Inbound Marketing: Don’t buy your customers’ attention. Earn it.
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Transcript of Inbound Marketing: Don’t buy your customers’ attention. Earn it.
INBOUND MARKETING Don’t buy your customers’ attention. Earn it.
Alex Rascanu l Marketing Manager
#InboundTO l April 2013
Some of our clients...
We’re in business because we believe that great
brands need both voice and visibility in order to
connect people with what matters.
A boutique, full-service digital marketing agency in
Toronto, Powered by Search is a PROFIT HOT 50-ranked
agency that delivers search engine optimization, pay per
click advertising, local search, social media marketing, and
online reputation management services.
Featured in...
How Marketing Was Done in the Past
1887
1952
1958
1995
1996
Quite a Few People Still Do
Marketing This Way...
2009
2013
2013
2013
... Many Decision-Makers Think That This
Is How Online Marketing Works
MUCH OF THIS IS MERELY INTERUPTION MESSAGING,
WHICH CAN GET RESULTS IN THE SHORT RUN BUT
OFTEN COMES CLOSE TO HARASSMENT.
This Is In Line With Classical /
Outbound Marketing Thinking…
TV ADS
NEWSPAPER ADS RADIO ADS
MAGAZINE ADS
PUBLIC TRANSIT ADS
OUTDOOR
BILBOARDS
DIRECT MAIL
The Common Theme? An Unhealthy Focus on
Controllable, Spend-Driven Channels
COLD CALLING
EMAIL SPAM
TELEMARKETING
TV ADS
NEWSPAPER ADS RADIO ADS
MAGAZINE ADS
PUBLIC TRANSIT ADS
OUTDOOR
BILBOARDS
DIRECT MAIL
The Common Theme? An Unhealthy Focus on
Controllable, Spend-Driven Channels
COLD CALLING
SALES FLYERS
EMAIL SPAM
TELEMARKETING
TV ADS
NEWSPAPER ADS RADIO ADS
MAGAZINE ADS
PUBLIC TRANSIT ADS
OUTDOOR
BILBOARDS
DIRECT MAIL
The Common Theme? An Unhealthy Focus on
Controllable, Spend-Driven Channels
COLD CALLING
SALES FLYERS
EMAIL SPAM
TELEMARKETING
TV ADS
NEWSPAPER ADS RADIO ADS
MAGAZINE ADS
PUBLIC TRANSIT ADS
OUTDOOR
BILBOARDS
DIRECT MAIL
The Common Theme? An Unhealthy Focus on
Controllable, Spend-Driven Channels
COLD CALLING
SALES FLYERS
EMAIL SPAM
TELEMARKETING
THE SOLUTION?
INBOUND MARKETING BUT BEFORE WE GO IN MORE DETAIL ABOUT IT…
There Are Two Big Problems With
Outbound Marketing
1. Click Distribution
Source: Forrester’s Interactive Marketing 2012 Report. Via: SEOMoz
2. Cost of Acquisition
Alan harasses you with paid
ads for things you aren’t
interested in buying.
His customer acquisition cost
is $300.
Steve takes the time to
understand you, builds
relevant content, and peaks
your interest through inbound
marketing channels.
He spends $75 to acquire a
new customer.
Steve can acquire 4 times as
many customers as Alan.
Or he can spend the
$225/customer difference
to improve his product or
service.
Would you want to be the outbound marketer
Alan or the inbound marketer Steve?
LET’S HAVE A THINK ABOUT WHAT
MARKETING IS MEANT TO BE
MARKETING:
COMMUNICATING TRUE VALUE &
SIGNIFICANCE TO YOUR AUDIENCE WHEN DONE RIGHT, MARKETING DELIVERS QUALITY LEADS IN A SUSTAINABLE
WAY. “MARKETING IS THE DIFFERENTIATING UNIQUE FUNCTION OF ANY
BUSINESS.” (HARVARD PROFESSOR PETER DRUCKER)
We recommend that marketers
“earn their way in” rather than
having to “buy, beg or bug
their way in.”*
* marketing strategist David Meerman Scott
How Should You Go About Communicating True
Value and Significance To Your Audience?
Inbound Marketing earns the
attention of customers rather than
buying it, makes the company/ project/
idea easy to be found, and draws
customers to the website by producing
relevant and interesting content.
Image source: HubSpot
Create Marketing People Love: Relevant and Helpful
The Inbound Marketing Process
Source: HubSpot
Inbound Marketing: Aligned with
the Purchase Funnel
The Purchase Funnel has served marketers well, but a
recent study by global researcher Latitude found that…
87% of consumers now
travel a less linear,
more complex pathway
to final purchase
The study identified six behavioural or mental states a
buyer experiences when considering a purchase…
The Purchase Loop:
The proposed process considers emotions and isn’t linear - a person can
bounce from one stage to another as they make their way to final purchase.
Channels relied upon during the purchase process:
The internet far outweighs all other marketing channels in influencing
purchase decisions. Millions of dollars are still being spend by brands on
TV ads to "build awareness" even though it’s the least influential channel.
How To Make Inbound Marketing
Work For You
1. Create Great Content
2. Be Visible In Search Results
3. Optimize Your Site for Conversions
4. Engage on Social Media
5. Mentions/Links from Blogs
6. Media Coverage
7. Events: Speak, Organize,
and Attend
8. Combine More Inbound Marketing
Channels to Win!
LET’S GO
OUT THERE
& BUILD
AWARD-WINNING
INBOUND
MARKETING
CAMPAIGNS
THANK
YOU
VERY
MUCH!
Powered by Search
www.poweredbysearch.com
Alex Rascanu
t: @alexrascanu