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Introduction to Inbound Marketing Lakeita Greene Owner Dots & Data Twitter: @dots_data

Inbound marketing university-intro-to-inbound-marketing_dd

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Page 1: Inbound marketing university-intro-to-inbound-marketing_dd

Introduction to Inbound Marketing

Lakeita Greene

Owner

Dots & Data

Twitter: @dots_data

Page 2: Inbound marketing university-intro-to-inbound-marketing_dd

Value of Inbound Marketing

Inbound marketing pulls buyers into your business

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What is Outbound Marketing?

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Problem: Outbound Marketing Isn’t Working

800-555-1234AnnoyingSalesperson

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Solution: Inbound Marketing

Content SEO Social Media

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Good News About Inbound Marketing

Budget (Outbound) Brains (Inbound)

Flickr: Andrew Magill

Flickr: Joakim Jardenberg

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More Good News: Lower Cost Per Lead

Source: survey of hundreds of businesses: HubSpot.com/ROI

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Success Drives Investment in Inbound

Source: Survey of hundreds of businesses from HubSpot.com/ROI

Why Businesses Are Changing Marketing Budgets

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Key Questions to Get Started

1. Am I regularly creating new, share-worthy content?

2. Am I optimizing my content for search and social media?

3. Am I promoting my content in social media conversations?

4. Am I converting as many visitors into leads and sales as I can?

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4 Steps to Successful Inbound Marketing

1. Create

2. Optimize

3. Promote

4. Convert & Analyze

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Step 1: Create Content

1. Create

2. Optimize

3. Promote

4. Convert & Analyze

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Inbound Marketers are Publishers

Stop thinking like amarketer or advertiser.

Start thinking like apublisher and socializer.

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Publish Everything, Everywhere

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Blogging: A Great Way to Get Started

Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

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What Gets Shared?

Rarely Shared

FrequentlyShared

• Product info• Software documentation• Content about YOU

• New market data• Educational content• Content about your industry

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Step 2: Optimize

1. Create

1. Optimize

2. Promote

3. Convert & Analyze

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Google is Judge, Jury & Executioner

HubSpot.com/cartoons

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SEO = Context + Authority

Ranking Algorithm:f(n): Context + Authority

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25% On-Page SEO (Context)

1. Page Title

2. Clean URL

3. Headers & Content

4. Description

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75% Off-Page SEO (Authority)

Authority is Determined by Inbound Links

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More and Better Content Links

Source: Data from selected websites using www.WebsiteGrader.com

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Step 3: Promote

1. Create

2. Optimize

3. Promote

4. Convert & Analyze

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Remember: It’s Not About You, EVER!

HubSpot.com/cartoons

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Target Your Content

Target content to your marketing

personas.

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Create an Engaging Presence

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Promote Content via Social Media

Remarkable Content

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Make Sharing Easy

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Social Media Promotion Generates Leads & Sales

Source: survey of hundreds of businesses: HubSpot.com/ROI

Page 29: Inbound marketing university-intro-to-inbound-marketing_dd

Step 4: Convert

1. Create

2. Optimize

3. Promote

4. Convert & Analyze

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Put Calls to Action on All Your Content

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Use Landing Pages with Forms

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Track Your Conversion Rate & Analytics

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Analyze Your Marketing

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Inbound Marketing Summary

Convert & Analyze

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Take Your Business To The Next Level

Complete this free consultation and meet with a Certified

Inbound Marketing Professional.

Analyze your existing marketing efforts as they relate to

social media, SEO, blogging, public relations, lead

generation, marketing analytics, etc.

Get started with in inbound marketing!