Inbound Marketing 101 presentation that covers the five basic principles of Inbound Marketing strategy, plus four simple strategies for teaching it to students.

1. Five Principles of Inbound Marketing
&
Four Simple Strategies for Teaching It
Saturday, February 13, 2010

2. What is Inbound Marketing?
•New term, refers to tactics that allow
customers to find your company online.
•Mostly pushed by select companies
•Umbrella for existing tactics - primarily
SEO & Social Media
Saturday, February 13, 2010

3. Case Study:
About:
•Founded in 2006 by Dharmesh Shah &
Brian Halligan
•VC funded
•Sell web based software for inbound
marketing
Saturday, February 13, 2010

4. Case Study:
Using SEO & Social Media:
•Secured millions in extra VC funding
•Created market demand for “inbound
marketing” (while flooding search
markets with content for that term)
•Created popular YouTube videos
(250k views)
•Top ranked marketing blog
(#28 on AdAge’s Power 150 list)
•Popular employee Twitter accounts
Saturday, February 13, 2010

5. Case Study:
“Inbound Marketing” Promotion:
•Sponsored Inbound Marketing Summit
Google demand for “inbound marketing”
•Created Inbound Marketing University
•Published the Inbound Marketing book
HubSpot Growth 2006-2009
Saturday, February 13, 2010

6. Five Principles of Inbound Marketing
1. Listen & learn
2. Create exceptional content
3. Use the right online marketing mix
4. Engage with your customers
5. Analyze & measure
Saturday, February 13, 2010

7. Listen & Learn
•Most important
•Know your customers & industry
•Google Tools
• Google Reader
• Google Alerts
•Social Searches
• SocialMention.com
• Search.Twitter.com
•RSS Feeds
Saturday, February 13, 2010

8. Create Exceptional Content
Text based
•Blog posts
•Articles
•White papers
•Status updates
•Websites
Rich media
•Videos
•Podcasts / audio
•Photos
•Games
Saturday, February 13, 2010

9. Use the Right Online Marketing Mix
SEO
• Optimizing for search traffic
• Search still best place for
qualified traffic
• Time intensive
Social Media
• Engaging with people
• Creating content
• Can be good traffic source
• Branding benefits
• Time intensive
Saturday, February 13, 2010

10. Use the Right Online Marketing Mix
SEO
On site optimization
•Keyword usage
•Clean code
•Site usability / behavioral stats
•Internal linking
•Fresh content
•Title tags
Off site optimization
•Inbound links
Analysis & Measurement
•Google analytics
•Keyword rankings
(becoming less important)
•Conversions
Saturday, February 13, 2010

11. Use the Right Online Marketing Mix
Social Media
Creating & Share Content
•Text content
•Rich media
Intelligent Listening
•Social searches
•Prompt responses
Community Participation
•Twitter
•Facebook
•LinkedIn
•Forums
•Commenting
•Social conversation
•Offline engagement
Analysis & Measurement
•Brand mentions Be Human.
•Engagement
•Google analytics
•Conversions
•Brand perception
Saturday, February 13, 2010

12. Engage With Your Customers
Engagement Tactics
•Commenting on blogs
•Status updates
•Searching & responding
•Create useful content that drives
dialogue
•Conversations on social
networks
•Promoting others as much as
possible
Benefits
•Builds long term community
•Cuts customer service costs
•Lead generation
•Branding
•Website traffic
•Customer loyalty
Saturday, February 13, 2010

13. Analyze & Measure
Google Analytics
•Traffic
•Referrals
•Conversions
•Page views
•Time on site
Engagement
•Postrank.com
•Comments
•Social sharing
•Referrals from SM sites
Saturday, February 13, 2010

14. Teaching Inbound Marketing
1. Encourage blogging
•Wordpress.com (.org for advanced users)
•Google Analytics
2. Encourage community participation
•Read & subscribe to blogs
•Comment
•Use twitter
3. Encourage backchannel discussion
•Twitter #hashtag for class related discussions
•Use blog for assignments & topic discussion
•Post slide decks to slideshare.net
4. Use collaboration tools for group projects
•Google Wave
•Google Docs
•mindmeister.com
Saturday, February 13, 2010

15. Thanks!
• Web: www.leveltendesign.com/blog
• Twitter: @LevelTen_Colin
• E-mail: colina@getlevelten.com
Saturday, February 13, 2010

16. Photo Credits
• http://www.flickr.com/photos/pittaya/2349633400/
• http://www.flickr.com/photos/bensutherland/
2273567157/
• http://www.flickr.com/photos/trazomfreak/
2588385775/
• http://www.flickr.com/photos/cambodia4kidsorg/
4291948239/
• http://www.flickr.com/photos/mwichary/
3408590650/
Saturday, February 13, 2010