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An introduction to the concept behind inbound marketing and how it can help grow your business.
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Inbound Information Shift
THIS IS SUPER COOL
IT ’S NOT THE ONLY WAY
I ’M NOT SAYING IT ’S RIGHT FOR YOU
I ’M JUST SAYING IT ’S SUPER COOL
Disclaimer
INFORMATION SHIFT
BUYING CYCLE
INBOUND CONCEPT
REACH & RECYCLE CONCEPT
COLUMBIA’S SHIFT
Inbound Information Shift
I n f o r m a t i o n S h i f t
Shifting Effects
Once successful businesses are having trouble staying in business
Consumers are less loyal than everSeems like everyone wants something for
nothingPeople expect everything right now
What’s perpetuating this shift?
Dishonest marketing and business practices
1We are becoming desensitized to mass media and seeking a way to avoid it
Can smell a lie and don’t like to be sold to
The internet says, “you don’t have to listen if you don’t want to”
2The internet and technology back up our ignoring instincts
Internet makes it easy to find your own information prior to contacting sales and less painful during the sales process
A new generation of consumers with different decision making values
32008 economic downturn changed decision making for those nearing or in retirement
New generation of decision makers are different
Sales Paradigm Shift.
57%Of the sales process has already taken place before they contact you.
People contact sales 57% later in the buying process.
Your buyers are going to find information to form their buying
decision from somewhere.
Do you want them to hear it from you?
ORFrom your competition?
Awareness: customer identification of a need and the realization that your business can potentially fulfill it
Consideration: customer evaluation of how your offering meets this need, including the evaluation of offerings from other businesses
Preference/Intent: a customer’s logical and emotional inclination towards one solution or another, ultimately leading to a purchasing decision
Purchase/Repurchase: the action of ordering and buying from your business or the emotional and logical process that (hopefully) leads to a repeat purchase
3Preference/
Intent
2Consideratio
n
1Awareness
4Purchase/
Repurchase
Inbound Marketing Concept
It is not a tactic, channel or technology. It’s a way to approach your marketing to capitalize the way consumers make buying decisions today.
Inbound marketers understand that people value personalized, relevant content and connections.
It allows you to attract visitors, convert leads, close customers and delight them into promoting your business to others.
Inbound Outbound
Attract Interrupt
Inbound vs. Outbound
It’s like BNI: A Givers Gain Mentality
Inboundtells the truthIf your sales pitch came out of this guys mouth would you believe it?
Inboundshares what prospects need to know Don’t just present your side of the story, tell the whole story
Give viewers what they really need to make a decision
Transition from Sales Funnel to Hour GlassA cultural sales shift from hunting to farming.
Examples of Inbound Marketing
INBOUND MARKETING(AKA “free” traffic sources)
Did you just say FREE?
Inbound marketing is not free
Your time is valuableThese items take timeIf you’re not truly interested
in doing them yourself don’t, you can hire people to do these tasks for you
Although it’s NOT free it can be cost effective
Build an online bridge to your customers.
Reach & Recycle
Your Audienc
e
Closed Busines
sFacebook
Email Marketing
Blog & Website
Other possible digital components of your marketing bridge:Twitter, LinkedIn, Houzz, Google+, YouTube, Google AdWords
Don’t just build a bridge, cast a net.
Reach & Recycle
Your Audienc
e
Closed Busines
s WEBSITE
Blog
Email Marketing
40% of Businesses Surveyed Plan to Increase Spending on Online Marketing in the Next
Year
Mediums in Which Businesses Plan to Increase Spending
Columbia Area Businesses are Shifting
INFORMATION SHIFT
BUYING CYCLE
INBOUND CONCEPT
REACH & RECYCLE CONCEPT
COLUMBIA’S SHIFT
Inbound Information Shift
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