Trent Dyrsmid

CEO, Groove Digital

@TrentDyrsmid

208-391-2057

Agenda

YOUR Website

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1.Overview of Inbound Methodolgy

2.Compare your site to your competition

3.Goals

4.Plans

5.Challenges

6.How we measure success

7.Set expectations for results

8.Define next steps

Inbound Methodology

YOUR Website

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Traditional Online Model

YOUR Website

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New Online Model – Virtual Hub

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Marketing

Funnel

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Benchmarking

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Look at HS Competitor Report

Goals

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Inbound is just like prospecting…

…except you don’t have to interrupt people from what they are interested in.

Plans

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Challenges

YOUR Website

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1.Don’t have a clearly defined target persona

2.Don’t have a clearly defined content strategy

3.Don’t know how to promote content

4.Unfamiliar with inbound marketing tools

5.Lack of internal resources

6.Lack of budget

7.Lack of management support

Implications

YOUR Website

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1.What benefits will you realize when inbound

marketing begins to generate qualified leads for

your organization?

2.What will happen if you don’t adopt the

inbound methodology?

How Quickly?

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Measurement

• Changes in organic search engine rankings

• Effectiveness of individual offers/campaigns

• Discussion of new marketing initiatives to increase lead generation

• Review of sales from incoming leads

Weekly

Monthly

• Weekly traffic and change from prior weeks

• Weekly landing page traffic broken down by offer

• Blog posts published and number of weekly viewers

• Weekly source of traffic based on marketing efforts and offers

• Weekly leads generated

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Measurement

• Database growth - meaning, how much is your database evolving

over time?

• Conversion rates - meaning, how good is marketing at getting

people interested?

• Qualified lead volumes, how good is marketing at sustaining

interest and engagement?

• Pipeline growth - meaning, how effective is marketing at delivering

MQL (marketing qualified leads), and does Sales accept these

leads?

• Marketing attributed revenue, ROMI- what is the actual dollar

value, in revenue that marketing has contributed? What activities or

channels were most successful in driving that revenue?

Key Performance Indicators

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Asset or Expense?

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Next Steps

Create the Plan• Create a Content Marketing Blueprint (strategy)

• Set goals (traffic, leads, contacts)

Build the Engine• White papers

• Landing pages

• Marketing automation

Add Fuel to the Engine• Blog posts

• Social promotion

• Content syndication

16http://groovedigitalmarketing.com/

Questions?

CEO, Groove Digital

trent@groovedigitalmarketing.com | 208-391-2057

Trent Dyrsmid

17http://groovedigitalmarketing.com/