Inbound Marketing pulls buyer into your business. Inbound Marketing is marketing using techniques focused on getting found by prospects; inbound marketing is a more efficient and cost-effective way to do marketing. Pull in customers to your business by creating content, optimizing that content for search engines (SEO) and promoting and sharing that content in various social media sites like Twitter, Facebook, Pinterest, Google+, Linked in, YouTube etc.

1. What is Inbound Marketing?
Introduction to the
„New“ Marketing
June 2012

2. What is Inbound Marketing?
Inbound Marketing pulls
buyers into your business

3. What is Outbound Marketing?
Outbound Marketing also known as Traditional
Marketing push the informations about your brand
or your products to the public:
• Print ads and TV / Radio ads
• Telemarketing (cold calling)
• Direct mail
• Trade Fairs and Events
• Traditional PR Releases

4. Therefore…
Outbound marketing strategies are becoming less
effective in today’s world!
– Only 14% of the population trust ads
– But 90% trust recommendations of friends,
acquaintances etc.*
– Your client becomes more and more independant
using the Internet and looking by himself for solutions
– Unwanted phone calls and overfilled letter boxes are
just bothering
* Lemon 5 Fresh Consulting GmbH, Offenbach

5. Solution = Inbound Marketing
Content SEO Social Media
* Graphik: IMU

6. Good News About Inbound Marketing
1. Needs more brain than money 
2. Lower costs per Lead…
Source: survey of hundreds of businesses: HubSpot.com/ROI

7. Key Questions to Get Started
1. Am I regularly creating new, share-worthy
content?
2. Am I optimizing my content for search and
social media?
3. Am I promoting my content in social media
conversations?
4. Am I converting as many visitors into leads
and sales as I can?

8. 4 Steps to Successful Inbound Marketing
1. Create
2. Optimize
3. Promote
4. Convert & Analyse

9. 1. Inbound Marketers are Publishers
Time to !
Stop thinking like a marketer or advertiser…
…start thinking like a publisher and socializer!

10. 1. Publish!
o Start blogging!
55% more website visitors for companies that blog!
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
o Publish Everything, Everywhere:
Find out the adapted communities for your marketing persona!
o Frequently shared content:
• New market data, Infographics
• Tips, Educational content
• Content about your industry
• “How to…”, “5 Mistakes to avoid…“, etc.
X NO product info, NO content about you

11. 2. SEO: More and better content…
o 25% On-Page SEO (Context):
• Page Title
• Clean URL
• Header & Content
• Description

12. 2. SEO: … bring more links
o 75% Off-Page SEO (Authority) :
Authority is determined by Inbound Links.
Get more inbound links with an interesting content outside
your Website and setting the appropriate landing pages.
Heighten your rank!
o SEO Algorithm = Context + Authority!

13. 3. Promote
o Remember: It’s not about you, EVER!
o Target content to your marketing persona
• You want to receive useful leads (in order to
be able to convert them later into sales).
• Publish adapted content knowing what your
prospects are looking for!
o Create an engaging presence:
• Remarkable content: like graphics, photos
and videos
• Make sharing easy

14. 4. Convert
o Put CTA on All Your Content
• Ebook / White Paper Download
• Webinar Registration
• Newsletter subscription, etc.
o Use Landing Pages with Forms
• Your Lead comes directly to the desirable content
• You gather important initial informations (Name, Email…)
o Finally Check Your Leads
• Filter out the right prospects and…
• Start the next step nurturing them (with monthly personalized
emails, invitation to Webinars etc.) 

15. 4. Analyse
o Conversion Rate + Analytics
o Marketing Analysis

16. Inbound Marketing Summary
Using Inbound Marketing you will get constantly new Leads
and you will ensure new sales opportunities
– heightening brand penetration
– increasing your turnover at lower costs
– enhancing brand awareness
– driving more visitors to your Website
– with qualified Leads Create Optimize
Convert
“Inbound Marketing is marketing using & Analyse
techniques focused on getting found by prospects;
inbound marketing is a more efficient and cost-
effective way to do marketing. Pull in customers to Promote
your business by creating content, optimizing that
content for search engines and promoting and
sharing that content in social media.”

17. What‘s coming next: Lead Nurturing
Once you get Leads and after having them sorted out, your
objective should be to convert them into customers.
Start the Lead Nurturing phase and contact them regularly
with emails (and gain further information about them too).
– Write a clear message (one topic per email)
– Offer further valuable contents and topics
– Write individually and be personal, engage your reader
– Give your reader the opportunity to act (build in CTA)
– Measure the results of your mailings (CTR = Click-through rate,
Opt-out, Downloads etc.)
  €
 You may so heighten your brand awareness and convert your Leads
into customers.

18. Get started!
Brandsensations – Inbound Marketing Strategies
François Benner | Rudolph-Ulrich-Str. 4 | 41751 Viersen | Germany
M +49 171 6447879 | T +49 2162 8156480 | F +49 2162 8156482
E francois.benner@brandsensations.com | USt-IdNr. DE278641216