inbound marketing workshop - introduction

Introduction toInbound Marketing

Who am I?

Digital Citizen

Career Path

Apps

Databases

HMI

Controllers

Instrumentation

Information Food Chain

Career Path

Engineer Business Owner

Blogger Inbound Markete

r

Traditional Marketing

Outbound is broken!

800-555-1234AnnoyingSalesperson

Draw a crowd

Inbound Marketing

Ch-ch-ch-ch-changes

Power Shift

PowerShift

Democratization

PowerShift

Web 2.0

PowerShift

Trust

New Rules

New Rules

Mixed Norms

New Rules

Gift Economy

Search Evolution

Search Evolution

Now what?

Solution

Content

Solution

Spread Ideas

Solution

Measure & Convert

Inbound Marketing

Inbound Marketing

Create

Optimize

Promote

Convert

Analyze

Five Steps

Inbound Marketing

Wits vs. Wallets

Inbound Marketing

Lower Cost Per Lead

Step One:Content Remarkable

Readable

Shareable

Blogging

Step One:Content

Value vs. Volume

Step Two:Optimize

Inbound Links

URL

Page Titles

Other

SEO Factors

Search Engine Optimization

Step Two:Optimize

Popularity vs. Payola

Step Three:Promote

Social Media

Step Three:Promote

Selfless vs. Selfish

Me

MyselfI

Step Four:Convert

Landing Pages

1) Call to action

2) Conversion form

Step Four:Convert

Clear vs. Confusing

Step Five:Analyze

Analytics

Structure

Sitemaps

Crawl errors

Keywords

Traffic

Metrics

Visits/visitors

Time on page/site

Bounce/exit rate

Conversion rate

Engagement

Analysis

Segmentation

A/B testing

Competitive Intelligence

If it can’t be measured,it can’t be managed.

Step Five:Analyze

Data vs. Dice

Next

Create

Optimize

Promote

Convert

Analyze

Thank You

Email:jon.dipietro@bridge-soft.com

Blog:domesticatingit.com

Twitter:@JonDiPietro

Book:“Social Media for Engineers & Scientists”leftbrainhandbook.com