A quick introduction to inbound marketing. The presentation introduces the concept of inbound marketing, gives an example of an inbound lead that ends up buying, and drills into key inbound tactics -- blogging, social media, landing pages, calls-to-action and lead nurturing.

1. How to get started with
inbound marketing.
Rick Burnes (@rickburnes)

2. 1
2
3
4
What is inbound marketing?
Example: How inbound marketing works.
Inbound marketing tactics (attract, convert, close)
Q&A

3. 1
What is inbound marketing?

4. The old marketing
playbook is
86%
91%
skip TV ads
unsubscribe
from email
BROKEN.
44%
of direct mail is
never opened
200M
on the
Do Not Call list

5. Because the
customer is in
control.

6. TRADITIONAL
INBOUND
vs.
Cold Calling
Print Advertising
Cold Emails (SPAM)
Interruption
SEO
Blogging
Social Media
Attraction

7. Build Marketing Magnets
Blogs
Interactive
Tools
Photos &
Infographics
Videos &
Podcasts
Presentations
& eBooks

8. Inbound is good karma.

9. And it’s cheaper.

10. Quality content is an annuity.
Blog
Paid
Month 1
• 12 Blog Posts @ $100/post = $1200
• 500 views/post
Total Views: 6,000
Total Budget: $1200
• $.20 Cost per click
Total Views: 6,000
Total Budget: $1200
Month 2
• 12 Blog Posts @ $100/post = $1200
• 500 views/post new posts
• 200 views/post on 12 old posts
Total Views: 8,400
Total Budget: $1200
• 12 Blog Posts @ $100/post = $1200
• 500 views/post
Total Views: 6,000
Total Budget: $1200
Month 3
• 12 Blog Posts @ $100/post = $1200
• 500 views/post new posts
• 200 views/post on 24 old posts
Total Views: 10,600
Total Budget: $1200
• 12 Blog Posts @ $100/post = $1200
• 500 views/post
Total Views: 6,000
Total Budget: $1200

11. Quality content is an annuity.
Blog
Paid
Month 1
• 12 Blog Posts @ $100/post = $1200
• 500 views/post
Total Views: 6,000
Total Budget: $1200
• $.20 Cost per click
Total Views: 6,000
Total Budget: $1200
Month 2
• 12 Blog Posts @ $100/post = $1200
• 500 views/post new posts
• 200 views/post on 12 old posts
Total Views: 8,400
Total Budget: $1200
• $.20 Cost per click
Total Views: 6,000
Total Budget: $1200
Month 3
• 12 Blog Posts @ $100/post = $1200
• 500 views/post new posts
• 200 views/post on 24 old posts
Total Views: 10,600
Total Budget: $1200
• $.20 Cost per click
Total Views: 6,000
Total Budget: $1200

13. 2
An Inbound Marketing
Example

14. Paulo is in the market
for metal stamps. He’s
curious about pricing.

15. He finds a helpful
article from the
Kenmode company.

16. He reads the article,
then clicks on the call
to action at the end.

17. He submits his contact
info so he can
download the eBook.

18. A few days later he comes back and spends 30 minutes on the
site learning about metal stamping and Kenmode’s products.

19. Paulo Turner
Kenmode collects
Paulo’s information in
its marketing contact
database, and uses it to
personalize their:
•
•
•
•
Website
Email to Paulo
Social media
monitoring
Sales outreach

20. While Paulo’s still on the site, Laura, Kenmode’s
sales rep, reaches out to him with a phone call.
Paulo signs a contract with Laura a few days later.

21. Buy
Lists
Email
Them
25%
Unsubscribe
Buy More
Lists
Email
Them

23. 3
How to get started with
Inbound Marketing

24. Start with your
buyer persona.
Who are you
trying to attract?

25. Tips for your buyer persona
1.
2.
3.
4.
5.
6.
Formalize your persona
profile in internal
documents
Follow your customers
home
Collect assets and
documents they use
Conduct win/loss
interviews
Conduct user testing
Keep updating the
profile

26. Where is your problem?

27. Where is your problem?
1000
20%
200
10%
20

28. Where is your problem?
1000
20%
200
10%
20

29. Build Traffic With Content

30. Web pages are lottery tickets.

31. To print tickets, write blog posts.

32. Publish your blog in HubSpot.

33. “This won’t work in my industry!”
189% increase in traffic.
700% increase in
search traffic.
13x increase in traffic.

34. “I don’t have anything to write about!”
Masonry Products
• How to build an outdoor fireplace on a budget.
• Planning an outdoor fireplace. Five common mistakes to avoid.
Fuel Additives
• Diesel Truck Performance: Conventional Wisdom Examined
• Engine Oil Treatment What One Can and Cannot Do
Financial Services
• Single Euro Payments Area: What You Need to Know
• Legal Remedies for Oppressed Shareholders
Bottom line: Blog about the questions your prospects ask.

35. Five Quick Blogging Tips
1. Commit to 2 or 3 posts/week.
2. Put it on your company domain (e.g.,
hubspot.com).
3. Allow readers to subscribe via email.
4. Constantly experiment and measure content.
5. Be patient. It will take at least three months to
get traction.

36. How can you build
traffic with social
media?
Listen and share.

37. Monitor social media in HubSpot.

38. Five Quick Social Media Tips
1. Automatically publish your blog posts to your social
channels.
2. Monitor the keywords that your prospects are
searching for.
3. Your audience will vary by channel; use different
channels differently.
4. Focus on building your reach; make it easy for people
to follow you.
5. Become an expert headline writer.

39. Optimize your website.
Are your pages
using the right
keywords?
Is it easy to share
your content?
Is it accessible
on mobile
devices?

40. Use Marketing Grader for Tips
Free assessment tool at: marketing.grader.com

41. Where is your problem?
10,000
1%
100
10%
20

42. Where is your problem?
10,000
1%
100
10%
20

43. How do you generate leads?

44. Experiment With Different Offers

45. Create a Give-Get With Landing Pages

46. Mo Landing Pages, Mo Leads

47. Build Landing Pages in HubSpot

48. Test Variants of Landing Pages & CTAs

49. Where is your problem?
10,000
20%
2,000
1%
20

50. Where is your problem?
10,000
20%
2,000
1%
20

51. Inbound sales is like sales at
(It’s driven by context.)

52. My wife’s Amazon
My Amazon

53. Personalize & Automate Email

54. Personalize Your Website

55. Track prospects’ social activity.

56. Use the activity to drive sales.
Paulo Turner

57. No Context
Context

58. 4
Final Thought

59. There’s a ton here.
How can any normal person be
expected to master it?

61. Questions?
Check my Twitter feed for the slides: @rickburnes
Free tools to help with inbound marketing and sales:
marketing.grader.com www.getsignals.com