intro to inbound marketing

Introduction to inbound marketing

@gaelbreton

What CEO’s and Entrepreneurs want:

People with money with spend it on you if you help them achieve these things or get closer to it.

Most people will make these promises without even understanding the industry they’re in.

Most Imers sell it that way to them:

So most decision makers think:

And decision makers get tricked into thinking the IM way and want spectacular campaigns.

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What really ends up happening:

Sadly, to deliver on their promises, internet marketers end up in this kind of situation.

You indeed get traffic and even some leads but you’re not tracking them all the way and they end up spending almost nothing with you.

People got tricked to like your page, the likes were bought on fiverr, they liked an unrelated meme you promoted and couldn’t be careless of your brand.

Sadly, this is the standard

This is how most internet marketing

agencies & pros work!

And this is NOT what I’m going to teach you tonight.

Understanding the sales funnel

@gaelbreton

Introducing the funnel:

You goal is simply to give people what they need to go to the next stage or simply enter it.

Case study: Wistia

Let’s look at Wistia to illustrate the example. They’re a great video hosting company.

http://wistia.com/

Awareness

@gaelbreton

Awareness

Awareness is anything that gets people to know you and on your site.

Wistia case study: Awareness

They’ve got a ton of stuff going on inside their company and around their products. This produces a great amount of chatter on Twitter.


They’ve also partnered with like minded companies and offer special discounts to each other’s clients (SEOmoz Pro perks in this case).


A lot of the members of their teams have personal blogs where they relate to their experience at Wistia. This allows their followers for a deeper more intimate feeling towards the company.


They’re getting interviewed and guest contributing left and right in the tech community (Mixergy here). Not crapy guest posts but real traffic driving pieces.


Their content also ranks for a lot of correlated industry terms on Google, raising the awareness people have of Wistia.


The free version of their products also advertises to everyone at the right time: when they’re watching videos. Smart.


They not only blog. They “Get” it and show off a cool company attitude there.


And well, youtube shows they’re at conferences, both as speakers and attendees.

Interest

@gaelbreton

Wistia case study: Interest

They’ve built up a relationship with their best resellers: video producers by bringing them leads


They also have a fantastic learning center so anyone can learn how to create amazing videos.


On top of their video tutorials, they also have a ton of written resources on how to create videos.

Evaluation

@gaelbreton

Wistia case study: Evaluation

Their product is EASY to understand. You don’t need to read too much to “get” it.


They produce beautiful videos and pages for all their features that just make you want them.

http://wistia.com/product/turnstile


They went to meet businesses using them to make beautiful case studies.


They also address the biggest objections via video and specific landing pages.

http://wistia.com/landing/youtube

Commitment

@gaelbreton

Wistia case study: Commitment

The pricing is super clear and you have 2 ways to try to product for free depending on your needs.

Wistia case study: Commitment

Same as with the directory, they thought of resellers and crafted something just for them.

Referal

@gaelbreton

Wistia case study: Referal

Now they’re bringing even more of their personality inside their product. And now im sharing it!

http://higherclick-1.wistia.com/medias/uqgmlcdvbn/embed_for_email


They also share awesome insights with their customers to make their videos better.

http://wistia.com/learning/sent-from-my-iphone


And of course, the people that stuck to the free plan promote them on their player.

Conclusion

@gaelbreton

Traffic isn’t everything.

Inbound marketing isnt just about getting traffic. It’s about converting it.

Permission marketing

People give you the permission to market more to them through these stages.

Introducing the funnel:

You goal is simply to give people what they need to go to the next stage or simply enter it.

You will need a lot of Analytics

If content is said to be king. The real king for you should be analytics, and GA isnt enough.

And your content is a big deal

The queen then would be content. The more content, the less sales people you need.

Investing in visibility

Businesses should only invest in eyeballs once they’ve figured all this out. Not before.

The end

@gaelbreton