This document discusses how inbound marketing uses content and social media to attract potential customers, rather than interrupting people like outbound marketing does. It explains that inbound marketing yields lower-cost leads and involves creating useful content and sharing it across channels so people find you. The document provides tips for getting started with inbound marketing, such as repurposing existing content, publishing everywhere, using keywords strategically, and setting goals and measuring results.

1. Learn how to drive traffic to
your website and capture leads
using inbound marketing.
Ted Parisot
President at Informe, Inc.
www.informeinc.com
ted@informeinc.com
Marketing is Changing
1950 - 2000 2000 - 2050
Inbound vs.
Outbound Marketing
INBOUND:
SEO
Blogging
Social Media
OUTBOUND:
Telemarketing
Direct Mail
Trade shows
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2. What is Outbound
Marketing?
• Outbound marketing is the
traditional form of marketing
where a company initiates the
conversation and sends its
message out to an audience.
Outbound Marketing
Examples
Tradeshows
Direct Mail
TV commercials
Print advertisements
Telemarketing
Email blasts
Outbound Marketing is
Harder Today
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3. Outbound Marketing is
Harder Today
Outbound Marketing is
Harder Today
800-555-1234
Annoying
Salesperson
The Good News,
Inbound Marketing!
Get found using
Google, Social Media
and Blogging
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4. Inbound Consistently
Yields Lower Cost Leads
What is Inbound
Marketing?
• Inbound marketing involves getting actively found by your
potential customers through search and social media.
• Create a useful, informative website with valuable content.
Share that info in various social media channels and let visitors
find and come to you.
• Inbound marketing is more effective than traditional outbound
marketing methods because you aren't interrupting people to
get their attention, they are actively seeking you out.
Inbound Marketing
Examples
Blogs
Search
Social Media
Webinars
ebooks
Forums/Groups
Content Syndication
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5. Questions to Ask
Yourself…
Am I regularly
creating new
share-worthy
content?
Questions to Ask
Yourself…
Am I promoting my content
on social media channels?
Questions to Ask
Yourself…
Am I optimizing
my content for
search and
social media?
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6. Questions to Ask
Yourself…
Am I converting
as many
visitors into
leads and sales
as I can?
Stop acting like a
marketer or advertiser
Start acting like a Publisher,
curator and socializer
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7. Create Content
How to Get Started?
How to Get Started?
Repurpose Content You Already Have!
Powerpoint > Youtube
Powerpoint > Slideshare
Pictures > Flickr
Pictures > Facebook
Pictures > Pinterest
Data > Infographic
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8. Publish Everything!
• Blog
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• News Releases
Publish Everywhere!
Facebook Linkedin
Twitter Youtube
Pinterest RSS Feeds
Google+ Slideshare
Different Content is consumed at different
stages of the sales funnel
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9. Company Blogs are
Increasingly Valued
Increase Your Chance
of Being Found
Attract More Links
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10. Attract More Visitors
Make Sharing Easy
Be a resource
-
Show your expertise
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11. Keyword Strategy
Track Everything!
What content drives the most traffic?
Where is the most traffic coming from?
Do visitors to your site take action?
Recap
- An online presence is required
- Content is King
- The right keywords are critical
- Fresh content is important
- Social signals impact search
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12. Smart Marketing is
Measurable Marketing
Set Specific Goals!
What are your social media
marketing goals?
Smart Marketing is
Measurable Marketing
Are you trying to drive a record
amount of traffic to your
website?
Smart Marketing is
Measurable Marketing
Or maybe you need to generate
a certain number of qualified
leads by the end of the month.
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13. Choose the right
Social Network!
You've got the obvious options --
LinkedIn, Facebook, Twitter -- along with
a host of niche networks, from networking
sites for research scientists, to networks
for those who love knitting and crochet.
I will cover Linkedin specifically in my next breakout session at 3:00
Create a Content Plan
Now that you have goals set
and a sense of which social
networks to leverage, you can
build out a content plan.
Because what else will you fuel
your social presence with?
Create a Content Plan
Define the different categories of
content you’re going to produce for
your brand.
We call these “content buckets”
TyStyleMe Example
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14. Create a Content Plan
There are a wide range of offer types to consider adding to
your pipeline, from photos & videos, to infographics or
information rich ebooks.
Some of these formats will be better at generating general
traffic, while others will appeal to a more targeted audience
that can convert into qualified leads.
Create a Content Plan
Content is what drives people to subscribe to blogs, search on
YouTube and play on Facebook.
Internet users are looking for information and content that:
- Informs
- Educates
- Solves problems
- Entertains
Capture Leads
Understand that most of the visitors
to your site are NOT ready to buy.
They are seeking information. They do not want to talk
to a sales rep until they have done their own research.
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15. Capture Leads
Just because that visitor is not ready
to buy now, does not mean that they
are not a valuable lead. If you are
able to capture that lead, you can put
them into your Lead Nurturing
Program so your company is top of
mind when they are making their
purchase decision.
Capture Leads
Example: Use content to
capture leads
- Ebook
- Webinar
- Video
Capture Leads
Landing Page Examples
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16. Set Aside Time
in Advance
Make sure you block off a bit of time
in your calendar every day to monitor
how your fans and followers are
engaging with your content, keep the
conversation going, deal with any
problems that arise, and assess what
type of content is resonating with your
community.
Study and Measure
Study and measure when you get the
most traction with your social media
strategy. Push out messages during
the best times and days and don't
over-post.
How to Measure
Your Results
Web analytics should be set up
before you begin.
- Google Analytics
- Clicky
- Facebook Insights
- Email Marketing Analytics
- etc
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17. How to Measure
Your Results
Use social media monitoring tools
- Hootsuite
- Social Mention
- Google Alerts
- etc
Integrate Online &
Offline Marketing
Increase the effectiveness of offline
campaigns by using online techniques.
Integration Basics
- One of the most important aspects of marketing is the
integration of online and offline marketing media and
maintaining consistency between the two areas.
- Your online and offline marketing campaigns should
always cross-reference each other for you to really take
full advantage of reaching your entire audience.
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18. Integration Basics
-If you are advertising in print or radio be sure to have
information on your website that syncs with that campaign
Use Traditional Media!
- Point all traditional advertising to your website!
- For print we will use QR codes to create interactive ads
- Dedicated Landing pages will be used to capture leads
and track our campaign
- Google analytics will track our results
QR Codes in Use
QR code examples
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19. Landing Pages
Direct all marketing campaign
traffic to a campaign specific
landing page!
Other examples
Tell them to check into your business on Facebook,
Yelp or Foursquare for a discount or special offer
Press release...place in newspaper but also add to
your site and/or a PR site. Helps build links and
online visibility.
Advertise your Webinar in the newspaper or radio
Presenter:
Ted Parisot
ted@informeinc.com
www.informeinc.com
www.linkedin.com/in/tedparisot
Ted Parisot
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