American Marketing Association, Hampton Roads Chapter

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Presentation to the American Marketing Association, Hampton Roads Chapter on Nov. 15, 2012 at the Virginia Beach Convention Center

Business

INBOUND MARKETING
American Marketing Association, Hampton Roads Chapter
November 15, 2012

Thursday, November 15, 2012

The New World Order
• People hate being
marketed to

• People can increasingly
avoid marketing messages
(new technologies)

• People can research your
product or service
without contacting you

• The buyer is in control

Thursday, November 15, 2012

Gary Vaynerchuk

“Marketing
just got
hard.”
Inbound 2012, Boston

Thursday, November 15, 2012

What Can I Do?

Thursday, November 15, 2012

Think Like a Publisher

Thursday, November 15, 2012

Outbound vs. Inbound

Advertising Blogging
Direct Mail SEO
Telemarketing Social Media

Thursday, November 15, 2012

Inbound marketing in a nutshell
1. Get found online

3. Analyze & 2. Convert visitors
Improve & leads

Thursday, November 15, 2012

1. Get Found Online
• Keyword
Research
• Persona
Development
• Website
• SEO
• Blogging
• Social Media
Thursday, November 15, 2012

Persona
Development
• Beyond
demographics
• Their goals,
desires, and
limitations
• Identify their
content needs

Thursday, November 15, 2012

Website
• Easy to Navigate
• Professional
Appearance

• Mobile Ready
• Search Engine
Friendly

• Easy to Update
Thursday, November 15, 2012

Rand Fishkin

Thursday, November 15, 2012

Blogging
“No matter what,
the very ﬁrst piece
of social media real
estate I'd start with
is a blog.”
-Chris Brogan
Author of “Trust Agents”

Thursday, November 15, 2012

Social Media

“Content is ﬁre.
Social media is
gasoline. “
-Jay Baer
Co-Author, The Now Revolution

Thursday, November 15, 2012

What Does Costco
Have in Common with
Inbound Marketing?
Thursday, November 15, 2012

2. Convert Visitors & Leads
• Offers
• Calls to Action
• Landing Pages
• Segment Leads
• Lead Nurturing
Thursday, November 15, 2012

Calls to Action

Thursday, November 15, 2012

Landing Pages

Thursday, November 15, 2012

Segment Leads

Thursday, November 15, 2012

Lead
Nurturing

Thursday, November 15, 2012

3. Analyze & Improve

Thursday, November 15, 2012

www.InboundMarketing.com

Thursday, November 15, 2012

Presentation & Survey:

• www.artillerymarketing.com/incoming

Thursday, November 15, 2012

Photo Credits
• http://www.ﬂickr.com/photos/zetson/3241975525 (worried guy)

• http://www.ﬂickr.com/photos/wespeck/4509153959 (wooden ﬁgure)

• http://www.ﬂickr.com/photos/bobaliciouslondon/4951912801 (globe alarm clock)

• http://www.ﬂickr.com/photos/edans/883587915 (walnut)

• http://www.ﬂickr.com/photos/basykes/1003730351 (Costco ladies)

• http://www.ﬂickr.com/photos/jromero88/3918295996/ (toothpicks)

• http://www.ﬂickr.com/photos/chrisdlugosz/3402959067/ (website)

• http://www.ﬂickr.com/photos/glasgows/164624699/ (big funnel)

• http://www.ﬂickr.com/photos/kriztofor/3724503239/ (watering can)

Thursday, November 15, 2012

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American Marketing Association, Hampton Roads Chapter

1. INBOUND MARKETING American Marketing Association, Hampton Roads Chapter November 15, 2012 Thursday, November 15, 2012

2. Thursday, November 15, 2012

3. Thursday, November 15, 2012

4. Thursday, November 15, 2012

5. Thursday, November 15, 2012

6. Thursday, November 15, 2012

7. Thursday, November 15, 2012

8. Thursday, November 15, 2012

9. The New World Order • People hate being marketed to • People can increasingly avoid marketing messages (new technologies) • People can research your product or service without contacting you • The buyer is in control Thursday, November 15, 2012

10. Gary Vaynerchuk “Marketing just got hard.” Inbound 2012, Boston Thursday, November 15, 2012

11. Thursday, November 15, 2012

12. What Can I Do? Thursday, November 15, 2012

13. Thursday, November 15, 2012

14. Thursday, November 15, 2012

15. Think Like a Publisher Thursday, November 15, 2012

16. Thursday, November 15, 2012

17. Outbound vs. Inbound Advertising Blogging Direct Mail SEO Telemarketing Social Media Thursday, November 15, 2012

18. Thursday, November 15, 2012

19. Thursday, November 15, 2012

20. Inbound marketing in a nutshell 1. Get found online 3. Analyze & 2. Convert visitors Improve & leads Thursday, November 15, 2012

21. 1. Get Found Online • Keyword Research • Persona Development • Website • SEO • Blogging • Social Media Thursday, November 15, 2012

22. 1. Get Found Online • Keyword Research • Persona Development • Website • SEO • Blogging • Social Media Thursday, November 15, 2012

23. Persona Development • Beyond demographics • Their goals, desires, and limitations • Identify their content needs Thursday, November 15, 2012

24. Website • Easy to Navigate • Professional Appearance • Mobile Ready • Search Engine Friendly • Easy to Update Thursday, November 15, 2012

25. Thursday, November 15, 2012

26. Rand Fishkin Thursday, November 15, 2012

27. Blogging “No matter what, the very ﬁrst piece of social media real estate I'd start with is a blog.” -Chris Brogan Author of “Trust Agents” Thursday, November 15, 2012

28. Social Media “Content is ﬁre. Social media is gasoline. “ -Jay Baer Co-Author, The Now Revolution Thursday, November 15, 2012

29. Social Media “Content is ﬁre. Social media is gasoline. “ -Jay Baer Co-Author, The Now Revolution Thursday, November 15, 2012

30. Social Media “Content is ﬁre. Social media is gasoline. “ -Jay Baer Co-Author, The Now Revolution Thursday, November 15, 2012

31. Inbound marketing in a nutshell 1. Get found online 3. Analyze & 2. Convert visitors Improve & leads Thursday, November 15, 2012

32. What Does Costco Have in Common with Inbound Marketing? Thursday, November 15, 2012

33. 2. Convert Visitors & Leads • Offers • Calls to Action • Landing Pages • Segment Leads • Lead Nurturing Thursday, November 15, 2012

34. 2. Convert Visitors & Leads • Offers • Calls to Action • Landing Pages • Segment Leads • Lead Nurturing Thursday, November 15, 2012

35. Calls to Action Thursday, November 15, 2012

36. Landing Pages Thursday, November 15, 2012

37. Segment Leads Thursday, November 15, 2012

38. Lead Nurturing Thursday, November 15, 2012

39. Inbound marketing in a nutshell 1. Get found online 3. Analyze & 2. Convert visitors Improve & leads Thursday, November 15, 2012

40. 3. Analyze & Improve Thursday, November 15, 2012

41. www.InboundMarketing.com Thursday, November 15, 2012

42. Thursday, November 15, 2012

43. Presentation & Survey: • www.artillerymarketing.com/incoming Thursday, November 15, 2012

44. Photo Credits • http://www.flickr.com/photos/zetson/3241975525 (worried guy) • http://www.flickr.com/photos/wespeck/4509153959 (wooden figure) • http://www.flickr.com/photos/bobaliciouslondon/4951912801 (globe alarm clock) • http://www.flickr.com/photos/edans/883587915 (walnut) • http://www.flickr.com/photos/basykes/1003730351 (Costco ladies) • http://www.flickr.com/photos/jromero88/3918295996/ (toothpicks) • http://www.flickr.com/photos/chrisdlugosz/3402959067/ (website) • http://www.flickr.com/photos/glasgows/164624699/ (big funnel) • http://www.flickr.com/photos/kriztofor/3724503239/ (watering can) Thursday, November 15, 2012

American Marketing Association, Hampton Roads Chapter

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American Marketing Association, Hampton Roads Chapter