This presentation is a guide to getting started with inbound marketing. It shows how you can use inbound marketing to transition from expensive traditional marketing to more efficient inbound marketing. It covers blogging, social media, search engine optimization (SEO), landing pages, and inbound sales. It was originally presented at the Power Breakfast Series in Wilmington, NC on June 10, 2014.
The Future of Marketing: How to Get Started With Inbound Marketing
1. The future of marketing.
Rick Burnes (@rickburnes)
#inboundILM
2. 1 What is marketing?
2 What is inbound marketing?
3 How inbound marketing works
4 Inbound marketing tactics (attract, convert, close)
5 Q&A
Slides to be posted via Twitter: @rickburnes
Event hashtag: #inboundILM
16. Quality content is an annuity.
Blog Paid
Month 1 • 12 Blog Posts @ $100/post = $1200
• 500 views/post
Total Views: 6,000
Total Budget: $1200
• $.20 Cost per click
Total Views: 6,000
Total Budget: $1200
Month 2 • 12 Blog Posts @ $100/post = $1200
• 500 views/post new posts
• 200 views/post on 12 old posts
Total Views: 8,400
Total Budget: $1200
• 12 Blog Posts @ $100/post = $1200
• 500 views/post
Total Views: 6,000
Total Budget: $1200
Month 3 • 12 Blog Posts @ $100/post = $1200
• 500 views/post new posts
• 200 views/post on 24 old posts
Total Views: 10,600
Total Budget: $1200
• 12 Blog Posts @ $100/post = $1200
• 500 views/post
Total Views: 6,000
Total Budget: $1200
#inboundILM
17. Quality content is an annuity.
Blog Paid
Month 1 • 12 Blog Posts @ $100/post = $1200
• 500 views/post
Total Views: 6,000
Total Budget: $1200
• $.20 Cost per click
Total Views: 6,000
Total Budget: $1200
Month 2 • 12 Blog Posts @ $100/post = $1200
• 500 views/post new posts
• 200 views/post on 12 old posts
Total Views: 8,400
Total Budget: $1200
• $.20 Cost per click
Total Views: 6,000
Total Budget: $1200
Month 3 • 12 Blog Posts @ $100/post = $1200
• 500 views/post new posts
• 200 views/post on 24 old posts
Total Views: 10,600
Total Budget: $1200
• $.20 Cost per click
Total Views: 6,000
Total Budget: $1200
#inboundILM
20. Nathan runs a business
in Wilmington. He’s
looking for help with
marketing.
#inboundILM
21. He reads the article,
then clicks on the call
to action on the side.
#inboundILM
22. He submits his contact
info so he can
download the guide.
#inboundILM
23. A few days later he comes back and spends 30 minutes on the
site learning about Huify and inbound marketing.
#inboundILM
24. Nathan Turner
Huify collects Nathan’s
information in its
marketing contact
database, and uses it to
personalize their:
• Website
• Email to Nathan
• Social media
monitoring
• Sales outreach
#inboundILM
25. The next week when Nathan’s on the site again,
Josh, reaches out to him with a phone call. A few
days later they sign a contract.
#inboundILM
30. Tips for your buyer persona
1. Formalize your persona
profile in internal
documents
2. Follow your customers
home
3. Collect assets and
documents they use
4. Conduct win/loss
interviews
5. Conduct user testing
6. Keep updating the
profile
#inboundILM
37. 189% increase in traffic. 700% increase in
search traffic.
13x increase in traffic.
“This won’t work in my industry!”
#inboundILM
38. Masonry Products
• How to build an outdoor fireplace on a budget.
• Planning an outdoor fireplace. Five common mistakes to avoid.
Fuel Additives
• Diesel Truck Performance: Conventional Wisdom Examined
• Engine Oil Treatment What One Can and Cannot Do
Financial Services
• Single Euro Payments Area: What You Need to Know
• Legal Remedies for Oppressed Shareholders
“I don’t have anything to write about!”
Bottom line: Blog about the questions your prospects ask.
#inboundILM
39. Five Quick Blogging Tips
1. Commit to 2 or 3 posts/week.
2. Put it on your company domain (e.g.,
hubspot.com).
3. Allow readers to subscribe via email.
4. Constantly experiment and measure content.
5. Be patient. It will take at least three months to
get traction.
#inboundILM
40. How can you build
traffic with social
media?
Listen and share.
41. Five Quick Social Media Tips
1. Monitor the keywords that your prospects are
searching for.
2. Automatically publish your blog posts to your social
channels.
3. Your audience will vary by channel; use different
channels differently.
4. Focus on building your reach; make it easy for people
to follow you.
5. Become an expert headline writer.
#inboundILM
42. Optimize your website.
Are your pages
using the right
keywords?
Is it easy to share
your content?
Is it accessible
on mobile
devices?
#inboundILM
43. Use Marketing Grader for Tips
Free assessment tool at: marketing.grader.com
#inboundILM
44. Where is your problem?
10,000 100 201% 10%
#inboundILM
45. Where is your problem?
10,000 100 201% 10%
#inboundILM
63. Questions?
Check my Twitter feed for the slides: @rickburnes
Free tools to help with inbound marketing and sales:
marketing.grader.com www.getsignals.com
Free assessment from Huify: http://huify.co/inboundILM
Editor's Notes
How many of you have made a purchase recently
-- heard a radio add gone out and bought it.
-- tv add
-- print add
-- direct mail
How many of you have made a purchase recently
-- heard a radio add gone out and bought it.
-- tv add
-- print add
-- direct mail