The fundamentals of Inbound Marketing

2. Get Found

3.  People already learning or shopping

4. TwoPronged Strategy
 Website a “Hub” for your industry
 Attract visitors naturally through search engines,
blogosphere, and social media

5. Inbound Marketing
 Earning , not buying
 Attention
 Findability
 Draw customers in

6. Inbound Marketing….The magic
 Content, content and content

7. Inbound Marketing…The Tools
 Blogs
 Podcasts
 Video
 eBooks
 eNewsletters

8. Inbound Marketing…..The Tools
 Whitepapers
 Guides/Webinars
 SEO
 SMM
 Content Marketing

9. Blogs
 Dicussion or Info Sites
 Posts in reverse chronological order
 Multi Author Blogs
 The rise of microblogging

10.  Since 2005
 30 Member Team
 Personal Bios
 Video, Podcasts and Posts
 Shareable easily

11. Great Corporate Blogs
Industrywise separate blogs
Sub Categories
Engaged Customers
Community Solves Problems

12. Great Corporate Blogs

13. Outbound Marketing…….The Tools
 Outsourced Telemarketing
 Email Blasts to purchased list
 TV and Radio Ads
 Sales Fliers

14. Outbound Marketing…….The Tools
 SPAM
 Telemarketing
 Traditional Advertising

15. Outbound Marketing…..The Tools
 Trade Shows
 Seminar Series

16. The Tools change….

18. Outbound Marketing…why less effective today
 Reason 1
 Inundated
 Creative ways of blocking
 Caller ID
 Spam Filtering
 TiVo
 DND

19. Outbound Marketing…Why less effective today?
 Cost of learning and shopping using Internet much
lower
 Search Engines
 Blogs
 Social Media

20.  “Earn your way…………….
 “Do Not buy, beg or bug you way in”
“David Meerman Scott”

21. Inbound Marketing Works Best
 High Value
 Long Research Cycles
 Knowledge Based Product

22. Five Stage Process
 Attract Traffic
 Convert Visitors to Leads
 Convert Leads to Sales
 Turn customers to repeat higher margin customers
 Analyze for continuing improvement

23. Attract Traffic
Create Optimize Promote

24. Create
 Website
 Content
 Landing Pages
 Whitepapers
 Video Assets
 Social Media Accounts

25. Optimize
 Visibility through SEO
 Easily shareable through SMO
 A/B Testing

26. Promote
 Campaigns
 Social Media
 PPC
 Email
 Outbound

27. Convert Visitors to Leads
 UVPs
 CTAs
 Advanced Content

28. Convert Leads to Sales
 Joint Marketing and Sales Effort
 Strategically written lead nurturing emails
 Properly timed warm calling
 Shorten sales cycle

29. Turn customers into higher margin repeat customers
 Which content produces the best results
 Best Time in Funnel to deliver content
 Multiple-channel delivery

30. Analyze
 What works?
 What could be improved?

31. Three Generations of Inbound
Marketing
 Gen 1 : Brochure
 Gen 2: TOFU(Top of Funnel)
 Gen 3: MOFU

32. Gen 1 : Brochure
 First Websites
 Me,Me Oriented
 Features and Benefits
 Failure to provide Solutions

33. Gen 2 and Gen 3

34. Gen 2 : TOFU
 Lots of high-quality problem-solving content
 Some free on Blog
 More Valuable Advanced Content behind form

35. Gen 3:MOFU
 Content personalization
 Website gets smarter and smarter
 Understanding the users’ likes,needs and wants

36. Intelligent Website
 Analysis
 Software
 Lots of Content

37. Marketing Analytics…….Who?
 Who visits our sites?
 Websites
 Social Media Sites
 Mobile Sites
 Landing Pages
 Microsites

38. Marketing Analytics….Who?
 “People”, not statistics or indicators
 Objective: Build Relationships
 Segmenting visitors
 How and when to respond

39. Marketing Analytics….What?
 What do they want?
 Give choices….Which direction?
 Multiple Landing Pages…A/B and Multivariate Testing
 “Triggers”
 Conversion rates
 Pathways

40. Marketing Analytics…….Where?
 Where they hang out?
 Where they find my content?
 Which venue?
 When to post?
 What content attracts?

41. Marketing Analytics…Why?
 Why do visitors become customers?
 Design:
 Site Content
 Navigation
 Pathways
 Choices
 Interaction

42. Marketing Analytics…To what degree?
 Which elements,campaigns, ideas generated the most
revenue?