The future of marketing.

Rick Burnes (@rickburnes)#inboundILM

1 What is marketing?

2 What is inbound marketing?

3 How inbound marketing works

4 Inbound marketing tactics (attract, convert, close)

5 Q&A

Slides to be posted via Twitter: @rickburnesEvent hashtag: #inboundILM

1 What is marketing?

#inboundILM

Build Trust (Brand Marketing)

Attract Customers

(Demand Gen)

#inboundILM

#inboundILM

That playbook isBROKEN.

86% skip TV ads

91% unsubscribefrom email

200Mon the

Do Not Call list

44% of direct mail is never opened

#inboundILM

Because the customer is in control.

#inboundILM

2 What is inbound marketing?

#inboundILM

Inbound marketing is marketing that people love.

#inboundILM

Cold Calling Print Advertising

Cold Emails (SPAM)Interruption

SEOBloggingSocial MediaAttraction

INBOUNDTRADITIONAL

vs.

#inboundILM

Build Marketing Magnets

Blogs Interactive

Tools

Photos &Infographic

s

Videos &Podcasts

Presentations& eBooks

#inboundILM

Inbound is good karma.

#inboundILM

And it’s cheaper.

#inboundILM

Quality content is an annuity.

#inboundILM

Quality content is an annuity.Blog Paid

Month 1 • 12 Blog Posts @ $100/post = $1200• 500 views/postTotal Views: 6,000Total Budget: $1200

• $.20 Cost per clickTotal Views: 6,000Total Budget: $1200

Month 2 • 12 Blog Posts @ $100/post = $1200• 500 views/post new posts• 200 views/post on 12 old postsTotal Views: 8,400Total Budget: $1200

• 12 Blog Posts @ $100/post = $1200• 500 views/postTotal Views: 6,000Total Budget: $1200

Month 3 • 12 Blog Posts @ $100/post = $1200• 500 views/post new posts• 200 views/post on 24 old postsTotal Views: 10,600Total Budget: $1200

• 12 Blog Posts @ $100/post = $1200• 500 views/postTotal Views: 6,000Total Budget: $1200

#inboundILM

Quality content is an annuity.Blog Paid

Month 1 • 12 Blog Posts @ $100/post = $1200• 500 views/postTotal Views: 6,000Total Budget: $1200

• $.20 Cost per clickTotal Views: 6,000Total Budget: $1200

Month 2 • 12 Blog Posts @ $100/post = $1200• 500 views/post new posts• 200 views/post on 12 old postsTotal Views: 8,400Total Budget: $1200

• $.20 Cost per clickTotal Views: 6,000Total Budget: $1200

Month 3 • 12 Blog Posts @ $100/post = $1200• 500 views/post new posts• 200 views/post on 24 old postsTotal Views: 10,600Total Budget: $1200

• $.20 Cost per clickTotal Views: 6,000Total Budget: $1200

Total 25,000 views 18,000 views

#inboundILM

#inboundILM

2 Two Inbound Marketing Examples

#inboundILM

Nathan runs a business in Wilmington. He’s

looking for help with marketing.

#inboundILM

He reads the article, then clicks on the call to action on the side.

#inboundILM

He submits his contact info so he can download the guide.

#inboundILM

A few days later he comes back and spends 30 minutes on the site learning about Huify and inbound marketing.

#inboundILM

Nathan Turner

Huify collects Nathan’s information in its marketing contact database, and uses it to personalize their:• Website• Email to Nathan• Social media

monitoring• Sales outreach

#inboundILM

The next week when Nathan’s on the site again, Josh, reaches out to him with a phone call. A few

days later they sign a contract.#inboundILM

Free educational resources build trust and attract prospects.

#inboundILM

3 How to get started with Inbound Marketing

#inboundILM

Start with your buyer persona.Who are you trying to attract?

#inboundILM

Tips for your buyer persona1. Formalize your persona

profile in internal documents

2. Follow your customers home

3. Collect assets and documents they use

4. Conduct win/loss interviews

5. Conduct user testing6. Keep updating the profile

#inboundILM

Where is your problem?

#inboundILM

Where is your problem?

1000 200 2020% 10%

#inboundILM

Where is your problem?

1000 200 2020% 10%

#inboundILM

Build Traffic With Content

#inboundILM

Web pages are lottery tickets.

#inboundILM

To print tickets, write blog posts.

#inboundILM

189% increase in traffic. 700% increase in search traffic. 13x increase in traffic.

“This won’t work in my industry!”

#inboundILM

Masonry Products• How to build an outdoor fireplace on a budget.• Planning an outdoor fireplace. Five common mistakes to avoid.

Fuel Additives• Diesel Truck Performance: Conventional Wisdom Examined• Engine Oil Treatment What One Can and Cannot Do

Financial Services• Single Euro Payments Area: What You Need to Know• Legal Remedies for Oppressed Shareholders

“I don’t have anything to write about!”

Bottom line: Blog about the questions your prospects ask.#inboundILM

Five Quick Blogging Tips1. Commit to 2 or 3 posts/week.2. Put it on your company domain (e.g.,

hubspot.com).3. Allow readers to subscribe via email.4. Constantly experiment and measure content.5. Be patient. It will take at least three months to get

traction.#inboundILM

How can you build traffic with social media?

Listen and share.

Five Quick Social Media Tips1. Monitor the keywords that your prospects are searching for. 2. Automatically publish your blog posts to your social

channels.3. Your audience will vary by channel; use different channels

differently.4. Focus on building your reach; make it easy for people to

follow you.5. Become an expert headline writer.

#inboundILM

Optimize your website.

Are your pages using the right keywords?

Is it easy to share your content?

Is it accessible on mobile devices?

#inboundILM

Use Marketing Grader for Tips

Free assessment tool at: marketing.grader.com #inboundILM

Where is your problem?

10,000 100 201% 10%

#inboundILM

Where is your problem?

10,000 100 201% 10%

#inboundILM

How do you generate leads?

Experiment With Different Offers

Create a Give-Get With Landing Pages

#inboundILM

Mo Landing Pages, Mo Leads

#inboundILM

Where is your problem?

10,000 2,000 2020% 1%

#inboundILM

Where is your problem?

10,000 2,000 2020% 1%

#inboundILM

Inbound sales is like sales at

(It’s driven by context.)

#inboundILM

My wife’s Amazon My Amazon

Personalize & Automate Email

#inboundILM

Personalize Your Website

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Track prospects’ social activity.

#inboundILM

Use the activity to drive sales.Nathan Turner

#inboundILM

No Context Context#inboundILM

4 Final Thought

#inboundILM

#inboundILM

#inboundILM

Questions?

Check my Twitter feed for the slides: @rickburnes

Free tools to help with inbound marketing and sales:marketing.grader.com www.getsignals.com

Free assessment from Huify: http://huify.co/inboundILM