Inbound marketing is all the rage in business circles these days, but what is it? And how do you do it? A great inbound marketing program earns the attention of customers, draws them to your company website – and most importantly, converts them into sales. A successful program combines tactics like website design and user interface, content marketing, social media, email marketing, customer relationship management and search engine optimization. Learn more about Atomicdust by visiting http://www.atomicdust.com

1. THINGS WE’VE
LEARNED
SO FAR:
INBOUND
MARKETING

2. Inbound Marketing on the web means driving
visitors to a conversion-focused website,
turning those visitors to leads, and nurturing
those leads with content.

3. INBOUND ISN’T CHEAP OR EASY.

4. BUT IT IS STRATEGIC, EFFECTIVE AND MEASURABLE.

5. THE WEB HAS CHANGED

6. THE WEBSITE
IS NOT A
FUNCTION OF I.T.

7. IT’S PART
OF A BRAND’S
CULTURE

8. MARKETING +
SALES ARE
MORE INTEGRATED

9. WEBSITES
ARE NEVER
FINISHED

10. INBOUND MARKETING ON THE WEB

11. BRAND /
POSITIONING
CONTACTS
WEBSITE
CRM
CONTENT
MARKETING
AUTOMATION
SOCIAL
MEDIA

12. Inbound Marketing on the web means driving
visitors to a conversion-focused website,
turning those visitors to leads, and nurturing
those leads with content.

13. DRIVING VISITORS TO A CONVERSION-FOCUSED WEBSITE
!
How do I drive visitors
to the website?

14. DRIVING VISITORS TO A CONVERSION-FOCUSED WEBSITE
!
Build a site that solves their
problems. Optimize, and
keep writing.

15. DRIVING TRAFFIC TO YOUR WEBSITE?
!
!
SEO
Content Marketing
Social Media
Social Advertising
Email Newsletters

16. SEO
PEOPLE ASK GOOGLE QUESTIONS
IT IS NOT A TRICK
VALUE = RELEVANT + FREQUENT

19. SEO IS A LIFESTYLE

20. CONTENT MARKETING
80% HELPFUL / 20% SALES
WRITING IS HARD
WHAT DO I WRITE ABOUT?
2000 WORDS PER MONTH

22. SOCIAL MEDIA & SOCIAL ADVERTISING

23. EMAIL NEWSLETTERS
RSS
MONTHLY / QUARTERLY

24. GET PEOPLE TO SUBSCRIBE TO YOUR THINKING.

25. Inbound Marketing on the web means driving
visitors to a conversion-focused website,
turning those visitors to leads, and nurturing
those leads with content.

26. WHAT IS A CONVERSION-FOCUSED WEBSITE?
!
!
Positioning
Design
Calls to Action
Landing Pages
Content Management
Content
SEO

27. Inbound Marketing on the web means
visitors to a conversion-focused website,
turning those visitors to leads, and nurturing
those leads with content.

28. TURNING VISITORS TO LEADS
!
How do I turn visitors to leads?

29. TURNING VISITORS TO LEADS
!
Ask them to do something.
Make it easy, not scary.

30. TURNING VISITORS TO LEADS
!
Most first time visitors aren’t
ready to buy anything.

31. TURNING VISITORS TO LEADS
!
“Contact Us” pages are too
much commitment.

32. TURNING VISITORS TO LEADS
!
Ask yourself why anyone would
come back?

33. TURNING VISITORS TO LEADS
!
You’re asking for permission to
stay in front of them.

34. TURNING VISITORS TO LEADS
!
You work hard on your content,
but it’s worth it, right?

35. TURNING VISITORS TO LEADS
!
Form submissions should
segment and create new leads
in your CRM.

36. Inbound Marketing on the web means
visitors to a conversion-focused website,
turning those visitors to leads, and nurturing
those leads with content.

37. NURTURING LEADS WITH CONTENT
!
Inform
Inspire
Reassure

38. NURTURING LEADS WITH CONTENT
!
Lead nurturing builds relationships
with people regardless of where
they are in the sales cycle.

39. NURTURING LEADS WITH CONTENT
!
Provide content that will be useful
to them even if they never buy
from you.

40. NURTURING LEADS WITH CONTENT
!
Most people do this manually
through a follow-up email.

41. NURTURING LEADS WITH CONTENT
!
Move along the sales cycle with
Marketing Automation.

42. NURTURING LEADS WITH CONTENT
!
Marketing Automation sends
scheduled, pre-made email
campaigns to segmented leads.

43. NURTURING LEADS WITH CONTENT
!
The campaign flows are based
on a user’s interaction with
the content.

45. NURTURING LEADS WITH CONTENT
!
If you tried to do that manually,
you might hurt yourself.

46. NURTURING LEADS WITH CONTENT
!
But that’s not all…
Smart Calls to Action.

47. NURTURING LEADS WITH CONTENT
!
Your website and its content
can change based on a user’s
interactions.

48. NURTURING LEADS WITH CONTENT
!
Marketing Automation may
seem a little creepy, but think
of it as a way to give people
more of what they want, and
less of what they don’t.

49. ALL TOGETHER NOW

50. A visitor comes
to your website
Sees content
she finds
compelling and
fills out a form
Visitor is added
to the CRM and
marked as lead

51. Depending on
visitors behavior,
is assigned a
segment
Marketing
automation system
begins email
campaign based
on segment
Website can
change Calls to
Action based on
the visitor’s
activity

52. Visitor
interactions
are tracked
Sales team knows
what the lead is
interested in, and
what they’re not.

53. OK, MAYBE IT IS A LITTLE CREEPY.

54. CLOSING THOUGHTS

55. SHIFT THE WAY YOU THINK ABOUT THE WEB.

56. “89% of US internet users search online before they make a
purchase, even when the purchase is made at a local business.”
- HubSpot

57. YOUR WEBSITE IS THE MOST ACCESSIBLE PART
OF YOUR BUSINESS.

58. INBOUND CAN BE AS SIMPLE AS A BLOG,
OR AS ELABORATE AS MARKETING AUTOMATION.

59. INBOUND MARKETING IS EFFECTIVE FOR MARKETERS,
AND ADDS VALUE TO THE AUDIENCES.

60. BE HELPFUL, ADD VALUE, AND GAIN CUSTOMERS.

61. QUESTIONS?

62. Thank you.