This document provides an introduction to inbound marketing. It discusses how inbound marketing uses content to pull buyers into a business rather than relying on outbound marketing tactics like advertising. It outlines the four steps to successful inbound marketing: 1) create valuable content, 2) optimize content for search and social media, 3) promote content on social platforms, and 4) track conversions and analyze marketing efforts. The document emphasizes that inbound marketers should think of themselves as publishers and focus on creating remarkable, shareable content for their target audiences rather than promoting their own business.
The Inbound Marketing Certification acknowledges the recipients proficiency in Inbound Marketing principals and best practices. These principles include: blogging, social media, search engine optimization (SEO) lead conversion, lead nurturing, and closed-loop analysis. In order to receive the Inbound Marketing Certification, the recipient must pass a comprehensive certification exam with a score of 75% or higher.
An introduction to inbound marketing (inbound marketing, content marketing, search engine optimization, seo, social media, lead generation, blogging, analytics, etc.).
Inbound Marketing pulls buyer into your business.
Inbound Marketing is marketing using techniques focused on getting found by prospects; inbound marketing is a more efficient and cost-effective way to do marketing. Pull in customers to your business by creating content, optimizing that content for search engines (SEO) and promoting and sharing that content in various social media sites like Twitter, Facebook, Pinterest, Google+, Linked in, YouTube etc.
The Inbound Marketing Certification acknowledges the recipients proficiency in Inbound Marketing principals and best practices. These principles include: blogging, social media, search engine optimization (SEO) lead conversion, lead nurturing, and closed-loop analysis. In order to receive the Inbound Marketing Certification, the recipient must pass a comprehensive certification exam with a score of 75% or higher.
An introduction to inbound marketing (inbound marketing, content marketing, search engine optimization, seo, social media, lead generation, blogging, analytics, etc.).
Inbound Marketing pulls buyer into your business.
Inbound Marketing is marketing using techniques focused on getting found by prospects; inbound marketing is a more efficient and cost-effective way to do marketing. Pull in customers to your business by creating content, optimizing that content for search engines (SEO) and promoting and sharing that content in various social media sites like Twitter, Facebook, Pinterest, Google+, Linked in, YouTube etc.
Do you know how you are going to reach your 2010 business goals? If you haven't built out a plan to hit your targets yet - don't fear, it doesn't have to be rocket science - but it is critical to get you on the path to a great year. Check out the slides for this 45 minute webinar to learn a few key elements of building your marketing plan and how to use the HubSpot software to review past marketing ROI and apply it to making a killer 2010 marketing mix plan. Want to hear the archived webinar? Check it out here: http://www.hubspot.com/plan-a-killer-2010-marketing-mix-login
AddThis + Influence & Co. Webinar: Capturing Inbound Leads with Contributed C...Influence and Co.
The world is saturated with companies competing for attention, and you work hard to target people in your core market. Creating exclusive, compelling content to get leads to our website is crucial BUT it is only one part of the equation.
So how do you further engage leads once they’ve made it to your site to continue their journey down the funnel? How can you turn earned media and thought leadership content into actual value for your business?
Join our webinar with...
Charlie Reverte, vice president of website products at AddThis
Matt Kamp, director of strategic partnerships at Influence & Co.
We'll discuss how to optimize your marketing efforts, both on- and off-site.
- Reveal key elements that editors at top publications are looking for in guest-contributed content.
- Offer advanced strategies for creating quality thought leadership content on niche publications that engages your audience and drives them to your website.
- Discuss the lead generation funnel and how to create content for each stage.
- Present exclusive tips and techniques to further engage qualified leads once they’re on your site.
- Showcase how to use data through content customization to get leads to convert.
Learn how to generate more leads and lower your cost per lead from your PPC. Paid ad campaigns present an effective marketing channel when used strategically and in sync with other initiatives.
* Get quality prospects to click on your ads at a lower cost
* Increase the percentage of PPC visitors that convert into leads and sales
* Implement a measure-optimize framework to continually improve your PPC ROI
* Apply data gathered during PPC to enhance your broader internet marketing strategy
A presentation by Rick Burnes on Sept 26, 2009, at Holy Cross University. The talk was an introduction to inbound marketing, covering seo, blogging, social media and ways all three can be used to help small businesses reach customers.
How to Attract More Customers With Content Using HubspotHubSpot
If you're a small business owner or a professional marketer getting started with inbound marketing, you're probably worried about creating content. Writing useful, popular content doesn't require that you come up with spellbinding new ideas every day but you need tools and strategies that make it easy to create your content online and share it to increase traffic and attract new business. Learn how the HubSpot software and methodology allows thousands of customers to easily create content, optimize it for search, share it in social media and track their results.
Content Marketing: How to Successfully Convert Content into Customers451 Marketing
We’ve all heard the battle cries – traditional marketing is dead! Content is king! Savvy consumers are tired of being sold to and marketers need to create a constant flow of new content, from blog posts to social media updates, ebooks to webinars. But, how do you get started? What types of content should you create and how can you ensure that it will ultimately help your brand achieve measurable business goals?
In this 451 Marketing webinar, you’ll learn the steps to planning a dynamic content marketing strategy for your brand. From defining your audience to measuring your results, you’ll learn how to use effective content marketing to improve search rankings, drive traffic to website, and nurture relationships with leads and clients.
HubSpot Summer 2010 Customer Show & Tell WebinarHubSpot
This webinar, featuring HubSpot's CEO Brian Halligan, included information about HubSpot's newest inbound marketing software features and shared stories about how customers are using them to drive more leads and sales. Light touch on the roadmap is included.
Learn what's new in Inbound Marketing and how companies are using it to transform their business. This presentation covers key takeaways from the 2010 State of Inbound Marketing Report (http://bit.ly/deJWws), including:
* Survey results of over 230 professionals involved in their company's marketing strategy
* How inbound marketing channels deliver lower cost per lead than outbound channels
* Why social media and blogs are the most rapidly expanding category in the overall marketing budget
* How businesses are generating customers with social media and blogs
You've started a blog, signed up for twitter, and set up a Facebook Business Page - now how do you know if it's working for you? This webinar will provide all the basics of how inbound marketing-driven businesses should measure their on-going campaign efforts. This includes understanding key business, website, search engine optimization, blogging, social media, and paid campaign metrics, and most importantly, learning how to draw insights from this new wealth of information.
Topics include:
* Why the ‘lead funnel' is the core of inbound marketing measurement and what drives a productive lead generation program
* What Website metrics to pay attention to... and which to ignore
* Easy and practical tips to measure blogging, social media and paid campaign ROI
The Content Marketing Imperative For The Argyle Executive ClubMichael Brenner
Presented to some of the top CMOs and Marketing Executives in the Financial Services Industry, this deck walks through the declining contact rates of traditional marketing and the power of content marketing and storytelling to win the battle of customer attention.
Inbound Methodology: The Secret to Digital Marketing SuccessAptera Inc
Learn what it takes to make your digital marketing efforts a success.
The term digital marketing can mean many different things to many people, but for business owners and executives it all comes down to results. What's the Return on Investment for your new website? Are you generating the right type of leads for sales? Is all this banner ad spend necessary? Furthermore, the digital marketing landscape is vast and complicated with many moving parts. But it doesn't have to be.
There is a Method to getting results from your digital marketing.
You will learn:
The philosophy behind this proven way of digital marketing for B2B and B2C companies
Why traditional marketing tactics just aren't as effective anymore
How to outsmart your competitors rather than outspending them
The detailed marketing methodology with a proven track of success that your business can use
Intro to Inbound Marketing (To be used by Inbound Marketing Certified Profess...HubSpot
This presentation is for use by Inbound Marketing Certified Professionals to educate their fellow employees, organization members or clients.
The presentation is an overview of of inbound marketing, including actionable tips to use inbound marketing to grow one’s business.
Register for Inbound Marketing University: http://inboundmarketing.com
Do you know how you are going to reach your 2010 business goals? If you haven't built out a plan to hit your targets yet - don't fear, it doesn't have to be rocket science - but it is critical to get you on the path to a great year. Check out the slides for this 45 minute webinar to learn a few key elements of building your marketing plan and how to use the HubSpot software to review past marketing ROI and apply it to making a killer 2010 marketing mix plan. Want to hear the archived webinar? Check it out here: http://www.hubspot.com/plan-a-killer-2010-marketing-mix-login
AddThis + Influence & Co. Webinar: Capturing Inbound Leads with Contributed C...Influence and Co.
The world is saturated with companies competing for attention, and you work hard to target people in your core market. Creating exclusive, compelling content to get leads to our website is crucial BUT it is only one part of the equation.
So how do you further engage leads once they’ve made it to your site to continue their journey down the funnel? How can you turn earned media and thought leadership content into actual value for your business?
Join our webinar with...
Charlie Reverte, vice president of website products at AddThis
Matt Kamp, director of strategic partnerships at Influence & Co.
We'll discuss how to optimize your marketing efforts, both on- and off-site.
- Reveal key elements that editors at top publications are looking for in guest-contributed content.
- Offer advanced strategies for creating quality thought leadership content on niche publications that engages your audience and drives them to your website.
- Discuss the lead generation funnel and how to create content for each stage.
- Present exclusive tips and techniques to further engage qualified leads once they’re on your site.
- Showcase how to use data through content customization to get leads to convert.
Learn how to generate more leads and lower your cost per lead from your PPC. Paid ad campaigns present an effective marketing channel when used strategically and in sync with other initiatives.
* Get quality prospects to click on your ads at a lower cost
* Increase the percentage of PPC visitors that convert into leads and sales
* Implement a measure-optimize framework to continually improve your PPC ROI
* Apply data gathered during PPC to enhance your broader internet marketing strategy
A presentation by Rick Burnes on Sept 26, 2009, at Holy Cross University. The talk was an introduction to inbound marketing, covering seo, blogging, social media and ways all three can be used to help small businesses reach customers.
How to Attract More Customers With Content Using HubspotHubSpot
If you're a small business owner or a professional marketer getting started with inbound marketing, you're probably worried about creating content. Writing useful, popular content doesn't require that you come up with spellbinding new ideas every day but you need tools and strategies that make it easy to create your content online and share it to increase traffic and attract new business. Learn how the HubSpot software and methodology allows thousands of customers to easily create content, optimize it for search, share it in social media and track their results.
Content Marketing: How to Successfully Convert Content into Customers451 Marketing
We’ve all heard the battle cries – traditional marketing is dead! Content is king! Savvy consumers are tired of being sold to and marketers need to create a constant flow of new content, from blog posts to social media updates, ebooks to webinars. But, how do you get started? What types of content should you create and how can you ensure that it will ultimately help your brand achieve measurable business goals?
In this 451 Marketing webinar, you’ll learn the steps to planning a dynamic content marketing strategy for your brand. From defining your audience to measuring your results, you’ll learn how to use effective content marketing to improve search rankings, drive traffic to website, and nurture relationships with leads and clients.
HubSpot Summer 2010 Customer Show & Tell WebinarHubSpot
This webinar, featuring HubSpot's CEO Brian Halligan, included information about HubSpot's newest inbound marketing software features and shared stories about how customers are using them to drive more leads and sales. Light touch on the roadmap is included.
Learn what's new in Inbound Marketing and how companies are using it to transform their business. This presentation covers key takeaways from the 2010 State of Inbound Marketing Report (http://bit.ly/deJWws), including:
* Survey results of over 230 professionals involved in their company's marketing strategy
* How inbound marketing channels deliver lower cost per lead than outbound channels
* Why social media and blogs are the most rapidly expanding category in the overall marketing budget
* How businesses are generating customers with social media and blogs
You've started a blog, signed up for twitter, and set up a Facebook Business Page - now how do you know if it's working for you? This webinar will provide all the basics of how inbound marketing-driven businesses should measure their on-going campaign efforts. This includes understanding key business, website, search engine optimization, blogging, social media, and paid campaign metrics, and most importantly, learning how to draw insights from this new wealth of information.
Topics include:
* Why the ‘lead funnel' is the core of inbound marketing measurement and what drives a productive lead generation program
* What Website metrics to pay attention to... and which to ignore
* Easy and practical tips to measure blogging, social media and paid campaign ROI
The Content Marketing Imperative For The Argyle Executive ClubMichael Brenner
Presented to some of the top CMOs and Marketing Executives in the Financial Services Industry, this deck walks through the declining contact rates of traditional marketing and the power of content marketing and storytelling to win the battle of customer attention.
Inbound Methodology: The Secret to Digital Marketing SuccessAptera Inc
Learn what it takes to make your digital marketing efforts a success.
The term digital marketing can mean many different things to many people, but for business owners and executives it all comes down to results. What's the Return on Investment for your new website? Are you generating the right type of leads for sales? Is all this banner ad spend necessary? Furthermore, the digital marketing landscape is vast and complicated with many moving parts. But it doesn't have to be.
There is a Method to getting results from your digital marketing.
You will learn:
The philosophy behind this proven way of digital marketing for B2B and B2C companies
Why traditional marketing tactics just aren't as effective anymore
How to outsmart your competitors rather than outspending them
The detailed marketing methodology with a proven track of success that your business can use
Intro to Inbound Marketing (To be used by Inbound Marketing Certified Profess...HubSpot
This presentation is for use by Inbound Marketing Certified Professionals to educate their fellow employees, organization members or clients.
The presentation is an overview of of inbound marketing, including actionable tips to use inbound marketing to grow one’s business.
Register for Inbound Marketing University: http://inboundmarketing.com
Intro to Inbound Marketing Slide Deck
inbound marketing course in a single PPT
Guide to present the value of inbound marketing.
Contact me at victor@grafikamarketing.com
Inbound Marketing - Get Found by More Customers (Glasgow)HubSpot
Learn about getting found and converting more online traffic into customers and how to analyze your results for continuous improvement. This presentation was delivered as a Keynote for the Scottish Enterprise Winning Through Innovation event on Fri/Jun 17th in Glasgow. A copy of the handout used to power the 2nd half workshop can by found by searching for ’Inbound Marketing Content Workshop’
Content is King: Build Your Brand with Blogging & EmailBlue Sky Factory
Valuable content --> inbound links. Inbound links --> leads. Leads --> sales.
It all starts with content. By providing your audience with valuable, relevant information, your company will benefit from inbound link love and ultimately more sales. Unfortunately many marketers get stuck in the planning phase. "What type of content do I share? What channels do I use to share? How do I best promote the content?"
"Learn how to drive traffic to your website and capture leads using inbound marketing" Presented by Ted Parisot, President at Informe, Inc., at the Fall 2012 ICCHE/ICCET Combined Conference
John Foley Jr of Interlink One and Grow Socially presented for the 2nd time at the Global Channel Partners Summit during Print 2013, (John also presented for us at our 1st Global Channel Partners Summit during Graph Expo 2012 too). John's subject this year was 'Content Marketing, SEO and Inbound Marketing' he kept his audience (one of the largest at this year's summit) enthralled with practical hints, sound advice and thought provoking anecdotes on how to create, develop and manage the social media new business opportunity, all delivered in John's renowned, humorous and inimitable style.
Inbound Marketing - Get Found by More Customers (Inverness HIE Event)HubSpot
Learn about getting found and converting more online traffic into customers and how to analyze your results for continuous improvement. This presentation was adapted and used to drive a workshop for SMEs in Scotland's Highlands & Islands area. A copy of the handout can by found by searching for 'Inbound Marketing Content Workshop'
How to Leverage Blogs (Yours & Others) to Increase Your Search Engine VisibilityHubSpot
Content marketing and strategies greatly impact business search rankings. Whether you have staff or a PR agency dedicated to overseeing your content or not, this online marketing session will guide you on the right path, explaining what strategies and tactics work best and why.
How To Generate More Leads with Your Content MarketingNewsCred
86% of B2B marketers use content marketing to attract and retain customers, but only four in ten think that their efforts are effective (CMI). We're teaming up with Marketo to give you the tools, tactics, and insights you need to make your content marketing a raving success — one your company will not be able to live without.
On Friday, August 24th, Sam Hirbod presented at the 4th Annual Utah Digital Marketing Collective Conference:
Recap and video of this presentation will be located here, along with all of the other presenters. http://www.utahdmc.org/dmc-2018
Sam Hirbod, Principal Agency Strategist at HubSpot, is an expert in inbound marketing, business strategy, and account management. He’s coached 1 000+ organizations within the public and private sector, helping them grow better by translating business cases into sustainable action plans.
Session Description
The Future of Content - What does the future of content look like and how do you prepare for it? In this session, ongoing and future content trends are turned into easily actionable insights which prepare you and your organization for the future of content. You will learn how to make the most out of your content by: targeting your ideal customer, working with influencers, learning the latest and future content trends, how you can easily get started and more.
6. Good News About Inbound Marketing
Budget (Outbound) Brains (Inbound)
Flickr: Joakim Jardenberg
Flickr: Andrew Magill
7. More Good News: Lower Cost Per Lead
Source: survey of hundreds of businesses: HubSpot.com/ROI
8. Success Drives Investment in Inbound
Why Businesses Are Changing Marketing Budgets
Source: Survey of hundreds of businesses from HubSpot.com/ROI
9. Key Questions to Get Started
1. Am I regularly creating new, share-worthy content?
• Am I optimizing my content for search and social
media?
• Am I promoting my content in social media
conversations?
• Am I converting as many visitors into leads and sales
as I can?
14. Blogging: A Great Way to Get Started
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
15. What Gets Shared?
Rarely Frequently
Shared Shared
• Product info • New market data
• Software documentation • Educational content
• Content about YOU • Content about your industry
35. Get Certified in Inbound Marketing
Watch free, online webinar classes
taught by expert marketing professors
Learn about topics including social
media, SEO, blogging, public
relations, lead generation, marketing
analytics, etc.
Get certified in inbound marketing!
Enroll in IMU at http://inboundmarketing.com.
Editor's Notes
Fill in your name, title, company and Twitter handle (and/or other useful information)
Insert your photo
In this presentation, attendees will learn the basics of inbound marketing and how it can be used to build a business.
Describe your marketing background. Through Inbound Marketing University (IMU), you have become an Inbound Marketing Certified Professional, which acknowledges your proficiency in blogging, social media, search engine optimization (SEO), lead conversion, lead nurturing and closed-loop analysis.
This content is part of the Inbound Marketing University.
Outbound Marketing (or traditional marketing) is the strategy of pushing your message onto your audience using techniques like telemarketing (cold calling), trade shows, direct mail, email blasts, print ads and TV/radio ads.
Outbound marketing strategies are becoming less effective in today’s world.
We now have devices (e.g. spam blockers, TiVo/DVRs, caller ID, etc.) that allow us to block out the messages being pushed onto us
People are doing their own research to figure out which products and services they want to buy
Inbound Marketing (or modern marketing) is marketing using techniques focused on getting found by prospects; inbound marketing is a more efficient and cost-effective way to do marketing. Pull in customers to your business by creating content, optimizing that content for search engines and promoting and sharing that content in social media
A helpful overview of inbound marketing can be found at http://blog.hubspot.com/blog/tabid/6307/bid/4416/Inbound-Marketing-the-Next-Phase-of-Marketing-on-the-Web.aspx
Outbound marketing depends on the size of your wallet; inbound marketing depends on the size of your brain!
You can only do outbound marketing if you have a lot of money.
If you have a lot of brains (intelligence), do inbound marketing.
Inbound marketing-focused companies have a 60% lower cost-per-lead than outbound marketing-focused companies.
Image: 92% of businesses who are lowering their 2010 budget say the cause is the economy. 58% of businesses who are increasing their 2010 budget say the cause is their success and business growth from inbound marketing.
Companies who are using inbound marketing are producing results that earn increased budgets (in a difficult economy!)
When getting started in inbound marketing, make sure you ask your team these questions.
Develop a content mindset and culture at your company.
Instead of thinking you need to put information in your audience’s lap, create interesting information that draws your audience in!
Publish ALL of your content. This can be in the form of a blog, podcast, videos, photos, presentations, eBooks or news releases.
Research shows that companies that blog attract 55% more web site visitors than companies that don’t blog.
Publish content that has the greatest chance of being shared by others.
Types of content that rarely gets shared:
Product info
Software documentation
Content that is all about you
Types of content that frequently gets shared:
New market data (market/industry research/reports/studies)
Educational content; Top-notch blog articles
Content about your industry
Google decides whether your content will rank well in search engines.
Remarkable, search engine optimized content gives your content its best chance of ranking well in Google.
The two key elements in determining whether your content will rank well in Google are context and authority.
Context = on-page SEO
Authority = off-page SEO
Image: There are four main components of on-page SEO, or optimizing the content of your web page for search engines. Make sure to use your best keywords within those four locations.
However, Google bases only 25% of your content’s ranking on on-page SEO
Google bases 75% of your content’s ranking on off-page SEO
Your content’s authority is determined by the quality and quantity of the inbound links pointing to your content.
Inbound links = links to your content from another website
Recommendations from Friends:
“I know Jane Doe.” (Good)
“Jane Dow is a marketing expert.” (Better)
You trust the person saying this. (Best)
Links Are Online Recommendations
A link: www.inboundmarketing.com (Good)
Anchor Text: Inbound Marketing University (Better)
Link is from a trusted website (Best)
Image: The above scatter plot shows a correlation between a website’s number of indexed pages and inbound links. Websites with more indexed pages tend to get more inbound links.
The more content you create and the more remarkable it is, the more inbound links you’ll get.
There is a fine line between self-adulation (the promotion of accomplishments) and self-promotion (the promotion of ideas). – Nathan Hangen of Copyblogger
Focus on the latter, not the former
People want to consume helpful content, not information about you.
Think about your target audience(s) for your products/services.
Create and define personas for each (there may be more than one).
Always think of your personas when creating content.
Ask yourself:
Would this piece of content appeal/be helpful to one or all of my personas?
Image: A few examples of places to engage in social media are the comments section of a blog post, a Facebook Fan Page or a Twitter account.
Social media involvement is a two-way street
Create an engaging presence by encouraging discussions and sharing engaging and thought-provoking content (e.g. online events, videos, Facebook discussions blog articles, etc.)
Share links to your content on social media sites and throughout appropriate online social networks.
Sharing content regularly will also help build your network on those channels.
Image: Include “share buttons” on your blog posts and other content.
Promoting content yourself is important, but help others spread and share your content by making it easy for them to do so
Include share buttons on all of your content
Provoke brand evangelism
Image: Companies that actively use a social media channel are acquiring customers from that channel.
For example: 46% of companies who actively publish a company blog have acquired a customer from that blog.
Social media engagements = ROI
Companies are acquiring customers as a result of their involvement in social media channels.
Image: Include a call to action on the bottom of your blog posts.
Calls to action are offers that prompt people to fill out a form on a landing page, which converts a visitor into a lead.
Calls to action are critical to lead generation.
Image: When someone clicks on a call to action, it should bring them to a landing page with a form.
Landing pages with forms covert website visitors into leads that a sales team can follow up with.
Image: Be sure to measure your different landing pages and their rates of conversion.
Conversion is the percentage of visitors who converted into leads.
Keep track of your conversion rates & analytics to determine which calls to action are working.
Marketing analytics are an important part of your inbound marketing programs.
Track the sources of your traffic to understand which channels send the best traffic and leads.
Monitor these analytics daily and evaluate which techniques are working and which aren’t.
Use this data to modify your inbound marketing campaigns to do more of what works and less of what doesn’t.
The Inbound Marketing Methodology: As you complete the first three steps, make sure to continue to analyze how your traffic converts.
Show off your certification and offer the opportunity to your peers!