INBOUND MARKETINGAmerican Marketing Association, Hampton Roads Chapter

November 15, 2012

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The New World Order• People hate being

marketed to

• People can increasingly avoid marketing messages (new technologies)

• People can research your product or service without contacting you

• The buyer is in control

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Gary Vaynerchuk

“Marketing just got hard.”

Inbound 2012, Boston

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What Can I Do?

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Think Like a Publisher

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Outbound vs. Inbound

AdvertisingDirect Mail

Telemarketing

BloggingSEO

Social Media

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Inbound marketing in a nutshell

1. Get found online

2. Convert visitors & leads

3. Analyze & Improve

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1. Get Found Online

• Keyword Research

• Persona Development

•Website

• SEO

• Blogging

• Social Media

Thursday, November 15, 2012

1. Get Found Online

• Keyword Research

• Persona Development

•Website

• SEO

• Blogging

• Social Media

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Persona Development

• Beyond demographics

• Their goals, desires, and limitations

• Identify their content needs

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Website• Easy to Navigate

• Professional Appearance

• Mobile Ready

• Search Engine Friendly

• Easy to Update

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Rand Fishkin

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Blogging

“No matter what, the very first piece of social media real estate I'd start with is a blog.”

-Chris Brogan

Author of “Trust Agents”

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Social Media

“Content is fire. Social media is gasoline. “

-Jay Baer

Co-Author, The Now Revolution

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Social Media

“Content is fire. Social media is gasoline. “

-Jay Baer

Co-Author, The Now Revolution

Thursday, November 15, 2012

Social Media

“Content is fire. Social media is gasoline. “

-Jay Baer

Co-Author, The Now Revolution

Thursday, November 15, 2012

Inbound marketing in a nutshell

1. Get found online

2. Convert visitors & leads

3. Analyze & Improve

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What Does Costco Have in Common with

Inbound Marketing?

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2. Convert Visitors & Leads

•Offers

• Calls to Action

• Landing Pages

• Segment Leads

• Lead Nurturing

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2. Convert Visitors & Leads

•Offers

• Calls to Action

• Landing Pages

• Segment Leads

• Lead Nurturing

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Calls to Action

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Landing Pages

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Segment Leads

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Lead Nurturing

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Inbound marketing in a nutshell

1. Get found online

2. Convert visitors & leads

3. Analyze & Improve

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3. Analyze & Improve

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www.InboundMarketing.com

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Presentation & Survey:

• www.artillerymarketing.com/incoming

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Photo Credits

• http://www.flickr.com/photos/zetson/3241975525 (worried guy)

• http://www.flickr.com/photos/wespeck/4509153959 (wooden figure)

• http://www.flickr.com/photos/bobaliciouslondon/4951912801 (globe alarm clock)

• http://www.flickr.com/photos/edans/883587915 (walnut)

• http://www.flickr.com/photos/basykes/1003730351 (Costco ladies)

• http://www.flickr.com/photos/jromero88/3918295996/ (toothpicks)

• http://www.flickr.com/photos/chrisdlugosz/3402959067/ (website)

• http://www.flickr.com/photos/glasgows/164624699/ (big funnel)

• http://www.flickr.com/photos/kriztofor/3724503239/ (watering can)

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