Presentation by Mikko Rindell at University of Applied Sciences NOVIA (1.12.2011)

What is Inbound Marketing

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

Company Introduction "  The initial idea of

creating Tatami in 2007

"  Founded in 2008 by Joonas Rinne, Timo Humalamäki and Mikko Rindell

About myself "   Studied Information

Systems Science and IB at TSE

"   Co-founded Boost Turku entrepreneurship society 09-10

"   Co-founded Tatami in 2008, actively working since 2010

Contacts: "   mikko@tatami.fi "   Twitter: mikkorindell "   Facebook "   LinkedIn "   Slideshare

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.

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.)

WHAT?? Inbound marketing…

Is this really something new or just a buzz word that agencies are using to sell the same services ?

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

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

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)

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

Tools to get found "  Blogging "  Website

management "  Social media "  SEO tools

–  On-page –  Off-page

Tools to convert "  Prospect

intelligence "  Lead intelligence "  Landing pages "  Email manager "  Lead nurturing "  A/B testing

Tools to analyze "  Web analytics "  Marketing

analytics "  Competitor

tracking "  Blog analytics

Source:  h*p://rogernolan-­‐blog.com/tag/web-­‐analy8cs/  

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..

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?

Thank you! Connect with us to keep yourself up-to-date: http://www.facebook.com/tatami.digitoimisto

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