Inbound Marketing University: Intro to Inbound Marketing
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Inbound Marketing University
Introduction to Inbound MarketingBanyapon PoolsawasSr. Search Engine SpecialistAdways Labs Thailand Co., Ltd.Twitter: @daydev
Value of Inbound MarketingInbound marketing pulls buyers into your business
What is Outbound Marketing?
Problem: Outbound Marketing Isnt Working
Solution: Inbound Marketing
Good News About Inbound MarketingBudget (Outbound)Brains (Inbound)Flickr: Andrew MagillFlickr: Joakim Jardenberg
More Good News: Lower Cost Per LeadSource: survey of hundreds of businesses: HubSpot.com/ROI
Success Drives Investment in InboundSource: Survey of hundreds of businesses from HubSpot.com/ROIWhy Businesses Are Changing Marketing Budgets
Key Questions to Get StartedAm I regularly creating new, share-worthy content?
Am I optimizing my content for search and social media?
Am I promoting my content in social media conversations?
Am I converting as many visitors into leads and sales as I can?
4 Steps to Successful Inbound MarketingCreate
Convert & Analyze
Step 1: Create ContentCreate
Convert & Analyze
Inbound Marketers are PublishersStop thinking like amarketer or advertiser.Start thinking like apublisher and socializer.
Publish Everything, Everywhere
Blogging: A Great Way to Get StartedSource: Data from over 1,500 small businesses - http://hub.tm/BlogROI
What Gets Shared?Rarely SharedFrequentlyShared Product info Software documentation Content about YOU New market data Educational content Content about your industry
Step 2: OptimizeCreate
Convert & Analyze
Google is Judge, Jury & ExecutionerHubSpot.com/cartoons
SEO = Context + AuthorityRanking Algorithm: f(n): Context + Authority
25% On-Page SEO (Context) Page Title
Headers & Content
75% Off-Page SEO (Authority)Authority is Determined by Inbound Links
More and Better Content LinksSource: Data from selected websites using www.WebsiteGrader.com
Step 3: PromoteCreate
Convert & Analyze
Remember: Its Not About You, EVER!HubSpot.com/cartoons
Target Your Content Target content to your marketing personas.
Create an Engaging Presence
Promote Content via Social Media Remarkable Content
Make Sharing Easy
Social Media Promotion Generates Leads & SalesSource: survey of hundreds of businesses: HubSpot.com/ROI
Step 4: ConvertCreate
Convert & Analyze
Put Calls to Action on All Your Content
Use Landing Pages with Forms
Track Your Conversion Rate & Analytics
Analyze Your Marketing
Inbound Marketing SummaryConvert & Analyze
Get Certified in Inbound MarketingWatch free, online webinar classes taught by expert marketing professors Learn about topics including social media, SEO, blogging, public relations, lead generation, marketing analytics, etc.Get certified in inbound marketing!
Enroll in IMU at http://inboundmarketing.com.
Fill in your name, title, company and Twitter handle (and/or other useful information) Insert your photo*In this presentation, attendees will learn the basics of inbound marketing and how it can be used to build a business.
Describe your marketing background. Through Inbound Marketing University (IMU), you have become an Inbound Marketing Certified Professional, which acknowledges your proficiency in blogging, social media, search engine optimization (SEO), lead conversion, lead nurturing and closed-loop analysis.
This content is part of the Inbound Marketing University.
*Outbound Marketing (or traditional marketing) is the strategy of pushing your message onto your audience using techniques like telemarketing (cold calling), trade shows, direct mail, email blasts, print ads and TV/radio ads.*Outbound marketing strategies are becoming less effective in todays world. We now have devices (e.g. spam blockers, TiVo/DVRs, caller ID, etc.) that allow us to block out the messages being pushed onto us People are doing their own research to figure out which products and services they want to buy*Inbound Marketing (or modern marketing) is marketing using techniques focused on getting found by prospects; inbound marketing is a more efficient and cost-effective way to do marketing. Pull in customers to your business by creating content, optimizing that content for search engines and promoting and sharing that content in social media
A helpful overview of inbound marketing can be found at http://blog.hubspot.com/blog/tabid/6307/bid/4416/Inbound-Marketing-the-Next-Phase-of-Marketing-on-the-Web.aspx *Outbound marketing depends on the size of your wallet; inbound marketing depends on the size of your brain!
You can only do outbound marketing if you have a lot of money. If you have a lot of brains (intelligence), do inbound marketing.*Inbound marketing-focused companies have a 60% lower cost-per-lead than outbound marketing-focused companies.*Image: 92% of businesses who are lowering their 2010 budget say the cause is the economy. 58% of businesses who are increasing their 2010 budget say the cause is their success and business growth from inbound marketing.
Companies who are using inbound marketing are producing results that earn increased budgets (in a difficult economy!)*When getting started in inbound marketing, make sure you ask your team these questions. *Develop a content mindset and culture at your company.
Instead of thinking you need to put information in your audiences lap, create interesting information that draws your audience in!
*Publish ALL of your content. This can be in the form of a blog, podcast, videos, photos, presentations, eBooks or news releases.*Research shows that companies that blog attract 55% more web site visitors than companies that dont blog.*Publish content that has the greatest chance of being shared by others.
Types of content that rarely gets shared: Product info Software documentation Content that is all about you
Types of content that frequently gets shared: New market data (market/industry research/reports/studies) Educational content; Top-notch blog articles Content about your industry **Google decides whether your content will rank well in search engines.
Remarkable, search engine optimized content gives your content its best chance of ranking well in Google.*The two key elements in determining whether your content will rank well in Google are context and authority.
Context = on-page SEOAuthority = off-page SEO*Image: There are four main components of on-page SEO, or optimizing the content of your web page for search engines. Make sure to use your best keywords within those four locations.
However, Google bases only 25% of your contents ranking on on-page SEO*Google bases 75% of your contents ranking on off-page SEO
Your contents authority is determined by the quality and quantity of the inbound links pointing to your content. Inbound links = links to your content from another website
Recommendations from Friends:I know Jane Doe. (Good)Jane Dow is a marketing expert. (Better)You trust the person saying this. (Best)
Links Are Online RecommendationsA link: www.inboundmarketing.com (Good)Anchor Text: Inbound Marketing University (Better)Link is from a trusted website (Best)
*Image: The above scatter plot shows a correlation between a websites number of indexed pages and inbound links. Websites with more indexed pages tend to get more inbound links.
The more content you create and the more remarkable it is, the more inbound links youll get. **There is a fine line between self-adulation (the promotion of accomplishments) and self-promotion (the promotion of ideas). Nathan Hangen of Copyblogger
Focus on the latter, not the former People want to consume helpful content, not information about you.
* Think about your target audience(s) for your products/services. Create and define personas for each (there may be more than one). Always think of your personas when creating content. Ask yourself: Would this piece of content appeal/be helpful to one or all of my personas?*Image: A few examples of places to engage in social media are the comments section of a blog post, a Facebook Fan Page or a Twitter account. Social media involvement is a two-way street Create an engaging presence by encouraging discussions and sharing engaging and thought-provoking content (e.g. online events, videos, Facebook discussions blog articles, etc.)* Share links to your content on social media sites and throughout appropriate online social networks. Sharing content regularly will also help build your network on those channels.*Image: Include share buttons on your blog posts and other content. Promoting content yourself is important, but help others spread and share your content by making it easy for them to do so Include share buttons on all of your content Provoke brand evangelism *Image: Companies that actively use a social media channel are acquiring customers from that channel.
For example: 46% of companies who actively publish a company blog have acquired a customer from that blog.
Social media engagements = ROI Companies are acquiring customers as a result of their involvement in social media channels.**Image: Include a call to action on the bottom of your blog posts.
Calls to action are offers that prompt people to fill out a form on a landing page, which converts a visitor into a le