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...

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click advertising, local search, social media marketing, and

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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

e: alex@poweredbysearch.com

t: @alexrascanu