This document provides an overview of an inbound marketing certification training program. It covers topics like why inbound marketing is important, how to attract visitors through content creation and search engine optimization, converting visitors into leads through social media, and delighting customers. The training emphasizes creating educational content focused on customer problems and educating through blogs, social media, and search engine optimization best practices like keywords and internal links. It stresses measuring results through metrics like reach, engagement, and audience growth.

1. Certification Training
Inbound Marketing
Day 1: Attract

2. Why Inbound?
2
Inbound is a fundamental shift in the way we do business. Instead of
that old, interruption-based message where the marketer or
salesperson had all the control, Inbound is about EMPOWERING
potential customers.

3. Why Inbound?
3
Inbound Marketing is marketing focused on getting found by customers.
It’s customer-focused. It’s helpful. It’s that problem-solving blog post
that shows up near the top of the search engine. It’s the new solution
that was discovered on LinkedIn or the product review that was found
on Facebook.

4. Why Inbound?
4
In today’s digital world, buyers have all the power.
It’s time for you to support that buying process. It’s time for you to join
in and empower your potential customers to make the right decisions
for themselves.

5. Inbound Strategy
5
So how do you actually do Inbound? Well, the best way to start is by
understanding the Inbound Methodology
Attract Convert Close Delight

6. 6
Today, we’ll discuss the first stage…
Inbound Strategy
Attract

7. 7
Starting at the beginning, you’ll need to attract strangers to your
website, turning them into visitors. Some of the most important tools to
attract new users are blogging, optimizing your website, and social
media.
Inbound Strategy

8. 8
Consumers don’t want to be sold to, they want to be educated, and
Inbound tactics can deliver the kind of information your prospects need
to help them make smart, well-informed decisions.
Inbound Strategy

9. 9
Best Practices
First, by using buyer personas, second, by using the buyer’s journey,
then by creating remarkable content, and knowing how to leverage it.
Inbound Strategy

10. 10
Buyer personas are semi-fictional representations of an ideal customer,
based on real data and some educated speculation about demographics,
behaviours, motivations, and goals.
Inbound Strategy

11. 11
Always focus on the ‘Why’ or the motives of your buyer personas, not
their actions.
Inbound Strategy

12. 12
The buyer’s journey is the active research process someone goes
through leading up to a purchase. Knowing the buyer’s journey for your
persona will be key to creating the best content possible.
Inbound Strategy

13. 13
Inbound Strategy
Awareness
Buyer’s
Journey
Consideration Decision

14. 14
Content + Context = Inbound Marketing
Inbound Strategy

15. 15
When you’re creating content, specifically blog posts, keep it
educational. Not educating them on who you are and what you do, but
educating them on their problems and solutions.
It’s the Inbound way. A way to build trust.
Inbound Strategy

16. 16
The last best practice is to leverage your content.
It’s not enough to just have great content. You need to have a way to
get that content out into the world.
Distribution makes content relevant.
Inbound Strategy

17. 17
Search engine optimization, or SEO, is the process of improving your
website so that it attracts more visitors from search engines.
The Beginner’s Guide to Search Engine Optimization

18. 18
SEO is an essential part of the first stage of the Inbound Methodology.
It helps you attract strangers from search engines and turn them into
new visitors on your website.
The Beginner’s Guide to Search Engine Optimization

19. 19
So, to understand SEO,
let’s think about how people find information today.
The Beginner’s Guide to Search Engine Optimization

20. 20
Google, a search engine, gets over 3 billion searches every day, from
people who have questions and problems that they’re looking to solve.
The Beginner’s Guide to Search Engine Optimization

21. 21
Search engines need to provide the most relevant, useful, and
trustworthy answers.
The Beginner’s Guide to Search Engine Optimization

22. 22
Search engines create a list of results that are relevant and useful to
searches. Then, they rank those results based on the popularity and
authority of those websites.
The more visits a website gets, the higher it will rank.
The Beginner’s Guide to Search Engine Optimization

23. 23
This ranking is what you see when you look at a search engine results
page. The first few results and the ones listed on the side are ads -
websites that have paid to show up at the top. But below that, you’re
looking at the top 1-10 unpaid, or “organic”, results that contain the
most popular, relevant answers.
The Beginner’s Guide to Search Engine Optimization

24. 24
As marketers and business owners, your goal is to be listed in the top
organic results because, let’s be honest, most searchers only click on the
first few results that they see. In fact, 60% of all organic clicks go to the
organic top 3 search results.
So, how do you get up there?... Keywords!
The Beginner’s Guide to Search Engine Optimization

25. 25
Keywords are the words typed into search engines. Basically, they’re
the topics that searchers are trying to learn more about.
The Beginner’s Guide to Search Engine Optimization

26. 26
The Beginner’s Guide to Search Engine Optimization
On-Page
SEO
Optimizing the Pages of Your Website:
Page Title, URL, Page Header, Meta Description, Add Related Links to Body

27. 27
The Beginner’s Guide to Search Engine Optimization
Off-Page
SEO
This is the Number of Links that are Pointing to Your Website:
Social Media, Directories, News Sites, Forums, etc.

28. 28
Content is the message your inbound strategy delivers. It’s what you’re
trying to deliver to your visitors, leads, customers, and promoters.
Creating an Unbeatable Content Marketing Strategy

29. 29
How do you create remarkable content?
Creating an Unbeatable Content Marketing Strategy

30. 30
Creating an Unbeatable Content Marketing Strategy
Only 44%
B2B Marketers have
a Content Strategy
Only 39%
B2C Marketers have
a Content Strategy

31. 31
The Process of Content Creation
Creating an Unbeatable Content Marketing Strategy
Plan DistributeCreate Analyse

32. 32
Don’t forget to repeat what’s working well for you and stop doing
things that just don’t seem to be clicking.
Creating an Unbeatable Content Marketing Strategy

33. 33
The first step is to pick a topic and a title.
The Fundamentals of Educative Blogging

34. 34
Answer the questions and problems that people are searching for
information to. Put yourself in the shoes of your buyer personas.
What are they going to be searching for?
The Fundamentals of Educative Blogging

35. 35
What do your buyer personas need help with? What do you wish people
knew about your industry? What are industry bloggers, social media, and
even your competitors talking about?
The Fundamentals of Educative Blogging

36. 36
Your title should help readers and search engines understand what your
post is about. Set the right expectations.
The Fundamentals of Educative Blogging

37. 37
When you blog, whitespace is your friend.
Whitespace is the empty space on the page. It allows the visitor to focus
on the content, not the clutter. Long paragraphs that form into huge
blocks of text will make your information look dense and hard to read.
The Fundamentals of Educative Blogging

38. 38
Optimize the page around your long-tail keyword, placing it in the page
title and the post title, which are typically the same thing; in the URL,
the image alt-text, the body, and the headers.
The Fundamentals of Educative Blogging

39. 39
And include relevant internal and external links within the post. Link to
related blog posts or your site pages when appropriate.
Link to outside resources to build credibility.
The Fundamentals of Educative Blogging

40. 40
Use your blog to strategically promote your current offers. Feature
calls-to-action on the blog sidebar.
A call-to-action is a button that promotes your offer. These will appear
on every post, so they should target a large segment of your visitors.
The Fundamentals of Educative Blogging

41. 41
Now that you have some great blog posts, how do you promote them?
The Fundamentals of Educative Blogging

42. 42
Commit yourself to a blogging schedule.
The more often you blog, the more likely you are to get found.
The Fundamentals of Educative Blogging

43. 43
Social media platforms such as Facebook, Twitter, LinkedIn, Instagram,
YouTube, and more, help to get your content in front of the right people
and spread the word about your business.
Amplifying Your Content with Social Media

44. 44
Attract visitors by sharing remarkable content across social channels.
Convert new visitors into leads by offering opportunities for visitors to
subscribe and receive updates or special offers. Close by acting on
insights that you gather through social monitoring and provide value to
prospects online. Delight customers by being a warm personality and
creating unique ways to engage.
Amplifying Your Content with Social Media

45. 45
Setting SMART goals will help you determine a clear direction for your
social media efforts and tie your results back to Return on Investment.
Amplifying Your Content with Social Media

46. 46
A social media content plan outlines the pieces of content you will
promote and the social media channels you will promote them on.
Amplifying Your Content with Social Media

47. 47
A remarkable social media content plan will leverage content that
clearly communicates your company’s brand and values in efforts to
connect with the audience and create an identity on that channel.
Amplifying Your Content with Social Media

48. 48
The truth is you don’t have to be everywhere on social media as long as
you are somewhere on social media.
Amplifying Your Content with Social Media

49. 49
Consistent publishing is a key factor when identifying the platforms
that your audience is most active on. By sharing content (texts, visuals)
and updates regularly your audience will feel confident engaging with
you because you’ve established a strong and active presence.
Amplifying Your Content with Social Media

50. 50
In the world of social media, there are four key ways to use optimization
to achieve the best outcome:
Amplifying Your Content with Social Media
Platform VisualsMessage Results

51. 51
Social messages that contain video are shared 1200% more than text
and links combined! This means that whether it's an image or a video,
visuals drive audiences to act.
Amplifying Your Content with Social Media

52. 52
Important social media metrics that can help you calculate the value of
your efforts on social media are:
Amplifying Your Content with Social Media
Reach Engagement
Audience
Growth

53. Contact us
The Janice River Inbound Academy®
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Congratulations! You’ve finished the first class of the Inbound
Marketing Certificate Training, but there’s still lots to learn.
So, keep it up, and good luck!