The Power of Inbound Marketing
description
Transcript of The Power of Inbound Marketing
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- By Marcus Ho / @homarcus*You’re in for a finger lickin’ good time ;-)
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1921
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1955
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1970
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Unfortunately though, many marketers still do it this way…
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Do they still work?
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Only 18% of Television Advertisements Generate A Positive ROI
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18.7% 10.1% 11.7% 14.8%
18.1% 68.7%
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How Do People Buy Today?
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Investigate Options
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Ask Our Friends
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Seeking Advice from Influencers/Experts
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Forums and Q&As
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Currently, there are more than 3 billion searches/day
on Google
Search
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Users: 10mm 750mm 200mm 120mm 10mm
Users: 14mm Millions 14mm 6.5mm
Social Networks
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Forums and Niche Communities
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Video and Multimedia Portals
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Blogs
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Paid drives <15% of web
traffic(but wins a whopping
$31+ Billion of investment in 2011)
Unpaid drives 85%+ of traffic
(but garners only ~$5 billion of
investment in 2011)
Inbound Marketing is Under-Invested
Percent of Web Traffic from Various Sources to the Average Website
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Every Marketer Sees This:
But That’s Not Reality
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Referring + Other = 50% of our traffic? But this chart is basically saying Twitter, Facebook, blogs, feed readers and every non-search site that sends traffic is exactly the same.
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All the traffic we receive that isn’t the result of paid acquisition or advertising (in ISH’s case – 95%+)
comes from Inbound Marketing!
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Site that offers:• Unique Research• Informed Opinions• News/Trend Analysis• Multimedia Content• Authentic Expert Contributors• Quality Discussion/Interaction
Referenced by industry
blogs
Mentioned in news
publications
Cited at conferences + events
Liked/Shared on Facebook
Links are Tweeted
Answers on Q+A sites reference its resources
Forum discussions link to its pages
People email links to each
other
You Must Become a Hub for GreatContent in Your Industry
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Twin Engines for Inbound Marketing
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Search Engine Optimization (SEO)
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Social Media
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Social Media HISTORY
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Early internet included…
Message Boards
Web Forums
Chat rooms
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Now Social Media Is ….
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Successful stories…
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Qatar Airways
Gave away 100 free air-tickets
Generated $400,000 in revenue in 3 months
Built an 86,000 e-mail database through Sweepstakes in less than a month
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Hilltop “THE GYM”
Offered a Free Muay Thai trial class
Eliminated all forms of paid offline/traditional marketing
Generates on average 60 leads for their gym outlet every month
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How to Implement aSocial Media
Strategy?
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Listening First
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Brand Core
Values
Pillars
Mission
Writing Style
CharacteristicsCulture
Tone
Viewpoint
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What Is Your Brand’s
?
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Increase website traffic - % increase in unique visitors
Improve search engine rankings – SERP
Increase sales conversions - # conversions
Increase brand/product awareness – Reach (# of followers, fans on Facebook, etc.)
Improve brand reputation – Sentiment and Passion
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Questions & Comments?
THANK YOU VERY MUCH
Internet Success Hub:www.internet-success-hub.com
@homarcusfb.com/marcuskahohttp://linkd.in/[email protected]