This presentation introduces inbound marketing - what it is, what it isn't, why you want to use it, and how you do it. It also shows a solid example that I currently use to get business.
Watch the webinar recording: http://thenonmarketer.com/introduction-to-inbound-marketing-video-and-slides/
11. Inbound Marketing (IM)
• Inbound marketing is a style of marketing that focuses on getting
found by customers. This sense is related to relationship
marketing and Seth Godin's idea of permission marketing. David
Meerman Scott recommends that marketers "publish their way
in" (via blogs etc.) in contrast to outbound marketing where they
used to have to "buy their way in" (via paid advertisements). Next
best action marketing can also be applied.
• Traditional marketing (outbound marketing) is where companies
focus on finding customers by advertising. This sense is related to
intrusion marketing and Godin's term interruption marketing.
http://en.wikipedia.org/wiki/Inbound_marketing
12. Major Goals
• Getting found by customers
• Building trust over time
• Establishing authority and reputation
16. Why Inbound
• People hate advertising
• Online research before buying
• Recommendations from friends
• Traditional is failing
• Lower cost
• Better targeting
• Investment rather than ongoing expense
20. Example
• Daily blog posts
Twitter
• Hold a monthly webinar
Promote via the blog and social media
• Capture emails on signups; some sign up for newsletter
• Send follow-up email after webinar
Webinar materials
Poll
21. Spread the Love
• Webinar materials - slides, video
Video
Blip.tv, Vimeo, Viddler
Embed in a blog post
Slides
Slideshare
Embed in blog post
Additional resources
Put them in the post too
22. Future Connections
• Two options
Add all attendees to a list and email about future webinars
Only email newsletter subscribers
• Iʼm testing