Inbound Marketing University's training program prepares you for the Inbound Marketing Certification Exam. The program includes 16 one-hour classes that walk you through each step of inbound marketing. Feel free to complete the classes at your own pace.

1. Introduction to Inbound Marketing
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CEO
Jeetrainers.com
Twitter: @jeetrainers
This course is courtesy of inboundmarketing.com

2. Value of Inbound Marketing
Inbound marketing pulls
buyers into your business

3. What is Outbound Marketing?

4. What is Outbound Marketing?
• Outbound Marketing (or traditional marketing) is the
strategy of pushing your message onto your audience
using techniques like telemarketing (cold calling), trade
shows, direct mail, email blasts, print ads and TV/radio
ads

5. Problem: Outbound Marketing Isn’t Working
800-555-
1234
Annoying
Salesperson

6. Problem: Outbound Marketing Isn’t Working
• Outbound marketing strategies are becoming less
effective in today’s world.
– We now have devices (e.g. spam blockers,
TiVo/DVRs, caller ID, etc.) that allow us to block out
the messages being pushed onto us
– People are doing their own research to figure out
which products and services they want to buy

7. Solution: Inbound Marketing
Content SEO Social Media

8. Solution: Inbound Marketing
• Inbound Marketing (or modern marketing) is marketing
using techniques focused on getting found by prospects;
inbound marketing is a more efficient and cost-effective
way to do marketing. Pull in customers to your business
by creating content, optimizing that content for search
engines and promoting and sharing that content in social
media
• A helpful overview of inbound marketing can be found at
http://blog.hubspot.com/blog/tabid/6307/bid/4416/Inbound-
Marketing-the-Next-Phase-of-Marketing-on-the-Web.aspx

9. Good News About Inbound Marketing
Budget (Outbound) Brains (Inbound)
Flickr: Joakim Jardenberg
Flickr: Andrew Magill

10. Good News About Inbound Marketing
• Outbound marketing depends on the size of your wallet;
inbound marketing depends on the size of your brain!
– You can only do outbound marketing if you have a lot
of money.
– If you have a lot of brains (intelligence), do inbound
marketing.

11. More Good News: Lower Cost Per Lead
Source: survey of hundreds of businesses: HubSpot.com/ROI
Inbound marketing-focused companies have a 60% lower cost-per-lead than
outbound marketing-focused companies.

12. Success Drives Investment in Inbound
Why Businesses Are Changing Marketing Budgets
Source: Survey of hundreds of businesses from HubSpot.com/ROI

13. Key Questions to Get Started
When getting started in inbound marketing, make sure you ask
your team these questions:
1. Am I regularly creating new, share-worthy content?
2. Am I optimizing my content for search and social
media?
3. Am I promoting my content in social media
conversations?
4. Am I converting as many visitors into leads and sales
as I can?

14. 4 Steps to Successful Inbound Marketing
1. Create
2. Optimize
3. Promote
4. Convert & Analyze

15. Step 1: Create Content
1. Create
2. Optimize
3. Promote
4. Convert & Analyze

16. Inbound Marketers are Publishers
Stop thinking like a
marketer or advertiser.
Start thinking like a
publisher and socializer.

17. Publish Everything, Everywhere
Publish ALL of your content. This can be in the form of a blog,
podcast, videos, photos, presentations, eBooks or news
releases.

18. Blogging: A Great Way to Get Started
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

19. What Gets Shared?
Rarely Frequently
Shared Shared
• Product info • New market data
• Software documentation • Educational content
• Content about YOU • Content about your industry

20. What Gets Shared?
• Publish content that has the greatest chance of being
shared by others.
• Types of content that rarely gets shared:
– Product info
– Software documentation
– Content that is all about you
• Types of content that frequently gets shared:
– New market data (market/industry
research/reports/studies)
– Educational content; Top-notch blog articles
– Content about your industry

21. Step 2: Optimize
1. Create
2. Optimize
3. Promote
4. Convert & Analyze

22. Google is Judge, Jury & Executioner
HubSpot.com/cartoons

23. Google is Judge, Jury & Executioner
• Google decides whether your content will rank well in
search engines.
• Remarkable, search engine optimized content gives your
content its best chance of ranking well in Google.

24. SEO = Context + Authority
Ranking Algorithm:
f(n): Context + Authority

25. SEO = Context + Authority
Ranking Algorithm:
f(n): Context + Authority
The two key elements in determining whether your content will rank well in
Google are context and authority.
Context = on-page SEO
Authority = off-page SEO

26. 25% On-Page SEO (Context)
1. Page Title
2. Clean URL
3. Headers & Content
4. Description

27. 25% On-Page SEO (Context)
• There are four main components of on-page SEO, or
optimizing the content of your web page for search
engines.
• Make sure to use your best keywords within those four
locations.
• However, Google bases only 25% of your content’s
ranking on on-page SEO

28. 75% Off-Page SEO (Authority)
Authority is Determined by Inbound Links

29. 75% Off-Page SEO (Authority)
• Google bases 75% of your content’s ranking on off-page
SEO
– Your content’s authority is determined by the quality and quantity
of the inbound links pointing to your content.
– Inbound links = links to your content from another website
• Recommendations from Friends:
1. “I know Jane Doe.” (Good)
2. “Jane Dow is a marketing expert.” (Better)
3. You trust the person saying this. (Best)
• Links Are Online Recommendations
1. A link: www.inboundmarketing.com (Good)
2. Anchor Text: Inbound Marketing University (Better)
3. Link is from a trusted website (Best)

30. More and Better Content  more Links
Source: Data from selected websites using www.WebsiteGrader.com

31. Step 3: Promote
1. Create
2. Optimize
3. Promote
4. Convert & Analyze

32. Remember: It’s Not About You, EVER!
HubSpot.com/cartoons

33. Remember: It’s Not About You, EVER!
• There is a fine line between self-adulation (the promotion
of accomplishments) and self-promotion (the promotion
of ideas). – Nathan Hangen of Copyblogger
– Focus on the latter, not the former
– People want to consume helpful content, not
information about you.

34. Target Your Content
Target content to
your marketing
personas.

35. Target Your Content
• Think about your target audience(s) for your
products/services.
• Create and define personas for each (there may be more
than one).
• Always think of your personas when creating content.
• Ask yourself:
– Would this piece of content appeal/be helpful to one
or all of my personas?

36. Create an Engaging Presence

37. Create an Engaging Presence
• A few examples of places to engage in social media are
the comments section of a blog post, a Facebook Fan
Page or a Twitter account.
– Social media involvement is a two-way street
– Create an engaging presence by encouraging
discussions and sharing engaging and thought-
provoking content (e.g. online events, videos,
Facebook discussions blog articles, etc.)

38. Promote Content via Social Media
Remarkable
Content

39. Make Sharing Easy

40. Sharing
• Share links to your content on social media sites and
throughout appropriate online social networks.
• Sharing content regularly will also help build your
network on those channels.
• Include “share buttons” on your blog posts and other
content.
– Promoting content yourself is important, but help
others spread and share your content by making it
easy for them to do so
– Include share buttons on all of your content
– Provoke brand evangelism

41. Social Media Promotion Generates Leads & Sales
Source: survey of hundreds of businesses: HubSpot.com/ROI

42. Social Media Promotion Generates Leads & Sales
• Companies that actively use a social media channel are
acquiring customers from that channel.
– For example: 46% of companies who actively publish
a company blog have acquired a customer from that
blog.
– Social media engagements = ROI
– Companies are acquiring customers as a result of
their involvement in social media channels.

43. Step 4: Convert
1. Create
2. Optimize
3. Promote
4. Convert & Analyze

44. Put Calls to Action on All Your Content

45. Put Calls to Action on All Your Content
• Include a call to action on the bottom of your blog posts.
– Calls to action are offers that prompt people to fill out
a form on a landing page, which converts a visitor into
a lead.
– Calls to action are critical to lead generation.

46. Use Landing Pages with Forms

47. Use Landing Pages with Forms
When someone clicks on a call to action, it
should bring them to a landing page with a form.
Landing pages with forms covert website visitors
into leads that a sales team can follow up with.

48. Track Your Conversion Rate & Analytics

49. Track Your Conversion Rate & Analytics
• Be sure to measure your different landing pages and
their rates of conversion.
– Conversion is the percentage of visitors who
converted into leads.
– Keep track of your conversion rates & analytics to
determine which calls to action are working.

50. Analyze Your Marketing

51. Analyze Your Marketing
• Marketing analytics are an important part of your
inbound marketing programs.
– Track the sources of your traffic to understand which
channels send the best traffic and leads.
– Monitor these analytics daily and evaluate which
techniques are working and which aren’t.
– Use this data to modify your inbound marketing
campaigns to do more of what works and less of what
doesn’t.

52. Inbound Marketing Summary
Convert
& Analyze

53. Get Certified in Inbound Marketing
 Watch free, online webinar
classes taught by expert marketing
professors
 Learn about topics including social
media, SEO, blogging, public
relations, lead generation,
marketing analytics, etc.
 Get certified in inbound marketing!
Enroll in IMU at http://inboundmarketing.com.