Inbound Marketing - A New Format

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1 MAURICE BRETZFIELD INBOUND MARKETING INSIGHT 515 West 110th Street, 5C, New York City, NY (917) www. mauricebretzfield.com Inbound Marketing Course Syllabus for The Business of Me - June 2013 "Radical connectivity is altering the exercise of power faster than we can understand it." "The devices and connectivity so essential to modern life put unprecedented power in the hand of every individual - a radical redistribution of power that our traditional institutions don't and perhaps can't understand."...nicco Mele, "The End of Big - How The Internet Makes David the New Goliath" Inbound Marketing empowers each of us. Now we all have the power to be a producer, publisher, distributor or media company of any kind. (C) Copyright Maurice Bretzfield, Inbound Marketing Insight. All Rights Reserved Page 1

2 Introduction to The Course: Why Inbound Marketing? As a business owner or marketer, your main goals are clear. You want people to find you on the web, like what they see, and eventually become your customer. In business terms, you want people to become visitors, convert visitors to leads, and convert leads to deals. Inbound Marketing is the combination of techniques that allows you to do just that. Inbound Marketing is the intersection of prospect discovery, valuable content, social media, Search Engine Optimization (SEO), that offers individuals and organizations the ability to react more directly to their prospects and customers issues, desires, needs and wants. The world is becoming more collaborative and Inbound Marketing is marketing s response to this shift. Inbound Marketing is the way modern marketing will be approached by practitioners across most disciplines for many years to come. Instead of the old outbound marketing methods of targeting and buying ads, buying lists, and hoping to attract leads, Inbound Marketing focuses on creating quality content that earns the trust of your targets and pulls people toward you or an organization and its products or services. By aligning published content with a the interests of target customer s interests, Inbound traffic is naturally attracted. That traffic can then be more easily converted and closed because customers find the contextual content that is provided to them compellingly informative, educational, humorous, or of interest to them in some other way. The modern marketer needs to focus on drawing in targets and earning customers by providing real value. Great content, provided over time builds a trusting relationship with the user. Getting marketing messages to resonate with target customers in today s increasingly crowded marketplace is one of the greatest challenges facing marketers today. The internet and related technologies have revolutionized the face of today s marketing arena by creating consumers that are more empowered and markedly more informed and sophisticated than their predecessors. Once popular outbound marketing methods have lost their efficacy as more sophisticated inbound marketing efforts have taken over. We are no longer in the "Mad Men" era where companies could blast messages to millions and push their strategies onto consumers. Inbound Marketing isn't magic and there are no shortcuts. It's a data driven strategy that results in more leads, more customers, a lower cost of customer acquisition and a demonstrable Return On Investment (ROI) through the optimization and targeting of content including , Enewsletters, Blogs, Articles, Whitepapers, Videos, Podcasts, ebooks, Social Media Marketing and other forms of content that is optimized (SEOd) for a targeted audiences 1 Inbound Marketing is not a marketing tactic, a channel or a technology - it s a strategy. It is not enough to do Inbound Marketing. To see great results organizations must deeply commit to the model, optimize it continually, and pursue it relentlessly. The result is a vastly diminished cost of customer acquisition provable by measurable return on investment (ROI). Course Rationale: This course is designed to provide an in-depth understanding of Inbound Marketing, its components and methodologies. While the specific skills learned are critical to marketers, the broader skills of critical thinking, empirical reasoning, and interpersonal skills that are developed in this curriculum can be applied to any future career choice or pursuit. Course Purpose: The purpose of this course is to prepare you to use Inbound Marketing whether for promoting a business of your own or applying these skills to the marketing needs of commercial or not-for-profit organizations. 1. In contrast, buying attention, spamming, cold-calling, direct paper mail, radio, TV and billboard advertisements, flyers, spam, telemarketing and other forms of traditional advertising are considered "outbound marketing". (C) Copyright Maurice Bretzfield, Inbound Marketing Insight. All Rights Reserved Page 2

3 Course Description: This course brings all of the aspects of Inbound Marketing to life. Through discussions, activities, real-world examples, exercises and presentations, this course will bring forth the components of the newest Inbound Marketing methods, strategies and tools. You will learn to weave various tools together to create systems that work in various environments. While gaining an understanding of the fundamentals of Inbound Marketing, you'll also gain an understanding of how these skills can be used to research, produce, distribute and measure the effectiveness of engaging content that earns you and any organization that you might align with new customers. The objective of Inbound Marketing is to delight prospective and existing customers with compelling and valuable content that answers their questions, informs them and offers them something of intrinsic value. Course Dates and Times for The Business of Me: June 1st, 8th, 15th, and 22nd 2013, 9:45am~3pm. Instructor Information: Instructor: Maurice Bretzfield Website: Phone number: I am available to meet or speak with you M-F 8am-4pm and I regularly check my . Instructor Background (see Instructor and Consultant - Inbound Marketing Insight present President & CEO EComWorks Inc & Global Outsource Management. 1994~2009 Independent Consultant 1991~1993 Vice President, Executive Vice President, President & CEO Internationale Set Inc. 1971~1990 How I'll Teach This Course I encourage interaction. While I present, I'm open to questions and encourage comments and collaboration. So, if you've got a question please feel free to ask it at anytime. All of the materials you'll need will be presented to you in the slide deck which will always be located here:. All of the slides used each week will be inserted into the deck at the conclusion of each session. This may take up to a day but be assured that all of the slides will be perpetually available to you. I hope you'll find it to be a valuable compendium of ideas and resources. Participant Learning Outcomes: Upon successful completion of the course, participants will be able to: Create an Inbound Marketing Strategic Plan Research target markets and discover customers Create impactful and compelling content Optimize for search engines Share content across the Web Track and measure user engagement (C) Copyright Maurice Bretzfield, Inbound Marketing Insight. All Rights Reserved Page 3

4 Course Outline: Session 1 - June 1, 2013: 1. Introductions 2. Overview 3. Radical institutional disintegration. Putting it into : context : 4. What is Inbound Marketing? 5. Why Inbound Marketing tactics like Search Engine Optimization (SEO), blogging, social media, video, website lead generation and lead nurturing are more effective (and more cost-effective) than traditional forms of outbound marketing. 6. An explanation of Return On Investment (ROI) 7. Examples of effective Inbound Marketing 8. Earning The Attention of Your Customers by Putting Them First - creating compelling content. Buyer personas. 9. Content + : context : and what it means to us 10. Channels and how to use them - EBooks, , Blogs, Blogging, White Papers, Newsletters, Social Networks: Facebook, Twitter, LinkedIn, YouTube, Quora, Pinterest, Reddit, Digg, Stumbleupon, SlideShare and more. Social Bookmarking. 11. How you can use Inbound Marketing Strategy to earn, prosper and advance your career 12. An introduction to Keyword Discovery and "The Long Tail". Google Adwords Tool. 13. Localization Session 2 - June 8, 2013: 1. Recap of Week 1. Questions and discussion. 2. Optimizing written and visual content. Articles, blogs, video, infographics, images. 3. EBook publishing and distribution. Kindle. The story of Nancy's Story. 4. Mobile 5. An introduction to "the tools of the trade" - Research, Monitor, Manage & Report. 6. Keyword Discovery, a deep dive. The "Long Tail". Buyer personas. 7. Closing the data loop. Google Analytics, Google Webmaster Tools. Wordtracker, Hubspot, SEOmoz, and more 8. How Inbound Marketing is scalable 9. Elements of SEO. How to optimize Websites. URL discovery. On page and off page factors. 10. Localization 11. Link Building 12. SEO do's and don'ts. What Google looks for and what it hates. 13. Optimizing content - written and visual. Keyword density. 14. Landing Pages Headlines 16. How to optimize for YouTube 17. Google Adwords: A deep dive into Keyword Discovery 18. Pay Per Click (PPC) (C) Copyright Maurice Bretzfield, Inbound Marketing Insight. All Rights Reserved Page 4

5 Session 3 - June 15, 2013: 1. Recap of Week 2. Questions and discussion. 2. Building your Inbound Marketing Strategic Plan - Putting the pieces together. A. Things to consider before starting to develop your Inbound Marketing plan B. Defining your purpose C. Creating effective content for Websites, Blogs, Social Media and Video D. Content + : context : E. The Importance of creating a sustainable effort F. Weaving it all together. Session 4 - June 22, 2013: 1. Recap of Week 3. Questions and discussion. 2. Putting it all into action. 3. Review 4. Course assessment (C) Copyright Maurice Bretzfield, Inbound Marketing Insight. All Rights Reserved Page 5