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A concept and process

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What?• acquiring customers by attracting and nurturing prospects with

exceptional content, data and customer service, not interrupting them with spam

• A way to advertise a company• Done through• E-newsletters: electronic newsletters• Whitepapers: an authoritative report or guide helping readers to

understand an issue, solve a problem, or make a decision

• SEO: (described later)• SMM: Social Media Marketing is marketing through social

media campaign, ads, etc.

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What?• Done through• Blogs: (described later)• Podcasts: type of digital media consisting of an episodic series

of audio radio, video, PDF, or ePub files• Video: visual media mostly through Youtube• eBooks: a book-length publication in digital form, consisting of text,

images, or both, and produced on, published through, and readable on computers or other electronic devices

• Also through other forms of content marketing

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What?• Effective especially for small business• Business dealing with high dollar values, long research cycles

and knowledge based products• Prospects are more likely to get informed and hire someone

who demonstrates expertise• Used for product/brand awareness

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How?Get

found

Convert

Analyze

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1. Get found• No visitors, No leads• Attract visitors to your website• They help you make foundation• Examples• Blogging• content marketing• social media• search engine optimization (SEO)

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Blogging• a discussion or informational site consisting of discrete entries

("posts") typically displayed in reverse chronological order• Inbound marketing starts with blogging• best way to attract new visitors to your website• get 55% more leads than those who don't blog• have content that attracts prospective customers

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Search Engine Optimization (SEO)• process of affecting the visibility of a website or a web page in

a search engine's "natural" or un-paid search results• customers begin their buying process online, usually at a search

engine• make sure you're listed prominently when they search• you need to• Carefully and analytically pick keywords• optimize your pages• create content• build links

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Social Media• People interact, ask and answer questions, share and discuss• marketer would want their content to be a central part of the

discussion in their industry• This would pull back people to their site enhancing sales

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Content Marketing• it means publishing content that will attract people to your

website• not restricted to a specific channel • general idea of using content to attract people to your site• also include videos, whitepapers, webinars, and other content

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2. Convert• help you take the visitors you attracted to your site• convert them into paying customers• some of the most important convert tactics:• Calls to action • Landing page• Email Marketing• Lead nurturing• Marketing Automation

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Calls to action• buttons or links that encourage visitors to take action• No leads until your call to action buttons/links aren't enticing

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Landing page• the first page that visitors see when they follow any given link• A page where visitors are automatically directed• When a website visitor clicks on a call to action they should be

sent to a landing page• Must be simple and informatic

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E-mail marketing• emails focused on useful, relevant content can build trust with

a prospect and get them ready to buy• nurture a longer-term relationship with any lead

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Lead nurturing• refers to email marketing structured in a series of emails

containing sequential content• Campaigns that are often triggered by specific landing pages• can be more relevant, and thus more likely to engage

prospects

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Marketing Automation• email marketing and lead nurturing where the email sequence

and content is based on data the recipient has allowed you to collect

• Change in messaging if a user/visitor followed you on your specific website/social media page

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3. Analysis• Critical stage• Need the analysis to check your sales• Helps figuring out ways to make it more efficient• Key metrics• Website visitors• Leads• Customers• Conversion rate• Benchmarks• Content performance

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Key Metrics• Website Visitors: these are people who found your site.

They need to be converted to leads and then customers.

• Leads: These are people who visited your site and did something (usually filled out a form) to identify themselves

• Customers: The bottom of your funnel — the goal!• Conversion rate: percentage of people who move from

one stage of your funnel to the next• Benchmarks: minimum standard that you keep to

compare and compete• Content performance: to see how well each type of content is

attracting people to your website, and how frequently are leads converting to customers

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Why?• You can be/get found for your expertise• You can connect with your target audience• You can attract people wherever and whenever you want• You can stand out as thought leader• You can generate high quality conversions• You can measure everything

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Outcomes • Long term relationships• Huge number of fans/followings• Greater circle of prospect• Increased sales • Brand/product recognition

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References• http://en.wikipedia.org/wiki/Inbound_marketing• http://www.hubspot.com/products/inbound-marketing/• http://blog.hubspot.com/blog/tabid/6307/bid/33273/Why-

Inbound-Marketing-Is-Perfect-for-Your-Niche-Business.aspx