Inbound Marketing 101 (?) March 2015
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Inbound Marketing 101 (?)
March 2015
Engineer – MBA
Majored in Marketing (and I always knew what I wanted to do in my life)
Rohit Kaul
Everyone likes a good story (Lesson #1)
Only two lessons in today’s session
Takeaway?
What About You?
Inbound Marketing 101 (?)
• What it is not:
– Templates to create inbound marketing campaign
– How to get my video viral
– How to get my CPC to Rs 10.81 from Rs 14.52
– I hate Facebook
The Session
• What it is:
– Everything else
The Session
• <Add definition here>
What is Inbound Marketing
• Inbound marketing focuses on creating quality content that pulls people toward your company and product, where they naturally want to be. By aligning the content you publish with your customer’s interests, you naturally attract inbound traffic that you can then convert, close, and delight over time (HubSpot)
• Inbound marketing is promoting a company through blogs, podcasts, video, eBooks, e-newsletters, whitepapers, SEO, social media marketing, and other forms of content marketing which serve to attract customers (Wikipedia)
• Mashable: http://mashable.com/2011/10/30/inbound-outbound-marketing/
What is Inbound Marketing
What is Inbound Marketing
Product/Service Customers
You
BUY
$$$
What is Inbound Marketing
Product/Service Customers
You
BUY
$$$
How do I know about this awesome
product/service
What is Inbound Marketing
Product/Service Customers
You
BUY
$$$
How do I know about this awesome
product/service
Advertise
What is Inbound Marketing
https://www.youtube.com/watch?v=Fjq-hIfQmyY
What is Inbound Marketing
Product/Service Customers
You
BUY
$$$
How do I know about this awesome
product/service
Content
• <Add points here>
Keywords
• Content
• Content
• Content
Keywords
• <Add names here>
Brands/Companies/Campaigns?
• Volvo JCVD Truck ad (https://www.youtube.com/watch?v=M7FIvfx5J10)
• Mahindra Rise
• Harley Davidson
• HCL Tech (CXO Talk)
• Truly Madly (Breaking stereotypes)
• Kickstarter
• Tripadvisor
• Dewarists
• YouTube?
• Amway?
Brands/Companies/Campaigns?
Why Inbound Marketing• To be in the minds of the customers
• Figure out what can be the next product
• Engagement – Creates loyalty, reliable, trust factor, emotional connection
• Feedback and market research
• Closer to the customer
• Thought leader in the industry
• Cost effective
• New technology and new products – building the market
• Organic brand growth
Why Inbound Marketing
Why Inbound Marketing
• Cheaper
• Closer to customer
• Long term ROI
• Creates brand ambassadors (may be millions of them)
Is it Inbound or Outbound?
• Facebook (promoted posts, page likes, etc.)
• SEO
• Twitter (6.5 L per quarter commitment !)
Is Mass Media Dead?• VidyaGyan TVC
Before we go any further….
Good product
Product strategy
Marketing strategy
Inbound marketing
Questions
Teamwork
• Organization 1: Organizes music concerts (classical, semi-classical, indie) in Delhi NCR
• Organization 2: Runs K-12 school in Lucknow
• Organization 3: Sells solar powered inverters in Delhi NCR to companies
Teamwork – Add Names
• Organization 1: Organizes music concerts (classical, semi-classical, indie) in Delhi NCR
• Organization 2: Runs 3 K-12 schools in Lucknow
• Organization 3: Sells solar powered inverters in Delhi NCR to companies
Teamwork15 minutes: Product strategy
5 minutes presentation (per group)
Brainstorming
15 minutes: Marketing strategy
5 minutes presentation (per group)
Brainstorming
15 minutes: Inbound marketing strategy
5 minutes presentation (per group)
Brainstorming
Teamwork – What do we expect to learn
• Media strategy
• Content strategy
• Measurement and metrics
• Linking it all to sales ($$$)
What is good content
• Relevant – To the customer, to the larger context, to the product
• Easy to understand
• Quirky/intriguing
• Call to action – Explicit/implicit
What is good content
Contextually relevantIntriguing
Easy to consume Your Content
• Content delivery
• Frequency
• Updates
• Authors
• Link with the brand
• Link with end objective
Questions
Brainstorm
• Product strategy
Brainstorm
• Marketing Strategy
Brainstorm
• Inbound Marketing Strategy
Have we checked all the boxesMedia
• Website
• Blog
• Social presence
• Newsletters
• Snail mail
• Mobiles
• Seminars/get-togethers
• ??
Have we checked all the boxes
Content
• Stories
• Images
• Video
• Thought leadership
• White papers
• Industry studies
• ??
How Inbound Marketing Works
• Draw: Get people in
• Engage: Involve them
• Captivate: Hooks to sustain and amplify engagement
• Sustain: Let people talk about you
User’s Lifecycle
• Stranger
• Aware
• User
• Blown away
• Evangelizer
You have been Mapped
Stranger Aware UserBlown away
Evangelizer
Draw Engage Captivate Sustain
Media strategy
Content strategy
Measurement and metrics
Linking it all to sales ($$$)
Teamwork - Reloaded
Map your inbound marketing strategy to this model
5 minutes presentation (per group)
Stranger Aware
Draw
Media strategy
Content strategy
Measurement and metrics
Linking it all to sales ($$$)
You have been Mapped
User
Engage
Media strategy
Content strategy
Measurement and metrics
Linking it all to sales ($$$)
You have been Mapped
Blown Away
Captivate
Media strategy
Content strategy
Measurement and metrics
Linking it all to sales ($$$)
You have been Mapped
Evangelizer
Sustain
Media strategy
Content strategy
Measurement and metrics
Linking it all to sales ($$$)
You have been Mapped
The End Game (Ideally)• Zero marketing dollars on existing customers
• Close to zero marketing dollars on acquiring new customers
• Community of engaged users, repeat use
• User-generated content or user-based content
• Sustainable (not flash in the pan)
Food for Thought
• Do you need Inbound marketing?
• Why doesn’t Flipkart hire Rohit as marketing head and save millions every month by stopping all outbound marketing
• This the panacea to all my marketing woes
• To viral or not to viral
Little by Little one travels far (Lesson #2)
Takeaway?
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