Do you want to generate more visitors, leads and sales for your business? That’s a dumb question, of course you do! The purpose of this SlideShare is to provide you with an easy-to-understand overview of inbound marketing.

1. ULTIMATE BEGINNERS GUIDE TO
INBOUND MARKETING
An easy-to-understand overview of inbound marketing.
Pocket Your Shop
briandownard.com

2. ULTIMATE BEGINNERS GUIDE TO
INBOUND MARKETING
by Brian Downard
Brian is an inbound marketing professional with over 5
years of experience in online marketing, including:
strategy, social media, SEO, blogging, content marketing,
website development, graphic design, analytics and more.
In 2011 Brian co-founded Pocket Your Shop, a full-service
inbound marketing agency located in Southern California.
Connect On LinkedIn >
brian@pocketyourshop.com

3. WHAT YOU WILL LEARN
1. How Marketing Has Changed
2. What Is Inbound Marketing?
3. Why Is It Important?
4. Inbound Methodology & Tools
5. Tips, Tricks & Best Practices

4. SECTION 01
HOW MARKETING HAS CHANGED

5. TRADITIONAL MARKETING IS
BROKEN
86%
91%
skip television ads
unsubscribe from email
44%
200M+
of direct mail is never opened
on the Do Not Call list

6. CONSUMER BEHAVIORS HAVE
CHANGED, THEY ARE GOOD AT
TUNING OUT MARKETING
!

7. BUT DON’T WORRY
it’s not all bad news.

8. 90%
OF INTERNET USERS BROWSE OR
RESEARCH PRODUCTS ONLINE
50%
INTEND ON PURCHASING A
PRODUCT OR SERVICE
- Forrester Research
- eMarketer

9. YOU DON’T FIND
CUSTOMERS ANYMORE
!

10. YOU DON’T FIND
CUSTOMERS ANYMORE
!
THEY FIND YOU

11. THE WORLD HAS
CHANGED…
YOUR MARKETING
NEEDS TO CHANGE

12. IF YOU WANT TO ATTRACT
CUSTOMERS YOU NEED TO GIVE
THEM SOMETHING THEY WILL LOVE

13. SO HOW DO WE
ACCOMPLISH THIS?

14. U
SO HOW DO WE
ACCOMPLISH THIS?
WITH
INBOUND
U
MARKETING

15. SECTION 02
WHAT IS INBOUND MARKETING?

16. in·bound mar·ket·ing
!
A holistic, data-driven approach to marketing that
attracts individuals to your brand and converts
them into lasting customers.

17. INBOUND MARKETING IS ABOUT
ATTRACTING, NOT INTRUDING
BUILDING TRUST, NOT SKEPTICISM
BEING LOVED, NOT IGNORED

18. TRADITIONAL MARKETING IS
LIKE BEING A CHEETAH HUNTING
IN THE JUNGLE
(SOME CHEETAHS ARE LAZY)

19. THE INTERNET HAS CREATED A
DIGITAL WATERING HOLE
GO WHERE YOUR CUSTOMERS ARE,
STOP HUNTING IN THE JUNGLE

20. PEOPLE WANT ACCESS TO GREAT
INSIGHT, PEOPLE & RECOGNITION
BEFORE PRODUCTS & SERVICES

21. OLD
NEW
OUTBOUND
INBOUND
Direct mail
Prints ads
Cold email (spam)
Cold calling
TV & radio ads
Banner ads
Trade shows
VS.
Social media
SEO & blogging
Content marketing
Lead nurturing
Landing pages
Email marketing
Analytics

22. INBOUND MARKETING IS

23. INBOUND MARKETING IS
CONTENT

24. INBOUND MARKETING IS
CONTENT
&
CONTEXT

25. BUILD YOUR MARKETING ASSETS
(CONTENT)
Presentations & Ebooks
Blogging
Videos & Podcasts
Visual Content

26. RIGHT CONTENT, RIGHT PLACE, RIGHT TIME
(CONTEXT)
Customer Personas
Segmented Email Lists
Personalized Messaging

27. CONTENT + CONTEXT
!
=
!
MARKETING PEOPLE LOVE

28. SECTION 03
WHY IS INBOUND
MARKETING IMPORTANT?

29. WE CONDUCT 131 BILLION SEARCHES
PER MONTH ON THE WEB
Per Minute………. 2,900,000
Per Hour………… 175,000,000
Per Day………..… 4,000,000,000

30. 70% OF LINKS SEARCH USERS CLICK
ARE ORGANIC - NOT PAID
Paid
25%
5%
70%
Organic
Other

31. 60% OF ALL SEARCH ENGINE CLICKS
GO TO TOP 3 LINKS
SHARE OF CLICKS
27
20
13
10
1
2
3
4
9
5
7
6
5
7
RANKING ON SEARCH ENGINE PAGE
3
8
4
9
3
10

32. 54%
more leads are generated
by inbound than outbound.
61%
lower cost per lead when
using inbound marketing.

33. INBOUND CONSISTENTLY YIELDS
LOWER COST LEADS
Average Cost Per Lead Outbound vs. Inbound
400
$373
300
$364
$332
200
$143
$134
100
2010
2011
}
$135
2012
61% lower
cost per lead

34. SECTION 04
INBOUND METHODOLOGY & TOOLS

35. METHODOLOGY
Use inbound marketing to generate visitors,
turn them into leads, convert them into
customers and create life-long fans.
Find
Visitors
Convert
Leads
Customers
Keep
Fans

36. STRANGERS
YOU CAN ALSO
VISUALIZE INBOUND
MARKETING AS A
FUNNEL
VISITORS
LEADS
CUSTOMERS
FANS

37. STEP 1
GET FOUND & GENERATE VISITORS
Find
Visitors
Convert
Leads
Customers
Keep
Fans

38. STEP 1
GET FOUND & GENERATE VISITORS
Find
Visitors
Local Search
Keywords & SEO
Customer Personas
Social Media
Blogging
Websites

39. GET FOUND & GENERATE VISITORS
!
Local Search
Search engines automatically populate local business in search results,
this helps you get found by people who are searching for businesses just
like yours in your local community.
RESOURCES:
Google Places
Bing Places for Business
Yahoo Local Listings
Yellow Pages
Super Pages
Yelp

40. GET FOUND & GENERATE VISITORS
!
Keywords & SEO
Short or long phrases people use when searching online. Using these
pre-determined keywords on your social networks, blog, content and
website will help you get found by more people, drive new traffic and
increase your search engine ranking.
RESOURCES:
Google Keywords Planner
Hubspot Marketing Grader
Quick Sprout SEO
Open Site Explorer
Uber Suggest

41. GET FOUND & GENERATE VISITORS
!
Customer Personas
Buyer personas are fictional representations of your ideal prospect that
help create more targeted marketing. They are based on real data,
behaviors, and demographics. Where do they spend their time online?
What language do they use when searching online?

42. GET FOUND & GENERATE VISITORS
!
Social Media
Grow, interact and engage with multiple online audiences that help your
business improve visibility, promote your content, generate leads and
create brand advocates that help promote your business.
RESOURCES:
Facebook
LinkedIn
Google+
Pinterest
Twitter
Industry specific networks

43. GET FOUND & GENERATE VISITORS
!
Blogging
Drive more traffic, build online marketing assets and establish thought
leadership by crafting insightful articles that solve your target audiences
problems and helps them reach their goals. We recommend using
Wordpress unless you have a really good reason not to.

44. GET FOUND & GENERATE VISITORS
!
Websites
The is your digital store front, this is the place where it’s okay to promote
your products, services and business. Use your website as a place to
educate leads and host your content. Remember to focus on value, not
features and be sure you’re not forgetting about mobile visitors.
RESOURCES:
Wordpress
Wix
Weebly
SquareSpace

45. STEP 2
TURN YOUR VISITORS INTO LEADS
Find
Visitors
Convert
Leads
Customers
Keep
Fans

46. STEP 2
TURN YOUR VISITORS INTO LEADS
Find
Visitors
Leads
Content Offers
Calls-To-Action (CTA)
Forms
Landing Pages

47. TURN YOUR VISITORS INTO LEADS
!
Content Offers
The best way to start generating leads is to create content offers, this
content should provide leads with real value. Content can come in the
form of ebooks, presentations, webinars or videos. You use this content
to trade visitors for their contact information in order to generate leads.
RESOURCES:
Keynote or Powerpoint
Pages or Word
ISSUU
JooMag

48. TURN YOUR VISITORS INTO LEADS
!
Calls-To-Action (CTA)
These are images that act like “road signs” for your blog and website
visitors that entices them to check out your content offers. While they
can be used anywhere, you’ll find they are most effective at the bottom
of relevant blog posts and website pages.
RESOURCES:
Keynote or Powerpoint
Vertical Response Button Builder
Button Optimizer
Photoshop

49. TURN YOUR VISITORS INTO LEADS
!
Forms
It’s likely visitors will not purchase from you the first time they visit your
website or blog. Use forms to capture quick contact information about
your visitors, most time a simple email address will do. Make sure it’s a
worthwhile offer and they know exactly what they are signing up for.
RESOURCES:
JotForm
Form Stack
Email Me Form

50. TURN YOUR VISITORS INTO LEADS
!
Landing Pages
Don’t let your visitors leave your website empty handed. Using landing
pages you can capture lead information in exchange for a content offer
you have. This helps you gather more lead information over time and
segment leads based on which content they are interested in.
RESOURCES:
Lander App
Unbounce
Ion Interactive
Instapage
Page WizLander
JotForm

51. STEP 3
CONVERT LEADS INTO CUSTOMERS
Find
Visitors
Convert
Leads
Customers
Keep
Fans

52. STEP 3
CONVERT LEADS INTO CUSTOMERS
Convert
Leads
Customers
Product Content
Case Studies
Social Proof
Email Marketing
Lead Management

53. CONVERT LEADS INTO CUSTOMERS
!
Product Content
Creating content that educates your leads about your products will help
them make buying decisions. Not only does this generate qualified leads
for your business, it helps leads become more ready to buy.

54. CONVERT LEADS INTO CUSTOMERS
!
Case Studies
Proving your product works with numbers and graphs will make leads
more comfortable converting. If numbers are not applicable, use a
before/after, problem/solution approach for your case studies.

55. CONVERT LEADS INTO CUSTOMERS
!
Social Proof
Social proof, also known as social influence, is a psychological
phenomenon where people assume the actions of others.
Use testimonials and numbers to demonstrate the value others
find in your products and services to help leads convert.

56. CONVERT LEADS INTO CUSTOMERS
!
Email Marketing
In sales, timing can be a big problem. Use email marketing to nurture
your leads by consistently sending them useful content. Be sure that you
are segmenting email lists based on lead behavior, interest and their
place in your marketing funnel. Take advantage of automated emails to
save your business time and resources.
RESOURCES:
MailChimp
GetResponse
Constant Contact
iContact

57. CONVERT LEADS INTO CUSTOMERS
!
Lead Management
Sometimes called CRM software, this tool will help your sales team stay
on top of your qualified leads, track where they are in the sales process,
know which have gone cold and much more.
RESOURCES:
Base CRM
Insightly
Zoho CRM
Free CRM

58. STEP 4
KEEP CUSTOMERS & CREATE FANS
Find
Visitors
Convert
Leads
Customers
Keep
Fans

59. STEP 4
KEEP CUSTOMERS & CREATE FANS
Keep
Customers
Fans
Online Reviews
Social Media
Value Add Content
Analytics

60. KEEP CUSTOMERS & CREATE FANS
!
Online Reviews
Generating online reviews is the new word of mouth. As you learned,
your customers find you, not the other way around. This means you want
customers to be saying good things about you around the internet.
RESOURCES:
Google Places
Yelp
Angie’s List
Facebook
TripAdvisor

61. KEEP CUSTOMERS & CREATE FANS
!
Social Media
Social media is not only a great place to find leads, it can also be used
to engage influencers and brand advocates. Use these people to help
spread your content to a wider audience and generate more leads.
RESOURCES:
Facebook
LinkedIn
Google+
Pinterest
Twitter
Industry specific networks

62. KEEP CUSTOMERS & CREATE FANS
!
Value Add Content
Content can be used for more than just generating and converting
leads. Give customers added value by teaching them how to get the
most out of your products and services. This type of content also gives
you the chance to up-sell and re-convert old customers.

63. KEEP CUSTOMERS & CREATE FANS
!
Analytics
Understanding which aspects of your marketing are working and which
are not is crucial if you want to be sure you are using all of your
resources efficiently. Analytics help you learn, make changes and grow.
RESOURCES:
Google Analytics
KISS Metrics
Piwik
StatCounter

64. STEP 5
CLOSING THE LOOP
Find
Visitors
Convert
Leads
Customers
Keep
Fans
YOUR FANS HELP GENERATE NEW VISITORS

65. SECTION 05
TIPS, TRICKS & BEST PRACTICES

66. #01
FOCUS ON HELPING YOUR
AUDIENCE REACH GOALS AND
SOLVE PROBLEMS

67. #02
DO A CONTENT AUDIT AND SEE
WHAT RESOURCES YOU ALREADY
HAVE THAT CAN BE REPURPOSED

68. #03
KEEP A BACKLOG OF CONTENT
AND KEYWORDS IDEAS THAT YOU
CAN REFER BACK TO AT ANY TIME

69. #04
INCLUDE ALL RELEVANT SHORT &
LONG PHRASE KEYWORDS WHEN
CREATING CONTENT TO
OPTIMIZE FOR SEARCH ENGINES

70. #05
YOUR CONTENT SHOULD HAVE
KILLER HEADLINES AND FOLLOW
A PROBLEM/SOLUTION, DESIRE,
ACTION APPROACH

71. #06
CREATE CONTENT FOR LEADS IN
DIFFERENT STAGES OF THE
BUYING PROCESS AND HELP
THEM MAKE BUYING DECISIONS

72. #07
CONTENT PROMOTION IS JUST
AS IMPORTANT AS CREATION, IF
YOU SPEND 10 HOURS MAKING A
PIECE OF CONTENT, SPEND 10
HOURS PROMOTING IT

73. #08
USE SEGMENTED EMAIL AND LEADS
LISTS TO PERSONALIZE MESSAGING
AND SEND TARGETED OFERS

74. #09
FIND TOOLS TO HELP AUTOMATE
PARTS OF YOUR MARKETING LIKE
SOCIAL MEDIA & EMAIL MARKETING

75. #10
FOCUS ON IMPORTANT
METRICS SUCH AS COST PER
LEAD ACQUISITION & COST
PER CUSTOMER ACQUISITION

76. FINAL THOUGHTS

77. “
THE BEST TIME TO PLANT A TREE
WAS 20 YEARS AGO, THE
SECOND BEST TIME IS NOW.
- Old Chinese Proverb
“

78. TO SUCCEED AT INBOUND
!
1. UNDERSTAND YOUR AUDIENCE
2. ALIGN CONTENT WITH THEIR INTERESTS
3. PROMOTE VALUE, EMBRACE TRANSPARENCY
4. LEVERAGE BRAND ADVOCATES

79. NOW YOU’VE GOT THE
TOOLS YOU NEED
!
BUILD YOUR INBOUND
MARKETING MACHINE

80. THANKS FOR READING!
!
IF YOU ENJOYED THIS CONTENT, HELP US SPREAD THE WORD
BY SHARING IT ON YOUR FAVORITE SOCIAL NETWORK.

81. TURN THESE TIPS INTO ACTION

82. REQUEST A FREE INBOUND
MARKETING CONSULTATION FROM
POCKET YOUR SHOP
!
!
www.pocketyourshop.com
Brought To You By
Pocket Your Shop
briandownard.com