Mba inbound marketing presentation 2011
Transcript of Mba inbound marketing presentation 2011
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Introduction to Inbound Marketing & Beyond
Sean Zinsmeister
Title: Head of Marketing
Company: Rentcycle
Twitter: @SZinsmeister
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About
B2BB2C
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“It’s just Marketing…”
--David Meerman Scott
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Value of Inbound Marketing
Inbound marketing pulls buyers into your business
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What is Outbound Marketing?
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Where Outbound Lives
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Where MORE people live
800-555-1234AnnoyingSalesperson
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Solution: Inbound Marketing
Content SEO Social Media
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Good News About Inbound Marketing
Budget (Outbound) Brains (Inbound)
Flickr: Andrew Magill
Flickr: Joakim Jardenberg
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More Good News: Lower Cost Per Lead
Source: survey of hundreds of businesses: HubSpot.com/ROI
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Success Drives Investment in Inbound
Source: Survey of hundreds of businesses from HubSpot.com/ROI
Why Businesses Are Changing Marketing Budgets
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4 Steps to Successful Inbound Marketing
1. Create
2. Optimize
3. Promote
4. Convert & Analyze
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Step 1: Create Content
1. Create
2. Optimize
3. Promote
4. Convert & Analyze
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Inbound Marketers are Publishers
Stop thinking like amarketer or advertiser.
Start thinking like apublisher and socializer.
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Traditional Marketing Funnel
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Flip the Funnel
• Over 33% of Brand Advocates are rating and reviewing products or writing testimonials
• Over 60% of Brand Advocates are answering prospects’ questions
• About 30% are sharing promotional offers with their social networks
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Flip the Funnel
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Publish Everything, Everywhere
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The Blogging Engine
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Step 2: Optimize
1. Create
2. Optimize
3. Promote
4. Convert & Analyze
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SEO = Context + Authority
Ranking Algorithm:f(n): Context + Authority
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25% On-Page SEO (Context)
1. Page Title
2. Clean URL
3. Headers & Content
4. Description
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75% Off-Page SEO (Authority)
Authority is Determined by Inbound Links
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Link Building Strategy
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Social Signals
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Step 3: Promote
1. Create
2. Optimize
3. Promote
4. Convert & Analyze
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Target Your Content
Target content to your marketing
personas.
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Create an Engaging Presence
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Utilize New Marketing Channels
Remarkable Content
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Hub and Spoke
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Hub and Spoke
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Make Sharing Easy
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Social Media Promotion Generates Leads & Sales
Source: survey of hundreds of businesses: HubSpot.com/ROI
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Yes…Cold Calling
Call it “telesales” or “outbound sales” and get over it
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Step 4: Convert
1. Create
2. Optimize
3. Promote
4. Convert & Analyze
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Put Calls to Action on All Your Content
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Calls to Action
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Calls to Action
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Calls to Action
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Analyze Your Marketing
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Numbers that matter
CPA
ROI
LTV
Conversion Rate
Bounce Rate
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Listen, Listen, Listen
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Observation Marketing
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Death of The Resume
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Personal Branding
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Inbound Marketing Summary
Convert & Analyze
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Introduction to Inbound Marketing & Beyond
Sean Zinsmeister
Title: Head of Marketing
Company: Rentcycle
Twitter: @SZinsmeister