What is Inbound Marketing?

Introduction to the „New“ Marketing

June 2012

What is Inbound Marketing?

Inbound Marketing pulls buyers into your business

What is Outbound Marketing?

Outbound Marketing also known as Traditional Marketing push the informations about your brand or your products to the public:

• Print ads and TV / Radio ads • Telemarketing (cold calling) • Direct mail • Trade Fairs and Events • Traditional PR Releases

Therefore…

Outbound marketing strategies are becoming less effective in today’s world!

– Only 14% of the population trust ads – But 90% trust recommendations of friends,

acquaintances etc.* – Your client becomes more and more independant

using the Internet and looking by himself for solutions – Unwanted phone calls and overfilled letter boxes are

just bothering

* Lemon 5 Fresh Consulting GmbH, Offenbach

Solution = Inbound Marketing

Content SEO Social Media

* Graphik: IMU

Good News About Inbound Marketing

1. Needs more brain than money 2. Lower costs per Lead…

Source: survey of hundreds of businesses: HubSpot.com/ROI

Key Questions to Get Started

1. Am I regularly creating new, share-worthy content?

2. Am I optimizing my content for search and social media?

3. Am I promoting my content in social media conversations?

4. Am I converting as many visitors into leads and sales as I can?

4 Steps to Successful Inbound Marketing

1. Create

2. Optimize

3. Promote

4. Convert & Analyse

1. Inbound Marketers are Publishers

Time to !

Stop thinking like a marketer or advertiser…

…start thinking like a publisher and socializer!

1. Publish!

o Start blogging! 55% more website visitors for companies that blog! Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

o Publish Everything, Everywhere:

Find out the adapted communities for your marketing persona!

o Frequently shared content: • New market data, Infographics • Tips, Educational content • Content about your industry • “How to…”, “5 Mistakes to avoid…“, etc. X NO product info, NO content about you

2. SEO: More and better content…

o 25% On-Page SEO (Context):

• Page Title

• Clean URL

• Header & Content

• Description

2. SEO: … bring more links

o 75% Off-Page SEO (Authority) : Authority is determined by Inbound Links. Get more inbound links with an interesting content outside

your Website and setting the appropriate landing pages. Heighten your rank!

o SEO Algorithm = Context + Authority!

3. Promote

o Remember: It’s not about you, EVER!

o Target content to your marketing persona • You want to receive useful leads (in order to

be able to convert them later into sales). • Publish adapted content knowing what your

prospects are looking for!

o Create an engaging presence: • Remarkable content: like graphics, photos

and videos • Make sharing easy

4. Convert

o Put CTA on All Your Content • Ebook / White Paper Download • Webinar Registration • Newsletter subscription, etc.

o Use Landing Pages with Forms • Your Lead comes directly to the desirable content • You gather important initial informations (Name, Email…)

o Finally Check Your Leads • Filter out the right prospects and… • Start the next step nurturing them (with monthly personalized

emails, invitation to Webinars etc.)

4. Analyse

o Conversion Rate + Analytics o Marketing Analysis

Inbound Marketing Summary

Using Inbound Marketing you will get constantly new Leads and you will ensure new sales opportunities

– heightening brand penetration – increasing your turnover at lower costs – enhancing brand awareness – driving more visitors to your Website – with qualified Leads Optimize

Promote

Create

Convert & Analyse “Inbound Marketing is marketing using

techniques focused on getting found by prospects; inbound marketing is a more efficient and cost-effective way to do marketing. Pull in customers to your business by creating content, optimizing that content for search engines and promoting and sharing that content in social media.”

What‘s coming next: Lead Nurturing

Once you get Leads and after having them sorted out, your objective should be to convert them into customers. Start the Lead Nurturing phase and contact them regularly with emails (and gain further information about them too).

– Write a clear message (one topic per email) – Offer further valuable contents and topics – Write individually and be personal, engage your reader – Give your reader the opportunity to act (build in CTA) – Measure the results of your mailings (CTR = Click-through rate,

Opt-out, Downloads etc.)

You may so heighten your brand awareness and convert your Leads into customers.

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Get started!

Brandsensations – Inbound Marketing Strategies François Benner | Rudolph-Ulrich-Str. 4 | 41751 Viersen | Germany M +49 171 6447879 | T +49 2162 8156480 | F +49 2162 8156482 E francois.benner@brandsensations.com | USt-IdNr. DE278641216