1. The document presents an overview of inbound marketing and how to establish an inbound marketing program. 2. Inbound marketing focuses on attracting customers by offering useful information and creating high-quality content that users will want to engage with. 3. The presentation outlines the key components of inbound marketing including what it is, why businesses should care about inbound marketing and search engine optimization, and provides a general plan of attack for an inbound marketing campaign.

1. Presented by Max Lynam
@MaxOnTheHill
< maxlynam.com > < molehill.com.au >
How To:
... establish and run a systematic program
for lead nurturing and conversion:
an inbound marketing program
@MolehillWeb #MJUG

2. Why’d you come along?
Really?

3. Why’d you come along?
Really?
No ..... Really !!

5. For you and your client.

6. So ... why me?
Why the hell did I type anything???
One day I
might learn

7. Business Coach / Strategy / Web Dude
I also have a HEAP of experience
running businesses online
& Inbound Marketing

8. Me, marketing, ins, outs.
• In 2013 Max celebrates 20 years of website experience.
• Background in management, logistics, IT, web & other nerdy things.
• Specialises in:
– Digital Engagement,
– Online Marketing, and
– Conversion Rate Optimisation

9. Me, marketing, ins, outs.
The difference
Has run bricks & mortar, manufacturing and distribution businesses – running several
complex and dynamic e-commerce sites catering to different market segments.
We’ve been our own web client.
Been successful, been broke - know how important online marketing is to
achieve success for business owners, their family, staff and life ... it’s not a game !!!

10. General Outline
1. What is Inbound Marketing
2. The old
3. What’s new
4. Components & Methodology
5. Why
6. ROI
-- 5 min break, questions & video –
7. Inbound Marketing Campaign Plan of Attack
Please write down questions and ask at break in middle or at end.

11. General Assumptions
You have / completed:
1. Market Analysis.
2. Market Plan (product, price, promotion, place).
3. Absolute clarity about business objectives.
4. Competitor research & analysis.
5. Technically solid, market relevant & SEO friendly website.
6. Drive to invest in succeeding online.

12. Inbound Marketing is a marketing strategy that focuses on attracting
customers by offering some type of useful information.
Those who best serve their target market will succeed.

14. Inbound Marketing
• What is it?

15. Inbound Marketing
• What is it?

16. It has ALWAYS been the case that:
Inbound Marketing
It’s nothing new.
Those with solid relationships and connection with their
target market, who have exceptional service and truly serve
their clients will succeed.
Doing this well will create a strong & sustainable relationship
with your market, that makes everyone happy – even Google 
Technology enables you the opportunity to engage your market.
{ more successful, more money, more choices, more life }

17. Inbound Marketing
• Why do we care?

18. Reduced Costs + More Leads = More Profit
Inbound Marketing
Why do we care?

19. Reduced Costs + More Leads = More Profit
Inbound Marketing
Why do we care?

20. Do you think it is important
what Google thinks about
our website and online
marketing practices?
Inbound Marketing
Why do we care?

21. Google has recently updated the rankings article within the
Google Webmaster Help documentation....
Inbound Marketing
Why do we care?
OLD
Previously, the article had a line
that read:
In general, webmasters can improve
the rank of their sites by
increasing the number of high-
quality sites that link to their pages.
NEW
We’ve bolded the key part, which
was changed on May 27th to say:
In general, webmasters can improve
the rank of their sites by
creating high-quality sites that
users will want to use and share.

22. So what’s the common
thread throughout the
presentation?

23. Show
Me The
Money

24. At all times Inbound Marketing should be measurable.
Are we getting an ROI?
Data analysis holds the key to Successful Campaigns
Data Analysis
Improve
Compare to
Program
Improve
Data Analysis
Compare to
Program
“This is
not the
data you
are looking
for”

25. Inbound Marketing
• Why do we care?
Inbound NEEDS a central focal point .... Everything points to the website
>>> 5 minute video, down time / break.

26. Presented by Max Lynam
@MaxOnTheHill
< maxlynam.com > < molehill.com.au >
Coming up:
... Inbound Marketing Campaign
Plan of Attack
@MolehillWeb #MJUG

27. these
bits
make
$$$

28. Inbound Marketing
General Outline
So this is the general outline to attack Inbound Marketing
No pretty pictures, just a heap of content ;)

29. Inbound Marketing
So this is the general outline to attack Inbound Marketing

30. Inbound Marketing

33. Inbound Marketing

34. Inbound Marketing

35. Inbound Marketing

36. Inbound Marketing

37. Inbound Marketing

38. Inbound Marketing

39. Inbound Marketing

40. Inbound Marketing
• Why do we care?
This is a great example of an Inbound Marketing Strategy that worked.
This campaign claimed the two Grand Prix awards at the 2013 Cannes Cyber Lions
The content-led, professionally produced project encouraged participation and gained
impressive results for the brand, including 70 million views and a 360% sales lift.

41. Inbound Marketing Summary
1. Inbound Marketing ... what it is.
2. The old ... outbound, one way, push
3. What’s new ... market engagement, two way, helpful
4. Components & Methodology ... how you interact with your market
5. Why ... engage online, social & more, or xyz shop will
6. ROI ... analyse, test, improve engagement & conversions
7. Inbound Marketing Campaign Plan of Attack

42. Presented by Max Lynam
@MaxOnTheHill
< maxlynam.com > < molehill.com.au >
Credits for Inspiration & Content:
Content Marketing Institute, SavvyPanda,
HubSpot, Google, Marketing Land,
Contagious, numerous people& groups
.... the list just keeps going.
@MolehillWeb #MJUG

43. Presented by Max Lynam
@MaxOnTheHill
< maxlynam.com > < molehill.com.au >
How To:
... establish and run a systematic program
for lead nurturing and conversion:
an inbound marketing program
@MolehillWeb #MJUG

44. funny matt
cutts video
http://youtu.be/b7W0o65tTIQ
How to rank #1 on Google