the 10 e's of inbound marketing

SOCIAL MEDIA & CONTENT MARKETING

Dr. Jim Barry

May 2014

The 10 E’s of Inbound Marketing

Slide 2

Inbound Marketing: From 4 P’s to 10 E’s

EDUCATETargets

EMOTIONALIZEContent

EXPOSEContent

ESCORTProspects

ENLISTSubscribers

ENGAGECommunities

ENCOURAGEInfluencers

EMPOWER Advocates

EMBRACE Omni-

Channels

EXAMINEResults

10 E’s of Inbound Marketing

Slide 3

Educate Target Audience

•Connect Problem Solving to:

• Pain Points

• Buyer Journey

•Aim Content for:

• Utility

• Trust Building

• Timely Relevance

• Warm Selling

Slide 4

Educate Target Audience

Slide 5

Emotionalize Content

Slide 6

Exposing Content Through Social Media Channels

Publishing Content through

Social Media*Feature it on Facebook

Tweet It on Twitter

Grab Attention on Google+

Lead in on LinkedIn

Pin It on Pinterest

* Source: Social Media Examiner (Mike Bal) @ http://bit.ly/1etluuh

Slide 7

Escort Prospects for Lead Nurturing

Lead Nurturing through Rich

Content & Emails Permit:Lead qualifying while educating

Permission-based escorting of leads through sales funnel

Personalized responses from tracked content consumption

CRM TrackingContent Qualifying

Slide 8

Enlist Subscribers

Slide 9

Engage Communities

Engage Communities for:Relationship building

Content sharing

Brand advocacy

Engage Communities with:Events

Contests

Games

Slide 10

Encourage Influencers

Enlist Influencers for:Greater reach

Credibility

Higher conversions

Slide 11

Empower Advocates

Empowering Advocates to:Turn B2B/B2C to H2H (human

to human)

Trigger engagement

Spread a consistent story

“Employees are the biggest brand advocates”

Slide 12

EMBRACE Omni-ChannelsSocializing, Mobilizing, Localizing

Using SoLoMo Ad Audience Networks for Context Marketing

Using SoLoMo Apps for Real Time Marketing

Using SoLoMo Video for Customer Experience

Slide 13

Examine Results

Monitor & Examine for:Social Media ROI

Return on Influence

Return on Relationship

Return on Inbound Marketing

Slide 14

From 4 P’s to 10 E’s

EducateTargets

EmotionalizeContent

ExposeContent

EscortProspects

EnlistSubscribers

EngageCommunities

EncourageInfluencers

EmpowerAdvocates

EnableReal-time

Experiences

ExamineResults