Week 1: what is inbound marketing?

  • Getting to know you
    • Who are you
      • We have an artist, a web designer, a heavy equipment mover, a social media manager, and a hiring director
    • What is your business/cause you are looking to promote
      • Be prepared to discuss at our next class
    • What marketing do you do currently (including offline or traditional marketing)
      • Offline and word of mouth seemed to be the biggest
    • Do you currently have a marketing strategy or marketing plan
      • No worries. By the end of the next five weeks, you will have one that you can build upon
  • What is inbound marketing and how can it help increase leads, sales, etc
    • Differences between inbound and outbound marketing
    • Outbound Marketing is also referred to as traditional marketing. This covers print, radio, television, and other forms of traditional advertising
    • Inbound Marketing is also called content marketing. Inbound techniques draws customers to you by positioning yourself as a credible, reliable source of information.
  • Online marketing channels
    • Company website
      • This is often where people will visit to get more information as they get closer to purchasing point. You want a website that aligns with what you want people to think of you
    • Blogs
      • This is an area on your website (or it can be hosted on a blogging site like Blogger or WordPress) where you can write about current events in your industry or discuss your point of view on issues.
    • Search Engines
      • Search Engines help potential customers find you. The most popular ones are Yahoo, Google, and Bing. There are some others out there as well such as Blekko and Ask.com. If you’ve optimized your website for the big three, you will do fine on the others.
    • Social Networks
      • Social networks are a great place to engage and talk with your potential and existing customers. This is the place to share articles you found interesting as well as ask questions to your followers.
    • Email
      • Email is a more traditional form of online marketing and despite what some “experts” say, it is not dead. The key to a good email campaign is about being relevant.
  • Next class
    • Developing your online brand
      • Prepare by starting to think about your current marketing strategy
      • Questions to start priming the pump

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