Webex - What Exactly is Inbound Marketing?

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PITFALLS

BUSINESS HAS NOT CHANGED

• ECONOMIC CLIMATE• NEED MORE FOR LESS• MORE COMPETITION• MORE LEADS• MANAGE REVENUE

PERFORMANCE

CHANGE OF TACTICSINTRUSIVE

PUSHSALES CYCLE

TELEMARKETINGTRADESHOWSDIRECT MAIL

EMAIL BLASTSPRESS/TV

ADVERTISINGRADIO

CHANGE OF TACTICSINTRUSIVE

PUSHSALES CYCLE

TELEMARKETINGTRADESHOWSDIRECT MAIL

EMAIL BLASTSPRESS/TV

ADVERTISINGRADIO

BUYING CYCLE

SEO/SEMBLOGGING

SOCIAL MEDIAMARKETING

AUTOMATIONNURTURING

WORD OF MOUTH

PASSIVE PULL

INBOUND MARKETING

• PULL RATHER THAN PUSH• BUILD A PROCESS

CONTENT MARKETING• Creating content based on the demand• White papers• eGuides• Webcasts• Mobile apps• Animations• Video• Core part of SEO

ONLINE MARKETING

• Websites• Blogs• Forums• Industry publications• Social media communities• Press release distribution• Article distribution• Polls and surveys

SEARCH ENGINE OPTIMISATION• Trusted directories like DMOZ• Industry supplier directories• Article optimisation• Press release optimisation• Online reviews• Social media Likes, +1’s,

Follows• Affiliate links and partnering• Producing outstanding

content that people link to and share.

LEAD NURTURING AND MARKETING AUTOMATION• Behavioural marketing• Match content with prospect buying stage• Top of funnel - Awareness• Middle of funnel - Consideration• Bottom of funnel - Decision• Convert visitors --> repeat customers

BUILDING SENSE

• Lots of activity• Lots of platforms• No central strategy and plan• No way of knowing what

activity and channels actually create visitors, leads and customers

BUILDING

A VISUAL

ECO SYSTEM

WHAT IS INBOUND?• A CONTINUOUS IMPROVEMENT PROCESS• 5 STEPS TO SUCCESS• FULLY MEASURED

LISTENING

CREATING

ENGAGING

TRANSFORMING

GROWING

WHY INBOUND MARKETING MAKES ACCOUNTANTS SMILEINBOUND MARKETING GIVES YOU A CONTINUOUS FLOW OF NEW LEADS AND NEW REVENUE.

APPLYING INBOUND MARKETING IN A STRATEGIC WAY CAN LEAD TO:

• INCREASED REACH• HEIGHTENED BRAND AWARENESS• MORE VISITORS TO YOUR WEBSITE• HIGHER-QUALITY LEADS• WIDER SALES PIPELINE• INCREASED REVENUE• LOWER COSTS

THANKYOU FOR LISTENINGLET’S CHAT