THE BEGINNER’S GUIDE TO INBOUND MARKETING By Syed Irfan Ajmal
‣ SERIAL ENTREPRENEUR ‣ CO-FOUNDER AT THE AWARD WINNING SILK ROUTE INTERACTIVE ‣ CEO AT DMR (DIGITAL MARKETING ROI) ABOUT SYED IRFAN AJMAL
‣ COLUMNIST @ FORBES ME, THE WORLD BANK, HUFFPOST, SEMRUSH, AND OTHERS ‣ INTERNATIONAL KEYNOTE SPEAKER ‣ BLOGS AT WWW.SYEDIRFANAJMAL.COM ‣ HOST @ THE SIA BUSINESS SHOW PODCAST ABOUT SYED IRFAN AJMAL
WHY INBOUND?
FIRST, SOME STATISTICS
TEXT YOUR AVERAGE CUSTOMER IS 112.50 TIMES MORE LIKELY TO COMPLETE NAVY SEAL TRAINING THAN CLICK ON A BANNER AD. SOLVE MEDIA
TEXT 86% OF PEOPLE SKIP TV ADVERTS AND 71% OF THEM OPEN A SECOND SCREEN DURING AN AD BREAK. CMO COUNCIL
TEXT IN THE US, COMPLAINTS TO THE FEDERAL TRADE COMMISSION ABOUT TELEMARKETING CALLS HAVE ALMOST TRIPLED TO 150,000 PER MONTH SINCE 2009, DESPITE THE FACT THAT AS OF 2012, OVER 200 MILLION AMERICANS HAD REGISTERED ON THE FTC’S ‘DO NOT CALL ME” LIST.
INBOUND MARKETING MEANS… Attracting the attention of the customer through helpful content distributed through blogs, infographics, podcasts, videos, case studies, white papers and much more as opposed to… …using outbound marketing means of buying the customer’s attention through ads, banners, cold calls, spam mail, telemarketing etc.
TEXT A PARTIAL VIEW OF INBOUND MARKETING
IT’S ABOUT ‘EARNING YOUR WAY IN’, IN CONTRAST TO USING OUTBOUND METHODS OF BUYING, BEGGING OR BUGGING YOUR WAY IN David Meerman Scot
Source: HubSpot OUTBOUND VS OUTBOUND
ATTRACTING THE CUSTOMER TO YOU RATHER THAN YOU INTERRUPTING THEM THROUGH ADS AND SPAMMY CALLS ETC INBOUND MARKETING
INBOUTHE 4 SOURCE: HUBSPOT
Investing in: ‣ SEO & Content Marketing ‣ Media Relations / PR ‣ Social Media Marketing ‣ And more THE ATTRACTION PHASE
MARCUS SHERIDAN STOPPED INVESTING ADS STARTED WRITING ANSWERS TO CLIENT QUERIES SALES FROM ONE ARTICLE - $1.7 MILLION CASE STUDY # 1: MARCUS SHERIDAN
Used referrals Used webinars CASE STUDY # 2: DROPBOX
CASE STUDY # 3: DINAR STANDARD
Newsjacking Game of Thrones CASE STUDY # 4: HOOTSUITE
Promoting local/unseen talent CASE STUDY # 5: PATAARI
Originally published at SEMRUSH CASE STUDY # 6:
“IF YOU HAVE MORE MONEY THAN BRAINS, YOU SHOULD FOCUS ON OUTBOUND MARKETING. IF YOU HAVE MORE BRAINS THAN MONEY, YOU SHOULD FOCUS ON GUY KAWASAKI INBOUND MARKETING”
“To this day, I see people referring to content marketing, social media marketing, and search engine optimization as three different things — as if each is a tactic that can get you there alone. “The smart way to practice effective online marketing is to treat social media and search engine results as aspects of a holistic strategy that centers around compelling content.” - Brian Clark (Copyblogger) DIFFERENCE B/W/ SEO, CONTENT MARKETING, SOCIAL MEDIA MARKETING
SEO Leads Have a 14.6% Close Rate Outbound Leads (e.g. Direct Mail, Print Ads): 1.7% 16.0% 14.6% Lead to Customer Conversion Rate 12.0% 8.0% 4.0% 1.7% 0.0% SEO leads Outbound leads Source: Search Engine Journal
SEO VS Content Marketing Source: Web SEO Designs
INBOUND MARKETING SEO VS CONTENT MARKETING Source: WATECH
INBOUND MARKETING CREATE REMARKABLE CONTENT
Source: GROWTHLAB
INBOUND MARKETING NO PLAN?
INBOUND MARKETING CONTENT PLAN ‣ Only 35% b2b marketers have a documented content strategy ‣ Only 37% b2c marketers have a documented content strategy
INBOUND MARKETING Source: CONTENT MARKETING INSTITUTE
INBOUND MARKETING Source: CONTENT MARKETING INSTITUTE
INBOUND MARKETING CONTENT STRATEGY ‣ Who you're creating it for ‣ The problem it's going to solve for that audience ‣ How it will be unique
INBOUND MARKETING CONTENT STRATEGY ‣ The formats you'll focus on ‣ The channels where it will be published ‣ How you will schedule and manage creation and publication
INBOUND MARKETING BUYER’S PERSONA A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. When creating your buyer persona(s), consider including customer demographics, behavior patterns, motivations, and goals. The more detailed you are, the better. Source: Hubspot
INBOUND MARKETING BUYER’S PERSONA Source: Hubspot
INBOUND MARKETING BUYER’S PERSONA Additional Resources: Go through the 4-part guide on Buyer Persona and Customer Journey Mapping at: http://foxtailmarketing.com/buyer-persona-customer-mapping/ Source: Hubspot
CONTENT MARKETING STRATEGY
‣ Define Your Goals ‣ Conduct Persona Research ‣ Perform a Content Audit CONTENT MARKETING STRATEGY
‣ Choose a CMS (track, measure results) ‣ Brainstorm Content Ideas (HubSpot Blog Topic Generator, CoSchedule Headline Analyzer, BuzzSumo, Feedly, KeywordKiwi and ContentIdeator) ‣ Choose Content Types/Formats CONTENT MARKETING STRATEGY
INBOUND MARKETING BLOG TOPIC GENERATOR ‣ Exercise: https://www.hubspot.com/ blog-topic-generator
INBOUND MARKETING CONTENT FORMATS
INBOUND MARKETING LET’S TAKE A QUIZ VISIT: https://blog.kissmetrics.com/inbound-marketing- expert-quiz/ ACTIVITY
INBOUND MARKETING HOW TO CONVERT STRANGERS INTO LEADS? ▸ STRANGERS = ANONYMOUS VISITORS ▸ LEADS = POTENTIAL CUSTOMERS (WHO’VE SHOWN AN INTEREST IN YOU)
INBOUND MARKETING HOW TO CONVERT STRANGERS INTO LEADS? ▸ LET’S REVIEW A HUBSPOT PRESENTATION https://www.slideshare.net/HubSpot/how-to-define-a- conversion-path
‣ KEYWORD RESEARCH (LONG TAIL PRO, SEMRUSH, AHREFS, MOZ) ‣ TOPIC RESEARCH (BUZZSUMO, AHREFS CONTENT EXPLORER) IMPORTANCE OF DATA
THESE ADS CAN BE USED TO AMPLIFY INBOUND MARKETING WE ARE NOT BASHING PPC ADS
TIME FOR THE Q & A
ANY QUESTIONS? ASK ON: FACEBOOK: WWW.FACEBOOK.COM/SYEDIRFANAJMAL/ EMAIL: SIA@SYEDIRFANAJMAL.COM LINKEDIN: WWW.LINKEDIN.COM/IN/SYEDIRFANAJMAL/
TIME FOR THE Q & A END OF PRESENTATION
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