SlideShare uma empresa Scribd logo
1 de 7
Baixar para ler offline
www.tomorrow-people.com




    The End Of
Outbound Marketing
  As We Know It:
 Why you will be able to
 market yourself in 2013
2                       Rate it                                                                                                                                 www.tomorrow-people.com




    Inbound Marketing:                                                                   The Days Of Yore
    The End of
                                                                                         The key to the success of these old-fangled disciplines is reaching the right person at
                                                                                         the right time. Outbound marketing is a very hit-and-miss affair, with the misses
                                                                                         outweighing the hits. Of course, the marketing agencies still espousing these weary



    Marketing as we
                                                                                         methods won't tell you that.


                                                                                         The next time one of these has-beens tries to convince you that they can maximise


    know it
                                                                                         your leads and increase sales through an outbound marketing campaign that Don
                                                                                         Draper would've considered old hat, tell them where to go. They're wrong!



    Ah, the heady days of marketing, when you or your organisation
    would adopt various fragmented techniques in an ill-defined bid
    to boost sales. Techniques such as:
                                                                                         Inbound Marketing is the
                                                                                         future
                                                                                         As some bloke named Bob once sang "The times they are a changin'". In fact, that
                       Print Advertising            Internet Advertising                 was 48 years ago and they have changed.
                       Brochures, leaflets,         banner ads, pay-per-
                        newspaper and              click, sponsored posts                Inbound marketing is the future. Its sheer beauty lies in the fact you can do it yourself.
                       magazine ads etc...                  etc...
                                                                                         Come 2013 it'll be the only way to market and we're not just saying that because we're
                                                                                         the leading consultancy in both providing and championing inbound marketing
                                                                                         services. Allow us to enlighten you:


         Press Releases                   Mailshots                    Cold calling
          Costly, largely               Have these ever               One of the most               Inbound marketing is an umbrella term for a
        ignored by bored                   worked?                    soul-destroying
            journalists                                               activities known              number of techniques, which, when combined
                                                                           to man
                                                                                                    as part of an overall marketing plan, can
                                                                                                    produce powerful results. That's combined, not
                                                                                                    strung together as a disparate group in the hope
    The result of this exercise would, perhaps, be one or two extra customers,
                                                                                                    one yields results – a la the olden days.
    combined with a hefty bill.
4                        Rate it                                                                                                                                       www.tomorrow-people.com



    It pulls in traditional marketing methods, such as SEO and email marketing and throws       Now that might not pose a problem if you've a money tree growing at the foot your
    them in with ultra-hip techniques, such as:                                                 garden, one resplendent in a blossom of excess time, but for the rest of us it's a royal
                                                                                                headache we can ill afford, even at the best of times.


                                                                                                Inbound marketing frowns upon such carefree attitudes and instead adopts the 'pull'
                                                                                                approach.


                Content marketing                              Social Media


                                                                                                5 steps to success
                                                                                                Instead of going out and trying to prize the sales from the reluctant claw of
                                                                                                indifference, the business comes to you. There are five steps driving this new style of
                                                                                                marketing:
                 Interactive Media                         Marketing Analytics




    The intention is to nurture targeted leads that convert to sales. A combination of new
                                                                                                                            01.Listening
    and old, with the new positioned firmly in the driving seat.



                                                                                                                             02.Creating
    Pull, don't Push
    With the outdated marketing techniques offered by so many supposedly 'modern'
    agencies, the intention is to 'force' yourself into the 'home' of a prospective client or                              03.Engaging
    customer and say, "Hey, take a look at what I can do for you, it's great, honest." The
    'push' technique, so to speak.


    This is regardless of whether the prospect presently has a need for your offering. It's                           04.Transforming
    the old foot in the door technique, which might've worked on distracted housewives
    and pensioners some 40 years ago, but in 2012 no longer washes.


    It all adds up to a lot of wasted time and money.                                                                        05.Growing
6                 Rate it                                                                                                       www.tomorrow-people.com




                            01.Listening                                                         04.Transforming
                            Research your market. With 78% of web                                Reaping the rewards. Convert visitors into
                            users treating the internet as a first port of                       leads and leads into customers. Distinguish
                            call when it comes to buying products and                            a 'might-be' from a 'dead-cert'. Ensure that
                            services, you need to know where the                                 the 'might-be' eventually becomes a
                            demand is coming from. See what your                                 'dead-cert'. Through the successful
                            competition is doing and research social                             management, scoring, and nurturing of
                            media to find out what your customers are                            your leads, you ensure that when they are
                            saying about you.                                                    ready to buy, it's you who's in the optimum
                                                                                                 position to sell.


    02.Creating
                                                                             05.Growing
    The keystone of inbound marketing:
    Excellent content. Use what you have                                     Never rest on your laurels. Strive for
    learned by Listening to provide quality                                  continuous improvement as part of a
    content that addresses the problems your                                 long-term inbound marketing strategy.
    potential customers face. Become a hub of                                Keep content updated, leads engaged and
    expertise for your industry.                                             your audience in the loop. Perform analysis
                                                                             to stay on top of what is working, what
                                                                             brings in the most leads and what's failing
                                                                             to pull its weight. Keep track of and react to
                            03.Engaging                                      the changes in your industry. Ensure a
                                                                             customer base that not only grows, but
                            Get to know your audience. Each one is a         remains brand loyal.
                            potential customer. They have an interest in
                            your products or services, so now is the time
                            to engage with them and build trust. Ensure
                            your content is being talked about. Social
                            media is just one of the effective methods by                                                                  Leads
                                                                                                                                           Customers
                            which you can spark a two-way
                                                                                                                                           Sales
                            conversation, while setting up keyword alerts
                            can notify you to discussions regarding you
                            and your offering.
8                        Rate it                                                                                                                                      www.tomorrow-people.com




    Not all content is created
    equal
                                                                                                    Consideration Content › Let them know what you do
    As previously stated, content is the bedrock upon which your inbound marketing
    campaign sits... But not any old content.

                                                                                                        White papers                   eGuides                    Webinars
    Certainly, it should be of a high quality and targeted so that it brings in the right type
    of traffic, but there should also be a plan firmly in place that takes the prospect on a
    journey from their initially finding you, to the point where they are ready to buy.


    We categorise the different types of content to be delivered at each stage of the
                                                                                                                           Prezi                 How to guides
    buying process as such:


         •	 Awareness content
         •	 Consideration content
         •	 Decision content                                                                     Be original. Be funny. Be informative.



                Awareness Content › Hook the prospect in                                                   Decision Content › Deliver the call to action


             Blog posts                   Info graphics                  Animations                     Case studies                  Products                   Packages



                           Guest blogging                      PR                                          Services                   Brochure                    Buy now



               Editorial                  Competitions                     Surveys                      Methodology                   Free demo               Loyalty scheme




    Content can be anything from blogposts to e-books, whitepapers through to                    Through content marketing, instead of telling your audience how great you are, you're
    viral videos and all stops in between.                                                       showing them, and, at the same time, providing something of value.
10                       Rate it                                                                                                                                    www.tomorrow-people.com




     Be ready for the long haul
     Of course, this all takes time and commitment and you have to be ready to put in the
     hours if you're serious about success. There is no 5 minute solution. Inbound
     marketing is a continual process.


     At Tomorrow People we can help with formulating content plans, putting them into
     action and providing great content and design. We tailor our inbound marketing
                                                                                            The average budget
     services to satisfy any business appetite.                                             spent on company
     So throw away that old marketing manual, ignore                                        blogs and social
     what the outdated marketers are telling you and
     embrace the future. It's bright. It's Inbound.
                                                                                            media increased
                                                                                            from 9% in 2009 to
                                                                                            21% in 2012
                                                                                            (Source: Hubspot: The State of Inbound Marketing in 2012)




          Click      now to try our marketing grader to find
          out how effective your website is at generating
          leads.
                                                                                                                                 62% of companies
                                                                                                                                 using LinkedIn have
                                                                                                                                 acquired a customer
                                                                                                                                 from the network.
                                                                                                                                 (Source: Hubspot: The State of Inbound Marketing in 2012)
12   Rate it




     www.tomorrow-people.com

Mais conteúdo relacionado

Mais de Boris Loukanov

The Complete Guide to Instagram Analytics
The Complete Guide to Instagram Analytics The Complete Guide to Instagram Analytics
The Complete Guide to Instagram Analytics Boris Loukanov
 
2016 CYBERSECURITY PLAYBOOK
2016 CYBERSECURITY PLAYBOOK2016 CYBERSECURITY PLAYBOOK
2016 CYBERSECURITY PLAYBOOKBoris Loukanov
 
A-Z Culture Glossary 2016 - The Trends You Need to Know to be Relevant
A-Z Culture Glossary 2016 - The Trends You Need to Know to be RelevantA-Z Culture Glossary 2016 - The Trends You Need to Know to be Relevant
A-Z Culture Glossary 2016 - The Trends You Need to Know to be RelevantBoris Loukanov
 
The Future 100: Trends and Change to Watch in 2016
The Future 100: Trends and Change to Watch in 2016The Future 100: Trends and Change to Watch in 2016
The Future 100: Trends and Change to Watch in 2016Boris Loukanov
 
Road to Programmatic - An IAB Europe White Paper
Road to Programmatic - An IAB Europe White PaperRoad to Programmatic - An IAB Europe White Paper
Road to Programmatic - An IAB Europe White PaperBoris Loukanov
 
Copywriting за Уеб
Copywriting за УебCopywriting за Уеб
Copywriting за УебBoris Loukanov
 
Тайните на успешната презентация
Тайните на успешната презентацияТайните на успешната презентация
Тайните на успешната презентацияBoris Loukanov
 
GUIDE TO SMARTPHONE MOBILE AD FORMATS
GUIDE TO SMARTPHONE MOBILE AD FORMATSGUIDE TO SMARTPHONE MOBILE AD FORMATS
GUIDE TO SMARTPHONE MOBILE AD FORMATSBoris Loukanov
 
Keywords to the Wise - AdWords Best Practices Series
Keywords to the Wise - AdWords Best Practices SeriesKeywords to the Wise - AdWords Best Practices Series
Keywords to the Wise - AdWords Best Practices SeriesBoris Loukanov
 
Using Wikis in Government: A Guide for Public Managers
Using Wikis in Government: A Guide for Public ManagersUsing Wikis in Government: A Guide for Public Managers
Using Wikis in Government: A Guide for Public ManagersBoris Loukanov
 
A Manager’s Guide for Using Twitter in Government
A Manager’s Guide for Using Twitter in GovernmentA Manager’s Guide for Using Twitter in Government
A Manager’s Guide for Using Twitter in GovernmentBoris Loukanov
 
A manager’s guide to assessing the impact of government social media interact...
A manager’s guide to assessing the impact of government social media interact...A manager’s guide to assessing the impact of government social media interact...
A manager’s guide to assessing the impact of government social media interact...Boris Loukanov
 
Settling the Quality Score - AdWords Best Practices Series by Google
Settling the Quality Score - AdWords Best Practices Series by GoogleSettling the Quality Score - AdWords Best Practices Series by Google
Settling the Quality Score - AdWords Best Practices Series by GoogleBoris Loukanov
 
Actual Facebook Ads Guide, June 2014
Actual Facebook Ads Guide, June 2014Actual Facebook Ads Guide, June 2014
Actual Facebook Ads Guide, June 2014Boris Loukanov
 
Inbound Marketing Best Practices
Inbound Marketing Best PracticesInbound Marketing Best Practices
Inbound Marketing Best PracticesBoris Loukanov
 
Facebook Creative Ad Specs as of October 14th, 2013
Facebook Creative Ad Specs as of October 14th, 2013Facebook Creative Ad Specs as of October 14th, 2013
Facebook Creative Ad Specs as of October 14th, 2013Boris Loukanov
 
Improving Quality Score - The Value of Being More Relevant
Improving Quality Score - The Value of Being More RelevantImproving Quality Score - The Value of Being More Relevant
Improving Quality Score - The Value of Being More RelevantBoris Loukanov
 
Technorati 2013 Digital Influence Report
Technorati 2013 Digital Influence ReportTechnorati 2013 Digital Influence Report
Technorati 2013 Digital Influence ReportBoris Loukanov
 
The Social Business Textbook - by Spredfast
The Social Business Textbook -  by SpredfastThe Social Business Textbook -  by Spredfast
The Social Business Textbook - by SpredfastBoris Loukanov
 

Mais de Boris Loukanov (20)

The Complete Guide to Instagram Analytics
The Complete Guide to Instagram Analytics The Complete Guide to Instagram Analytics
The Complete Guide to Instagram Analytics
 
2016 CYBERSECURITY PLAYBOOK
2016 CYBERSECURITY PLAYBOOK2016 CYBERSECURITY PLAYBOOK
2016 CYBERSECURITY PLAYBOOK
 
A-Z Culture Glossary 2016 - The Trends You Need to Know to be Relevant
A-Z Culture Glossary 2016 - The Trends You Need to Know to be RelevantA-Z Culture Glossary 2016 - The Trends You Need to Know to be Relevant
A-Z Culture Glossary 2016 - The Trends You Need to Know to be Relevant
 
The Future 100: Trends and Change to Watch in 2016
The Future 100: Trends and Change to Watch in 2016The Future 100: Trends and Change to Watch in 2016
The Future 100: Trends and Change to Watch in 2016
 
Road to Programmatic - An IAB Europe White Paper
Road to Programmatic - An IAB Europe White PaperRoad to Programmatic - An IAB Europe White Paper
Road to Programmatic - An IAB Europe White Paper
 
Copywriting за Уеб
Copywriting за УебCopywriting за Уеб
Copywriting за Уеб
 
Тайните на успешната презентация
Тайните на успешната презентацияТайните на успешната презентация
Тайните на успешната презентация
 
GUIDE TO SMARTPHONE MOBILE AD FORMATS
GUIDE TO SMARTPHONE MOBILE AD FORMATSGUIDE TO SMARTPHONE MOBILE AD FORMATS
GUIDE TO SMARTPHONE MOBILE AD FORMATS
 
Keywords to the Wise - AdWords Best Practices Series
Keywords to the Wise - AdWords Best Practices SeriesKeywords to the Wise - AdWords Best Practices Series
Keywords to the Wise - AdWords Best Practices Series
 
Using Wikis in Government: A Guide for Public Managers
Using Wikis in Government: A Guide for Public ManagersUsing Wikis in Government: A Guide for Public Managers
Using Wikis in Government: A Guide for Public Managers
 
A Manager’s Guide for Using Twitter in Government
A Manager’s Guide for Using Twitter in GovernmentA Manager’s Guide for Using Twitter in Government
A Manager’s Guide for Using Twitter in Government
 
A manager’s guide to assessing the impact of government social media interact...
A manager’s guide to assessing the impact of government social media interact...A manager’s guide to assessing the impact of government social media interact...
A manager’s guide to assessing the impact of government social media interact...
 
Settling the Quality Score - AdWords Best Practices Series by Google
Settling the Quality Score - AdWords Best Practices Series by GoogleSettling the Quality Score - AdWords Best Practices Series by Google
Settling the Quality Score - AdWords Best Practices Series by Google
 
Actual Facebook Ads Guide, June 2014
Actual Facebook Ads Guide, June 2014Actual Facebook Ads Guide, June 2014
Actual Facebook Ads Guide, June 2014
 
Inbound Marketing Best Practices
Inbound Marketing Best PracticesInbound Marketing Best Practices
Inbound Marketing Best Practices
 
Facebook Creative Ad Specs as of October 14th, 2013
Facebook Creative Ad Specs as of October 14th, 2013Facebook Creative Ad Specs as of October 14th, 2013
Facebook Creative Ad Specs as of October 14th, 2013
 
Abuse-standards 6.2
Abuse-standards 6.2 Abuse-standards 6.2
Abuse-standards 6.2
 
Improving Quality Score - The Value of Being More Relevant
Improving Quality Score - The Value of Being More RelevantImproving Quality Score - The Value of Being More Relevant
Improving Quality Score - The Value of Being More Relevant
 
Technorati 2013 Digital Influence Report
Technorati 2013 Digital Influence ReportTechnorati 2013 Digital Influence Report
Technorati 2013 Digital Influence Report
 
The Social Business Textbook - by Spredfast
The Social Business Textbook -  by SpredfastThe Social Business Textbook -  by Spredfast
The Social Business Textbook - by Spredfast
 

Último

Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfAnhNguyen97152
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...AustraliaChapterIIBA
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursKaiNexus
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsIntellect Design Arena Ltd
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarNathanielSchmuck
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZKanakChauhan5
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyHanna Klim
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 

Último (20)

Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, Ours
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking Applications
 
WAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdfWAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdf
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry Webinar
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZ
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agency
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 

The End Of Outbound Marketing As We Know It

  • 1. www.tomorrow-people.com The End Of Outbound Marketing As We Know It: Why you will be able to market yourself in 2013
  • 2. 2 Rate it www.tomorrow-people.com Inbound Marketing: The Days Of Yore The End of The key to the success of these old-fangled disciplines is reaching the right person at the right time. Outbound marketing is a very hit-and-miss affair, with the misses outweighing the hits. Of course, the marketing agencies still espousing these weary Marketing as we methods won't tell you that. The next time one of these has-beens tries to convince you that they can maximise know it your leads and increase sales through an outbound marketing campaign that Don Draper would've considered old hat, tell them where to go. They're wrong! Ah, the heady days of marketing, when you or your organisation would adopt various fragmented techniques in an ill-defined bid to boost sales. Techniques such as: Inbound Marketing is the future As some bloke named Bob once sang "The times they are a changin'". In fact, that Print Advertising Internet Advertising was 48 years ago and they have changed. Brochures, leaflets, banner ads, pay-per- newspaper and click, sponsored posts Inbound marketing is the future. Its sheer beauty lies in the fact you can do it yourself. magazine ads etc... etc... Come 2013 it'll be the only way to market and we're not just saying that because we're the leading consultancy in both providing and championing inbound marketing services. Allow us to enlighten you: Press Releases Mailshots Cold calling Costly, largely Have these ever One of the most Inbound marketing is an umbrella term for a ignored by bored worked? soul-destroying journalists activities known number of techniques, which, when combined to man as part of an overall marketing plan, can produce powerful results. That's combined, not strung together as a disparate group in the hope The result of this exercise would, perhaps, be one or two extra customers, one yields results – a la the olden days. combined with a hefty bill.
  • 3. 4 Rate it www.tomorrow-people.com It pulls in traditional marketing methods, such as SEO and email marketing and throws Now that might not pose a problem if you've a money tree growing at the foot your them in with ultra-hip techniques, such as: garden, one resplendent in a blossom of excess time, but for the rest of us it's a royal headache we can ill afford, even at the best of times. Inbound marketing frowns upon such carefree attitudes and instead adopts the 'pull' approach. Content marketing Social Media 5 steps to success Instead of going out and trying to prize the sales from the reluctant claw of indifference, the business comes to you. There are five steps driving this new style of marketing: Interactive Media Marketing Analytics The intention is to nurture targeted leads that convert to sales. A combination of new 01.Listening and old, with the new positioned firmly in the driving seat. 02.Creating Pull, don't Push With the outdated marketing techniques offered by so many supposedly 'modern' agencies, the intention is to 'force' yourself into the 'home' of a prospective client or 03.Engaging customer and say, "Hey, take a look at what I can do for you, it's great, honest." The 'push' technique, so to speak. This is regardless of whether the prospect presently has a need for your offering. It's 04.Transforming the old foot in the door technique, which might've worked on distracted housewives and pensioners some 40 years ago, but in 2012 no longer washes. It all adds up to a lot of wasted time and money. 05.Growing
  • 4. 6 Rate it www.tomorrow-people.com 01.Listening 04.Transforming Research your market. With 78% of web Reaping the rewards. Convert visitors into users treating the internet as a first port of leads and leads into customers. Distinguish call when it comes to buying products and a 'might-be' from a 'dead-cert'. Ensure that services, you need to know where the the 'might-be' eventually becomes a demand is coming from. See what your 'dead-cert'. Through the successful competition is doing and research social management, scoring, and nurturing of media to find out what your customers are your leads, you ensure that when they are saying about you. ready to buy, it's you who's in the optimum position to sell. 02.Creating 05.Growing The keystone of inbound marketing: Excellent content. Use what you have Never rest on your laurels. Strive for learned by Listening to provide quality continuous improvement as part of a content that addresses the problems your long-term inbound marketing strategy. potential customers face. Become a hub of Keep content updated, leads engaged and expertise for your industry. your audience in the loop. Perform analysis to stay on top of what is working, what brings in the most leads and what's failing to pull its weight. Keep track of and react to 03.Engaging the changes in your industry. Ensure a customer base that not only grows, but Get to know your audience. Each one is a remains brand loyal. potential customer. They have an interest in your products or services, so now is the time to engage with them and build trust. Ensure your content is being talked about. Social media is just one of the effective methods by Leads Customers which you can spark a two-way Sales conversation, while setting up keyword alerts can notify you to discussions regarding you and your offering.
  • 5. 8 Rate it www.tomorrow-people.com Not all content is created equal Consideration Content › Let them know what you do As previously stated, content is the bedrock upon which your inbound marketing campaign sits... But not any old content. White papers eGuides Webinars Certainly, it should be of a high quality and targeted so that it brings in the right type of traffic, but there should also be a plan firmly in place that takes the prospect on a journey from their initially finding you, to the point where they are ready to buy. We categorise the different types of content to be delivered at each stage of the Prezi How to guides buying process as such: • Awareness content • Consideration content • Decision content Be original. Be funny. Be informative. Awareness Content › Hook the prospect in Decision Content › Deliver the call to action Blog posts Info graphics Animations Case studies Products Packages Guest blogging PR Services Brochure Buy now Editorial Competitions Surveys Methodology Free demo Loyalty scheme Content can be anything from blogposts to e-books, whitepapers through to Through content marketing, instead of telling your audience how great you are, you're viral videos and all stops in between. showing them, and, at the same time, providing something of value.
  • 6. 10 Rate it www.tomorrow-people.com Be ready for the long haul Of course, this all takes time and commitment and you have to be ready to put in the hours if you're serious about success. There is no 5 minute solution. Inbound marketing is a continual process. At Tomorrow People we can help with formulating content plans, putting them into action and providing great content and design. We tailor our inbound marketing The average budget services to satisfy any business appetite. spent on company So throw away that old marketing manual, ignore blogs and social what the outdated marketers are telling you and embrace the future. It's bright. It's Inbound. media increased from 9% in 2009 to 21% in 2012 (Source: Hubspot: The State of Inbound Marketing in 2012) Click now to try our marketing grader to find out how effective your website is at generating leads. 62% of companies using LinkedIn have acquired a customer from the network. (Source: Hubspot: The State of Inbound Marketing in 2012)
  • 7. 12 Rate it www.tomorrow-people.com