INBOUND MARKETING BLUEPRINT

BY KEISHA SALMON

ABOUT THE AUTHORKeisha salmon has close to 10 years of crafting messages and developing content across multiple channels, including press releases, blogging, Twitter, Facebook, whitepapers, infographics, slide decks, landing pages, etc.

Keisha is experienced in demand generation, lead nurturing, tracking and measurement. She has expertise in development and execution of a visitor conversion plan and search engine optimization.

Keisha has always been passionate and excited about working in a dynamic, high growth, start-up environment.

• Well versed in inbound marketing program management and development with successful contribution to business growth through valuable content marketing initiatives.

• Experienced with email campaigns, search/display marketing, social media strategies, execution and analyzing the success of programs via google analytics.

• Strong online network and knowhow to leverage digital media for effective messaging

• Ability to write effective interesting content quickly and consistently

• Additional inbound marketing tactics including HubSpot software

• Google analytics & search engine marketing – SEO/pay per click (PPC)

INBOUND EXPERIENCE

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Inbound Marketing MethodsExperience Level

WHAT IS INBOUND MARKETING?

Inbound marketing focuses on driving traffic to websites, converting that traffic to leads, and turning those leads into sales. Inbound is a long-term process used to establish expertise in your particular field, improving brand visibility, developing a lasting relationship with customers and engaging leads and turning them into customers.

INBOUND MARKETING

PROCESS• Develop your buyer persona.

• Build a marketing offer.

• Place offer on optimized website via landing page.

• Prepare email lists for nurturing.

• Create and curate content based on persona.

• Blog and engage appropriate social media channels.

• Know what to measure.

• Analyze and repeat.

BUYER PERSONAThe buyer persona is seen as caricature of your ideal customer. Personas are used to give you direction in the type of content you should be creating to engage your target audience. Establishing a clear persona gives you insight to the needs and interest of your audience, where you can reach them, and what type of content they want to receive.

MARKETING OFFER

A marketing offer is tailored content being offered on your website to visitors in exchange for their contact info.

Considering the type of content to offer depends on your particular persona and what stage they are in the buying process.

There should be different types of content being provided on the website to reach all personas no matter where they are in the sales funnel.

ADVERTISE OFFERNow that time has been taken to create targeted marketing offer that will appeal to your buyer persona at specific stages of the your sales funnel, we now have to create the environment where your target audience can gain access to this content. This is where your website becomes the center of attention.

When it comes to inbound marketing, we focus more on landing pages rather than your website as a whole. A landing page is a web page on your site that features a description and an image of the offer and a form for visitors to fill out to receive the resource, without the distraction of headers, footers and your site navigation. Your landing page should clearly describe what you are offering and why it is valuable. Each marketing offer should have it’s own unique landing page.

The next pages will discuss how to drive traffic to your landing pages via email, blogging and social media. However, for direct traffic, having an identifier on your site that leads to a landing page is another effective way of converting a higher percentage of visitors into leads.

These identifiers are known as call to action buttons. The goal of a call to action is to drive traffic to a landing page. Therefore, the more call to actions spread across your web pages, the better. Consider placing call to action buttons on the homepage and the most frequently visited pages.

LEAD NURTURING

Lead nurturing, marketing automation or workflows, are known as a series of times emails that are sent to a visitor after they have filled out the form on your landing page to get your offer.

The purpose of a lead nurturing program is further educate your leads about your company and product or service. Lead nurturing prequalifies early stage leads before handing them over to sales.

Leads take time to develop and move down the sales funnel at different speeds. Therefore the nurturing process should include customized emails bases on the activity taken by the leads on your site.

Email is a valuable tool for educating leads and helping your business stay top-of mind when they are ready to buy.

BLOGGINGBlogging is the most important weapon in your inbound marketing arsenal. Blogging increases the reach of your optimized content and supports the lead nurturing efforts.

Continuously publishing useful, relevant, interesting and sharable content that is geared towards your persona will help your site rank better in search engines and increase traffic.

With the increase in traffic, your landing pages have more opportunities to convert visitors into leads and potential customers.

SOCIAL MEDIANow that you have created interesting, optimized and sharable content via the landing pages and blogs, having social media profiles further helps to promote these contents to a broader, yet targeted audience.

Sharing targeted offers on social media helps to encourage others to share the content with their communities, creating a viral effect that drives more traffic and leads back to your business.

Don’t forget to use #hashtags.

MEASURE & ANALYZERevisiting the entire campaign and analyze how well each element performs, may be one of the most important parts of an inbound marketing campaign.

The metrics from each element tells a different story. Knowing how to interpret the data gives you insight to the success or failure of each element.

With that knowledge you can better prepare and improve upon the next campaign.

Landing page analytics to acknowledge:

• Views

• Submissions

• Conversion rate

• New leads

• New customers

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ENGAGE YOUR AUDIENCE, THEN LEAD THEM DOWN

YOUR SALES PATH- Keisha Salmon

Inbound Marketing Blueprint