This presentation is a guide to getting started with inbound marketing. It shows how you can use inbound marketing to transition from expensive traditional marketing to more efficient inbound marketing. It covers blogging, social media, search engine optimization (SEO), landing pages, and inbound sales. It was originally presented at the Power Breakfast Series in Wilmington, NC on June 10, 2014.

1. The future of marketing.
Rick Burnes (@rickburnes)
#inboundILM

2. 1 What is marketing?
2 What is inbound marketing?
3 How inbound marketing works
4 Inbound marketing tactics (attract, convert, close)
5 Q&A
Slides to be posted via Twitter: @rickburnes
Event hashtag: #inboundILM

3. 1 What is marketing?
#inboundILM

4. Build Trust
(Brand Marketing)
Attract Customers
(Demand Gen)
#inboundILM

5. #inboundILM

6. That playbook is BROKEN.
86%
skip TV ads
91%
unsubscribe
from email
200M
on the
Do Not Call list
44%
of direct mail is
never opened
#inboundILM

7. Because the
customer is in
control.

8. #inboundILM

9. 2 What is inbound marketing?
#inboundILM

10. Inbound marketing is
marketing that people love.
#inboundILM

11. Cold Calling
Print Advertising
Cold Emails (SPAM)
Interruption
SEO
Blogging
Social Media
Attraction
INBOUNDTRADITIONAL
vs.
#inboundILM

12. BuildMarketing Magnets
Blogs Interactive
Tools
Photos &
Infographics
Videos &
Podcasts
Presentations
& eBooks
#inboundILM

13. Inbound is good karma.
#inboundILM

14. And it’s cheaper.
#inboundILM

15. Quality content is an annuity.
#inboundILM

16. Quality content is an annuity.
Blog Paid
Month 1 • 12 Blog Posts @ $100/post = $1200
• 500 views/post
Total Views: 6,000
Total Budget: $1200
• $.20 Cost per click
Total Views: 6,000
Total Budget: $1200
Month 2 • 12 Blog Posts @ $100/post = $1200
• 500 views/post new posts
• 200 views/post on 12 old posts
Total Views: 8,400
Total Budget: $1200
• 12 Blog Posts @ $100/post = $1200
• 500 views/post
Total Views: 6,000
Total Budget: $1200
Month 3 • 12 Blog Posts @ $100/post = $1200
• 500 views/post new posts
• 200 views/post on 24 old posts
Total Views: 10,600
Total Budget: $1200
• 12 Blog Posts @ $100/post = $1200
• 500 views/post
Total Views: 6,000
Total Budget: $1200
#inboundILM

17. Quality content is an annuity.
Blog Paid
Month 1 • 12 Blog Posts @ $100/post = $1200
• 500 views/post
Total Views: 6,000
Total Budget: $1200
• $.20 Cost per click
Total Views: 6,000
Total Budget: $1200
Month 2 • 12 Blog Posts @ $100/post = $1200
• 500 views/post new posts
• 200 views/post on 12 old posts
Total Views: 8,400
Total Budget: $1200
• $.20 Cost per click
Total Views: 6,000
Total Budget: $1200
Month 3 • 12 Blog Posts @ $100/post = $1200
• 500 views/post new posts
• 200 views/post on 24 old posts
Total Views: 10,600
Total Budget: $1200
• $.20 Cost per click
Total Views: 6,000
Total Budget: $1200
#inboundILM

18. #inboundILM

19. 2 Two Inbound Marketing
Examples
#inboundILM

20. Nathan runs a business
in Wilmington. He’s
looking for help with
marketing.
#inboundILM

21. He reads the article,
then clicks on the call
to action on the side.
#inboundILM

22. He submits his contact
info so he can
download the guide.
#inboundILM

23. A few days later he comes back and spends 30 minutes on the
site learning about Huify and inbound marketing.
#inboundILM

24. Nathan Turner
Huify collects Nathan’s
information in its
marketing contact
database, and uses it to
personalize their:
• Website
• Email to Nathan
• Social media
monitoring
• Sales outreach
#inboundILM

25. The next week when Nathan’s on the site again,
Josh, reaches out to him with a phone call. A few
days later they sign a contract.
#inboundILM

26. Free educational resources build trust and attract prospects.

27. #inboundILM

28. 3 How to get started with
Inbound Marketing
#inboundILM

29. Start with your
buyer persona.
Who are you
trying to attract?
#inboundILM

30. Tips for your buyer persona
1. Formalize your persona
profile in internal
documents
2. Follow your customers
home
3. Collect assets and
documents they use
4. Conduct win/loss
interviews
5. Conduct user testing
6. Keep updating the
profile
#inboundILM

31. Where is your problem?
#inboundILM

32. Where is your problem?
1000 200 2020% 10%
#inboundILM

33. Where is your problem?
1000 200 2020% 10%
#inboundILM

34. Build Traffic With Content
#inboundILM

35. Web pages are lottery tickets.
#inboundILM

36. To print tickets, write blog posts.
#inboundILM

37. 189% increase in traffic. 700% increase in
search traffic.
13x increase in traffic.
“This won’t work in my industry!”
#inboundILM

38. Masonry Products
• How to build an outdoor fireplace on a budget.
• Planning an outdoor fireplace. Five common mistakes to avoid.
Fuel Additives
• Diesel Truck Performance: Conventional Wisdom Examined
• Engine Oil Treatment What One Can and Cannot Do
Financial Services
• Single Euro Payments Area: What You Need to Know
• Legal Remedies for Oppressed Shareholders
“I don’t have anything to write about!”
Bottom line: Blog about the questions your prospects ask.
#inboundILM

39. Five Quick Blogging Tips
1. Commit to 2 or 3 posts/week.
2. Put it on your company domain (e.g.,
hubspot.com).
3. Allow readers to subscribe via email.
4. Constantly experiment and measure content.
5. Be patient. It will take at least three months to
get traction.
#inboundILM

40. How can you build
traffic with social
media?
Listen and share.

41. Five Quick Social Media Tips
1. Monitor the keywords that your prospects are
searching for.
2. Automatically publish your blog posts to your social
channels.
3. Your audience will vary by channel; use different
channels differently.
4. Focus on building your reach; make it easy for people
to follow you.
5. Become an expert headline writer.
#inboundILM

42. Optimize your website.
Are your pages
using the right
keywords?
Is it easy to share
your content?
Is it accessible
on mobile
devices?
#inboundILM

43. Use Marketing Grader for Tips
Free assessment tool at: marketing.grader.com
#inboundILM

44. Where is your problem?
10,000 100 201% 10%
#inboundILM

45. Where is your problem?
10,000 100 201% 10%
#inboundILM

46. How do you generate leads?

47. Experiment With Different Offers

48. Create a Give-Get With Landing Pages
#inboundILM

49. Mo Landing Pages, Mo Leads
#inboundILM

50. Where is your problem?
10,000 2,000 2020% 1%
#inboundILM

51. Where is your problem?
10,000 2,000 2020% 1%
#inboundILM

52. Inbound sales is like sales at
(It’s driven by context.)
#inboundILM

53. My wife’s Amazon My Amazon

54. Personalize & Automate Email
#inboundILM

55. Personalize Your Website
#inboundILM

56. Track prospects’ social activity.
#inboundILM

57. Use the activity to drive sales.
Nathan Turner
#inboundILM

58. No Context Context
#inboundILM

59. 4 Final Thought
#inboundILM

60. #inboundILM

61. #inboundILM

63. Questions?
Check my Twitter feed for the slides: @rickburnes
Free tools to help with inbound marketing and sales:
marketing.grader.com www.getsignals.com
Free assessment from Huify: http://huify.co/inboundILM