Inbound Marketing Basics for Conscious Businesses

Inbound Marketing Basics
for Conscious Businesses

By the guys at

Web: InboundDen.com | Tw: @InboundDen | Fb: InboundDen

Introduction
This eBook is a summary of all the Inbound Marketing basics for new
conscious business planning their marketing strategy that we here at
Inbound Den have learned in 6 years in the field. The goal is to get you
familiar with the process so your company can start on the right path.

Inbound means to have your potential clients come to you. They find you in
search engines via non-paid searches (organic searches). Inbound Marketing
includes blogging for your site, interacting in social media, and optimizing
your site for SEO (search engine optimization).

For more information, check out our site www.InboundDen.com

~ Well wishes on your campaign!


Table of Contents
I. Where to Start?
II. The Inbound Marketing Process
III. Creating Content
Blogging and Content Basics
IV. Measure Your Results
V. Basics of Social Media
What to Do?
VI. Converting Leads to Clients
VII. How to Track your Competitors
VIII. How to Hire Inbound Marketers
What to ask in the interview?
IX. Recommended Reading
X. Conclusion


Where to Start?
Define your area of expertise – niche business are
great!

Determine your goals for your campaign

Identify your customers and

audience for your blog Tip:
Write it down and revisit
your goals and audience
description to stay on task


The Inbound Marketing Process
Inbound
Create Unique Content
Marketing is a
constant cycle

Create new Measure Results
Strategies Every 3 months

Remove what’s not working


Creating Content
Types of Content: What to Write/Create:
Blog posts How-to blogs
E-books “Top 10, 5, 3” posts
Videos Industry or local events
Live webinars Book, article/journal, movie,
and video reviews
Podcasts & webcasts
Tip:
Ask current clients, local
celebrities or experts, and
other bloggers to do guest
blogs


Blogging & Content Basics
Titles: use key words and make it interesting for people to read

Images: always include an image and add a key word in the “alt” field

Videos: quick, easy, and short are best. Don’t plan too much, be spontaneous ☺

Be honest and share your own stories! This isn’t a term paper!

Body of blogs: between 200 and 400 words and include headings to separate
content

Links: include no more than 3 links in each post

Comments: allow people to comment, don’t lock for approval

Share in social media: Twitter and Facebook or LinkedIn groups


Measure your Results

Determine how many of followers, blog
subscribers, and link backs to you site you have

Review the number of pages indexed by Google

Check % of leads increase/decrease

Analyze sales stats for improvement

Tip:
Monitor your brand online


Stop What didn’t Work
After reviewing your results, eliminate the strategies
that didn’t bring leads or meet your goals

Brainstorm for new content
Create different ways to reach clients
Ask for feedback from customers


Basics of Social Media
The most popular are: Facebook, twitter, LinkedIn, and YouTube

Decide which one is right for your company/brand/industry

Begin by choosing Names/Usernames that that will
distinguish your business/brand from others

Next, add images, bio/summary, and website links to all social
media profiles


Social Media – What to Do?
Facebook – Social Network
Create a Fan Page for your business and ask clients/staff to LIKE
Post pictures, blog posts, and engage in conversation with your
followers

Twitter – Personal Learning Network
Follow people in similar fields and join chats
Share your posts and other articles of interest

LinkedIn – Professional Network
Join groups and participate in forums
Create you own group(s) and invite others to join you
Share conversations on other social networks
Chat and answer questions from other groups


Converting Leads to Clients
Understand your industry’s buying cycles and offer
free content
Ensure all your pages have Calls-to-action buttons
above the fold
Make it easy for people to understand what you
offer/sell
Offer online contact forms


Converting Leads to Clients

Target each audience differently with landing
pages and demos exclusive to their needs
Understand that traffic is not important.
Converting leads is the goal

Strive for quality Tip:
Try different colors and images for
leads your call-to-action buttons and
page designs to see what brings
more quality leads


Tools to Track your Competitors

Use...

Facebook and twitter to find out how many Fans they have

Compete.com for traffic history

Google to search your brand for number of results

YouTube to see how many videos posted


How to Hire Inbound Marketers
You want to start your own internal team but don’t know how to find
them? These are the “must haves” for building your own team:

Must be “Digital Citizens”
Able to Analyze your website & leads data
Proficient in creating various types of content
(eBooks, blogs, videos)

A plus if…
Have web following in Twitter or Facebook
Client Support Oriented background


The Interview
What to Ask Your Potential New Team:
Blogs they read and subscribe to
What RSS reader do they prefer
How often they blog

Ask them to show you how they use…
Facebook, twitter, LinkedIn
YouTube Channels


Recommended Reading
Inbound Marketing by Brian Halligan and Darmesh Shah

New Rules of Marketing & PR by David Meerman Scott

Content Rules by by Ann Handley, David Meerman Scott,
C.C. Chapman

The Social Media Marketing Book by Dan Zarella

The Facebook Marketing Book by Dan Zarella


Conclusion

Inbound Marketing is a long time commitment
that if done right, can help your business
attract more customers.

Visit us at www.InboundDen.com

to get started with your Inbound Marketing strategy


Inbound Marketing Basics for Conscious Businesses

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Inbound Marketing Basics for Conscious Businesses