creating an inbound marketing strategy that sticks
TRANSCRIPT
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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