUT NOT
YET READY TO BUY
SOURCE: GLEANSTER RESEARCH

84. WHICH TAKES US
TO THE THIRD
STAGE…

85. THIRD…
YOU HAVE TO
NURTURE
THE LEADS

86. LEAD NURTURING:
THE PROCESS OF EDUCATING YOUR
POTENTIAL BUYER IN ORDER TO HELP
THEM MOVE THROUGH YOUR SALES
FUNNEL

87. CRM (KEEP TRACK OF
YOUR RELATIONSHIP)
E-MAIL (BUILD TRUST
IN A PERSONAL WAY)
WORKFLOWS (A SERIES OF
AUTOMATED MESSAGES TO
EDUCATE CUSTOMERS )

88. NURTURE LEADS THROUGH EMAIL

89. THIS IS A CRM

90. KEEPS TRACK
ALL OF YOUR
POTENTIAL
BUYERS
INTERACTIONS

91. AND IDENTIFY
WHEN THEY
ARE READY
TO BUY

92. CONGRATULATIONS!
YOU’VE JUST
MADE A SALE

93. BUT NOT SO
FAST…

94. CUSTOMERS ARE 4X
MORE LIKELY TO BUY
WHEN REFERRED BY A
FRIEND
SOURCE: NIELSEN

95. SO REFERRALS
HELP YOU GROW
YOUR BUSINESS

96. HOW DO I KEEP
THEM COMING
FAST?

97. WHICH TAKES US TO
THE FOURTH AND
FINAL STAGE…

98. YOU SHOULD
CONVERT YOUR
CUSTOMERS INTO
PROMOTERS OF YOUR
BUSINESS

99. HOW MANY OF YOU HAVE
DECIDED TO BUY PRODUCT
BY THE REVIEWS IT HAS?

100. THIS GIVES SOCIAL PROOF TO YOUR BUSINESS

101. MONITOR CONVERSATIONS RELATED TO YOUR BRAND

102. THE FRAMEWORK YOU MUST FOLLOW

103. OK.. SO WHAT
TOOLS DO YOU
USE?

104. ATTRACT
▸ Blogging:
▸ Wordpress
▸ Blogger
▸ Squarespace
▸ Keywords:
▸ Google
Keyword
Planner
▸ Bing Keyword
Tool
▸ Social Publishing:
▸ Hootsuite
▸ Buffer
▸ SproutSocial

105. CONVERT
▸ Forms:
▸ Formstack
▸ NinjaForms
▸ SumoMe
▸ Leadin
▸ Calls-to-Action:
▸ Canva
▸ Landing Page:
▸ Unbounce
▸ LeadPages
▸ Instapage

106. CLOSE
▸ CRM
▸ Hubspot CRM
▸ Salesforce
▸ RelateIQ
▸ Pipedrive
▸ InfusionSoft
▸ E-mail and
Workflows
▸ Mailchimp
▸ Campaign Monitor
▸ GetResponse
▸ Autopilot
▸ Emma
▸ AWeber
▸ Marketing
Automation
▸ Hubspot
▸ Marketo
▸ Act-on

107. DELIGHT
▸ Surveys
▸ Typeform
▸ SurveyMonkey
▸ Wufoo
▸ Monitoring
▸ Mention
▸ Hootsuite
▸ Topsy

108. OR.. YOU COULD
USE ONLY ONE
TOOL

109. ALL IN ONE MARKETING SOFTWARE
▸ Hubspot
▸ Marketo
▸ Act-on

110. DOES IT REALLY
WORK?

111. HERE ARE SOME FACTS FROM THE BUSINESS PERSPECTIVE
▸ The # of marketers who practice Inbound Marketing grew from 60%
to 85% this year. (Source: Hubspot)
▸ E-mail marketing has 2x higher ROI than cold calling, networking or
trade shows. (Source: Marketing Sherpa)
▸ Inbound marketing costs 62% per lead than traditional outbound
marketing. (Source: Mashable)
▸ In 2015, 75% of businesses in Latin America said they were “Inbound
Driven”. (Source: Hubspot)

113. “MARKETING ISN’T ABOUT
BEING PRESENT… IT’S
ABOUT BEING RELEVANT”
Félix Lámbiz (@felixlambiz)
Linkedin: Félix Antonio Lámbiz
E-mail: flambiz@optin.marketing