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Presentation to the American Marketing Association, Hampton Roads Chapter on Nov. 15, 2012 at the Virginia Beach Convention Center
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INBOUND MARKETINGAmerican Marketing Association, Hampton Roads Chapter
November 15, 2012
Thursday, November 15, 2012
Thursday, November 15, 2012
Thursday, November 15, 2012
Thursday, November 15, 2012
Thursday, November 15, 2012
Thursday, November 15, 2012
Thursday, November 15, 2012
Thursday, November 15, 2012
The New World Order• People hate being
marketed to
• People can increasingly avoid marketing messages (new technologies)
• People can research your product or service without contacting you
• The buyer is in control
Thursday, November 15, 2012
Gary Vaynerchuk
“Marketing just got hard.”
Inbound 2012, Boston
Thursday, November 15, 2012
Thursday, November 15, 2012
What Can I Do?
Thursday, November 15, 2012
Thursday, November 15, 2012
Thursday, November 15, 2012
Think Like a Publisher
Thursday, November 15, 2012
Thursday, November 15, 2012
Outbound vs. Inbound
AdvertisingDirect Mail
Telemarketing
BloggingSEO
Social Media
Thursday, November 15, 2012
Thursday, November 15, 2012
Thursday, November 15, 2012
Inbound marketing in a nutshell
1. Get found online
2. Convert visitors & leads
3. Analyze & Improve
Thursday, November 15, 2012
1. Get Found Online
• Keyword Research
• Persona Development
•Website
• SEO
• Blogging
• Social Media
Thursday, November 15, 2012
1. Get Found Online
• Keyword Research
• Persona Development
•Website
• SEO
• Blogging
• Social Media
Thursday, November 15, 2012
Persona Development
• Beyond demographics
• Their goals, desires, and limitations
• Identify their content needs
Thursday, November 15, 2012
Website• Easy to Navigate
• Professional Appearance
• Mobile Ready
• Search Engine Friendly
• Easy to Update
Thursday, November 15, 2012
Thursday, November 15, 2012
Rand Fishkin
Thursday, November 15, 2012
Blogging
“No matter what, the very first piece of social media real estate I'd start with is a blog.”
-Chris Brogan
Author of “Trust Agents”
Thursday, November 15, 2012
Social Media
“Content is fire. Social media is gasoline. “
-Jay Baer
Co-Author, The Now Revolution
Thursday, November 15, 2012
Social Media
“Content is fire. Social media is gasoline. “
-Jay Baer
Co-Author, The Now Revolution
Thursday, November 15, 2012
Social Media
“Content is fire. Social media is gasoline. “
-Jay Baer
Co-Author, The Now Revolution
Thursday, November 15, 2012
Inbound marketing in a nutshell
1. Get found online
2. Convert visitors & leads
3. Analyze & Improve
Thursday, November 15, 2012
What Does Costco Have in Common with
Inbound Marketing?
Thursday, November 15, 2012
2. Convert Visitors & Leads
•Offers
• Calls to Action
• Landing Pages
• Segment Leads
• Lead Nurturing
Thursday, November 15, 2012
2. Convert Visitors & Leads
•Offers
• Calls to Action
• Landing Pages
• Segment Leads
• Lead Nurturing
Thursday, November 15, 2012
Calls to Action
Thursday, November 15, 2012
Landing Pages
Thursday, November 15, 2012
Segment Leads
Thursday, November 15, 2012
Lead Nurturing
Thursday, November 15, 2012
Inbound marketing in a nutshell
1. Get found online
2. Convert visitors & leads
3. Analyze & Improve
Thursday, November 15, 2012
3. Analyze & Improve
Thursday, November 15, 2012
www.InboundMarketing.com
Thursday, November 15, 2012
Thursday, November 15, 2012
Presentation & Survey:
• www.artillerymarketing.com/incoming
Thursday, November 15, 2012
Photo Credits
• http://www.flickr.com/photos/zetson/3241975525 (worried guy)
• http://www.flickr.com/photos/wespeck/4509153959 (wooden figure)
• http://www.flickr.com/photos/bobaliciouslondon/4951912801 (globe alarm clock)
• http://www.flickr.com/photos/edans/883587915 (walnut)
• http://www.flickr.com/photos/basykes/1003730351 (Costco ladies)
• http://www.flickr.com/photos/jromero88/3918295996/ (toothpicks)
• http://www.flickr.com/photos/chrisdlugosz/3402959067/ (website)
• http://www.flickr.com/photos/glasgows/164624699/ (big funnel)
• http://www.flickr.com/photos/kriztofor/3724503239/ (watering can)
Thursday, November 15, 2012