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Building Your 2016 Inbound Marketing Strategy.PRESENTED BY /
Chad Elmore, Director of Digital CommunicationPyxl Knoxville
Native Knoxvillian
Client Experience
More About Chad
Director of Digital Communication, Knoxville
Chad Elmore
Vol for Life Movie Buff Coffee
*Business 2 Community
Inbound Methodology
The Strategy Process
Inbound Marketing Review1
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3
Our Agenda.
is interruptive and isn’t personalized — often, it isn’t even helpful to the audience it’s hitting.
is about creating and sharing relevant, targeted content online and with a specific audience. You seek to attract qualified prospects with content that they
actually want to see, where and when they want to see it.
Traditional Marketing
Inbound Marketing
vs.
*Business 2 Community
44% of direct mail is never opened.*
86% of people skip TV commercials.*
91% of people unsubscribe from company emails.*
Traditional Marketing Just Isn’t Working.
*Business 2 Community
But, Seriously. Does Inbound Marketing Really Work?
*Hubspot
as many marketers say inbound delivers below average cost per lead than outbound methods*
is saved by companies who invest in inbound marketing compared to those who don’t*
more leads are generated by inbound tactics than traditional marketing approaches*
2x $20k 54%
Attract
Blog Social Media
Keywords Pages
Calls-to-Action Landing Pages
Forms Contracts
Email Workflows
Lead Scoring CRM Integrations
Social Media Smart-Calls-to-Action
Email Workflows
Convert Close Delight
Strangers
The Inbound Methodology.
Visitors Leads Customers Promoters
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Start with a Strategy!
*DM News
How can you track success without first establishing goals and a strategy?
46% of executives surveyed stated “lack of an effective strategy” was the biggest obstacle in achieving their inbound marketing goals.*
Set your goals and KPIs1 Identify your audience2 Create your tactical plan3
The Process, Simplified.
Set Your Goals and KPIs.
Example Goals.
New Customers
Monthly Revenue
Customer Retention
Overall Growth
Market Share
Lower Cost Per Acquisition
Set SMART Goals
Put these goals into a marketing automation platform, spreadsheet or other tracking system to create your marketing dashboard.
If you’re using a marketing platform, like HubSpot, you can monitor your results in realitime.
Drive X bottom-of-the-funnel (BOFU) leads per month
KPI
Drive X new visitors per month.KPI Close X% of BOFU leadsKPI
Drive X top-of-the-funnel (TOFU) leads per month
KPI
Goal: Close 50 New Customers per Month.
Identify Your Audience.
Who are they?
are semi-fictional representations of your company’s ideal customers.
Buyer Personas
Patients or Physicians
Students or Parents
IT Execs and Consumers
Customers
Where do they spend time online?
What are their demographics?
What keywords do they use when searching?
Why is your product/service the best option for them?
What questions do they have?
How can you reach them?
An Example PersonaMarketing Mary
Background Marketing manager Works at a large technology company
Demographics Skews female Age 35-50 Married with children Suburban
Goals Meet quarterly lead generation goals Support corporate initiatives through the launch of a variety of marketing campaigns
Challenges Getting everything done with a small staff Getting quality leads that the sales team can close
How We Help Provide a large team to support campaign initiatives Utilize lead generation and nuturing programs to drive qualified leads
Common Objections Worried a marketing partner won’t be able to understand the intricacies of the business Nervous about all the moving parts working with a marketing firm
Create Your Personas
• Take advantage of persona-based marketing automation platforms.
• Contacts will identify via a form field
• Segment your contacts based on persona
• Personalized messaging
Select persona picture and name
Create a persona form field
Add internal notes
Create Your Tactical Plan.
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Key Components.
Analyze the digital experience you’re providing to visitors
Conduct a content audit & map content marketing to the buyer’s journey
Define demand generation and lead nurturing tactics
Identify key metrics to track and set a reporting schedule
Your website is often the first impression your company gives to potential customers.
Can they find it? Is it mobile-friendly? Is it inbound-ready?
Critical elements of an inbound-ready Website.
Responsive Design
BlogIntuitive Navigation
Effective Calls to Action
Well-Written Content
Know your competition
Gauge your digital presence against those who you know you’re competing against for leads and customers
Content Audit.
Go through your existing content.
Break it down by type.
Map it to personas.
Map it to stages of the buyer’s journey.
What do you have? What are you lacking?
Fill in the gaps.
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Content Audit.
Go through your existing content.
Break it down by type.
Map it to personas.
Map it to stages of the buyer’s journey.
What do you have? What are you lacking?
Fill in the gaps.
1
2
3
4
5
6
Content Audit.
Go through your existing content.
Break it down by type.
Map it to personas.
Map it to stages of the buyer’s journey.
What do you have? What are you lacking?
Fill in the gaps.
2
3
4
5
6
1
Content Audit.
Go through your existing content.
Break it down by type.
Map it to personas.
Map it to stages of the buyer’s journey.
What do you have? What are you lacking?
Fill in the gaps.
2
3
4
5
6
1
Content Audit.
Go through your existing content.
Break it down by type.
Map it to personas.
Map it to stages of the buyer’s journey.
What do you have? What are you lacking?
Fill in the gaps.
2
3
4
5
6
1
Content Audit.
Go through your existing content.
Break it down by type.
Map it to personas.
Map it to stages of the buyer’s journey.
What do you have? What are you lacking?
Fill in the gaps.
2
3
4
5
6
1
Content and the Buyer’s Journey.
Awareness Stage
eGuides
eBooks
White Papers
Mission: Users are seeking
educational, third party, vendor neutral content.
Consideration Stage
Webcasts
Solution Comparisons White Papers
Expert/Editorial eGuides
Mission: Users are committing to
solving their clearly defined problem, more focused on solutions & comparisons.
Decision Stage
Vendor/Product Comparison
Case Studies
Trial/Software
Downloads
Mission: Users are seeking validation
in determining their short list and selecting a vendor.
Your Persona Problem or opportunity that the above persona
needs help with.
Lifecycle Stage
Consideration Stage: Users are committing to
solving their clearly defined problem, more focused on solutions & comparisons.
Decision Stage: Users are seeking validation
in determining their short list and selecting a vendor.
Awareness Stage: Users are seeking
educational, third party, vendor neutral content.
Content Marketing.
Marketing Mary
Your Persona Problem or opportunity that the above persona
needs help with.
Lifecycle Stage
Consideration Stage: Users are committing to
solving their clearly defined problem, more focused on solutions & comparisons.
Decision Stage: Users are seeking validation
in determining their short list and selecting a vendor.
Awareness Stage: Users are seeking
educational, third party, vendor neutral content.
Content Marketing.
Meet Quarterly Lead
Generation Goals
Your Persona Problem or opportunity that the above persona
needs help with.
Lifecycle Stage
Consideration Stage: Users are committing to
solving their clearly defined problem, more focused on solutions & comparisons.
Decision Stage: Users are seeking validation
in determining their short list and selecting a vendor.
Awareness Stage: Users are seeking
educational, third party, vendor neutral content.
Content Marketing.
Marketing Mary
eBook: Top Lead Generation
Tips, Tricks & Ideas
Meet Quarterly Lead
Generation Goals
Your Persona Problem or opportunity that the above persona
needs help with.
Lifecycle Stage
Consideration Stage: Users are committing to
solving their clearly defined problem, more focused on solutions & comparisons.
Decision Stage: Users are seeking validation
in determining their short list and selecting a vendor.
Awareness Stage: Users are seeking
educational, third party, vendor neutral content.
Content Marketing.
Marketing Mary
eBook: Top Lead Generation
Tips, Tricks & Ideas
Meet Quarterly Lead
Generation Goals
Your Persona Problem or opportunity that the above persona
needs help with.
Lifecycle Stage
A Case Study Focused on Lead Generation
Consideration Stage: Users are committing to
solving their clearly defined problem, more focused on solutions & comparisons.
Decision Stage: Users are seeking validation
in determining their short list and selecting a vendor.
Awareness Stage: Users are seeking
educational, third party, vendor neutral content.
Content Marketing.
Marketing Mary
eBook: Top Lead Generation
Tips, Tricks & Ideas
Meet Quarterly Lead
Generation Goals
Your Persona Problem or opportunity that the above persona
needs help with.
Lifecycle Stage
A Case Study Focused on Lead Generation
Consideration Stage: Users are committing to
solving their clearly defined problem, more focused on solutions & comparisons.
Free Consultation
Decision Stage: Users are seeking validation
in determining their short list and selecting a vendor.
Awareness Stage: Users are seeking
educational, third party, vendor neutral content.
Content Marketing.
Marketing Mary
Demand Generation.
Email Marketing
Social Media
BlogPublic Relations
PPCSEOPremium Content
Use demand generation tactics to nurture.
What paths might your leads take as they progress through the buyer’s journey?
MQL Opp.SQL Cust. Evan.
Components of a Solid Strategy Document.
Analysis of Current Marketing & Brand1 Content Marketing
Strategy11Quality Lead Identification6
Competitive Advantages & Brand Differentiation2 Demand Generation
Strategy12Definition of Lifecycle Stages7
Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8
Overview of Sales Team & Process4 Reporting14Marketing Systems9
Buyer Personas5 Digital Experience Strategy10
Components of a Solid Strategy Document.
Analysis of Current Marketing & Brand
Content Marketing Strategy11Quality Lead
Identification6
Competitive Advantages & Brand Differentiation2 Demand Generation
Strategy127
Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8
Overview of Sales Team & Process4 Reporting14Marketing Systems9
Buyer Personas5 Digital Experience Strategy10
1
Definition of Lifecycle Stages
Components of a Solid Strategy Document.
Analysis of Current Marketing & Brand
Content Marketing Strategy11Quality Lead
Identification6
Competitive Advantages & Brand Differentiation2 Demand Generation
Strategy127
Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8
Overview of Sales Team & Process4 Reporting14Marketing Systems9
Buyer Personas5 Digital Experience Strategy10
1
Definition of Lifecycle Stages
Components of a Solid Strategy Document.
Analysis of Current Marketing & Brand
Content Marketing Strategy11Quality Lead
Identification6
Competitive Advantages & Brand Differentiation2 Demand Generation
Strategy127
Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8
Overview of Sales Team & Process4 Reporting14Marketing Systems9
Buyer Personas5 Digital Experience Strategy10
1
Definition of Lifecycle Stages
Components of a Solid Strategy Document.
Analysis of Current Marketing & Brand
Content Marketing Strategy11Quality Lead
Identification6
Competitive Advantages & Brand Differentiation2 Demand Generation
Strategy127
Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8
Overview of Sales Team & Process4 Reporting14Marketing Systems9
Buyer Personas5 Digital Experience Strategy10
1
Definition of Lifecycle Stages
Components of a Solid Strategy Document.
Analysis of Current Marketing & Brand
Content Marketing Strategy11Quality Lead
Identification6
Competitive Advantages & Brand Differentiation2 Demand Generation
Strategy127
Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8
Overview of Sales Team & Process4 Reporting14Marketing Systems9
Buyer Personas5 Digital Experience Strategy10
1
Definition of Lifecycle Stages
Components of a Solid Strategy Document.
Analysis of Current Marketing & Brand
Content Marketing Strategy11Quality Lead
Identification6
Competitive Advantages & Brand Differentiation2 Demand Generation
Strategy127
Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8
Overview of Sales Team & Process4 Reporting14Marketing Systems9
Buyer Personas5 Digital Experience Strategy10
1
Definition of Lifecycle Stages
Components of a Solid Strategy Document.
Analysis of Current Marketing & Brand
Content Marketing Strategy11Quality Lead
Identification6
Competitive Advantages & Brand Differentiation2 Demand Generation
Strategy127
Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8
Overview of Sales Team & Process4 Reporting14Marketing Systems9
Buyer Personas5 Digital Experience Strategy10
1
Definition of Lifecycle Stages
Components of a Solid Strategy Document.
Analysis of Current Marketing & Brand
Content Marketing Strategy11Quality Lead
Identification6
Competitive Advantages & Brand Differentiation2 Demand Generation
Strategy127
Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8
Overview of Sales Team & Process4 Reporting14Marketing Systems9
Buyer Personas5 Digital Experience Strategy10
1
Definition of Lifecycle Stages
Components of a Solid Strategy Document.
Analysis of Current Marketing & Brand
Content Marketing Strategy11Quality Lead
Identification6
Competitive Advantages & Brand Differentiation2 Demand Generation
Strategy127
Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8
Overview of Sales Team & Process4 Reporting14Marketing Systems9
Buyer Personas5 Digital Experience Strategy10
1
Definition of Lifecycle Stages
Components of a Solid Strategy Document.
Analysis of Current Marketing & Brand
Content Marketing Strategy11Quality Lead
Identification6
Competitive Advantages & Brand Differentiation2 Demand Generation
Strategy127
Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8
Overview of Sales Team & Process4 Reporting14Marketing Systems9
Buyer Personas5 Digital Experience Strategy10
1
Definition of Lifecycle Stages
Components of a Solid Strategy Document.
Analysis of Current Marketing & Brand
Content Marketing Strategy11Quality Lead
Identification6
Competitive Advantages & Brand Differentiation2 Demand Generation
Strategy127
Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8
Overview of Sales Team & Process4 Reporting14Marketing Systems9
Buyer Personas5 Digital Experience Strategy10
1
Definition of Lifecycle Stages
Components of a Solid Strategy Document.
Analysis of Current Marketing & Brand
Content Marketing Strategy11Quality Lead
Identification6
Competitive Advantages & Brand Differentiation2 Demand Generation
Strategy127
Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8
Overview of Sales Team & Process4 Reporting14Marketing Systems9
Buyer Personas5 Digital Experience Strategy10
1
Definition of Lifecycle Stages
Components of a Solid Strategy Document.
Analysis of Current Marketing & Brand
Content Marketing Strategy11Quality Lead
Identification6
Competitive Advantages & Brand Differentiation2 Demand Generation
Strategy127
Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8
Overview of Sales Team & Process4 Reporting14Marketing Systems9
Buyer Personas5 Digital Experience Strategy10
1
Definition of Lifecycle Stages
Is marketing having an impact on business goals?
Are you on track to meet your KPIs?
What’s working and what isn’t?
What should you be doing differently month over month?
Periodically evaluate your inbound marketing strategy.
Key Metrics to Measure.
Leads and Conversions
Website Traffic Statistics
Open/Click Rate (Email)
Keyword Ranking
Cost Per Click/Conversion (PPC)
Reach and Engagement (Social Media)
Pyxl’s Strategy Process.
Implementation & Reporting
Discovery and Modeling Session
Persona Development Goals Campaign
Creation
Competitive Audit
Website Audit
Content Audit
Strategy Creation and Delivery
Pyxl’s Strategy Process.
Any Questions?
Thank You For Joining Us Today!QUESTIONS? CONTACT /
Chad Elmore, Director of Digital Communications, Pyxl Knoxvilleemail | [email protected]
Ready to build your own strategy? Download our example strategy to get started.
pyxl.it/strategy