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Presented on November 10th, 2012 at the Babson Entrepreneurial Forum (http://babsonforum.com/2012/). Inspired by Mark Kilens, Inbound 2012 presenter:(http://www.inboundconference.com/agenda/schedule-tuesday/How-to-Become-an-Inbound-Marketing-Ninja-in-5-Easy-Steps).
Citation preview
How to Become a Marketing Ninja !
in 3 Easy Steps
INBOUND
( (n)
#inbound12
Amanda Iglesias!
@amandalucia
B
Once upon a time...
...all markets were conversations.
As society evolved...
#inbound12
...something became very apparent.
It’s hard to mimic face to face interaction....
really >
...on the Internet.
88% of US internet users ages 14+ will browse or research products online in 2012. US Digital Media Usage report, eMarketer
Websites are transforming into
revenue generating
assets.
Marketing isn’t arts & crafts.
Visitors
(
Customers >
Seems easy!
How?!
Attract the right people.
U s
Attract the right people. Have the right conversations.
G S
U s
Attract the right people. Have the right conversations. Focus on the right metrics.
G S
U s
Z Y
U s Attract
#inbound12
Web content is key.
Web content is key.
Blog
A blog is a blog is a blog. !
!Not Really.!
Blog content helps you pull" the right people in.
1M unique visits!100K subscribers!
>
A blog should contain your most valuable asset:
your knowledge.
#inbound12
Use it to educate your prospects.
Web content is key.
Blog Social Media
content!
96% of marketers use social media to drive traffic to content, up from 88% in 2011 The Outrain Blog - The State of Content Marketing, 2012
Don’t just
"push!your content....
Share and promote other content!
50% 3rd party
( > )
50% yours
Don’t shut yourself off from existing conversations! >
Don’t be afraid to experiment !with different channels!
TO DO:
1)
2)
3)
Blog 2x a week
TO DO:
1)
2)
3)
Blog 2x a week
One topic per article
TO DO:
1)
2)
3)
Blog 2x a week
One topic per article
Use long-tail keywords
G S Convert
Research!What do I need and
why do I need it?
Research!What do I need and
why do I need it?
Whitepapers Checklists eBooks Guides
Evaluation!What’s right for me?
Evaluation!What’s right for me?
Kits Webinars
Buying Guides Case Studies
Purchase!How do I make the right
investment?
Purchase!How do I make the right
investment?
Demos Consultations Trials Talk to sales
> Create a path down the funnel.
Call-to-action Button
| >
Landing Page
Thank You Page | > | >
TO DO:
1)
2)
3)
Perform research
TO DO:
1)
2)
3)
Perform research
Establish buying criteria
TO DO:
1)
2)
3)
Perform research
Establish buying criteria
Evaluate vendors (
Z Y Analyze
Data is the path to more visitors, leads,
and customers.
What to analyze?
Blog
Visits Subscribers Leads Social shares Inbound links
>
What to analyze?
Blog Social Media
Followers >
Clicks"Retweets Likes Visits Leads
What to analyze?
Blog Social Media Conversion Rates
| > | >
Clickthrough Rate >
| > | >
Visit-to-lead rate
What to analyze?
Blog Social Media Conversion Rates Visitors Leads Customers
Visit ( >
Lead | >
Customer $
You’re not going to get it right the first time.
The fun is in figuring it out!
TO DO:
1)
2)
3)
Look at the right data
TO DO:
1)
2)
3)
Look at the right data
Recalibrate your efforts
TO DO:
1)
2)
3)
Look at the right data
Recalibrate your efforts
Try again (and again). (
U s
U s G S
U s Z Y
G S
#inbound12
Amanda Iglesias!@amandalucia
B
Learn more at: www.hubspot.com/marketing-resources
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