Creating websites for 14 years

Participating in Social Media for 7 years

MBA in Marketing Certificates in

E-Business Marketing Management

Project Management

Google AdWords

Advanced Social Media

Pam AungstOwner, Online Marketing ConsultantPam Ann Marketing

Think of one piece of inbound marketing content you could create for YOUR business

Share YOUR ideas after the presentation

“Inbound Marketing is the practice of bringing warm, qualified leads into your sales funnel rather than reaching outward to cold, questionable targets” –

Clay Schossow

Outbound Marketing

•Telemarketing

•Trade Shows

•Direct Mail

•Email Blasts

•Print Ads

•TV/Radio Ads

InboundMarketing

•Blogging & SEO

•Video & Social Media

•Webinars

•White Papers

•eBooks & Guides

Sales Funnel Inbound MarketingEducate & Infor

m

Establish

Reputation

Prove Yourself

What to Publish

Blog Posts “How-to”

TutorialsWhite PapersE-BooksVideosWebinars

Customer FAQ’s Review an industry publication or summarize

latest industry news Lists! “Top 10” Tips For… Interview someone Repurpose old content (newsletters, case

studies, etc.) Record what you’re already doing Repurpose new content

Blog articles to e-book E-book to webinar Webinar to video

Blog CommentsSocial

Media

DownloadRegistrations

Webinars

LinkedIn = Giant virtual show floor Prospects are there asking technical questions - Answer

them! Point them to your resources

(that genuinely useful content you made)

Google Plus = Trade show sponsorship Easy way to get your name out there

Facebook & Pinterest = Brochures on tabletop Visually show off your capabilities

(Pictures, pictures, and more pictures)

Twitter = Cocktail party after the show Converse to build relationships

1.Push out the same old sales info (copy that sound “salesy”)

2.Act differently online than in person(i.e. obnoxious)

3.Be inconsistent

Talk about yourself LESS than you talk about genuinely useful information Less of “We are awesome, our stuff is great” More of “Hey, this information is pretty great”

Here’s where partnerships come in Customers Vendors / Distributors Trade Associations Chambers Of Commerce Charitable Associations

Partnerships Make it easy to keep self-promotion to a minimum Strengthen existing relationships Allows for sharing of resources

More effective and memorable than a cold call

“People love to be made to feel special.” – Scott Stratten, UnMarketing

Drives traffic to your site

“Hey, look, Pam Ann Marketing wrote an article about us!”

Measurable Inbound Marketing Metrics: Blog metrics

▪ Number of subscribers▪ Average time on page▪ Bounce Rate

Number of content downloads Social Media Engagement

(comments, “likes”, mentions, retweets, shares, etc.) Number of inbound links gained Number of inquiries/leads

Use metrics to define objectives & analyze success Example: “Increase blog subscribership by 5% per quarter” Example: “Increase social-driven website traffic by 10% per

year”

Inbound Marketing

Download this slide deck at http://bit.ly/PamInbound

Recommended Reading

•eMarketing Strategies for the Complex Saleby Ardath Albee•Unmarketing by Scott Stratten