1. Introduction to Inbound Marketing
Lakeita Greene
Owner
Dots & Data
Twitter: @dots_data

2. Value of Inbound Marketing
Inbound marketing pulls
buyers into your business

3. What is Outbound Marketing?

4. Problem: Outbound Marketing Isn’t Working
800-555-
1234
Annoying
Salesperson

5. Solution: Inbound Marketing
Content SEO Social Media

6. Good News About Inbound Marketing
Budget (Outbound) Brains (Inbound)
Flickr: Andrew Magill
Flickr: Joakim Jardenberg

7. More Good News: Lower Cost Per Lead
Source: survey of hundreds of businesses: HubSpot.com/ROI

8. Success Drives Investment in Inbound
Source: Survey of hundreds of businesses from HubSpot.com/ROI
Why Businesses Are Changing Marketing Budgets

9. Key Questions to Get Started
1. Am I regularly creating new, share-worthy content?
2. Am I optimizing my content for search and social
media?
3. Am I promoting my content in social media
conversations?
4. Am I converting as many visitors into leads and sales
as I can?

10. 4 Steps to Successful Inbound Marketing
1. Create
2. Optimize
3. Promote
4. Convert & Analyze

11. Step 1: Create Content
1. Create
2. Optimize
3. Promote
4. Convert & Analyze

12. Inbound Marketers are Publishers
Stop thinking like a
marketer or advertiser.
Start thinking like a
publisher and socializer.

13. Publish Everything, Everywhere

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
Shared
Frequently
Shared
• Product info
• Software documentation
• Content about YOU
• New market data
• Educational content
• Content about your industry

16. Step 2: Optimize
1. Create
1. Optimize
2. Promote
3. Convert & Analyze

17. Google is Judge, Jury & Executioner
HubSpot.com/cartoons

18. SEO = Context + Authority
Ranking Algorithm:
f(n): Context + Authority

19. 25% On-Page SEO (Context)
1. Page Title
2. Clean URL
3. Headers & Content
4. Description

20. 75% Off-Page SEO (Authority)
Authority is Determined by Inbound Links

21. More and Better Content  Links
Source: Data from selected websites using www.WebsiteGrader.com

22. Step 3: Promote
1. Create
2. Optimize
3. Promote
4. Convert & Analyze

23. Remember: It’s Not About You, EVER!
HubSpot.com/cartoons

24. Target Your Content
Target content to
your marketing
personas.

25. Create an Engaging Presence

26. Promote Content via Social Media
Remarkable
Content

27. Make Sharing Easy

28. Social Media Promotion Generates Leads & Sales
Source: survey of hundreds of businesses: HubSpot.com/ROI

29. Step 4: Convert
1. Create
2. Optimize
3. Promote
4. Convert & Analyze

30. Put Calls to Action on All Your Content

31. Use Landing Pages with Forms

32. Track Your Conversion Rate & Analytics

33. Analyze Your Marketing

34. Inbound Marketing Summary
Optimize
Promote
Create
Convert
& Analyze

35. Take Your Business To The Next Level
 Complete this free consultation and meet with a Certified
Inbound Marketing Professional.
 Analyze your existing marketing efforts as they relate to
social media, SEO, blogging, public relations, lead
generation, marketing analytics, etc.
 Get started with in inbound marketing!