Introduction to Inbound Marketing

Sean Zinsmeister

Title: Marketing Associate

Company: Rentcycle

Twitter: @SZinsmeister

About

“It’s just Marketing…”

--David Meerman Scott

Value of Inbound Marketing

Inbound marketing pulls buyers into your business

What is Outbound Marketing?

Where Outbound Lives

Where MORE people live

800-555-1234AnnoyingSalesperson

Solution: Inbound Marketing

Content SEO Social Media

Good News About Inbound Marketing

Budget (Outbound) Brains (Inbound)

Flickr: Andrew Magill

Flickr: Joakim Jardenberg

More Good News: Lower Cost Per Lead

Source: survey of hundreds of businesses: HubSpot.com/ROI

Success Drives Investment in Inbound

Source: Survey of hundreds of businesses from HubSpot.com/ROI

Why Businesses Are Changing Marketing Budgets

4 Steps to Successful Inbound Marketing

1. Create

2. Optimize

3. Promote

4. Convert & Analyze

Step 1: Create Content

1. Create

2. Optimize

3. Promote

4. Convert & Analyze

Inbound Marketers are Publishers

Stop thinking like amarketer or advertiser.

Start thinking like apublisher and socializer.

Traditional Marketing Funnel

Flip the Funnel

• Over 33% of Brand Advocates are rating and reviewing products or writing testimonials

• Over 60% of Brand Advocates are answering prospects’ questions

• About 30% are sharing promotional offers with their social networks

Publish Everything, Everywhere

Blogging: A Great Way to Get Started

Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

Step 2: Optimize

1. Create

2. Optimize

3. Promote

4. Convert & Analyze

Google is Judge, Jury & Executioner

HubSpot.com/cartoons

SEO = Context + Authority

Ranking Algorithm:f(n): Context + Authority

25% On-Page SEO (Context)

1. Page Title

2. Clean URL

3. Headers & Content

4. Description

75% Off-Page SEO (Authority)

Authority is Determined by Inbound Links

Link Building Strategy

More and Better Content Links

Source: Data from selected websites using www.WebsiteGrader.com

Step 3: Promote

1. Create

2. Optimize

3. Promote

4. Convert & Analyze

Remember: It’s Not About You, EVER!

HubSpot.com/cartoons

Humanize

Target Your Content

Target content to your marketing

personas.

Create an Engaging Presence

Utilize New Marketing Channels

Remarkable Content

Hub and Spoke

Hub and Spoke

Make Sharing Easy

Social Media Promotion Generates Leads & Sales

Source: survey of hundreds of businesses: HubSpot.com/ROI

Step 4: Convert

1. Create

2. Optimize

3. Promote

4. Convert & Analyze

Put Calls to Action on All Your Content

Track Your Conversion Rate & Analytics

Analyze Your Marketing

Listen, Listen, Listen

Observation Marketing

Death of The Resume

Personal Branding

Inbound Marketing Summary

Convert & Analyze

Poke the Box

Introduction to Inbound Marketing

Sean Zinsmeister

Title: Marketing Associate

Company: Rentcycle

Twitter: @SZinsmeister