A beginners guide to inbound marketing

1. INBOUND
MARKETING
For Beginners
The PeopleOps guide to creating voice
PEOPLE PSHire People, Not Programs.

2. Inbound Marketing vs. Outbound Marketing
Inbound: Distribution of authentic and
engaging content online that brings the
“prime” customers attention to your
business.
Outbound: Markets via billboards,
commercials, anything that disrupts your
daily schedule
Inbound Marketing typically consists of:
Website Optimization / SEO
Blogging
Authentic Content Distribution
Social Media Marketing
Analytics

3. Think of Inbound Marketing like this:
You want to be “found” by people who are looking
for you; not interrupt the lives of people you’re not
relevant to. So, how do you do that?
Design your website up for maximum search engine
optimization (SEO)
Blog about your industry
Create relevant and authentic content for your audience
Engage your audience through social media

4. The Reason is Simple
First, and most importantly, Inbound Marketing cost
61% less than outbound marketing.
Second, 41% of marketers say inbound marketing
produced measurable ROI in 2013.
Traditional Outbound techniques arent cutting it anymore.
Check out these stats:
86% of people
skip TV Ads
There was a 46%
decline in show
spending
44% of Direct
Mail is never
opened
Think of what you can do with the money you’ll be saving

5. Numbers Never Lie
0%
20%
40%
60%
80%
LinkedIn Blog Facebook Twitter
% of Channel Users who
Acquired a Customer
Through That Channel
(while using Inbound
Marketing)
Source: State of Inbound Marketing, Hubspot, March 2012

6. Necessities
Analyze Your Current Marketing Strategy
Dedicated Inbound Marketer
S.M.A.R.T Goals
Target Audience
Brand Persona
(Specific, Measurable, Attainable, Realistic, Timely)

7. Assessment of Current Marketing Strategy
You have to know what you’re working with before
you change it.
What does your website generate in terms of
SEO and it is easily navigated?
How many visitors do you typically see in a
month?
Are you generating leads?
What is the conversion rates on your site
visitors and leads?
How much value is your current marketing
strategy adding to your business?

8. Dedicated Inbound Marketer
You do not necessarily need a marketing
department; rather, one or two team members
who are dedicated to the inbound marketing
strategy
The strategy will consist of multiple channels,
measuring different analytics, and optimizing
landing pages (to name a few).

9. S.M.A.R.T Goals
(Specific, Measurable, Attainable, Realistic, Timely)
Set attainable goals per month
How many leads do you need to generate specifically?
How will you measure your efforts?
How do you plan to attain said leads?
What are realistic goals for your marketing action plan?

10. Target Audience
Dial in who you’re marketing to
Every target audience will have a different persona– play to it
Develop different strategies for different markets and then use
them when needed.
This will save both time and money when it comes time to
implement them

11. Brand Persona
Your company brand or persona is more important than your
logo. Your brand is what truly sets you apart, and makes you
humanistic and likeable.
Who is your company?
What are you all about?
What’s the company culture like?

12. PEOPLE PSHire People, Not Programs.
Always remember:
If Google can’t find you, no one can.