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A quick introduction to inbound marketing. The presentation introduces the concept of inbound marketing, gives an example of an inbound lead that ends up buying, and drills into key inbound tactics -- blogging, social media, landing pages, calls-to-action and lead nurturing.
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How to get started with inbound marketing.
Rick Burnes (@rickburnes)
1 What is inbound marketing?
2 Example: How inbound marketing works.
3 Inbound marketing tactics (attract, convert, close)
4 Q&A
1 What is inbound marketing?
The old marketing
86% skip TV ads
91% unsubscribefrom email
200Mon the
Do Not Call list
44% of direct mail is never opened
BROKEN.playbook is
Because the customer is in control.
Cold Calling Print Advertising
Cold Emails (SPAM)Interruption
SEOBloggingSocial MediaAttraction
INBOUNDTRADITIONAL
vs.
Build Marketing Magnets
Blogs Interactive
Tools
Photos &Infographic
s
Videos &Podcasts
Presentations& eBooks
Inbound is good karma.
And it’s cheaper.
Quality content is an annuity.Blog Paid
Month 1 • 12 Blog Posts @ $100/post = $1200• 500 views/postTotal Views: 6,000Total Budget: $1200
• $.20 Cost per clickTotal Views: 6,000Total Budget: $1200
Month 2 • 12 Blog Posts @ $100/post = $1200• 500 views/post new posts• 200 views/post on 12 old postsTotal Views: 8,400Total Budget: $1200
• 12 Blog Posts @ $100/post = $1200• 500 views/postTotal Views: 6,000Total Budget: $1200
Month 3 • 12 Blog Posts @ $100/post = $1200• 500 views/post new posts• 200 views/post on 24 old postsTotal Views: 10,600Total Budget: $1200
• 12 Blog Posts @ $100/post = $1200• 500 views/postTotal Views: 6,000Total Budget: $1200
Quality content is an annuity.Blog Paid
Month 1 • 12 Blog Posts @ $100/post = $1200• 500 views/postTotal Views: 6,000Total Budget: $1200
• $.20 Cost per clickTotal Views: 6,000Total Budget: $1200
Month 2 • 12 Blog Posts @ $100/post = $1200• 500 views/post new posts• 200 views/post on 12 old postsTotal Views: 8,400Total Budget: $1200
• $.20 Cost per clickTotal Views: 6,000Total Budget: $1200
Month 3 • 12 Blog Posts @ $100/post = $1200• 500 views/post new posts• 200 views/post on 24 old postsTotal Views: 10,600Total Budget: $1200
• $.20 Cost per clickTotal Views: 6,000Total Budget: $1200
Total 25,000 views 18,000 views
2 An Inbound Marketing Example
Paulo is in the market for metal stamps. He’s curious about pricing.
He finds a helpful article from the Kenmode company.
He reads the article, then clicks on the call to action at the end.
He submits his contact info so he can download the eBook.
A few days later he comes back and spends 30 minutes on the site learning about metal stamping and Kenmode’s products.
Paulo Turner
Kenmode collects Paulo’s information in its marketing contact database, and uses it to personalize their:• Website• Email to Paulo• Social media
monitoring• Sales outreach
While Paulo’s still on the site, Laura, Kenmode’s sales rep, reaches out to him with a phone call. Paulo
signs a contract with Laura a few days later.
Buy Lists
Email Them
Buy More Lists
25% Unsubscribe
Email Them
3 How to get started with Inbound Marketing
Start with your buyer persona.Who are you trying to attract?
Tips for your buyer persona1. Formalize your persona
profile in internal documents
2. Follow your customers home
3. Collect assets and documents they use
4. Conduct win/loss interviews
5. Conduct user testing6. Keep updating the profile
Where is your problem?
Where is your problem?
1000 200 2020% 10%
Where is your problem?
1000 200 2020% 10%
Build Traffic With Content
Web pages are lottery tickets.
To print tickets, write blog posts.
Publish your blog in HubSpot.
189% increase in traffic. 700% increase in search traffic. 13x increase in traffic.
“This won’t work in my industry!”
Masonry Products• How to build an outdoor fireplace on a budget.• Planning an outdoor fireplace. Five common mistakes to avoid.
Fuel Additives• Diesel Truck Performance: Conventional Wisdom Examined• Engine Oil Treatment What One Can and Cannot Do
Financial Services• Single Euro Payments Area: What You Need to Know• Legal Remedies for Oppressed Shareholders
“I don’t have anything to write about!”
Bottom line: Blog about the questions your prospects ask.
Five Quick Blogging Tips1. Commit to 2 or 3 posts/week.2. Put it on your company domain (e.g.,
hubspot.com).3. Allow readers to subscribe via email.4. Constantly experiment and measure content.5. Be patient. It will take at least three months to get
traction.
How can you build traffic with social media?
Listen and share.
Monitor social media in HubSpot.
Five Quick Social Media Tips1. Automatically publish your blog posts to your social
channels.2. Monitor the keywords that your prospects are searching for. 3. Your audience will vary by channel; use different channels
differently.4. Focus on building your reach; make it easy for people to
follow you.5. Become an expert headline writer.
Optimize your website.
Are your pages using the right keywords?
Is it easy to share your content?
Is it accessible on mobile devices?
Use Marketing Grader for Tips
Free assessment tool at: marketing.grader.com
Where is your problem?
10,000 100 201% 10%
Where is your problem?
10,000 100 201% 10%
How do you generate leads?
Experiment With Different Offers
Create a Give-Get With Landing Pages
Mo Landing Pages, Mo Leads
Build Landing Pages in HubSpot
Test Variants of Landing Pages & CTAs
Where is your problem?
10,000 2,000 2020% 1%
Where is your problem?
10,000 2,000 2020% 1%
Inbound sales is like sales at
(It’s driven by context.)
My wife’s Amazon My Amazon
Personalize & Automate Email
Personalize Your Website
Track prospects’ social activity.
Use the activity to drive sales.Paulo Turner
No Context Context
4 Final Thought
There’s a ton here. How can any normal person be expected to master it?
Questions?
Check my Twitter feed for the slides: @rickburnesFree tools to help with inbound marketing and sales:
marketing.grader.com www.getsignals.com