Inbound Marketing Basics for Conscious Businesses

Web: InboundDen.com | Tw: @InboundDen | Fb: InboundDenWeb: InboundDen.com | Tw: @InboundDen | Fb: InboundDen

Inbound Marketing Basics for Conscious Businesses

By the guys atBy the guys atBy the guys atBy the guys at

Web: InboundDen.com | Tw: @InboundDen | Fb: InboundDen

IntroductionThis eBook is a summary of all the Inbound Marketing basics for new

conscious business planning their marketing strategy that we here at

Inbound Den have learned in 6 years in the field. The goal is to get you

familiar with the process so your company can start on the right path.

Inbound means to have your potential clients come to you. They find you in

search engines via non-paid searches (organic searches). Inbound Marketing

includes blogging for your site, interacting in social media, and optimizing

your site for SEO (search engine optimization).

For more information, check out our site www.InboundDen.com

~ Well wishes on your campaign!


Table of ContentsI. Where to Start?

II. The Inbound Marketing Process

III. Creating Content

Blogging and Content Basics

IV. Measure Your Results

V. Basics of Social Media

What to Do?

VI. Converting Leads to Clients

VII. How to Track your Competitors

VIII. How to Hire Inbound Marketers

What to ask in the interview?

IX. Recommended Reading

X. Conclusion


Where to Start?Define your area of expertise – niche business are

great!

Determine your goals for your campaign

Identify your customers and

audience for your blog Tip:

Write it down and revisit

your goals and audience

description to stay on task


The Inbound Marketing ProcessCreate Unique Content

Measure Results

Every 3 months

Remove what’s not working

Create new

Strategies

Inbound

Marketing is a

constant cycle


Creating ContentTypes of Content:

Blog posts

E-books

Videos

Live webinars

Podcasts & webcasts

What to Write/Create:

How-to blogs

“Top 10, 5, 3” posts

Industry or local events

Book, article/journal, movie,

and video reviews

Tip:

Ask current clients, local celebrities or experts, and other bloggers to do guest blogs


Blogging & Content BasicsTitles: use key words and make it interesting for people to read

Images: always include an image and add a key word in the “alt” field

Videos: quick, easy, and short are best. Don’t plan too much, be spontaneous ☺

Be honest and share your own stories! This isn’t a term paper!

Body of blogs: between 200 and 400 words and include headings to separate

content

Links: include no more than 3 links in each post

Comments: allow people to comment, don’t lock for approval

Share in social media: Twitter and Facebook or LinkedIn groups


Measure your Results

Determine how many of followers, blog

subscribers, and link backs to you site you have

Review the number of pages indexed by Google

Check % of leads increase/decrease

Analyze sales stats for improvement

Tip:

Monitor your brand online


Stop What didn’t WorkAfter reviewing your results, eliminate the strategies

that didn’t bring leads or meet your goals

Brainstorm for new content

Create different ways to reach clients

Ask for feedback from customers


Basics of Social MediaThe most popular are: Facebook, twitter, LinkedIn, and YouTube

Decide which one is right for your company/brand/industry

Begin by choosing Names/Usernames that that will

distinguish your business/brand from others

Next, add images, bio/summary, and website links to all social

media profiles


Social Media – What to Do?Facebook – Social Network

Create a Fan Page for your business and ask clients/staff to LIKE

Post pictures, blog posts, and engage in conversation with your followers

Twitter – Personal Learning NetworkFollow people in similar fields and join chats

Share your posts and other articles of interest

LinkedIn – Professional NetworkJoin groups and participate in forums

Create you own group(s) and invite others to join you

Share conversations on other social networks

Chat and answer questions from other groups


Converting Leads to ClientsUnderstand your industry’s buying cycles and offer free content

Ensure all your pages have Calls-to-action buttons above the fold

Make it easy for people to understand what you offer/sell

Offer online contact forms


Converting Leads to Clients

Target each audience differently with landing pages and demos exclusive to their needs

Understand that traffic is not important. Converting leads is the goal

Tip:

Try different colors and images for

your call-to-action buttons and

page designs to see what brings

more quality leads

Strive for qualityleads


Tools to Track your Competitors

Use...

Facebook and twitter to find out how many Fans they have

Compete.com for traffic history

Google to search your brand for number of results

YouTube to see how many videos posted


How to Hire Inbound Marketers

Must be “Digital Citizens”

Able to Analyze your website & leads data

Proficient in creating various types of content

(eBooks, blogs, videos)

You want to start your own internal team but don’t know how to find

them? These are the “must haves” for building your own team:

Have web following in Twitter or Facebook

Client Support Oriented background

A plus if…


The InterviewWhat to Ask Your Potential New Team:

Blogs they read and subscribe to

What RSS reader do they prefer

How often they blog

Ask them to show you how they use…

Facebook, twitter, LinkedIn

YouTube Channels


Recommended ReadingInbound Marketing by Brian Halligan and Darmesh Shah

New Rules of Marketing & PR by David Meerman Scott

Content Rules by by Ann Handley, David Meerman Scott,

C.C. Chapman

The Social Media Marketing Book by Dan Zarella

The Facebook Marketing Book by Dan Zarella


Conclusion

Inbound Marketing is a long time commitment

that if done right, can help your business

attract more customers.

Visit us at www.InboundDen.com

to get started with your Inbound Marketing strategy

Inbound Marketing Basics for Conscious Businesses

Business

inbound marketing

inboundden

converting

social media

blog posts

web

content

site