1.Get Found

2. People already learning or shopping 3. TwoPronged Strategy Website a Hub for your industry Attract visitors naturally through search engines, blogosphere, and social media 4. Inbound Marketing Earning , not buying Attention Findability Draw customers in 5. Inbound Marketing.The magic Content, content and content 6. Inbound MarketingThe Tools Blogs Podcasts Video eBooks eNewsletters 7. Inbound Marketing..The Tools Whitepapers Guides/Webinars SEO SMM Content Marketing 8. Blogs Dicussion or Info Sites Posts in reverse chronological order Multi Author Blogs The rise of microblogging 9. Since 2005 30 Member Team Personal Bios Video, Podcasts and Posts Shareable easily 10. Great Corporate BlogsIndustrywise separate blogsSub CategoriesEngaged CustomersCommunity Solves Problems 11. Great Corporate Blogs 12. Outbound Marketing.The Tools Outsourced Telemarketing Email Blasts to purchased list TV and Radio Ads Sales Fliers 13. Outbound Marketing.The Tools SPAM Telemarketing Traditional Advertising 14. Outbound Marketing..The Tools Trade Shows Seminar Series 15. The Tools change. 16. Outbound Marketingwhy less effective today Reason 1 Inundated Creative ways of blocking Caller ID Spam Filtering TiVo DND 17. Outbound MarketingWhy less effective today? Cost of learning and shopping using Internet muchlower Search Engines Blogs Social Media 18. Earn your way. Do Not buy, beg or bug you way inDavid Meerman Scott 19. Inbound Marketing Works Best High Value Long Research Cycles Knowledge Based Product 20. Five Stage Process Attract Traffic Convert Visitors to Leads Convert Leads to Sales Turn customers to repeat higher margin customers Analyze for continuing improvement 21. Attract TrafficCreateOptimize Promote 22. Create Website Content Landing Pages Whitepapers Video Assets Social Media Accounts 23. Optimize Visibility through SEO Easily shareable through SMO A/B Testing 24. Promote Campaigns Social Media PPC Email Outbound 25. Convert Visitors to Leads UVPs CTAs Advanced Content 26. Convert Leads to Sales Joint Marketing and Sales Effort Strategically written lead nurturing emails Properly timed warm calling Shorten sales cycle 27. Turn customers into higher margin repeat customers Which content produces the best results Best Time in Funnel to deliver content Multiple-channel delivery 28. Analyze What works? What could be improved? 29. Three Generations of InboundMarketing Gen 1 : Brochure Gen 2: TOFU(Top of Funnel) Gen 3: MOFU 30. Gen 1 : Brochure First Websites Me,Me Oriented Features and Benefits Failure to provide Solutions 31. Gen 2 and Gen 3 32. Gen 2 : TOFU Lots of high-quality problem-solving content Some free on Blog More Valuable Advanced Content behind form 33. Gen 3:MOFU Content personalization Website gets smarter and smarter Understanding the users likes,needs and wants 34. Intelligent Website Analysis Software Lots of Content 35. Marketing Analytics.Who? Who visits our sites? Websites Social Media Sites Mobile Sites Landing Pages Microsites 36. Marketing Analytics.Who? People, not statistics or indicators Objective: Build Relationships Segmenting visitors How and when to respond 37. Marketing Analytics.What? What do they want? Give choices.Which direction? Multiple Landing PagesA/B and Multivariate Testing Triggers Conversion rates Pathways 38. Marketing Analytics.Where? Where they hang out? Where they find my content? Which venue? When to post? What content attracts? 39. Marketing AnalyticsWhy? Why do visitors become customers? Design: Site Content Navigation Pathways Choices Interaction 40. Marketing AnalyticsTo what degree? Which elements,campaigns, ideas generated the most revenue?