1. Inbound Marketing @ YOUR-COMPANY
Using the Internet to help prospects find us and convert more visitors into paying customers
Instructions on how to complete this PPT presentation for your company are in this article:

2. Agenda Changes in Purchasing Behaviors Marketing Needs to Adapt
Our Current Marketing Grade
Plan for Improvement

3. Changes in Purchasing Behavior
Buyers start purchasing process in search engines
98% Search in Google
Source: Marketing Sherpa

4. Changes in Purchasing Behavior
When was the last time when you were considering making a purchase over $1000 that you did the following?
Used the yellow pages
Got on a plane to go to a trade show
Responded to a print advertisement
Responded to a direct mail advertisement
Did a search in Google or another search engine
Asked a friend for advice, and they ed you a URL as a response

5. Marketing Needs to Adapt
Outbound Marketing
Inside Sales
Telemarketing
Tradeshows
Seminars
Print Advertising
Direct mail/
Inbound Marketing
SEO
Pay per click
Blogging / Blogosphere
Social Media / Buzz
Targeted Landing Pages
Marketing Analytics

6. Marketing Needs to Adapt
Outbound Marketing
Low response rate (1-5%)
Expensive / Wasteful
Becoming more difficult
“Interruption” based
Inbound Marketing
High response rate (20-50%)
Low cost / High ROI
Wide open playing field
“Permission” based

7. Marketing Needs to Adapt
Consumers have control
Spam software blocks
Caller ID blocks cold calls
Government is on consumer’s side
Can –Spam Act
National Do Not Call List
Today, the goal of marketing needs to be to “get found” by customers when they are looking, not “get in their face” when they are not looking.

8. New Rules of Marketing Get Found by Qualified Prospects
Search Engines
Blogosphere
Social Media
Convert Prospects to Customers
Landing Pages
Lead Intelligence
Marketing Analytics

9. OUR-COMPANY Advantage
On the Internet, a smaller company can out-market a larger company.
Size of budget and number of employees is less relevant.
David can beat Goliath, if he is smart about using the Internet.

10. OUR-COMPANY in Search Engines
Our best prospects are looking for us.
We’re not in the places where they’re looking.
Search Term
Monthly Searches
Can you find
OUR-COMPANY?
Term 1
[input volume]
[input yes or no]
Term 2
Term 3
Term 4
Term 5
Put the volume from a keyword research tool, and put “yes” if you are on the first page of Google results when you search for that term in Google, put “no” if you are not on the first page of results.
Source: and HubSpot Internet Marketing

11. OUR-COMPANY in the Blogosphere
XX Blogs about “Term 1”
XX Blogs about “Term 2”
None of these blogs are from OUR-COMPANY
Technorati (a blog search engine) gets 4.5 million visitors per month
Search for relevant blogs on Technorati, and list the numbers here.
Source: Technorati and HubSpot Internet Marketing

12. OUR-COMPANY in Social Media
XX Stories on Digg about “Term 1” (none from OUR-COMPANY)
Digg is a top 100 website - over 20 million people visit each month
72 Questions about “Term 1” on LinkedIn (none from OUR-COMPANY)
LinkedIn gets 1.5 millions visitors/month, the average user is 39 and makes $139K/year, over 500,000 C-level members
Search on Digg, Delicious, LinkedIn or other social media relevant to your company and list the results here.
Source: HubSpot Internet Marketing, Digg, LinkedIn, Compete.com

13. OUR-COMPANY Marketing Grade
We’re way behind on the Internet.
Good news: We can improve and WIN!
Metric
OUR-COMPANY
Competitor 1
Competitor 2
Website Grade (Overall)
[enter metric]
Alexa (Traffic)
Google Page Rank (SEO)
Use and show your current situation against your competition on a couple relevant metrics.
Source:

14. OUR-COMPANY Marketing Plan
Begin comprehensive Internet marketing program today
Search Engines: SEO & PPC
Blogosphere
Social Media
Goals in First 6 Months
Double web traffic
Double web leads
Website Grade above 70
Goals in Following 6 Months
Double web traffic AGAIN
Double web leads AGAIN
Website Grade above 80

15. OUR-COMPANY Marketing Plan
Budget: $10,000/year
Internet Marketing Software: $3,000
PPC Spend: $6,000
Writing / Content / Other: $1,000
Additional funds based on performance
Adjust based on your own company situation in terms of budget and expectations. Make sure you include money to pay for tools (software, training, research) to help you achieve your goals, not just money for PPC ads.
(PS – Be sure to check out we’re experts at helping companies leverage the internet for inbound marketing.