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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


THANKYOU FOR LISTENING LET’S CHAT

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