Introduction to Inbound Marketing

thenonmarketer.compresented by: Robert Dempsey

Welcome!

Robert Dempsey

CEO & Founder

Twitter: @rdempsey

@thenonmarketer

FB: robertdempsey

LinkedIn: robertwdempsey

The Non Marketer

http://thenonmarketer.com http://twitter.com/thenonmarketer

Asking Questions

• Webinar chat

• Twitter: @thenonmarketer

You Can Win!!!

Quick Poll

Agenda

Agenda

• What

• What it isnʼt

• Why

• How

• Example

• Q&A

• Win stuff!

Agenda

‣What

• What it isnʼt

• Why

• How

• Example

• Q&A

• Win stuff!

Everyone’s Talking

http://theconversationprism.com/

Inbound Marketing (IM)

• Inbound marketing is a style of marketing that focuses on getting found by customers. This sense is related to relationship marketing and Seth Godin's idea of permission marketing. David Meerman Scott recommends that marketers "publish their way in" (via blogs etc.) in contrast to outbound marketing where they used to have to "buy their way in" (via paid advertisements). Next best action marketing can also be applied.

• Traditional marketing (outbound marketing) is where companies focus on finding customers by advertising. This sense is related to intrusion marketing and Godin's term interruption marketing.

http://en.wikipedia.org/wiki/Inbound_marketing

Major Goals

• Getting found by customers

• Building trust over time

• Establishing authority and reputation

Agenda

• What

‣What it isnʼt

• Why

• How

• Example

• Q&A

• Win stuff!

What It Isn’t

• One-way communication

• Direct sales

• Intrusive and interruptive

Agenda

• What

• What it isnʼt

‣Why

• How

• Example

• Q&A

• Win stuff!

Why Inbound

• People hate advertising

• Online research before buying

• Recommendations from friends

• Traditional is failing

• Lower cost

• Better targeting

• Investment rather than ongoing expense

Agenda

• What

• What it isnʼt

• Why

‣How

• Example

• Q&A

• Win stuff!

The Full Picture

How I Roll

Example

• Daily blog postsTwitter

• Hold a monthly webinarPromote via the blog and social media

• Capture emails on signups; some sign up for newsletter

• Send follow-up email after webinarWebinar materials

Poll

Spread the Love

• Webinar materials - slides, videoVideo

Blip.tv, Vimeo, Viddler

Embed in a blog post

Slides

Slideshare

Embed in blog post

Additional resources

Put them in the post too

Future Connections

• Two optionsAdd all attendees to a list and email about future webinars

Only email newsletter subscribers

• Iʼm testing

Agenda

• What

• What it isnʼt

• Why

• How

• Example

‣Q&A

• Win stuff!

Q&A

• Webinar chat

• Twitter: @thenonmarketer

Agenda

• What

• What it isnʼt

• Why

• How

• Example

• Q&A

‣Win stuff!

Pick Me Pick Me!

thenonmarketer@adsdevshop.com

Thank You!

Robert Dempsey

CEO & Founder

LinkedIn: robertwdempsey

Twitter: @thenonmarketer, @rdempsey

The Non Marketerhttp://thenonmarketer.com