This document discusses the transformation from outbound to inbound marketing that occurred in 2013. It defines inbound marketing as relying on earning people's interest rather than buying it, using tactics like SEO, blogging, social media, and targeted landing pages. Inbound marketing has higher response rates and lower costs than outbound marketing approaches. The key is shifting to a mindset of building relationships rather than just telling and selling. Companies need to focus on spreading as a brand on social media to help people and build value in order to get identified as a brand and higher conversions. The year 2013 was about transforming from good to great by sharing content that people want rather than shouting, and getting found rather than making people find you.

1. 2013 – A year of Inbound Marketing
A Perspective from Online Marketing
Presented by : Amish Keshwani
(Innovative SEO)

2. Its time to Transform “Marketing”
Image credit : Hubspot

3.  “ the Internet has turned what used to be controlled, one-
way message into
a real-time dialogue with millions.

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7.  Search engines, blogging & other Internet trends have
fundamentally transformed
the way people & businesses
purchase products.

8.  Audiences everywhere are tough. They don’t have time to be
bored or brow beaten by orthodox, old-fashioned
advertising.
Today, the goal of marketing
needs to be to “get found” by
customers when they are
looking, not “get in their
face
Image credit : Hubspot

9. We need to stop interrupting
&
be what people are interested in.
aka,
“Inbound Marketing”

10.  What is Inbound Marketing ?
 Any marketing tactic that relies on earning people’s
interest instead of buying it; the key to marketing
transformation.

11. Marketing Needs to Adapt
Outbound Marketing Inbound Marketing
• Inside Sales • SEO
• Telemarketing • Pay per click
• Tradeshows • Blogging / Blogosphere
• Seminars • Social Media / Buzz
• Print Advertising • Targeted Landing Pages
• Direct mail/email • Marketing Analytics

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15. Marketing Needs to Adapt
Outbound Marketing Inbound Marketing
• Low response rate (1-5%) • High response rate (20-50%)
• Expensive / Wasteful • Low cost / High ROI
• Becoming more difficult • Wide open playing field
• “Interruption” based • “Permission” based

16.  What we really need is,
a mindset shift that will make us relevant to today’s
consumers,
 A mindset shift from “telling & selling” to “building
relationships”
 And How we can do that ?

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22.  2013 : Companies needs to focus more on spread out as a BRAND to
get higher conversions.
 Social Media is about building relationships, to help, to add value in the
lives of people to start getting identified as a BRAND.
 BRAND is What people think about You.
 BRAND always has high weight over other be it SEO, BLOG or any
other form of Online Marketing.
 BRAND always has 1 message to share which gets reflected by the
content it has.
 What kind of Content We share & How we share makes the difference

23. All Team has to participate for a common GOAL
Image credit : Hubspot

24. 2013 – A year about bringing TRANSFORMATION
 Transformation from being GOOD to GREAT
 Transformation from “Shouting” to “Sharing”
 Transformation from “Content” to “Resource”
 Transformation from “Industry centered approach” to “People
centered approach”
 Transformation from “FIND ME” to “GET FOUND”
 Transformation from “Buy Me” to “I know What U Want”
 Transform to Brand which says : “I care about what you want”

25. THANK YOU!
 For any queries, please reach out to,
Amish Keshwani
Email : amish@innovativeseo.net
http://www.innovativeseo.net
http://www.linkedin.com/in/amishkeshwani