Download as PDF, PPTX
Uploaded byHubSpot
The ABCs of Inbound Marketing
The document discusses inbound marketing strategies presented by experts Aaron Ross and Mark Roberge during a webinar. Key steps include hosting live events, promoting them, and creating a content calendar to maximize audience engagement and lead generation. It emphasizes starting small, learning from results, and consistently refining the approach to inbound marketing.
More Related Content
Similar to The ABCs of Inbound Marketing
The ABCs of Inbound Marketing
- 1. The ABCs ofInbound Marketing."
- 2. #Inbound101! 2 Experts, 2Opinions: ! Aaron Ross Author of Predictable Revenue @motoceo Mark Roberge VP Sales & Services at HubSpot @markroberge
- 3. #Inbound101! Housekeeping notes:! ! ! 1. Therecording and slides will be available shortly after the webinar! ! 2. Interact with us Twitter: #Inbound101
- 4. Who This IsFor:! ! ! 1. Anyone who is doing “inbound” marketing, but not getting results! ! 2. Newbies
- 5. View the fullwebinar here:! ! !
- 6.
- 7. The Marketing Playbookis BROKEN! #Inbound101!
- 8. .. The Marketing Playbookis BROKEN! #Inbound101!
- 9.
- 10.
- 11. #Inbound101! Opinion 1:" Aaron Ross! #Inbound101! ! Justdo something - it’s okay ! to start small! !
- 12. #Inbound101! A proven, SIMPLEway to ensure you:! ! 1. Clarify your messaging! 2. Build your audience! 3. Generate leads & revenue! 4. Create reusable content!
- 13.
- 14. #Inbound101! …And Host aLive Event! !
- 15.
- 16. #Inbound101! SET YOUR EVENT GOALS • Branding! • Lead Generation! • Customers! #Inbound101!
- 17. #Inbound101! STEP 2: TELLPEOPLE ABOUT! YOUR EVENT!
- 18.
- 19.
- 20. #Inbound101!#inbound101 It Doesn’tMatter How – Just Tell People
- 21. #Inbound101! STEP 3: HOLD THEEVENT ! (NO EXCUSES)!
- 22.
- 23. #Inbound101! Tell Your Audience Whatto Do Next!
- 24. #Inbound101! Remember, You Will:! ! 1. Clarify your messaging! 2. Build your audience! 3. Generate leads & revenue! 4. Create reusable content!
- 25. #Inbound101! Opinion 2:" Mark Roberge! #Inbound101! Createa Content Machine !
- 26. #Inbound101! GET THE MOSTOUT OF YOUR CONTENT!
- 27. #Inbound101! Create Your ContentEngine !
- 28. #Inbound101! Create Your ContentCalendar! 1! Ebook w/ LP / Month!
- 29. #Inbound101! 4! Blog Posts /Month! 1! Ebook w/ LP / Month! Create Your Content Calendar"
- 30. #Inbound101! 4! Blog Posts /Month! FB Posts / Month! 8! 1! Ebook w/ LP / Month! Create Your Content Calendar"
- 31. #Inbound101! 4 Blog Posts /Month FB Posts / Month 8 Tweets / month 16 1 Ebook w/ LP / Month Create Your Content Calendar"
- 32. #Inbound101! Example 1: Repurpose webinarcontent into blog posts and tweets.!
- 33. #Inbound101! Example 2: Repurpose surveyresults into blog posts and tweets.!
- 34. #Inbound101! PART 3: DO ITAGAIN…BUT BETTER!
- 35.
- 36. #Inbound101! Find Out WhatHit the Mark And What May Have Fallen Short! #Inbound101!
- 37. #Inbound101! Where Are YourLeads Coming From?!
- 38.
- 39.
- 40. #Inbound101! It’s Your Event! You Can Change it if You Want to !
- 41. #Inbound101! Answer FAQs forEasy to Write Content!
- 42.
- 43. JOIN US AUGUST 19-‐22, 2013 FOR THE LARGEST GATHERING OF INBOUND MARKETERS WWW.INBOUND.COM JOIN US AUGUST 19-22, 2013 FOR THE LARGEST GATHERING OF INBOUND MARKETERS!
- 44.
- 45.
Editor's Notes
- #9 With inbound, you succeed by loving up your marketplace, not irritating your marketplace.I have a guy at a Software QA co that cold calls me every Monday and Thursday at 8:07am…not only is that technique not effective, but it is ruining his co’s brand.You want your potential customers to love your brand and talk about them like LuLuLemon, Whole Foods, or Charity Water.NOTE: Improve….just the photos
- #12 * 3 weeks out is a good one – not too near, not too far* Need one? Thursday, August 1
- #14 -Choose a date that isn’t too far out, but also gives you plenty of time to get organized and promote your event: 3 weeks tends to work well
- #15 Blogging – you can write whatever you want, doesn’t really matter if people show up or not. Less emotional commitment.Live eventsforce you to think about WHY people would come, what they would be interested in. To refine your messaging – what are you doing, why should they care?Harder for you to back out ofYou can see if people show up or not, and do they take your call of action or not?Get live feedback Can be enjoyable/fun
- #18 Create a page where people can register for your event and then return to sign in -Try HubSpot or EventbriteThings You Should Include on Your LP – Give people a reason to attend! -Goals-Ideal attendees-Type of event-Title/subject-3-5 points of value (after this event you’ll be able to…)Messaging Tip: People don’t care about you do, they care about what you can do for them (results)
- #19 -First discuss promotional channels: blog, social, email-Tips and tricks such as contests, click to share/tweet buttons to encourage promotion -Perfectionism is the enemy: Just send it & get the word out -Not everything is going to work. Get over it & keep trying. See what works best and push promotion on that channel even more
- #20 First discuss promotional channels:Blog, social, emailCarrier pigeonCall your family, friends, whatever
- #22 Your mind will come up with LOTS of very rational reasons as to why you shouldn’t do this or you should delay itCan’t find a partnerCan’t find a venueCan’t think of a good topicNo budgetNot sure of pricing, a business model, product, team, blah blahblah“I really should wait until ____ is ready”It’s cloudy today, there’s a full moon
- #23 Provide a secondary call-to-action during or after your event that provides your audience with a next step -download X piece of content, get a free trial, etc… - tell them why it’s beneficial to them
- #24 * 3 weeks out is a good one – not too near, not too far* Need one? Thursday, August 1
- #35 While seeing strong results is great – it’s most important that you learn from your results so you know how you can improve in the future -What went well? -What should you do differently next time?-Analyze & Optimize
- #36 Get a full view of your leads or visits to your website.
- #37 Where are your leads coming from?Adjust resources, spend and time to the channels that are converting better for you. Look at conversion rates, quality of leads, and ultimately, the number of customers generated.
- #39 WE WILL BE MAKING THESE INTO MULTIPLE SLIDES. AARON-PLEASE ADD IN YOUR TIPS AND TRICKS HERE
- #40 WE WILL BE MAKING THESE INTO MULTIPLE SLIDES. AARON-PLEASE ADD IN YOUR TIPS AND TRICKS HERE
- #41 WE WILL BE MAKING THESE INTO MULTIPLE SLIDES. AARON-PLEASE ADD IN YOUR TIPS AND TRICKS HERE
- #44 Q&A for both Lauren and Karen
- #45 Q&A for both Lauren and Karen