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Introduction to Inbound Marketing & Beyond
Sean Zinsmeister
Title: Head of Marketing
Company: Rentcycle
Twitter: @SZinsmeister
About
B2BB2C
“It’s just Marketing…”
--David Meerman Scott
Value of Inbound Marketing
Inbound marketing pulls buyers into your business
What is Outbound Marketing?
Where Outbound Lives
Where MORE people live
800-555-1234AnnoyingSalesperson
Solution: Inbound Marketing
Content SEO Social Media
Good News About Inbound Marketing
Budget (Outbound) Brains (Inbound)
Flickr: Andrew Magill
Flickr: Joakim Jardenberg
More Good News: Lower Cost Per Lead
Source: survey of hundreds of businesses: HubSpot.com/ROI
Success Drives Investment in Inbound
Source: Survey of hundreds of businesses from HubSpot.com/ROI
Why Businesses Are Changing Marketing Budgets
4 Steps to Successful Inbound Marketing
1. Create
2. Optimize
3. Promote
4. Convert & Analyze
Step 1: Create Content
1. Create
2. Optimize
3. Promote
4. Convert & Analyze
Inbound Marketers are Publishers
Stop thinking like amarketer or advertiser.
Start thinking like apublisher and socializer.
Traditional Marketing Funnel
Flip the Funnel
• Over 33% of Brand Advocates are rating and reviewing products or writing testimonials
• Over 60% of Brand Advocates are answering prospects’ questions
• About 30% are sharing promotional offers with their social networks
Flip the Funnel
Publish Everything, Everywhere
The Blogging Engine
Step 2: Optimize
1. Create
2. Optimize
3. Promote
4. Convert & Analyze
SEO = Context + Authority
Ranking Algorithm:f(n): Context + Authority
25% On-Page SEO (Context)
1. Page Title
2. Clean URL
3. Headers & Content
4. Description
75% Off-Page SEO (Authority)
Authority is Determined by Inbound Links
Link Building Strategy
Social Signals
Step 3: Promote
1. Create
2. Optimize
3. Promote
4. Convert & Analyze
Target Your Content
Target content to your marketing
personas.
Create an Engaging Presence
Utilize New Marketing Channels
Remarkable Content
Hub and Spoke
Hub and Spoke
Make Sharing Easy
Social Media Promotion Generates Leads & Sales
Source: survey of hundreds of businesses: HubSpot.com/ROI
Yes…Cold Calling
Call it “telesales” or “outbound sales” and get over it
Step 4: Convert
1. Create
2. Optimize
3. Promote
4. Convert & Analyze
Put Calls to Action on All Your Content
Calls to Action
Calls to Action
Calls to Action
Analyze Your Marketing
Numbers that matter
CPA
ROI
LTV
Conversion Rate
Bounce Rate
Listen, Listen, Listen
Observation Marketing
Death of The Resume
Personal Branding
Inbound Marketing Summary
Convert & Analyze
Introduction to Inbound Marketing & Beyond
Sean Zinsmeister
Title: Head of Marketing
Company: Rentcycle
Twitter: @SZinsmeister
