Inbound marketing university

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Inbound Marketing University's training program prepares you for the Inbound Marketing Certification Exam. The program includes 16 one-hour classes that walk you through each step of inbound marketing. Feel free to complete the classes at your own pace.


<ul><li> 1. Introduction to Inbound MarketingJeetrainer CEO Twitter: @jeetrainers This course is courtesy of </li></ul> <p> 2. Value of Inbound Marketing Inbound marketing pulls buyers into your business 3. What is Outbound Marketing? 4. What is Outbound Marketing? Outbound Marketing (or traditional marketing) is thestrategy of pushing your message onto your audienceusing techniques like telemarketing (cold calling), tradeshows, direct mail, email blasts, print ads and TV/radioads 5. Problem: Outbound Marketing Isnt Working800-555- 1234 Annoying Salesperson 6. Problem: Outbound Marketing Isnt Working Outbound marketing strategies are becoming lesseffective 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 7. Solution: Inbound MarketingContentSEOSocial Media 8. Solution: Inbound Marketing Inbound Marketing (or modern marketing) is marketingusing techniques focused on getting found by prospects;inbound marketing is a more efficient and cost-effectiveway to do marketing. Pull in customers to your businessby creating content, optimizing that content for searchengines and promoting and sharing that content in socialmedia A helpful overview of inbound marketing can be found at 9. Good News About Inbound MarketingBudget (Outbound) Brains (Inbound) Flickr: Joakim Jardenberg Flickr: Andrew Magill 10. Good News About Inbound Marketing 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. 11. More Good News: Lower Cost Per Lead Source: survey of hundreds of businesses: marketing-focused companies have a 60% lower cost-per-lead than outbound marketing-focused companies. 12. Success Drives Investment in InboundWhy Businesses Are Changing Marketing Budgets Source: Survey of hundreds of businesses from 13. Key Questions to Get Started When getting started in inbound marketing, make sure you ask your team these questions:1. Am I regularly creating new, share-worthy content? 2. Am I optimizing my content for search and social media? 3. Am I promoting my content in social media conversations? 4. Am I converting as many visitors into leads and sales as I can? 14. 4 Steps to Successful Inbound Marketing 1. Create 2. Optimize 3. Promote 4. Convert &amp; Analyze 15. Step 1: Create Content 1. Create 2. Optimize 3. Promote 4. Convert &amp; Analyze 16. Inbound Marketers are PublishersStop thinking like amarketer or advertiser.Start thinking like apublisher and socializer. 17. Publish Everything, Everywhere Publish ALL of your content. This can be in the form of a blog, podcast, videos, photos, presentations, eBooks or news releases. 18. Blogging: A Great Way to Get StartedSource: Data from over 1,500 small businesses - 19. What Gets Shared?Rarely FrequentlySharedShared Product info New market data Software documentation Educational content Content about YOU Content about your industry 20. What Gets Shared? Publish content that has the greatest chance of beingshared 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 21. Step 2: Optimize 1. Create 2. Optimize 3. Promote 4. Convert &amp; Analyze 22. Google is Judge, Jury &amp; Executioner 23. Google is Judge, Jury &amp; Executioner Google decides whether your content will rank well insearch engines. Remarkable, search engine optimized content gives yourcontent its best chance of ranking well in Google. 24. SEO = Context + AuthorityRanking Algorithm:f(n): Context + Authority 25. SEO = Context + Authority Ranking Algorithm:f(n): Context + AuthorityThe two key elements in determining whether your content will rank well inGoogle are context and authority. Context = on-page SEOAuthority = off-page SEO 26. 25% On-Page SEO (Context) 1. Page Title 2. Clean URL 3. Headers &amp; Content 4. Description 27. 25% On-Page SEO (Context) There are four main components of on-page SEO, oroptimizing the content of your web page for searchengines. Make sure to use your best keywords within those fourlocations. However, Google bases only 25% of your contentsranking on on-page SEO 28. 75% Off-Page SEO (Authority) Authority is Determined by Inbound Links 29. 75% Off-Page SEO (Authority) Google bases 75% of your contents ranking on off-pageSEO 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: 1. I know Jane Doe. (Good) 2. Jane Dow is a marketing expert. (Better) 3. You trust the person saying this. (Best) Links Are Online Recommendations 1. A link: (Good) 2. Anchor Text: Inbound Marketing University (Better) 3. Link is from a trusted website (Best) 30. More and Better Content more Links Source: Data from selected websites using 31. Step 3: Promote1. Create2. Optimize3. Promote4. Convert &amp; Analyze 32. Remember: Its Not About You, EVER! 33. Remember: Its Not About You, EVER! There is a fine line between self-adulation (the promotionof accomplishments) and self-promotion (the promotionof ideas). Nathan Hangen of Copyblogger Focus on the latter, not the former People want to consume helpful content, notinformation about you. 34. Target Your Content Target content toyour marketingpersonas. 35. Target Your Content Think about your target audience(s) for yourproducts/services. Create and define personas for each (there may be morethan 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? 36. Create an Engaging Presence 37. Create an Engaging Presence A few examples of places to engage in social media arethe comments section of a blog post, a Facebook FanPage 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.) 38. Promote Content via Social Media RemarkableContent 39. Make Sharing Easy 40. Sharing Share links to your content on social media sites andthroughout appropriate online social networks. Sharing content regularly will also help build yournetwork on those channels. Include share buttons on your blog posts and othercontent. 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 41. Social Media Promotion Generates Leads &amp; Sales Source: survey of hundreds of businesses: 42. Social Media Promotion Generates Leads &amp; Sales Companies that actively use a social media channel areacquiring 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. 43. Step 4: Convert1. Create2. Optimize3. Promote4. Convert &amp; Analyze 44. Put Calls to Action on All Your Content 45. Put Calls to Action on All Your Content 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 lead. Calls to action are critical to lead generation. 46. Use Landing Pages with Forms 47. Use Landing Pages with FormsWhen someone clicks on a call to action, itshould bring them to a landing page with a form. Landing pages with forms covert website visitorsinto leads that a sales team can follow up with. 48. Track Your Conversion Rate &amp; Analytics 49. Track Your Conversion Rate &amp; Analytics Be sure to measure your different landing pages andtheir rates of conversion. Conversion is the percentage of visitors who converted into leads. Keep track of your conversion rates &amp; analytics to determine which calls to action are working. 50. Analyze Your Marketing 51. Analyze Your Marketing Marketing analytics are an important part of yourinbound marketing programs. Track the sources of your traffic to understand which channels send the best traffic and leads. Monitor these analytics daily and evaluate which techniques are working and which arent. Use this data to modify your inbound marketing campaigns to do more of what works and less of what doesnt. 52. Inbound Marketing SummaryConvert&amp; Analyze 53. Get Certified in Inbound Marketing Watch free, online webinarclasses taught by expert marketingprofessors Learn about topics including socialmedia, SEO, blogging, publicrelations, lead generation,marketing analytics, etc. Get certified in inbound marketing! Enroll in IMU at </p>