the power of inbound marketing
DESCRIPTION
Slides from my talk at Asia International College in September 2011 to MBA students on how the digital web has revolutionized the way businesses connect with their customersTRANSCRIPT
- By Marcus Ho / @homarcus*You’re in for a finger lickin’ good time ;-)
1921
1955
1970
Unfortunately though, many marketers still do it this way…
Do they still work?
Only 18% of Television Advertisements Generate A Positive ROI
18.7% 10.1% 11.7% 14.8%
18.1% 68.7%
How Do People Buy Today?
Investigate Options
Ask Our Friends
Seeking Advice from Influencers/Experts
Forums and Q&As
Currently, there are more than 3 billion searches/day
on Google
Search
Users: 10mm 750mm 200mm 120mm 10mm
Users: 14mm Millions 14mm 6.5mm
Social Networks
Forums and Niche Communities
Video and Multimedia Portals
Blogs
Paid drives <15% of web
traffic(but wins a whopping
$31+ Billion of investment in 2011)
Unpaid drives 85%+ of traffic
(but garners only ~$5 billion of
investment in 2011)
Inbound Marketing is Under-Invested
Percent of Web Traffic from Various Sources to the Average Website
Every Marketer Sees This:
But That’s Not Reality
Referring + Other = 50% of our traffic? But this chart is basically saying Twitter, Facebook, blogs, feed readers and every non-search site that sends traffic is exactly the same.
All the traffic we receive that isn’t the result of paid acquisition or advertising (in ISH’s case – 95%+)
comes from Inbound Marketing!
Site that offers:• Unique Research• Informed Opinions• News/Trend Analysis• Multimedia Content• Authentic Expert Contributors• Quality Discussion/Interaction
Referenced by industry
blogs
Mentioned in news
publications
Cited at conferences + events
Liked/Shared on Facebook
Links are Tweeted
Answers on Q+A sites reference its resources
Forum discussions link to its pages
People email links to each
other
You Must Become a Hub for GreatContent in Your Industry
Twin Engines for Inbound Marketing
Search Engine Optimization (SEO)
Social Media
Social Media HISTORY
Early internet included…
Message Boards
Web Forums
Chat rooms
Now Social Media Is ….
Successful stories…
Qatar Airways
Gave away 100 free air-tickets
Generated $400,000 in revenue in 3 months
Built an 86,000 e-mail database through Sweepstakes in less than a month
Hilltop “THE GYM”
Offered a Free Muay Thai trial class
Eliminated all forms of paid offline/traditional marketing
Generates on average 60 leads for their gym outlet every month
How to Implement aSocial Media
Strategy?
Listening First
Brand Core
Values
Pillars
Mission
Writing Style
CharacteristicsCulture
Tone
Viewpoint
What Is Your Brand’s
?
Increase website traffic - % increase in unique visitors
Improve search engine rankings – SERP
Increase sales conversions - # conversions
Increase brand/product awareness – Reach (# of followers, fans on Facebook, etc.)
Improve brand reputation – Sentiment and Passion
Questions & Comments?
THANK YOU VERY MUCH
Internet Success Hub:www.internet-success-hub.com
@homarcusfb.com/marcuskahohttp://linkd.in/[email protected]