PEOPLE PS INBOUNDMARKETINGFor BeginnersThe PeopleOps guide to creating voice

PEOPLE PSHire People, Not Programs.

Inbound Marketing vs. Outbound Marketing

Inbound: Distribution of authentic and engaging content online that brings the “prime” customers attention to your business.Outbound: Markets via billboards, commercials, anything that disrupts your daily schedule

Inbound Marketing typically consists of:Website Optimization / SEO BloggingAuthentic Content DistributionSocial Media MarketingAnalytics

Think of Inbound Marketing like this:

You want to be “found” by people who are looking for you; not interrupt the lives of people you’re not relevant to. So, how do you do that?

Design your website up for maximum search engine optimization (SEO) Blog about your industryCreate relevant and authentic content for your audienceEngage your audience through social media

The Reason is Simple

First, and most importantly, Inbound Marketing cost 61% less than outbound marketing.

Second, 41% of marketers say inbound marketing produced measurable ROI in 2013.

Traditional Outbound techniques arent cutting it anymore. Check out these stats:

86% of people skip TV Ads

There was a 46% decline in show

spending

44% of Direct Mail is never

opened

Think of what you can do with the money you’ll be saving

Numbers Never Lie

0%

20%

40%

60%

80%

LinkedIn Blog Facebook Twitter

% of Channel Users who Acquired a Customer Through That Channel (while using Inbound Marketing)

Source: State of Inbound Marketing, Hubspot, March 2012

Necessities

Analyze Your Current Marketing Strategy

Dedicated Inbound Marketer

S.M.A.R.T Goals

Target Audience

Brand Persona

(Specific, Measurable, Attainable, Realistic, Timely)

Assessment of Current Marketing Strategy

You have to know what you’re working with before you change it.

What does your website generate in terms of SEO and it is easily navigated?How many visitors do you typically see in a month? Are you generating leads? What is the conversion rates on your site visitors and leads?How much value is your current marketing strategy adding to your business?

Dedicated Inbound Marketer

You do not necessarily need a marketing department; rather, one or two team members who are dedicated to the inbound marketing strategy

The strategy will consist of multiple channels, measuring different analytics, and optimizing landing pages (to name a few).

S.M.A.R.T Goals(Specific, Measurable, Attainable, Realistic, Timely)

Set attainable goals per monthHow many leads do you need to generate specifically?How will you measure your efforts?How do you plan to attain said leads?What are realistic goals for your marketing action plan?

Target Audience

Dial in who you’re marketing toEvery target audience will have a different persona– play to itDevelop different strategies for different markets and then use them when needed. This will save both time and money when it comes time to implement them

Brand Persona

Your company brand or persona is more important than your logo. Your brand is what truly sets you apart, and makes you humanistic and likeable.

Who is your company?What are you all about?What’s the company culture like?

PEOPLE PSHire People, Not Programs.

Always remember: If Google can’t find you, no one can.