Inbound marketing is a hot topic these days and for good reason. The way we market our products and services is evolving rapidly and inbound marketing is at the core of that evolution. We live in a world where prospects now exert much greater control over the buying process than ever before. They start the conversation and they determine where it will go. Making sure your “voice” is the one they hear is more important than ever. This presentation will provide you with a basic understanding of what inbound marketing is and why it is important.

1. What is Inbound
Marketing?

2. What is Inbound Marketing?
Let’s start with a definition.
Inbound marketing is a set of marketing strategies and
techniques focused on getting found online and turning web
visitors into leads or customers.
When a prospect types a term into a search engine, effective
inbound marketing will position you at the top of the organic
search results, deliver engaging content and move that
prospect toward a purchase.

3. What is Inbound Marketing?
Why is Inbound Marketing important?
More than half of all US residents and more than three-
quarters of all US adults are online.1
One third of US consumers spend at least 3 hours online
every day.2
46% of daily searches (on a search engine like Google, Bing
or Yahoo) are for a product or service.1
1Blogher, April 2011, Pew Research, May 2010, US Census Bureau, May 2011; 2 The Media
Audit, October 2010

4. What is Inbound Marketing?
Inbound Marketing breaks down into four core
components:
1. Search Engine Optimization
2. Blogging
3. Social Media
4. Lead Generation and Nurturing
Let’s look at each area more closely . . .

5. What is Inbound Marketing?
Component • Search Engine
#1 Optimization
Worldwide, we conduct 88,000,000,000 searches per month on Google.3
If your business is not ranking well for the words that describe your
products and services, then you’re not getting found for those “keywords”
by potential customers. With the tremendous amount of searches taking
place every day, you are missing out on a huge opportunity if you are not
optimizing your website for search.
3 Search Engine Land, February 2010

6. What is Inbound Marketing?
Component
• Blogging
#2
Prospects, customers and search engines all love the content generated
through blogging: prospects because it helps them understand what you
do; your customers because it helps them stay up to date with your
offerings and thought leadership; and search engines because each post
represents another page that they can index for a specific topic and feed to
others searching that phrase.

7. What is Inbound Marketing?
Component
• Social Media
#3
Marketers who spent 6 hours a week or more using social media and
engaging/sharing content on it saw 52% more leads than those who did not.4
Having active social media accounts on platforms like Facebook, Twitter and
LinkedIn is no longer a ‘nice to have’ – it’s a ‘must have’. Social media is an
effective way to not only create exposure for your business online, but it is a
proven way to significantly engage with prospects and generate leads.
4 Social Media Examiner, 2011;

8. What is Inbound Marketing?
Component • Lead Generation and
#4 Nurturing
According to Forrester Research, companies that excel at lead nurturing are
able to generate 50% more sales-ready leads at 33% lower cost per lead.
Content offers on a website should be designed to educate your prospects.
By providing them with this advice, they will come to understand how your
goods and services could potentially fill their needs – turning them into
leads. Lead nurturing campaigns help you further educate and build
relationships with non-sales-ready leads in a scalable, effective way.

9. What is Inbound Marketing?
Want to see how your website compares to your
competitors? Register for a no-commitment inbound
marketing assessment at www.rivkind.com/ima.
Sign up for your FREE
Inbound Marketing
Assessment!

10. Who we are
We provide inbound and direct marketing
services to businesses and nonprofit
organizations. For over 40 years, we have
been helping our clients develop, manage
and execute their marketing plans.
Visit us online at www.rivkind.com or call us at 781-344-2650 to learn more
about the services we provide.