THE BEGINNERS GUIDE TO INBOUND MARKETING By Syed Irfan Ajmal SERIAL - - PowerPoint PPT Presentation

THE BEGINNER’S GUIDE TO INBOUND MARKETING

By Syed Irfan Ajmal

• SERIAL ENTREPRENEUR
• CO-FOUNDER AT THE AWARD WINNING SILK ROUTE INTERACTIVE
• CEO AT DMR (DIGITAL MARKETING ROI)

ABOUT SYED IRFAN AJMAL

• COLUMNIST @ FORBES ME, THE WORLD BANK, HUFFPOST, SEMRUSH, AND OTHERS
• INTERNATIONAL KEYNOTE SPEAKER
• BLOGS AT WWW.SYEDIRFANAJMAL.COM
• HOST @ THE SIA BUSINESS SHOW PODCAST

ABOUT SYED IRFAN AJMAL

WHY INBOUND?

FIRST, SOME STATISTICS

YOUR AVERAGE CUSTOMER IS 112.50 TIMES MORE LIKELY TO COMPLETE NAVY SEAL TRAINING THAN CLICK ON A BANNER AD.

SOLVE MEDIA

TEXT

86% OF PEOPLE SKIP TV ADVERTS AND 71% OF THEM OPEN A SECOND SCREEN DURING AN AD BREAK.

CMO COUNCIL

TEXT

IN THE US, COMPLAINTS TO THE FEDERAL TRADE COMMISSION ABOUT TELEMARKETING CALLS HAVE ALMOST TRIPLED TO 150,000 PER MONTH SINCE 2009, 
 DESPITE THE FACT THAT AS OF 2012, OVER 200 MILLION AMERICANS HAD REGISTERED ON THE FTC’S ‘DO NOT CALL ME” LIST.

TEXT

Attracting the attention of the customer through helpful content distributed through blogs, infographics, podcasts, videos, case studies, white papers and much more as opposed to… …using outbound marketing means of buying the customer’s attention through ads, banners, cold calls, spam mail, telemarketing etc.

INBOUND MARKETING MEANS…

TEXT

A PARTIAL VIEW OF INBOUND MARKETING

IT’S ABOUT ‘EARNING YOUR WAY IN’, IN CONTRAST TO USING OUTBOUND METHODS OF BUYING, BEGGING OR BUGGING YOUR WAY IN David Meerman Scot

Source: HubSpot

OUTBOUND VS OUTBOUND

ATTRACTING THE CUSTOMER TO YOU RATHER THAN YOU INTERRUPTING THEM THROUGH ADS AND SPAMMY CALLS ETC

INBOUND MARKETING

SOURCE: HUBSPOT

INBOUTHE 4

Investing in:

• SEO & Content Marketing
• Media Relations / PR
• Social Media Marketing
• And more

THE ATTRACTION PHASE

MARCUS SHERIDAN STOPPED INVESTING ADS STARTED WRITING ANSWERS TO CLIENT QUERIES SALES FROM ONE ARTICLE - $1.7 MILLION

CASE STUDY # 1: MARCUS SHERIDAN

Used referrals Used webinars

CASE STUDY # 2: DROPBOX

CASE STUDY # 3: DINAR STANDARD

Newsjacking Game of Thrones

CASE STUDY # 4: HOOTSUITE

Promoting local/unseen talent

CASE STUDY # 5: PATAARI

Originally published at SEMRUSH

CASE STUDY # 6:

“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

“To this day, I see people referring to content marketing, social media marketing, and search engine optimization as three different things — as if each is a tactic that can get you there alone.
 “The smart way to practice effective online marketing is to treat social media and search engine results as aspects of a holistic strategy that centers around compelling content.”

• Brian Clark (Copyblogger)

DIFFERENCE B/W/ SEO, CONTENT MARKETING, SOCIAL MEDIA MARKETING

Lead to Customer Conversion Rate 0.0% 4.0% 8.0% 12.0% 16.0%

SEO leads Outbound leads

1.7% 14.6%

SEO Leads Have a 14.6% Close Rate


Outbound Leads (e.g. Direct Mail, Print Ads): 1.7%

SEO VS Content Marketing

SEO VS CONTENT MARKETING

INBOUND MARKETING

CREATE REMARKABLE CONTENT

INBOUND MARKETING

INBOUND MARKETING

NO PLAN?

INBOUND MARKETING

CONTENT PLAN

• Only 35% b2b marketers have a documented content strategy

• Only 37% b2c marketers have a documented content strategy

INBOUND MARKETING

INBOUND MARKETING

INBOUND MARKETING

CONTENT STRATEGY

• Who you're creating it for
• The problem it's going to solve for

that audience

• How it will be unique

INBOUND MARKETING

CONTENT STRATEGY

• The formats you'll focus on
• The channels where it will be

published

• How you will schedule and manage

creation and publication

INBOUND MARKETING

BUYER’S PERSONA

A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. 
 
 When creating your buyer persona(s), consider including customer demographics, behavior patterns, motivations, and goals. The more detailed you are, the better.

Source: Hubspot

INBOUND MARKETING

BUYER’S PERSONA

Source: Hubspot

INBOUND MARKETING

BUYER’S PERSONA

Source: Hubspot Additional Resources: Go through the 4-part guide on Buyer Persona and Customer Journey Mapping at: http://foxtailmarketing.com/buyer-persona-customer-mapping/

CONTENT MARKETING STRATEGY

• Define Your Goals
• Conduct Persona Research
• Perform a Content Audit

CONTENT MARKETING STRATEGY

• Choose a CMS (track, measure results)
• Brainstorm Content Ideas 


(HubSpot Blog Topic Generator, CoSchedule Headline Analyzer, BuzzSumo, Feedly, KeywordKiwi and ContentIdeator)

• Choose Content Types/Formats

CONTENT MARKETING STRATEGY

INBOUND MARKETING

BLOG TOPIC GENERATOR

• Exercise: https://www.hubspot.com/

blog-topic-generator

INBOUND MARKETING

CONTENT FORMATS

LET’S TAKE A QUIZ VISIT: https://blog.kissmetrics.com/inbound-marketing- expert-quiz/

ACTIVITY

INBOUND MARKETING

INBOUND MARKETING

HOW TO CONVERT STRANGERS INTO LEADS?

▸ STRANGERS = ANONYMOUS VISITORS ▸ LEADS = POTENTIAL CUSTOMERS 


(WHO’VE SHOWN AN INTEREST IN YOU)

INBOUND MARKETING

HOW TO CONVERT STRANGERS INTO LEADS?

▸ LET’S REVIEW A HUBSPOT PRESENTATION


https://www.slideshare.net/HubSpot/how-to-define-a- conversion-path

• KEYWORD RESEARCH (LONG TAIL PRO, SEMRUSH, AHREFS, MOZ)
• TOPIC RESEARCH (BUZZSUMO, AHREFS CONTENT EXPLORER)

IMPORTANCE OF DATA

THESE ADS CAN BE USED TO AMPLIFY INBOUND MARKETING

WE ARE NOT BASHING PPC ADS

TIME FOR THE Q & A

ASK ON: 
 FACEBOOK: WWW.FACEBOOK.COM/SYEDIRFANAJMAL/ EMAIL: SIA@SYEDIRFANAJMAL.COM LINKEDIN: WWW.LINKEDIN.COM/IN/SYEDIRFANAJMAL/

ANY QUESTIONS?

TIME FOR THE Q & A

END OF PRESENTATION