inbound marketing for start ups: using inbound to launch and grow your business

Using Inbound Marketing to Launch and

Grow Your Business

By Kathleen Booth

www.quintainmarketing.com/launch

The Way People Buy Has Changed

PRE-INTERNET

• Buyer: Relatively uninformed

• Buying Journey: Linear

• Marketing Playbook: Interrupt

(cold calling and advertising)

TODAY

• Buyer: Well-informed

• Buying Journey: Fluid and random -

starts with Google

• Marketing Playbook: Thought

leadership through content creation

2

People were SOLD things People BUY things


This is a simplified timeline of the appearance of advertising in major communication channels.

What’s

behind the

change?


VCRs. Caller ID. DVRs. The Do Not Call list. Spam software. Broadband internet. Smartphones. Social media.

This changed everything.


Your website is your most important marketing asset

• More than 80% of all buying decisions begin online

• Purchasers review 10+ sources of data before buying

• 66% of people who see an ad perform a mobile search

• 90% of U.S. smartphone owners use their phone to access information on goods and services

• 87% take action (make a purchase, call a business, etc.)

• The average person gets 70% of the way through their purchasing process before they are willing to speak or meet with a salesperson


6www.quintainmarketing.com/launch

How do buyers find you?

7

~20% of clicks

~80% of clicks


By aligning the content you publish with your

customer’s interests, you can earn permission

to market to prospects that you can convert into

leads, close into customers, and delight to the

point they come promoters of your brand.

Why permission is more effective than interruption


9

How inbound marketing works


What visitors really

want to know

• Contact us now!

• Sign up for a free trial

• Schedule an assessment

• Speak to a sales rep

• Schedule a demo

• Request pricing

• Request a proposal

10

What most

websites offer

• Answers to their questions

• Solutions to their problems

• Prices

• Reviews/best of

• Problems/challenges

Comparison/versus

• How to


Using Content to

Drive Conversions

Your buyers’ information needs

change as they move through the

buying process, and so must

your content.


Realizes a need

and begins

searching online

for solutions

Step 1

Step 2

Step 3

Finds a blog,

article, video or

review that answers

their question

Clicks on a call to

action offering

more in-depth

information

The Buyer’s Journey

12

FROM THE BUYER’S PERSPECTIVE…

Step 4

Is taken to a

landing page where

they must fill out a

form to get desired

content

Step 5

Receives the

content along with

a follow on offer

Makes contact

when they are

ready to make a

purchase

Performs additional

research

Strangers Visitors Leads Customers


Colorado-based consulting

firm that offers white labelled

back office services to CPA

firms

Grey, Ryan, Wayne & Co

13

CASE STUDY


Blogging

Premium content (ebooks,

webinars, case studies, checklists,

etc.)

Grey, Ryan, Wayne’s strategy

14

Landing pages and

conversions forms

GRWCO began its using inbound marketing in June, 2014. The company’s strategy includes…

INBOUND MARKETING

Social media

Email marketing

Lead nurturing


Blogging

15

0

200

400

600

800

1000

1200

NEWLEADSINDEX

MONTHLY BLOG POSTS


Premium content


Social media

17

LinkedIn generated the bulk of the traffic and almost all of

the leads from social media.


Email marketing

18

The monthly newsletter features a personal letter from the CEO as well as highlights from the blog and a content offer.


Automated lead nurturing

19

New leads are nurtured through the sales funnel via a series of emails containing content offers.


Results &

next steps


Key takeaways for startups

• Stop selling and start educating

• Offer your audience something of value and in exchange,

ask for their contact information

• Use what you know about them to tailor your marketing

• Promote your content via social media and email

• Track and nurture your leads and know when to start selling

• Invest in tools that will make you efficient and effective


Questions?


(866) 788-3226 [email protected] www.quintainmarketing.com

Contact Us

1819 Bay Ridge

Ave. Suite 240

Annapolis, MD

21403

Phone Email Website

23

(443) 973-6087

Fax

mailto:[email protected]

http://quintainmarketing.com/

inbound marketing for start ups: using inbound to launch and grow your business

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