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Mba inbound marketing presentation 2011

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Mba inbound marketing presentation 2011

  1. 1. Introduction to Inbound Marketing & Beyond Sean Zinsmeister Title: Head of Marketing Company: Rentcycle Twitter: @SZinsmeister
  2. 2. About B2B B2C
  3. 3. “ It’s just Marketing…” --David Meerman Scott
  4. 4. Value of Inbound Marketing Inbound marketing pulls buyers into your business
  5. 5. What is Outbound Marketing?
  6. 6. Where Outbound Lives
  7. 7. Where MORE people live 800-555-1234 Annoying Salesperson
  8. 8. Solution: Inbound Marketing Content SEO Social Media
  9. 9. Good News About Inbound Marketing Budget (Outbound) Brains (Inbound) Flickr: Andrew Magill Flickr: Joakim Jardenberg
  10. 10. More Good News: Lower Cost Per Lead Source: survey of hundreds of businesses: HubSpot.com/ROI
  11. 11. Success Drives Investment in Inbound Source: Survey of hundreds of businesses from HubSpot.com/ROI Why Businesses Are Changing Marketing Budgets
  12. 12. 4 Steps to Successful Inbound Marketing <ul><li>Create </li></ul><ul><li>Optimize </li></ul><ul><li>Promote </li></ul><ul><li>Convert & Analyze </li></ul>
  13. 13. Step 1: Create Content <ul><li>Create </li></ul><ul><li>Optimize </li></ul><ul><li>Promote </li></ul><ul><li>Convert & Analyze </li></ul>
  14. 14. Inbound Marketers are Publishers Stop thinking like a marketer or advertiser . Start thinking like a publisher and socializer.
  15. 15. Traditional Marketing Funnel
  16. 16. Flip the Funnel <ul><li>Over 33% of Brand Advocates are rating and reviewing products or writing testimonials </li></ul><ul><li>Over 60% of Brand Advocates are answering prospects’ questions </li></ul><ul><li>About 30% are sharing promotional offers with their social networks </li></ul>
  17. 17. Flip the Funnel
  18. 18. Publish Everything, Everywhere
  19. 19. The Blogging Engine
  20. 20. Step 2: Optimize <ul><li>Create </li></ul><ul><li>Optimize </li></ul><ul><li>Promote </li></ul><ul><li>Convert & Analyze </li></ul>
  21. 21. SEO = Context + Authority Ranking Algorithm: f(n): Context + Authority
  22. 22. 25% On-Page SEO (Context) <ul><li>Page Title </li></ul><ul><li>Clean URL </li></ul><ul><li>Headers & Content </li></ul><ul><li>Description </li></ul>
  23. 23. 75% Off-Page SEO (Authority) Authority is Determined by Inbound Links
  24. 24. Link Building Strategy
  25. 25. Social Signals
  26. 26. Step 3: Promote <ul><li>Create </li></ul><ul><li>Optimize </li></ul><ul><li>Promote </li></ul><ul><li>Convert & Analyze </li></ul>
  27. 27. Target Your Content Target content to your marketing personas.
  28. 28. Create an Engaging Presence
  29. 29. Utilize New Marketing Channels Remarkable Content
  30. 30. Hub and Spoke
  31. 31. Hub and Spoke
  32. 32. Make Sharing Easy
  33. 33. Social Media Promotion Generates Leads & Sales Source: survey of hundreds of businesses: HubSpot.com/ROI
  34. 34. Yes…Cold Calling Call it “telesales” or “outbound sales” and get over it
  35. 35. Step 4: Convert <ul><li>Create </li></ul><ul><li>Optimize </li></ul><ul><li>Promote </li></ul><ul><li>Convert & Analyze </li></ul>
  36. 36. Put Calls to Action on All Your Content
  37. 37. Calls to Action
  38. 38. Calls to Action
  39. 39. Calls to Action
  40. 40. Analyze Your Marketing
  41. 41. Numbers that matter CPA ROI LTV Conversion Rate Bounce Rate
  42. 42. Listen, Listen, Listen
  43. 43. Observation Marketing
  44. 44. Death of The Resume
  45. 45. Personal Branding
  46. 46. Inbound Marketing Summary Convert & Analyze
  47. 47. Introduction to Inbound Marketing & Beyond Sean Zinsmeister Title: Head of Marketing Company: Rentcycle Twitter: @SZinsmeister

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  • LuisMllerHeiberg

    Oct. 20, 2014

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