This document provides an overview of inbound marketing. It discusses how consumer buying habits are changing as people spend more time online, and how marketing must shift from outbound interruption tactics to inbound strategies that attract and engage customers. The key aspects of inbound marketing are creating valuable content to draw in visitors and drive traffic to a company's website, then nurturing those leads through the sales funnel with additional content until they convert to customers. Inbound relies on blogging, search engine optimization, social media sharing, and lead generation tools to measure results and ensure a positive return on investment.

1. Inbound Marketing
Overview
Conor Boyce
Earlytoe.com
February 2013

2. Contents
• Digital migration
• Outbound to Inbound Marketing
• Inbound Definition
• Role of Content Marketing
• Step 1:Driving traffic to website
• Step 2: Online Lead Generation
• Step 3:Converting Leads to Sales
• Step4: Analyse and Measure
• ROI

3. “If you always do what you always did, you will always
get what you always got”Henry Ford

4. Modern Marketing Facts
Migration to the web enabled society is relentless

5. People are becoming digitally connected
24/7

6. Effects of digital disruption are all around

7. Consumer buying habits are
changing

8. Global Internet Usage

9. Did you know that ……

10. The average US internet user..

11. One third of US consumers…

12. The growth of social networking…

13. 90 million tweets per day…

14. Growth of popularity of blogs

15. Showrooming

16. Mobile commerce on the rise

17. Outbound to Inbound

18. Buying habits are changing

19. “Internet has turned what used to be a controlled one way message
into a real time dialogue with millions”(Future of Advertising Fast
Company 2010)

20. Two types of marketing
Outbound - interrupt Inbound - attract

21. Inbound v Outbound

22. Inbound – get found, convert, analyse

23. What is inbound marketing?Inbound Marketing is a
marketing strategy where businesses implement tactics to ‘get
found’ online by customers.

24. Inbound Marketing involves creating and providing valuable
content for your customers, promoting your remarkable content,
building customer relationships, and overall ‘pulling’ the
customer toward you

25. Inbound Marketing Strategies
• Create Brand Awareness
• Improve search Engine Optimisation
• Create Thought Leadership
• Develop Valuable Customer relationships
• Establish Credibility
• Build Trustworthy reputations

26. Inbound Marketing is to digital as..Messi is
to Barca

27. The Inbound process manages Digital
Traffic !

28. Inbound methodology makes things work together!
with ease and harmony

29. Inbound Marketing Funnel

30. A Process not tactics…..
• Inbound marketing is like a puzzle – but not because it’s
confusing. It’s a puzzle in the sense that it’s made up of
many pieces. Pieces that should not stand on their own,
but when put together, make total sense.

31. No quick fixes….

32. Website is the Hub of all online activities..

33. It’s your online store…

34. Step 1: How to Get Found = Driving Traffic to
Website
• Create Remarkable content

35. Optimise the content for Social Sharing…

36. Responsive Design
• Optimised for all screen sizes and devices

37. Content creation is the keystone of Inbound
Marketing

38. In the digital world….. content
Generates momentum
Grows your Digital real estate
Adds value to your assets
Drive’s ROI

39. Content marketing is about……
Traffic generation

40. 70% of clicks are organic (not paid)

41. Search Engine Optimisation

42. Content creation
• Inbound marketing starts with blogging. A blog is the single
best way to attract new visitors to your website. Blogging is not
the answer to a lazy man’s dreams.

43. Blogging

44. It pays to blog….

45. Frequent blogging = more customers

46. Why Blogging?
• Each page on a website is an opportunity to rank for a
keyword or phrase. More pages means more chances to
rank – enter the magic of content creation.
• Blogging is a content foundation that helps you create
email newsletters, SEO-friendly website content, social
media, and other marketing initiatives with less effort

47. Why Blogging?
• Blogging is the only online marketing initiative that creates
its own by-products.
• Search engines are trying to create the ultimate search
experience and their search algorithms put a very heavy
bias on websites that produce quality content.
• Companies that blog 15 or more times per month get 5X
more traffic than companies that don't blog at all.

48. Impact of monthly blog articles

49. A blog is essential for any online
business

50. Point Being …….
• If a blog gets posted in the forest, will anyone read it?
• Calories get spent creating keyword rich blog content
and its impact on search engine traffic will be severely
impeded if links to those articles are not shared on
social media.
• Building “sharing” functionality into your content (like a
“Tweet This” button) will allow others to share what they
just read with their followers by simply clicking.

51. Social lives at the top of the funnel

52. Discovery prior to interest

53. Social sharing and SEO

54. Step 2: What’s happens to website
traffic?
Conversion tactics
• Online lead Generation

55. Conversion Tools
Premium
content
Offers.
Landing Pages
Calls To Action

56. How does traffic translate into leads…
• Leads are generated by making top level content offers and
landing pages!

57. Content offers
Research
Who is the your ideal customer(s)
and
What information is of value to them ?

58. But……

59. Good examples … Marketo

60. SalesForce

61. Step 3: Convert leads to customers
Turning Leads To customer requires……..
Targeted Content

62. Develop Buyer persona

63. Content delivery funnel

64. Follow up on leads….
A human or a machine

65. Lead Nurturing..

66. Help that lead along the way

67. Step 4: Analyse and Measure
Digital Footprint means
almost full traceability

68. If you don’t……
Things go
wrong!

69. No hiding place anymore…..
Every campaign can be measured and ROI determined!

70. Digital Footprint means…….
We know everything.
Marketing has never been easier.

71. What are the key metrics….

72. To be Measured…

73. Analyse

74. Closing the Loop: Measuring ROI

75. Marketing Automation and Technology
Does the heavy lifting for Inbound Marketing