Ultimate Beginners Guide To Inbound Marketing
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Transcript of Ultimate Beginners Guide To Inbound Marketing
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briandownard.comPocket Your Shop
INBOUND MARKETING ULTIMATE BEGINNERS GUIDE TO
An easy-to-understand overview of inbound marketing.
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by Brian Downard
Brian is an inbound marketing professional with over 5 years of experience in online marketing, including: strategy, social media, SEO, blogging, content marketing, website development, graphic design, analytics and more.
In 2011 Brian co-founded Pocket Your Shop, a full-service inbound marketing agency located in Southern California.
ULTIMATE BEGINNERS GUIDE TO INBOUND MARKETING
Connect On LinkedIn > [email protected]
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WHAT YOU WILL LEARN
1. How Marketing Has Changed
2. What Is Inbound Marketing?
3. Why Is It Important?
4. Inbound Methodology & Tools
5. Tips, Tricks & Best Practices
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HOW MARKETING HAS CHANGED
SECTION 01
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TRADITIONAL MARKETING IS
BROKEN
86% skip television ads
91% unsubscribe from email
44% of direct mail is never opened
200M+ on the Do Not Call list
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CONSUMER BEHAVIORS HAVE CHANGED, THEY ARE GOOD AT
TUNING OUT MARKETING !
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it’s not all bad news.
BUT DON’T WORRY
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90% OF INTERNET USERS BROWSE OR RESEARCH PRODUCTS ONLINE - Forrester Research
50% INTEND ON PURCHASING A PRODUCT OR SERVICE - eMarketer
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YOU DON’T FIND CUSTOMERS ANYMORE
!
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YOU DON’T FIND CUSTOMERS ANYMORE
!
THEY FIND YOU
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THE WORLD HAS CHANGED…
YOUR MARKETING NEEDS TO CHANGE
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IF YOU WANT TO ATTRACT CUSTOMERS YOU NEED TO GIVE
THEM SOMETHING THEY WILL LOVE
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SO HOW DO WE ACCOMPLISH THIS?
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UU U
U INBOUND MARKETING
UUU
SO HOW DO WE ACCOMPLISH THIS?
WITH
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WHAT IS INBOUND MARKETING?
SECTION 02
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in·bound mar·ket·ing !
A holistic, data-driven approach to marketing that attracts individuals to your brand and converts them into lasting customers.
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INBOUND MARKETING IS ABOUT ATTRACTING, NOT INTRUDING
BUILDING TRUST, NOT SKEPTICISM BEING LOVED, NOT IGNORED
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TRADITIONAL MARKETING IS LIKE BEING A CHEETAH HUNTING
IN THE JUNGLE
(SOME CHEETAHS ARE LAZY)
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GO WHERE YOUR CUSTOMERS ARE, STOP HUNTING IN THE JUNGLE
THE INTERNET HAS CREATED A DIGITAL WATERING HOLE
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PEOPLE WANT ACCESS TO GREAT INSIGHT, PEOPLE & RECOGNITION
BEFORE PRODUCTS & SERVICES
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VS.
NEW
INBOUNDOLD
OUTBOUND
Direct mail Prints ads Cold email (spam) Cold calling TV & radio ads Banner ads Trade shows
Social media SEO & blogging Content marketing Lead nurturing Landing pages Email marketing Analytics
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INBOUND MARKETING IS
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CONTENT
INBOUND MARKETING IS
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CONTEXT
CONTENT
&
INBOUND MARKETING IS
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BUILD YOUR MARKETING ASSETS (CONTENT)
Blogging Presentations & Ebooks
Visual Content Videos & Podcasts
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Segmented Email Lists Customer Personas Personalized Messaging
RIGHT CONTENT, RIGHT PLACE, RIGHT TIME (CONTEXT)
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CONTENT + CONTEXT !
= !
MARKETING PEOPLE LOVE
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WHY IS INBOUND MARKETING IMPORTANT?
SECTION 03
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WE CONDUCT 131 BILLION SEARCHES PER MONTH ON THE WEB
Per Minute………. 2,900,000
Per Hour………… 175,000,000
Per Day………..… 4,000,000,000
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70%
5%
25%
70% OF LINKS SEARCH USERS CLICK ARE ORGANIC - NOT PAID
Organic
Paid
Other
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60% OF ALL SEARCH ENGINE CLICKS GO TO TOP 3 LINKS
SHA
RE O
F C
LIC
KS
RANKING ON SEARCH ENGINE PAGE
1 2 3 4 5 6 7 8 9 10
3435
7910
13
20
27
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more leads are generated by inbound than outbound.54%lower cost per lead when using inbound marketing.61%
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INBOUND CONSISTENTLY YIELDS LOWER COST LEADS
Average Cost Per Lead Outbound vs. Inbound
100
200
300
400
2010 2011 2012
$135$143$134
$364$373
$332 } 61% lower cost per lead
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INBOUND METHODOLOGY & TOOLS
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METHODOLOGY
Find Convert Keep
FansVisitors Leads CustomersVisitors
Use inbound marketing to generate visitors, turn them into leads, convert them into
customers and create life-long fans.
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STRANGERS
VISITORS
LEADS
CUSTOMERS
FANS
YOU CAN ALSO VISUALIZE INBOUND
MARKETING AS A FUNNEL
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GET FOUND & GENERATE VISITORS
Find Convert Keep
FansVisitors Leads Customers
STEP 1
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Find
Visitors
GET FOUND & GENERATE VISITORS
Local Search Keywords & SEO Customer Personas Social Media Blogging Websites
STEP 1
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GET FOUND & GENERATE VISITORS
!
Local SearchSearch engines automatically populate local business in search results,
this helps you get found by people who are searching for businesses just like yours in your local community.
Google Places
Bing Places for Business
Yahoo Local Listings
Yellow Pages
Super Pages
Yelp
RESOURCES:
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GET FOUND & GENERATE VISITORS
!
Keywords & SEOShort or long phrases people use when searching online. Using these pre-determined keywords on your social networks, blog, content and website will help you get found by more people, drive new traffic and
increase your search engine ranking.
Google Keywords Planner
Hubspot Marketing Grader
Quick Sprout SEO
Open Site Explorer
Uber Suggest
RESOURCES:
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GET FOUND & GENERATE VISITORS
!
Customer PersonasBuyer personas are fictional representations of your ideal prospect that
help create more targeted marketing. They are based on real data, behaviors, and demographics. Where do they spend their time online?
What language do they use when searching online?
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GET FOUND & GENERATE VISITORS
!
Social MediaGrow, interact and engage with multiple online audiences that help your
business improve visibility, promote your content, generate leads and create brand advocates that help promote your business.
Google+
Industry specific networks
RESOURCES:
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GET FOUND & GENERATE VISITORS
!
BloggingDrive more traffic, build online marketing assets and establish thought
leadership by crafting insightful articles that solve your target audiences problems and helps them reach their goals. We recommend using
Wordpress unless you have a really good reason not to.
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GET FOUND & GENERATE VISITORS
!
WebsitesThe is your digital store front, this is the place where it’s okay to promote
your products, services and business. Use your website as a place to educate leads and host your content. Remember to focus on value, not
features and be sure you’re not forgetting about mobile visitors.
Wordpress
Wix
Weebly
SquareSpace
RESOURCES:
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TURN YOUR VISITORS INTO LEADS
Find Convert Keep
FansVisitors Leads Customers
STEP 2
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Find
Visitors Leads
TURN YOUR VISITORS INTO LEADS
Content Offers Calls-To-Action (CTA) Forms Landing Pages
STEP 2
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TURN YOUR VISITORS INTO LEADS
!
Content OffersThe best way to start generating leads is to create content offers, this content should provide leads with real value. Content can come in the
form of ebooks, presentations, webinars or videos. You use this content to trade visitors for their contact information in order to generate leads.
Keynote or Powerpoint
Pages or Word
ISSUU
JooMag
RESOURCES:
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TURN YOUR VISITORS INTO LEADS
!
Calls-To-Action (CTA)These are images that act like “road signs” for your blog and website visitors that entices them to check out your content offers. While they
can be used anywhere, you’ll find they are most effective at the bottom of relevant blog posts and website pages.
Keynote or Powerpoint
Vertical Response Button Builder
Button Optimizer
Photoshop
RESOURCES:
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TURN YOUR VISITORS INTO LEADS
!
FormsIt’s likely visitors will not purchase from you the first time they visit your website or blog. Use forms to capture quick contact information about your visitors, most time a simple email address will do. Make sure it’s a worthwhile offer and they know exactly what they are signing up for.
JotForm
Form Stack
Email Me Form
RESOURCES:
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TURN YOUR VISITORS INTO LEADS
!
Landing PagesDon’t let your visitors leave your website empty handed. Using landing pages you can capture lead information in exchange for a content offer you have. This helps you gather more lead information over time and
segment leads based on which content they are interested in.
Lander App
Unbounce
Ion Interactive
Instapage
Page WizLander
JotForm
RESOURCES:
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CONVERT LEADS INTO CUSTOMERS
Find Convert Keep
FansVisitors Leads Customers
STEP 3
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Convert
Leads Customers
Product Content Case Studies Social Proof Email Marketing Lead Management
CONVERT LEADS INTO CUSTOMERSSTEP 3
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CONVERT LEADS INTO CUSTOMERS
Creating content that educates your leads about your products will help them make buying decisions. Not only does this generate qualified leads
for your business, it helps leads become more ready to buy.
!
Product Content
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CONVERT LEADS INTO CUSTOMERS
!
Case StudiesProving your product works with numbers and graphs will make leads
more comfortable converting. If numbers are not applicable, use a before/after, problem/solution approach for your case studies.
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CONVERT LEADS INTO CUSTOMERS
!
Social ProofSocial proof, also known as social influence, is a psychological
phenomenon where people assume the actions of others. Use testimonials and numbers to demonstrate the value others
find in your products and services to help leads convert.
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CONVERT LEADS INTO CUSTOMERS
!
Email MarketingIn sales, timing can be a big problem. Use email marketing to nurture
your leads by consistently sending them useful content. Be sure that you are segmenting email lists based on lead behavior, interest and their
place in your marketing funnel. Take advantage of automated emails to save your business time and resources.
MailChimp
GetResponse
Constant Contact
iContact
RESOURCES:
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CONVERT LEADS INTO CUSTOMERS
!
Lead ManagementSometimes called CRM software, this tool will help your sales team stay on top of your qualified leads, track where they are in the sales process,
know which have gone cold and much more.
Base CRM
Insightly
Zoho CRM
Free CRM
RESOURCES:
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Find Convert Keep
FansVisitors Leads Customers
KEEP CUSTOMERS & CREATE FANSSTEP 4
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Keep
FansCustomers
KEEP CUSTOMERS & CREATE FANS
Online Reviews Social Media Value Add Content Analytics
STEP 4
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KEEP CUSTOMERS & CREATE FANS
!
Online ReviewsGenerating online reviews is the new word of mouth. As you learned,
your customers find you, not the other way around. This means you want customers to be saying good things about you around the internet.
Google Places
Yelp
Angie’s List
TripAdvisor
RESOURCES:
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KEEP CUSTOMERS & CREATE FANS
!
Social MediaSocial media is not only a great place to find leads, it can also be used to engage influencers and brand advocates. Use these people to help
spread your content to a wider audience and generate more leads.
Google+
Industry specific networks
RESOURCES:
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KEEP CUSTOMERS & CREATE FANS
!
Value Add ContentContent can be used for more than just generating and converting
leads. Give customers added value by teaching them how to get the most out of your products and services. This type of content also gives
you the chance to up-sell and re-convert old customers.
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KEEP CUSTOMERS & CREATE FANS
!
AnalyticsUnderstanding which aspects of your marketing are working and which
are not is crucial if you want to be sure you are using all of your resources efficiently. Analytics help you learn, make changes and grow.
Google Analytics
KISS Metrics
Piwik
StatCounter
RESOURCES:
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Find Convert Keep
FansVisitors Leads CustomersVisitors
YOUR FANS HELP GENERATE NEW VISITORS
CLOSING THE LOOPSTEP 5
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TIPS, TRICKS & BEST PRACTICES
SECTION 05
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FOCUS ON HELPING YOUR AUDIENCE REACH GOALS AND
SOLVE PROBLEMS
#01
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DO A CONTENT AUDIT AND SEE WHAT RESOURCES YOU ALREADY HAVE THAT CAN BE REPURPOSED
#02
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KEEP A BACKLOG OF CONTENT AND KEYWORDS IDEAS THAT YOU CAN REFER BACK TO AT ANY TIME
#03
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INCLUDE ALL RELEVANT SHORT & LONG PHRASE KEYWORDS WHEN
CREATING CONTENT TO OPTIMIZE FOR SEARCH ENGINES
#04
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YOUR CONTENT SHOULD HAVE KILLER HEADLINES AND FOLLOW A PROBLEM/SOLUTION, DESIRE,
ACTION APPROACH
#05
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CREATE CONTENT FOR LEADS IN DIFFERENT STAGES OF THE
BUYING PROCESS AND HELP THEM MAKE BUYING DECISIONS
#06
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CONTENT PROMOTION IS JUST AS IMPORTANT AS CREATION, IF
YOU SPEND 10 HOURS MAKING A PIECE OF CONTENT, SPEND 10
HOURS PROMOTING IT
#07
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USE SEGMENTED EMAIL AND LEADS LISTS TO PERSONALIZE MESSAGING
AND SEND TARGETED OFERS
#08
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FIND TOOLS TO HELP AUTOMATE PARTS OF YOUR MARKETING LIKE
SOCIAL MEDIA & EMAIL MARKETING
#09
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FOCUS ON IMPORTANT METRICS SUCH AS COST PER LEAD ACQUISITION & COST
PER CUSTOMER ACQUISITION
#10
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FINAL THOUGHTS
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““ THE BEST TIME TO PLANT A TREE
WAS 20 YEARS AGO, THE SECOND BEST TIME IS NOW.
- Old Chinese Proverb
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TO SUCCEED AT INBOUND
!1. UNDERSTAND YOUR AUDIENCE
2. ALIGN CONTENT WITH THEIR INTERESTS
3. PROMOTE VALUE, EMBRACE TRANSPARENCY
4. LEVERAGE BRAND ADVOCATES
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NOW YOU’VE GOT THE TOOLS YOU NEED
!
BUILD YOUR INBOUND MARKETING MACHINE
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THANKS FOR READING!
!IF YOU ENJOYED THIS CONTENT, HELP US SPREAD THE WORD
BY SHARING IT ON YOUR FAVORITE SOCIAL NETWORK.
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TURN THESE TIPS INTO ACTION
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