five principles of inbound markeing, and four simple strategies for teaching it
DESCRIPTION
Inbound Marketing 101 presentation that covers the five basic principles of Inbound Marketing strategy, plus four simple strategies for teaching it to students.TRANSCRIPT
Four Simple Strategies for Teaching It&
Five Principles of Inbound Marketing
Saturday, February 13, 2010
What is Inbound Marketing?
•New term, refers to tactics that allow customers to find your company online.
•Mostly pushed by select companies
•Umbrella for existing tactics - primarily SEO & Social Media
Saturday, February 13, 2010
Case Study:
•Founded in 2006 by Dharmesh Shah & Brian Halligan•VC funded•Sell web based software for inbound marketing
About:
Saturday, February 13, 2010
Case Study:
•Secured millions in extra VC funding•Created market demand for “inbound marketing” (while flooding search markets with content for that term)•Created popular YouTube videos (250k views)•Top ranked marketing blog (#28 on AdAge’s Power 150 list)•Popular employee Twitter accounts
Using SEO & Social Media:
Saturday, February 13, 2010
Case Study:
•Sponsored Inbound Marketing Summit
•Created Inbound Marketing University
•Published the Inbound Marketing book
“Inbound Marketing” Promotion:Google demand for “inbound marketing”
HubSpot Growth 2006-2009
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Five Principles of Inbound Marketing
1. Listen & learn
2. Create exceptional content
3. Use the right online marketing mix
4. Engage with your customers
5. Analyze & measure
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Listen & Learn
•Most important•Know your customers & industry•Google Tools
• Google Reader• Google Alerts
•Social Searches• SocialMention.com• Search.Twitter.com
•RSS Feeds
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Text based•Blog posts•Articles•White papers•Status updates•Websites
Create Exceptional Content
Rich media•Videos•Podcasts / audio•Photos•Games
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Use the Right Online Marketing Mix
SEO• Optimizing for search traffic• Search still best place for
qualified traffic• Time intensive
Social Media• Engaging with people• Creating content• Can be good traffic source• Branding benefits• Time intensive
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Use the Right Online Marketing MixSEO
Analysis & Measurement•Google analytics•Keyword rankings (becoming less important)•Conversions
Off site optimization•Inbound links
On site optimization•Keyword usage•Clean code•Site usability / behavioral stats•Internal linking•Fresh content•Title tags
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Use the Right Online Marketing MixSocial Media
Analysis & Measurement•Brand mentions•Engagement•Google analytics•Conversions•Brand perception
Community Participation•Twitter•Facebook•LinkedIn•Forums•Commenting•Social conversation•Offline engagement
Creating & Share Content•Text content•Rich media
Intelligent Listening•Social searches•Prompt responses
Be Human.
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Engage With Your Customers
Engagement Tactics•Commenting on blogs•Status updates•Searching & responding•Create useful content that drives dialogue•Conversations on social networks•Promoting others as much as possible
Benefits•Builds long term community•Cuts customer service costs•Lead generation•Branding•Website traffic•Customer loyalty
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Analyze & MeasureGoogle Analytics
•Traffic•Referrals•Conversions•Page views•Time on site
Engagement•Postrank.com•Comments•Social sharing•Referrals from SM sites
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Teaching Inbound Marketing1. Encourage blogging•Wordpress.com (.org for advanced users)•Google Analytics
2. Encourage community participation•Read & subscribe to blogs•Comment•Use twitter
3. Encourage backchannel discussion•Twitter #hashtag for class related discussions•Use blog for assignments & topic discussion•Post slide decks to slideshare.net
4. Use collaboration tools for group projects•Google Wave •Google Docs•mindmeister.com
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Thanks!
• Web: www.leveltendesign.com/blog
• Twitter: @LevelTen_Colin
• E-mail: [email protected]
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Photo Credits• http://www.flickr.com/photos/pittaya/2349633400/
• http://www.flickr.com/photos/bensutherland/2273567157/
• http://www.flickr.com/photos/trazomfreak/2588385775/
• http://www.flickr.com/photos/cambodia4kidsorg/4291948239/
• http://www.flickr.com/photos/mwichary/3408590650/
Saturday, February 13, 2010