Customer  Acquisi.on  via  Inbound  Marke/ng     Inbound

marketing is a fundamental  shi5    in how we relate

to potential customers

If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing. “

GUY KAWASAKI FORMER CHIEF EVANGELIST, APPLE CO-FOUNDER, ALLTOP.COM

Image Credit: RangerRick!

#inbound12  

hunt Photo  of  hun.ng  

#inbound12  

sow and gather.

Photo  of  agriculture  

  Make

marketing people  love  

START ATTRACTING consumers through relevant, useful, easy-to-

find content when they need it.

PUSH PAID RENT

INTERRUPT INVENTORY

Email

VS.

8

PULL EARNED

OWN ATTRACT ASSET

START RESPONDING to how they make

decisions.

Readiness to buy…

Marketers need to build digital relationships and reputation before closing a sale.

“Image Credit:!Nisha A!

CHRIS BROGAN KEYNOTE SPEAKER FOUNDER, NEW MARKETING LABS

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

By publishing content that shows buyers you understand their problems and can show them how to solve them, you build credibility.

“ARDATH ALBEE AUTHOR OF EMARKETING STRATEGIES FOR THE COMPLEX SALE

Offer  

LP  +  CTA  

LN  

Email  Blog  

Social    

Analyze  

Marke&ng  Campaign  Structure  

Iden&fy  Conversion  Opportuni&es  and  Make  New  Offer.  Offer  

LP  +  CTA  

LN  

Email  

Blog  

Promote  

Analyze  

Build  Landing  Page,  Call  To  Ac&on  and  Thank  You  Page  to  adver&se  the  offer.  

AGach  Lead  Nurturing  Campaign  to  the  Offer.  

Build  Targeted  List  and  Email  Exis&ng  Contacts  the  new  offer.    

Write  blog  ar&cles  around  the  topic  of  the  offer  to  promote  on  website.  

Schedule  social  media  promo&ons  of  landing  page  and  blog  posts  

Analyze  the  results  of  each  element  to  improve  next  campaign  

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

“Good content should be at the heart of your strategy, but it is equally important to keep the display context of that content in mind as well.

Image Credit: Lee Ann L.!

TIM FRICK AUTHOR OF RETURN ON ENGAGEMENT

Offer  

LP  +  CTA  

LN  

Email  Blog  

Social    

Analyze  

HubSpot  Guide  to  Internet  Marke&ng  Campaign  Structure  

GET share

share ideas

Link  to  Offer  

Create  an  Offer  Offer  

Create a Conversion Path CTA   LP  

Link to CTA Link to LP

build lists

build relationships

Attach a Lead Nurturing Campaign LN  

demand attention

#inbound12  

create demand

Promote Your Offer Through Email Email  

Link to Email

Promote Your Offer Through Blogging Blog  

Link to Blog Article

Promote Your Offer Through Social Media Promote  

Analyze Results Analyze  

Consul&ng  to  Develop  Irresis&ble  Offers  Offer  

LP  +  CTA  

LN  

Email  

Blog  

Promote  

Analyze  

Landing  Page  and  Call  to  Ac&on  Tools  

Automated  Email  Nurturing  Tools  

Email  Marke&ng  Tools  

Blogging  +  SEO  Tools  

Social  Media  Automa&on  Tools  

Analy&cal  Tools  To  Measure  Every  Element  of  a  Campaign  

Thank        you.