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PITFALLS
BUSINESS HAS NOT CHANGED • • • • •
ECONOMIC CLIMATE NEED MORE FOR LESS MORE COMPETITION MORE LEADS MANAGE REVENUE PERFORMANCE
CHANGE OF TACTICS INTRUSIVE PUSH SALES CYCLE TELEMARKETING TRADESHOWS DIRECT MAIL EMAIL BLASTS PRESS/TV ADVERTISING RADIO
CHANGE OF TACTICS INTRUSIVE PUSH
PASSIVE PULL
SALES CYCLE
BUYING CYCLE
TELEMARKETING TRADESHOWS DIRECT MAIL EMAIL BLASTS PRESS/TV ADVERTISING RADIO
SEO/SEM BLOGGING SOCIAL MEDIA MARKETING AUTOMATION NURTURING WORD OF MOUTH
INBOUND MARKETING
• PULL RATHER THAN PUSH • BUILD A PROCESS
CONTENT MARKETING • • • • • • • •
Creating content based on the demand White papers eGuides Webcasts Mobile apps Animations Video Core part of SEO
ONLINE MARKETING • • • • • • • •
Websites Blogs Forums Industry publications Social media communities Press release distribution Article distribution Polls and surveys
SEARCH ENGINE OPTIMISATION • • • • • • • •
Trusted directories like DMOZ Industry supplier directories Article optimisation Press release optimisation Online reviews Social media Likes, +1’s, Follows Affiliate links and partnering Producing outstanding content that people link to and share.
LEAD NURTURING AND MARKETING AUTOMATION
• • • • • •
Behavioural marketing Match content with prospect buying stage Top of funnel - Awareness Middle of funnel - Consideration Bottom of funnel - Decision Convert visitors --> repeat customers
BUILDING SENSE
• • • •
Lots of activity Lots of platforms No central strategy and plan No way of knowing what activity and channels actually create visitors, leads and customers
BUILDING A VISUAL ECO SYSTEM
WHAT IS INBOUND? • A CONTINUOUS IMPROVEMENT PROCESS • 5 STEPS TO SUCCESS • FULLY MEASURED
LISTENING
CREATING
ENGAGING
TRANSFORMING
GROWING
WHY INBOUND MARKETING MAKES ACCOUNTANTS SMILE INBOUND MARKETING GIVES YOU A CONTINUOUS FLOW OF NEW LEADS AND NEW REVENUE. APPLYING INBOUND MARKETING IN A STRATEGIC WAY CAN LEAD TO: • INCREASED REACH • HEIGHTENED BRAND AWARENESS • MORE VISITORS TO YOUR WEBSITE • HIGHER-QUALITY LEADS • WIDER SALES PIPELINE • INCREASED REVENUE • LOWER COSTS
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