The Evolution of Inbound Marketing
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The document discusses the evolution of inbound marketing and becoming a versatile professional in the "D.A.R.C. Ages". It outlines the difference between inbound and outbound marketing, and defines inbound marketing methodology as getting found through content, converting visitors, and analyzing results. It also discusses inbound marketing software and solutions, traits of an inbound marketing professional, and how digital natives are changing the marketing landscape.
The Evolution of Inbound Marketing
- 1. The Evolution of Inbound Marketing Becoming a Versatile Professional in the D.A.R.C Ages 2012 Baldwin-Wallace College PR Center Presented by Keith Gutierrez | Byron Fernandez Structure Marketing.com Building Remarkable Brands
- 3. What is Inbound Marketing Inbound Pull Outbound Push Online Marketing Audience Targeted Audience
- 4. Inbound Marketing Methodology Get Found • Value Added Content • Search Engine Optimization • Social Media Marketing • Targeted Search Engine Marketing Convert • Premium Content Offers • Requested Email Marketing • Calls-To-Action • Landing Pages with Conversion Forms • Lead Nurturing Analyze • Website & Blog Analytics • Multi-Variant Testing • Closed Loop Marketing Analytics Inbound Marketing
- 5. Inbound Marketing Software What is HubSpot? Brian Halligan Co-Founder, CEO Dharmesh Shah Co-Founder, CTO Second Fastest Growing Software Company on Inc. 500 More than $60 million in venture capital funding to date
- 6. Inbound Marketing Solutions Convergence of Art, Science and Technology
- 7. Inbound Marketing Professional Core Traits Brand Content PR & Social Media INBOUND •Passion •Exceptional Writer, Communicator •Balanced, logical •Artistic, creative •Vision, Purpose •Tech-Savvy •Intrinsically Motivated •Team Player •Analytical – loves Data •Builds Relationships •Attentive to Detail •Listens, Learns, Leads
- 8. What is D.A.R.C? D = Are Digital Citizens A = Have Analytical Chops R = Have Web Reach C = Are Content Creators
- 9. Oh, the Places You’ll Go A Changing of the Guard •Digital Native: “The Millennial consumer” •Born between the mid-1970s and the late 1990s •Grew up immersed in the current “Golden Age” of digital technology •Mid-teens to mid-thirties •Represents almost a ¼ of the market •2017: Projected to have more spending power than any other generation in America •Change agents: Incorporate technology and social media to become more effective in business and client relationships Note: Represents largest consumer base in the generation of digital influence. All consumer bases should be considered in digital markets.
- 10. FACT: Testable, Tried & True No More Rainbows & Unicorns “It’s not about the communities you join; it’s about the CONNECTIONS you make there…” ~ Chris Brogan, co-author of Trust Agents Marketing Fantasy #199 Marketing Fantasy #217
- 11. Are You IN? Digital Muster: Start Flexing Join the IMU community Inbound Marketing University training program #IMU on twitter + 18 online classes + Training, preparation for Inbound Marketing Certification + Interactive tutorials, webinars with industry thought leaders and influencers NOTABLE PRESENTERS *Mike Volpe, Chief Marketing Officer at HubSpot *Todd Defren, SHIFT Communications *Ann Handley, marketingprofs.com *Lee Odden, TopRank Marketing online *Chris Brogan, New Marketing Labs *Rand Fishkin, SEOmoz *Brian Carroll, MEClabs and InTouch *Mitch Joel, Six Pixels of Separation
- 12. Go Where Others Are Not “Technology alone is not enough. It's technology married with liberal arts, married with the humanities, that yields the results that make our hearts sing“ – Steve Jobs twitter.com/byron_fernandez linkedin.com/in/byronfernandez facebook.com/StructureMarketing.com Questions?
- 13. Success is about Making Those Who Believed in You Look Brillant twitter.com/keithgutierrez linkedin.com/in/keithgutierrez facebook.com/StructureMarketing.com Questions? Be Remarkable – “Your job is to get them to talk about you, and to do that by being remarkable in the first place” – Seth Godin
- 14. Links Fernandez, Byron. How to Make it in PR and Marketing: Get Lost to Find Answers byronfernandez.com, TopRank Online Marketing (2011) Social Media Charlatans are Like Wile E. Coyote SpinSucks.com (2011) Gutierrez, Keith. Inbound Marketing Evolution: The Future of Now Structure Marketing (2012) Halligan, Brian, Shah, Dharmesh. Inbound Marketing: Get Found Using Google, Social Media and Blogs (New Rules Social Media Series) Wiley (2009) HubSpot.com Hiring in the DARC Ages; excerpt from Inbound Marketing (2012) Meerman Scott, David. The New Rules of Marketing and PR; Real-Time Marketing and PR; Newsjacking Wiley 2009-2012 Redsicker, Patricia. Digital Natives: How they are Changing the Content Marketing Game Content Marketing Institute (CMI) April 12, 2012
- 15. Recommended Reading INBOUND MARKETING (Boston) Structure Marketing.com (Westlake, OH) HubSpot.com Inbound Marketing University Inbound.org PUBLIC RELATIONS PRNewswire.com (NYC) SpinSucks blog: Professional Development for PR and Marketing Pros (Chicago) MARKETING TopRank Online Marketing (Minneapolis) MarketingProfs (Los Angeles) Marketing Agency Insider – (Cleveland) CONTENT MARKETING Content Marketing Institute – (Cleveland) Contently.com (NYC)
- 16. Building Remarkable Brands Convergence of Art, Science and Technology