techselect san diego may09

Lead Through Inbound Marketing

Bernie Borges – Find and ConvertMay 14, 2009

Copyright 2007 - 2009 Find and Convert2

Bernie Borges: Founder & CEO, Find and Convert

20 + Years Marketing & Sales Inbound Marketing Strategist Blogger/Writer/Author/Speaker Podcaster Search Engine Optimization Pay-per-Click Advertising Management Visitor Conversion Strategies Social Media Strategist

Creating Winning Strategies on the Web!


Why Marketing 1.0 Isn’t Good Enough Anymore Marketing 2.0 What is Inbound Marketing? Developing an Inbound Marketing Plan Tools & Platforms Making Time for Inbound Marketing Measuring Results Convincing Management Case Study Actions and Take-Aways

Discussion Topics


Why Marketing 1.0 Isn’t Good Enough Anymore

Outbound Marketing Telemarketing Email Marketing Direct Mail Print Tradeshows TV/Radio

Inbound Marketing SEO/PPC Blogging Social Networking RSS Enabled Content Video/Photos Twitter Slideshare


Why Marketing 1.0 Isn’t Good Enough Anymore


Old vs. New Marketing

Outbound Marketing Inbound Marketing


The Buyer is in Control Not the Seller!

http://www.youtube.com/watch?v=heSudg-tfIk


Marketing 2.0 aka Inbound Marketing

Think Like a Publisher

Focus on Relationships


Inbound Marketing: Think Like a Publisher!

Think Content!• Blogs

• Newsletters

• White Papers

• e-books

• Podcasts

• Videos

• Photos

• Presentations


SEO: Get Found Organically


What is Social Media?

Social media is information content created by people using highly accessible and scalable publishing technologies that is

intended to facilitate communications, influence and interaction with peers and with public audiences, typically via

the Internet and mobile communications networks.

The term most often refers to activities that integrate technology, telecommunications and social interaction, and the construction

of words, pictures, videos and audio.

Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).

http://en.wikipedia.org/wiki/Social_media


What is Social Media?


Social Media Platforms

Share

Publish Network

reddit

digg

StumbleUpon

Del.icio.us

Blogs

YouTube

Twitter

Flickr

MySpace

Facebook

LinkedIn

Plaxo


Technology• RSS, XML, AJAX

Bandwidth Proliferation• WiFi, High Speed Access

Social Culture of Communication• Communities Offer Collective Intelligence

Social and Technology Drivers


Developing an Inbound Marketing Strategy

Begin with Research• Where does your customer “hang out?”

• Ask your customers

• Research your competition

• Search on the social web


Developing an Inbound Marketing Plan

Source: The Value of Many, Neighborhood America


Make a Commitment

Should you….• Start a blog?

• Focus on social networking sites?

• Start your own community on the web?

• Twitter?

• Video?


Themed Human Voice Transparency Commitment

Business Blogging Strategies


Social Media Tools and Platforms


Facebook

http://www.insidefacebook.com/


Facebook


Facebook: People, Groups, Etc.


Facebook Groups


Facebook Fan Page


Facebook Events


LinkedIn Individual Profile


LinkedIn Individual Profile: Portfolio


LinkedIn Groups


LinkedIn Group Discussions


LinkedIn Answers


What is Twitter?

http://www.commoncraft.com/Twitter Micro Blogging

140 Characters Per Post

Follow and be Followed

Communicate

Connect

Inspire

Educate

Entertain


Using Twitter


Want to Find Someone on Twitter?

http://search.twitter.com/search?q=tampa+chamber+of+commerce


http://blog.hubspot.com/blog/tabid/6307/bid/4439/State-of-the-Twittersphere-Q4-2008-Report.aspx


Some Famous People on Twitter…


Some Not-So-Famous People on Twitter


Want to Find Brands on Twitter?

http://www.socialbrandindex.com/


Twitter: Events & Trends Using Hashtags


Video


Video: Blendtec

Over 6M Views

Sales Grew 700%

National Media Coverage

Cross Over Brand Pull

SEO Value


Presentations


Measuring Results

• Relationships

• Content

• Alignment

• Best Practices


Google Analytics Integration


HubSpot: Facebook Lead Tracking


Convincing Management

Just Look at the Numbers! Do Competitive Research Ask Your Customers It’s Mainstream Baby! Experiment…


Making Time for Social Media

Are you getting great results now? Did your marketing budget increase? Are your buyers easy to reach? Is your brand as good as it could be?

How do you currently allocate your time???


Staffing Implications

There are many…• Do they get it?

• Who likes to write?

• Introverts? Extrovert?

• Staff re-allocation?

• Time commitment?

• Justification?


http://www.sherpastore.com/socialmediabmg09.html


Case Study

Stronger Brander Equity

Lower Cost Sales Process

Elimination of Non-Performing Marketing Activities


Outbound Marketing Less Effective Low Cost Implementation Relationship Building

• Communities, Trust, SEO

• Multiple locations of content• Link centric• Get Found Organically

Branding Value

Inbound Marketing Benefits Summary


Reasons Not to do Inbound Marketing

Don’t have time… Our staff resists it… Our competitors aren’t doing it… We’re going out of business…


Think like a publisher Focus on building relationships Research the Social Web Engage, Listen, Act Consider Proper Staff Allocation Experiment & Be Patient Measure

• Traffic, buzz, brand, sales cycles, referrals, etc.

Inbound Marketing Actions & Take-Aways


Marketing 2.0 aka Inbound Marketing

Think Like a Publisher

Focus on Relationships


Connect with Bernie Borges…

Email: [email protected]

Website: http://www.findandconvert.com/

Blog: http://www.findandconvert.com/blog/

Twitter: http://twitter.com/berniebay

LinkedIn: http://linkedin.com/in/bernieborges

Facebook Fan Page: http://companies.to/findandconvert

Book: http://www.findandconvert.com/marketing-20-book/