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Marketing Strategies for Small Business:
Why UsingInbound Marketing Strategies
Make Sense Today
Know How, Strategies, Content Mike Years
They Call it a Paradigm Shift
The Way We Market our Goods and
Services is Going Through a
TRANSFORMATION
A Classic Trend Pattern
A Simple Concept
What is Inbound Marketing?Inbound marketing is a marketing strategy that focuses on getting found by customers. It is transforming the way in which companies perceive of themselves, publish content, and sell their products and services.
1. GET FOUND ONLINE2. CONVERT VISITS & LEADS
3. MEASURE, TEST, IMPROVE
Become VALID Build INFLUENCE
BE A TRUSTED SOURCE.
You AreKidding, Right?“Getting Found,” is That Really Transformative?
It’s Transformative When…
24 Hours Later… 7 = 350,000,000
You launch a new attraction at your theme park by talking to 7 bloggers…
Example Cited From David Meerman Scott
You grow a small liquor store in
New Jersey into a $50MM
business using video blogging.
You publish an eBook and later stop advertising in the Yellow Pages. Your business grows from $150KK to $1.5MM.
Example Cited From David Meerman Scott
Each of Those Examples… is representative of the third Great Era of the Web:
VALIDATION and INFLUENCE. The examples illustrate thought leadership and valuable content that is self propagating and link worthy. They embody in content what an Inbound Marketing strategy is built around…becoming a trusted source, worthy of being seekedout, followed (opting-in), and not wasteful of your time.
261% More.The Cost to Produce a Lead (Outbound vs. Inbound)
And It’s Transformative Because of Simple Math.
Traditional Outbound MarketingMedia Buying Drives Cost.
Inbound MarketingSelf Publishing Reduces Cost
The Budgets
2011 - AVG COST/LEAD: $373
2011 - AVG COST/LEAD: $143
Rise In Costs2010 to 2011
Outbound 12.4% vs. Inbound 6.7%
Source: Hubspot, The 2011 State of Inbound Marketing. March 2, 2011
Why is This Happening?
REASON #1 We Remain Human
REASON #2The Way Search Engines Work, Changed.
And It Is Still Changing…
2011RANKING
ALGORITHMf(n) =
Context + Authorityf(n) =
Context + Authority + Engagement Metrics
REASON #3 - Social Media Took Off(See Reason #1)
• Blogs• Micro Blogs• Online Chat• RSS• Widgets• Social Networks• Social Bookmarks• Message Boards• Podcasts• Video Sharing Sites• Photo Sharing Sites• Virtual Worlds• Wikis
(...just to name a few)
REASON #4 We Are Increasingly Finding Ways to Filter The Media We Choose to View
What is the Takeaway?
The old communication model was a MONOLOGUE
And it is Mostly Dying
The new communication model is a DIALOGUE
THE PHYSICS OF MEDIA HAVE CHANGED (forever)
Limited Distribution
Abundant Attention
Unlimited Distribution
Attention Scarcity(Audiences were Concentrated) (Audiences are Dispersed)
(Limited Channels) (Unlimited Channels)
New Physics Means New RulesOLD RULES:1. BUY your way in with Advertising.2. BEG your way in with PR.3. BUG your way in with Selling.
NEW RULES:4. EARN Attention by Publishing your way in.5. INFLUENCE People by “Word of Mouse”6. INSPIRE People with Thought Leadership
MAKE stuff people want.Be HELPFUL & GENEROUS.APPEAL to your community (use Keywords & Buyer Personas)GIVE great DIRECTIONS, links, landing pages, calls to action.LISTEN and EXPERIMENT, learn by doing, TEST and MEASURE
Become VALID – Build INFLUENCE
Check out David Meerman Scott for more on his Old Rules and New Rules:
It’s Totally Relevant, Too.
UNITED STATES OF AMERICA239,893,600 Internet Users as of June 2010. 77.3%
Source: ITU Feb. 2011
We’re Online in Massive Numbers
15.4 Billion searches were conducted by Americans in March 2011. Google averages over 10 Billion searches every month.
comScore March 2010 U.S. Search Engine Rankings
We Search
155 Million. The number of Facebook users in the USA.That’s HALF the population of the country.
Source: Internet World Stats, March 2011.
We Connect
140 Million. The average number of Tweets sent per day last month.177 Million. The number of Tweets on March 11, 2011.
Source: KISSmetrics Marketing Blog
We Share and Follow
Getting Started(Some Tips)
Rome wasn’t built in a day.E D U C AT E Y O U R S E L FM a k e a C O M M I T M E N T t o C h a n g e a n d T R A N S F O R M Yo u r M A R K E T I N G w i t h a P L A N a n d S t e a d y S T E P S .
#1 LEARN AS MUCH AS YOU CAN
Don’t Tru
st
That Guy
#2 NO ONE HAS A MAGIC SWITCH… DON’T THROW IT OVER THE WALL
#3 DON’T MISTAKE INBOUND MARKETING AS JUST SOCIAL MEDIA
Social Media is just a
piece of the pie.
INBO
UN
D M
ARKETIN
G
SEOCONTENT PUBLISHINGSOCIAL MEDIALEAD NURTURINGBLOGGINGBRAND CULTIVATIONTEST AND MEASUREMENTKEYWORD RESEARCHOPT-IN EMAIL MARKETING
#4 Combine Inbound Marketing Strategies with your Existing Marketing Platforms
Inbound Marketing Strategies can easily co-exist with traditional outbound strategies. This makes adoption and transitioning easy.
Most companies start to see significant improvements in about six months if they commit to a plan. You earn interest with valuable useable content, that can be found.
Getting Started (how to start)
The Inbound Marketing Process
Listen and Plan
Create and Optimize
Promote and Share
Convert and Nurture
Measure, Analyze, Improve
Research
PlanLISTEN
Listen and Plan
Create and Optimize
Promote and Share
Convert and Nurture
Measure, Analyze, Improve
Your Website is the Anchor Point
Listen and Plan
Create and Optimize
Promote and Share
Convert and Nurture
Measure, Analyze, Improve
If You Are Not Blogging… START
Listen and Plan
Create and Optimize
Promote and Share
Convert and Nurture
Measure, Analyze, Improve
Engage Social Media
Social Media LandscapePublish
Share
Discuss
Social Networks
Micro Blogs
Social Calendars
Live Streaming
Others
Listen and Plan
Create and Optimize
Promote and Share
Convert and Nurture
Measure, Analyze, Improve
Think Great Offers, Landing Pages, Forms, Calls to Action & Opt-In Email
Listen and Plan
Create and Optimize
Promote and Share
Convert and Nurture
Measure, Analyze, Improve
Keeping it all on Track: Lead Scoring, Nurturing, and CRM Integration
Listen and Plan
Create and Optimize
Promote and Share
Convert and Nurture
Measure, Analyze, Improve
Improve: Use Analytics
Screen Capture from Google Analytics
Listen and Plan
Create and Optimize
Promote and Share
Convert and Nurture
Measure, Analyze, Improve
Getting Started[ some help ]
INTELLECTUALPROPERTY
c. 2008
It is ALL out there… Everything you need to know about Inbound Marketing. Why not start by talking to an expert? For Free!
Click below and book a time online. Select the day and time that works for you… No phone or email tag.
We’ll use the hour to focus specifically on what you want to know. We’ll leave with some good ideas!
Let’s Talk!(click here)
The information is free…the knowledge is priceless.
FREE
www.ledgen30.com
INBOUND MARKETINGWe Provide Know-How.Guidance, Content and Strategies…
That will Transform your Marketing,Generate Leads, and Increase ROI.
Skype: mkyears
