marketing technology and resources
DESCRIPTION
Presentation on marketing technology and resources to help businesses generate leads, nurture those leads into customers. Inbound marketing: content marketing, search engine marketing, social media marketing, lead conversion. (Originally presented February 2011)TRANSCRIPT
Marketing Technology
Mark Mathson, Inbound Marketing Strategist
Ideas are the great warriors of the world. - James A. Garfield
Business Idea
The Action
(photo: Horia Varlan)
Agenda
• Elements of Outbound & Inbound Marketing
• Rethinking Marketing• Inbound Marketing Introduction• Inbound Marketing Methodology• Break• Marketing Technology & Resources• 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)
Rethink Marketing
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
Overlap of Traditional and New Media
Marketing
The Overlap: Inbound & Outbound
Inbound Marketing Introduction
Inbound Marketing Methodology
Content
Social Medi
aSEO
The Process
Create
Optimize
PromoteConvert
Analyze
Get FoundInbound Marketing
Get Found: Content Marketing
(photo: Anthony Giorgio)
Get Found: Search Engine
Marketing
Get Found: Social Media Marketing
ConvertInbound Marketing
Convert: Lead Conversion
Convert: Sales Process Basics
Source: Kurlan & Associates
AnalyzeInbound Marketing
Analyze: Measure Results
ROI: Focus on what works
Marketing Technology
Content Management System
Content Marketing Resources
Content Marketing: Compelling Offers
Solution WIIFMCompelling
Offer
Content Marketing: The Offers
Search Engine Marketing Resources
SEM: Analytics
Leads
Customers
Traffic
Social Media Marketing Resources
Social Media Management
15 Minutes
Morning(5
Minutes)
Mid-Day(5
Minutes)Afternoon
(5 Minutes)
Social Media Management Toolbox
Social Media Monitoring
Products
Industry
Brand
Social Media Monitoring Toolbox
Lead Conversion Resources
Leads: Email Marketing
Lead
Nurture
Customer
Leads: Look at Databases
(photo: HikingArtist.com)
Leads: Sales Process
http://bit.ly/baseline-selling-a
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