What is Inbound? (The Inbound Challenge) #IMW15

The Inbound Challenge#IMW15

What is Inbound Marketing?

#IMW15

Marketing that is relevant and helpful to your customers, not interruptive.

• The right content • In the right place • At the right time

What is Inbound Marketing?

#IMW15

What is Inbound Marketing?

#IMW15

Nobody Googles their problems.

The opportunity lies in building a relationship with a potential customer over time so when they time comes – they come to you.

You are NOT the exception.

Personas

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● Fictional representations of your ideal customers

● Based on real data about customer demographics and online behavior

● Include educated speculations about their motivations, and concerns

● Consider emotions not just facts

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Blogging

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It doesn’t have to be perfect from the start.

You’ll get better with time.

It has to be done frequently, consistently, and it takes a little time to see the results.

Blogging

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Focus on:

• Uniquely valuable content• Provides insight – helps solve a problem• Appeals to your personas

A note on keywords...

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“Welcome to RunningShoes.com, the running shoes store where we sell shoes for running to

runners who run in shoes.”

Long-tail keywords/phrases:

Social Posts

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Here's how many marketers handle their social media strategy:

1. Craft update.2. Select Facebook, LinkedIn, and Twitter3. Auto-publish update to all three networks.

Social Posts

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140 Characters

Place link in the middle

Include a clear call-to-action

Images are everything

Laid back

Uses hashtags

No links!Professional

Edit post links

Titles <70 characters

Use a compelling image

Remove links from copy

Content Offers that Convert

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Content Offers that Convert

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Content Offers that Convert

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Content Offers that Convert

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● Provide Value● Collect Information● Create an Opportunity for Nurturing

Thank You Page

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● Deliver Content Offer● Provide Direction● Include Next Step

Lead Nurturing Emails

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Email Types:

● Emails that Confirm● Emails that Deliver● Emails that Educate● Emails that Offer an Offer● Emails that Help● Emails that Re-engage

Subject Lines:

<50 characters<30 characters is ideal

Preview Text:

Answers or agrees with subject line

Customized for the email

Avoid SPAM trigger words:

● Free● Reminder● Special● Percent Off● CLearance● Investment

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