With
INBOUND MARKETING
Traffic, Leads & Customers

What gets us into trouble
is not what we don’t know.
It’s what we know for sure that just ain’tso.
-MARK TWAIN

Hi, I’m @dharmesh

There is one thing
I have some experience with…

GROWTH!
FOUNDED
11,000+ customers
INVESTED IN
50+
startups
CREATED
400,000+
members

It’s a book about how to grow with inbound marketing.
and I co-wrote this…
inboundbook.com

There’s a fundamental dilemma
with marketing...

MANY THINK MARKETING IS
VIL.

It’s why marketers don’t get much love.
Less Trusted
More Trusted
Stockbrokers
Lawyers
Car Sales
Lobbyists
Marketers
Gallup Poll, 2013

But, marketing doesn’t have
to be evil.

There’s a way to market that people
LOVE.
It’s called
INBOUND MARKETING.

Not only is inbound marketing
a more humanapproach,
it’s also more effective.

You might be wondering…

What is inbound marketing?
1

Here’s how
old-school marketing works…

Start with a budget
(big or small)

Then, use that budget
to interrupt your way into people’s lives.

There are a few problems with this approach.

NOBODY wakes up
and thinks:
“I hope I get interrupted today.”

95%
of people
don’t like being interrupted.

The other 5% hateit.

We’re all getting
better and better
at blocking out unwanted messages.

Interruptive marketing is an arms race for attention.

Your well-heeled
competitor has a
massive
marketing budget.
And you…
not so much.
.

You can’t out-spend
the behemoths.
Not only do they have more money,
they have fewer brain cells.
(and they’re not afraid to ignore them!)

You’re not really buyingattention, you’re rentingit.

Ads are TEMPORARY.
When you stop paying the “rent”, you stop getting the attention.

33
“OK fine. I don’t want to annoy people.
What’s a better way?”

INBOUND
MARKETING

Inboundtakes the marketing
people know
(and hate)

It’s a different, more empathetic
approach to marketing.

It’s about
people, instead of annoying them
ATTRA

It’s about out-thinking
your competitors,
not out-spending them.

It also helps you get long-term leverage.
you

“I like the sound of that…
…tell me
more.”

It’s simple.
(but not easy)
It’s about providing value
instead of pushing your way in.

And the most common way to do that
is to create content that’s helpful.

Some types of content you can create…
Blogs
Photos &
Infographics
Videos &
Podcasts
Presentations
& eBooks
Software/
Tools
(This deck is a good example. It promotes the Inbound Marketing book.)

The best place to start creating content is to start a…

Warning:
INBOUND TAKES WORK!
Youcan’t
just sit
back and
relax.

In short…

CREATE
KICK-ASS CONTENT

So that’s a bit about
strategy and philosophy.
Now, let’s dig in to some details.

To better understand this,
here’s a typical flow…

Blogging CMS Social SEO
Email
Nurturing
Landing
Pages
Calls-to-action
Sales Analytics CRM
Typical applications
needed for
marketing.

Blogging
Website Pages
Social
SEO
Email 2.0
Landing
Pages
Calls-to- action
Analytics
CRM
“Top Of The Funnel” is about pulling visitors to your website.

Blogging
Website Pages
Social
SEO
Email 2.0
Landing
Pages
Calls-to- action
Analytics
CRM
“Middle Of The Funnel”
is about converting visitors to leads or customers after they visit your site.

How do I attract visitors?
2

Did you know there are
5.9 BILLION
daily searches on ?
(me neither, had to look it up)

Maybe a few of those people
would be interested
in yourproduct?

You need to know
at least the basics
of Search Engine Optimization
(SEO)

Search engines are raining free traffic.
SEO is about catching some of it.
(Note: It’s not quite that easy.
SEO takes work too.)

“Wait. Can’t I just
buy pay-per-click
(PPC) ads?”

Yes, you can.
PPC ads are a great
way to learnwhat works.

But, it’s really hard
to get any leverage.
Oh, and also…

Why pay to reach the 20%,
when the other 80% are
freelow marginal cost?

Outbound Marketing

And have those assets
pull people in.

So, invest in organic search.
As ye SEO,
so shall ye reap.

There’s a chapter on it in the book.
Want to learn more about SEO?
inboundbook.com

ONCE UPON A TIME,
SEO was about clever tricks
to get a web page to rank.

Smart SEO experts
will tell you:
Don’t try these tricks,
they can be toxic.
(I’ll tell you the same thing)

The first step in SEO is picking the search keywords
you will focus on.

Be mindful about the keywords you pick.

You want keywords that have decent search volume.
(people search for that word/phrase)

Most clicks go to links on the first page of results.
So, pick key words where you have a fighting chance.

Don’t pick keywords that are so competitive that you’ll never rank well. (Don’t pick a fight with a ninja)

Now, prepare for the
advice on SEO you will ever hear...
(at least from me)

Solve for the searcher
not the search engine.
Happy Humans = Happy Google
Happy Google = Better Rankings

Don’t mass produce content.
To succeed, you need to stand-out.

Relevant, useful content
makes humans happy.

Fast web sites make
humans happy.

Clear, well designed sites
make users happy.
Invest in great design
and user experience.

Mobile friendly websites make people happy.

Once you’ve created content,
and optimized it.
The next step is to spread it.

That’s where social media
can help.

First, make it dead-simple
to share your content.
Put sharing buttons
on your site.
The easier it is to share,
the more people will share it.

For social to work, you’ll need followers
(talking to yourself is not much fun)

What’s the best way to get fans?
Create value for the connections you hope to get someday.

Don’t try and automate getting fans or followers.

Numbers may
go up,
but your brand goes down.

How I do I convert visitors?
3

So, you’re creating a bunch of great content, rockin’ on social and people are starting to visit your website.

It’s not a torrent of traffic,
but everyone starts somewhere.
Now, you need to start converting these random visitors.

Based on your business, you want them to become:
1.users
2.leads
3.customers

First thing you should do:
Implement “Calls To Action”
GET FOUND, READ THE INBOUND BOOK

Other examples
SIGN UP FOR FREE 30-DAY TRIAL
SCHEDULE A DEMO
BUY NOW (money back guarantee)

Who do I hire for marketing?
4

You want someone
that’s going to jump in
and start helping your future users/customers.

Digital
Citizen
Analytically
Driven
Content
Creator
Reach
Builder

Where can I learn more?
5

Tech savvy marketers you should learn from
HitenShah
@hnshah
KISSmetrics
Sean Ellis@seanellis
GrowthHackers
Leo Widrich@leowid
Buffer
Rand Fishkin@randfish
Moz

Connecting marketers to great content, and each other.
(34,000+ members)
Community you should join.
inbound.org

What are the chances that 139 5-star reviews are wrong?
And, it’s in paperback now.
And of course, buy the book. 
inboundbook.com

Read? Set? GET GROWING!
Tell your friends:
Would love feedback on this deck:
feedback@inboundbook.com
inboundslides.com