#digital marketing; #inbound #marketing

Phases of

Inbound Marketing By Milita Datta

Digital Marketing

What is not Inbound

Marketing??

I n t e r r u p t i v e m a r k e t i n g

B u y i n g a d s ( T V, B a n n e r & M a g a z i n e s , N e w s p a p e r )

B u y i n g e m a i l l i s t s

C o l d c a l l i n g

T r a d e s h o w s

T V a d v e r t i s i n g s k i p p e d b y 8 6 %

o f v i e w e r s

9 1 % U n s u b s c r i b e f r o m E m a i l

4 4 % o f D i r e c t m a i l i s n e v e r

o p e n e d 2 0 0 M o n D o n ’ t C a l l

l i s t

N e w s p a p e r a d v e r t i s i n g s p e n d d o w n b y 2 0 % i n t h e f i r s t n i n e m o n t h s o f 2 0 1 5

“ I n b o u n d m a r k e t i n g f o c u s e s o n e a r n i n g t r u s t

u s i n g e d u c a t i o n a l

content t h a t d r a w s

c o n s u m e r s t o w a r d y o u r w e b s i t e w h e r e t h e y c a n l e a r n m o r e a b o u t w h a t y o u s e l l o n t h e i r o w n

t e r m s ”

- H u b s p o t

S E O

B l o g g i n g

S o c i a l M e d i a

F r e e T r i a l s / To o l s / T i p s

V i r a l V i d e o s

Co

nt

en

t

Co

nt

ex

t

Create online content optimized for search and social media to get found by potential buyers.

Understand what content

pulls your buyers

Phase 4 : Delight

Delight customers to turn them into Promoter of your brand

Phase 3 : Close

Close leads into customers through lead Nurturing

Phase 2 : Convert

Convert Website Visitors into leads

Phase 1 : Attract

Attract Strangers and turn them into Website Visitors

Phases of Inbound

Marketing

Attract Strangers and turn them into

WEBSITE Visitors

Phase 1

Create & Maintain a POWERFUL Website

Easy to Navigate

Professional Appearance

Search Engine Friendly

Mobile Ready Easy to Update

B l o g g i n g S o c i a l M e d i a

S E O P P C ( O p t i o n a l )

G e n e r a t e T R A F F I C

A Blog gets 55% more traffic 400% More Indexed pages are produced by blogging

Nearly 2/3 of Internet Users Regularly use a

SOCIAL NETWORK

46% Of Daily Searches are for Info on Products / Services

Quick Wins. Sales campaigns targeted to

existing customers can have conversion rates up to 70% -

Retargeting

Convert Website Visitors into leads

Phase 2

U n a w a r e

I n t e r e s t e d T o k n o w M o r e

R e a l i z i n g N e e d

R e a d y t o b u y

W h a t i s i t ?

W h o a r e y o u ?

W h o n e e d s i t ?

W h y I n e e d i t ?

W h a t i f I d o n ’ t h a v e i t ?

W h a t a r e m y o t h e r o p t i o n s ?

W h y s h o u l d I

c h o o s e y o u ?

A w a r e n e s s :

B l o g s , A n a l y s t p a p e r s , V i d e o s

B a n n e r s , A d s

E d u c a t i o n a l O f f e r s : E - b o o k , W h i t e p a p e r , C a s e s t u d i e s , D e t a i l e d

V i d e o s

V a l i d a t i o n O f f e r s : W e b i n a r s , P o d c a s t s , S e m i n a r s , C u s t o m e r

R e f e r e n c e s

S a l e s O f f e r s : D i s c o u n t s ,

T r i a l , D e m o s , M e e t i n g s

Offers in each of Buyer stages

C r e a t e o f f e r s a n d c a l l t o a c t i o n s t h a t a p p e a l t o p o t e n t i a l b u y e r s a t a l l

l e v e l s

L a n d i n g P a g e

L e a d s i n t e g r a t i o n i n t o C R M S y s t e m s

Fo r m s

C a l l t o A c t i o n

Close leads into customers through

lead Nurturing

Phase 3

C r e a t e o f f e r s a n d c a l l t o a c t i o n s t h a t a p p e a l t o p o t e n t i a l b u y e r s a t a l l

l e v e l s

E m a i l

M a r k e t i n g A u t o m a t i o n

C R M

C l o s e d L o o p R e p o r t i n g

Delight customers to turn them into Promoter

of your brand

Phase 4

M a k e y o u r E x i s t i n g C u s t o m e r f e e l s p e c i a l

s o t h a t t h e y b e c o m e y o u r p r o m o t e r.

E m a i l C a m p a i g n t o a c h i e v e t h e i r g o a l s

C r o s s S e l l

S u r v e y s

S o c i a l M o n i t o r i n g

Te s t i m o n i a l s , I n t e r v i e w s

O f f e r s f o r c u s t o m e r R e f e r e n c e

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