A brief introduction to some of the fundamental aspects of Inbound Marketing. Inbound Marketing is a content driven methodology that leverages the Internet to enable people and organizations to - Be readily found on the Web - Earn the attention and engagement of prospects - Establish a value proposition that enhances the volume and quality of leads Doing Inbound Marketing well is very challenging but the rewards can be very substantial. This presentation provides a glimpse into the nature of this suite of techniques and how to optimize activity and outcomes. For more introductory information on Inbound Marketing, check out this blog post: http://instantops.blogspot.com/2013/07/introduction-to-inbound-marketing.html

1. Instant Ops IT Solutions
Introduction to Inbound Marketing
www.instantops.ca

2. Inbound Marketing Definition
 A Content Driven
methodology that leverages
the Internet to enable people
and organizations to
 Be readily found on the Web
 Earn the attention and
engagement of prospects
 Establish a value proposition
that enhances the volume and
quality of leads

3. Enabling a New Lead Generation Paradigm
Content leads to Interest …
Interest leads to Engagement …
Engagement leads to Belonging …
Belonging leads to Trust …
Trust leads to Preference …
Preference leads to Opportunity

4. The Relationship Among Relationships
One-to-Many
(Broadcast)
Many-to-Many
(Community)
One-to-One
(Hot Lead to Customer)
Must Have Can Have
Goal

5. IM Entails Deep and Ongoing Commitments
 IM require regular and substantial
activity
 A critical mass of frequent and
quality content and engagement
is required
 The organization must have the
will to make this level and
duration of investment to reap the
rewards
Quality /
Frequency
IM Success
Quality
Frequency

6. Many To Do’s to Be Successful
Leads
 Graceful transition to
personal sales
engagement
 Consistency
between personal
engagement and IM
content
 Timely and quality
provisioning of
commitment(s) with
build-up to proposal
Nurturing
 Automated and
regular prospect
follow-up after
conversion
 Follow up content
strong on information
and/or entertainment
and light on self
promotion
 Offers for no and/or
low cost trial
engagement
Conversions
 Relevant and
compelling content
 Well written content
that informs and/or
entertains
 Frequently and
regularly updated
content
 Well presented
website and landing
pages
Visibility
 High ranking and
frequently used key
words
 Key word optimized
content
 Social Media
engagement
 Inbound links
 Volume of content
 Quality of content
Anonymous Known Impersonal Prospect Personal Prospect
Prospect Nurturing Lead Nurturing

7. A New Funnel
 Legacy approaches
generally just manage
a sales funnel
 IM adds its own funnel
for generating leads
 The IM funnel is on a
much larger scale than
the sales funnel
Visitor
Impersonal Prospect
Personal Prospect
Lead
1 – 50 %
51 – 75 %
76 – 99 %
Closed
Inbound Marketing Funnel
Sales Funnel

8. IM Funnel Tools and Goals
Funnel Stage Goals
 Get Found by Thousands
 Be Followed by Hundreds
 Create Dozens of Leads
Funnel Stage Tools
 SEO
 Content – Blogs, Docs …
 Salesmanship

9. IM Funnel Math
Lead Generation Levels by Phase Success Rates
Per Month
Searches containing your content Find You Convert Lead
Ttl.
Leads
Per
year
1000 5% 5% 10% 0.25 3
2000 5% 5% 10% 0.5 6
5000 5% 5% 10% 1.25 15
10000 5% 5% 10% 2.5 30
Notes:
Numbers are for illustration only – results will vary
Better SEO and dynamic content improves "Find You"
Better content and environments improves "Convert"
Better overall experience, especially personal interaction, improves “Leads”

10. Becoming More Visible
 Search Engine Optimization (SEO) requires extensive development
and analysis of Key Words
 What key words do people looking for offerings like yours most
commonly use
 Which key words most closely relate to your specific offering(s), value
proposition(s), differentiation, etc
 Key Words need to be woven as extensively as practical into all content
 Engagement in Social Media helps to create communities around
your organization and conversation about you improves your SEO
 Maximizing inbound links improves your SEO
 Blogging, at least once per week, is critical to SEO
and connecting with prospects

11. Content Alignment to Buying Phases
Perform Research
Prospect knows there is a
problem that needs to be solved
Establish Buying Criteria
Prospect recognizes a need for
a solution like yours
Evaluate Vendors
Prospect seeks solutions to their
need, ready to buy
Whitepaper
Guides & tips
eBook
Checklist
Video
Webinar
Case study
Sample
Product spec sheet
Catalog
Trial
Demo
Consultation
Estimate / Quote
Coupon
Two Levels of Offer Content
Level 1: Impersonal – no human interaction
Level 2: Personal - conversation

12. Inbound Marketing Content
 The organization must supply a
steady stream of content that is
valuable to target market(s)
 Content must be informative,
engaging and/or entertaining
 Results of a successful program
will include
 Improved positioning of the organization
as the expert in target area(s)
 Prospect, customer and partner buy-in
to the org’s ethos and positioning
 Broad preference for the org. due to
perspective alignment and trust
eBooks White
Papers
Blogs
eMail Twitter
Facebook
LinkedIn

13. Why Make a Commitment to IM?
 Legacy outbound approaches
are becoming less and less
successful
 The Internet is where people go
to facilitate their buying process
 It is a uniquely powerful method
to initiate, develop and maintain
business relationships
 Over the long term it is less
expensive and more productive
to prospect via IM vs. legacy
means

14. Instant Ops – Just Add You
Just Add
You
www.instantops.ca