Inbound Marketing Ecosystem

Inbound Marketing ecosystem How content, social media, search engine optimization, and marketing automation work together to grow your business. How many U.S. adults research products online? What's the growth rate? Adults who researched products "yesterday:" 92% 78% Est. US researched 21% adults online use search research 21% a product, 15% YESTERDAY 185M engines to find info products & services (that's 39M) 9% In the near future, virtually ALL adults will use search engines to find information Feb '04 Sep '07 Sep '10 96% for young adults (age 18-29) 1 133% from 2004 What are the latest marketing trends? inbound 9X decrease in response rate of credit card direct mail offers (from .028 in '98 to .003 in '06) 2.7X US users spend 2.7 times more time on social media & blogs than on email of businesses reported that Tradeshows 28% became less important over last 6 months 91% of US adults use social media at least monthly 44% of direct mail is never opened 64% of US internet users read blogs 86% of people skip TV ads 62% say their company blog is 'Important' to 'Critical' decrease in % of Budget allocated to Telemarketing (from 10% in '09 to 5% in '11) 13% of marketing budgets is allocated to SEO outbound "Marketers need to build digital relationships and reputation before closing a sale." - Chris Brogan President, Human Business Works The Ecosystem More pages / places contain your keywords Benefits of Social / Feeds: - faster indexing by Google/Bing - amplification, engagement - t rankings due to personalization Include relevant keywords & a catchy title More income to support inbound marketing in 1. Publish new content* regularly Retention Google/Bing index more of program keeps customers your pages, happy for future sales Discovery more often 2. More Your pages people find it naturally results 4. More Your show up for Lead leads more searches, Business converts convert higher in consideratio Lead Scoring tells you when lead is ready to buy Catchy title ensures people will click on 3. More visitors More eyes on your your listing content become leads Lead Nurturing program keeps Call-to-actions & internal linking motivates visitors to explore your services power of links Higher search More inbound links leads interested rankings More visitors fill out your forms Higher website authority * Content Discovery + Need Realization Consideration + Conversion Retention Tools / Channel Blog posts absolutely! include CTAS! yes Wordpress, Blogger, etc. eBooks / White Papers educational absolutely! best practices downloadable PDFS Guest blogging get new readers for thought leadership for thought leadership off-site Infographics yes blog News & PR yes news sites, social media Podcasting yes iTunes; on-site Q&A sites / Comments yes Quora, LinkedIn, etc Social Networks yes yes follow & engage! Twitter, Facebook, etc. Video educational promotional, w/ benefits informational YouTube; on-site Webinars educational absolutely! refreshers GoToWebinar; SlideShare Bottom line: Leads acquired thru inbound marketing cost 62% less! Created by Slavik Volinsky • follow @svolinsky • VolinskyConsulting.com Thanks for inspiration to: • HubSpot & SEOmoz Special thanks to: • @kippbodnar • @mvolpe • @clarktaylor Sources HubSpot, TargetMarketingMag, eMarketer, Census.gov, Experian, EPA.gov, Nielsen, Pew Research, The Guardian. Visit http://bit.ly/inboundecosystem for direct links to sources. Retention conversion eed Realizatio.