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We need to stop interrupting what people are interested in and be what people are interested in…

“. Audiences everywhere are tough. They don’t have time to be bored or brow beaten by orthodox, old-fashioned advertising. We need to stop interrupting what people are interested in and be what people are interested in…. ”. Craig davis Chief creative officer, worldwide

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We need to stop interrupting what people are interested in and be what people are interested in…

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  1. “ Audiences everywhere are tough. They don’t have time to be bored or brow beaten by orthodox, old-fashioned advertising. We need to stop interrupting what people are interested in and be what people are interested in… ” Craig davis Chief creative officer, worldwide j. Walter thompson (world’s 4th largest ad agency)

  2. Taking the First Step: Investigating Interactive Media for Any Publication May 23, 2012

  3. 1 Introductions

  4. 2 Key Issues

  5. Finding new members Engaging more members

  6. Fact: • The Internet has fundamentally changed the way people find, discover, share, shop, & connect.

  7. Fact: • Inbound marketing is a lot more cost-effective than traditional, outbound marketing.

  8. 3 Introduction to Inbound Marketing

  9. What is Inbound Marketing?

  10. Inbound marketing is a fundamental shift in how we relate to potential customers

  11. PULL EARNED OWN ATTRACT ASSET Email VS. PUSH PAID RENT INTERRUPT INVENTORY

  12. Inbound marketing costs 62% less per lead than traditional, outbound marketing. OUTBOUND:Avg cost/lead: $373 INBOUND:Avg cost/lead: $143 Source: hubspot, 2011

  13. STOP FORCING leads through your decision process.

  14. An Example of Inbound Marketing?

  15. Blogging.

  16. No Topic is too Niche for a Blog

  17. There are 152,000,000 blogs on the Internet. Source: um, october 2010

  18. The global population of blog readers keeps growing. % of daily internet users who read blogs Source: um, october 2010

  19. B2C companies that blog generate • per month than those who do not. 88% more leads 88% # of Median monthly leads Source: hubspot, state of inbound marketing lead generation report, 2010

  20. An Example of an Inbound Campaign?

  21. Inbound Marketing Campaign Structure

  22. Create an Offer Offer Link to Offer

  23. Create a Conversion Path CTA LP Link to CTA Link to LP

  24. Attach a Lead Nurturing Campaign LN

  25. Promote Your Offer Through Email Email Link to Email

  26. Promote Your Offer Through Blogging Blog Link to Blog Article

  27. Promote Your Offer Through Social Media Promote

  28. Analyze Results Analyze

  29. Recap!

  30. Offer Identify Conversion Opportunities and Make New Offer. Analyze LP + CTA Build Landing Page, Call To Action and Thank You Page to advertise the offer. Attach Lead Nurturing Campaign to the Offer. Promote LN Build Targeted List and Email Existing Contacts the new offer. Write blog articles around the topic of the offer to promote on website. Blog Email Schedule social media promotions of landing page and blog posts Analyze the results of each element to improve next campaign

  31. 4 Inbound Opportunities for Associations

  32. Offer Identify Conversion Opportunities and Make New Offer. Analyze LP + CTA Build Landing Page, Call To Action and Thank You Page to advertise the offer. Attach Lead Nurturing Campaign to the Offer. Promote LN Build Targeted List and Email Existing Contacts the new offer. Email Write blog articles around the topic of the offer to promote on website. Blog Schedule social media promotions of landing page and blog posts Analyze the results of each element to improve next campaign

  33. Create Content Engine – share to attractConnection point for industry - education HubPublishing platform – magnet for a market

  34. 5 HubSpot Example

  35. Our Value-Added Reseller Community

  36. Marketing Agencies who Resell HubSpot as Part of their Marketing Services Packages

  37. Community Benefits HubSpot, and HubSpot Benefits the Community

  38. 1 Community allows Partners to Network Proactively 2 Community allows Partners to Exchange Ideas & Tactics 3 Community allows Partners to Compliment Each Other

  39. How Community Manager Uses Inbound Marketing

  40. To help more agencies adopt/learn IM. To raise engagement of existing base. To reward engagement of engaged.

  41. To help more agencies adopt/learn IM. To raise engagement of existing base. To reward engagement of engaged.

  42. Direct Value-Added Reseller

  43. partners.com

  44. To help more agencies adopt/learn IM. To raise engagement of existing base. To reward engagement of engaged.

  45. Education as Engagement

  46. Idea Exchanging as Engagement

  47. To help more agencies adopt/learn IM. To raise engagement of existing base. To reward engagement of engaged.

  48. Services Marketplace

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