You'll find out here how Inbound Marketing is a lead magnet and the right solution to increase your business visibility and e-reputation! Pycty will introduce you here the 8 mistakes you must no longer commit in your web marketing strategy. The way people communicate, search for information, consume, has changed. Today, web marketing has to adapt. Opt for a relational marketing based on content marketing, social media strategy, SEO and lead nurturing. In a few words: Pull Your Customers Toward You! Discover here the conference Pycty gave at UBA. Want to learn more: www.pycty.com

1. INBOUND MARKETING
A leads magnet
Conference at the UBA’s Digital Commission.

2. INBOUND MARKETING
What is it ?
Why doing it ?
How to do it ?

3. INBOUND MARKETING
What is it ?
Pull Marketing
• Permission
• Non-intrusive
• Relational

4. INBOUND MARKETING
Why doing it ?
People are going on the web for :
• Getting information
• Entertainment
• Buying
Adapt communication to the way people
use the web to get found naturally.

5. INBOUND MARKETING
How to do it ?
CONTENT
INBOUND
ATTRACT
NEW CUSTOMERS
SOCIAL
SEO
MEDIA

6. INBOUND MARKETING VS OUTBOUND MARKETING
Contrasted & Complementary

8. INBOUND MARKETING & OUTBOUND MARKETING
Contrasted & Complementary
INBOUND OUTBOUND
VS

9. INBOUND MARKETING & OUTBOUND MARKETING
Contrasted & Complementary
INBOUND OUTBOUND
VS

10. INBOUND MARKETING & OUTBOUND MARKETING
Contrasted & Complementary
INBOUND OUTBOUND
VS

11. INBOUND MARKETING & OUTBOUND MARKETING
Contrasted & Complementary
PAID
OWNED EARNED
INBOUND

12. Today’s websites
and their marketing efficiency

13. Today’s websites
Facts
99% of websites’ visitors are human
They have emotions
On the web, consumers are active
Ability to visit multiple websites
Use others recommendations to make their choice
On the web, traditional marketing doesn’t
work that well

14. Today’s websites
8 mistakes

15. Today’s websites
Mistake 1
WHO THE
HECK ARE
THESE
PEOPLE?

16. DOES SHE
REALLY WORK
AT YOUR
COMPANY?

17. BECAUSE SHE ALSO WORKS
AT OTHER COMPANIES!

18. Do you really think people are stupid ?
Be more human / Be more authentic.
Don't be afraid, let visitors enter and smile to them !

19. Today’s websites
Mistake 2
NO BLOG.

20. Blog - What for ?
Communicate your brand’s values
Be Google’s best friend
Feed your social networks
The best outbound relay
Don't forget what people want is not a beautiful design
but they want you to meet their needs.

21. Having a BLOG - Results
55% More Website Visitors for 434% More Indexed Pages for 97% More Inbound Links for
Companies That Blog Companies That Blog Companies That Blog
2.500 10.000 18.000
2.000 8.000 16.000
1.500 6.000 12.000
1.000 4.000 8.000
500 2.000 4.000
Don't Blog Blog Don't Blog Blog Don't Blog Blog

22. Today’s websites
Mistake 3
NO CONTENT
STRATEGY.

23. Be content creators.
Be customer-centred and not self-centred.
• What are they are looking for ?
• What do they want to learn ?
• What are their questions/problems?

24. People love stories, so create content that People love.
2 main Advantages
• Confidence & Quality
• Get found easily

25. Stop advertising, start publishing.

26. Today’s websites
Mistake 4
DON'T LIKE
PENGUIN.

27. STOP BUYING BACKLINKS
Google Penguin doesn’t consider this anymore.
Solution - Generate inbound links
Earn them through great content.
" DON’T BUY IT, DESERVE IT "

28. People don't only type one keyword !
All competitors are fighting for the same keywords
19% of overall searches have never been typed before
People type “long tail” searches

29. Today’s websites
Mistake 5
CONTACT US.

30. 75%
Smart Calls-to-action
& Landing pages 22%
Contact us
3%

31. Answer people’s need through whitepapers
“Give-to-get” strategy
Result - Increase lead generation

32. Today’s websites
Mistake 6
NO CONTEXT.

33. " If content is king, context is god "
People are on your website for a specific reason.
Create a context between page content and the call-to-action.
Result -Increase lead generation

34. Today’s websites
Mistake 7
BOTTOM ONLY.

35. Do you think social media don't bring any sale ?
The last traffic source doesn’t mean the only one
important.
You need to track leads behavior on your website.
Analyze your overall funnel of conversion.

36. Today’s websites
Mistake 8
NO REACTIVITY.

37. If you can't react quickly, why having a real-time analysis ?
Real-time marketing
Short-term campaigns.
Quick promotions.
Website content about the general news.
Overall analysis of your webmarketing actions.
A/B testing
Your calls-to-action.
Your landing pages.
Control your ROI.

38. INBOUND MARKETING
Facts & Figures

39. INBOUND MARKETING
Facts & Figures
Average Distribution of Lead Generation Budgets, 1 to 5 Employees
SMALL VS. LARGER BUSINESSES Over 500 Employees
20% 18% 17%
14%
Average % Budget
11% 11% 11% 11%
10% 9%
10%
7% 7% 7%
5% 5%
4%
3%
0%
Social SEP Blogs Email Trade PPC Direct Telemarketng
(Organic Search) (Paid Search)
Media Marketing Shows Mail
The 2012 State of Inbound Marketing
www.HubSpot.com/SOIM

40. INBOUND MARKETING
Facts & Figures
Average Distribution of Lead Generation Budgets, Data pulled from analytics
SMALL VS. LARGER BUSINESSES tracking of a sample of over
1.000 HubSpot customers
15% 15%
20%
Average % Budget
12%
9%
8% 7%
4%
4%
2%
0%
The 2012 State of Inbound Marketing
www.HubSpot.com/SOIM

41. INBOUND MARKETING
Facts & Figures
Average Cost Per Lead Inbound vs. Outbound
$400
15%
Average Cost Per Lead
61% Lower Cost per Lead
Outbound Marketing
Dominated
Inbound Marketing
Dominated
$0
2010 2011 2012
The 2012 State of Inbound Marketing
www.HubSpot.com/SOIM

42. ?
&
ALL IN ONE MARKETING SOFTWARE.

43. Get Found Convert Analyse
BLOGGING AND CALL TO ACTION ANALYSE
CONTENT MARKETING You need great calls-to-action BEHAVIOURS OF YOUR
• Helping for your SEO to generate leads • Visitors
• Impact analysis • Leads
• Clients
SEO LANDING PAGE ANALYSE
• Find and analyze the most • A/B testing PERFORMANCE OF YOUR
performant keywords • Forms • Content
• Inbound links analysis • Social Media
• Reputation • Global website
SOCIAL MEDIA MARKETING RETURN ON
• Track your mentions online AUTOMATION INVESTMENT
• Schedule and publish posts • Automate your funnel with • Measurement tool in order to
• Analytics to see if your efforts workflows and automation have an excellent ROI from
are paying off your marketing actions

44. HubSpot
1. HubSpot helps you to bring trafic to your website
• Social Medias tools
• SEO tools
2. HubSpot helps you to convert your trafic into leads
• Call-to-action
• Landing pages

45. HubSpot
& Social Media
Create, Schedule and Send Posts See Which Leads are Clicking on
Across Social Channels. Your Social Content.

46. HubSpot
& Social Media
Quickly Track Interactions and Find Your Social Media Influencers.
Grow Your Reach.

47. HubSpot
& SEO
Keywords - Find and track your Inbound Links - Identify which
best-performing keywords sites are giving you link love.

48. HubSpot
& SEO
Page-Level SEO - Evaluate
individual pages on your site.

49. HubSpot
& Calls-to-action / Landing pages
Smart calls-to-action - personalize A/B Test everything for Better
offers for each visitor. Conversions.

50. HubSpot
& Calls-to-action / Landing pages
Smart Fields: Make things easier
for your leads.

51. HubSpot
What next ?
Grade your website on
www.marketinggrader.com

52. CONCLUSION

53. INBOUND MARKETING
Results
Improve sales close rates by 50% or more
Generate leads at 1/3 the cost of Push Marketing
Shortens the sales cycle by 20%-40%
Protects your pricing from margin erosion
Pull Marketing is a great way to stay in touch with
prospects and convert them later
Pull Marketing is a great way for retaining customers

54. INBOUND MARKETING
3 questions to make it work !
Do you create and promote interesting and unique
value-added content?
Does your webmarketing plan include converting traf-
fic into leads before converting them into customers?
Do you know which activities are working and which
are not?

55. Pull Your Costumers Toward You !