TIME TO GET SERIOUS ABOUT

INBOUND MARKETING

Change isn’t always easy.And oftentimes…

it’s also quite scary.

New frontiers can be daunting & risky.

The unknown is so…unknown.

But the ones that forge ahead first…

get Internet famous!

Being a digital superhero willing to change things up, take risks & test new ways of reaching audiences has rarely not paid off.

In fact, it usually pays in.

“I hate tons of organic SERPs, backlinks, blog traffic, visibility, reach, authority, page ranks, followers & web domination.”

SAID NO ONE EVER.

Achieving Big Deal status online has become more difficult because it now must be EARNED.

Social Media is now the online version of traditional word-of-mouth marketing.

So the best type of brand you can be today is one that isn’t an

asshole.

Listen to your customers

Listen to your customers again (do more)

Connect with them online & just be COOL

Don’t try to sell them something right away

Stop talking about yourself so much (do less)

Offer free advice & don’t get weird about it

Contribute to conversations big or small taking place online & off

See if you can help them only after the relationship is

established (request accepted ≠“established relationship”)

And if you do these things—provide nonconventional value to your industry in addition to a great product or service—something cool happens.

You don’t have to solicit customers &

SELL your SOUL to SELL your PRODUCT.*

*At least not as much of your soul.

There’s actually a much better term for these practices than

“How to Not Be an Asshole Brand.”(#whew)

meet

INBOUND MARKETING.

INBOUND MARKETING recommends that you approach

selling as not selling at all.

WHAT.

These slides aren’t as fun…but important. If not more.

Stick with me.

25

Inbound marketing costs 62% less per lead than traditional, outbound marketing.

AVG COST/LEAD: $143

AVG COST/LEAD: $373

OUTBOUND INBOUND

SOURCE: HUBSPOT, 2011

26 SOURCE: HUBSPOT, 2011

27 SOURCE: HUBSPOT, 2011

28

57% of businesses have acquired a customer through their company blog.

SOURCE: HUBSPOT, 2011

Companies That Blog Generate 126%

More Leads Than Those That Don’t

Source: HubSpotSurvey N = 2,300

81% of Consumers Trust Information

and Advice From Blogs

Source: BlogHer

The average company

that blogs generates

97% more inbound links

Source: HubSpot

The average company

that blogs generates

434% more indexed pages

Source: HubSpot

Socia l media

produces

the marketing leads of

tradeshows, telemarketing,

direct mail, or PPC.

Source: HubSpot

2X

Socia l media lead

convers ion rates are

than average conversion rates.

Source: HubSpot

13% higher

The average company

that blogs generates

55% more website visitors

Source: HubSpot

Only 25% of Leads Are Sales-ReadyThe Other 75% Need to Be Nurtured

Source: Gleanster Research

79% of Leads Never Convert into SalesLack of Lead Nurturing Contributes to This Problem

Source: MarketingSherpa

SERIOUS.

Thanks for getting to this slide with me.

//amber at liftdivision dot com

//afehrenbacher at gmail dot com

//@afehrenbacher

//linkedin.com/in/afehrenbacher

//quora.com/Amber-Fehrenbacher

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