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Copyright Douglas Richard, Ltd. 2008

Inbound Marketing

Luke Brynley-Jones

About me Founder of etribes – social media

consultancy in 2000 etribes.com and mashup* events Head of Product at Trutap Social networking consultant with

Brando Social

Managing Director at School for Startups

School for Startups

School for Startups The Six Rules for Startups (London,

15th June) How to Make Money: Funding.

Investment. Revenue. Profit (London, 22nd June)

Student event with NACUE in the autumn

Register @ www.schoolforstartups.co.uk

Copyright Douglas Richard, Ltd. 2008

Inbound Marketing

Outbound Marketing Advertising

Success depends on: £££££££££££

Cold calling

Mailings (including emailings)

Radio

Trade shows TV

Inbound Marketing

Publishing (e.g. blogging)

Helping customers to find you

Success depends on: knowledge/activity/creativity/popularity

Optimising (i.e. SEO) Sharing (e.g. Facebook, Twitter, Digg)

What and where to publish?

Blog Video Podcast Photos Presentations White papers News releases

Blogger / Typepad YouTube / Vimeo Podcast.net Flickr / Facebook Slideshow.com EzineArticles.com OpenPR.com

Whatever you have, wherever you can

Blogging On average blogs for small businesses get

200-300% more traffic than their websites

Start early / Engage / Gather feedback

Ensure you own your URL Titles: amusing / enticing / SEO-friendly

Topics: knowledge / experience / other blogs / reviews / lists!

Frequency: once a week or more

Blogging success? Subscribers

Comments/links on a per-article basis

Visitors Comments Blog rank

Inbound links

Search Engine Optimisation

Helping search engines to read your site

People link to high quality content

25% of SEO is “On-page” Page title, description, URLs, headers, copy, meta data

75% of SEO is “Off-page” Links = quality of linker + link description

Successful SEO

High quality optimised

content

More inbound links & traffic

Higher search engine ranking

Social Media Marketing

"The purpose of conversation is to create and improve understanding, not for one party to “deliver messages” to

the other. That would be rude”.

‘The Cluetrain Manifesto’Markets are Conversations

How to use social media

Doing what you would do at a businessnetworking event – only online.

Value / trust / introductions

Meet people and make introductions

Give and receive advice

Find interesting people and listen

Sharing everything… Blog comments (on your blog and others)

Help people find/recommend you

Ask questions (LinkedIn)

Forum posts (relevant communities) Micro-blog posts (Twitter/Facebook) Get rated (Digg/Reddit/Stumbledupon)

Share links (De.licio.us)

Personality matters…

And making money…

Customer services IS marketing

Brand monitoring

Share of Conversation

No. of posts discussing "X" and "your company"

No. of posts discussing “X"

=

Takeaway Inbound marketing levels the playing field

Success now depends on activity, creativity, sociability and knowledge

In social media, success depends on how much VALUE you provide

Blogging, SEO & social media are critical

Monitoring conversations is key

Customer services IS marketing

Copyright Douglas Richard, Ltd. 2008

Thank you

Luke Brynley-Jones

luke@schoolforstartups.co.uk

www.schoolforstartups.co.uk