This document discusses how businesses can use inbound marketing principles through social media platforms like blogging, Facebook, YouTube, Twitter, LinkedIn and Pinterest. It provides examples of how businesses are successfully using each platform to build communities, engage customers, position themselves as authorities and generate marketing with little to no costs. The key is regular updates across all chosen channels to build relationships and allow customers to find the business through search and social sharing.

1. How to build your Business using
Inbound Marketing principles
By: Alastair Banks, Director
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2. Agenda
 Introduction and a bit of background
 Inbound Marketing & ‘The Shift’
 Businesses Use of Social Media
– Blogging
– Facebook
– YouTube
– Twitter
– LinkedIn
 Q & A and Discussion Session
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3. Introduction and a bit of background
 Alastair Banks – Director
 Established in ‘99 with business partner James Dawkins – Exeter
Uni
 Based in Exeter – Clients all over the UK
 Team of 11 – Specialists in their own areas of the web –
Design / Development / Online Marketing
 2007 won ‘Best Franchise Website’ Award at the Franchise
Marketing Awards – beating Domino’s
 2008/2010 finalists at the FSB awards for Enterprise
 2009 client yougen.co.uk won ‘Green Web Award’
 2009/2010 – Likeminds Social Media Conference Official Partners
 2011/2012 - Engaged by Exeter University to deliver their SM
strategy
 2011/2012 – Online Marketing Consultants to Eden Project
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4. Questions...
Do you want more opportunities to build stronger
relationships with suppliers/clients/partners?
Do you position yourself as an authority in your
industry...or maybe you want to?
Are you interested in FREE marketing?

5. How do you market your business?

6. Too Much Marketing
It’s a fact that the average adult consumer is presented with more opportunities
to spend money, in one 4-hour period than he was in thirty 24-hour periods
just a decade ago.
There is a mammoth amount of marketing ‘noise’ bombarding the consumer
every day, vying for their discretionary income and their credit.
In business-to-business marketing the same basic situation exists. Although,
there is less cold call selling going on today than at any time I can recall, there is
much more business-to-business marketing taking place.

7. Outbound Inbound
versus
Advertising, PR SEO, PPC, Email,
TV, Radio Social Media

8. What is Inbound Marketing?
Focus on getting ‘found by customers’

9. David Meerman Scott
Inbound – Earn Their Way In
Outbound – Buy, Beg or Bug Their Way In
Consumers have more power
Marketers must show more respect
Photo source: wikipedia

10. Seth Godin
Permission Marketing NOT Interruption Marketing
2 concepts

11. Sneezers

12. Sneezers
Actions
Work out who your sneezers are
Make sure they have your message
Give them the means to pass it on
(this is where social media comes in)

13. Social Media
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14. What Social Media Is Not
It’s NOT SELLING
It’s NOT what you’ve just eaten for breakfast ...or lunch ...or dinner
It’s NOT going to take you all day...although there is a cost
It’s NOT about celebrities
It’s NOT just for kids
It’s NOT an event...it’s a process
It’s NOT a quick fix
It’s NOT going to hide/solve a poor business plan or customer service
It’s NOT SELLING
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15. What Social Media Is...
Social Media is about engagement and conversation
Broadcast media Social media
Broadcast Discussion
One way Two way
Repeating the message Adapting the message
Entertaining Influencing / Involving
Company creating Co-creating
Public Relations Personal Relationship
Governed Guided
Static Dynamic
Social Media is ‘Inbound Marketing’
Social Media is about participation
Social Media is great for networking – as an enabler
Social Media is not just about the tools – Needs business fundamentals and
strategy
Social Media is about engagement and conversation
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16. Blogging
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17. Blog Strategy
http://www.optixsolutions.co.uk/blog/ http://www.iambanksy.co.uk
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18. Blog Strategy
 Regularly updated
 Visually interesting
 Tutorial videos
 RSS feed and links to Facebook
page
 Basic layout, could be
improved but a great start
http://www.hdofblog.com/category/tutorial/
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19. A few key reasons for businesses to
blog
 Blogs are well respected by Google
 Blogs usually have RSS built in - keep users
easily updated on your news
 Gives personality to your business
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20. Facebook
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21. Facebook
 2,028,658 fans – and growing (doubled in
the last 12 months)
 Whenever they make an update to their
page, these fans are notified
 They make a point of updating their
page multiple times a day
 Post snippets of articles, directing
traffic to their site for the full article
 Host discussions on their page through
comments, helping to attract new
interest and gain free coverage
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22. Facebook
 2,120 likes
 Regular updates, very visual
 Posts are ‘liked and commented on,
inviting engagement
 Special offers tab
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23. Facebook
 13,156 likes
 Regular updates, lively and visual
 Also have Last Minute Voodoo, online
last minute deals
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24. Facebook
 14,233 fans
 Fantastic engagement with community
 Backed up by their other social networks
 Ideas include – sending photos in at their
restaurants/offers/competitions
 Great example of holistic approach:
http://www.giraffe.net/smile
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25. A few key reasons businesses should
consider Facebook
 Facebook has over 845 million users!
 More than half return everyday
 The viral nature of Facebook means stories
can spread within minutes
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26. YouTube
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27. YouTube
 CVP TV has had 522,211 video views
(more views than the Guardian) and
have 731 subscribers
 Intro / Showcase of the Sony HVR-Z7E
Professional HD Video Camera /
Camcorder got 100,812 views
 Customised channel is a gateway to
their website
 Update the channel multiple times a
month and have dozens of videos that
have been added since 2008
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28. A few key reasons businesses should
consider YouTube
 Google owns YouTube - Results are seeded
with videos
 It’s the second largest search engine in the
world - maybe people are searching for your
product/service?
 Video shows depth and dimensions not
possible with text and images
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29. Twitter
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30. Twitter
 Now has more than
1.5million followers
 Tweeting ‘twitter only’
deals
 Providing customer support
 Famously quoted as making
approx $3.5 million in first
18 months from Twitter
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31. Twitter
 1607 followers
 Active and engaging
 Providing customer help
and advice
 Links back to Facebook
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32. Twitter
 17,250 followers
 Has successfully built a
community feel to their SM
presence
 Engage and Interact with
community giving
personality to the brand
 Push out
offers/comps/prizes
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33. A few key reasons businesses should
consider tweeting
 Real Time results are now showing up in Google
 It’s digital word of mouth - if you’re not there,
you’re less likely to benefit
 Provide customer service/value to followers, be seen
as a resource
 Build Connections/Relationships with
Clients/Suppliers/Journalists
 Crowd Source
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34. LinkedIn
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35. LinkedIn
 More about Personal Brand
than Company Brand but
still valuable
 Position yourself as
authority through groups
and answers
 Target people for sales (but
not in a pushy way)
 Building your network of
contacts
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36. A few key reasons people should be
using LinkedIn
 It’s the Grown Up Facebook - or ‘Facebook
for Business’
 Ability to position yourself as an expert in
your industry
 Great tool for networking (and possible
sales prospecting)
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37. Not forgetting the new comers
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38. Pinterest
 13543 followers
 Pictures and video link back
to their site
 Tutorials, product
recommendations, styles,
colours and accessories
 Also using Twitter
@TBDOfficial
http://pinterest.com/tbdofficial/
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39. Questions/Discussion/Debate
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