Inbound Marketing @YOUR-COMPANY

Using the Internet to help prospects find us and convert more visitors into

paying customersInstructions on how to complete this PPT presentation for your company are in this article:

Agenda

1. Changes in Purchasing Behaviors2. Marketing Needs to Adapt3. Our Current Marketing Grade4. Plan for Improvement

Changes in Purchasing Behavior

• Buyers start purchasing process in search engines

98% Search in Google

Source: Marketing Sherpa

Changes in Purchasing Behavior

• When was the last time when you were considering making a purchase over $1000 that you did the following?– Used the yellow pages– Got on a plane to go to a trade show– Responded to a print advertisement– Responded to a direct mail advertisement– Did a search in Google or another search engine– Asked a friend for advice, and they emailed you a URL

as a response

Marketing Needs to Adapt

Outbound Marketing• Inside Sales• Telemarketing• Tradeshows• Seminars• Print Advertising• Direct mail/email

Inbound Marketing• SEO• Pay per click• Blogging / Blogosphere• Social Media / Buzz• Targeted Landing Pages• Marketing Analytics

Marketing Needs to Adapt

Outbound Marketing• Low response rate (1-5%)• Expensive / Wasteful• Becoming more difficult• “Interruption” based

Inbound Marketing• High response rate (20-50%)• Low cost / High ROI• Wide open playing field• “Permission” based

Marketing Needs to Adapt

• Consumers have control– Spam software blocks email– Caller ID blocks cold calls– Government is on consumer’s side

• Can –Spam Act• National Do Not Call List

• Today, the goal of marketing needs to be to “get found” by customers when they are looking, not “get in their face” when they are not looking.

New Rules of Marketing

• Get Found by Qualified Prospects– Search Engines– Blogosphere– Social Media

• Convert Prospects to Customers– Landing Pages– Lead Intelligence– Marketing Analytics

OUR-COMPANY Advantage

• On the Internet, a smaller company can out-market a larger company.

• Size of budget and number of employees is less relevant.

• David can beat Goliath, if he is smart about using the Internet.

OUR-COMPANY in Search Engines

• Our best prospects are looking for us.• We’re not in the places where they’re looking.

Search Term Monthly Searches Can you findOUR-COMPANY?

Term 1 [input volume] [input yes or no]

Term 2 [input volume] [input yes or no]

Term 3 [input volume] [input yes or no]

Term 4 [input volume] [input yes or no]

Term 5 [input volume] [input yes or no]

Source: www.WebsiteGrader.com and HubSpot Internet Marketing

Put the volume from a keyword research tool, and put “yes” if you are on the first page of Google results when you search for that term in Google, put “no” if you are not on the first page of results.

OUR-COMPANY in the Blogosphere

• XX Blogs about “Term 1”• XX Blogs about “Term 2”• None of these blogs are from OUR-COMPANY• Technorati (a blog search engine) gets 4.5

million visitors per month

Source: Technorati and HubSpot Internet Marketing

Search for relevant blogs on Technorati, and list the numbers here.

OUR-COMPANY in Social Media

• XX Stories on Digg about “Term 1” (none from OUR-COMPANY)– Digg is a top 100 website - over 20 million people

visit each month

• 72 Questions about “Term 1” on LinkedIn (none from OUR-COMPANY)– LinkedIn gets 1.5 millions visitors/month, the

average user is 39 and makes $139K/year, over 500,000 C-level members

Source: HubSpot Internet Marketing, Digg, LinkedIn, Compete.com

Search on Digg, Delicious, LinkedIn or other social media relevant to your company and list the results here.

OUR-COMPANY Marketing Grade

• We’re way behind on the Internet.

• Good news: We can improve and WIN!

Metric OUR-COMPANY Competitor 1 Competitor 2

Website Grade (Overall) [enter metric] [enter metric] [enter metric]

Alexa (Traffic) [enter metric] [enter metric] [enter metric]

Google Page Rank (SEO) [enter metric] [enter metric] [enter metric]

Source: www.WebsiteGrader.comhttp://www.websitegrader.com/wsgid/432155/default.aspx

Use www.WebsiteGrader.com and show your current situation against your competition on a couple relevant metrics.

OUR-COMPANY Marketing Plan• Begin comprehensive Internet marketing program

today– Search Engines: SEO & PPC– Blogosphere– Social Media

• Goals in First 6 Months– Double web traffic– Double web leads– Website Grade above 70

• Goals in Following 6 Months– Double web traffic AGAIN– Double web leads AGAIN– Website Grade above 80

OUR-COMPANY Marketing Plan

• Budget: $10,000/year– Internet Marketing Software: $3,000– PPC Spend: $6,000– Writing / Content / Other: $1,000

• Additional funds based on performanceAdjust based on your own company situation in terms of budget and expectations. Make sure you include money to pay for tools (software, training, research) to help you achieve your goals, not just money for PPC ads.

(PS – Be sure to check out www.HubSpot.com) we’re experts at helping companies leverage the internet for inbound marketing.