In today’s world, we each carry the world’s knowledge in our pants and purses. As consumers, our uninhibited ability to access information made possible by the proliferation of high-speed broadband, smart mobile devices, and peer-to-peer social networks has forever changed the way we research, consider and ultimately buy the products and services that become a part of our personal and business lives. Research from the Marketing Leadership Council even goes as far as to suggest that approximately 57% of purchase decisions are made prior to the buyer ever communicating with a sales representative. Listen to this high-energy presentation and open your mind to the philosophies, methodologies and technologies behind Inbound Marketing – a progressive form of marketing that meets this change in consumer behavior head on. Nate’s presentation has been designed to help you shift your mindset, while empowering you to begin the journey of using online content and marketing automation to capture customer attention, build trust and drive qualified customers deep into the purchase funnel.

1. Inbound Marketing Habits: How to Use SHARPER
Thinking and Grow Your Business
Nate Riggs
NR Media Group
November 3, 2015
Heartland Payment Systems is the
lead sponsor of all RES events.
UnitedHealthcare is the
co-sponsor of all RES
events.!

2. Ask ORA:
• offers you a complete resource solution;
• is the only Ohio foodservice-specific
source for information you need to run
your business; and
• is a team that is exclusively focused on the
success of your foodservice business.
Period.
ORA - The Trusted Source for Information
Have a question? We’ll help you find the answer.

4. How to Participate Today
• Open and close your panel
• View, select, and test your audio
• Submit text questions
• Q&A addressed at the end of today’s
session
• Everyone will receive an email with a link
to view a recorded version of today’s
session
• Your feedback is important! You will
receive a prompt to complete a survey at
the end of the session

5. Nate Riggs is the Founder and CEO of NR Media Group, a Columbus-
based Inbound Marketing Company and HubSpot Gold Partner. !
!
Over the past 15 years, he’s helped a wide range of brands adopt
strategies and technologies that evolve their marketing programs to meet
a new generation of internet-savvy consumers. !
!
Nate has delivered presentations at hundreds of industry conferences
and regularly contributes to major business publications such as the Wall
Street Journal, Harvard Business Review, USA Today, Chief Content
Officer Magazine and many others. He also leads the Columbus HubSpot
User Group, a local learning community of inbound marketers and
HubSpot users. !
!
On the side, he teaches on the marketing faculty at the Ohio University
College of Business and is an active board member of OU’s Schey Sales
Centre, an executive member of Professional Marketing Advisory Board
and co-chair of the Student Engagement Committee. !

6. “Content is king”
@nateriggs | #inboundhabits

7. Who was the first person to say it?
@nateriggs | #inboundhabits

8. “Content is King” was the title
of an article published by Bill
Gates on the Microsoft blog in
1996...
@nateriggs | #inboundhabits

10. @nateriggs | #inboundhabits

11. @nateriggs | #inboundhabits

12. Television viewing
has been
on a steady decline
since 2008.
@nateriggs | #inboundhabitsSource: Nielsen Ratings / BI Intelligence: The Future of Digital 2014

13. @nateriggs | #inboundhabits

14. Image Credit: Luca Bruno / Associated Press 2013
St. Peter's Basilica: 2005!St. Peter's Basilica: 2013!
@nateriggs | #inboundhabits

15. In 2015, we carry the internet in our
pants.!
@nateriggs | #inboundhabits

16. Source: ComScore Mobile Lens 2014
In the U.S., Smartphone penetration
surpassed 72% in 2014.
@nateriggs | #inboundhabits

17. US homes now hold an average of
5.7 internet-connected devices per household.
Source: NDP Group survey of 4000 U.S. consumers @nateriggs | #inboundhabits

18. By 2018, video traffic will
account for 79% of all consumer
traffic on the web.
Source: 2014 Cisco Visual Networking Index @nateriggs | #inboundhabits

19. Winning the Zero Moment of Truth - Changing the Rulebook @nateriggs | #inboundhabits

20. Study: The Digital Evolution in B2B Marketing Conducted by CEB & Google
“Buyers reported being 57% through the buying process
before engaging a sales rep”
@nateriggs | #inboundhabits

21. • Prospect experiences
a problem.
• Searches online
to frame it up.
• Names the problem.
• Searches online for
useful content.
• Consumes media that
educates on solutions.
• Identifies providers.
• Narrows the list of
providers.
• Contacts a human to
compare providers.
• Decides on a provider.

22. @nateriggs | #inboundhabits
BUYER PERSONA
A semi-fictional profile of your ideal customer that helps
you understand their demographic and psychographic
information and ultimately their behavior.

23. @nateriggs | #inboundhabits
• Surveys
• Focus groups
• Online research panels
• Stakeholder interviews
• Web analytics
• Social media analytics

24. CONTENT LIBRARY
Collections of useful and relevant video, audio, written
content and downloadable offers, organized
systematically and made available to customers for free.
@nateriggs | #inboundhabits

25. @nateriggs | #inboundhabits
• Podcast Marketing
• Video Marketing
• Blogging
• Downloadable Offers
• Social Media

26. Inbound Habits
How to Get SHARPER Results from Your Restaurant Marketing
@nateriggs | #inboundhabits

27. OUTBOUND INBOUND
rented lists
direct mail
cold calling
online platform
marketing automation
media content
@nateriggs | #inboundhabits

28. @nateriggs | #inboundhabits
The Inbound Methodology

29. HABIT
An acquired behavior pattern regularly followed
until it has become almost involuntary.
@nateriggs | #inboundhabits

30. Stephen R. Covey, Ph.D
1932 - 2012
@nateriggs | #inboundhabits

31. @nateriggs | #inboundhabits

32. Charles Duhigg
Winner of the Pulitzer Prize
The New York Times @nateriggs | #inboundhabits

33. @nateriggs | #inboundhabits

34. To reach more guests, you must build
SHARPER inbound marketing habits.
@nateriggs | #inboundhabits

35. 1. Search behavior
2. Harness intelligence
3. Answer questions
4. Real time
5. Production metrics
6. Editorial roadmaps
7. Reach audiences
@nateriggs | #inboundhabits
To reach more guests, you must build
SHARPER inbound marketing habits.

36. Anyone know AND “Chipotle”
@nateriggs | #inboundhabits

37. @nateriggs | #inboundhabits

38. @nateriggs | #inboundhabits

39. @nateriggs | #inboundhabits

40. Google Social Search Preview: 2012
@nateriggs | #inboundhabits
• Head: 18.5%
• Mid: 11.5%
• Long: 70%

43. Habit #1
Search behavior
@nateriggs | #inboundhabits

44. newbrandanalytics.com
@nateriggs | #inboundhabits

45. Habit #2
Harness intelligence
@nateriggs | #inboundhabits

46. Case Study: McDonalds Canada: Our Food, Your Questions @nateriggs | #inboundhabits

47. Case Study: McDonalds Canada: Our Food, Your Questions @nateriggs | #inboundhabits

49. Habit #3
Answer questions.
@nateriggs | #inboundhabits

50. Case Study: Jeni’s Icecream @nateriggs | #inboundhabits

51. Case Study: Jeni’s Icecream @nateriggs | #inboundhabits

52. Case Study: Jeni’s Icecream @nateriggs | #inboundhabits

53. Title Text!

54. Habit #4
Real time
@nateriggs | #inboundhabits

55. @nateriggs | #inboundhabits

56. @nateriggs | #inboundhabits
Download the Metrics Map:
bit.ly/inbound-metrics-map

57. Habit #5
Production Metrics.
@nateriggs | #inboundhabits

58. @nateriggs | #inboundhabits

59. Circumstantial
Participation
Voluntary
Participation
Assisted
Participation
Mandatory
Participation
4 TYPES OF CONTENT PARTICIPATION
@nateriggs | #inboundhabits

60. “Your marketing should be so
useful that your customers would
pay for it.”
- Jay Baer, Youtility

61. Source: Contagious - Why Things Catch, Jonah Berger @nateriggs | #inboundhabits
High Arousal Low Arousal
Positive
Awe
Excitement
Amusement (humor)
Contentment
Negative
Anger
Anxeity Sadness
Arousal Increases Social
Transmission of Information

62. Habit #6
Editorial roadmaps.
@nateriggs | #inboundhabits

63. “Because all of the brands are jumping in
and spewing content, there’s a
deafening noise.”
Jeremiah Owyang
Analyst, The Altimeter Group
“So, the one way to cut across that is to
advertise and make your content shine
higher.”
@nateriggs | #inboundhabits

64. @nateriggs | #inboundhabits

65. Case Study: FreedMaxick Twitter @nateriggs | #inboundhabits

66. Case Study: FreedMaxick Twitter @nateriggs | #inboundhabits

67. Habit #7
Reach fans
@nateriggs | #inboundhabits

68. ...the long term winners are
those who use the medium to
deliver information and
entertainment.
SHARPER Inbound Marketing Habits
@nateriggs | #inboundhabits
1. Search behavior
2. Harness intelligence
3. Answer questions
4. Real time
5. Production metrics
6. Editorial roadmaps
7. Reach fans

69. Nate Riggs, CEO
NR Media Group
Inbound Marketing Consultants
nate@nrmedia.biz
614-348-2646
Questions?

70. Upcoming ORA events
November 17th 2:00 - 3:00 pm
Webinar: Managing Employee Online Behavior
December 10th 2:00 - 3:00 pm
Webinar: Responsible Service of Alcohol
January 24th & 25th
North American Pizza & Ice Cream Show
(NAPICS), downtown Columbus
January 25th 9:30 am - 12:00 pm
Ohio Restaurant Association Safety Seminar
Check www.ohiorestaurant.org/res for future free
ORA RES events as well as recordings from past
RES events!
Heartland Payment
Systems is the lead
sponsor of all RES
events.
UnitedHealthcare is the
co-sponsor of all RES
events.