Inbound marketing is a strategic marketing approach focused on attracting customers through helpful and relevant content rather than interruptive ads. By creating content that addresses customer problems and needs, inbound marketing attracts qualified prospects and builds trust in the business. Key elements of inbound marketing include content marketing, driving traffic through search engine optimization and social media, marketing automation using tools like CRM and email marketing, as well as analytics to measure results.

1. Inbound Marketing
January 2018

2. What is Inbound Marketing?
Inbound marketing is an approach focused on attracting
customers through content and interactions that are
relevant and helpful — not interruptive. With inbound
marketing, potential customers find you through channels
like blogs, search engines, and social media.
By creating content designed to address the problems
and needs of your ideal customers, inbound marketing
attracts qualified prospects and builds trust and
credibility for your business.

3. Inbound marketing best practises
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Full marketing automation
Campaign tracking
Behavior based emails
CRM and sales automation
Reporting and analytics
Content marketing
Driving traffic
Google Adwords
Search engine optimization
Social media

4. Full marketing automation
Marketing automation refers to the software that exists with the goal of automating marketing actions. Many
marketing departments have to automate repetitive tasks such as emails, social media, and other website actions. The
technology of marketing automation makes these tasks easier.

5. Full marketing automation Tools
Marketing automation is about
nurturing leads over time -- creating
incremental steps that will educate
your leads about the choice in front of
them.

6. Full marketing automation
1. Do Your Research: 2. Set Goals: 3. Evaluate and Test: 4. Integrate Social media
into Your Strategy:
Make sure that the
messages triggered for
customers reflect their
interactions with your
company at that particular
point. If they became a lead
after downloading a
particular type of content,
the follow-up messages
should align with that field
of interest.
The point of sending an email
series is to not push your
customers to make a decision
before they are ready to make
one. Masking the same call-
to-action under three
different emails will do you no
good. The goal of each email
should be a distinct step in
the decision-making process.
Put the work into
understanding the impact of
your campaigns. Specifically
for emails, test different
relevant content, subject
lines, and calls-to-action.
Make sure your campaigns
don't run on autopilot
without the necessary
evaluation.
"Social media transformed
the way buyers use the
internet. Buyers seek to
engage with vendors
interactively, clarifying,
sharing ideas, and asking
questions rather than
simply being an audience
for sales and marketing
messages."
Here are a few pieces of groundwork that should be part of any automated marketing campaign:

7. Campaign tracking
It is a method of identifying how users discover your site. It is
used in Google Analytics to accurately track online advertising
campaigns to your website, both from AdWords-generated
campaigns as well as from other advertising sources.
You can use some of the campaign tracking customizations to
adjust whether subsequent ad referrals override earlier
referrals to your site, either organic or paid.

8. General Campaign Features
Feature Method Description
Disable Campaign Tracking _setCampaignTrack() Campaign tracking is enabled by default, but you can use this method
to disable campaign tracking and its associated cookies for a given
page or pages.
Anchors in URLs _setAllowAnchor() Set this method to use the # sign as a query string delimiter in
campaign tracking URLs.
Set Campaign Timeout _setCampaignCookieTimeout() By default, campaigns are tracked for 6 months, so that you can
determine over a 6-month period if visitors to your site convert based
on a specific campaign. However, you can use this method to adjust
the tracking life span for your campaigns.
Campaign Overrides _setCampNOKey By default, the most recent ad impression is the campaign that is
credited in your conversion tracking. If you prefer to associate the first-
most impressions to a conversion, use this method.

9. Behaviour based emails
Behavioural email is the practice of sending
automated, targeted emails to the contacts in your
database based on their interactions with your
company across multiple channels: social media,
email, your website and beyond.

10. Behaviour based emails
Example of Behaviour based emails

11. Advantages of Behaviour-Based
Email targetting
1. Increase in user engagement
Higher conversion rate
One Product, multiple personas
Viewing the customer as a multi-
dimensional person
2.
3.
4.
1.
Behavioral Targeted Emails, or sending targeted emails to your contacts based on their actions and
behaviours, is one of the most effective strategies an inbound marketer can adopt.

12. CRM and sales automation
A good CRM gives you insights into running
your business. A smart CRM gives you the
information you need in a way that you can
use it. An ideal CRM offers you a solution to
simplify your processes from day one. CRM
includes the good, the smart, and the ideal in
an enterprise-ready package.

13. CRM and sales automation
Advantages of CRM and Sales automation
Multiple channels, one
conversation.
Shift your team into
high gear.
Break sales records
without breaking a sweat.
Software that works
the way you do.
Enterprise ready and
ready to go.
More deals, in less time.

14. CRM and sales automation
CRM and sales
automation

15. Reporting and analytics
Reporting and Analytics tool enables
organizations to gain insights by streaming
resource usage and workload data into custom
reports and personalized dashboards.
Indepth website analytics to make meaningful decisions.

16. Reporting and analytics
Reporting and Analytics drives…
 Improved resource utilization and efficiency
 Better capacity planning
 Greater alignment of resources to mission
objectives
Advantages of Reporting and analytics

17. Marketing Analytics & Reporting
Best Practices
Best Practices
Always think critically about each tool that you
use.
Maintain a relentless focus on your marketing
ROI (return on investment).
Pursue a smart, measurable goal.
Develop marketing analytics KPIs and report
on them regularly.
Create action-oriented reports.

18. Reporting & analytics Pyramid

19. Content marketing
Content marketing is a strategic marketing approach focused
on creating and distributing valuable, relevant, and consistent
content to attract and retain a clearly defined audience — and,
ultimately, to drive profitable customer action.

20. Content marketing

21. Content marketing
Content marketing is good for your bottom line —
and your customers
Specifically, there are three key reasons — and benefits
— for enterprises that use content marketing:
1. Increased sales
2. Cost savings
3. Better customers who have more loyalty

22. Content marketing cycle
 WithoutContent,theinternet doesn’texist.
 YourContent would not be found if it is not
in the right place.
 Context is Everything. Know Your TA and speak their
language.

23. Driving traffic

24. Driving traffic
 Focus on the long-tail
 Optimize your articles
 Favour link building
 Produce highly valuable content
 Include URL in your signatures
 Find contributors and be one
 Start a forum
 Use all the benefits of social media
 Bookmark your content
 Offer a free service or product

25. Google AdWords
Google AdWords is an online
advertising service developed by
Google to help marketers reach
their customers instantly.

26. Google AdWords
How did Google know which ads to display?

27. Search engine optimization
SEO stands for “search engine optimization.” It is the process of getting traffic from the “free,” “organic,” “editorial” or
“natural” search results on search engines.
SEO can help your business grow and meet
the business objectives. Search engine
optimization is essential because Users trust
search engines and having a presence in the
top positions for the keywords the user is
searching, increases the web site's trust.

28. SEO Process

29. SEO Tools
1. Google Page Speed Insights
Enter a URL, and this tool will test the loading
time and performance for desktop and for
mobile, plus identify opportunities to
improve (and pat you on the back for what
you’re doing well). The mobile results also
come with a user experience score, grading
areas like tap targets and font sizes.

30. SEO Tools
2. Moz Local Listing Score
See how your local business looks online
Moz crunches data from more than 15
different sources—including Google,
Foursquare, and Facebook—to score your
brick-and-mortar business on how it looks
online. Results come complete with
actionable fixes for inconsistent or
incomplete listings.

31. SEO Tools
3. Keywordtool.io
700+ keyword ideas based on a single
keyword
Enter a keyword, and the Keyword Tool
provides a huge handful of long-tail keyword
opportunities, organized alphabetically.

32. SEO Tools
4. Google Analytics
Complete web stats and search insights
In addition to tracking pretty much every
bit of traffic you could imagine on your
website, Analytics also surfaces many
keyword insights as to which terms
people use to land on your pages.

33. SEO Tools
5. Google Webmaster Tools + Bing Webmaster Tools
Constant website analysis, alerts, and error reports
These webmaster tools help give you a taste of what
the two top search engines think of your site. It’s
helpful to see any bugs, alerts, and indexing issues.
Pro tip: Each of these two tools requires a bit of
installation on your site. If you’ve got a WordPress
website, you can add the webmaster code
automatically through a plugin like Jetpack or Yoast.

34. SEO Tools
6. Open Site Explorer
The free version of Open Site Explorer gives you a quick look a full range of link analysis, including a look at the most
impactful links coming your way and your most linked-to pages.

35. SEO Tools
7. Google Keyword Planner
Know what people search for
Enter a keyword or group of keywords
into the tool, and Google will return all
sorts of helpful stats to guide your
keyword strategy: monthly search
volume, competition, and even
suggested terms you might not have
considered.

36. SEO Tools
8. Google.com in an Incognito Window
Discover auto-fill opportunities
Searching Google.com in an incognito window will bring up that all-familiar list of autofill options, many of which can
help guide your keyword research. The incognito ensures that any customized search data Google stores when you’re
signed in gets left out. Incognito may also be helpful to see where you truly rank on a results page for a certain term.

37. SEO Tools
9. Google Trends
Changes in search volume for key terms
A quick browse or search through Google
Trends can show you the hockey-stick rise
of potential terms and SEO opportunities
for your content.

38. SEO Tools
10. QuickSprout Website Analyzer
Full analysis of your website
The QuickSprout tool does a
comprehensive look at just about
everything: SEO optimization, speed, tags,
keywords, social, links, and even
competitor comparisons.

39. SEO Tools
11. Schema Creator
Uber-customize the way your search
results appear
Create custom code so that your reviews,
events, organizations, and people are
displayed the way you want on search
pages. Once you’ve created your schema
code, copy and paste to your website, or
try the free WordPress plugin for an even
easier implementation.
Here’s an example of schema in action:

40. SEO Tools
12. SimilarWeb
View site stats for any domain
Use this tool to compare traffic between two websites, a helpful tool for competitor research.

41. SEO Tools
13 Find Broken Links
Discover errors on your site
The link report from Ninja Internet Marketers combs through your whole site and highlights a number of link
insights, including the internal and external links that need fixing.

42. SEO Tools
14 Ahrefs’ Site Explorer and Backlink Checker
Complete overview of your website, pages, and links
A free (and substantial) sampling of what ahrefs offers, the dashboards for referring pages and inbound links are
rich and informative.

43. Social media
Social media marketing is the use of social media platforms and websites to promote a product or service.Although the
terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular
for both practitioners and researchers.

44. Social media

45. Pick your platform wisely