2.  Creating websites for 14
years
 Participating in Social Media
for 7 years
 MBA in Marketing
 Certificates in
 E-Business Marketing
Management
 Project Management
Pam Aungst  Google AdWords
Owner, Online Marketing Consultant
Pam Ann Marketing  Advanced Social Media

3.  Think of one piece of
inbound marketing content
you could create for YOUR
business
 Share YOUR ideas after the
presentation

4. “Inbound Marketing is
the practice of bringing
warm, qualified leads
into your sales funnel
rather than reaching
outward to cold,
questionable targets”
Clay Schossow
–

5. Outbound Inbound
Marketing Marketing
•Telemarketing •Blogging & SEO
•Trade Shows •Video & Social Media
•Direct Mail •Webinars
•Email Blasts •White Papers
•Print Ads •eBooks & Guides
•TV/Radio Ads

7. Educate
Sales Funnel Inbound Marketing
&
Inform
Establish
Reputation
Prove
Yourself

8. What to Publish
 Blog Posts
 “How-to” Tutorials
 White Papers
 E-Books
 Videos
 Webinars

9.  Customer FAQ’s
 Review an industry publication or summarize latest
industry news
 Lists! “Top 10” Tips For…
 Interview someone
 Repurpose old content (newsletters, case studies, etc.)
 Record what you’re already doing
 Repurpose new content
 Blog articles to e-book
 E-book to webinar
 Webinar to video

11. Download Blog
Social
Registrations Comments
Media
Webinars

12.  LinkedIn = Giant virtual show floor
 Prospects are there asking technical questions - Answer them!
 Point them to your resources
(that genuinely useful content you made)
 Google Plus = Trade show sponsorship
 Easy way to get your name out there
 Facebook & Pinterest = Brochures on tabletop
 Visually show off your capabilities
(Pictures, pictures, and more pictures)
 Twitter = Cocktail party after the show
 Converse to build relationships

13. • Push out the same old sales info
(copy that sound “salesy”)
• Act differently online than in person
(i.e. obnoxious)
• Be inconsistent

14.  Talk about yourself LESS than you talk about genuinely useful
information
 Less of “We are awesome, our stuff is great”
 More of “Hey, this information is pretty great”
 Here’s where partnerships come in
 Customers
 Vendors / Distributors
 Trade Associations
 Chambers Of Commerce
 Charitable Associations
 Partnerships
 Make it easy to keep self-promotion to a minimum
 Strengthen existing relationships
 Allows for sharing of resources

15.  More effective and
memorable than a cold
call
 “People love to be made
to feel special.”
UnMarketing
– Scott Stratten,
 Drives traffic to your site
“Hey, look, Pam Ann Marketing
wrote an article about us!”

16.  Measurable Inbound Marketing Metrics:
 Blog metrics
▪ Number of subscribers
▪ Average time on page
▪ Bounce Rate
 Number of content downloads
 Social Media Engagement
(comments, “likes”, mentions, retweets, shares, etc.)
 Number of inbound links gained
 Number of inquiries/leads
 Use metrics to define objectives & analyze success
 Example: “Increase blog subscribership by 5% per quarter”
 Example: “Increase social-driven website traffic by 10% per year”

17. Recommended Reading
•eMarketing Strategies for the Complex Sale
by Ardath Albee
•Unmarketing
by Scott Stratten
Inbound Marketing
Download this slide deck at http://bit.ly/PamInbound