Introduction to Inbound Marketing

Introduction to Inbound Marketing

Avi Hein

Director of Digital Media

The Cline Group

Twitter: @theclinegroup

Value of Inbound Marketing

Inbound marketing pulls buyers into your business

What is Outbound Marketing?Outbound Marketing (or traditional marketing) is the strategy of pushing your message onto your audience using techniques like telemarketing (cold calling), trade shows, direct mail, email blasts, print ads and TV/radio ads.

Problem: Outbound Marketing Isn’t Working

800-555-1234AnnoyingSalesperson

Outbound marketing strategies are becoming less effective in today’s world. We now have devices to block out the messages being pushed onto us.

Solution: Inbound Marketing

Content SEO Social Media+ +

Inbound Marketing (or modern marketing) is marketing using techniques focused on getting found by prospects

More Good News: Lower Cost Per Lead

Source: survey of hundreds of businesses: HubSpot.com/ROI

Inbound marketing-focused companies have a 60% lower cost-per-lead than outbound marketing-focused companies.

Success Drives Investment in Inbound

Source: Survey of hundreds of businesses from HubSpot.com/ROI

Why Businesses Are Changing Marketing Budgets

Key Questions to Get Started

1. Am I regularly creating new, share-worthy content?

2. Am I optimizing my content for search and social media?

3. Am I promoting my content in social media conversations?

4. Am I converting as many visitors into leads and sales as I can?

4 Steps to Successful Inbound Marketing

1. Create

2. Optimize

3. Promote

4. Convert & Analyze

Step 1: Create Content

1. Create

2. Optimize

3. Promote

4. Convert & Analyze

Inbound Marketers are Publishers

Stop thinking like amarketer or advertiser.

Start thinking like apublisher and socializer.

Publish Everything, Everywhere

Blogging: A Great Way to Get Started

Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

What Gets Shared?

Rarely Shared

FrequentlyShared

• Product info• Software documentation• Content about YOU

• New market data• Educational content• Content about your industry

Step 2: Optimize

1. Create

2. Optimize

3. Promote

4. Convert & Analyze

Google is Judge, Jury & Executioner

HubSpot.com/cartoons

SEO = Context + Authority

Ranking Algorithm:f(n): Context + Authority

The two key elements in determining whether your content will rank well in Google are context and authority.

Context= on page; Authority = off page

25% On-Page SEO (Context)

1. Page Title

2. Clean URL

3. Headers & Content

4. Description

75% Off-Page SEO (Authority)

Authority is Determined by Inbound Links (Links to Your Content from Another Website)

Step 3: Promote

1. Create

2. Optimize

3. Promote

4. Convert & Analyze

Remember: It’s Not About You, EVER!

HubSpot.com/cartoons

Target Your Content

Target content to your marketing

personas.

Create an Engaging Presence

Promote Content via Social Media

Remarkable Content

Make Sharing Easy

Include “share buttons” on your blog posts and other content.

Social Media Promotion Generates Leads & Sales

Source: survey of hundreds of businesses: HubSpot.com/ROI

Companies that actively use a social media channel are acquiring customers from that channel.

Step 4: Convert

1. Create

2. Optimize

3. Promote

4. Convert & Analyze

Put Calls to Action on All Your Content

Include a call to action on the bottom of your blog posts.

Use Landing Pages with Simple Forms

When someone clicks on a call to action, it should bring them to a clear landing page with a simple form.

Track Your Conversion Rate & Analytics

Be sure to measure your different landing pages and their rates of conversion.

Analyze Your Marketing

Marketing analytics are an important part of your inbound marketing programs.

Inbound Marketing Summary

Convert & Analyze

Learn More with The Cline Group

http://[email protected]

Digital Marketing Educational and Training Center:

http://www.theclinegroup.net/training