INBOUND MARKETING STRATEGY

SIDDHARTH BHATTACHARJEE

OUR MAIN AGENDA

• UNLIKE CONVENTIONAL MARKETING, INBOUND MARKETING IS CUSTOMER-CENTRIC.

• CONSIDER IT LIKE A DOCTOR-PATIENT RELATIONSHIP. ADVANTAGE OF THINKING LIKE THIS IS THAT WE DO NOT NEGOTIATE WITH THE DOCTORS WITH THE PRICING OF THE MEDICINES.

• IT IS ALSO LIKE A SAVINGS ACCOUNT. WE NEED TO HAVE A TARGET IN MIND AND WORK TOWARDS THAT TARGET BY INVESTING “CONTENT” EVERY DAY.

WHY INBOUND MARKETING

With the advent of internet, the prospects today have way more options than they used to have 20 years back. So sales reps acting as gatekeepers to information is not going to work anymore. We need to provide all the information a person is looking for to earn their TRUST and convert them into customers.

IMAGE CREDIT TO HUBSPOT

UNDERSTANDING INBOUND MARKETING

ATTRACT PHASE

• WHEN A PERSON FACING ANY ISSUE, COMES TO OUR WEBSITE (OR BLOG) FOR SOLUTIONS AND FIND THE DEFINITION OF THEIR ISSUE IN OUR BLOGS, THEY ARE IN THE ATTRACT PHASE.

• IN THE ATTRACT PHASE, WE USE BLOGS TO SPEAK ABOUT DIFFERENT PROBLEMS WHICH OUR BUYERS MIGHT FACE IN THEIR EVERYDAY JOB ROLE

CONVERT PHASE

• THIS IS THE PHASE WHERE WE GIVE SOLUTIONS TO THE PROBLEMS OF OUR VISITORS.

• POINT TO NOTE HERE IS THAT WE ARE NOT SPEAKING ABOUT OUR SERVICES AND PRODUCTS. REMEMBER INBOUND MARKETING IS ABOUT OUR CUSTOMERS, NOT ABOUT US.

• HERE WE CAN ALSO USE CALL-TO-ACTIONS AND LANDING PAGES, WHERE WE GET THE DETAILS OF OUR CUSTOMERS. GIVE THEM OFFERS LIKE IF THEY FILL OUT A FORM, THEY WILL GET FREE EBOOKS OR VIDEOS, WHICH WILL SPEAK ABOUT THEIR SOLUTIONS.

• IN THIS STAGE, WE GET THE LEADS. WE CALL THESE MQL.

CLOSE PHASE

• IN THIS PHASE, WE CAN TALK ABOUT OUR SERVICES AND PRODUCTS.• HOW THESE WILL BE BENEFICIAL TO THE BUYERS.• HERE WE CAN INCLUDE COMPARISONS, PRICING ETC.• REMEMBER WE DO NOT WANT TO BE PUSHY. WE DO NOT WANT TO SOUND

DESPERATE. ITS BETTER TO HAVE NO CUSTOMERS THAN A BAD CUSTOMER.

DELIGHT PHASE

• ONE OF THE MOST IMPORTANT PHASES.• OUR CUSTOMERS CAN BE OUR BEST PROMOTERS.• WE NEED TO HAVE SURVEYS, SOCIAL MONITORING TO SEE IF OUR EXISTING

CLIENTS ARE HAPPY.• OUR CURRENT CLIENTS CAN HELP US ACQUIRE NEW ONES.

BEST INBOUND PRACTICES

• USE BUYER PERSONAS- SEMI-FICTIONAL REPRESENTATIONS OF YOUR IDEAL CUSTOMERS (TAKING INTO ACCOUNT HIS CHOICES, BEHAVIOR ETC.)- GET INFO FROM ACTUAL RESEARCH, NOT ASSUMPTIONS

• USE BUYER JOURNEY - AWARENESS STAGE, CONSIDERATION STAGE, DECISION STAGE

• CREATE REMARKABLE CONTENT - CONTENT + CONTEXT• LEVERAGING YOUR CONTENT - MAKING SURE YOUR CONTENT REACHES

THE CORRECT AUDIENCE.

BUYER PERSONAS

BUYER PERSONA….

• WE MUST KNOW OUR BUYERS.• ONCE WE KNOW OUR BUYERS, WE CAN TAILOR OUR CONTENT.• THE CONTENT INTENDED FOR DIRECTOR OF HR CANNOT BE USED FOR CTO.

ONCE WE SEGMENT OUR CONTENT AND CAMPAIGNS, WE WILL DEFINITELY SEE MUCH MORE RESPONSE.

BUYER JOURNEY

BUYER JOURNEY

• MOST IMPORTANT FACTOR. WHEN A VISITOR COMES TO OUR BLOG LOOKING FOR THE DEFINITION OF THEIR ISSUES AND IDENTIFICATION OF THE SAME, THEY ARE IN THE AWARENESS STAGE. THE CONTENT FOR THIS STAGE, SHOULD SPEAK ABOUT THE PROBLEMS.

• WHEN HE HAS GOT THE SOLUTIONS TO HIS ISSUES AND HAS FILLED IN OUR LANDING PAGE FORM TO DOWNLOAD THE EBOOKS OR WATCH VIDEOS ETC., HE IS IN THE CONSIDERATION PAGE. TILL NOW OUR CONTENT SHOULDN’T SPEAK ABOUT OUR SERVICES AND PRODUCT.

• WHEN HE HAS DECIDED TO USE CERTAIN SERVICES OR PRODUCTS, ONLY THEN WE SHOULD SPEAK ABOUT OUR SERVICES AND PRODUCTS. THIS IS THE DECISION STAGE.

ATTRACT PHASE

PREPARATION OF CONTENT

PREPARATION OF CONTENT…

PLANNING AND CREATING

CONTENT CREATION

ANALYZE

TITLE FOR BLOGS

CONVERT

THE CONVERSION PROCESS

CALL-TO-ACTION

LANDING PAGES

LANDING PAGES ARE THE PAGES WHERE WE COLLECT THE LEADS.

THESE LEADS ARE THE MARKETING QUALIFIED LEADS.

REMEMBER TO ASK ONLY AS MANY QUESTIONS AS THE CONTENT DESERVES

IT IS SEEN THAT MORE NUMBER OF LANDING PAGES RESULT IN MORE LEADS

LANDING PAGES…

THANK YOU PAGES ONCE A PERSON FILLS UP THE LANDING

PAGE, HE MUST GET A THANK YOU PAGE. A THANK YOU PAGE IS MORE BENEFICIAL

THAN A THANK YOU MESSAGE. WE CAN ALSO INCLUDE LINKS TO

DIFFERENT OTHER POSTS SOMETIMES MAY BE ANOTHER CALL-TO-

ACTION (BUT IT MIGHT BE TOO AGGRESSIVE).

THANK YOU !!!!

NEXT SLIDE WITH BE FOR EMAIL MARKETING…