Introduction to inbound marketing and how it has changed the way we execute marketing strategies and utilise marketing channels

1. Traditional Marketing Is Getting More Ineffective...
TV-Spots are easy to skip and Telemarketing is at best a desper- Printed Ads tend to end up in the
ignore with tools like the remote ate attempt to engage you when bottom of a rubbish bin unless you
control and digiboxes. Surely, you are planning to switch e.g. a are a florist wrapping those tab-
you’ve used a commerical break to mobile operator. Telesales people loids around your precious roses.
get a sandwitch? tend to call when you are other-
wise occupied
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Outbound marketing is like shouting AT your audience

2. Inbound marketing is marketing with your audience
http://www.companywebsite.com
Twiits
Our Mission Case Studies Blog
Inbound Marketing Is Attracting Your Audience to You
by Providing Interesting Content that...
Educates Enlightens Entertains Encourages
Help your potential custom- Offer ideas, tips, suggestion Create superior experi- Build trust and provide your
ers with their challenges and and new viewpoints. ences, surprise and exceed potential customer a solid
needs by pointing out ways expectations. reason to commit to your
to solve them. offerings.

3. So, how can marketers create such content?
Inbound marketing starts with understanding the customer’s
1) Needs and problems Awarenes
2) Buying cycles and processes
Evaluation
3) Buying related risks
4) Final decision makers Purchase

4. Seach Engine Optimisation Awareness
In today’s environment buying starts online,
more specifically from search engines. Cus-
tomers use Google and other search engines
to find solutions that best satisfy their unique
needs and solve their problems. http://www.companywebsite.com
However, they do not browse through several
results pages but investigate the top results.
Therefore, it is important for companies to
appear on the first page of search results.
Our Mission Case Studies Blog
Getting on top of search results starts with
identifying the key words the potential cus-
tomer uses to find different solutions. These
keywords are rarely product, brand or com-
pany names but short descriptions of prob-
lems they are facing in their everyday lives.
and how does it translate to online environment?

5. er
Pap
ite
Wh
Blogging and Content Production
There are several tools available your company can har-
ness to produce content that educates, enlightens, enter-
tains and most importantly encourages your target group
to buy your products and services. Valuable content
comes in many forms.
Examples include:
1) White Papers
2) E-Books
3) Videos
4) Blog Posts
5) Inforgraphics (like the one you are reading right now!)
Offering valuable content in inbound marketing entitles a
value exchange. This means for example that your com-
pany offers a downloadable white paper on your website
and in order to read it the potential customer has to offer
detailed information about themselves. This information
can be used later on for more target marketing activities.
Evaluation

6. 12 | Inbound Marketing
Inbound Marketing
Social Media
Let’s face it, social media is
here to stay. People from all
walks of life spend more and
more time on social networks
like Facebook, Twitter and
LinkedIn. Social media evolves @
rapidly and continues to revo-
lutionise how people encage @
their social circles.
Many companies have already @
created accounts on several
social channels but rarely take
full advantage of their poten-
tial. Presense in social media @
requires activeness, planning
and most importantly creativ-
ity. After all, it is a touch point
to existing and potential cus-
tomers and differentiation
from competition is essential.

7. http://www.inboundmarketingessentials.com
OK, so Enlighten recognisable contacts, now what?
Educate
I’ve got Entertain Encourage
Generating Leads on Your Company Website
http://www.companywebsite.com/landingpage The key for generating new sales
leads with content marketing is
offering valuable content in
Download the Essential Guide exchange for some personal and
FOR FREE! company details.
Name
Mary McCarefulboyer
After your lead downloads your
Company
content, you have detailed
Gimmicks Ltd.
information about them. This
Email information can be later used for
er more targeted marketing.
Pap
mary.m@gimmicks.com
ite
Biggest Challenge is my business is: Wh
Our company’s biggest challenge is
As the lead becomes warmer and
warmer, you get more knowledg-
able about their interest and
Submit and Get Your Copy
challenges.

8. http://www.inboundmarketingessentials.com
Educate Enlighten Entertain Encourage
Generating Leads on Other Online Channels
Blog
Blog Post
This blog is about....
Twiits
Read More
Each venue of your company’s Implement calls-to-action and links Every channels is an opportunity to
online footprint should provide to your website, blog posts and get new customers. Therefore it is
incentives for visitors to become landing pages on your company’s important to visualise the path the
recognisable contacts. social media channels and blog. potential customer travels on your
Most importantly share and en- online touch points towards be-
courage others to share your con- coming a customer.
tent via social media.

9. http://www.inboundmarketingessentials.com
Educate Enlighten Entertain Encourage
Nurturing Leads
After a website visitor turns into a
recognisable contact, you need to
have tactics in place to warm them
Case Study
up.
Case Study
Very few are ready to buy after
their first visit to your website.
They need more information to
evaluate your offerings. You need
to offer them content that is highly
related to their interests.
Once your leads are “hot” enough,
they are ready to be passed on to
sales.
Thanks to the information gath-
ered as the contact has tranformed
from an anonymous visitor into a
recognisable sales-ready lead,
sales people are now more knowl-
edgable about what makes the
particular contact “tick”.

10. Each marketing activity should yield a positive ROI
Online Marketing Performance
Website Traffic
Traffic Traffic
Volume Sources
The right indicators allow you Jan Feb Mar Apr May
to monitor how your marketing
actitivies perform over time. It all
comes down to how many con-
tacts the activities produce to
your company and how many of
them are converted to sales.

11. Your content should convert traffic to sales-ready leads
Online Marketing Performance
Content Performance
Source Visitors Conversion Submissions
Direct traffic 37 21,1% 8
LinkedIn 27 48,1% 13
Facebook 11 27,3% 3
Email Marketing 11 81,8% 9
Keeping an eye on your mar-
TOTAL 86 38,4% 33 keting performance helps you
to understand e.g. what type of
content converts the most leads
and what does not do so at all.

12. Analytics should help you to make more effective decisions
Online Marketing Performance
Marketing Campaign Performance
53 52 25 12
Sent Delivered Opened Clicked
Recipient Sent Delivered Opened Clicked
lead@company.com
lead@enterprise.com
lead@organisation.fi
Acting upon the gathered data
helps you to improve your market-
ing campaings. This way your mar-
keting efforts remain relevant to
your target audience and keep per-
forming well.

13. Inbound Marketing Scoreboard
Inhouse Agency
You need to have Good Agencies have
- Clear view on voice of the customer - Expertise on how to find target segments
- A strategic inbound marketing plan - Create a strong value proposition
- Skillful writers - Inbound marketing expertise
- SEO know-how - Skillful writers
- Web Designers - SEO know-how
- Social Media Planners - Web Designers and Developers
- TIME - Social Media Planners
You need software and tools for They also provide tools for
- Managing content - Managing website content easily
- Managing contacts - Creating a database of contacts
- Email marketing - Effective email marketing tools
- Blogging - Blogging platform
- Website coding - Marketing Automation
- Analytics - Analytics tools
Inhouse Outsourcing