Inbound Marketing Overview

Conor BoyceEarlytoe.comFebruary 2013

Contents

• Digital migration• Outbound to Inbound Marketing• Inbound Definition• Role of Content Marketing• Step 1:Driving traffic to website• Step 2: Online Lead Generation• Step 3:Converting Leads to Sales• Step4: Analyse and Measure• ROI

“If you always do what you always did, you will always get what you always got”Henry Ford

Modern Marketing Facts

Migration to the web enabled society is relentless

People are becoming digitally connected 24/7

Effects of digital disruption are all around

Consumer buying habits are changing

Global Internet Usage

Did you know that ……

The average US internet user..

One third of US consumers…

The growth of social networking…

90 million tweets per day…

Growth of popularity of blogs

Showrooming

Mobile commerce on the rise

Outbound to Inbound

Buying habits are changing

“Internet has turned what used to be a controlled one way message into a real time dialogue with millions”(Future of Advertising Fast Company 2010)

Two types of marketing

Outbound - interrupt Inbound - attract

Inbound v Outbound

Inbound – get found, convert, analyse

What is inbound marketing?Inbound Marketing is a marketing strategy where businesses implement tactics to ‘get found’ online by customers.

Inbound Marketing involves creating and providing valuable content for your customers, promoting your remarkable content, building customer relationships, and overall ‘pulling’ the customer toward you

Inbound Marketing Strategies

• Create Brand Awareness

• Improve search Engine Optimisation

• Create Thought Leadership

• Develop Valuable Customer relationships

• Establish Credibility

• Build Trustworthy reputations

Inbound Marketing is to digital as..Messi is to Barca

The Inbound process manages Digital Traffic !

Inbound methodology makes things work together!

with ease and harmony

Inbound Marketing Funnel

A Process not tactics…..

• Inbound marketing is like a puzzle – but not because it’s confusing. It’s a puzzle in the sense that it’s made up of many pieces. Pieces that should not stand on their own, but when put together, make total sense.

No quick fixes….

Website is the Hub of all online activities..

It’s your online store…

Step 1: How to Get Found = Driving Traffic to Website

• Create Remarkable content

Optimise the content for Social Sharing…

Responsive Design

• Optimised for all screen sizes and devices

Content creation is the keystone of Inbound Marketing

In the digital world….. content

Generates momentum

Grows your Digital real estate

Adds value to your assets

Drive’s ROI

Content marketing is about……

Traffic generation

70% of clicks are organic (not paid)

Search Engine Optimisation

Content creation

• Inbound marketing starts with blogging. A blog is the single best way to attract new visitors to your website. Blogging is not the answer to a lazy man’s dreams.

Blogging

It pays to blog….

Frequent blogging = more customers

Why Blogging?

• Each page on a website is an opportunity to rank for a keyword or phrase. More pages means more chances to rank – enter the magic of content creation.

• Blogging is a content foundation that helps you create email newsletters, SEO-friendly website content, social media, and other marketing initiatives with less effort

Why Blogging?

• Blogging is the only online marketing initiative that creates its own by-products.

• Search engines are trying to create the ultimate search experience and their search algorithms put a very heavy bias on websites that produce quality content.

• Companies that blog 15 or more times per month get 5X more traffic than companies that don't blog at all.

Impact of monthly blog articles

A blog is essential for any online business

Point Being …….

• If a blog gets posted in the forest, will anyone read it?

• Calories get spent creating keyword rich blog content and its impact on search engine traffic will be severely impeded if links to those articles are not shared on social media.

• Building “sharing” functionality into your content (like a “Tweet This” button) will allow others to share what they just read with their followers by simply clicking.

Social lives at the top of the funnel

Discovery prior to interest

Social sharing and SEO

Step 2: What’s happens to website traffic?

• Online lead GenerationConversion tactics

Conversion Tools

Premium contentOffers.Landing PagesCalls To Action

How does traffic translate into leads…

• Leads are generated by making top level content offers and landing pages!

Content offers

Research

Who is the your ideal customer(s)

andWhat information is of value to them ?

But……

Good examples … Marketo

SalesForce

Step 3: Convert leads to customers

Turning Leads To customer requires……..Targeted Content

Develop Buyer persona

Content delivery funnel

Follow up on leads….

A human or a machine

Lead Nurturing..

Help that lead along the way

Step 4: Analyse and Measure

Digital Footprint means almost full traceability

If you don’t……

Things go wrong!

No hiding place anymore…..

Every campaign can be measured and ROI determined!

Digital Footprint means…….

We know everything.Marketing has never been easier.

What are the key metrics….

To be Measured…

Analyse

Closing the Loop: Measuring ROI

Marketing Automation and Technology

Does the heavy lifting for Inbound Marketing