1. The Top 12 Things You Should Be Doing in Marketing (but
probably arent!)
2. What do we really want in sales and marketing?
3. What is Inbound Marketing?
4. For decades, marketing focusedon pushing messages out.
5. 86% skip TV ads 44% of direct mail is never
opened91%unsubscribe200mSay DO NOT CALL 7
6. What is Inbound Marketing? Use content to attract leads
toyour company Driven by web, social, search Get found and
CONVERTleads to customers Cheaper than outbound
7. 1. Think of marketing as a funnel
8. 2. Optimize Your Website
9. Website text Keep pages simple Keep it clear no
gobbledygook! Keep it above the fold Keep it focused on your
customers stubbed toe
10. 3. Eliminate gobbledygook
11. 4. Get social
12. but with a strategy Blog using keywords Set up a blog
calendar Connect with influencers Give to get Measure everything
Set expectations Automate
13. Audience Participation Moment How many of you are using
social media to market your business?
14. Audience Participation Moment How many of you are happy
with the return you are seeing from your social media efforts?
15. Survey Results 2011: Social media adoption was slow, with
only33% of the SMB respondents planning to usesocial media. 2012:
Of those surveyed, 40% of the SMBs planto use social media in 2012,
despite a quarter ofrespondents stating they do not feel
comfortableusing social tools.
16. % Companies Acquiring Customersvia Social Channels 57%48%
57% 42%
17. 5. Define your Tofu, Mofu, and Bofu TOFU -
unqualifiedleads. These leads areprobably doing researchand arent
yet ready tobuy. MOFU - more seriousbuyers. BOFU - ready to
starttalking to you aboutactually doing business.
18. 6. Create great content Start with a bang Try a lot of
different things media types, contenttypes Let the market decide
what is working. Use data. Crank out volume. Do more of what works.
Have a big idea like inbound marketing
19. What is great content? How-tos Thought leadership FAQs
Cartoons Reports Video/images/fun stuff Tabasco posts Measure which
posts draw conversions.
20. David vs. Goliath/Gillette
21. Companies with no marketing budget can command attention
with free video and quickly build a followingon services like
Facebook and Twitter. WSJ, April12, 2012Dollar Shave Club has a
long way to go to prove its a real business. But lots of
established competitors in profitable, sleepy market segments
should take note: youre just one YouTube video away from being on
the hot seat with yourinvestors. Forbes, April 12, 2012
22. 7. Re-use everything! A blog post becomes a whitepaper And
vice versa Tweet your blog post or post it on Facebook Interview
someone at turn it into a blog post, videoAND a podcast. Survey a
group and turn it into a blog post or whitepaper. Share everything
socially! Do a blog post on every event you attend. Put
presentations on Slideshare with keywords and acall to action Make
a monthly email newsletter out of your blogposts
23. Paper.li
24. 8. Nurture Your Leads Research the buying cycle with the
sales team Understand what you can offer during each step tofu,
mofu, bofu Use targeted, personalized email to move themdown the
funnel Use the thank you and confirmation page tolead them to the
next step Automate!
25. 9. Give good email Think about permission List quality
beats quantity Strike while the iron is hot new subscribers areyour
best prospects Be thoughtful about subject lines Measure
performance and adapt
26. 10. Create Effective Landing Pages What is a landing page?
Calls to action on every page Sell on value, not features
27. Too much text Confusing screen shots No forms to capture
info Selling on features, notvalue What am I signing upfor?
28. Clear Callto action Big andbold Goodcolors Offersvalue
29. 11. Learn from the best Hubspot 30 days free Sephora.com
Marketingprofs Zappos.com Marketing.grader.com Amazon.com
30. 12. Work with a pro Blytheco Advanced Marketing The tools
that are right for you Free 1-hour marketing assessment
31. Thank you! Alicia Anderson @aliciakanderson
www.blytheco.com/bam
