inbound marketing strategy
TRANSCRIPT
INDEX
• Why a website?
• What are our options
• How does Inbound marketing work?
• Take me to that journey
• SoG strategy
• What we need
• Build brand awareness
• Create brand engagement
• Establish thought leadership
• Generate high lead volume
• Close deals
• Nurture customer relationships –repeat purchase
Define goals
Generate revenue!
Generate recurring revenue!
Outbound Marketing
How do we do it?
Inbound Marketing
(Interruption) (Permission)
Cold callingDirect email (Spam)
TV AdvertisingRadio AdvertisingPaid search
SEOContent marketing (Blogging)
Social mediaPodcastingRSS
Inbound MarketingInbound marketing is the process of attracting targeted audience by providing them helpful content.
• 86% of people skip television ads
• 44% of direct mail is never opened
• 67% of B2C companies and 41% of B2B companies have acquired a customer through Facebook.
• 57% of businesses have acquired a customer through their company blog.
Source: HubSpot blog
Requirements
Define Buyers persona
A buyer persona is a semi-fictional representation of our ideal customer based on market research and real data about our existing customers
Define Buyer’s JourneyThe buyers Journey is used to describe the stages of buyer persona in the Buying process
It is the active research process someone goes through leading up to making a purchase
Define Buyer’s Journey
A Buyer’s Journey is divided into 3 stages
Awareness Consideration Decision
The persona is experiencing a real problem
The persona is clear about his or her problem also has an idea about the solution
The persona decides the solution
At every step of the journey we step in the following process:
Awareness
AttractConsideration
ConvertDecision
Close
Delight
stranger visitor lead customer
promoter
Return
stranger
• 31 year old lady• English speaking• Restorative (problem
solver)• Works in Digital• Interested in
Marketing, Social media and Consumer behaviour analysis
• * Likes the occasional drink
Define Buyers persona
Define Buyer’s Journey• She has been prompted with
a problem at work: How to sell the company’s product
• She does research to find a solution (restorative nature)
Awareness
stranger
visitor
• Meri has heard of inbound marketing as a possible solution for B2B companies without astronomical budgets
• Searches the term “Inbound marketing for B2B” on Google
• SERPS serve “ How to build a B2B inbound marketing machine” as one of the first 3 options
• Meri clicks on the article, link to blog post at“newbreedmarketing.com
Wait…what! even more FREE stuff
Lead nurturing
B2B lead nurturing focuses on educating qualified sales leads who are not yet ready to buy.
2 days later…
What has been Meri’s buyer’s journey
Awareness
AttractBlog post
FREE guide to inbound marketing
FREE Social Prospecting workbook
Consideration
ConvertFREE inbound marketing cheat sheet
Decision
Close
?
Return
Lead nurturing
SEO
1.How will we attract new visitors?1. Focus on content creation and invest in our blog- The more we create the more organic traffic we will generate
2. Deploy infographics – Infographics get shared more often than most types of content. This makes them ideal candidates for traffic generation campaigns that make use of content marketing. For instance on Pinterest, Facebook and Twitter
3.Share slide shares and other presentations – Posting information of Slideshare will help us increase both brand awareness and website traffic through exposure to potential customers
4. Add social sharing buttons on our site- People won’t just copy and paste content on their facebook, we need to make it easy for them to promote us
5. Write guest posts for top industry sites- it’s great for traffic and authority
2.How will we turn visitors into leads?
1. Offer good quality premium content ready for download• Whitepapers• Ebooks• How to guides• Checklists• 3 series video
2. Sign up to our newsletter
3. Sign up to our blog
3.How will we turn leads into prospects?
1. Establish an automated email system
2. Contact the prospect within reasonable time
3. Offer immediate value• Webinar• Case study• FAQ sheet• Brochure• Cheat sheet
4. Give clear CTA, eg download, sign up, call
5. Offer the opportunity to have a consultation
6. Track, track,track…and optimize
Social Media Marketing
Email MarketingContent Marketing
• It establishes us as thought leaders
• It attracts people with real interest in our brand
• It helps grow a long-term audience
• Low cost
• It accounts for a huge portion of referral traffic to our site (distributes content)
• It increases brand awareness• It shows that our brand is active-legitimates the
brand• Low cost
• It targets people who have actively opted in
• It allows segmentation
• It can be tracked easily
• Low cost
Channels of interaction
How will we track ROI?
Content Marketing
• Total visits• Unique visits• impressions• Downloads• Time on site• Bounce rate• Conversions: subscribers, leads
• Inbound links
Social Media Marketing
• Engagement: likes, comments, shares, mentions
• Reach• Fans, followers• Increase traffic to website
• Sales from social media
Email Marketing
• Open rate• Click rate• Conversion rate
• Conversion Value
• Total cost• Total value