Inbound MarketingBy Derek Mehraban

@mehraban

INBOUND VS. OUTBOUNDImage Source BlueGlass.com

WHAT IS IT?

Inbound marketing is creating content to draw customers into your message, as opposed to traditional advertising try to interrupt a consumer to tell them a message. Inbound marketing not only attracts potential customers, but also helps companies build valuable backlinks for their websites and ultimately expand their customer base. 

WHO USES INBOUND?

“If you have more money than brains you should focus on outbound marketing. If you have more brains than

money, you should focus on inbound marketing.”Guy Kawasaki

HOW IT WORKS

DRIVING TRAFFICPhoto Credit: Qi Zhong Blog

BLOGS

IMAGES

PRESS RELEASES

SOCIAL MEDIA

SLIDESHARE

THE LANDING PAGE

THE OFFER

FOLLOW UP

MEASURE SUCCESSPhoto Credit: Jeff_Golden

DON’T STOP THEREPhoto Credit: Yogendra174

BUILD REPUTATIONPhoto Credit: laffy4k

LEAD GENERATION

THE PROCESS

“To be successful and grow your business and revenues, you must match the way you market your products with the way your prospects learn about and shop for your products. And you do that by generating leads through inbound marketing.” - Brian Halligan & Dharmesh Shah, Co-Founders, HubSpot

CREATE VALUABLE OFFERS

CALL TO ACTION

LEAD NURTURINGPhoto Credit: D Sharon Pruitt

ANALYTICS MEASUREMENT

ORGANIZE / ANALYZE

LOWER COST PER LEAD

WHY?Image Source: Qi Zhong Blog

INBOUND TOOLS

vs.

COSTSPhoto Credit: 401(K) 2013

TextTextText

SET GOALSPhoto Credit: lululemon athletica

$6K PER MONTH

• 3 blog posts published per week, including on-page SEO on each new post

• 20 social media updates (Twitter, Facebook, & LinkedIn) per week

• 2 hours per week brainstorming new ideas for content, lead generation and social media campaigns

• 2 hours per week analyzing results and updating keyword strategy, landing pages and calls-to-action

• One advanced content piece (webinar, video, whitepaper etc.) per month

• Ongoing PPC, social media, e-mail marketing and traditional marketing to promote content

5-6 PERSON TEAM

• High level strategist in marketing and lead generation

• Creative copywriter for blogs, social media, web pages and advanced content

• Social media marketing expert who knows how to engage and monitor your brand effectively

• Search marketing expert who knows SEO, paid

search and social media optimization

• Inbound marketing expert experienced in using software such as HubSpot or Marketo

• Website designer/developer who knows how to build and manage websites

• Graphic designer to support all of your inbound marketing sites and campaigns

INBOUND MARKETING ROI

WEBSITE TRAFFIC

SUCCESS FACTORS

•Website traffic: the interest level from your inbound marketing efforts

• Lead conversions: from a casual website visitor to a sales lead

• Sales conversion: from a sales lead to a customer

•Retention rate: from a one-time customer to a loyal, repeat customer

•Best strategies and tactics: which content topics, offers, social media venues and landing pages generate the best results

THANK YOU

Derek MehrabanIngenex Digital Marketing

@mehraban@ingenex

ingenexdigital.com