how to crush your competitors with inbound marketing
TRANSCRIPT
800.425.9843 www.blytheco.com/bamThink.blytheco.com | twitter@blythecollc
Crush Your Competitors with Inbound Marketing
Apryl Hanson, BlythecoDirector of Customer and Partner StrategyEditor of Bellwether MagazineDirector, Blytheco Advanced Marketing@aprylhanson
Think.blytheco.com – blogwww.blytheco.com/BAM
What will you learn?
1. The role of inbound marketing2. How inbound marketing is different3. Tips and Tricks on how to use inbound
marketing to CRUSH your competitors
3 Take-a-ways
What is Inbound Marketing?
Focus on pull vs. push
What is Inbound Marketing
Informational
What is Inbound Marketing
Content
What is Inbound Marketing● Need to have
● Know your ideal prospect● Focus on key search
words● Develop content around
these two things
What is Inbound Marketing
Don’t be This Guy
How is Inbound Marketing Different
Traditional Marketing is
about sending information
out
How is Inbound Marketing Different
Don’t Interrupt Your Audience
How is Inbound Marketing Different
1%-5% response
rates vs. 25%+
How to Crush Your Competitors● 62% lower cost per lead● $346 traditional marketing spend vs. $145
inbound marketing spend, per lead*
Traditional Marketing
Inbound Marke
ting
*Hubspot 2012 State of Inbound Marketing Report
How to Crush Your CompetitorsBlogs, Social Media, and Organic search top the charts
as the least expensive activities in marketing, yet are the most lucrative.
How to Crush Your Competitors
52% of companies that blog say that they receive low cost leads from doing so!
How to Crush Your Competitors● NPS and Customer Engagement● Predictive Indicator of Future Revenue● All others are Post Indicators● NPS – get’s better as you interact more online
How to Crush Your Competitors
47% of SMB’s are putting more dollars into inbound marketing
How to Crush Your Competitors
Larger Companies don’t necessarily get it…
SMB’s raising inbound marketing spend to 43% in 2012 vs. 21% at enterprise
How to Crush Your Competitors
Better Close-RatesInbound leads
14.7%Traditional 1.7%
How to Crush Your Competitors● Blog Post Frequency = Customer
Acquisition● 1 post per month = 43% chance of
producing a customer● Weekly = 66% chance● Daily = 78% change● More than once a day = 92%
chance
How to Crush Your Competitors● Know which avenues are right for your
business and have a plan● B2C still focused on Facebook
● 77% B2C acquire customers via FB● B2B still focused on LinkedIn
● 65% of B2B acquire customers via LinkedIn
How to Crush Your CompetitorsIn the next 3-4 years 80% of content on the web
will be video
How to Crush Your Competitors● Become friends with a little thing call CTA’s*
*CTA is Call to Action, used as a way to gain information about prospects as they view higher level content on your website behind form fills.
How to Crush Your Competitors● 4 types of information, 3 are CTA’s
● Free content, everyone can see – general info● Step-up Content – more interesting, white
papers● Higher-level content – longer white papers,
ebooks, groups of white papers, presentations● Rich- level content – test drives, free trials,
consultations, personalized quotes, samples
What Have You Learned?
● The role of Inbound marketing● Inbound vs. Outbound● Top Crushing Techniques of Inbound
Marketing
Inbound Marketing Strategy
● Don’t know where to start?● We can help● Free Marketing Evaluatio
nwww.blytheco.com/BAM
Questions?● Thank you for joining me
@AprylHanson
@blythecoLLC
949-583-9500 X 1180