creating an inbound marketing strategy that sticks

Creating an Inbound Marketing Strategy that Sticks

Over the past few years, Inbound marketing has been very hyped.

For Good Reason… of chief marketing officers think custom content is very or somewhat valuable of consumers find custom content useful

- Roper Public Affairs & Corporate Communications

87%

90% And on the other end of the spectrum

“Inbound delivers 54% more leads in the 2013 marketing funnel than outbound sources” - Hubspot

But it’s not all rainbows and sunshine

The reality is that you're competing in a sea of continuous updates.

Within minutes, your wonderful piece of content has vanished

into social media’s backlog.

When our tweet included #marketing

A$er 5 minutes: 37 tweets were pushed ahead of ours under #marketing.

A$er 1 hour: 461 tweets were ahead of ours.

When tweet included #B2Bmarketing

A$er 1 Hour: 22 tweets were pushed ahead of ours

Case in point…

Feeling like your content’s missing the longevity needed to spread outside of your close circle?

Is even your kick-ass content getting stuck?

Smart companies are focused on inbound marketing, but many lack the ability to have their content rise above the rapid stream of clutter.

Which makes us sad.

But there’s a solution!

What if you could add sales reps and promoters for free?

What if you could add sales reps and promoters for free? The kind that would gladly help you out, simply because they love your product.  

They’re out there, and there’s a good chance your

company has them.

They’re out there, and there’s a good chance your

company has them.

They’re called

Brand Loyalists  

They’re out there, and there’s a good chance your

company has them.

They’re called

Advocates  

Brand Loyalists  

They’re out there, and there’s a good chance your

company has them.

They’re called

Advocates  

Enthusiasts  

Brand Loyalists  

They’re out there, and there’s a good chance your

company has them.

They’re called

Advocates  

Enthusiasts  

Brand Loyalists  

Fans  

5 reasons your inbound marketing needs a push from

your most loyal fans

Advocate Marketing is more cost-effective than traditional. Advocate marketing is 10X more cost-effective than traditional marketing

1.  

Source

Advocates refer new business For 45% of B2B companies, the majority (60%) of their new customers come from referrals.

2.  

% of new sales which come from referrals

Non-­‐referred  customers  

Referred  customers  60%

40%

Source  

Advocates reach a broad audience Advocates are 3X times more likely to share product info with someone they don’t know.

3.  

Source

Advocates are the most trusted form of advertising 96% trust recommendations from people they know vs 24% of whom trust online ads

4.  

Source

Advocates work for you even in their downtime Advocates are 3X more likely to view sharing as a form of relaxation

5.  

Source

Wow! That’s convincing!

But how do I start?  

First, gather your advocates… •  Use email marketing •  Connect over social •  Call them •  Survey them •  Ask for referrals

Give them things to do (1/2)

Social – Follow on Twitter – Join a LinkedIn

group – Comment on a

blog post – LinkedIn discussion – Follow other

advocates on Twitter

– Tweet a #hashtag

Content – Share an article – Newsletter

subscription – Write a blog post – Share a success

story – Create a video – Speak to the press

Demand Generation – Refer an advocate – Refer a prospect

Give them things to do (2/2)

Events – Join an event group – Event testimonials – Tweet at the event – Crowdsource event

content – Event feedback – Event scavenger

hunt – Speak at an event

Customer experience

– Product release notes

– Product feedback

– Product enhancements

– Mentor a new customer

Recognize their contribution Networking opportunities

Tickets, events

Access to key staff

Charity & donations in their name

Services, education, training

Prizes

Points & badges

Many B2B & B2C companies understand the importance of

brand loyalists

Walmart created a “Walmart Moms” program. It’s a portal that directs users to 20 different “Mom blogs” (All of which advocate for Walmart, and have a “Walmart Mom” badge on their site).

renewal rate for customers in

the advocate program

more stories for marketing

and sales

100%  

300x  

content!

Ford had great success with their advocate program. Its most loyal customers participated in fun challenges and were required to document their journeys through various social channels.

value!

Feedback Content Development

Professional Development

$130,000

total value returned by

each influencer

Don’t stress over Twitter followers and Facebook likes. Instead focus on harnessing your most loyal customers.

The goal shouldn't be to have a lot of people to yell at, the goal probably should be to have a lot of people who choose to listen. Don't need a bullhorn for that”

– Seth Godin

“

Build one-to-one relationships today!

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