The Fundamentals of Inbound Marketing

INBOUND MARKETING WHAT What is inbound, what is not. CUSTOMERS COME THROUGH SEARCH COMMUNICATION IS 2 MARKETERS SEEK TO EARNING MARKETERS PROVIDE VALUE WAY AND INTERACTIVE ENTERTAIN AND/OR ENGINES, EDUCATE SOCIAL MEDIA VS CUSTOMERS ARE MARKETERS PROVIDE MARKETERS RARELY COMMUNICATION IS ISOUGHT OUT THROUGH LITTLE OR NO ADDED SEEK TO ENTERTAIN BEGGING ONE WAY PRINT, TV, RADIO, OR EDUCATE VALUE COLD CALLS YAWN WHO Successful companies do inbound marketing 31M LIKES SOCIAL MEDIA TRAFFIC STARBUCKS SALESFORCE salesforce 2500% 2.8M FOLLOWERS million fans on their social Starbucks gathered over 34 Social media traffic was up 2,500%, there were 6,500 newsletter sign-ups, and 10,000 ebook downloads. This effectively translated to NEWSLETTER SIGN-UPS 6500 networks, by introducing innovative ways to keep in touch with their customers, like challenging their baristas to know their regulars on a first name basis. EBOOK DOWNLOADS 10000 COFFE 10,000 leads. LEADS 10000 WHY Trackable ROI, costs less, consistent lead flow Inbound Marketing costs 61% less per lead than traditional outbound marketing 61% LESS BELOW AVERAGE COST PER LEAD, % RESPONDENTS BY LEAD CHANNEL 60% 52% 45% 38% 40% 34% 33% 28% 19% 20% 0% BLOGS DIRECT TELEMARKETING MAIL SOCIALMEDIA SEO PPC TRADE SHOWS ABOVE AVERAGE COST PER LEAD, % RESPONDENTS BY LEAD CHANNEL 48% 40% 26% 26% 25% 20% 14% 14% 10% 0% TRADE SHOWS DIRECT TELEMARKETING PPC MAIL SEO SOCIALMEDIA BLOGS WHEN More effective than it's ever been Dex and Dex Plus yellow pages company experienced a 63% drop in revenue from 2009 to 2010. 91% of email users have unsubscribed from a company email that they previously opted into. 44% of direct email is never opened. 200M Americans have registered their phone numbers on the FTC's 'do not call' list. 86% of people skip television ads. HOW Inbound Marketing is done INBOUND MARKETING DELIVERY MECHANISMS INBOUND MARKETING DELIVERABLES SOCIAL BOTTOM LINE: CONTENT IS KING in White papers Ebooks Blogs SEO AD Infographics Podcasts Videos WHERE Where to find inbound marketing Outsourced lead generation gives 43% better results than in-house In-House Outsourced strategy Welcome to marketing managed." marketing managed." marketingmanaged.com leads media Sources • Mashable.com/2012/09/13/inbound-marketing-strategies/ • Blog.hubspot.com/blog/tabid/6307/bid/31555/in- bound-leads-cost-61-less-than-outbound-new-data.aspx • Hubspot.com/SOIM • Nuartisan.net/tips/seo/decline-yellow-pages/ • Marketingsherpa.com/ identity