Inbound Marketing Earn Attention
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Marketing means communicating true value and significance to your audience. If you want to succeed with marketing, don't buy your customers' attention. Earn it. More on this presentation: http://www.alexrascanu.com/inbound-marketing-earn-customer-attention/
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Inbound Marketing Earn Attention
- 1. INBOUND MARKETING Don’t buy your customers’ attention. Earn it. Alex Rascanu l Marketing Manager #InboundTO l April 2013
- 2. Some of our clients... We’re in business because we believe that great brands need both voice and visibility in order to connect people with what matters. A boutique, full-service digital marketing agency in Toronto, Powered by Search is a PROFIT HOT 50-ranked agency that delivers search engine optimization, pay per click advertising, local search, social media marketing, and online reputation management services. Featured in...
- 3. How Marketing Was Done in the Past
- 4. 1887
- 5. 1952
- 6. 1958
- 7. 1995
- 8. 1996
- 9. Quite a Few People Still Do Marketing This Way...
- 10. 2009
- 11. 2013
- 12. 2013
- 13. 2013
- 14. ... Many Decision-Makers Think That This Is How Online Marketing Works
- 19. MUCH OF THIS IS MERELY INTERUPTION MESSAGING, WHICH CAN GET RESULTS IN THE SHORT RUN BUT OFTEN COMES CLOSE TO HARASSMENT.
- 20. This Is In Line With Classical / Outbound Marketing Thinking…
- 21. TV ADS NEWSPAPER ADS RADIO ADS MAGAZINE ADS PUBLIC TRANSIT ADS OUTDOOR BILBOARDS DIRECT MAIL The Common Theme? An Unhealthy Focus on Controllable, Spend-Driven Channels COLD CALLING EMAIL SPAM TELEMARKETING
- 22. TV ADS NEWSPAPER ADS RADIO ADS MAGAZINE ADS PUBLIC TRANSIT ADS OUTDOOR BILBOARDS DIRECT MAIL The Common Theme? An Unhealthy Focus on Controllable, Spend-Driven Channels COLD CALLING SALES FLYERS EMAIL SPAM TELEMARKETING
- 23. TV ADS NEWSPAPER ADS RADIO ADS MAGAZINE ADS PUBLIC TRANSIT ADS OUTDOOR BILBOARDS DIRECT MAIL The Common Theme? An Unhealthy Focus on Controllable, Spend-Driven Channels COLD CALLING SALES FLYERS EMAIL SPAM TELEMARKETING
- 24. TV ADS NEWSPAPER ADS RADIO ADS MAGAZINE ADS PUBLIC TRANSIT ADS OUTDOOR BILBOARDS DIRECT MAIL The Common Theme? An Unhealthy Focus on Controllable, Spend-Driven Channels COLD CALLING SALES FLYERS EMAIL SPAM TELEMARKETING THE SOLUTION? INBOUND MARKETING BUT BEFORE WE GO IN MORE DETAIL ABOUT IT…
- 25. There Are Two Big Problems With Outbound Marketing
- 31. Source: Forrester’s Interactive Marketing 2012 Report. Via: SEOMoz
- 32. 2. Cost of Acquisition
- 33. Alan harasses you with paid ads for things you aren’t interested in buying. His customer acquisition cost is $300. Steve takes the time to understand you, builds relevant content, and peaks your interest through inbound marketing channels. He spends $75 to acquire a new customer.
- 34. Steve can acquire 4 times as many customers as Alan. Or he can spend the $225/customer difference to improve his product or service. Would you want to be the outbound marketer Alan or the inbound marketer Steve?
- 35. LET’S HAVE A THINK ABOUT WHAT MARKETING IS MEANT TO BE MARKETING: COMMUNICATING TRUE VALUE & SIGNIFICANCE TO YOUR AUDIENCE WHEN DONE RIGHT, MARKETING DELIVERS QUALITY LEADS IN A SUSTAINABLE WAY. “MARKETING IS THE DIFFERENTIATING UNIQUE FUNCTION OF ANY BUSINESS.” (HARVARD PROFESSOR PETER DRUCKER)
- 36. We recommend that marketers “earn their way in” rather than having to “buy, beg or bug their way in.”* * marketing strategist David Meerman Scott How Should You Go About Communicating True Value and Significance To Your Audience?
- 37. Inbound Marketing earns the attention of customers rather than buying it, makes the company/ project/ idea easy to be found, and draws customers to the website by producing relevant and interesting content.
- 38. Image source: HubSpot Create Marketing People Love: Relevant and Helpful
- 39. The Inbound Marketing Process Source: HubSpot
- 40. Inbound Marketing: Aligned with the Purchase Funnel
- 41. The Purchase Funnel has served marketers well, but a recent study by global researcher Latitude found that… 87% of consumers now travel a less linear, more complex pathway to final purchase The study identified six behavioural or mental states a buyer experiences when considering a purchase…
- 42. The Purchase Loop: The proposed process considers emotions and isn’t linear - a person can bounce from one stage to another as they make their way to final purchase.
- 43. Channels relied upon during the purchase process: The internet far outweighs all other marketing channels in influencing purchase decisions. Millions of dollars are still being spend by brands on TV ads to "build awareness" even though it’s the least influential channel.
- 44. How To Make Inbound Marketing Work For You
- 45. 1. Create Great Content
- 46. 2. Be Visible In Search Results
- 47. 3. Optimize Your Site for Conversions
- 48. 4. Engage on Social Media
- 49. 5. Mentions/Links from Blogs
- 51. 7. Events: Speak, Organize, and Attend
- 52. 8. Combine More Inbound Marketing Channels to Win!
- 53. LET’S GO OUT THERE & BUILD AWARD-WINNING INBOUND MARKETING CAMPAIGNS
- 54. THANK YOU VERY MUCH! Powered by Search www.poweredbysearch.com Alex Rascanu e: alex@poweredbysearch.com t: @alexrascanu