Introduction to Inbound Marketing

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Introduction to Inbound Marketing

• Presenter Name
• Title
• Company
• Twitter _at________

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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 Isnt Working
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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 Joakim Jardenberg
Flickr Andrew Magill
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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
Why Businesses Are Changing Marketing Budgets
Source Survey of hundreds of businesses from
HubSpot.com/ROI
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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 a marketer or advertiser.
Start thinking like a publisher 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?
Frequently Shared
Rarely Shared

• 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
2. Optimize
3. Promote
4. Convert Analyze

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Google is Judge, Jury Executioner
HubSpot.com/cartoons
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SEO Context Authority
Ranking Algorithmf(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 Its 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
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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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Get Certified in Inbound Marketing

• Watch free, online webinar classes taught by
  expert marketing professors
• Learn about topics including social media, SEO,
  blogging, public relations, lead generation,
  marketing analytics, etc.
• Get certified in inbound marketing!

Enroll in IMU at http//inboundmarketing.com.