What is inbound marketing. Presentation held at University of Applied Sciences Novia in Turku, Finland.

1. What is Inbound Marketing
Presentation by Mikko Rindell at University of Applied
Sciences NOVIA (1.12.2011)

2. Content
1. Short company introduction
2. Inbound Marketing in a nutshell
3. Let’s get hands-on (few tasks)

3. Company Introduction
" The initial idea of
creating Tatami in
2007
" Founded in 2008
by Joonas Rinne,
Timo Humalamäki
and Mikko Rindell

4. About myself
" Studied Information Contacts:
Systems Science and
IB at TSE
" mikko@tatami.fi
" Co-founded Boost " Twitter: mikkorindell
Turku " Facebook
entrepreneurship
society 09-10
" LinkedIn
" Co-founded Tatami in " Slideshare
2008, actively working
since 2010

5. Company Introduction: Tatami
" In 2008 we started as Search Engine Marketing service
provider, with special understanding of Russian online
media and search engines.
" Today we describe ourselves as Inbound Marketing
Agency
" We take care of our clients’ web presence, both locally
and internationally.

6. Inbound marketing in a nutshell
" Inbound Marketing is a marketing strategy, in which the
company aims to be discovered by its customers.
" This is the opposite of traditional marketing, which
focuses on finding customers and raising awareness
among them.
" In the current flood of advertising people is often tired
with, and even educated to avoid, traditional
advertising (TV, radio, direct mail, trade shows, cold
calling etc.)

7. WHAT?? Inbound marketing…
Is this really something new or just a buzz word that
agencies are using to sell the same services ?

10. About the two guys commenting:
" Rand Fishkin
– Founder and CEO at Seattle based SEO software company
Seomoz http://www.seomoz.org/
" Dharmesh Shah
– Founder and CTO at Hubspot, an inbound marketing software
company. Hubspot is #2 fastest growing software company and
#33 fastest growing company overall
– Founder of Onstartups.com

11. To keep it simple:
" Make sure that your business can be found online
" Turn your visitors & leads into customers by engaging
them first
" Analyze and develop

12. How to do this?
" By creating high-quality content (blogs, videos, guides
etc.)
" Use Search Engine Marketing in its different forms (so
that the potential customers can find your content)
" Use social media systematically (for maintaining the
contact to your prospects and spreading your content)

13. Tools for executing the inbound
strategy
" Most of the tools used in inbound marketing are already
used regularly by today’s marketers (at least digitally savvy
ones)
" An inbound marketer harnesses the full potential of these
different tools
" Tools can be divided into three categories:
– Tools to get found
– Tools to convert
– Tools to analyze

14. Tools to get found
" Blogging
" Website
management
" Social media
" SEO tools
– On-page
– Off-page

15. Tools to convert
" Prospect
intelligence
" Lead intelligence
" Landing pages
" Email manager
" Lead nurturing
" A/B testing

16. Tools to analyze
" Web analytics
" Marketing
analytics
" Competitor
tracking
" Blog analytics
Source:
h*p://rogernolan-­‐blog.com/
tag/web-­‐analy8cs/

17. Why do companies have difficulties
with inbound marketing?
" It is still pretty unknown (especially in Finland)
" Lack of knowledge in understanding the online
environment
" Hard to find the time for blogging
– To succeed in blogging you need to go all-in
" It needs a lot of convincing that you should first give
away something for free before selling anything
" Many others..

18. Hands on!
" For which kind of businesses would an inbound
strategy be most useful?
" Where wouldn’t it work at all?
" How would you harness an inbound strategy for
promoting your line of studies at NOVIA?

19. Thank you!
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Read more on our blog at:
www.tatami.fi/blogi (only in Finnish)