increasing lead generation with inbound marketing prepared by esocial strategies
TRANSCRIPT
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Increasing Lead Generation with Inbound Marketing
Prepared byeSocial Strategies
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Camberley WoodsFounder of eSocial Strategiesesocialstrategies.com@go_social
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Things I Love:• Watermelon• Naptime• 70 degree weather
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What is Inbound Marketing?
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INBOUND MARKETING METHODOLOGY
-Hubspot
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Desire- Person begins to move from “nice to
have” to “must have” mentality
Action- Person puts desire into
action and makes a
purchase decision
THE SALES FUNNEL
Awareness & Interest- Person gains awareness of brand and
begins to express interest
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The HEART of inbound marketing
is content
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This leads to an action
Interest is sparked by
content
WHY IS CONTENT IMPORTANT?
image from http://usf.usfca.edu/usfmagazine/fall09/f3_womenscience_4.html
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CTAs are your #1 player!
Sign Up for a FREE 14-Day Trial
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Your content will
depending on
the sales funnel!
change
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TOP OF THE FUNNEL CONTENT
Purpose is to drive visits to your website (awareness stage)
This content builds your “foundation”
• Blog articles• Social Media• Downloadable
content
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Notice the call-to-action
button!
EXAMPLE: BLOG
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EXAMPLE: DOWNLOAD• Total Visits: 10,604• Total Leads: 4,889• First Time Leads: 2,634• Visit to Lead: 46.1%
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MIDDLE OF THE FUNNEL CONTENT
Directed towards leads that are aware of your product/services and want to know more (evaluation stage)
Share with them your expertise
• Webinars• eBooks• Presentations
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EXAMPLE: eBook
Total Visits: 6,137Total Leads: 4,346First Time Leads: 164Visit to Lead: 70.82%
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Geared towards those who are ready to buy (purchase stage)
Audience-sensitive; can scare off anyone not in this stage
• Free trials• Demos• Discounts
BOTTOM OF THE FUNNEL CONTENT
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EXAMPLE: FREE SAMPLE
Total Visits: 2,166Total Leads: 441First Time Leads: 68Visit to Lead: 20.36%
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Don’t believe it?
Well, it’s been
PROVEN
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68% of consumers are likely to spend time
reading content from a brand they are
interested in. –The CMA
B2B companies that blog generate
67% more leads per month than those
who do not blog. -Social Media B2B
Organic search leads have a 14.6% close rate,
while outbound marketing leads have a 1.7% close rate -Hubspot
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Oh, you want more?
80% of business decision-makers (and 70% of consumers)
prefer to get company information
in a series of articles versus an advertisement. -Content Marketing Institute
90% of consumers find custom content
useful, and 78% believe that
organizations behind the content are
interested in building good
relationships. -TMG Custom Media
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Now it’s your turn
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example
Scarlet Oak Cabins
Backgroundo Private luxury cabins
with views located in North Georgia
o Accommodations include hot tubs, pool tables, all wood interiors, granite countertops and Internet
1Example 1
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1
example
Example 2
Backgroundo Sells organic, all-natural
health and beauty products
o Love to share expertise on natural living
o Mothers are a big target market for this brand
LovEco Market
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1Example 3
Backgroundo An online marketing
company that offers services such as advertising, email, social media and inbound marketing.
Site Marketing
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1Example 4
Backgroundo Online shop selling
paper crafting, stamping, and scrapbooking supplies.
eMerry Moments
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Questions?
You can download this presentation at-
http://go.esocialstrategies.com/SIG-lead-generation
Visit our blog for more information and downloads-
www.blog.esocialstrategies.com