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This presentation is a guide to getting started with inbound marketing. It shows how you can use inbound marketing to transition from expensive traditional marketing to more efficient inbound marketing. It covers blogging, social media, search engine optimization (SEO), landing pages, and inbound sales. It was originally presented at the Power Breakfast Series in Wilmington, NC on June 10, 2014.
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The future of marketing.
Rick Burnes (@rickburnes)#inboundILM
1 What is marketing?
2 What is inbound marketing?
3 How inbound marketing works
4 Inbound marketing tactics (attract, convert, close)
5 Q&A
Slides to be posted via Twitter: @rickburnesEvent hashtag: #inboundILM
1 What is marketing?
#inboundILM
Build Trust (Brand Marketing)
Attract Customers
(Demand Gen)
#inboundILM
#inboundILM
That playbook isBROKEN.
86% skip TV ads
91% unsubscribefrom email
200Mon the
Do Not Call list
44% of direct mail is never opened
#inboundILM
Because the customer is in control.
#inboundILM
2 What is inbound marketing?
#inboundILM
Inbound marketing is marketing that people love.
#inboundILM
Cold Calling Print Advertising
Cold Emails (SPAM)Interruption
SEOBloggingSocial MediaAttraction
INBOUNDTRADITIONAL
vs.
#inboundILM
Build Marketing Magnets
Blogs Interactive
Tools
Photos &Infographic
s
Videos &Podcasts
Presentations& eBooks
#inboundILM
Inbound is good karma.
#inboundILM
And it’s cheaper.
#inboundILM
Quality content is an annuity.
#inboundILM
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
#inboundILM
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
#inboundILM
#inboundILM
2 Two Inbound Marketing Examples
#inboundILM
Nathan runs a business in Wilmington. He’s
looking for help with marketing.
#inboundILM
He reads the article, then clicks on the call to action on the side.
#inboundILM
He submits his contact info so he can download the guide.
#inboundILM
A few days later he comes back and spends 30 minutes on the site learning about Huify and inbound marketing.
#inboundILM
Nathan Turner
Huify collects Nathan’s information in its marketing contact database, and uses it to personalize their:• Website• Email to Nathan• Social media
monitoring• Sales outreach
#inboundILM
The next week when Nathan’s on the site again, Josh, reaches out to him with a phone call. A few
days later they sign a contract.#inboundILM
Free educational resources build trust and attract prospects.
#inboundILM
3 How to get started with Inbound Marketing
#inboundILM
Start with your buyer persona.Who are you trying to attract?
#inboundILM
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
#inboundILM
Where is your problem?
#inboundILM
Where is your problem?
1000 200 2020% 10%
#inboundILM
Where is your problem?
1000 200 2020% 10%
#inboundILM
Build Traffic With Content
#inboundILM
Web pages are lottery tickets.
#inboundILM
To print tickets, write blog posts.
#inboundILM
189% increase in traffic. 700% increase in search traffic. 13x increase in traffic.
“This won’t work in my industry!”
#inboundILM
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.#inboundILM
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.#inboundILM
How can you build traffic with social media?
Listen and share.
Five Quick Social Media Tips1. Monitor the keywords that your prospects are searching for. 2. Automatically publish your blog posts to your social
channels.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.
#inboundILM
Optimize your website.
Are your pages using the right keywords?
Is it easy to share your content?
Is it accessible on mobile devices?
#inboundILM
Use Marketing Grader for Tips
Free assessment tool at: marketing.grader.com #inboundILM
Where is your problem?
10,000 100 201% 10%
#inboundILM
Where is your problem?
10,000 100 201% 10%
#inboundILM
How do you generate leads?
Experiment With Different Offers
Create a Give-Get With Landing Pages
#inboundILM
Mo Landing Pages, Mo Leads
#inboundILM
Where is your problem?
10,000 2,000 2020% 1%
#inboundILM
Where is your problem?
10,000 2,000 2020% 1%
#inboundILM
Inbound sales is like sales at
(It’s driven by context.)
#inboundILM
My wife’s Amazon My Amazon
Personalize & Automate Email
#inboundILM
Personalize Your Website
#inboundILM
Track prospects’ social activity.
#inboundILM
Use the activity to drive sales.Nathan Turner
#inboundILM
No Context Context#inboundILM
4 Final Thought
#inboundILM
#inboundILM
#inboundILM
Questions?
Check my Twitter feed for the slides: @rickburnes
Free tools to help with inbound marketing and sales:marketing.grader.com www.getsignals.com
Free assessment from Huify: http://huify.co/inboundILM