SEO is one of the critical components of an Inbound Marketing strategy. In this presentation you'll learn what inbound marketing is, why it's important, and how it can increase the number of leads you generate from your website. There are 7 steps to successful inbound marketing.

1. INBOUND MARKETING
The current state of marketing
By: Beth Browning
Discover Your Customers
1©2013 Beth Browning - Discover Your Customers.

2. Marketing
Outbound Marketing
• Telemarketing
• Tradeshows
• Direct mail
• Email blasts
• Print ads
• TV/radio ads
Inbound Marketing
• Social Media
• Blogging
• SEO/SEM
• RSS
• Free tools/trials
Marketers Push Content Out Content is Found using Search Engines and
Social Networks
2©2013 Beth Browning - Discover Your Customers.

3. Outbound Marketing Stats
• 2/3 of US Citizens are on the Federal Trade Commission’s Do Not
Call List. (via the FTC)
• 44% of Direct Mail is Never Opened. (via the EPA)
• 86% of People Don’t Watch Television Ads. (via The Guardian)
• Print Circulation Continues to Decline. (via Pew Research)
• 91% of email users have unsubscribed from a company email they
previously opted-in to (ExactTarget)
3©2013 Beth Browning - Discover Your Customers.

4. Inbound Marketing Stats
• 35% of marketing leads come from social media, SEO, and
Blogs. (via HubSpot)
• 61% of consumers say they feel better about a company that
delivers custom content. (via Custom Content Council)
• Inbound leads cost half as much to acquire than leads
generated through outbound marketing. (G+)
• Blogs are 63% more likely to influence purchase decisions than
magazines. (via Content+)
• 57% of companies with a blog have acquired a customer
from their blog
4©2013 Beth Browning - Discover Your Customers.

5. Blogging is #1 method for increasing traffic
Source: HubSpot
5©2013 Beth Browning - Discover Your Customers.

6. Shopping Stats
• 88% of consumers research products and services online prior to
making a purchase (Google)
• The average online shopper uses 10.4 online sources before making
a purchase (Google)
• 74% of internet users perform local searches (Kelsey Group)
• 73% of online activity is related to local content (Google)
• 66% of American use online local search, like Google local (Google)
• 61% of local searches result in purchases (TMP / comScore)
• 54% of Americans have substituted the internet and local search for
phone books(comScore networks)
6©2013 Beth Browning - Discover Your Customers.

7. Conversion Statistics
0%
2%
4%
6%
8%
10%
12%
14%
16%
SEO Direct
Traffic
Referrals Paid
Search
Social
Media
Outbound
Lead-to-Customer Close% by Channel
HubSpot – 2012 State of Inbound Marketing
7©2013 Beth Browning - Discover Your Customers.

8. Why do Inbound Leads Convert at a Higher Rate?
• People search with intent
• Problem identification
• Information research
• Comparing alternatives
• Purchase
• Post Purchase
• At each stage of the purchase cycle they become more
“wallet ready”
• It’s rare that a piece of marketing collateral “interrupts”
someone at the time of need
8©2013 Beth Browning - Discover Your Customers.

9. 9©2013 Beth Browning - Discover Your Customers.

10. Why isn’t it working for me?
10©2013 Beth Browning - Discover Your Customers.

11. Common Pitfalls
• Social Media
• Using social media solely in an outbound fashion
• “Doing” social media on auto-pilot
• Infrequent updates
• Posting and sharing irrelevant content
• Not maintaining a social media presence
• Blogging
• Publishing content that’s “interesting” but unrelated to the products and services sold
• Infrequent Updates
• Not responding to comments
• Not having social share buttons
• Not promoting posts via social networks
• SEO
• Hiding important content from search engines
• Too many images and not enough content
• Forgetting to use keywords in all of the important page elements
• Not understanding the impact of personalization and social signals on search results
11©2013 Beth Browning - Discover Your Customers.

12. How Search Engines Find Your Content
(andDisplayitonaResultsPage)
It starts with your ideas and creativity
You turn the ideas into great content
Promote your content on social
networks
People Spread the Word
You do the keyword research
Search engines crawl and index your pages
You build external links
(many of them happen naturally )
Search engines follow the
links to your site (they
keep track of where the
links came from)
Search engines
listen to the social
signals
Your prospective customer searches on a Keyword
The right people find you
Search engines consider
• Location
• Personalization
• Social Signals
• Quality
• And more…
12©2013 Beth Browning - Discover Your Customers.

13. Anatomy of an Inbound Marketing Strategy
The MozBlog – October 18th 2012
13©2013 Beth Browning - Discover Your Customers.

14. 7 Steps to Successful Inbound Marketing
1. Develop a marketing strategy
• Goals and objectives
• Who is your ideal customer
• Where do potential buyers look for
companies like yours?
• How much time and money can you
devote to marketing?
2. Create and maintain a website
• Easy to navigate
• Professional
• Search Engine Friendly
• Easy to update
3. Engage in lead generating
activities
• Blogging
• Social Media
• SEO
4. Convert traffic to leads
• Build landing pages with a call to
action
• Sign up for our newsletter
• Register for a webinar, workshop, event
• Schedule a meeting
5. Convert leads into sales
• Follow up phone calls
• Build & Nurture Relationships
6. Measure and analyze
7. Rinse and Repeat
14©2013 Beth Browning - Discover Your Customers.

15. Discover Your Customers
• Search Engine Optimization (SEO) Training and Consulting
• Provides search engine optimization (SEO) training for webmasters, marketing professionals, web
developers, web designers, SEO professionals or those looking to start a new career .
• Provides consulting services focused on the SEO and social media components of an Inbound
Marketing strategy.
• Key Services:
• Website Analysis and Competitive Intelligence
• Inbound Marketing
• Search Engine Marketing
• SEO Copy-writing
• SEO Training
• Customized On Site Corporate SEO raining
• Pennsylvania Search Engine Academy - SEO Workshops
• On-line SEO Training and Mentoring
Contact Beth at bbrowning@discoveryourcustomers.com for a free website evaluation.
15©2013 Beth Browning - Discover Your Customers.