INBOUND MARKETINGA leads magnet

Conference at the UBA’s Digital Commission.

INBOUND MARKETINGWhat is it ?

Why doing it ?How to do it ?

What is it ?INBOUND MARKETING

• Permission• Non-intrusive• Relational

Pull Marketing

Why doing it ?INBOUND MARKETING

• Getting information• Entertainment• Buying

People are going on the web for :

Adapt communication to the way people use the web to get found naturally.

How to do it ?INBOUND MARKETING

CONTENT

INBOUND

ATTRACTNEW CUSTOMERS

SOCIAL MEDIA

SEO

INBOUND MARKETING OUTBOUND MARKETINGVSContrasted & Complementary

VS

INBOUND MARKETING OUTBOUND MARKETING&Contrasted & Complementary

INBOUND OUTBOUND

VS

INBOUND MARKETING OUTBOUND MARKETING&Contrasted & Complementary

INBOUND OUTBOUND

VS

INBOUND OUTBOUND

INBOUND MARKETING OUTBOUND MARKETING&Contrasted & Complementary

INBOUND MARKETING OUTBOUND MARKETING&Contrasted & Complementary

PAID

INBOUND

OWNED EARNED

Today’s websitesand their marketing efficiency

FactsToday’s websites

99% of websites’ visitors are human

On the web, consumers are active

On the web, traditional marketing doesn’t work that well

They have emotions

Ability to visit multiple websitesUse others recommendations to make their choice

Today’s websites8 mistakes

Mistake 1Today’s websites

WHO THE HECK ARE THESE PEOPLE?

DOES SHEREALLY WORK AT YOUR COMPANY?

BECAUSE SHE ALSO WORKS AT OTHER COMPANIES!

Do you really think people are stupid ?Be more human / Be more authentic.

Don't be afraid, let visitors enter and smile to them !

Mistake 2Today’s websites

NO BLOG.

Blog - What for ?

Communicate your brand’s values

Be Google’s best friend

Feed your social networks

The best outbound relay

Don't forget what people want is not a beautiful design but they want you to meet their needs.

Having a BLOG - Results

55% More Website Visitors for Companies That Blog

434% More Indexed Pages forCompanies That Blog

97% More Inbound Links forCompanies That Blog

2.500

2.000

1.500

1.000

500

10.000

8.000

6.000

4.000

2.000

18.000

16.000

12.000

8.000

4.000

Don't Blog Don't Blog Don't BlogBlog Blog Blog

Mistake 3Today’s websites

NO CONTENTSTRATEGY.

• What are they are looking for ?• What do they want to learn ?• What are their questions/problems?

Be customer-centred and not self-centred.

Be content creators.

• Confidence & Quality• Get found easily

2 main Advantages

People love stories, so create content that People love.

Stop advertising, start publishing.

Mistake 4Today’s websites

DON'T LIKEPENGUIN.

Google Penguin doesn’t consider this anymore.STOP BUYING BACKLINKS

" DON’T BUY IT, DESERVE IT "

Solution - Generate inbound linksEarn them through great content.

People don't only type one keyword !

All competitors are fighting for the same keywords

19% of overall searches have never been typed before

People type “long tail” searches

Mistake 5Today’s websites

CONTACT US.

75%

22%3%

75%

22%3%

Smart Calls-to-action & Landing pages

Contact us

Result - Increase lead generation

Answer people’s need through whitepapers

“Give-to-get” strategy

Mistake 6Today’s websites

NO CONTEXT.

People are on your website for a specific reason.Create a context between page content and the call-to-action.

" If content is king, context is god "

Result -Increase lead generation

Mistake 7Today’s websites

BOTTOM ONLY.

Do you think social media don't bring any sale ?

The last traffic source doesn’t mean the only one important.

You need to track leads behavior on your website.

Analyze your overall funnel of conversion.

Mistake 8Today’s websites

NO REACTIVITY.

If you can't react quickly, why having a real-time analysis ?

Control your ROI.

Real-time marketing

Overall analysis of your webmarketing actions.

A/B testing

Short-term campaigns.Quick promotions.Website content about the general news.

Your calls-to-action.Your landing pages.

INBOUND MARKETINGFacts & Figures

Facts & FiguresINBOUND MARKETING

Average Distribution of Lead Generation Budgets,SMALL VS. LARGER BUSINESSES

1 to 5 EmployeesOver 500 Employees

Ave

rage

% B

udge

t

18%20%

10%

0%

14%

11% 11% 11%10%

5%

17%

7%

11%

5%

9%

4%

7%

3%

7%

Social Media

TradeShows

DirectMail

TelemarketngPPC(Paid Search)

Blogs EmailMarketing

SEP(Organic Search)

The 2012 State of Inbound Marketingwww.HubSpot.com/SOIM

Facts & FiguresINBOUND MARKETING

Average Distribution of Lead Generation Budgets,SMALL VS. LARGER BUSINESSES

Ave

rage

% B

udge

t 20%15% 15%

9%7%

4%2%

12%

4%

8%

0%

The 2012 State of Inbound Marketingwww.HubSpot.com/SOIM

Data pulled from analytics tracking of a sample of over

1.000 HubSpot customers

Facts & FiguresINBOUND MARKETING

Average Cost Per Lead Inbound vs. Outbound

Ave

rage

Cos

t P

er L

ead

$400

$0

15%

2010 2011 2012

The 2012 State of Inbound Marketingwww.HubSpot.com/SOIM

61% Lower Cost per Lead

Outbound MarketingDominated

Inbound MarketingDominated

?

&ALL IN ONE MARKETING SOFTWARE.

Get Found

BLOGGING ANDCONTENT MARKETING

CALL TO ACTION

SEO LANDING PAGE

ANALYSEBEHAVIOURS OF YOUR

ANALYSE PERFORMANCE OF YOUR

RETURN ONINVESTMENT

SOCIAL MEDIA MARKETINGAUTOMATION

• Helping for your SEO • Impact analysis

You need great calls-to-actionto generate leads

• Find and analyze the most performant keywords • Inbound links analysis • Reputation

• A/B testing • Forms

• Visitors • Leads • Clients

• Content • Social Media • Global website

• Measurement tool in order to have an excellent ROI from your marketing actions

• Track your mentions online • Schedule and publish posts • Analytics to see if your efforts are paying off

• Automate your funnel with workflows and automation

Convert Analyse

HubSpot

• Social Medias tools• SEO tools

• Call-to-action• Landing pages

1. HubSpot helps you to bring trafic to your website

2. HubSpot helps you to convert your trafic into leads

& Social MediaHubSpot

Create, Schedule and Send Posts Across Social Channels.

See Which Leads are Clicking on Your Social Content.

& Social MediaHubSpot

Quickly Track Interactions and Grow Your Reach.

Find Your Social Media Influencers.

& SEOHubSpot

Keywords - Find and track your best-performing keywords

Inbound Links - Identify which sites are giving you link love.

& SEOHubSpot

Page-Level SEO - Evaluate individual pages on your site.

& Calls-to-action / Landing pagesHubSpot

Smart calls-to-action - personalize offers for each visitor.

A/B Test everything for Better Conversions.

& Calls-to-action / Landing pagesHubSpot

Smart Fields: Make things easier for your leads.

What next ?HubSpot

Grade your website on www.marketinggrader.com

CONCLUSION

ResultsINBOUND MARKETING

Improve sales close rates by 50% or more

Generate leads at 1/3 the cost of Push Marketing Shortens the sales cycle by 20%-40%

Protects your pricing from margin erosion

Pull Marketing is a great way to stay in touch with prospects and convert them later

Pull Marketing is a great way for retaining customers

3 questions to make it work !INBOUND MARKETING

Do you create and promote interesting and unique value-added content?

Does your webmarketing plan include converting traf- fic into leads before converting them into customers?

Do you know which activities are working and which are not?

Pull Your Costumers Toward You !