INBOUND MARKETING

How to turn content into a consistent flow of new prospects and customers that prefer your products and services!

Agenda

1) What is Inbound Marketing

2) Why inbound marketing has become so popular with successful marketers

3) Bottom-line business benefits of inbound marketing

4) 7 smart ways to use inbound marketing to attract new customers

5) General guidelines for creating inbound content that rocks

WHAT IS INBOUND MARKETING

Relevant content at the right place and time

✓ Turning strangers into customers and loyal promoters/fans

✓ Delivering helpful content aligned to your customer’s interests

✓ Organically attracts customers and keeps them coming back

✓ Attract > Convert > Close > Delight

Drive Traffic To Your Website

Convert TrafficTo Qualified Leads

Attract

Convert

Close

Delight

Nurture Leads andTurn Into Customers

Inspire CustomersTo Come Back For More and Tell Their Friends

WHY INBOUND MARKETING HAS BECOME SO SUCCESSFUL

Positioning

Credibility and AuthorityPositions your biz as an expert resource that people can trust

Permission

Gives You Permissionfrom your audience to communicate

with them and eventually sell

Persuasion

Credibility + Permission = More SalesAttract More Buyers | Buy Faster And More

Often | Higher Value

Proliferation

Your “audience” become promotersGood Educational Content gets shared

Partnerships

Become an Authority In Your Community

Which can be leveraged to increase sales

BOTTOM-LINE BUSINESS BENEFITS OF INBOUND MARKETING

The Payoff – Bottom Line Benefits

✓ Wider Brand Reach

✓ Expert Positioning

✓ Attract Business

✓ More Referrals

✓ More Value!!

8 SMART WAYS YOU CAN USE INBOUND MARKETING TO

ATTRACT NEW CUSTOMERS

Example 1: Infographics

✓ Our Brains are Visual

✓ Images get more shares and Likes

✓ Enjoy 12% more traffic

Example 2: Webinars & Live Presentations

✓ Caters to different Learning Styles

✓ Shows your Personality

✓ Explain Complex Concepts

Examples of Some Live presentations

What you’re watching Right Now!

Lunch & Learns Live Events

SpeechesTrade shows, etc.

Example 3: Blogging & Article Marketing

✓ 55% more visitors

✓ 97% more inbound links (better SEO!)

Example 4: Social Media

✓ Aggregate existing content

✓ “Piggyback” off existing audience

✓ Share in multiple social networks

Examples of Some Social Media Use

LinkedIn Groups[connect with others in your

industry]

Quora[Instant credibility by answering

questions]

Pinterest[engage your audience using

media]

Tactic #5: Video Marketing

✓ 85% more likely to purchase product or service

✓ 50x better chance of ranking on Page One

✓ 22% of small businesses will do it in next 12 months

Examples of Some Best Practices of Video Marketing

EDUCATIONAL/HOW-TO[ESTABLISH TRUST AND

CREDIBILITY]

ENTERTAINMENT[CONVERT YOUR AUDIENCE

INTO FANS]

PERSONALITY[CONNECT WITH YOUR

AUDIENCE]

Tactic #6: Podcasting

✓ More smartphones = larger audience

✓ Simpler than video (easy to get started)

✓ Separate yourself from the pack

Examples of Some Best Practices for Podcasting

TUTORIALS/HOW-TO[ESTABLISH TRUST AND

CREDIBILITY]

INTERVIEWS[GIVE YOUR AUDIENCE WHO

THEY WANT]

Q&A[ANSWER YOUR CUSTOMER’S

QUESTIONS]

Tactic #7: Publish a “shook” (short book)

✓ Instant credibility by being a published author

✓ Hard to ignore printed

✓ Book (vs. email, pdfs, etc.]

Tactic #8: Monthly e-Newsletters

✓ $1 spent on email marketing turns into $40 revenue

✓ 77% of small business owners report email helps them increase revenue

Examples of Some Best Practices for a Newsletter

Kayak.com: gets you excited about the idea of traveling

[and not just promoting their travel specials]

GENERAL GUIDELINES FOR CREATING INBOUND CONTENT

THAT ROCKS

General guidelines for Educational Content

✓ Play to your strengths

✓ Show your personality – be real

✓ Survey to find out what people want

✓ Develop an editorial calendar

✓ Start simple – aggregate external content (Before creating your own)

Take action and reap the rewards

✓ Wider Brand Reach

✓ Better Positioning

✓ Attract Business

✓ More Referrals

✓ Happy Customers

✓ Plan & execute✓ Don’t need a huge budget✓ Give ‘em what they want✓ Be consistent and commit to

high-quality content

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