inbound marketing… or, how to get people to your website and convert them into leads

THINGS WE’VE LEARNED SO FAR: INBOUND MARKETING

Inbound Marketing on the web means driving visitors to a conversion-focused website, turning those visitors to leads, and nurturing those leads with content.

INBOUND ISN’T CHEAP OR EASY.

BUT IT IS STRATEGIC, EFFECTIVE AND MEASURABLE.

THE WEB HAS CHANGED

THE WEBSITE IS NOT A FUNCTION OF I.T.

IT’S PART OF A BRAND’S CULTURE

MARKETING + SALES ARE MORE INTEGRATED

WEBSITES ARE NEVER FINISHED

INBOUND MARKETING ON THE WEB

WEBSITE CRMMARKETING

AUTOMATION

CONTACTS CONTENT

BRAND / POSITIONING

SOCIAL MEDIA

driving visitors to a conversion-focused website, Inbound Marketing on the web means

visitors to a conversion-focused website, turning those visitors to leads, and nurturing those leads with content.

DRIVING VISITORS TO A CONVERSION-FOCUSED WEBSITE !

How do I drive visitors to the website?

DRIVING VISITORS TO A CONVERSION-FOCUSED WEBSITE !

Build a site that solves their problems. Optimize, and keep writing.

DRIVING TRAFFIC TO YOUR WEBSITE? !!

SEO Content Marketing

Social Media Social Advertising Email Newsletters

SEO PEOPLE ASK GOOGLE QUESTIONS

IT IS NOT A TRICK VALUE = RELEVANT + FREQUENT

SEO IS A LIFESTYLE

CONTENT MARKETING 80% HELPFUL / 20% SALES

WRITING IS HARD WHAT DO I WRITE ABOUT? 2000 WORDS PER MONTH

SOCIAL MEDIA & SOCIAL ADVERTISING

EMAIL NEWSLETTERS RSS

MONTHLY / QUARTERLY

GET PEOPLE TO SUBSCRIBE TO YOUR THINKING.

driving visitors to a conversion-focused website, Inbound Marketing on the web means

visitors to a conversion-focused website, turning those visitors to leads, and nurturing those leads with content.

WHAT IS A CONVERSION-FOCUSED WEBSITE? !!

Positioning Design

Calls to Action Landing Pages

Content Management Content

SEO

Inbound Marketing on the web means

visitors to a conversion-focused website, turning those visitors to leads, and nurturing those leads with content.turning those visitors to leads,

TURNING VISITORS TO LEADS !

How do I turn visitors to leads?

TURNING VISITORS TO LEADS !

Ask them to do something. Make it easy, not scary.

TURNING VISITORS TO LEADS !

Most first time visitors aren’t ready to buy anything.

TURNING VISITORS TO LEADS !

“Contact Us” pages are too much commitment.

TURNING VISITORS TO LEADS !

Ask yourself why anyone would come back?

TURNING VISITORS TO LEADS !

You’re asking for permission to stay in front of them.

TURNING VISITORS TO LEADS !

You work hard on your content, but it’s worth it, right?

TURNING VISITORS TO LEADS !

Form submissions should segment and create new leads in your CRM.

Inbound Marketing on the web means

visitors to a conversion-focused website, turning those visitors to leads, and nurturing those leads with content.

and nurturing those leads with content.

NURTURING LEADS WITH CONTENT !

Inform Inspire Reassure

NURTURING LEADS WITH CONTENT !

Lead nurturing builds relationships with people regardless of where they are in the sales cycle.

NURTURING LEADS WITH CONTENT !

Provide content that will be useful to them even if they never buy from you.

NURTURING LEADS WITH CONTENT !

Most people do this manually through a follow-up email.

NURTURING LEADS WITH CONTENT !

Move along the sales cycle with Marketing Automation.

NURTURING LEADS WITH CONTENT !

Marketing Automation sends scheduled, pre-made email campaigns to segmented leads.

NURTURING LEADS WITH CONTENT !

The campaign flows are based on a user’s interaction with the content.

NURTURING LEADS WITH CONTENT !

If you tried to do that manually, you might hurt yourself.

NURTURING LEADS WITH CONTENT !

But that’s not all… Smart Calls to Action.

NURTURING LEADS WITH CONTENT !

Your website and its content can change based on a user’s interactions.

NURTURING LEADS WITH CONTENT !

Marketing Automation may seem a little creepy, but think of it as a way to give people more of what they want, and less of what they don’t.

ALL TOGETHER NOW

A visitor comes to your website

Sees content she finds compelling and fills out a form

Visitor is added to the CRM and marked as lead

Depending on visitors behavior, is assigned a segment

Marketing automation system begins email campaign based on segment

Website can change Calls to Action based on the visitor’s activity

Visitor interactions are tracked

Sales team knows what the lead is interested in, and what they’re not.

OK, MAYBE IT IS A LITTLE CREEPY.

CLOSING THOUGHTS

SHIFT THE WAY YOU THINK ABOUT THE WEB.

“89% of US internet users search online before they make a purchase, even when the purchase is made at a local business.”

- HubSpot

YOUR WEBSITE IS THE MOST ACCESSIBLE PART OF YOUR BUSINESS.

INBOUND CAN BE AS SIMPLE AS A BLOG, OR AS ELABORATE AS MARKETING AUTOMATION.

INBOUND MARKETING IS EFFECTIVE FOR MARKETERS, AND ADDS VALUE TO THE AUDIENCES.

BE HELPFUL, ADD VALUE, AND GAIN CUSTOMERS.

QUESTIONS?

Thank you.