Agenda

❑ Orientation to Inbound Marketing

❑ 3 Phases of Inbound Marketing
❑ Phase 1: Attract your audience -> Engagement Magnets
What is inbound
marketing?
How is Inbound Marketing different?

Create pull factor

 definition of Inbound
Marketing
“Inbound marketing focuses on creating quality
content that pulls people toward your company and
product, where they naturally want to be. By aligning
the content you publish with your customer’s
interests, you naturally attract inbound traffic that you
can then convert, close, and delight over time.”
Why is Inbound
Marketing
becoming so
popular
these days?
Role of customer in the
buying process is changing
Online audience are
primarily in “Research”
rather than “Buying” Mode
Majority is not “ready to buy” yet
❑Upto 95% of qualified prospects on
your website are there to research and
not to buy
❑But as many as 70% of them will buy
either from you or your competitor

Source: http://docs.cdn.marketo.com/definitive-guide-to-lead-nurturing.pdf
Personalization is possible
at scale at limited cost!
 Case Study: Helzberg Diamonds
generated 288% sales lift with
animated personalized promo

Source: http://www.marketingsherpa.com/article/case-study/helzberg-diamonds-garners-288-sales
Source: http://www.marketingsherpa.com/article/case-study/helzberg-diamonds-garners-288-sales
Online persuasion Tools &
Research Availability
Inbound Marketing Myths
 Inbound Marketing Myths
❑ It is not about Free vs. Paid
❑ It is not just restricted to reach building
❑ No technique is 100% Inbound or 100%
Outbound
Role of Inbound Marketing in any business
 Digital Marketing Framework

Online Presence

SEO, Ads,
Email, Social Reach Leads Sales
Media… Stay in Touch
Retargeting/Remarketing
Audience Aggregt i on

Conversion Optimizaton

Analytics (Metrics, Tools)

3 Phases of Inbound Marketing

Phase I

Attract your audience

Phase II

Convert them to leads

Phase III

Nurture Leads to Sales

Attract your audience
 Reach Building Ways
Outbound Marketing
• Buying attention
• Cold-calling
• Direct paper mail
• Radio
• TV advertisements
• Sales flyers telemarketing
• Spam – Mails, Events

Inbound Marketing
• Blogging
• Bloggers outreach
• Search Engine Optimization
• Search Engine Marketing
• Generating Email Opt-ins
• Creating communities on Social Media
• Content Marketing – Webinars, Videos, Whitepapers
Examples
Balsamiq: Leveraging Blogosphere

Got 20% of 40 leading bloggers talked about him

Inject yourself in the conversation
Whizlabs – Online Selling of Education

Generating Online Customers through Search Engines & Discussion Forums

Engagement Magnets
Effective Magnet Reduces Friction
Content that we can make for engagement magnet-
• Newsletters
• Blogs
• Testimonials
• Case studies
• Success stories
• FAQ's (Blocking questions)
• Webinars
• Videos
• Industry reports/infographics
Examples
MTS ElectionTracker
 MTS Election Tracker

http://www.socialsamo sa.com/electiontracker/
Engagement Magnet for Users
Engagement Magnet for PR Firms
 EMC2 –41 New Products Launch

How to Engage Users, Bloggers in the Storage Industry?

 EMC2 –Record Breaking Campaign

700,000+ views, 40+ posts by influential bloggers,

1,500+ tweets
http://www.youtube.com/watch?v=5Ec93-TNXTY
 B2B Company Engaging around Game

Game for IT Professionals – Network

Security Challenge
 Training Company using Webinars

Clicked Registration Link

318

Registered`

81
Attended
21
Leads Generated
12

Webinars gives larger attention span

Case Studies, Research &Training
Company using Newsletter
HubSpot using eBooks
Netwix using Free Tool
Social Bakers Offering Reports
SocialBakers offering Free trails
Facebook using Free Help & Ads

Free Help & Free Ads Coupon

Dell using Special Discount
Dell Discount offerTweets
Thanks