Intro to Inbound

Marketing

Mark Mathson, Inbound Marketing Strategist

Agenda

• Elements of Outbound & Inbound Marketing• The Shift• Inbound Marketing Process• Long Term Strategy Plan

Elements of Outbound Marketing

Outbound Marketing• Direct mail• Telemarketing• Print Ads• Trade shows• TV / Radio Ads

(photo: Jan Hilado)

Elements of Inbound Marketing

Inbound Marketing• Content Marketing

oBloggingo eBooks

• Search Engine Marketing• Social Media

(photo: Oguraclutch)

Overlap of Traditional and New Media

Marketing

The Overlap: Inbound & Outbound

(photo: The Ace Group)

The Overlap: Inbound & Outbound

The Shift

World Population Online• 2 Billion Global Internet Users• 28% of Global World Population

• Shop• Research• Buy

The Shift

(photo: buzzbo)

(photo: KyleWiTh)

Cost Per Lead

Source: 2011 State of Inbound Marketing

Shift in Budgets

• 2011 budget survey• Interests:

o Lead Qualityo Search Engine Marketing

Source: Survey Release

Inbound Marketing Methodology

Inbound Marketing Methodology

Content

Social

Media

SEO

The Process

Create

Optimize

Promote

Convert

Analyze

CreateInbound Marketing Process

Content Marketing

(photo: Anthony Giorgio)

OptimizeInbound Marketing Process

Search Engine Marketing

PromoteInbound Marketing Process

Social Media Marketing

Social Media Management

15 Minutes

Morning(5 Minutes)

Mid-Day(5 Minutes)Afternoon

(5 Minutes)

Social Media Management Toolbox

ConvertInbound Marketing Process

Lead Conversion

AnalyzeInbound Marketing Process

ROI: Focus on what works

Long Term Strategy Plan

Ten Step Inbound Marketing Pathway Plan

Strategic Process

1. Align Goals

2. Website Objectives 3. Metrics 4. Goals

5. Personas

6. Competitio

n7. Tactics 8.

Milestones

9. Launch10.

Measure & Shift

Inbound Marketing Components

Content

Social Medi

aSEO

Q&AMark Mathson, Inbound Marketing

Strategist

http://markmathson.com/@MarkMathson