why inbound marketing

Marketing Strategies for Small Business:

Why UsingInbound Marketing Strategies

Make Sense Today

Know How, Strategies, Content Mike Years

They Call it a Paradigm Shift

The Way We Market our Goods and

Services is Going Through a

TRANSFORMATION

A Classic Trend Pattern

A Simple Concept

What is Inbound Marketing?Inbound marketing is a marketing strategy that focuses on getting found by customers. It is transforming the way in which companies perceive of themselves, publish content, and sell their products and services.

1. GET FOUND ONLINE2. CONVERT VISITS & LEADS

3. MEASURE, TEST, IMPROVE

Become VALID Build INFLUENCE

BE A TRUSTED SOURCE.

You AreKidding, Right?“Getting Found,” is That Really Transformative?

It’s Transformative When…

24 Hours Later… 7 = 350,000,000

You launch a new attraction at your theme park by talking to 7 bloggers…

Example Cited From David Meerman Scott

You grow a small liquor store in

New Jersey into a $50MM

business using video blogging.

You publish an eBook and later stop advertising in the Yellow Pages. Your business grows from $150KK to $1.5MM.

Example Cited From David Meerman Scott

Each of Those Examples… is representative of the third Great Era of the Web:

VALIDATION and INFLUENCE. The examples illustrate thought leadership and valuable content that is self propagating and link worthy. They embody in content what an Inbound Marketing strategy is built around…becoming a trusted source, worthy of being seekedout, followed (opting-in), and not wasteful of your time.

261% More.The Cost to Produce a Lead (Outbound vs. Inbound)

And It’s Transformative Because of Simple Math.

Traditional Outbound MarketingMedia Buying Drives Cost.

Inbound MarketingSelf Publishing Reduces Cost

The Budgets

2011 - AVG COST/LEAD: $373

2011 - AVG COST/LEAD: $143

Rise In Costs2010 to 2011

Outbound 12.4% vs. Inbound 6.7%

Source: Hubspot, The 2011 State of Inbound Marketing. March 2, 2011

Why is This Happening?

REASON #1 We Remain Human

REASON #2The Way Search Engines Work, Changed.

And It Is Still Changing…

2011RANKING

ALGORITHMf(n) =

Context + Authorityf(n) =

Context + Authority + Engagement Metrics

REASON #3 - Social Media Took Off(See Reason #1)

• Blogs• Micro Blogs• Online Chat• RSS• Widgets• Social Networks• Social Bookmarks• Message Boards• Podcasts• Video Sharing Sites• Photo Sharing Sites• Virtual Worlds• Wikis

(...just to name a few)

REASON #4 We Are Increasingly Finding Ways to Filter The Media We Choose to View

What is the Takeaway?

The old communication model was a MONOLOGUE

And it is Mostly Dying

The new communication model is a DIALOGUE

THE PHYSICS OF MEDIA HAVE CHANGED (forever)

Limited Distribution

Abundant Attention

Unlimited Distribution

Attention Scarcity(Audiences were Concentrated) (Audiences are Dispersed)

(Limited Channels) (Unlimited Channels)

New Physics Means New RulesOLD RULES:1. BUY your way in with Advertising.2. BEG your way in with PR.3. BUG your way in with Selling.

NEW RULES:4. EARN Attention by Publishing your way in.5. INFLUENCE People by “Word of Mouse”6. INSPIRE People with Thought Leadership

MAKE stuff people want.Be HELPFUL & GENEROUS.APPEAL to your community (use Keywords & Buyer Personas)GIVE great DIRECTIONS, links, landing pages, calls to action.LISTEN and EXPERIMENT, learn by doing, TEST and MEASURE

Become VALID – Build INFLUENCE

Check out David Meerman Scott for more on his Old Rules and New Rules:

It’s Totally Relevant, Too.

UNITED STATES OF AMERICA239,893,600 Internet Users as of June 2010. 77.3%

Source: ITU Feb. 2011

We’re Online in Massive Numbers

15.4 Billion searches were conducted by Americans in March 2011. Google averages over 10 Billion searches every month.

comScore March 2010 U.S. Search Engine Rankings

We Search

155 Million. The number of Facebook users in the USA.That’s HALF the population of the country.

Source: Internet World Stats, March 2011.

We Connect

140 Million. The average number of Tweets sent per day last month.177 Million. The number of Tweets on March 11, 2011.

Source: KISSmetrics Marketing Blog

We Share and Follow

Getting Started(Some Tips)

Rome wasn’t built in a day.E D U C AT E Y O U R S E L FM a k e a C O M M I T M E N T t o C h a n g e a n d T R A N S F O R M Yo u r M A R K E T I N G w i t h a P L A N a n d S t e a d y S T E P S .

#1 LEARN AS MUCH AS YOU CAN

Don’t Tru

st

That Guy

#2 NO ONE HAS A MAGIC SWITCH… DON’T THROW IT OVER THE WALL

#3 DON’T MISTAKE INBOUND MARKETING AS JUST SOCIAL MEDIA

Social Media is just a

piece of the pie.

INBO

UN

D M

ARKETIN

G

SEOCONTENT PUBLISHINGSOCIAL MEDIALEAD NURTURINGBLOGGINGBRAND CULTIVATIONTEST AND MEASUREMENTKEYWORD RESEARCHOPT-IN EMAIL MARKETING

#4 Combine Inbound Marketing Strategies with your Existing Marketing Platforms

Inbound Marketing Strategies can easily co-exist with traditional outbound strategies. This makes adoption and transitioning easy.

Most companies start to see significant improvements in about six months if they commit to a plan. You earn interest with valuable useable content, that can be found.

Getting Started (how to start)

The Inbound Marketing Process

Listen and Plan

Create and Optimize

Promote and Share

Convert and Nurture

Measure, Analyze, Improve

Research

PlanLISTEN

Listen and Plan

Create and Optimize

Promote and Share

Convert and Nurture

Measure, Analyze, Improve

Your Website is the Anchor Point

Listen and Plan

Create and Optimize

Promote and Share

Convert and Nurture

Measure, Analyze, Improve

If You Are Not Blogging… START

Listen and Plan

Create and Optimize

Promote and Share

Convert and Nurture

Measure, Analyze, Improve

Engage Social Media

Social Media LandscapePublish

Share

Discuss

Social Networks

Micro Blogs

Social Calendars

Live Streaming

Others

Listen and Plan

Create and Optimize

Promote and Share

Convert and Nurture

Measure, Analyze, Improve

Think Great Offers, Landing Pages, Forms, Calls to Action & Opt-In Email

Listen and Plan

Create and Optimize

Promote and Share

Convert and Nurture

Measure, Analyze, Improve

Keeping it all on Track: Lead Scoring, Nurturing, and CRM Integration

Listen and Plan

Create and Optimize

Promote and Share

Convert and Nurture

Measure, Analyze, Improve

Improve: Use Analytics

Screen Capture from Google Analytics

Listen and Plan

Create and Optimize

Promote and Share

Convert and Nurture

Measure, Analyze, Improve

Getting Started[ some help ]

INTELLECTUALPROPERTY

c. 2008

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INBOUND MARKETINGWe Provide Know-How.Guidance, Content and Strategies…

That will Transform your Marketing,Generate Leads, and Increase ROI.

mikeyears@ledgen30.com561-819-8179

Skype: mkyears