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Copyright Douglas Richard, Ltd. 2008
Inbound Marketing
Luke Brynley-Jones
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About me Founder of etribes – social media
consultancy in 2000 etribes.com and mashup* events Head of Product at Trutap Social networking consultant with
Brando Social
Managing Director at School for Startups
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School for Startups
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School for Startups The Six Rules for Startups (London,
15th June) How to Make Money: Funding.
Investment. Revenue. Profit (London, 22nd June)
Student event with NACUE in the autumn
Register @ www.schoolforstartups.co.uk
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Copyright Douglas Richard, Ltd. 2008
Inbound Marketing
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Outbound Marketing Advertising
Success depends on: £££££££££££
Cold calling
Mailings (including emailings)
Radio
Trade shows TV
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Inbound Marketing
Publishing (e.g. blogging)
Helping customers to find you
Success depends on: knowledge/activity/creativity/popularity
Optimising (i.e. SEO) Sharing (e.g. Facebook, Twitter, Digg)
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What and where to publish?
Blog Video Podcast Photos Presentations White papers News releases
Blogger / Typepad YouTube / Vimeo Podcast.net Flickr / Facebook Slideshow.com EzineArticles.com OpenPR.com
Whatever you have, wherever you can
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Blogging On average blogs for small businesses get
200-300% more traffic than their websites
Start early / Engage / Gather feedback
Ensure you own your URL Titles: amusing / enticing / SEO-friendly
Topics: knowledge / experience / other blogs / reviews / lists!
Frequency: once a week or more
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Blogging success? Subscribers
Comments/links on a per-article basis
Visitors Comments Blog rank
Inbound links
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Search Engine Optimisation
Helping search engines to read your site
People link to high quality content
25% of SEO is “On-page” Page title, description, URLs, headers, copy, meta data
75% of SEO is “Off-page” Links = quality of linker + link description
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Successful SEO
High quality optimised
content
More inbound links & traffic
Higher search engine ranking
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Social Media Marketing
"The purpose of conversation is to create and improve understanding, not for one party to “deliver messages” to
the other. That would be rude”.
‘The Cluetrain Manifesto’Markets are Conversations
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How to use social media
Doing what you would do at a businessnetworking event – only online.
Value / trust / introductions
Meet people and make introductions
Give and receive advice
Find interesting people and listen
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Sharing everything… Blog comments (on your blog and others)
Help people find/recommend you
Ask questions (LinkedIn)
Forum posts (relevant communities) Micro-blog posts (Twitter/Facebook) Get rated (Digg/Reddit/Stumbledupon)
Share links (De.licio.us)
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Personality matters…
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And making money…
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Customer services IS marketing
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Brand monitoring
Share of Conversation
No. of posts discussing "X" and "your company"
No. of posts discussing “X"
=
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Takeaway Inbound marketing levels the playing field
Success now depends on activity, creativity, sociability and knowledge
In social media, success depends on how much VALUE you provide
Blogging, SEO & social media are critical
Monitoring conversations is key
Customer services IS marketing
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Copyright Douglas Richard, Ltd. 2008
Thank you
Luke Brynley-Jones
www.schoolforstartups.co.uk