The document discusses how online marketing strategies like inbound marketing can help small businesses generate new customers. It outlines the decline of traditional media and rise of online strategies focused on gaining attention, trust, and permission. The core principles of inbound marketing are to identify your audience, listen to their needs, create engaging content for them, share that content to solve problems and measure your progress. Tactics may include blogging, social media, videos and more. When done right, inbound marketing allows small businesses to boost their customer base in a cost-effective way.

1. Turn Online Marketing
Strategies into New Business
Josh Braaten

2. Who is Josh Braaten?
Online Marketing Manager, Owner & Blogger, Extremely Frustrated,
Rasmussen College Big Picture Web Vikings Fan
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3. Small Businesses Face Challenges
• Sales • Developing a
• Repeat Sales marketing plan
• Receiving Referrals • Executing your plan
• Allocating ad budgets • And much more!
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4. Objectives
• Examine the fall of traditional media and the
new business currencies that drove its decline
• Define “Inbound Marketing” and understand
the core principles behind it
• Learn how to use Internet marketing to drive
new business
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5. The Decline of Traditional Media
Source: Ad Age – http://bit.ly/hXwvFF
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6. The End of the Reign of Old Media
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7. The New Media Currencies
Attention
Trust
Permission
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8. Attention
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9. Trust
Source: Edelman Trust Barometer - http://bit.ly/i8Ac3z
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10. Permission
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11. The Rise of Inbound Marketing
Source: Out & About Marketing – http://bit.ly/hEoOvL
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12. What is Inbound Marketing?
Inbound Marketing: Earning new customers by gaining attention, trust and permission before
the sale through the creation and sharing of engaging, entertaining and/or educational content.
Graphic Source: SEOmoz - http://bit.ly/gM7OGb
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13. Inbound Marketing Nicknames
• Online Marketing
• Internet Marketing
• New Media Marketing
• Content Marketing
• Social Media Marketing
• Search Engine Marketing
• Viral Marketing 13
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14. Everything You Need to Know
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15. The Principles of Inbound Marketing
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16. The Principles of Inbound Marketing
Identify – Find your online audience
Listen – Understand how you can help
Create – Publish what you know
Share – Share content to solve problems
Measure – Fine tune your progress
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17. Identify Your Audience
• Who is your ideal customer?
• Search for resources,
influencers and
communities where your
customers gather
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18. Listen to Your Audience
• Be quiet and listen
• Understand what your
customers need
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19. Create Content Your Audience Loves
• Publish to educate, engage
and entertain
• Publish content to build
inbound equity
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20. Share Content with Your Audience
• Solving problems through
sharing
• Building relationships
through solving problems
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21. Measure Your Efforts
• Online media is
measurable
• Identify and work
towards goals
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22. The Principles of Inbound Marketing
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23. Inbound Marketing Tactics
Graphic Source: SEOmoz - http://bit.ly/gM7OGb
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24. Social Media
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25. Facebook
Sources: SEOmoz – http://bit.ly/gM7OGb; Ben Foster – http://bit.ly/huR7gH
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26. Twitter
Sources: SEOmoz – http://bit.ly/gM7OGb; Media Bistro - http://bit.ly/ggiCas
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27. Search Engines
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28. Blogging
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29. Inbound Marketing Yields Customers
Source: Hubspot – http://bit.ly/fxzOLd
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30. Inbound Marketing Yields Customers
Source: Hubspot – http://bit.ly/fxzOLd
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31. Videos
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32. YouTube
35 Hrs of Video Uploaded Each Minute
Two Billion Daily Video Views
YouTube staff to grow 30% in 2011
Source: PhysOrg.com – http://bit.ly/evc0Ic 32
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33. Web Analytics
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34. Other Inbound Marketing Channels
• Email • Forums
• News/Press Releases • Webinars
• White Papers/eBooks • Infographics
• Audio and Podcasts • And More!
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35. Inbound Marketing in Action
Search social networks and the web for your audience and their needs
Monitor social conversations to determine content needs of your audience
Create optimized text, images, audio and video to solve problems
Share content with audience & influencers via blog and social networks
Measure impact of social media and blog content on business goals
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36. Inbound Marketing Visualized
Your Blog
Your Website
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37. Small Businesses Slow to Start
Source: Marketing Charts – http://bit.ly/fkC9Iu ; Formstack – http://bit.ly/hUzeed
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38. Small Business Reasons for Hesitance
Source: Marketing Charts – http://bit.ly/fkC9Iu ; Formstack – http://bit.ly/hUzeed
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39. The Relative Costs of Marketing
Source: Hubspot – http://bit.ly/fxzOLd
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40. The Relative Costs of Marketing
Source: Hubspot – http://bit.ly/fxzOLd
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41. Wine Library TV Changed the World
Gary Vaynerchuk, founder
http://tv.winelibrary.com
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42. Small Business Boosted by Inbound
“Social media helped consultant
Deborah Dolan, owner of Senior Life
Transitions, more than double her
business last year.
The key was using social media to
establish herself as a credible
resource -- a social authority -- on
aging issues, through a blog, a new
Advocate on Aging podcast and
other social and search marketing
efforts.”
Source: Star Tribune -
http://bit.ly/dR09bP 42

43. Additional Resources
Rasmussen.edu/student-life/online-community/
Facebook.com/RasmussenWausau
BigPictureWeb.com
@JLBraaten
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44. Internet Marketing Education
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45. Small Businesses: The Time is Now
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